基于消费者视角的华住酒店集团“华住会”常客计划研究

Research on the Frequent Guest Plan of Huazhu Hotel Group Based on the Perspective of Consumers

常客计划是服务性企业奖励老顾客、留住核心顾客、培育顾客忠诚的营销项目。自1986年喜来登酒店集团创立了酒店业第一个常客计划以来,酒店常客计划已广泛运用于酒店业。本文在综述国内外酒店常客计划研究现状的基础上,从消费者视角分析了华住酒店集团“华住会”常客计划现状,探讨了其常客计划在具体实施过程中存在的问题,并针对问题提出了对策和建议。

Frequent customer plan is a marketing project for service enterprises to reward old customers,retain core customers and cultivate customer loyalty.Since Sheraton founded the first frequent guest program in 1986,the frequent guest program has been widely used in the hotel industry.On the basis of summarizing the research status of hotel frequent guest plan at home and abroad,this paper analyzes the current situation of frequent guest plan of Huazhu Hotel Group from the perspective of consumers,probes into the problems existing in the specifi c implementation process of its frequent guest plan,and puts forward countermeasures and suggestions for the problems.