云栖酒店客户关系管理研究

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作者	章亚丽
姓名汉语拼音	Zhang Yali
学号	2018000011533
培养单位	兰州财经大学
电话	15294233169
电子邮件	547458692@qq.com
入学年份	2018
学位类别	专业硕士
培养级别	硕士研究生
学科门类	管理学
一级学科名称	工商管理硕士(MBA)
学科代码	1251
授予学位	管理学硕士
第一导师姓名	管新帅
第一导师姓名汉语拼音	Guan Xinshuai
第一导师单位	兰州财经大学
第一导师职称	教授
题名	云栖酒店客户关系管理研究
英文题名	Study on Customer Relationship Management of Yunqi Hotel
关键词	云栖酒店客户关系客户关系管理单体酒店
外文关键词	Yunqi Hotel ; Customer relationship ; Customer relationship management ; Single hotel
摘要	近年来，旅游业的兴盛带动吃、住、行、游、购、娱等关联产业经济增速发展，酒店业作为旅游过程中必要的休憩场所，吸引了大量投资者的注意。据统计，截至2018年底，国内有19.26万家经济型单体酒店，数量占到国内酒店市场的三分之二，在产品同质化程度严重的境况下，单体酒店要持续地保持现有的市场份额，在做好客户管理和客户关系管理方面就显得日益重要。本文以云栖酒店2019年的经营数据为基础，首先对云栖酒店内外部环境和目标客群进行详细分析，结合云栖酒店客户关系管理现状，查找云栖酒店在客户关系管理方面存在的客户识别环节缺失、客户开发能力弱小、客户经营缺乏实效、客户维护缺少实招、客户赢回成效不佳等问题。经过对以上问题的认真梳理和深入剖析发现，产生以上问题的主要原因是云栖酒店缺乏对客户知识的有效利用、在整个市场营销环节中缺失客户关怀、信息化水平拉低了客户服务质量、现行的绩效管理体系无法实现绩效激励、CRM系统发挥作用良莠不齐等。通过对以上问题和成因的研究，运用客户关系管理及相关理论制定应对策略，一是在客户识别方面，对目标客群实行动态监测，制定可对接客户分类的策略；二是在客户开发方面，利用引流方式吸引新客户，关注市场需求开发潜在客户，并做好新老客户的转换衔接；三是在客户经营方面，制定有形无形相结合的产品策略、会员制的价格差异策略、线上线下共同发力的渠道策略，同时重视OTA平台评价管理；四是在客户维护方面，通过不断提高客户让渡价值和推出消费积分奖励计划，维护客户；五是在客户赢回方面，定期调查顾客满意度，完善客户投诉处理机制，建立顾客赢回机制。根据对以上五个维度的研究，为单体酒店在客户关系管理领域积累经验，提供适合于单体酒店客户关系管理的优化和解决方案。
英文摘要	In recent years, the boom of tourism has driven the rapidly economic growth of food, housing, travel, shopping, entertainment and other related industries. As a necessary resting place in travelling, hotels have attracted the attention of a large number of investors. According to statistics, by the end of 2018, there were 192,600 budget independent hotels in China, accounting for two-thirds of the domestic hotel market. How to stabilize the market share? It becomes increasingly important for independent hotel proprietors to run customer management and customer relationship management well. This paper is based on all the operating data of Yunqi Hotel in 2019, through environmental analysis and target customer group analysis of Yunqi Hotel, combined with the status quo of Yunqi Hotel’s customer relationship management, to find the customer identification of Yunqi Hotel in customer relationship management. Problems such as lack of links, weak customer development capabilities, lack of effective customer operations, lack of practical measures for customer maintenance, and poor customer return. After careful combing and in-depth analysis of the above problems, the research found that the reasons for the above problems are the lack of effective use of customer knowledge, the lack of customer care in the entire marketing, the level of information technology has reduced the quality of customer service, and the current performance management The system cannot achieve performance incentives, and the role of the CRM system is uneven. Through the study of the above problems and causes, the use of customer relationship management and related theories to formulate corresponding strategies, in terms of customer identification, dynamic monitoring of target customer groups, and formulation of strategies that can be connected to customer classification; in terms of customer development, use drainage methods to attract new Customers, pay attention to market demand, develop potential customers, and do a good job in the conversion of new and old customers; in terms of customer management, formulate product strategies that combine tangible and intangible products, form a membership-based price difference strategy, and implement a channel strategy of online and offline joint efforts , And attach importance to OTA platform evaluation management; in terms of customer maintenance, continuously improve the value of customer transfers, and launch a consumer point reward program; in terms of customer winback, we must regularly investigate customer satisfaction, improve customer complaint handling mechanisms, and establish a customer winback mechanism. Based on the research of the above five dimensions, we can accumulate experience in the field of customer relationship management for individual hotels, and provide optimization and solutions suitable for individual hotel customer relationship management.
学位类型	硕士
答辩日期	2020
学位授予地点	甘肃省兰州市
页数	59
研究方向	客户关系管理
论文总页数	59
插图总数	0
插表总数	0
参考文献总数	0
馆藏号	0004026
保密级别	公开
中图分类号	F203.9/806
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/30933
专题	兰州财经大学
作者单位	兰州财经大学-MBA中心
第一作者单位	MBA教育中心
推荐引用方式 GB/T 7714	章亚丽 . 云栖酒店客户关系管理研究 [D]. 甘肃省兰州市. 兰州财经大学,2020.

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