饭店客户关系管理的价值链研究

本文从我国本土饭店客户关系管理现状出发,借用波特的价值链思想,深入分析饭店客户关系管理中的基本活动和辅助活动,以寻求能切实有效地提高饭店客户关系管理水平的途径。其中,文章提出了饭店客户关系管理的价值链模型,并对客户关系管理的基本活动中的客户价值分析、客户获取、客户保留、客户升级和客户联盟构建等主要环节进行了详细阐述,同时也分析了辅助活动中包括领导、组织结构、人力资源管理、组织文化和信息技术等在内的相关影响因素。

The Value Chain Analysis of Hotel's Customer Relationship Management

Starting from a review of the current situation in domestic hotel's CRM practices,this paper deepens its analysis of the primary and support activities in hotel's CRM,using Porter's value chain framework,in order to find a practical way to enhance the CRM practice in hotel operation.This paper provides a value chain model for hotel's CRM.It further elaborates on the various parts of primary activities in the value chain,including customer value analysis,customer acquirement,customer maintenance,customer upgrade,and customer alliance building,etc.It also takes into account the related factors in support activities,such as leadership,organization structure,human resources management,culture,and information technology.