摘要客户关系管理是酒店服务业提升服务质量和增强竞争能力的重要手段。本文以南宁市维也纳酒店大学东路店为例，在企业客户关系管理理论的基础上，对维也纳酒店客户关系管理现状进行了研究和分析。本文采用数据采集和文献分析的方法，分析该酒店在客户关系管理上存在的问题，提出了适合维也纳酒店客户关系管理的战略建议和实施方案，希望对酒店行业的客户关系管理有所帮助。关键词:维也纳酒店；客户分类；维护管理；价值管理；客户关系管理PAGE\*MERGEFORMATIAbstractCustomerrelationshipmanagement(CRM)isanimportantmeanstoimproveservicequalityandenhancecompetitivenessinhotelserviceindustry.TakingDongludianofNanningViennaUniversityasanexample,thispaperstudiesandanalysesthecurrentsituationofcustomerrelationshipmanagementinViennaHotelsBasedonthetheoryofenterprisecustomerrelationshipmanagement.Inthispaper,datacollectionandliteratureanalysisareusedtoanalyzetheexistingproblemsincustomerrelationshipmanagementofthehotel.StrategicsuggestionsandimplementationschemessuitableforViennahotelcustomerrelationshipmanagementareputforward,hopingtobehelpfultocustomerrelationshipmanagementofthehotelindustry.Keywords:Viennahotel;customerclassification;maintenancemanagement;valuemanagement;customerrelationshipmanagementPAGE\*MERGEFORMATIII目录摘要..........................................................................................................................II一、引言........................................................................................................................2（一）研究背景.....................................................................................................2（二）研究意义.....................................................................................................2（三）研究方法.....................................................................................................3二、相关理论介绍........................................................................................................3（一）客户关系管理的相关概念.........................................................................31、定义............................................................................................................32、客户关系管理的重要性............................................................................33、客户满意度和忠诚度................................................................................4（二）酒店业客户关系管理的特点.....................................................................4三、南宁市维也纳酒店及其客户关系管理现状介绍................................................5（一）维也纳酒店简介.........................................................................................5（二）南宁市维也纳酒店的客户关系管理现状.................................................61、南宁市维也纳大学路分店的简况............................................................62、南宁市维也纳酒店客户关系管理概况....................................................6（三）南宁市维也纳酒店的客户满意度现状.....................................................7（四）、维也纳酒店客户忠诚度现状.................................................................8（五）、客户投诉状况.........................................................................................8四、南宁市维也纳酒店客户关系问题分析................................................................9（一）缺乏...
