Study On Customer Relationship Management Strategy Of D Hotel

Customer Relationship Management(CRM)comes from customer-centric marketing concept.By through supervising and improving alternative exchange between enterprise and customer,it can take charge of customer requirement and handle relevant matters property.CRM,by adopting advanced information technology and optimizing the business process,has effectively enhanced the objective of hotel's profitability.CRM improves customer satisfaction and sale performance.On the other hand,CRM provides scientific basis of decision-making on financial measures and product reformation.Based on the daily practice of D hotel business management,the thesis firstly carry on a brief research on D hotel's customer relationship management and customer sources,shaping customer characters,customer behavior,indexes that customer concern about when they make choice,finding out the disadvantage of customer management of D hotel.Then the author proposes the strategy of customer management improvement.The program includes customer information model,specific customer's needs analysis,customer classification model,the specific measures to improve customer satisfaction and loyalty,and the technical scheme for building the CRM system.The paper also provides detail implementation steps.Finally,this paper points out that D Hotel must establish a customer centered corporate culture,build a customer oriented business organization and related guarantee system so as to ensure the successful implementation of CRM strategy.This paper focuses on the use of modern information technology and the concept of customer relationship,in order to improve the D Hotel occupancy rate and catering attendance,which brings good long-term development and profits for the enterprise,at the same time to improve the D Hotel management difficult situation,make D Hotel has some competition in the hotel industry in Lanzhou.