資料庫導向之航空業行銷策略

Abstract

行銷功能是企業與消費者之間互動關係強弱的主要影響因素。隨著不同的 時代發展，行銷觀念與趨勢亦展現出各種不同的風貌，而資料庫行銷，正 是目前最新的行銷觀念。資料庫行銷是一種資訊導向的行銷過程，是一種 互動式的行銷方法，藉由資料庫技術而能發展顧客化的行銷計劃與策略。 資料庫行銷立基於顧客資料庫中詳細的資料來源以及有效靈活地分析與運 用，並且透過有異於傳統大眾行銷的方式達成企業與顧客之間雙向式的連 絡與溝通，而能深入地了解顧客，發展顧客化的行銷方案，進而與顧客保 持長遠的關係。本論文以航空業之旅客運輸為研究之產業，以策略性的觀 點，利用資料庫行銷來為航空業者模擬策略的產生，並以模擬的旅客資料 庫之旅客資料為資訊基礎，進行市場之區隔並分析各區隔市場的價值。 It is Marketing that critically influences the interac- tive relationship between organizations and customers. Different trends of Marketing come up with the change of environments， and now, it is the age of Databased Marketing. Databased Marketing is a process of information-oriented marketing, an interactive approach to marketing, and a customer-oriented marketing based on database techniques. To keep the long term relationship with customers and understand them well,Databased Marketing has its effectiveness by analyzing the detailed customer data smartly and utilizing two-way communication. The objectives of this research are to suggest the strategies for airline passenger transportation based on Databased Marketing， and segmenting and analizing markets based on the simulated passenger database.