Strategic Conception And Practice On The C&D Travel Service Membership In The Era Of Internet

As one of the pillar industries of tourism,the prosperity of the tourism industry is inseparable from the development of travel agencies.In the customer-centered era,the management of customer relationship has an important influence on the operation and development of travel agencies.The emergence of the mobile Internet,the rise of OTA and other online travel platform,presents a great challenge to the traditional travel agency business model.To explore new customer relationship management model in the mobile Internet era is of great significance for enhancing the core competitive advantages of the traditional travel agencies.Firstly,this paper defines and arranges the mobile Internet,STPtheory,customer relationship management,"member plus" and other related concepts.Then,it analyses the internal and external environment of customer relationship management in C&D International Travel Service in the mobile Internet era.Through survey questionnaires about the customer relationship management,communication with customers,the reasons of customer drains,the room for improving customer relationship management and other aspects filled out by 115 employees and with the help of Excel,the author analyses the survey data and summarize the current situation of C&D International Travel Service in customer relationship management.Also,through the interviews of the tourism industry leaders,colleagues and other personnel and the author's observations during working in the tourism industry for many years,the challenges of C&D International Travel Service in the face of the mobile Internet environment challenges are summarized.Secondly,through the analysis of cases of three different types of membership club cooperated with Amway,Zhanglvtong,China Mobile,and Shanghai Pudong Development Bank,Shanghai Railway International Tourism Group,the modes and the characteristics of construction in various member clubs are analyzed and summed up.Finally,this paper proposes the "member plus" strategic conception and implementation methods of C&D International Travel Service.After making the overall planning of the construction of membership and then based on the STP theory,the author puts forward the "Latitude and longitude Investment Law" to specify the market and establishes different member clubs aimed to different groups of people.Learning from the concept "let the customers become your sellers " of direct selling industry,the author suggests to establish three different kinds of "member plus"strategic clubs such as member clubs like distributions and money managing clubs cooperated with financial institutions and the other one,thus describes the strategic positioning,objectives,functions and modules of the club,finally puts forward the overall strategic implementations of the proposed strategic vision and planning.This paper uses Xiamen C&D International Travel Service as the representative of the traditional travel agencies,analyses the customer relationship management status and the existing problems in the mobile international era,thus put forward the strategic vision and the implement of "member plus".The writer hopes that the research made in this paper has the referential significance on traditional travel agencies for improving the customer relationship management in the mobile Internet era.