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1、Hainan Airlines Team members LI Jie LI Lingxiu LI Shengda WAN Haiqing (11417099 ) (11417277) (11422289) (11417463) A Digital Marketing Proposal for Hainan Airlines Hainan Airlines Outline PART I Brief Introduction and Environmental Analysis of Hainan Airlines PART II Digital Marketing Overview PART
2、III Proposed Digital Marketing Campaign for Hainan Airlines PART IV Conclusion Hainan Airlines PART I Brief Introduction and Environmental Analysis of Hainan Airlines Hainan Airlines Brief Introduction Branches Hainan Airline Limited Company founded in 1993 in the Hainan Special District Merging and
3、 Rearranging: Hainan Airlines Shanxi Airlines, Changan Airlines, China Xinhua Airlines, Capital Airlines, TianjinAirlines, Xiangpeng Airlines, Southwestern Airlines, Deer Jet, Hong Kong Airlines Hong Kong Express Airways Hainan Airlines Brief Introduction Core Businesses Hainan Airlines Brief Introd
4、uction Positioning 建立中华民族的世界级航空企业 和世界级航空品牌 Hainan Airlines Brief introduction-Brand Value Convenience Warmth Innovation Hainan Airlines SWOT Analysis Strengths Extensive Flight RoutesRich of ReputationAttraction of BRICs Benefits from HNA Group Hainan Airlines SWOT Analysis Weaknesses Uniqueness Sel
5、ling Channel Marketing Positioning Brand Symbol Hainan Airlines SWOT Analysis Opportunities Fast Economy GrowthFifth Privilege Opening“Golden Week” Policy Hainan Airlines SWOT Analysis Threats WTO RegulationAirspace Constriction Economic FlightsCRH Competition Fluctuated Fuel Price Hainan Airlines P
6、ART II Digital Marketing Review Hainan Airlines Digital Marketing Assess Hainan Airlines Mobile Marketing 1. Short Message Service 2. Apps for iOS & Android - Booking hotels - Sales - Games Multiple Digital Marketing Channels Hainan Airlines Social Media 1.Weibo 2.Renren Multiple Digital Marketing C
7、hannels Hainan Airlines Consump- tion process Reach Act Convert Engage View website View the SNS Get information on mobile app Ticket booking Arrive at the airport Check-in Membership Program - Fortune Wing Club Collect customer complaints and feedbacks Join SNS of Hainan Airlines Consumption Life C
8、ycle Hainan Airlines Company website Mobile AppsReach through SNS Consumption Life Cycle Reach Hainan Airlines Ticket Booking Confirm Check-in Consumption Life Cycle Act & Convert booking feedback Hainan Airlines Frequent Flyer plan Join in SNS of HNA Enquiries & Feedbacks Consumption Life Cycle Eng
9、age Hainan Airlines Interview Feedback Hainan Airlines takes IT Management Department Vice -general Manager 30 IT projects 7% of the total budget Mobile technology Internet of ThingsSNS service Hainan Airlines Interview Feedback Hainan Airlines Micro- blogger Interview Hainan Airlines Case Study Luf
10、thansa Founded in Berlin(1926) Headquarter in Frankfurt Rebuild in 1955 Set up “Star Alliance”(1997) Largest Airlines in Europe Hainan Airlines Case Study Lufthansa Multilanguage Websites Hainan Airlines eDMeDMOnline DemonstrationOnline Demonstration Case Study Lufthansa Hainan Airlines PART III Pro
11、posed Digital Marketing Campaign for Hainan Airlines Hainan Airlines Planning Process Objectives Passengers Ratio on Flying Times Hainan Airlines Passengers Consideration Ratio Planning Process Objectives Hainan Airlines Planning Process Objectives Brand AwarenessBrand Awareness & & Digital Marketin
12、g PlatformDigital Marketing Platform Hainan Airlines Planning Process Description 影相海南影相海南影相海南影相海南 Hainan Airlines Implementation Process Reach Search EngineSearch Engine IT Department of HNA Group DisplayDisplay Portal websites banner advertising Video websites short commercials Hainan Airlines Imp
13、lementation Process Reach Social NetworkSocial Network PR campaign platform Followers effect eDMeDM Emails to the members of Fortune Wings Club Hainan Airlines Implementation Process Reach QR CodeQR Code Fast accessing through mobiles Other displaysOther displays In-flight newspaper & In-flight vide
14、o broadcast APP APP iOS & Android platforms Hainan Airlines Deadline for submitting photos - starting at 12:01 am on Tuesday, May 1, 2012 - closing at 11:59 pm on Friday, June 1, 2012. Voting Terms and regulations - voting by HNA accounts - one vote per person - starting at 12:01 am on Monday, June
15、4, 2012. - closing at 11:59 pm on Wednesday, July 4, 2012. - the top 10 winners will be announced on August 1, 2012 on HNAs own website and Apps. Implementation Process Act & Convert Hainan Airlines Implementation Process Act & Convert Round-trip Ticket to HainanCoupon for Four-star Hotel Picture Sh
16、ow Topics on MicroblogTravelling diaries Blogging Hainan Airlines Implementation Process Engage Word of mouth Communicator & promoters Influent more customers Hainan Airlines Public Relationship & Crisis Management Public comments responding Crisis management plans Hainan Airlines Measurement Proces
17、s - KPIs Engagement Metrics Influence Metrics Share of Voice and Sentiment Conversions Hainan Airlines PART IV Conclusion Hainan Airlines Advantages 1. Mainland digital marketing situation 2. International Tourism Island 3. HNA Group benefits Hainan Airlines Disadvantages 1. Long-term returns 2. Cheating 3. Personal information security 4. Precise measurement analytics Hainan Airlines Thank You! Hainan Airlines Comments