摘要
摘要
X航空公司是国内一家区域中型航空公司，经过几十年的发展，目前正处
在深耕国内，开拓国际的发展阶段，在此阶段X航空公司急需从数字营销端寻
找突破口，培育品牌，吸收会员，拓展业务。在进入信息时代后，X航空公司
内部曾进行过一定程度的信息化改革并取得了一定的成效，但在逐步进入移动
互联网，大数据，人工智能时代后X航空公司现有的数字营销策略已渐渐落后
于市场同行业公司，在目标客户群体开发、营销过程控制、新会员数量成长等
方面都出现与用户群体脱节、会员增长乏力、营销效果不理想的情况，X航空
公司目前正处于对现有的数字营销策略进行改进的阶段。
本文首先对X航空公司所处行业进行分析，分别从宏观和微观两方面着手，
结合行业现状、调查问卷分析当前市场用户消费偏向，针对X航空公司在会员
和业务数字营销的现状进行梳理，得出数字营销渠道同质化严重、航司与会员
缺乏营销互动导致用户留存率低、大众化营销难把控、数字营销缺乏爆款产品
等现阶段存在问题，分析问题存在的原因是X航空公司的数字营销缺乏品牌特
色、未抓住重点人群、缺少特色营销方式、缺乏整合资源、缺乏与会员间的沟
通、用户购买路径难把控、缺乏爆款产品策略等。针对上述问题，本文提出打
造特色数字营销品牌、利用4C理论强化用户互动、加强用户购买路径、游戏化
提升数字营销、设立会员增长团队、通过社会化管理提升公众号营销、利用黑
客增长模型强化产品营销等具体策略。通过提出优化组织结构、健全营销机制
的具体保障措施保障数字营销策略优化的平稳进行，最后提出本论文存在的局
限性和对未来的展望。
关键词：数字营销；策略改进；4C 分析法；5A用户路径；黑客增长理论
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Abstract
Abstract
X Airline company is a regional medium-sized airline company in China. After
decades of development, it is now in the development stage of developing the
domestic market and international market. At this stage, X Airline company urgently
needs to find a breakthrough from the digital marketing, brand publicity and attract
more members. After entering the digital age, X Airline company has carried out a
certain degree of information reform inside the company, and has indeed achieved
some good return. However, after gradually entering the era of mobile Internet, big
data and artificial intelligence, X Airlines' existing digital marketing strategy has
gradually lagged behind the companies in the same industry in the market, and has
been disconnectedfrom the usergroup interms of targetcustomer group
development, marketing process control and the growth of new members In the case
of insufficient marketing stamina and unsatisfactory marketing effect, X Airlines
urgently needs to improve the existing digital marketing strategy.
This paper firstly analyzes the industry which X Airline is in, starting from
macro and micro aspects, analyzing the consumer preference of current market users
by combining industry analysis and questionnaire, and sorting out the status quo of
digital marketing of X Airline's members and business. It is concluded that there are
some problems at this stage, such as serious homogeneity of digital marketing
channels, lack of marketing interaction between airlines and users, resulting in low
user retention rate, difficult to control popular marketing, and lack of popular
products in digital marketing.And analyzes the reasons for the existence of the
problem is the lack of digital marketing brand characteristics, can’t grasp the key
groups of digital marketing, the lack of characteristic marketing methods, the lack of
integration of digital marketing resources, the lack of communication with members,
the existing user purchase path is difficult to control, the lack of popular product
digital marketing strategy. Then, in view of the problems, put forward to build
characteristic digital marketing brand, focusing on women users, gaming promotion
team, digital marketing, set up membership growth using the 4C theory to strengthen
the user interaction, strengthening the users purchase path through marketing,
improve social management, marketing, public use hacker growth model improved
products, such asspecific marketing strategy. Through the optimization of
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