【作者】 李宗全；

【导师】 孙厚琴；

【作者基本信息】 华东师范大学 ， 旅游管理， 2010， 硕士

【摘要】 随着社会经济的不断发展,经济型酒店在获得前所未有发展的同时,也面临了严峻的挑战,特别是在市场竞争的加剧和客户中心时代到来的影响下,迫切要求经济型酒店改变以往的经营理念和营销方法。本文的研究对象是经济型酒店的客户知识管理。客户知识管理是客户关系管理营销理论的重要组成部分,是典型的价值店的价值构造方式,它把客户知识看作是企业的重要战略资源,并要求动态的识别和满足客户需求。通过引入客户知识管理理论,可以增强经济型酒店识别市场需求的能力,创造和交付更优异的客户价值,从而构筑经济型酒店的核心竞争力。但经济型酒店客户知识管理的实现不是一蹴而就的,而是长期的、连续的,并建立在对行业特点详细分析的基础之上的。通过这一过程可以明确经济型酒店实施客户知识管理的优势和障碍,使得经济型酒店客户知识管理的流程优化和能力提高更具目的性和针对性。也使得对经济型酒店客户知识管理的分析更加全面和客观。本文从六个部分对经济型酒店的客户知识管理进行了研究和分析：第一章,绪论。主要介绍了本文的研究背景、研究意义、以及客户知识管理理论的国内外研究现状,并对主要概念和相关的理论作了界定。第二章,经济型酒店客户知识管理概述。对客户知识管理理论的产生,价值构造方式以及客户知识的分类作了阐述,分析了经济型酒店的内涵和经济型酒店实施客户知识管理的动因。第三章,经济型酒店实施客户知识管理的优势和障碍。在上一章经济型酒店特点分析的基础上了,分析了经济型酒店在实施客户知识管理时所具有优势和存在的障碍。第四章,经济型酒店的客户知识管理优化流程。本章总结了国内外客户知识管理流程的研究成果,分析了其中存在的不足,提出了经济型酒店实施客户知识管理的优化流程,并对经济型酒店实施客户知识管理的主要支持系统做了分析。最后是结合如家快捷酒店的案例,分析了其客户知识管理的实施。第五章,经济型酒店提高客户知识管理能力的对策。提出了经济型酒店提高客户知识管理能力的几点对策。总结部分,对全文进行了总结,分析了本文存在的不足。更多还原

【Abstract】 With the development of social economy, economy hotel have got an unprecedented development, but it also faces serious challenges. Especially, on the influence of the fierce market competition and the coming of customer center, it requires economy hotel to change the past business concept and marketing methods urgently.The object of this paper is customer knowledge management of economy hotel. Customer knowledge management is an important part of customer relationship management about marketing theory, which is a typical value construction method of the value shop. It regards the customer knowledge as important strategic resource of company, and asks to find and meet customer needs dynamically. By the introduction of customer knowledge management, it can enhance the economy hotel’s ability of finding market needs, create and deliver superior customer value, so we can build the core-competitiveness of economy hotel. But customer knowledge management of the hotel is got not easy, but long-term, continuous. It bases on foundation of detailed analysis of the industry’s characteristics. Through this process, we can get advantages and obstacles of economy hotel to implement customer knowledge management that is more purposeful and targeted about process optimization and ability raise of hotel’s customer knowledge management. Also, it makes analysis more comprehensive and objective to hotel’s customer knowledge management.The research and analysis are from six parts about customer knowledge management:ChapterⅠis introduction. It introduces the research background, significance, home and abroad research status of customer knowledge management, and defines the key concepts and related theories. ChapterⅡis the overview of economy hotel’s customer knowledge management. It describes the appearance of customer knowledge management, value construction method and classification of customer knowledge, analyzes the content of economy hotel and motivation to implement customer knowledge management. ChapterⅢis advantages and obstacles about economy hotel to implement customer knowledge management. Basing on the analysis of last chapter about economy hotel’s features, it analyzes advantages and obstacles about economy hotel to implement customer knowledge management. ChapterⅣis optimizer of economy hotel’s customer knowledge management. This chapter has summarized the process of customer knowledge management home and abroad, analyzes the obstacles, presents optimizer of economy hotel to implement customer knowledge management. It analyzes main support system about hotel to implement customer knowledge management. Finally, it analyzes implementation of Home Inns’ customer knowledge management. Chapter V is strategy to improve customer knowledge management. It proposes several strategies to improve economy hotel’s capabilities of customer knowledge management. The conclusion is a summary of this article, which analyzes the shortcomings of this article.更多还原