Research On Relationship Marketing Of Yingkou Gangfeng Hotel

The 21 st century is the period of Customer-centric, Relationship marketing is being more and more attention. However, It is difficult to grasp its essence in actually. The paper analyzes the problems and constraints before hotel implementation of relationship marketing, and then Proposed market segmentation lock customers, fine service to win customers, innovative means of communication to attract customers and and other suggestions.In January 2008, Yingkou Gangfeng hotel was awarded a five-star tourist hotel, ending the history of Yingkou about no five-star hotel. After two years of operation, the hotel's economic and social benefits are more substantial growth, has become an important high-end business hotels in Yingkou city, in Yingkou region ranked first high-end brand recognition. But over the past one period, many high-standard hotel building and opening, the financial crisis on the local economic impact, Around the same industry competition and so on, are likely to result in the loss of hotel tourists and business instability, so that Yingkou Gangfeng hotel is facing a grim situation in many respects.The Paper describe hotel's internal and external environment, using SWOT analysis, analysis of Gangfeng hotel's strengths and weaknesses, Pointed out that should relate the marketing is the key point, Building Based on relational marketing system As hotel marketing strategy main direction, put forward Gangfeng Hotels must effective implementation external and internal relationship marketing ,should also be associated with customers by establishing relationships and shape well-known brands to increase customer loyalty, and through the realization of hotel rapid response to customer needs to ensure good customer the relationship established and maintained.The problems encountered by Yingkou Gangfeng hotel,, but also hotels in this region in the process of economic development generally difficult problem, this paper presents the analysis and implementation of viable programs, from points and surfaces, expanding its customer relationship marketing areas of cognitive thinking , in order to help Gangfeng hotel operation and development.