Research On Customer Relationship Management System In Tourist Attractions

China’s tourism industry has continued to heat up in recent years. As the core element of tourism industry, the development of tourist attractions shows great vitality. With the continuous deepening and expansion of the tourism market, the competitions among the tourist attractions become increasingly fierce and the homogeneity phenomenon appears to be on the rise. The competitions among the tourist attractions gradually manifest as competitions for customers. Especially in local tourist attractions, there is a great drawback to them for their minimal influence which is far worse than the famous ones and its long-term dependence on travel agencies to develop customers. The drawback is that they attach great importance to the travel agency customers while ignore the individual customers in the customer relationship management (CRM). With the popularity of online sales, the individual’s influence is growing day by day. If the local tourist attractions want to have a share in the fierce competition market, they must reconsider, reconstruct and re-execute an effective CRM, continuously improve customer satisfaction and loyalty, achieve customer value maximization and enterprise benefit maximization. Therefore, in this thesis, according to the special industrial characteristics of the tourist attractions, a CRM model in tourist attractions and a system function module structure are presented on the basis of the related theoretical research on CRM.Firstly, this thesis puts forward a customer classification method of the tourist attractions based on the summary of customer classification methods. The customers are divided into two categories:channel customers and consumption customers. By analyzing the customer relationship pattern of the tourist attractions during the traditional stage and the e-commerce stage, the insufficiencies of the present stage are carried out. On this basis, the CRM model centered on channel customers is improved and the CRM model centered on channel customers and consumption customers is put forward.Secondly, taking a local tourist attraction as an example, this thesis designs the business processes of related to CRM (such as marketing, sales and customer service) by analyzing the present management situation and demand. On this basis, the function module structure of tourist attractions CRM system is put forward, including four function modules such as marketing management, sales management, customer service management and system management. And the implementation steps and expected benefits of the CRM system in this tourist attraction are briefly analyzed.The CRM model proposed in this thesis pays equal attention to the channel customer management and the consumption customer management, and can realize a win-win situation of tourist attractions, channel customers and consumer customers. This study has certain practical significance and reference value on the tourist attractions to implement CRM system.