关系营销对酒店企业发展影响的研究毕业论文(可编辑).doc

关系营销对酒店企业发展影响的研究毕业论文 摘 要 关系营销是从直接营销活动中发展来的一种营销策略,开展于70和80年代,卖方注重客户忠诚度和满意度的,而不是主要关注在“销售”的方面。关系营销不同于其他形式的营销方式,它认识到长期价值对企业的重要性从而坚定的留住客户,而不是直接或间接的营销,其重点应投入到如何获得新的客户,让潜在顾客更加了解和关注我们的商品或服务。 本文从目前国内的研究现状出发,对文中涉及到的关系营销的基本概念做了界定,进而指出了关系营销对酒店企业发展的重要性。接着介绍了酒店企业如何实施关系营销策略,为随后的研究奠定了基础。然后通过对大同雁北宾馆实施关系营销策略的实例进行分析,引出了酒店企业实施关系营销确实对企业的生存发展有着重要的意义。最后,论述了酒店还应建立以顾客为中心的企业文化。通过本文的研究,得到以下主要结论:我国酒店企业应改变当前以价格战为主要竞争手段,酒店要注重维持良好的顾客关系,并与其他企业或者竞争对手相互合作、相互帮助、共同面对市场风险。希望这些得出的结论可以帮助我国酒店业进一步完善自己的营销策略。 关键词: 关系营销酒店业 顾客关系 企业文化 Title Research on the relational marketing to hotel enterprise development Abstract Relationship marketing is a form of marketing developed from direct response marketing campaigns conducted in the 1970s and 1980s which emphasizes customer retention and satisfaction, rather than a dominant focus on point of sale transactions. Relationship marketing differs from other forms of marketing in that it recognizes the long term value to the firm of keeping customers, as opposed to direct or Intrusion marketing, which focuses upon acquisition of new clients by targeting majority demographics based upon prospective client lists. This article from the current status of starting their own studies of the text involved in the basic concept of relationship marketing has been so defined, and then pointed out the relationship between the marketing of hotel business development. Then introduced the hotel business how to implement relationship marketing strategies, in order to subsequently laid the foundation for the study. And then through the implementation of Datong Hotel Yanbei examples of relationship marketing strategy analysis of the hotel leads to the implementation of relationship marketing business indeed the survival and development of enterprises of great significance. Finally, on the hotel should also establish a customer-centric corporate culture. Through this article research, obtains the following main conclusion: Our country Hotel Enterprise should change current take