基于CLV和顾客忠诚的酒店顾客细分及保持研究

【作者】 石羽；

【导师】 邱国栋；

【作者基本信息】 东北财经大学 ， 旅游管理， 2007， 硕士

【摘要】 随着以销售产品为目的的市场战略被以顾客为中心，以服务为目的的市场战略所取代，赢得顾客，保持与顾客间良好的互动关系对服务业就显得尤为重要。依据帕累托原理，20％的顾客创造了80％的利润，即优质顾客对企业利润贡献极大。而如何识别优质顾客，采用何种方式来保持优质顾客无疑成为顾客关系管理的又一课题。我国内资酒店的现状是整体规模大但综合盈利能力低，究其根本原因是管理理念与方法落后，在顾客管理方面与外资酒店存在较大差距。酒店作为典型的服务型企业，应把提供给顾客最好服务，赢得忠诚顾客视为酒店生存发展的准则。因此酒店有必要科学细分顾客，更合理地分配有限资源并针对不同层次顾客采取针对性的营销手段使他们更满意、更忠诚。基于以上考虑，本研究的目的就是提出一个能够指导酒店实际工作的顾客细分模型，以期为酒店的顾客关系管理，为酒店更有效地保持顾客提供创新性建议。文章主要由以下五部分构成：第一部分，导论。阐释酒店顾客细分与保持的研究背景及顾客细分的国内外相关文献，站在顾客和企业相结合的细分角度，提出基于顾客生命周期价值和顾客忠诚的细分方法。最后提出本文的研究思路、研究框架和创新点。第二部分，顾客生命周期价值研究。计算顾客生命周期价值是顾客细分的基础，本章介绍顾客生命周期价值理论，包括顾客生命周期、顾客生命周期价值的概念，顾客生命周期原有计算模型。在此基础上，提出修正模型，通过测算顾客当前价值和未来价值为顾客细分提供依据。第三部分，顾客忠诚研究。顾客忠诚理论包括顾客忠诚的概念，影响顾客忠诚的因素，根据行为维度和态度维度对顾客的分类以及顾客忠诚对酒店的意义。第四部分，酒店顾客细分模型建立及顾客保持研究。这部分是本文研究的重点，提出了酒店顾客细分模型，明确不同类型的顾客对酒店利润贡献不同，应采取不同的营销手段来保持和发展不同类型顾客。在本章最后总结酒店对不同类型顾客的资金投入应有不同。第五部分，结束语。总结本文提出的细分模型的理论依据、细分标准及酒店对不同层级顾客应采取的保持手段。突出本文的创新店并展望了今后的研究方向。本文的创新之处主要体现在以下三个方面：1．改进了顾客细分模型。通过顾客生命周期价值和顾客忠诚理论相结合建立顾客细分模型。2．将新建的顾客细分模型首次应用到酒店中。通过计算顾客生命周期价值划分不同类型顾客。3．结合酒店实际情况，提出具体的顾客保持措施。更多还原

【Abstract】 Along with the marketing strategy of product-oriented substituted by that of customer-oriented, it’s becoming vital important to build an effective interrelationship with the customer so as to win the loyalty of them. According to Pareto Principal, 80 percent of profit is created by 20 percent of customers, that is to say a small number of customers make huge contribution to the company. Then the following question must be how to identify the valuable customers and how to win the loyalty of them.The current condition of China’s hotels is huge scale but low profit, the main reason is the outdated management theory and approach. Compared with the foreign invested hotels, we leave far behind as regards to Customer Management. As the typical company which offers professional service, hotel should always bear in mind that offering the best service to gain the loyalty of customers is the essence. Hotel should focus on the segmentation of customers first, then allot the limited resource and cash based on the segmentation. Take the above mentioned into account, the purpose of the article is to come up with a segmentation model to instruct the hotel how to identify valuable customers and how to make more money on loyal customers. The article is divided into five parts as follows:First Section: Introduction. Outline the background of customer segmentation and maintenance. Summarize the documentaries of domestic and aboard and make analysis about them. Come up with a customer segmentation approach based on the Theory of Customer Lifetime Value and Customer Loyalty. At the end of the section, the outline of the article, the framework and innovations are presented.Second Section: Theory of Customer Lifetime Value. The calculation of CLV is the basic task, this section introduces the conception of Customer Lifetime, Customer Lifetime Value and the previous calculation model of CLV. Founded on that, we give a revised one. Using model, we can calculate Customer Current Value and Customer Future Value.Third Section: Theory of Customer Loyalty. In this section, the conception of customer loyalty, the elements which affect customer loyalty, the division of customers and the meaning of customer loyalty to hotel are presented.Fourth Section: The Segmentation and Maintenance of hotel customer Based on the Theory of Customer Lifetime Value and Customer Loyalty. This section is the core section in which hotel customer segmentation model is raised. The model clarifies the profit contribution that different level customers make. Suggest that hotel should take action on the different customers.Fifth Section: Inclusion. Summarize the theories and the criteria the segmentation model is used. Restate the maintenance hotel should take to the different kind of customers. Highlight the innovation and forecast the points which need further research.The innovation of the article lies in three aspects: 1. Improvement of Customer Segmentation Model. We build the model based on the Theory of Customer Lifetime Value and Customer Loyalty.2. Implement the newly built model in hotel. Trough the calculation of CLV, we can identify the most valuable customers, valuable customers and the least valuable ones. 3. Combine the practical condition of hotels, come up with the concrete measures that should be taken to different customers.更多还原