Study Of Customer Relationship Management In The Hotel Industry

These years, CRM(Customer relationship management) as a new management system and concept has been so widely praised by national and international theory and enterprises circles that a rush on study customer relationship and its application are roaring. Researchers and entrepreneurs are keen to rebuild close relationship between enterprises and clients in cyber age with the help of IT leverage. Therefore, a leading management principle is created in a new business environment in expectation.Hotel industry advances its contemporary a lot in management and informationalization it' s also a typical hospitality industry. The development and profit comes from the roll-in customer. In hotel industry, so long as the management idea "Customer is the service guideline" is applied to set up a firm partner relationship with the custmoer, the hotel can dig for the potential customer effectively, keep the visited returning and improve their loyalty. Therefore, it is taken for granted that an effective customer relationship management is a sharp weapon to improve a hotel competition. However certain reasons have lagged hotels from other industries in CRM application and research.Via the research on CRM theory, the dissertation depicts the origin, formation and development of CRM theory. Based on the development course and trend of hotel industry, it also analyzes the impact of internet economy on hotel industry, the importance and the urgency of conducting customer relationship management.The key points of the dissertation are hotel CRM theory and application research. In theory aspect, hotel customer relations around its life circle are analyzed. Respectively, ways of building good relationship with customer in different stages are put forward. The hotel customer relationship is summarized with the characteristics of multi-graduation, complexity, subjectivity and low-loyalty. What' s more, customer relationship management , hotel cor-competence, hotel culture building are studied at the same time. In hotel CRM application aspect, thedissertation analyzes and summarizes the factors interfering the utilization. Corresponding solutions are worked out. The hotel business after carrying out CRM, sales & marketing, customer support and service procedure are roughly mapped out. The hotel CRM structure is perceived as well. Finally come the steps to carry out CRM. By using computer to search and summarize relevant documents, the writer made her research and composed the essay. Charts and forms are used to demonstrate relevant issues.Here is the conclusion of the research: A, based on the analization of factors influencing CRM application, corresponding measures are taken as follows:1)enhancing awareness and skill training, setting up rational system to ensure the collection of customer information. 2)adapting working procedures and organization. 3)buying some practical ROMs to mend the running computer management system or discard it by using a whole new set to accomplish the function of CRM. 4) selecting the most appropriate and high quality product. B, the six steps for carrying out CRM: first, setting out strategical goal of CRM. Secondly, setting out periodic goal and implement line. Thirdly, analyzing the organization structure. Fourthly, mapping out the customer relationship management structure. Fifthly, carrying out the CRM system. Sixthly, conducting appraisal.