頁籤選單縮合
題 名 | The Application of Account Management System in Hotel Marketing=「客戶管理系統」在旅館行銷上的應用 |
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作 者 | 劉修祥; 蔡長清; | 書刊名 | 高雄工商專校學報 |
卷 期 | 26 1996.12[民85.12] |
頁 次 | 頁267-277 |
分類號 | 489.2 |
關鍵詞 | 客戶管理; 主要顧客; 旅館行銷; Account management; Key account; Hotel marketing; |
語 文 | 英文(English) |
中文摘要 | 精簡組織與企業再造策略是現行企業因應長期經濟不景氣及高度競爭市場的主要 手段,然而這些策略之所以能夠有效發揮的前提,就是必須回歸客戶導向的基本原則,亦即 必須滿足顧客的需求,重視顧客的滿意度,切勿過度強調節流而降低服務水準,以免破壞企 業服務品質形象,導致客戶嚴重流失的意外惡果。客戶管理系統試圖改變傳統以產品或地理 區域為主的行銷方式,指定專人或單位統籌直接處理主要顧客的各種問題,提供顧客個別化 服務,使顧客真正感受到實質而熱誠的服務,提昇顧客的品牌忠誠度,進而開拓有價值的客 源。 就旅館業而言,不論中外,均有旅客成長率不如房間成長率快的隱憂,業者紛紛採取削價競 爭的肉搏戰,對旅館業的發展相當不利,例如高雄地區之旅館業所面臨的競爭環境在近幾年 已呈鉅變,大型國際觀光旅館相繼開幕;為因應競爭環境變遷,業者有必要調整其行銷策略 ,採取更主動積極的客戶管理系統( AMS ),以提昇行銷效能。 本文嘗試經由對客戶管理 系統進行文獻探討,並概要說明管理及實踐客戶管理系統的技巧與考慮因素,以使旅館行銷 人員、管理者或研究者對客戶管理系統的應用有較清楚的概念,促進客戶管理系統的採用, 提升旅館行銷的力量。 |
英文摘要 | The adoption of downsizing and reengineering strategies is the major channels that current enterprise take to deal with the long-term economic recession and highly competitive environment. However, the premise to promote up to the most effect of these strategies is the enterprise must stick to the basic principle of customer-orientation. In other words, the company has to satisfy with the needs of customers and pay more attention to their satisfaction. Over-emphasize thrift for a company may degrade the service quality, damage good reputation and lose a large volume of loyal customers. An account management system tries to improve the deficit of traditional marketing approach such as product-line and geographic-oriented approach. Any problem of a key account will be handled directly by a dedicated person or sales team. It will provide customized service to a client and let customer feel a substantial and enthusiastic service. The approach hopes to enhance the loyalty of customers and develop new key accounts. As to the hotel industry, there has a phenomena that the growth rate of guests is lower than that of rooms either in Taiwan or overseas. Cutting price is not uncommon as an competitive weapon among hotels. It will hurt the development of hotel industry in the long run. Especially in recent years, the competitive environment of hotel industry in Taiwan are facing enormous change like the successive opening of large international tourist hotels in Kaohsiung. To deal with the changing environment, hotel should adjust its marketing strategy to take more positive and active approach like account management system to improve the marketing effectiveness. In this paper, we studied the field of account management system through literature review to justify its meanings and introduce the major concerns as well as implementing skills to help hotel marketer, manager and researchers have clearer concept of the application of account management and boom the hotel marketing power while as promote the adoption of account management system. |
本系統中英文摘要資訊取自各篇刊載內容。