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題 名 | 航空公司哩程酬賓計畫系統之解構=The Architectural Approach to Airline Frequent Fly Program |
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作 者 | 何學庸; 廖慧婷; | 書刊名 | 中華技術學院學報 |
卷 期 | 34 民95.06 |
頁 次 | 頁139-160 |
分類號 | 496.7 |
關鍵詞 | 哩程累計酬賓計畫; 系統解構; 顧客關係管理; Frequent flyer program; FFP; Architectural approach; Customer relationship marketing; |
語 文 | 中文(Chinese) |
中文摘要 | 航空公司行銷部門一直扮演著企業計畫與完成策略目標之主要角色,而企業之目標策略又直接關係著長程與短程計畫之行銷功能,因此,對於多數之航空公司而言,往往規劃行銷誘因,以吸引長乘旅客選擇搭機的行為與建立品牌忠誠度,例如:航空公司哩程累計酬賓計畫。此計畫乃透過哩程累計,給予回饋免費機票之方式,吸引旅客對於特定航空公司的搭機選擇行為。本文將針對航空公司哩程累計酬賓計畫進行系統之解構,並對於作業面之功能與流程進行解說。換言之,透過此系統之解構與作業說明,能夠較清楚地了解航空公司相關部門之專業範疇與該系統多層之作業環境,期使能夠協助瞭解航空公司如何透過哩程累計酬賓計畫,進一步提升顧客關係管理之領域。 |
英文摘要 | The marketing division plays a major role in implementing the airline plans, which are design to ensure that company achieves its strategic and tactical objectives. The corporate strategic directives have a major impact on both the long-term and short-term objectives of the marketing function. Therefore, many airlines develop incentive programs to reward individual consumers who engage in repeat (frequent) purchases. For example, most major airlines offer a frequent flyer program through which customers who have flown a specified number of miles are rewarded with free ticket for additional travel. This paper is designed to describe the architectural approach to the frequent fly program, and gives description and diagrams of the most important operation functions. In summary, this paper has been designed to aid in long-term systems planning and identification of required systems functions in airlines? operation and planning departments and divisions. The information systems architecture guide to the strategic direction for both the applications and systems environment for airlines will be as an aid to understanding how airlines can successfully implement the customer relationship marketing. |
本系統中英文摘要資訊取自各篇刊載內容。