Hotel Research And Development Of The Crm System

Customer Relationship Management is the embodiment of the "customer centered" management concept. The essence of CRM is to systematic analysis and researches the requirements of the customers. But different trades have different customer interaction rules and they have different need for the functions of CRM. Therefore, there is not a fixed CRM for every trade and the industrialized tendency of CRM is becoming more and more striking nowadays.In recent years, with the continuous increase of our national economy, the number of the hotels has increased dramatically. The hotel industry is facing more and more harder competitions. The CRM system which is suitable for the hotel can effectively and correctly help the hotel to identify the values of the customers, improve the customer relationship, enhance the satisfaction of the customer and decrease the cost of management thus strengthening the competition capacity of the hotel.Taking the practical need of JIHUA Hotel for CRM system into consideration, the author design and develop an appropriate CRM system for JIHUA Hotel. Through analyze the characteristics of hotel industry and the concrete situation of JIHUA Hotel, the author identifies the shortcomings in the management of customer information and the problems needs to be solved by CRM system, thus making sure the functions that is to be achieved by CRM system. Based on these analyses, author then carry out detailed design for every function module in the system. Those modules are as follows: Customer Information Gather, Customer Information Management, Customer Relationship Analysis and Data Warehouse Management. The focus of the research is the design of the module for Customer Relationship Analysis, this module includes Customer Satisfaction Analysis, Customer Value Evaluate and Customer segmentation.The thesis summarizes the main factors that can affect Customer Satisfaction Rate and designs a three-graded evaluation index system through investigation. Furthermore, author also conducts concrete researches for the implement, calculate and analysis of...