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1、Team members LI Jie LI Lingxiu LI Shengda WAN Haiqing,(11417099 )(11417277)(11422289)(11417463),A Digital Marketing Proposal for Hainan Airlines,Outline,PART I Brief Introduction and Environmental Analysis of Hainan AirlinesPART II Digital Marketing OverviewPART III Proposed Digital Marketing Campai
2、gn for Hainan AirlinesPART IV Conclusion,PART I Brief Introduction and Environmental Analysis of Hainan Airlines,Brief Introduction Branches,Hainan Airline Limited Company founded in 1993in the Hainan Special District,Merging and Rearranging:,Hainan AirlinesShanxi Airlines,Changan Airlines, China Xi
3、nhua Airlines,Capital Airlines,TianjinAirlines,Xiangpeng Airlines,Southwestern Airlines,Deer Jet,Hong Kong AirlinesHong Kong Express Airways,Brief Introduction Core Businesses,Brief Introduction Positioning,建立中华民族的世界级航空企业和世界级航空品牌,Brief introduction-Brand Value,ConvenienceWarmthInnovation,SWOT Analys
4、is Strengths,Extensive Flight Routes,Rich of Reputation,Attraction of BRICs,Benefits from HNA Group,SWOT Analysis Weaknesses,Uniqueness,Selling Channel,Marketing Positioning,Brand Symbol,SWOT Analysis Opportunities,Fast Economy Growth,Fifth Privilege Opening,“Golden Week” Policy,SWOT Analysis Threat
5、s,WTO Regulation,Airspace Constriction,Economic Flights,CRH Competition,Fluctuated Fuel Price,PART II Digital Marketing Review,Digital Marketing Assess,Mobile MarketingShort Message ServiceApps for iOS & Android - Booking hotels - Sales - Games,Multiple Digital Marketing Channels,Social MediaWeiboRe
6、nren,Multiple Digital Marketing Channels,Consumption Life Cycle,Company website,Mobile Apps,Reach through SNS,Consumption Life Cycle Reach,Ticket Booking Confirm,Check-in,Consumption Life Cycle Act & Convert,booking feedback,Frequent Flyer plan,Join in SNS of HNA,Enquiries & Feedbacks,Consumption Li
7、fe Cycle Engage,Interview Feedback,Hainan Airlines takes,IT Management Department Vice-general Manager,30 IT projects,7% of the total budget,Mobile technology,Internet of Things,SNS service,Interview Feedback,Hainan Airlines Micro-blogger Interview,Case Study Lufthansa,Case Study Lufthansa Multilang
8、uage Websites,eDM,Online Demonstration,Case Study Lufthansa,PART III Proposed Digital Marketing Campaign for Hainan Airlines,Planning Process Objectives,Passengers Ratio on Flying Times,Passengers Consideration Ratio,Planning Process Objectives,Planning Process Objectives,Brand Awareness&Digital Mar
9、keting Platform,Planning Process Description,影相海南,Implementation Process Reach,Search EngineIT Department of HNA Group,DisplayPortal websites banner advertising Video websites short commercials,Implementation Process Reach,Social NetworkPR campaign platformFollowers effect,eDMEmails to the members o
10、f Fortune Wings Club,Implementation Process Reach,QR CodeFast accessing through mobiles,Other displaysIn-flight newspaper & In-flight video broadcast,APP iOS & Android platforms,Deadline for submitting photos - starting at 12:01 am on Tuesday, May 1, 2012 - closing at 11:59 pm on Friday, June 1, 201
11、2.Voting Terms and regulations - voting by HNA accounts - one vote per person - starting at 12:01 am on Monday, June 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,
12、Implementation Process Act & Convert,Round-trip Ticket to Hainan,Coupon for Four-star Hotel,Picture Show,Topics on Microblog,Travelling diaries Blogging,Implementation Process Engage,Public Relationship & Crisis Management,Measurement Process - KPIs,PART IV Conclusion,Advantages,Mainland digital marketing situation International Tourism Island HNA Group benefits,Disadvantages,Long-term returns Cheating Personal information security Precise measurement analytics,Thank You!,Comments,
