LY Hotel Customer Relationship Management System Construction And Implementation

With the rapid development of the Internet, the growing maturity of the market, the world economy entered the era of e-commerce. The difference between products and services is getting smaller and smaller, and the market strategy of production-centric and sales targets is gradually replaced by the customer-centric strategy. Enterprises, which can grasp the needs of customers; strengthen their relationship and effectively manage the customer resources, will be able to gain market advantage in the fierce competition. Customer relationship management which is customer-centric has become the crucial factors to enterprise success in the era of e-commerce.This paper is mainly researching the CRM system construction and implementation in LY hotel, including six chapters: The first chapter is introduction which is mainly on the research of background, significance, the status quo at home and abroad, methods and content. The second chapter is the outline of CRM theory which is mainly introducing the background and definitions, as well as the composition and classification of the CRM system. On the basis of the introduction of LY hotel, the third chapter is mainly analyzing the LY hotel's customer satisfaction, status and problems of the CRM through survey method. The fourth chapter is the construction of CRM system in LY hotel, including system requirements analysis, function modules design, as well as the difficulties and measures of building the system. The fifth chapter is the implementation of CRM system in LY hotel, including system implementation steps, key factors and the desired effect. The last chapter is conclusions and inadequacy analysis of the whole paper.This study not only can provide some theoretical guiding to the implementation of the LY hotel's CRM system, but also can give some reference to other hotels in the customer relationship management.