《旅行社客户关系管理的研究》-毕业论文.docVIP

PAGE lw 摘 要 面对全球经济一体化的今天,一个以 “客户为王”的时代已经来临,我国旅行社在这个新的环境下面临着巨大的挑战。一方面，旅游者的选择越来越多,这种选择性不但包括旅游产品的种类、付款方式和购买渠道,还包括可以较低的成本在不同的旅游企业间进行转换,使得旅游者的忠诚度极低;另外,由于旅游产品的无差异化程度极高,旅行社往往是通过价格战来应对激烈的市场竞争。针对目前旅行社“低价格、低利润”的现象,企业如何赢得和保持客户量并使追求的利润最大化,是有关旅行社发展问题之一,客户关系管理无疑为此问题的解决提供了有效的途径。 目前,我国旅行社客户关系管理水平不高,仍存在很多的问题:有些旅行社并没有意识到客户关系管理的重要性,还没有进行客户关系管理,有些旅行社虽然在一定程度上认识到客户关系管理的重要性,但是不知道如何进行客户关系管理,这些都使得客户关系管理的进行收效甚微。我国旅行社的信息化水平普遍较低,使我国旅行社处于客户关系管理的初级阶段，还有些旅行社虽然引入了大型的CRM系统来实施客户关系管理,但是由于客户关系管理能力不足,并没有达到预期的效果。因此我国旅行社必须提高客户关系管理水平,与客户建立长期稳定的良好关系,提高客户满意度和忠诚度,才能更好的实现旅行社和客户的“双赢”。 本文对旅行社客户关系管理产生及其现状进行了分析，对客户关系管理中存在的问题进行探讨, 针对存在的问题提出提高旅行社客户关系管理水平策略。 关键词：旅行社 客户关系 策略 Abstract In the face of global economic integration of a customer is king time is approaching and our travel agent in this new environment facing tremendous challenges. the other hand, the choice of more and more tourists, such selective not only tourist products, including the types of payment and the purchase of sources, including can lower the cost of travel between enterprises and the conversion of the low; In addition, the product without differentiation extent, the price war is often through to the intense market competition.Against the travel agency “low price, lower profits”, businesses how to win and maintain the quantity and the pursuit of profit maximization. the development of one question, the customer relationship management, to solve this problem provides effective ways. At present, our travel service to customer relationship management, there are still many problems. some of the travel agent didnt realize the importance of the customer relationship management, there is no relation to the customer management, some of the travel agency, though in some extent, recognizing the importance of the customer relationship management, but I dont know how to the customer relationship management, these are the customer relationship management is a little. China travel service of information to