The Research Of Hotel Crm Based On Relatiionship Value

With the constantly update of management thought, the rapid development of information technology, customer relationship management has become one of the21st century global enterprises researched hot issues. The current hotel customer relationship management research mainly focuses on how to improve the customer's perception value. The existing CRM research achievements almost came from the perspective of enterprise, and don't make a more in-depth study to the value which is the essential factor in the formation and development of customer relationship, so that the phenomenon of relatively high failure rate appears in the actual operation of CRM in the enterprises. This shows the study of the essence of what drives customer relationship and the theory of customer relationship management is not mature.This paper argues that the essential drive to build trust between customers and hotel, to finally achieve the "win-win" relationship should be value, and the value is mutual. Because it is not feasible if the hotel does not realize their own value added from daily activities. But if we don't consider the customer value enhancement, the management activities are unable to start, so there will be a concept-the relationship value, sum up the two values. Therefore this paper analysis and researches the existing CRM from the respective of relationship value, and put forward the corresponding customer relations management strategy, in order to provide a more effective idea for a greater efficiency management CRM plays in the hotel.This text is divided into six parts. The first part is introduction, including background and significance of thesis topics, contents, methods, innovations and difficulties; The second part is literature review, a comprehensive set of research and the status quo on domestic and foreign customer value theory, relationship value theory and the hotel CRM theory; The third part establish an evaluation index system of relationship value, evalueing the value of two parties from the hotel and customer value added aspects. The fourth part is the method of classifying customer based on the evaluation of value, classifying the customer and present the development goal of customer relationship. The fifth part is empirical analysis, proved the practical value of the evaluation of relationship value through the research, and puts forward the development countermeasures to ensure the effectiveness; The six part is conclusion, summarizes the main research conclusion, research shortages and prospects.