The Study Of Relationship Marketing Usage In Golden Leaf Hotel

Relationship marketing represents essentially a kind of typical marketingtransformation --the change from the center of acquiring/dealing then to thecenter of reserving/relationship. Relationship marketing is a kind of principleof management, also a kind of strategy guidebook, which makes a point ofkeeping current customers but not acquiring new customers. According to thiskind of assumption and the facts as follows --reserving a current customerusually costs much less than acquiring a new customer, therefore, manycurrent marketers are wild about the research on the strategies for the validcustomer reservation.This thesis puts forward to the topic of marketing in deeply appreciatingthe foundation of relationship marketing theories essence, combining currentmarket condition of the Golden Leaf Hotel which has already had a largeconsumption community, that is, applies the relationship marketing theories inthe practice of the Golden Leaf Hotel. To realize the transformation to practicein the given context, the thesis explains in detail and searches valuably fromthe following aspects:Firstly, understanding about relationship marketing in the hotel. Throughthe understanding of the concept of relationship marketing, the survey ofdevelopment history of relationship marketing, we make the members in thehotel accept relationship marketing at different stages and between differentgroups, accordingly, realizing in consciousness basic change comparing withbefore, rectifying the unilateral cognition which is "relationship, the human"formed in hotel employees' consciousness before, insuring the all-directionsstrategy implement in the hotel marketing activities under the scientificphilosophy.Secondly, the necessity and urgency of relationship marketing in thehotel. Accompany with relationship marketing theories become graduallymature, their functions to instruct the practice are paid high attention in eachprofession, certainly including hotel profession. At this point, the two cases inthe thesis are the best examples, which have embodied beneficial influencefrom relationship marketing, from the angle both exterior relationshipmarketing and inner relationship marketing accordingly, clarified the necessitythat the Golden Leaf Hotel employs relationship marketing. At the same time,the thesis analyses the limitations in detail that exist in the Golden Leaf Hotel'scurrent marketing in market marketing proceeded the detailed analysis, andpoints out the problems such as "internal and external relationship marketingposses the same significance"; to govern scientifically clients; to avoid makinga point of the new source development but neglecting the old customer'smaintenance, etc. makes the hotel governors know well the urgency to employthe relationship marketing.Thirdly, the method research that the Golden Leaf Hotel employsrelationship marketing. From theories to the fulfillment, among them theconversion process is complicated, as a result, it is very important the hoteladopts in a specific way methods in the process of employing relationshipmarketing. to make the methods easy and economical, at the same time, tomake it very strong leading function, the thesis analyses in detail every kind ofenvironment of the Golden Hotel, expanding for the way of thinking toprovide the support with the research of the method. On the foundation,according to two-dimension thoughts and internal and external logicalrelations, from the angles of macro and micro views to solve the problems, thehotel establishes inner relationship marketing model and exterior. To establishthe model, the hotel absorbed the thought essence of each relationshipmarketing school, from all-directions considerate all kinds of relationshipsbetween each section of the hotel, the hotel's policy and employees, sectionsand employees; examines the relationships between the hotel and exteriormain factor market, the hotel and its suppliers, competition, customers andsubstitute promoters, gives an instruction to the inner restructuring when thehotel employs relationship marketing. Speaking from another angle,reasonable usage of the systematic conception in resolving concretelyproblems makes internal communication in the Golden Leaf Hotelcoordination mechanism circulate smoothly, supports the application ofrelationship marketing theories in the practice of the Golden Leaf Hotel. All ofthose develop the new path in the hotel to the application of relationshipmarketing in practice.Fourthly, the strategies of relationship marketing adopted by the GoldenLeaf Hotel. We can say, the main aim to adopt the relationship marketing is tocreate the customer's loyalty. To achieve such end, we especially designseveral strategies to employ the relationship marketing for the Golden LeafHotel from internal & external aspect:First, in order to ensure the relationship marketing thought isimplemented in golden leaf hotel, carry out the employee's high loyalty, andconstruct a whole and harmonious work environment of a section at the sametime, in the thesis, it is pointed out that we have two counter-plan for puttingrelationship marketing in practice, one is introductory in strategy, which cantells the employees that relationship marketing is so important for golden leafhotel, and we must accept it under the environment changing; an other one isinvigorative strategy, in this section the employees will be given affirmationand reward unless their behavior is not conform to the inner relationmarketing , enhance the relation marketing consciousness of the internalmember gradually, and make employee and some department turned moreactivity than formerly.The next, aim at the golden leaf hotel's plan that is related to the externalrelationship marketing, we had taken some times to analysis theblemish which existent in relationship marketing, put forward as follows a fewstrategies while carry out the frame of the relationship marketing:1.The orientation strategy. That is to say, golden leaf hotel can attain thepurpose of the relationship-marketing object by analysis hotel's present marketstructure.2. Product innovation strategy .in thesis, we had elaborated from the realobject product and invisible two angles of product respectively in relationshipmarketing, about which the product creative method and functions, and showsthe product innovation to relate to the foundation contribution of the marketingactivity.3.Price strategy. After considering the price factor which usually caninfluence the hotel's relationship marketing, it bring forward a series of pricesolution method by putting the price strategy into effect, fitted together to therequest of relation marketing on price factor.