I客户关系管理优化研究—以广州香格里拉酒店为例摘要客户关系管理的意义是给客户最贴心的最舒适的服务体验，增进和客户之间的感情，可以维系长久的较好的客户关系，进而实现企业的利润增长及进一步地发展。酒店行业是最经典的服务行业，而且酒店行业的讯息、管理都领先于其他行业。改革开放后，中国的旅游行业蒸蒸日上，拉动的酒店行业也快速发展，从而致使目前供大于求的现状。针对近几年国家的酒店行业还一直处于一个较低的水平上，因此客户关系管理目前已是酒店行业竞争能力的决定性因素。本篇文章以广州市香格里拉酒店为例，从该酒店的内外部环境、设施、服务等多个角度对客户关系管理的应用和未来的运营发展做了详细的介绍。本篇文章使用数据采集法及文献分析法，研究香格里拉酒店在客户关系管理上出现的漏洞，并针对这些问题对该酒店在客户关系管理方面提出相应的改进措施，旨在达到对酒店行业在客户关系管理这方面提出有建树的建议。关键词：客户关系管理，改进方案，满意度IIABSTRACTThemeaningofcustomerrelationshipmanagementistoprovidecustomerswiththemostintimateandcomfortableserviceexperience,enhancetherelationshipwithcustomers,andmaintainlong-termandbettercustomerrelationships,therebyachievingcorporateprofitgrowthandfurtherdevelopment.Thehotelindustryisthemostclassicserviceindustry,andtheinformationandmanagementofthehotelindustryareaheadofotherindustries.Afterthereformandopeningup,China'stourismindustryisbooming,andthehotelindustrythatisdrivenbyithasalsodevelopedrapidly,resultinginthecurrentsituationofoversupply.Inrecentyears,thecountry’shotelindustryhasalwaysbeenatarelativelylowlevel,socustomerrelationshipmanagementhasnowbecomeadecisivefactorinthecompetitivenessofthehotelindustry.ThisarticletakestheShangri-LaHotelinGuangzhouasanexample,andgivesadetailedintroductiontotheapplicationofcustomerrelationshipmanagementandfutureoperationaldevelopmentfrommultipleperspectivessuchasthehotel’sinternalandexternalenvironment,facilities,andservices.ThisarticleusesdatacollectionmethodsandliteratureanalysismethodstostudytheloopholesinthecustomerrelationshipmanagementofShangri-LaHotel,andproposescorrespondingimprovementmeasuresforthehotel’scustomerrelationshipmanagementinresponsetotheseproblems,aimingtoachievethegoalofimprovingthehotelindustry’scustomerrelationshipmanagement.Inthisregard,therelationshipmanagementhasmadefruitfulsuggestions.Keywords:customerrelationshipmanagement,improvementplan目录摘要............................................................................................................IABSTRACT..............................................................................................II一绪论.....................................................................................................1（一）研究问题的提出.......................................................................................11研究背景...................................................12研究目的与意义.............................................2（二）研究思路与方法...........................................21研究方法...................................................22研究思路...................................................3（三）文本结构.................................................4二文献综述.............................................................................................5（一）客户关系管理的定义.......................................5（二）客户关系管理的理解.......................................5（三）客户关系管理的优化............
