酒店客户关系管理系统中客户获取的研究

客户获取是酒店行业决策支持的一个重要方面，也是客户关系管理的核心任务之一。本文分析传统酒店行业计算机管理系统的弊端，针对其客户获取的局限性，提出对现有客户和潜在客户同时建模并进行分析的客户获取解决方案，研究建立酒店数据仓库、现有客户模型、潜在客户模型等关键技术，实现客户获取，为酒店行业提供更为准确的决策支持。
关键词：CRM；酒店；客户获取；数据仓库；客户细分；反应行为模型

Study about Customer Acquisition in Hotel Customer Relationship Management
Yi Jun1 Cao Dong 2 Nie Du-xian3 （1.Faculty of computer, College of pharmacy and business, Guangdong Pharmaceutical University, Guangdong Guangzhou 510006; 2.Department of mechanic engineering, South China University of Technology, Guangdong;3.College of Sciences, South China Agricultural University, Guangdong Guangzhou 510640;
Guangzhou 510640） Abstract: Customer acquisition is an important aspect in hotel Industry decision support. It is one of key tasks of CRM. The disadvantages of traditional hotel industry management system are analyzed in this paper. Aimed at the limitation of its customer acquisition, a solution that erects model of existing customer and potential customer at the same time is proposed. The crucial technologies that realize customer acquisition are particular discussed, including building hotel data warehouse, existing customer model and potential customer model. It provides correct decision support for hotel industry.
Keyword: CRM; hotel; customer acquisition; data warehouse; customer segmentation; feedback behavior model