宾馆营销策划论文.docxVIP

摘 要：随着中国改革开放的深入开展，政治经济发展带动我国的美誉度提升，旅游住宿行业因此得到快速发展，外国资本相继涌入我国商务酒店。从我国商务酒店的快速发展形势上可以发现，目前我国的商务酒店在城市中的发展已经处于比较完善状态。在强大的互联网提供透明信息的前提之下，顾客面前拥有如此众多的选择，他们完全拥有主动的选择权。顾客关系营销是关系营销策略的重要部分，企业要想获得长期生存发展，就必须时刻关注顾客的兴趣爱好，了解顾客期望，满足顾客意愿，从而拉近与顾客之间的关系，获得顾客满意和顾客忠诚。 通过分析北京市乐雅轩宾馆顾客满意度和忠诚度，文章分为四个部分：首先介绍论文研究的背景与意义，其次分析北京市乐雅轩宾馆顾客满意度和忠诚度，交代乐雅轩宾馆的具体情况，以及进行满意度忠诚度调查的必要性；再次，设计调查问卷，分析其顾客满意度反映出来的问题；最后提出了在今后发展中提升乐雅轩宾馆顾客满意度和忠诚度的建议。 关键词：顾客满意度 忠诚度 调查分析 Abstract ：As China continues to improve and develop our business in the international tourism market position, more and more foreign capital to increase the market for our business investment in the hotel industry, look at our business hotel development seen in the forefront of Chinas Hotel urban development has been very mature. Under the open market information transparent background, the face of so many choices, the customer is completely dominant. As an important part of customer relationship marketing relationship marketing strategy requires companies to do their utmost to meet customer needs, enhance customer satisfaction and customer loyalty, retain customers and establish long-term cooperative relations, so as to obtain sustainable profit sources and growing. This article analyzes the Beijing Leyaxuan hotel customer satisfaction and loyalty, the article is divided into four sections: Introduction describes the background and significance of the research, followed by analysis of the Beijing Leyaxuan hotel customer satisfaction and loyalty, confessed hotel specific circumstances and necessity loyalty satisfaction surveys; again, design questionnaires, analyze their problems as reflected in customer satisfaction; and finally proposes to enhance the hotel in the future development of customer satisfaction recommendations and loyalty of. Keywords: customer satisfaction loyalty Investigation and Analysis 目 录 摘要 I 英文摘要 II 目录 i 1 前言 1 1.1研究的背景及意义 1 1.2研究的内容 1 1.3 研究方法 2 2 北京市乐雅轩宾馆及其顾客群体现状 2 2.1乐雅轩宾馆概况 2 2.2乐雅轩宾馆顾客群体现状分析 4 2.2.1消费群体 4 2.2.2 消费特征 5