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论文编号：	838
作者编号：	2120062096
上传时间：	2008/6/26 16:28:18
中文题目：	我国饭店会员制营销问题研究
英文题目：	The research of membership mar
指导老师：	齐善鸿
中文关键字：	饭店 顾客忠诚 客户关系管理 会<
英文关键字：	Hotel Customer Loyalty Cus
中文摘要：	随着我国饭店企业的国内外竞争越演越烈，如何在在竞争中生存成为我国饭店企业面临的最大难题。激烈的竞争使得我国饭店利润率逐年下降，但是一些世界著名的饭店集团在我国却能迅速占领市场，经营绩效也明显较好。国际知名饭店在中国实施连锁经营，实施会员制营销，通过为会员提供高价值的利益包、为会员提供个性化服务来吸引原本属于国内饭店企业的客源，并且保持顾客的忠诚度。我国饭店企业也在20世纪90年代引进会员制，但是到目前为止我国饭店企业的会员制营销还存在许多的问题和不足。本文就在这样一个背景下，从顾客忠诚和客户关系管理等方面研究我国饭店企业会员制营销问题，以及解决问题的对策。 论文首先分析了研究我国饭店会员制营销的理论价值和实践价值。在理论方面，国内外学者虽然对顾客忠诚、客户关系管理、会员制营销做了很多相关的研究，但是针对饭店企业的会员制营销研究还比较缺乏，在广度和深度上都存在着一定程度的创新空间。在实践方面，论文分析了我国饭店企业的经营现状和面临的竞争状况，为研究我国饭店企业会员制营销问题提供了现实依据。 在总结了大量理论研究成果和现实竞争和经营现状的基础上，本文提出了我国饭店企业会员制营销的几个问题和不足。本文的第三章对我国饭店业企业竞争状况和会员制营销做了系统分析，在第四章中提出了我饭店企业会员制营销存在的一些问题，然后针对我国会员制营销的问题提出了相应的解决对策，也就是分析了如何正确实施会员制营销。本文的第五章，是对实施会员制营销的三大支持系统：技术支持、品牌支持、内部营销支持做了系统的分析和说明。 本文的重点在于如何在饭店企业实施会员制营销，实施会员制营销需要哪些支持，以期望能够给予我国饭店企业一些理论上的启迪。
英文摘要：	As China's hotel business competition more and more intense at home and abroad, how to survive in the competition to become the largest problem which China's hotel enterprises are facing. Intense competition makes our hotel profit margins decreased year by year, but some of the world famous hotel groups in China are able to quickly capture the market, the performance also marked better. Internationally renowned hotel in the implementation of China's chain operations, the implementation of membership marketing and through the provision of high-value benefits package for members to provide personalized services to attract originally belonging to the domestic hotel business customers, and to maintain customer loyalty. China's hotel business is also introduced membership in the 1990s, but so far China's hotel business as a membership marketing there are still many problems and deficiencies. In this paper, in such a context, from the customer loyalty and customer relationship management and other areas, author discuss on China's hotel business membership-based marketing issues, and problem-solving measures. On first, the paper analyzes China's membership-based hotel marketing value of the theoretical and practical value. In theory, scholars at home and abroad while customer loyalty, customer relationship management, membership-based marketing done a lot of related research, but for the membership marketing on the hotel enterprise study also lack of the breadth and depth. There is a certain degree of innovation space. In practice, the author analyzes China's hotel business status and the operation of the competitive situation for the study of China's hotel business membership-based marketing to provide a realistic basis. In summing up a lot of theoretical research results and practical competition and operating on the basis of the status quo, the paper presents our hotel business a few members of the marketing problems and shortcomings. In the third chapter, author does a systematic analysis on China's hotel industry competitive situation and the membership-based marketing. In the fourth chapter, author introduces a number of issues in hotel membership-based marketing and makes countermeasures for the issue of the corresponding countermeasures, that is, how to correct implementation of a membership-based marketing. Chapter five of this paper is the implementation of membership-based marketing support of the three major systems: technical support, brand support, internal marketing support done a systematic analysis and description. This paper focuses on how the hotel business in the implementation of membership marketing, the implementation of membership-based marketing support what needs to give hope to our hotel business a number of theoretical inspirations.
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