国内单体星级酒店客户关系管理策略研究——以顺德仙泉酒店为例

Study on Customer Relationship Management Strategies of Domestic Independent Star Hotels: with Shunde Century Hotel as an Example

当前我国酒店业市场竞争激烈,国际品牌酒店凭借其先进的管理理念及良好的客户管理模式,竞争优势明显,而国内单体酒店由于经营理念陈旧、不重视客户关系的维护等导致其客户群不断流失,经营业绩不断下滑。文章基于客户关系管理的相关理论,以顺德仙泉酒店为例,采取问卷调查与访谈的形式针对该酒店的客户关系管理情况进行调研与问题分析,针对性地提出相关对策,期望对国内同类单体酒店在开展客户关系管理方面起到一定的借鉴作用。

At present the hotel industry market competition is intense in China,and the international brand hotels,with advanced management concept and sound customer management model,are at an apparent favorable position. On the contrary,the domestic independent hotels,due to the outdated management concept and negligence of customer relationship maintenance,are losing their customers and the business performance is deteriorating. Based on the theory of customer relationship management （CRM） and with the help of questionnaires and face-to-face interviews,this paper carried out a deep investigation into CRM of Shunde Century Hotel. Finally,the problems are analyzed and countermeasures are proposed,with the hope of providing a managerial reference for similar hotels in China.