Study And Implementation Of Hotel Management System And Crm System

Customer Relationship Management is a concentrated expression of "customer centered" business philosophy. It is emerged in an increasingly competitive business, and detailed personalized customer requirements environments. It is a new management mechanism that combines information technology, business management and marketing, and aims to improve the relationship between businesses and customers.Facing with a highly competitive and increasing homogeneity of hotel services, products, and marketing, the quantity and validity of customers that obtained by differentiated marketing is decreasing, and building a competitive advantage by marketing tactics is becoming more difficult. The traditional hotel marketing strategy cannot fulfill customer’s personalized requirements and deal with the deteriorating environment. Therefore, the hotel business, on the one hand, need to implement information management to reduce cost and improve operational efficiency. On the other hand, medium and small-sized hotel businesses urgently need CRM (Customer Relationship Management) system which is suitable for their own characteristics and could help them improve customer relationships and loyalty effectively. This CRM system could enhance the core competitiveness of the hotel, have advantages in business competition and obtain greater profits.Through the research of nowadays small and medium sized hotel management system, this utilizes the scientific methods of software development to analyze the hotel business management system. The development of hotel management system based on B/S structure by using Visual Studio 2008 and ASP.NET language is described in detailed, The SQL Server 2005 database management system provides data to support the system. Based on the design of hotel business management system, this thesis studies customer relationship management theory and data mining technique, and builds RFML customer segmentation model for small and medium sized hotels. Then, it analyzes data extracted from the hotel management system, establishes customer relationship management center to support the data analysis of hotel management from multi-level, multi-angle scopes. The K-means clustering algorithm based on RFML model is utilized to achieve hotel customer segmentation.This thesis makes use of experiment data to analyze the specifications of customers, provides the appropriate decision support, and finally by means of visualization techniques analyzed the results of real-time business processes reflected in the system directly to provide decision support for management, realized "customer centered."...