The Xishu Hotel Customer Relationship Management Strategy And Implementation Of Research,

How can domestic hotels face and deal with the competition from foreign hoteliers when more and more foreign hotels enter into Chinese market? As a typical service business, the development and profit of a hotel comes from the roll-in customers. In this sector, so long as the managerial idea"customer is the service guideline"is applied to set up a solid partner connection with the customer, the hotel can obtain the potential customers effectively, retain the visited customers and improve theirs satisfaction and loyalty by building a closer relationship with them. Therefore, the ability of managing customer relationships in an effective way is a sharp weapon to build up the competitive edge of a hotel.In its study with Xishu hotel, a five-star hotel in Sichuan, as its background, this thesis emphasizes on combining theories with practices, and makes a profound research on the internal and external environment in Xishu hotel's course of development. At the meanwhile, it inspects and analyses the need of the company in view of its weakness in its functionality in the customer relationship management. On the basis of scientific research and objective analysis, it proposes the strategic importance of CRM and elaborates how to implement CRM initiative strategically, operationally and analytically under the analytic framework of CRM value chain. This will help Xishu hotel to establish its core competitiveness so that it will obtain the competitive advantages permanently. Through study, this thesis not only shows a way to CRM for Xishu hotel to improve its self-competitiveness, but also designs a plan for its CRM implementation. Xishu hotel should make great effort to perfect the various factors that influence the implementation of the CRM in order to take CRM into effect as soon as possible.