本文首先阐述了客户关系管理的涵义、目标和关键因素，同时对国内外航空会员计划的发展和现状进行了分析，明确了客户关系管理在航空公司经营管理中的重要地位。本文以深圳航空公司为例，通过对深航自身会员计划发展和运作情况进行分析，同时也与国内标杆航空公司如国航等在业务模式、会员数据、服务差异、会员沟通策略、 IT支持等五个方面进行比较，系统阐述了目前深航会员客户关系管理过程中存在的不足之处。为准确把握客户需求，对深航关键客户的核心需求进行了深入分析和总结。本文从系统的旅客调查研究、服务品质提升、服务链整合、资源共享、沟通渠道完善、营销数据库建设、里程银行的应用等七个方面着手，提出了相应的客户关系管理改进计划。

Firstly this article explains the implication, objectives and key factors of customer relationship management, and analyzes the development and present situation of the domestic and international aviation Frequent Flyer Program. Thus it confirms the significant position of customer relationship management in airlines’ management.On the analysis of the development and operation situation of ZH’s FFP, and compared with Air China, the model airlines in China, with respect to business mode, the membership data, service differentiation, membership communication strategy and IT support, this article elaborates the deficiencies in the customer relationship management of ZH’s FFP. In order to accurately grasp customer requirements, this article makes deep analysis and summary of the core requirements of ZH’s key customers.Considering the following seven aspects as passenger survey research, service quality improvement, service chain integration, resource sharing, communication channels improvement, marketing database construction and miles’ bank, it puts forward the corresponding improvement program of CRM.