顾客关系管理与我国入境游服务贸易品牌路径探索——以越南游客入境广西游为例  

Customer Relationship Management and Service Trade Brand in China Inbound Path to Explore——Visitors to Vietnam in Guangxi as An Example Entry Tourism

作　　者：李雪岩[1] 

机构地区：[1]广西民族大学商学院,广西南宁530006

出　　处：《农业现代化研究》2012年第3期350-353,371,共5页Research of Agricultural Modernization

基　　金：2010年度广西民族大学中国-东盟研究中心招标课题"CAFTA建成后中国与东盟经贸关系研究"(编号:dm1002);广西民族大学国际贸易硕士点建设经费资助项目"打造越南消费者出境广西的旅游服务贸易品牌探索--基于顾客关系管理的视角"(编号:sxyky201106);广西哲学社会科学规划研究课题"广西产品在越南市场的品牌效应研究"(编号:08FJY017)

摘　　要：要开拓国外游客入境游这一重要的旅游市场,需要关注顾客关系管理的视角。当前,我国旅游服务贸易界在开拓入境游市场方面不断在增长,但也存在一些问题需要解决。本文从影响入境游的因素入手进行详细的研究和分析。从顾客关系管理的视角进行探索,即选择并开发目标顾客、区别对待不同类型的游客、提升游客满意度、培养游客的忠诚、维护与游客的关系、有效的顾客服务管理等方面入手,努力树立入境游的旅游服务贸易品牌。To explore foreign tourists inbound this important tourism market, it needs to focus on customer relationship management perspective. At present, our country tourism services trade in the development unceasingly in the growth of market facilities, but also some problems need to solve. This paper, from the influence of the factors of inbound detailed research and analysis. From the perspective of customer relationship management exploration, namely select and development target customers, to differentiate between different types of tourists, improve tourist satisfaction, cultivate the loyalty of tourists, maintenance and tourists, relationship between the effective management of the customer service, and strive to establish the inbound tourism service trade brand.

关 键 词：顾客关系管理 品牌战略 旅游服务贸易 

分 类 号：F590.6[经济管理—旅游管理]