Research On Customer Relationship Management Of Online Travel Agency

The economic globalization makes the online travel agency in our country face the unprecedented competition pressure,how to deal with the challenge effectively and win the competitive advantage,has become the question which the traveling management enterprise and the academic circles generally care about day by day.When the online travel agency has been difficult to win the advantage from the tourism products and services,online travel agencies how to create value for customers and win valuable customers has become a new focus of competition.Online travel agencies should take the customer as the center,take effective measures to establish a customer relationship management system,implement customer relationship management to form their own marketing network,retain old customers,and develop new customers.It is a pressing matter of the moment the online travel agency management.In this thesis,with Tuniu network as example,the application of customer relationship management in the online travel agency is studied,and customer relationship management solutions of Tuniu network are perfected,to ameliorate service quality,increase the profit of Tuniu network,improve customer relationship and boost customer satisfaction,and enhance the core competitiveness of Tuniu network.This thesis mainly does the following four aspects:(1)Analysis of customer relationship management model of online travel agency,including OTA customer classification and customer life cycle management,OTA customer relationship management hierarchical model discussion,customer relationship management model of Tongcheng network,customer relationship management model of Xiecheng tourism network,customer relationship management model of Zhenlv network and enlightenment of customer relationship management in three major tourism companies.(2)Problems and improvement measures of Tuniu network in customer relationship management,including Tuniu network operation situation briefly,the existing problems in the work of customer relationship management of Tuniu network,and the improvement method of customer relationship management of Tuniu network.Among them,the existing problems in the work of customer relationship management of Tuniu network is mainly about customer service process easy to disconnect,slow speed in response to customers,single contact mode between Tuniu network and customers,lack of professional degree,poor customer experience,the high price and low margin of tourism products,and the aging of tourism products.About the method of improving the customer relationship management,the improvement methods are put forward for the existing problems in the work of customer relationship management of Tuniu network.(3)The optimization scheme of customer relationship management of Tuniu network.It is mainly expounded which include infrastructure of implementation of customer relationship management of online travel agency,CRM model structure of online travel agency,the optimization scheme of business service of Tuniu network,the optimization scheme of operating service of Tuniu network,the optimization scheme of management mode of Tuniu network and the optimization scheme of customer experience of Tuniu network.(4)Customer relationship management suggestions and practices of Tuniu network,including strategy to development the online travel market practices of online travel agency,establishing plan of implementing CRM of online travel agency,creating and training staff of CRM of Tuniu network,member level management of Tuniu network,the technology support of implementing CRM of Tuniu network,and the assessment of CRM service quality of Tuniu network.Among them,strategy to development the online travel market practices of online travel agency is elaborated from three aspects;establishing plan of implementing CRM of online travel agency is elaborated from the objectives of implementing CRM of Tuniu network,the key point of implementing CRM,and the specific measures of implementing CRM of Tuniu network;Creating and training CRM staff of Tuniu network is elaborated from the discovery of service pain points and the establishment of membership service system,enhancing customer experience and strengthening the membership service system,strengthening the membership service team and covering more users and other content.Member level management of Tuniu network is elaborated from member level division,membership tag evaluation criteria,improving customer experience and reducing the service pain points and other content.The technology support of implementing CRM of Tuniu network is elaborated from CRM3.0 version planning and the whole process,intelligent online service large data support precision service members;the assessment of CRM service quality of Tuniu network is elaborated from the establishment of department of customer service and complaints and practice results of customer relationship management of Tuniu network.