Hotel Relationship Marketing and Customer Archive Management

Strengthening of customer relationship management (CRM) has become the key factor to enhance Chinese hotels' core competitiveness and improve their service quality. In customer relationship management, relationship marketing, as a new marketing theory, was not only developed in foreign countries, also raised the concern of scholars and entrepreneurs in China. In the process of relationship marketing, how to use customer archives and reinforce the utilization of archive is particularly important. With introduction of relative theory of relationship marketing and study on hotel practice of customer records management, the author completes a useful exploration on how to seize the existing customers and tap potential customers by means of enhancing hotel customer archive management and expanding its service functions to develop the hotel markets segmentation.