基于CRM的酒店管理信息系统设计与实现

Design and implementation of hotel management information system based on CRM

针对传统酒店经营管理中信息化程度低,难以有效利用客户数据的问题,提出为中小酒店建立以客户服务质量为中心的CRM酒店管理系统。根据酒店行业的CRM需求和数据类型,采用星型和雪花型的数据库结构,利用customenRFM和inhotel事实表记录客户的RFM价值和消费情况。在进行客户数据挖掘和提取中,通过数据仓库和K-means聚类算法对客户类型进行精确划分,从客户类型、价值分析和满意度方面为酒店管理做出决策,提供可视化的数据支持,实现酒店服务质量和经营利润的提升。理论和实际应用结果表明,采用基于CRM的酒店管理系统对于提升服务质量、实现第三产业转型具有很大的现实意义。

Aiming at the problem that the information level of traditional hotel management is low and it is difficult to make effective use of customer data,this paper puts forward a CRM hotel management system centered on customer service quality for small and medium⁃sized hotels.The RFM value and consumption of customers are recorded by customen RFM and inhotel fact sheet based on the inhotel industry's CRM demand and data type,using star and snowflake type combined database structure.Customer data mining and extraction,through the data warehouse and K⁃means clustering algorithm to accurately divide customer types,from customer type,value analysis and satisfaction degree to provide visual data support for hotel management to make decisions,and to achieve the improvement of hotel service quality and operating profit.Theoretical and practical application shows that adopting CRM hotel management system is of great practical significance to improve service quality and realize the transformation of tertiary industry.