Application Research On Customer Relationship Management Of Hotel Management

Customer Relationship Management (CRM) is the centralized embodiment of the management idea which takes the customer as god. As the commercial competition goes cutthroat day by day, it satisfied the atmosphere of a more obvious of the customer's bardian requests. The essence of CRM is taking systematized analysis and research through the demands of the customer, however, the different profession has the different customer interaction principle, and the different demand to the CRM system function is needed, so that there isn't a kind of the CRM system that can be able to supply all profession application, and the trend of development of the CRM profession has been gradually obvious. While the capability of saving various data resources of the enterprise CRM system inflates increasingly, it has already far exceeded people's analysis ability. Facing the abundant data, traditional DBMS and the OLAP technology are unable to discover the relations, rule , trend of development and so on behind the data. Therefore, to establish enterprise CRM system based on the DMKDD is the urgent and important subject for the enterprise to settle down.In recent years, with rapid growth of our country's national economy, the number of the hotel increases, the source of customers is rich and multiple, the market is broader and diversified, so that the hotel industry is facing the competition environment which is dog-eat-dog and the customer expectation that keeps climbing unceasingly. The CRM system suitable for hotel-management can effectively help hotel recognize the customer value correctly, improve customer relations, enhance the customer degree of satisfaction, reduce the management cost, thus it can strengthen the core-competitiveness of the hotel and make the hotel to have the superiority in the competition.The research goal of this article is aiming at the actual demand of the CRM system function, designing and developing customer relations management system which suits in the hotel. Firstly my article introduces the concepts of CRM, Data Mining and the knowledge management, and elaborates how to apply the data mining to the CRM. From the aspect of system, it has explained the process of the customer relations management, besides ,it has made the thorough analysis and the elaboration on the CRM system in data mining and the knowledge management. Through analyzing the disadvantages of the hotel's customer information management at present and the problem to be settled down about the CRM by the number, the function that system realized can be determined. Under this foundation, the detailed design must be made to each one of the system function module, which includes customer collection of information module, customer information management module, customer relationship analysis module and data storage management module. hereinto the key research is the design of the customer relationship analysis module, in this function module, which including three aspects of the research contents, the customer degree of satisfaction analysis, the customer value appraisal and the customer subdivision. In the research of the hotel customer degree of satisfaction, this article summarizes the primary factor that influences it through the investigation, and does research separately on the implementation of the hotel customer's satisfaction investigation, the degree of satisfaction computation and the degree of satisfaction analysis. With emphasis my article introduces one kind of Improved Fuzzy Kernel C-Means Clustering Algorithm (IFKCM) and the process to apply this algorithm in CRM. And this article gives a group of examples to demonstrate this algorithm in the CRM application, which can carry out the result that the hotel comprehensively grasps the customer's present degree of satisfaction, the distributed customer value and the demand characteristic of different goal customer group through the analysis from the customer service degree of satisfaction information. Thus it enables the hotel to provide high quality, more intimate and personalized service for the customer, it also satisfies the regular customer and attracts the new customer to stable the hotel source of tourists and bring the richer profit repayment to the hotel.