Customer Value Management Research Of Hospitality Industry In China

Abstract: This paper focuses on customer value management of hospitality industry in China. It not only briefly introduces some literature on related customer value management research findings and results in China and overseas archives, but also comprehensively analyzes its current situation and some of its problems. Based on the macro-analysis, intermediate analysis and micro-analysis of the current situation and problems, six strategic implementation outlines on domestic customer value management are hereby suggested: (1) Properly deal with the relationship between customer satisfaction and customer value; (2) Implement "six- dimension- management" which is a corner stone of customer value management strategy (product value reliability management, service value functionality management, human resource value sensibility management, image value efficiency management, price &cost economy management, no-price & cost timing management) (3) Promote customer value managemert with focusing on the strategic key points of external marketing, internal marketing, interactive marketing and customer loyalty management. This paper uses the research method of combining both theory with practice and normative analysis with case study. It' s innovated that the customer value management is upgraded to the level of hospitality industry development in China, namely, systematically integrate isolated and spontaneous customer value management activities, establish customer-value-management-oriented hotel management concept and realize customer-value-maximization.and competition -oriented hotel continuity development strategy.