HG Hotels’ CRM Strategy Research

In the21st century, with the rapid economic development and comprehensive application of computer information and network technology, the customers’ requirement changed enormously, the enterprises accelerate the pace of the development and innovation, and are facing the more complex and fierce competition. With China’s opening degree rise increasingly, the hotel industry had a large expansion. Faced with the double pressure of the international hotel groups and the Economy Hotels, the independent hotels behaved not very well in the competitive power, financial results and brand awareness. How to improve whole management levels of the independent hotels, the construction and implementation of CRM is a right crucial way, which can optimize the organization structure and workflow in the strategic point.CRM is developed from the relationship marketing theory in the last century, emphasized that enterprise should centered on the customers. By the use of the present technology, forecasts and masters the customers’requirements, focusing on the valuable guests, by the cooperation of all departments, improves customers’satisfaction and loyalty and achieves the business targets. In the today’s buyer’s market dominant case, CRM ideas and technology for enterprises points out the key problems of enterprise development, enhanced the enterprise benefit, be quickly applied to enterprise management.Hotel industry is a typical service industry, has many different customers, the process of guests consumption is the process of the hotel staff serving guests, there are so many contacting moment and each moment of truth has a direct impact on the customers’evaluation. To ensure that every part of the hotel act as a whole together to provide a consistent, fluent, high quality service to the guests, the best way is to import the customer relationship management mode and technology.HG hotel is a4star hotel in Jinan, due to the old equipment, obsolete management, insufficient funds and other reasons, HG still stays in the original product marketing, unable to adapt to the needs of the modern competition.After the CRM research in the theory and successful hotels’actual practice, this article proposed HG Hotel CRM Model basing on the customer life-cycle. On the analysis of the problems and gap in customer relationship management in HG hotel, the paper puts forward the countermeasures and suggestions in the CRM implementation, the specific operation methods also provide reference for other independent hotels.