文档介绍：基于客户关系管理的旅行社核心竞争力研究
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 petitiveness, 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 petitiveness 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 value has very important realistic meaning. Key Words petence CRM Customer relationship management Travel agenc