| Nowadays,with the rapid development of information and electronic technology,which makes people’s traditional cost elimination concept and consumption mode in daily life have changed greatly.The original standardized hotel service has been unable to meet the needs of consumers.Consumers not only require high-end hotels to provide high-quality hardware facilities and environment,but also to meet their personalized needs.This makes the hotel have to analyze the consumption behavior and psychology of the target customers,understand the changes of customer demand without delay and build a lasting and good relationship with them.JL Hotel and Resorts must always adhere to the customer-centered,provide high-quality products and services to meet the actual needs of customers,attract and retain more high-quality target customers,so as to realize the long-term development of chain hotels.Starting from the operation and management level of chain hotels in China,this paper takes JL Hotel and Resorts as the research object of the main theoretical research subject of this paper.Through the in-depth carding,integration and learning of the theoretical connotation,basic theory and domestic and foreign research literature review of customer relationship management,which provides an important theoretical basis for the writing and analysis of this paper.Firstly,this paper analyzes the current relationship management strategy of the enterprise,through the analysis of the third party platform data and the related data of the company’s internal customer relationship management,the paper analyzes the customer satisfaction,customer loyalty plan and information technology means,and analyzes the target customers from three aspects: customer demand,customer behavior and customer flow loss,to master the customer relationship management level and objectives of JL Hotel and Resorts and the characteristics of customers,and on the basis of the analysis results,the matters and origins of customer relationship management are put forward.There are three main problems in JL Hotel and Resorts customer relationship management: lack of supervision and assessment in service management,application of information technology means to be further updated,lack of effective analysis on the marketing effect and equity implementation of enterprises,etc.;based on the current matters of JL Hotel and Resorts,case study and analysis excellent experience in customer relationship management of domestic and foreign chain hotel groups.Integrated with the actual situation of JL Hotel and Resorts,some improvement measures and suggestions for customer relationship management strategy are put forward;based on the basic needs of target customers for hotel facilities and equipment,the spiritual demand of humanized professional services and the demand for personalized innovation,combined with the customer life cycle theory,a complete management cycle is developed The customer relationship strategy of JL Hotel and Resorts is proposed,and the setting of each module of JL Hotel and Resorts customer relationship management system is proposed.This paper discusses how to further optimize and formulate the customer relationship management strategy of JL Hotel and Resorts,so as to help enterprises make rational use of customer resources,optimize hotel business process,enhance hotel service quality,and further raise the core competitiveness of chain hotels.At the same time,it further enriches the domestic hotel industry customer relationship management theory,which has certain reference value for domestic hotel group’s customer source mining and service It is of great significance. |
