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案例充分地体现了CRM在航空业的个性化运用,这也是CRM突出特征之一。美洲航空公司成立于1929年,是美国最老牌的航空公司之一。1999年,该公司的营业收入达177亿美元。公司总部设立于德克萨斯州的福特沃斯,员工总数为92000人。 5年前,美洲航空公司在互联网上创立了美国航空业界第一个网站,步入崭新的电子商务领域。在电子商务发展的初期,能在网上查阅关于行李托运、机上电影节目预告及机场地图等信息,这对顾客而言是一件很新奇的事。但美洲航空有更大的计划:通过电子商务,美洲航空不但要实现与客户更好的沟通,还要最终实现网上预
Case fully reflects the personalized use of CRM in the aviation industry, which is one of the outstanding features of CRM. American Airlines, founded in 1929, is one of the oldest airlines in the United States. In 1999, the company's operating income reached 17.7 billion US dollars. The company is headquartered in Fort Worth, Texas with a total workforce of 92,000. Five years ago, American Airlines created the first site in the U.S. aviation industry on the Internet to enter the new field of e-commerce. In the early stages of e-commerce development, online check on luggage check-in, on-air movie previews and airport maps and other information, which is a very strange thing for customers. But American Airlines has a bigger plan: through e-commerce, American Airlines not only to achieve better communication with customers, but also the ultimate realization of online pre-