Study On Customer Relationship Management In China's Forest Tourism Service Industry

Customer Relationship Management(CRM) is an integrative system that combines a series of theory with method, technique, ability and software in order to develop the long-term cooperation between an enterprise and its customers and increase the enterprise's customer-centric running capability. CRM incarnates the conversion of an enterprise's management pattern. With the help of CRM, an enterprise can optimize its customer data and realize its long-term payoff goal.In recent year, China's forest tourism has rapidly developed, which produces a large number of service enterprises in forest tourism. However, many problems such as small scale, low service quality and short consciousness of trademarks exist in these enterprises. The developing step of these enterprises is still far behind forest tourism's.Forest tourism service industry is a branch of service industry and obviously has a service character. The thesis scans all these problems of China's forest tourism service industry from the point view of customer relationship. In order to improve the service quality of China's forest tourism service industry, this thesis introduces the thought and technique of CRM.This thesis introduces the basic theory, research and application of CRM. Especially, this thesis lays stress on the key technique of CRM: data warehouse and data mining. The thesis also introduces customer analysis theory by demonstrating a model based on decision tree of the response rate to travel propaganda.This thesis attests the necessary condition and the feasible condition to the application of CRM in forest tourism service industry. It also provides a CRM software model fit for the medium-sized and pint-sized service enterprises of forest tourism.This thesis finally introduces a CRM system of a forestry travel agency (FTACRM).The system realizes some functions of CRM.The combination of forest tourism and CRM is a new experiment. There will be some social and economic value of the experiment to speed up the progress of China's forest tourism.