酒店客户关系管理研究分析.docVIP

重庆科技学院 毕业设计（论文） 题 目 酒店客户理研究--以重庆合川华地王朝酒店为例?院 （系） 专业班级 2011-02 学生姓名 学号 20 指导教师 职称 评阅教师 职称 2015年 月 日ABSTRACT Customer relationship management as a customer centered management philosophy and technology of the combination of the body in every field has played a very important role. As the service industry of the third industry, the hotel industry needs to be improved to meet the needs of the customer to achieve the ultimate goal of the premise. This paper expounds how to improve the customer relationship management in the hotel from the influence of customer relationship management, and take the Hechuan Vatti Imperial-Court Hotel as an example to investigate and analyze the situation of hotel customer relationship management.. In view of the present situation and problems of the hotels customer relationship management, through the issuance of the questionnaire investigation, according to the theory of customer relationship management (CRM), the status of the hotels customer relationship management make analysis and finds out some customers exist in the process of hotel management system management, finally according to the specific circumstances of the hotel summed up the improvement strategies, construct a relatively perfect customer relation management system, hope to a good theory basis functions in the development of the hotel and other, similar cases of hotels customer relationship management. Keywords: hotel;customer relationship management;strategy  目录 摘要 III ABSTRACT IV 一 绪论 1 （一）研究背景 1 （二）研究目的 1 （三）研究意义 1 （四）国内外高星级酒店CRM现状 2 1.国内研究现状 2 2.国外研究现状 3 二 酒店客户关系管理相关理论概述 4 （一）客户关系管理概念 4 （二）客户关系管理的理论基础 4 1.顾客忠诚度 4 2.关系营销 4 3.客户生命周期理论 5 （三）酒店客户关系管理的概念 5 （四）酒店客户关系管理模式 5 1.起始阶段 5 2.实现价值阶段 6 三 合川华帝王朝酒店客户关系管理 7 （一）酒店情况概况 7 （二）对该酒店客户关系管理情况调研及现状分析 7 1.被调查酒店员