Design And Implementation Of The Hotel Management Information System Based On CRM Mode

The maturity of the market economy and the development of technology haveforced enterprises to change their management concept of “product-centered” into theservice mode of “customer-centered”. CRM (Customer Relationship Management) ismainly reflected by the service mode of “customer-centered”. The individualrequirements of customers are more notable than before because of the intense businesscompetition.Hotel industry will embrace a wider market prospect with the deepening of China’sreforming and economic transition. But the mushrooming of hotels and thediversification of customer groups make it hard for the hotel industry to meetcustomers’ individual expectation and fiercer competition. On this account, firstly, hotelindustry must enhance the application of e-business to cut down the operation cost;secondly, hotel industry needs a proper CRM system which helps to increase thecustomer value, improve customer relationship and boost customer satisfaction so as tofortify the core competition of hotels and help them to be the winner in the rat race.This thesis researches CRM in terms of its connotation, definition, classificationand trend, and its application in hotel management is also expatiated. Based on thegeneral design of information system, and with the theory of CRM and application ofdata mining technology, hotels could filter useful information from its management datato establish the mode of customer segmentation, the mode of customer satisfactionanalysis, and the mode of customer value, which support multi-level andmulti-dimensional analysis from the management level to acquire valuable informationabout customers. At the same time, CRM system could help to reflect the analyzedresults onto systematic operation flows in time by the use of visual technique, whichsupports decision-making and as a result, realizes the concept of “customer-centered”.Hotel management information system, based on CRM, could handle and analyzedata of massive hotel guests efficiently. It then helps to filter the information related tocertainly customers from the massive data, and, by using data warehouse and datamining technology, analyze and synthesize the data so as to support decision-making from the aspect of hotel management. The test result of this system could satisfy therequest of information construction of small and medium-sized hotels under the modeof e-business. Also, its theoretical research bears vital guidance value and practicalsignificance for the research of Hotel Customer Relationship Management, which canbe used for reference for other industries in the customer relationship management aswell.