The Improved Research Of Customer Relationship Management Of Sanxiang Mingzhu Hotel

Customer Relationship Management (CRM) is a customer-centric marketing concept and strategy. Via the customer information of interactive process, CRM system has effectively enhanced the objectives of customer acquisition, customer retention, customer loyalty and customer profitability. CRM, by adopting advanced information technology and management idea, provides customers with one-on-one personalized service, and improves customer value and customer satisfaction, as well as the hotels'profitability. On the other hand, CRM provides scientific basis of decision-making through customers'characteristics intelligent analysis.Based on the daily practice of hotel business management, the thesis firstly carry on a brief research on the hotel's information system and customer relationship management and find out the disadvantage of customer management. Then the author proposes the necessity and goal of customer management improvement.According to the characteristic of hotel industry and the hotel's current state of information management, the thesis carries out an analysis of system requirement. Then the author design and develop all the function modules of hotel CRM. These modules are as follow: information gathering module, information management module, customer relationship management analytical module and data warehouse management. More importantly, the thesis emphatically researches the customer relationship management analytical module which is composed with customer satisfaction rate analysis, customer value analysis and customer segmentation analysis.In the last chapter of the thesis, the author summarizes the key factors and the approach of CRM implementation. Finally, the author makes a series of suggestions of how to carry out a stratagem of CRM.The thesis has strong instructive and practical meaning in designing, developing and implementing hotel CRM system, especially in the field of design customer relationship analytical module.