基于关系营销的酒店客户忠诚度提升策略-以常州新城希尔顿为例

基于关系营销的酒店客户忠诚度提升策略-以常州新城希尔顿为例(论文19000字)
摘  要：随着服务市场在全球经济中占的比重越来越大，酒店业的发展也同样令人瞩目。然而，中国市场环境特殊，高星级酒店遍地开花，使得供过于求的局面越来越严重。同时，在国家宏观调控和节约公费开支的新形势下，酒店必须调整思路，独树一帜，快速找到新的突破口。
   希尔顿酒店作为服务市场中酒店类的代表能有如此好的发展现状离不开它独特的关系营销策略。希尔顿酒店坚持把顾客放在第一位，以满足顾客需求为重点，从客户的需求出发强调建立、维持和发展与顾客长期良好的关系，并努力实现顾客忠诚。通过关系营销的策略，例如全方位满足客户需求、增加产品转化成本、建立完善的服务体系等，用来更好的维持和培养新城希尔顿酒店顾客对酒店的忠诚度，帮助新城希尔顿酒店建立以顾客为中心的企业文化提出解决的方法。建立了良好的顾客忠诚关系使其在竞争激烈的市场中占领一席之地。
关键词：关系营销；希尔顿酒店；顾客忠诚度

Hotel customer loyalty promotion strategy based on Relationship Marketing-- Taking Changzhou new town Hilton as an example
Abstract：As the service market share in the global economy is more and more big, the development of hotel industry is also impressive. However, Chinese special market environment, the high star hotel blossom everywhere, makes the supply glut is more and more serious. At the same time, in the national macroeconomic regulation and control and save public spending under the new situation, the hotel must adjust to the idea, unique, quickly find a new breakthrough.
Hilton Hotel as a representative of the hotel in the service market development depends on its unique can have such a good relationship marketing strategy. Hilton Hotel always put the customer first, to meet customer demand as the focus, starting from the demand of customer emphasized to establish, maintain and develop long-term good relationship with customers, and strive to achieve customer loyalty. Through relationship marketing strategies, such as all-round to meet customer demand, increase product conversion cost, establish perfect service system and so on, to better maintain and develop new city Hilton Hotel to hotel customers loyalty, help build new city Hilton Hotel's customer as the center of the enterprise culture solution is put forward. Established a good relationship with customer loyalty make it occupy a place in the competitive market.
Key words：Relationship marketing； Hilton Hotel；Customer loyalty

摘要    Ⅰ
目录    Ⅲ
一、 引言    1
（一）研究背景和意义    1
1．研究背景    1
2．研究意义    1
（二）研究现状和文献综述    2
1．国内外研究现状    2
2．文献综述    4
（三） 论文的框架与思路    5
（四）论文评述与创新    5
二、关系营销与客户忠诚度    5
（一） 关系营销概述    5
（二）客户忠诚度概述    6
（三）关系营销与客户忠诚度的互动关系    7
三、高星级酒店关系营销的运用及客户忠诚度现状    8
四、基于关系营销的客户忠诚度提升策略    8
（一）树立全员关系营销理念    8
（二）全方位满足客户需求    9
（三）增加产品转换成本     10
（四）实现与顾客的全面互动    12
（五）建立完善的服务体系    15
（六）建立完善的客户奖励机制    16
（七）建立“服务补救工具箱”    18
五、客户忠诚度的提升需关注的问题    18
（一）对员工灌输关系营销的概念并提出计划    18
（二）建立顾客反馈体系    19
（三）客户忠诚度奖励机制的健全与完善    19
（四）网络营销与关系营销的有机结合的交互式服务    20
六、总结    21
参考文献    22
致谢    24