Take Spring Airlines as an example to analyze the ancillary income of low-cost airlines.
Zhou, Xinyu (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051311045
https://urn.fi/URN:NBN:fi:amk-2024051311045
Tiivistelmä
In the context of increasingly fierce competition in the global aviation industry, low cost airlines (LCCs) are facing rising operating costs and market competition pressure. As one of the leading low-cost airlines in China, how Spring Airlines can enhance its market competitiveness and profitability by developing and optimizing ancillary revenue is the main focus of this study. The increase in ancillary revenue not only helps airlines weather economic fluctuations, but also increases customer satisfaction and brand loyalty.
Taking Spring Airlines as an example, based on price discrimination theory, customer relationship management theory and value chain model, this paper analyzes the composition and strategy of its auxiliary revenue in detail. Through field visits, in-depth interviews and extensive questionnaires, this study aims to explore the specific impact of ancillary revenue on airline economic performance and customer behavior, and put forward targeted management suggestions. Research shows that Spring Airlines has effectively increased the attractiveness and profit margin of ancillary services by implementing refined market segmentation and pricing strategies. In addition, by strengthening customer service and enhancing customer interaction experience, the company has successfully improved customer satisfaction and loyalty, thus enhancing the market competitiveness of the brand.
The study found that Spring Airlines adopted a multi-channel marketing strategy in promoting its ancillary services, including digital marketing and traditional advertising, to maximize coverage of potential customer groups. Through these strategies, Spring Air has not only improved the sales of ancillary services, but also optimized the purchasing experience of customers, achieving sustained revenue growth and expanding its customer base. These results provide valuable practical lessons and strategic insights into how LCCS can achieve sustainable growth through ancillary revenue strategies.
Taking Spring Airlines as an example, based on price discrimination theory, customer relationship management theory and value chain model, this paper analyzes the composition and strategy of its auxiliary revenue in detail. Through field visits, in-depth interviews and extensive questionnaires, this study aims to explore the specific impact of ancillary revenue on airline economic performance and customer behavior, and put forward targeted management suggestions. Research shows that Spring Airlines has effectively increased the attractiveness and profit margin of ancillary services by implementing refined market segmentation and pricing strategies. In addition, by strengthening customer service and enhancing customer interaction experience, the company has successfully improved customer satisfaction and loyalty, thus enhancing the market competitiveness of the brand.
The study found that Spring Airlines adopted a multi-channel marketing strategy in promoting its ancillary services, including digital marketing and traditional advertising, to maximize coverage of potential customer groups. Through these strategies, Spring Air has not only improved the sales of ancillary services, but also optimized the purchasing experience of customers, achieving sustained revenue growth and expanding its customer base. These results provide valuable practical lessons and strategic insights into how LCCS can achieve sustainable growth through ancillary revenue strategies.