Study On The Application Of CRM In Tourism Industry

With the sustaining growth of national economy, the life of people has been greatly improved; the people's demand for tourism and relaxation has increased significantly as well. The tourism industry in Chongqing is rapidly developing, statistic data indicates that total income of tourism industry in 2000 achieved RMBY14.85 billion, accounting 9.3% of Chongqing's GDP in the same year. But competence of tourism industry in Chongqing is still in the initial phase, that is "price first, service second; quantity important, quality less". A large number of tourism companies are enthusiasm about products imitation and price war; therefore the tourism routes and services are quite similar. Tourism companies feel difficult to attract customers and satisfy the customers' needs, thus they are unable to manage the customers' resource effectively. Customer Relationship Management (CRM) offers the practical solution to solve above problems by the way of guide thinking and practice approaches. Through the management of customer relationship- establishing relations, retaining relations and managing relations, enterprises have economically achieved the goal of attracting new customers and retaining old customers. Then enterprises can hold the important customer resource and improve their core competence. The dissertation studies and analyzes benefits of CRM to the enterprises and customers caused by the CRM, presenting that the needs and marginal value of customers are two important factors to determine the effects of CRM conducting. The enterprises should choose different CRM approaches based on customers' needs and value. Combining with the studies on characteristics of tourism industry, the dissertation draws the conclusion that tourism is one of the most suitable industry to carry out CRM. The dissertation provides practical solution- Registered Membership System to solve the current marketing problems of Chongqing GL Tourism Company based on the CRM theory. It also has restructured the business process and organization of this tourism company, thus the management problems should be solved. The dissertation clearly presents that entire CRM theory is an integrated management solution, including guide thinking, strategic plan, management approaches and conducting technologies. The dissertation uses those theories and study approaches, including marketing, strategic management, customer behavioral science and MIS, to analyze and study the internal and external environment of GL Tourism Company, aswell as its target customers. It summarizes definite solution for processing and organizational restructuring of GL Tourism Company, and gives pertinent suggestion on internal management mechanism. The dissertation not only offers practical solution for management improving and competence strengthening of tourism companies, but also provides references for management renovation of other service enterprises.