Customer Relationship Management And Business Travel Enterprises

Customer Relationship Management has been developed gradually duringthe practice of the enterprise management. So far, it hasn't come to afixed definition on CRM. In this thesis, the past CRM related studies havebeen researched firstly. By this means, a relatively definite understandingof CRM was induced. That is, CRM is one kind of enterprise strategywhich takes advantage of database and other information techniques toobtain the customer data, analyze the customer behavior and thepreference characteristic, provide the tailor-made products and services tocustomers, develop and manage customer relationship, cultivate thecustomer's long-term loyalty, so as to realize the balance between themaximum customer value and the maximum enterprise income. Throughabove analysis, the authors suggested that CRM was not a brand –newconcept. CRM was the natural development of Relationship Management,and it didn't change the object of RelationshipManagement——obtaining the competition advantages through theconstruction of long-term customer relationship. With the emergence ofCRM, the concept of relationship management has expanded to the wholeenterprise. Therefore, we can look the CRM as the high-level of theRelationship Marketing.Then, the author abstracted the intension of CRM, that is customer value,relationship value and information technology. At present, the prosperousdevelopment of CRM has also been driven by the market, technology andprofit. In the last of the first chapter, the development of customerrelationship was been divided into 3 dimensions: width, length and depth,and the purpose of CRM is to realize the relation between enterprise andcustomer much wider, longer and deeper.In chapter 2, the author studied many companies that applied CRM intomanagement practice. Then, we found that although those companiesthink much of this new pattern of management, and some of them evenspent much of money to construct its own CRM system, but because ofmany problems, CRM was not such prosperous as it seemed to be. In fact,CRM is a complicated system, and it compromises a series of main andassistant processes. In order to analyze the CRM system, the author usethe theory of Customer Value Chain for reference, and suggest divide theimplement of CRM into 4 steps: establish CRM strategy, maintain thecustomer relation, reconstruct the company and CRM functional module.Theoretically, CRM can be applied to all companies, because everycompany should be customer-centered. But different company hasdifferent scale, management level, customers and products, for thatreason, the implement of CRM in different industries and different scaleof companies will result different effect. In the last, the author analyzedthe applicability of CRM from customer differentiate matrix and thefrequency of customer demands to product. On the basis, the authorsuggest the basic characteristics of those companies adaptive for CRMand the application focus of CRM for companies in different trade.In chapter 3, the conclusion about CRM got above was used to practice ina branch of tourism—Business Travel. In this part, author analyze theintension, expansion and characteristics of Business Travel, and thencome to the conclusion that 'CRM can be applied in the Business travelservice companies.' In the mean time, the present situation andcompetition pattern made it very urgent for business travel servicecompanies to implement CRM as a new strategy. The traditionalmarketing won't take effect in business travel market. Only by implementCRM to establish a system that is customer-centered, concentrated onrelationship marketing, the business travel service companies canimprove management and realize the maximum company values.In the last chapter, the author analyzed a real case that CRM establishedin X Business Travel Service and how it was implemented within theframe. By this case study, the applicability and implement frame of CRMin business travel service was approved theoretical. In the same way,other business travel service company could find a new insight to face thefierce competition and catch the opportunities to develop.