以企业文化为导向的星级酒店CRM的实证研究

酒店业的高速发展以及顾客的期望值不断提高,如何利用CRM系统来提升客人的满意度,以达到提升酒店竞争力是酒店需要关注的,本文对客户关系管理(CRM)理论研究和国内星级酒店CRM中存在的问题进行分析,最后以三亚丽思卡尔顿酒店基于企业文化创建的CRM系统值得我国国内酒店学习和借鉴。

An Empirical study on CRM of Star Hotels Based on Corporate Culture

As the rapid development of the hotel industry and the high expectation of customers, the hotels need to focus on how to use CRM system to improve the customers’ satisfaction and improve the hotel’s competitiveness. This paper analyzes the theory of CRM and the problems of customer relationship management in domestic star hotels, and then based on the corporate culture, studies on the CRM system of Sanya Ritz-Carlton hotel which is worthy for our domestic hotels to learn.