文档介绍：河北大学
硕士学位论文
基于客户关系管理的旅行社核心竞争力研究
姓名:刘红莲
申请学位级别:硕士
专业:企业管理
指导教师:黄鹏章
20100501
摘要
摘要
旅游业作为我国国民经济发展中的一项重要支柱产业,在信息化浪潮的今天,特别
是我国旅游市场大范围对外开放,市场竞争日益激烈,消费者更加成熟,选择余地大为
增加,需求日益关注个性化,旅行社如何整合自身优势资源,把握客户需求,树立企业
品牌,提升旅行社的核心竞争力,实施客户关系管理即 CRM 战略已经迫在眉睫。
本文从核心竞争力和客户关系管理的基本理论入手,从旅游业发展现状及所面临问
题来分析新经济条件下旅行社的核心竞争力,然后探讨用客户关系管理这一战略来构建
旅行社的核心竞争力,阐述了客户关系管理在旅行社中的成功应用、如何提升旅行社核
心竞争力以及旅行社如何具体实施客户关系管理,最后用案例进行分析。
本文的研究对于将客户关系管理理念成功地应用到旅行社当中借此来提升旅行社
的核心竞争力有很大的探索意义,并且对今后提高客户的满意度和忠诚度,创造客户价
值有很重要的现实意义。

关键词核心竞争力 CRM 客户关系管理旅行社

I
Abstract
Abstract
Tourism as our national economic development of an important pillar industries, in the
wave of information technology today, especially in large-scale opening up of China's tourist
market, the market petitive, consumers e more mature, the choice has
greatly increased, increasing demand personalized attention, travel agency must integrate
advantageous resources, to grasp customer needs, build brand, enhance the enterprise's core
competitiveness, the implementation of customer relationship management CRM strategy that
will e imminent.
This article from the petitiveness and customer relationship management basic
theory , starting from the status quo and development of tourism issues to analyze the core
competitiveness of the travel agency facing the new economic conditions, and then explore
the feasibility of this strategy, customer relationship management to build the core of travel
petitiveness, focusing on customer relationship management in the travel agency
essful application, how to enhance the petitiveness of travel agencies and the
travel agencies how to implement customer relationship management, and finally with case
analysis.
The research of this paper to enhance the petence of Travel agency that applied
customer relationship management concept have great explore meaning, and the future to
improve customer satisfaction and loyalty, to create customer val