汉庭酒店客户关系管理策略研究

发布时间：2018-02-14 06:31

本文关键词： 客户关系管理客户忠诚汉庭酒店目标客户　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着旅游环境的进一步优化及企业商旅活动的增多,人们对经济型酒店的需求会继续增长。这对于汉庭酒店来说是个发展机遇,但是国外经济型酒店品牌在中国市场的不断扩张,国内酒店集团在中端酒店市场的加速布局,给汉庭酒店带来了巨大压力,酒店的客户分流严重,客户对服务的要求不断提高。汉庭酒店要想取得竞争优势,必须加强客户关系管理。本文以汉庭酒店为研究对象,采用文献研究法、比较研究法、案例分析法和访谈法,梳理了客户关系管理的概念和相关理论,就顾客满意度指数模型和消费者购买决策模型展开了理论阐述。以客户关系管理的相关理论为基础,对汉庭酒店的客户关系管理问题和客户关系管理策略进行了分析和研究。首先通过研究汉庭酒店客户关系管理现状,发现汉庭酒店客户关系管理的问题所在,并分析问题的原因。其存在的主要问题为客户的信息分类不够清晰、信息管理系统应用不够、缺乏有效的监督和评估等;其次对汉庭酒店的目标客户需求与行为进行分析,更加明确目标客户消费特点;最后根据以上研究内容,并借鉴国内外经济型酒店客户关系管理的经验,基于客户关系管理生命周期理论,提出了汉庭酒店的客户关系管理策略,分别在客户获取、客户分类、客户维护和客户流失管理方面有针对性的进行改进。汉庭酒店的客户关系管理策略制定先从客户获取开始,通过产品、价格和渠道赢得更多的客源,接着针对不同类型的客户制定了相应的营销策略。客户关系管理离不开客户关系管理系统的建立,本文从销售管理、客户管理等模块构建了汉庭酒店完整的客户关系管理系统,为客户关系管理策略的实施提供有力的技术支持和保障。通过本文的研究,一方面为汉庭酒店改造客户关系管理系统,提升客户关系管理水平提供了理论指导;另一方面也为国内经济型酒店行业客户关系管理理论研究和实际运用提供参考。
[Abstract]:With the increase of tourism environment and further optimize the enterprise business activities, people's demand on the Econo Hotel will continue to grow. This is a development opportunity for Hanting Hotels, but foreign Econo Hotel brand expansion in Chinese market, speed up the layout of the domestic hotel group in the hotel market in the end, it brings enormous pressure to the Hanting Hotels, hotel customers serious diversion, customer service requirements continue to improve. Hanting Hotels to gain a competitive advantage, we must strengthen the customer relationship management. In this paper, the Hanting Hotels as the research object, adopt literature method, comparative method, case analysis method and interview method, combing the concept of customer relationship management and related theory on customer satisfaction index model and the consumer purchase decision-making model launched the theory. In the theory of customer relationship management based on Hanting Hotels The customer relationship management and customer relationship management strategy are analyzed and researched. Firstly, through relationship management research found at the Hanting Hotels Hanting Hotels customers, customer relationship management problems, and analyze the cause of the problem. The main problems for the customer information classification is not clear, the information management system application is not enough, the lack of supervision and evaluation the analysis on the Hanting Hotels; secondly the target customer needs and behavior, more targeted customer consumption characteristics; finally, according to the above research contents, and draw lessons from domestic and international experience of Econo Hotel customer relationship management, customer relationship management based on the life cycle theory, put forward the strategy of customer relationship management of the Hanting Hotels, respectively in customer acquisition, customer classification customers, maintenance and Customer Churn Management targeted to improve customer relationships. Hanting Hotels The Department of management strategy to get started, from the customer through product, price and channels to win more customers and then formulate corresponding marketing strategies for different types of customers. The establishment of customer relationship management cannot do without the customer relationship management system, this article from the sales management, customer management and other modules to build a customer relationship management system complete Hanting Hotels that provides strong technical support for the implementation of customer relationship management strategy. Through this research, on the one hand for the Hanting Hotels renovation of customer relationship management system, management provides a theoretical guidance to the level of customer relationship management; on the other hand for domestic research on customer relationship management theory and practical application of Econo Hotel industry to provide reference.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F719.2

【参考文献】