基于顾客终身价值的个性化服务在酒店中的应用

【作者】 邢特；

【导师】 唐飞；

【作者基本信息】 东北财经大学 ， 旅游管理， 2003， 硕士

【摘要】 二十一世纪的经济是服务经济，在后工业社会中，人的主体性的日益突现，使得“个性化服务基础上的规模经济”成为必然的趋势，虽然在表述上似乎矛盾，但它反应了在新的经济和社会形态中经营观念的变革。在服务领域中，更为如此。服务领域的变革可简单总结为：各种层次和规模的大规模的服务向个性化服务的转化。整个服务的视角产生了根本变化——顾客不再被视为一定规模的市场中的普通的一员，而是被还原为每一个有着独特需要的个体。大规模服务是企业与顾客一对多的关系，而个性化服务则要求企业同顾客单独地对话。它相对于大规模服务的主要优点在于：它随时准备为顾客服务，同时充分利用最先进信息技术和定制化手段，立足于从顾客需求的角度，为顾客提供服务。 酒店，作为服务行业的代表，更需要以超前、变革的服务在激烈的竞争中寻求自己的生存空间，而个性化服务是酒店取得竞争优势的最佳手段。从吸引一位新顾客与留住一名老顾客企业所花的成本6：1的比例中可以看出，酒店要对市场份额的观注点转移到顾客份额上面，这样，可以节省成本，提高利润率。因为每位顾客在自身的个性化需求得到满足时，会觉得自己备受酒店的关注，产生自我实现的归属感，因此，不论是满意度还是忠诚度都会得到提升。一个高回头率的酒店，永远会在服务行业中常青。 然而，酒店对顾客的个性化服务程度是不可能一样的，一个偶尔自助旅游的游客和一个常住的商务客人对酒店的意义是不同的。同样，一名商务客人和一名国家元首对酒店的意义也绝不会等同的。因为在资源有限前提下，任何酒店都必须考虑成本与收益的平衡关系。每个顾客的终身价值对酒店的意义存在着差异，因此酒店要根据不同顾客的潜在终身价值来提供不同程度的个性化服务，以最大化顾客的终身价值。本文分五个部分对这个论题展开讨论： 第一章导言，指出服务领域正处在大规模服务向个性化服务的转变时期，顾客要求与企业单独对话，个性化服务程度决定了企业的发展前景。酒店作为服务行业的典型代表，更需要提供个性化的服务，这对酒店有着重要的理论与 内容摘要三巴巴旦旦旦旦旦旦旦旦旦旦旦旦里现实意义。纵深经济理论和顾客终身价值理论对个性化服务提供了理论解释。在结尾部分介绍了本文的内容与研究方法，并在对个性化服务进行理论综述后，指出了当前研究的不足。 第二章对个性化服务的产生与发展过程进行了脉络梳理。指出了个性化服务产生与发展的必要条件和可能条件。在这些条件上，个性化服务经历了工业化的个性化生产，大规模的顾客定制再到个性化服务的发展过程。最后本章对个性化服务的观念进行了提炼。 第三章引出酒店个性化服务的概念，认为酒店的个性化服务就是服务人员根据每个宾客的特别需求提供相应的、有针对性的服务，同时对个性化服务与规范化服务的对立统一关系进行阐述，在本章的结尾处对个性化服务的内容及提供个性化服务的原则进行了细致的论述。 第四章也是本文最重要的一章，首先指出酒店如何收集顾客的信息，以建立顾客的信息资料库，然后在顾客信息资料库的基础之上，分析顾客的终身价值，以顾客的终身价值为依据，将顾客分为四类不同的类别，并对每一类顾客如何提供个性化服务结合实际例子提供了理论策略。最后，本章介绍了顾客资料的分析应采用数据挖掘技术，而酒店可采用外购的形式来实现这项技术，以节省组建专家队伍的成本。 最后的结论部分对整篇文章进行了总结，指出本文的不足之处，以便为今后的研究提供借鉴。 虽然个性化服务在酒店的实际操作中还存在着很多问题，但它不可避免的成为当今酒店赖以生存的主要手段之一。而基于顾客终身价值基础上的个性化服务使酒店能更为有效的整合资源，在激烈的行业市场竞争中寻求自己的一席之地。更多还原

【Abstract】 Service economy is the trend in 21 century. People’s characteristics become more and more extinct, which make the " scale economy based on the personalized service" an unavoidable tendency. It’s a little contradiction for the description, but it reflects the concept innovation in new economy and society situation, especially in hospitality industry. It is concluded briefly that scale service in different levels is on its way to personalizing service in hospitality field. The whole service eye view is changing fundamentally-the customer can never be taken as a common one in a certain market segment and should be returned into an individual segment with special requirement. Scope service means the one to all relationship between enterprise and customers, but personalizing service, which takes advantage of the former one in following aspects: prepare to offer service to consumer promptly; provide service to customer according to his need by superior information technology and order method, asks the enterprise to face the consumer individually.Hotel, the representative of hospitality industry, needs to meet the serious competition by foresight and revolutionary service in order to survive, and personalizing service is the best method for it. Judging from the cost 6:1, abstracting a new customer vs. keeping an acquainted customer, hotel should transfer its attention into the customer portion. By it, the customer can feel satisfied and flattered and self-realized when his desire was reached. A hotel can live actively when its customer return rate is high.However, to offer the personalizing service to customer at same level is impossible, since the customers never have the same meaning to hotel. For example, a tourist supported by himself differs with a frequent business man; a business man and a president are different too. Every hotel must consider the relationship between the cost and benefit with its limited resource and each customer varies to hotel because of his LTV by which the hotel provides the characteristic service. The paperhas five parts to discuss this problem.The first chapter introduces that the scale service is replacing by the personalizing service in hospitality industry. Customers ask to be treated individually by enterprise and characteristic service determines the future development of the enterprise. Hotel, representative of hospitality, is long for personalizing service which means a lot in theory and practice. Scope economy and consumer LTV theory explain the reason to carry out the service. At the end of the part, it introduces the content and study way and points out the weak points of the paper after its citation of the general theory research.The second chapter concerns about the generation and development of PS (personalizing service), revealing the necessary and possible conditions for PS. On these conditions, PS experienced the industrial personalizing production, large scale ordering then come to PS. The chapter extracted the PS concept in the final.The third part gives the definition of hotel PS means the servant should provide the service in accordance with the customer’s need, and discusses the unity of opposite relationship between PS and RS (regular service). Then the part continues to discourse on the content of PS and principles to provide PS.The forth chapter, the most important part of the paper, points out how to collect the data of customers to establish the customers’ document on which the consumer’s LTV can be analyzed and be divided into four types, so hotel can offer the PS to the customers at four different levels with some examples. At last, the section suggests that the hotel should buy the data delve technique from outside to save the cost of employing the experts.The last part makes a summary of the whole paper, indicating the weak points of the discussion. Hope it as a guide to further study.Though there are still a lot of problems of PS in hotel practice, it is unavoidable to carry out in hotel to survive, because PS can help hotel更多还原