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论文编号：	1440
作者编号：	031837
上传时间：	2010/5/12 10:34:39
中文题目：	基于顾客忠诚管理研究
英文题目：	Hotel Industry Customer Loyalty Customer Value
指导老师：	王健
中文关键字：	饭店业 顾客忠诚 顾客价值
英文关键字：	Hotel Industry Customer Loyalty Customer Value
中文摘要：	服务经济时代，面对日益激烈的市场竞争，每个企业都想站稳脚跟，并不断地发展壮大。经过激烈的新客户争夺战，企业发现，一味追求市场占有，并不能达到预期的利润增长，获得长久的竞争能力。逐步地，培育高品质的顾客忠诚成为企业优先考虑的因素。企业意识到拥有一批稳定的忠诚顾客，企业才能在风云变幻中，保持长盛不衰。对于饭店业而言，由于饭店产品和服务的一些特性，培育和巩固忠诚顾客对于饭店的生存发展更具重要意义。 本文首先对学术界顾客忠诚、顾客价值的相关理论进行了梳理。然后，笔者分析了饭店业的一些特点、顾客忠诚对于饭店业的意义以及饭店业实行顾客忠诚管理的有利与不利因素，对饭店业顾客忠诚做出了自己的界定，再现了顾客忠诚形成的四个阶段，澄清了顾客忠诚的主要驱动因素是顾客价值，并界定了饭店业顾客价值，对饭店业顾客忠诚管理基本问题进行了比较全面的概述。接下来，笔者设计了饭店业顾客忠诚管理流程：选择顾客——饭店业顾客价值分析——创造、传递顾客价值，针对饭店实际操作中的问题，指出顾客忠诚管理应该有选择性、针对性，提出了选择顾客的几点原则，引用了康奈尔大学的研究成果，对饭店业顾客价值进行了分析，探讨了优异顾客价值的内涵，并搜集了很多成功的著名饭店的做法，提出了适用了饭店具体操作的顾客忠诚管理策略。此外，本文还指出了企业文化、员工培训的重要性，提出了饭店业顾客忠诚管理的支持系统。
英文摘要：	During the era of service economy, in confrontation with daily severe competitions in the market, every enterprise exerts its best to stand and keeps on growing. Experienced the battles for seeking new clients, the enterprises have discovered the fact that the pure pursuit of occupation in the market cannot necessarily result in the desired profit improvement or gain the long-term competitive capacities. Step by step, cultivating high-quality Customer Loyalty becomes the prior concerns of the enterprises. They become aware that it is the stable groups of loyal customers who can help them win long-term in the changeable market. As for the hotel industry, in consideration of the unique characteristics of hotel products and services, the cultivation and consolidation of Customer Loyalty have an influential meaning towards the existing and future of the hotels. This article first presents a good theoretical system of Customer Loyalty, Customer Value and other related concepts. Secondly it gives a summary of the basic management questions. It analyzes the characteristics of hotel industry, the meanings of Customer Loyalty towards this industry and the favorable and adverse factors of Hotel Customer Loyalty Management. And then it defines the concept of Hotel Customer Loyalty, restates the four stages of Customer Loyalty development, clarifies that the driving force of Customer Loyalty is Customer Value and make a clear definition of Customer Value. Subsequently, the author designs the process for Customer Loyalty Management, that is, to choose client- to do value analysis of hotel customers- to create and pass Customer Value. It points out Customer Loyalty Management should be selective and pertinent in resolving the problems arising from hotel practice and proposes some principles of customer selection. Through citing the research results by Cornell University, it analyzes Hotel Customer Value and through collecting a great many examples of successful famous hotels, it proposes the management strategy of Customer Loyalty applicable to hotel’s practice. Besides, the author attaches importance to corporate culture, staff training and supportive systems as well.
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