铁路常旅客计划发展可行性分析研究

Research on the Feasibility of Railway Frequent-passenger Program

近期铁路部门推出"中国铁路畅行常旅客计划",该计划的出台意味着铁路正式迈入以忠诚计划(积分计划)为平台的客户关系管理新领域。在对民航、电信、银行等主要行业常旅客计划发展情况进行比较研究的基础上,分析常旅客计划的忠诚度调节手段、各行业运营效果,探讨铁路常旅客计划发展路径。通过对铁路常旅客计划发展动因的分析,结合现阶段铁路常旅客计划实施条件,提出探索管理模式、动态调整积分规则体系、转变运营思路、创新财务管理制度、开发客户关系管理等铁路常旅客计划实施对策。

This paper makes a comparative study on the development of Railway Frequent-passenger Program.By analyzing the regulation means,operation cost and effect of'Loyalty Programs'in different industries,the author defines the development path of Railway Frequent-passenger Program.Based on the comprehensive analysis of the development motives of Railway Frequent-passenger Program and the implementation conditions at present stage,the concept and function orientation are proposed.In the end,this essay discusses the possible challenges and gives some solutions.