YX Hotel Customer Relationship Management Research

In recent years,our country has entered an era of big data with rapid economic development and the spread of information.Tourism have always present an increasing trend in these years.Many investors begin to seek business opportunities in the hotel industry,which creates a huge competition in this market.For the service industry,customer is the core and key to success in the competition.In today's market environment,the consumer is the leader.A number of hotel operators and managers have begun to realize the importance of the customer relationship,with the idea of customer relationship management widely used in operation management.In 1990,Gartner Group Inc.,an American conglomerate,put forward the concept of CRM.The core idea is to take customers as the center of the management idea and combine the modern information technology.Meanwhile enterprise's organization departments need to work together to adopt the corresponding strategy through understanding their needs,which can make them more satisfied and loyalty to the hotel,so as to achieve hotel's goal.As a local famous five-star hotel,YX hotel's customer orientation is mainly concentrated in the high-end crowd.However,in the business process,it has found many problems about management system and concept.There is a decline in the service quality,poor publicity and poor management of customers,which has adversely affected the market competition of the hotel.Based on the enterprise customer relationship management theory,it has made a research and analyzed the present situation of YX hotel's customer relationship management,finding out problems and analyzing the causes.It has made some proper suggestions for YX hotel's customer relationship management strategy and implementation plan using data collection and literature analysis method.Thus,it brings more customers to the hotel,which expands the influence of the industry,enhances the competitive power,and brings more benefits to the industry.During the service of YX hotel to customers,the product is like a bridge,connecting the hotel and customers.As it faces directly to customers,people will naturally evaluate the hotel through the service quality.Therefore,if YX hotel wants to provide high-quality service to satisfy customers,the key lies in the management of customer relationship.This can not only promote the hotel's management level,optimizing organization structure and service process,but also can fundamentally solve the problem of the hotel's profit,which brings lasting benefits to the hotel.It is of important theoretical and realistic significance.