Customer Relationship Management Re Search Of Spa Town

Since the late 1990 s, customer relationship management has become a fashionable business term. It has been widely concerned in the business and academic circles. For the service enterprise, its core is to meet the needs of customers, so the level of customer relationship management directly determines the efficiency of the enterprise. How to solve the relationship between customers and enterprises, how to improve the level of customer relationship management, how to improve customer service level, is the company's management needs to be solved.CRM is widely used in the field of manufacturing, retail, financial services, telecommunications, etc.. Online shopping mall and some emerging and Internet is closely linked to the enterprises have become the first CRM beneficiaries. Entertainment facilities as one of the hotel industry as a typical service industry, the customer is an important resource for the survival of, at the same time, the customer to request the hotel is personalized service and good experience, which requires all its business activities must take the customer as the center, the customer satisfaction and loyalty as their pursuit of the goal. The hotel's business and industry characteristics and the purpose of the CRM is consistent, therefore, the introduction of the hotel industry is bound to CRM.Royal hot spring resort town(hereinafter referred to as the "small town") is a new type of hot spring tourism complex, which is a new type of hotel, which is a new type of hotel with the coming of the leisure time and the tourism industry. Nearly 100 years since the international hot spring industry development is the most common and most successful a industry cluster development model, the company was established in 2009, with a registered capital of 100 million 50 million, the company is a specialized development of hot springs resort real estate projects, has been the development and operation of Shijiazhuang Gaocheng the Royal Spa resort town, is being developed with Shenyang Imperial Hot Spring Resort Town, Shijiazhuang Xibaipo in Royal Spa resort town of three projects. Which is located in Shijiazhuang East sanhuan East 16 kilometers, covers an area of 500 acres, composed of villas, spa, Spa Hotel annual turnover of 8000 Duowanyu. This new set of entertainment andleisure facilities and the hotel is being developed. Phase, compared with the traditional hotel, the hotel in the marketing stand has the advantage, but a wide range of hotel management facing customers large and complex problems, but most of the hotel simply to CRM understanding for an IT software, only care about its technical level and ignore the introduction of CRM, eventually lead to spend big money but did not receive the slightest effect.The town as the research object, through the analysis of company customer relationship management present situation, existing problems, find out ways to solve the problem, improve the level of a company's customer relationship management, reduce the enterprises to develop new customers for the cost and transaction cost, to attract and retain more customers, ultimately bring more profit for the enterprise.This paper is divided into seven chapters. The spirit of "ask questions- Analysis of the problem- to solve the problem of" ideas, in the first chapter, a brief introduction of the background, research status at home and abroad, purpose and significance of the research, research methods and content, this paper innovation. The second chapter reviews the theory of customer relationship management, and reviews the relevant theories of customer relationship management. The third chapter introduced the Royal Spa resort town, and the status of customer relationship management; in the fourth chapter, purely town customer relationship management; chapter five town of customer relationship management system improvement suggestions and countermeasures; in Chapter 6, the author from the three aspects of organization, system, information on safeguard measures to upgrade the level of customer relationship management. The seventh chapter summarizes the full text, and points out the limitations and shortcomings of this study. The angle of combining theory and practice, to the town of customer relationship management were studied and quite workable measures proposed, hope to our country comprehensive hotel industry has a certain degree of reference significance.