文档介绍：湖南大学
硕士学位论文
通程国际大酒店客户关系管理研究
姓名:沈劲松
申请学位级别:硕士
专业:工商管理
指导教师:黎建强
20070420
硕士学位论文
摘要

随着酒店业态的发展,越来越多的国际酒店连锁集团进入了中国市场,竞争
也从单一的资金、价格、服务,上升到全方面多角度的,包括人力资源,管理模
式,运营效率等等。但是酒店经营者都逐渐的认识到,客户作为酒店发展的战略
资源的重要性,特别是国内的酒店,不仅要面对国际性的酒店,还要面对本土的
老牌劲旅,当然还有更多的潜在进入者。同时消费者也逐渐成熟,市场上的供应
的可选择性,对于酒店的忠诚度逐渐减低。面对买方市场,酒店怎么样保持良好
的运营效率,怎样保持酒店的持续稳定的发展,这是酒店经营管理者必须要面对
的并解决的课题。
本文通过对长沙通程国际大酒店所处的市场环境入手,分析了全国酒店目前
的发展状况,并通过 SWOT 分析,从客户关系管理入手,发现通程酒店在运营
过程中的问题,经过理论与实际相结合的分析,充分掌握第一手资料,从客户关
系管理的经营理念入手,提出有建设性的改进措施,并且在理论方面充分论证了
实施这些改进的基础和实施保障。同时,目前的研究建立在理论分析阶段,在实
际操作中难免会遇到不足之处。还有在不同的酒店中,由于经营特性使然,在本
论文当中可以实施的方案,不一定符合其他酒店管理模式,如果完全照搬照抄,
不一定会有理想的效果。本文只是对个案进行研究,目的也只是为酒店经营共性
的研究提供参考。

关键词:客户;客户服务;客户关系管理
II
通程国际大酒店客户关系管理研究
Abstract
Along with the hotel industry condition development, more and more
international hotels group entered the Chinese market, petition also from the
sole fund, the price, the service, rises to the entire aspect multi- angles, including the
human resources, manages the pattern, operation efficiency and so on. Hotel
operators all gradual realizing, the customer takes the hotel development the
strategic resources importance, specially domestic hotel, not only must face the
international hotel, but also must face the native place the established brand crack
force, certainly also has more latent entering. Simultaneously the consumer
gradually is also mature, in the market supply may the selectivity, gradually decrease
regarding the hotel loyalty. Facing the buyer market, how does the hotel maintain the
good operation efficiency, how maintains the hotel to continue the stable
development, this is the hotel manages the superintendent to have to have to face and
the solution topic.
This article through passes the market environment to Changsha which the
regulation international big hotel located to obtain, has analyzed the present nation
hotel at present development condition, and through the SWOT analysis, obtained
from the