II
摘 要
地质酒店是辽宁省冶金地质勘查局直属的事业性涉外宾馆，酒店业在迅速发展
过程中，地质酒店面临国内大量酒店集团和经济型连锁酒店的竞争。在消费者为主
导的市场环境中，客户管理的理念被企业迅速的应用到企业的运营管理当中。酒店
产品就是酒店人员提供服务的过程，产品服务与客人的接触点众多,每一个点都直接
影响宾客对酒店的评价，因此导入客户关系管理成为酒店提供高质量的服务最佳途
径之一。这对提升地质酒店管理水平，优化酒店管理的组织结构、服务流程，从根
本上解决酒店效益问题具有重要理论意义和现实意义。客户关系管理(Customer
Relationship Management，CRM）最早由美国 Gartner Group Inc 公司在 1999 年正式
提出，是一种“以客户为中心”的经营理念的集中体现，通过融合现代信息技术手
段精准掌握和预测酒店客户的需求，企业各个组织部门协同合作提高客户的忠诚度，
最终实现企业目标。地质酒店作为鞍山的一家老牌单体酒店，由于体制束缚、管理
理念陈旧、行业竞争激烈等原因，导致地质酒店企业宣传不足、服务品质下降、客
户管理不足等问题，使得酒店无法面对现代商业竞争。本文在现代企业客户管理理
论和实践的基础上，通过分析地质酒店的客户关系管理现状以及在客户关系管理方
面存在的问题，并分析问题成因，提出地质酒店客户关系管理的优化方案和实施的
保障措施，为单体酒店优化客户关系管理提供借鉴。

关键词：地质酒店；客户关系；关系营销Abstract
III
Abstract
Geology hotel is a undertaking of foreign-related hotel which directly under Metallurgical
geological prospecting bureau in Liaoning province. In the process of rapid development
of the hotel industry, Geology hotel faced the competition with a lot of domestic hotel
group and budget hotel chain. In the market environment that consumer were leading, the
concept of customer management is rapidly applied to the enterprise operation
management. Hotel product is the process that the services are provided by hotel staff, the
products and services has numerous points contact with the guest, every point directly
affect the evaluation of guests to the hotel, so the customer relationship management
(CRM) become one of the best ways to hotel to provide high quality service. It has
important theory meaning and realistic meaning to fundamentally solve the problem of
hotel benefit, promote geological hotel management level, optimize the organizational
structure of the hotel management and service process. CRM was formally brung up by
Gartner Group Inc of American in 1999, is a kind of embodiment of management idea of
take the customer as the center. Through the integration of modern information
technology to accurately grasp and predict hotel customer demand, every enterprise
organizations departments work together to improve customer loyalty to realizes the
enterprise goals finally. As a long-established monomer hotel in Anshan, due to the policy
and management idea obsoleted and the intense industry competition, resulting in a
decline in geological hotel enterprises lack of propaganda, service quality, customer
management problems such as insufficient, Geology hotel can't compete in the face of
modern business hotel. The paper was based on the modern enterprise customer
management and the basis of the theory and practice, through the analysis the
management of relationship with Geology hotel and customer, and to analyze the causes,
propose the optimizing scheme of Geology hotel customer relationship management and
implementation of security measures, and provide reference to customer relationship
management for independent hotels optimization.
Key Words: Geology Hotel，Customer Relationship，Relationship marketing