Era Of Knowledge Economy Of The Tourism Enterprise Customer Relationship Management Theory And Applied Research

With further reforms and China's entry into WTO, China's travel industry is confronted with the unprecedented intense competition. After entry into WTO, China's travel industry is in the face of much more austere challenges from the foreign counterparts. Comparatively, with abundant corporate capital, rich management experience and state-of-the-art technologies and techniques employed, foreign travel enterprises have already convert single tourism product into more complex integrated services, which have become the new profit zone. A change is a must, which is the determinant of sustainable development of travel industry in the new century.Owning the best customer seems to be the real everlasting secret of corporate success. Through the implementation of CRM (Customer Relationship Management), a panorama of corporate management would be supplied, higher-quality customer service would be possible, and with better customer communication capability endowed with, a greater number of customers would be won and a higher customer loyalty would be achieved. Western business practices have proved CRM the best way to build corporate core competence, to find a new profit zone and to achieve corporate sustainability. In the era of Knowledge Economy, CRM is based on Internet Information system rather than traditional notebook and paper. Only with the help of computer information system can the strategic goal of a higher customer satisfaction be achieved. With the limitation of a backward economy, the research in the field of CRM in China is relatively lagged behind. Even so, with continuous theoretical guidance of IT industry, a number of industries are taking measures to implement CRM. Some corporations even see the blooming of flowers of CRM and are expecting the fruits of CRM. However in China, little systematic research on CRM implementation of travel enterprises have been made and the attention paid to it is far from being enough. Backward in theory and research is doomed to be a block on the road to the enhancement of corporate CRM capability within China's travel industry. Lacking sufficient CRM capability is sure to impair the status of travel industry as a supporting one within China's tertiary industry. Therefore, set in the background of knowledge economy and knowledge management trend, this thesis integrates the state-of-the-art CRM theory at home and abroad, highly generalizes and analyzes the principles and application foreground of relationship technologies such as Call Center, Data Warehouse and Data Mining. Focused on travel industry, this thesis tries to discuss the CRM strategy and establish a CRM implementation framework. Some classic successful CRM implementation case in point study is expected to inspire when specific enterprises facing their own CRM challenges and to help turn theory into practice. More and further research on CRM in travel industry is expected.