The Probe On The Promotion Of Customer Relationship Management In China's Travel Agencies

Corporation's survival and development is based on the customer and the market competition is actually how to get more customer. In the era of information economy, tourist's choice, which include not only the kind of products, but the way of payment and the place of purchase is increasing gradually .Information economy make they can get so much information that they change their supplier easily with the low cost.As a result, tourists lack loyalty; At the same time, in situation where tourism products are usually similar with others in the market,the travel agencies always take the challenge by price means,but by this way they can only attract the customer who think much of the price when they purse the tourism products.In fact, travel agencies can gain limit profit from those customer.As far as condition of low price and low profit is concerned, Customer Relationship Management is no doubt the best method to solve the problem, which can acquire and retain the customer and make the customer value maximum.Different from the traditional manage idea, CRM focus on the harmony between customer value and corporation profit. The relationship of customer and enterprise is cooperation game rather than supply and demand contradiction. Win for corporation and customer is key to build the relationship, of course profit is the aim of corporation and customer satisfaction should be the way to retain good relationship.With China's entry into WTO, China's travel agencies is confronted with the unprecedented intense competition. Through the implementation of CRM,a panorama of corporate management would be supplied, higher-quality customer service would be possible, and with better customer communication capability endowed with, a greater number of customers would be won and a higher customer loyalty would be achieved. CRM can help build travel agencies core competence, achieve travel agency's sustainability.In China, however, little systematic research on CRM implementation of travel enterprises have been made and the attention paid to it is far from being enough. Backward in theory and research is doomed to be a block on the road to the enhancement of corporate CRM level in China's travel agencies. Lacking sufficient CRM capability is sure to impair the CRM practices of travel industry.After reading many newest CRM theory at home and abroad, the thesis generalize highly theory of CRM, focus on the industry application, analyze the difficult while China's travel agencies put CRM into effect, to discuss the key factor who can improving the level of CRM and methods of improving on the travel agency'level of CRM .Some representative CRM implementation case in point study is expected to inspire when specific enterprises facing their own CRM challenges and to help turn theory into practice.