基于CLV和顾客忠诚的酒店顾客细分和保持研究

Hotel Customer Segmentation and Retention Strategy Based on CLV and Customer Loyalty

为使酒店更合理地配置资源,提高酒店经济效益和最有价值顾客的满意度和忠诚感,需要对酒店的顾客群进行细分。依托于顾客生命周期价值(CLV)和顾客忠诚等相关成型理论,构建了顾客细分模型,并对各个层次的顾客如何有效地开展营销策略并获得最大收益进行讨论,旨在为酒店顾客管理提供有效的理论指导。

In order to allot hotel resources properly, make more profits and cultivate customer loyalty, hotels need to segment its customers. Based on Customer Lifetime Value and Customer Loyalty,＇a customer segmentation model has arisen. As to manage hotel customers effectively, we propose different marketing strategy according to customers on different segmentation levels.