国内外饭店顾客价值管理比较研究

A Comparative Study of Domestic and Overseas Hotel Customer Value Management

提高饭店顾客价值是增进顾客关系,促进顾客忠诚的根本途径,可以极大地提高了企业的赢利能力,促进饭店稳定、健康和快速发展。本文首先阐述了饭店顾客价值的定义及饭店顾客价值的构成,并根据饭店顾客价值构成的7个要素来分析了国内外饭店顾客价值的管理现状和差异的原因,其中营销方面的问题是阻碍提高饭店顾客价值的最重要的原因,因此本文从产品、以人为本、营销渠道和定价模式这四个方面提出营销策略来解决存在的问题,提高我国饭店顾客价值,赢得顾客忠诚。

Enhancing hotel customer value is a fundamental way to enhance customer relations and promote customer loyalty. It can greatly improve the profitability of the enterprise and ensure stable, healthy and rapid development of the hotel business. The article first analyzes the definition of hotel customer value, and the composition of hotel customer value, and then according to the seven elements of composition of hotel customer value, the article analyzes development status of the domestic and international hotel customers＇ value and the reasons for the difference. The marketing problem is the most important reason to obstruct the development of hotel customer value. So the article uses marketing strategy in respect of products, people-oriented, marketing channels aspects to resolve the existing problems, raises hotel customer value and thus to win customer loyalty.