泉州康辉旅行社客户关系管理研究
Quanzhou Comfort Travel Customer Relationship Management: A Case Study
摘要
Abstract
随着旅游业的发展,竞争已经愈演愈烈,旅行社也深刻认识到以客户为中心的思想的重要性.近年来,客户关系管理的不完善,已经严重影响到旅行社的发展.一方面造成旅行社大量的人力成本浪费；另一方面对公司的业务和形象造成伤害.其他一些相关的问题,如客户服务不到位,旅行线路开发的盲目性等也随之而产生,给旅行社的健康发展带来了很大的负面影响.这一问题已经到了迫切需要解决的时候.
With the development of tourism, competition has intensified. The travel agencies have come to a profound understanding of the importance of a customer-centric thinking. In recent years, the deficiencies in customer relationship management (CRM) have severely hurt the development of travel agencies. On the one hand, the waste of human cost is substantial; on the other hand, the business and the image of the company are damaged. Some other related issues, such as the inadequate customer services, the ungrounded decision over travel routes development, have also emerged, bringing harm to the development of travel agencies. It is time to address these urgent problems.
本文以泉州康辉旅行社为案例企业,从客户关系管理入手,通过对多方位的调查,秉承以客户为中心的思想,对组织结构进行优化；运用层次分析法等数学方法对客户价值进行分析,建立起泉州康辉旅行社的客户价值模型,然后基于这一模型进行客户的分类有针对性地对各个类型的客户提出营销策略上的建议；设计符合康辉旅行社实际需求的CRM系统.
In this case study, Quanzhou Comfort Travel Agency started from CRM with a customer-centric thinking, went through multi-faceted investigation, and optimized the organizational structure. The Agency conducted customer value analysis using AHP and other mathematical methods, established the customer value model of Quanzhou Comfort Travel Agency, and then based on this model, classified the customers to whom they made varied and specific recommendations guided by marketing strategies. They designed the CRM system that meets the actual needs of the Agency.
关键词：客户关系管理 客户价值 旅行社
Keywords: Customer Relationship Management, Customer Value, Travel Agency