基于顾客关系管理的酒店常客计划研究

An Empirical Study on Hotel Guest Frequent Program Based on CRM

自喜来登集团创立了酒店业的第一个常客计划以来,酒店常客计划被广泛运用于酒店业中,并成为市场营销和客户关系管理的重要工具。该文在综述国内外酒店常客计划研究的内容和成果的基础上,探讨了在顾客关系管理的基础上酒店常客计划的促进作用,及实施中存在的问题,并提出一系列对策和建议。

Since the Sheraton hotel has put forward the first program about frequent of hotel industry,a study about frequent guest of the hotel which is based on the customer relationship management is widely used in the hospital industry and becomes an important means of marketing and customer relationship management. After reviewing the contents and achievements of the schedule both from home and abroad,the paper discusses the advantage and disadvantage of the program based on the customer relationship management and it also puts forward a series of countermeasures and suggestions.