Optimization Research Of Customer Relationship Management Strategy Of C Company In Business Travel Management Industry

The soaring technology is accelerating the globalization of world economy.The world business travel market is booming along with the increasing of human economic activities.All players in this market globally are facing unprecedented opportunities as well as challenges.Going through rapid growth for more thirty years after reform and open policy was launched,China has emerged as the world's second largest economy and its market has been playing a crucial role in a global context.More and more world giants in business travel industry are coming into China market and looking for their opportunities,introducing the concept of travel management into China as a result.Benefiting from the fast-developing internet technology,local Chinese competitors spring up mightily and service providers are gaining more opportunities to get in direct touch with their end-users,trying to eliminate intermediate and leaving agents in their unfavorable positions.Competitions aiming at client resources are growing more and more intensive,which puts forward higher requirements to customer relationship management(CRM).This dissertation is based on the research of C company,a traditional multinational company in travel management industry.PEST model,Michael Porter's Five Forces model and SWOT model are used to analyze macro environment,industry environment and internal environment respectively,preparing for identifying problems and providing solutions.Based on foregoing analysis,this dissertation researches problems in strategies of C company's customer relationship management and their causes,by applying Customer Life Cycle Theory(CLC)& Customer Lifetime value theory(CLV)as well as Motivator – Hygiene Theory & Customer Satisfaction Trap.During different stages of customer life cycle,sales opportunities and net income of the company are always influenced greatly by strategies in customer relationship management.This dissertation discusses optimization solutions and its implementation measures in strategies of how to match customer needs by integrating both internal and external resources of the company.