中国经济型饭店顾客关系营销研究.docVIP

京第二外国语学院 硕士学位论文 中国经济型饭店顾客关系营销研究 姓名：李琳琳 申请学位级别：硕士 专业：旅游管理 导教师：殷敏ABSTRACT In the middle and latter half of the 1990s, with the raising of citizens income levels and growing of leisure time, as well as the increasingly rising of the ways of tourism such as self-service travel, family travel, small group travel and independent travel, Chinese tourists are becoming rational in the consumption of accommodation, which manifests in the requests of economic, safety and comfort lodging and other more specific requirements, to meet the needs of general consumption, economy hotels come into being. Different from the high position and high price of the high star-rated hotels，economy hotels, which provide an economic price and the clean, efficient，safe and comfortable accommodation service to the general consumers, have been recognized by the market. Due to the better economic return and the shorter payback period, sources of investment have been made into the economy hotels，which make the economy hotels go into a period of rapid development, new brands emerging, business expansion heating up, the number of economy hotels quickly increasing, but it also makes the economy hotel products oversupply, resulting in the fierce competition among enterprises. In this situation, many hotels are trying to use price-cutting competition to win market share, which only brings short-term earnings, in order to obtain long-term benefits, economy hotels must be able to retain customers. According to the 20/80 marketing rule, 80% of the profits of enterprises comes from 20% or even less loyal consumers. Especially for hotels, which offer services to people, retaining customers and improving customers repeat purchase rate come more important than discovering new customers，therefore, the marketing approach should be people-oriented. Economy hotel customer relationship marketing is to establish and maintain a long-term good and harmonious relation with their customers, and its goal is to ma