旅游综合体企业CRM系统的构建与优化

2011 级研究生 支 那

摘要

2009 年《国务院关于加快发展旅游业的意见》提出把旅游业培育为国民经济的战略性支柱产业。中国旅游产业结构开始由单一开发向复合开发模式转化，多元化和一体化经营成为趋势。而旅游综合体因其顺应时代发展的需要，成为旅游产业持续发展的重要驱动力。

目前我国已建成并成功运营的旅游综合体如乌镇、长白山综合体、西溪天堂综合体等，在运营管理上各具特色，并已经开始体现其作为综合体优于单体旅游企业的强大优势。然而如何理顺综合体内各业态之间的关系，共享客户资源，整合营销，使旅游综合体区别于旅游产业集群，真正发挥范围经济的效率，大家都还在尝试阶段。

本文采用文献回顾法、案例分析法和专家访谈法，对旅游综合体的业务特点和管理需求进行分析，参考客户关系管理（CRM）的定义和多元化企业集团建设CRM 体系的特点，结合最新信息技术发展对综合体实施CRM 的影响，并以西溪天堂国际旅游综合体为案例进行分析和实证研究，最后总结出旅游综合体建设CRM 体系的思路和建议。

在文献回顾和相关理论的研究过程中，笔者首先对CRM 的核心概念进行了梳理，为提出旅游综合体的CRM 体系结构奠定了理论基础；然后分析了多元化企业集团的CRM体系，作为旅游综合体CRM 建设的参考；最后结合在西溪天堂旅游综合体的实际工作经验，对旅游综合体的核心概念“有机联系”做出了解释，对旅游综合体的业务特点和经营管理模式进行了分析和总结：旅游综合体从规划建设开始就是一个整体，其产权一致、业态之间有机联系的综合体特点决定了其经营管理的指导思想将是“有机整合”，包括客户资源的整合、供应商的整合、管理资源的整合，等等，以实现设立综合体的目的——实现功能互补、统一服务、高效运转的范围经济。

在理论研究和参考案例的基础上，笔者提出了旅游综合体的CRM 体系结构，主要分为前台操作层面、业务整合层面、数据分析层面三个层次。其中第二层次核心处理层包括五个部分：单体企业CRM 分析子系统、集团客户分析子系统、中央预订系统、会员管理系统、客户互动管理系统。

在案例分析部分，以西溪天堂旅游综合体为案例，对照分析了其目前的经营管理情况和实现CRM 体系之间的差距；并通过专家访谈法，对综合体实施和使用CRM 体系可能涉及的主要人员进行了半结构式访谈，总结出了西溪天堂实施CRM 体系的现实方案：要实现西溪天堂综合体层面的CRM 体系，关键是要解决数据层面的问题，实现综合体内各个信息系统的数据对接。在实现数据分享的基础上，开发CRM 的具体功能模块，实现和满足单体企业和集团管理者的业务需求。

最后，笔者通过对西溪天堂实施CRM 将遇到的障碍和原因进行分析，提出了一般旅游综合体想要成功建设CRM 体系的对策和解决方案，即从综合体规划开始的每一个阶段都贯彻整合管理的指导思想，包括规划阶段的整合性管理规划、项目建设阶段的整合性商业谈判、项目运营阶段的整合性运营和最后CRM 实施阶段的整合性管理；在CRM 的实施阶段，应按照CRM 的概念，以“客户价值”为中心，梳理自身的业务特点和经营管理模式，结合软件和硬件设施的现实情况，开展前台操作层面、业务整合层面、数据分析层面的整合性CRM 建设，在整合运营的平台和机制的保障下，实现CRM 的整合管控。

关键词：旅游综合体；CRM；有机联系；西溪天堂

Establishment Of CRM System In The Tourism Complexes(www.xing528.com)

Abstract

The tourism industry shall be made a pillar industry with strategic importance among the national economy according to the Opinions on Accelerating the Development of Tourism Industry by the State Council in 2009. As with the transformation from the single development to multiple development modes for the tourism industry structure in China，the diversified and integrated management have now become the trend. And the tourism complexes，in keeping with the development needs of the times，become the pivotal driving force for the sustainable development of the tourism industry.

The tourism complexes having already been completed and with successful operations in China，such as those in Wuzhen，Changbai Mountain Range，and Westbrook Resort，boasts their respective features in terms of operations management，and have now manifested their powerful advantages of complexes superior to the single tourism enterprise. However，it's still at the experimental stage regarding how to manage the relationship of various business types within the complex，share customer resources and integrate the marketing in order that the tourism complexes distinguish themselves from the tourism industry cluster and give full play to the efficiency of economy of scope.

This article，by virtue of the methods of literature review，case studies and interviews with experts，makes an analysis of the business features and management needs of the tourism complexes；by referencing the definitions of customer relation management（CRM）and features of CRM system establishment by diversified enterprise groups，and considering the impact of leading-edge technology upon the implementation of CRM on the complexes，coupled with the Westbrook Resort complex as the subject of analysis and empirical research，it finally gives a summary of the ideas and suggestions for the establishment of CRM system in the tourism complexes.

During the process of literature review and related theories research，the author presents a summary of the central concept of CRM，laying a theoretical foundation for the CRM system for the tourism complexes；then analyses CRM system of diversified enterprise groups for reference；finally，the author makes an in-depth explanation for the definition of the tourism complexes and provided explanations for the central concept of “organic connection” by combing the practical work experience of the Westbrook Resort，and makes an analysis and summary of the business features and operations management modes of the tourism complexes：tourism complex is an integrated entity from the beginning of project planning，its complex feature of unanimous ownership and organic connection determine its managing guidline is organic integration，including integration of customers，suppliers，management resources，etc. to realize the economies of scope featuring complementary functions，unanimous services and efficiency operation.

With the review and the reference，the author has put forth the tourism complex-oriented CRM system structure，it is mainly consisted by front-operation level，business combination level and data analysis level. The second level is the core level and involves five parts：CRM analysis subsystem of individual entity，customer analysis subsystem of group level，central reservation system，membership management system and customer interactive system.

With the Westbrook Resort complex as the case study，the author has made an analysis of the gap between the current status of operations management and the realization of CRM system. Through interviews with experts and semi-structured interviews with key stafirelating to the implementation and application of CRM system in the complex，it gives a summary of realistic schemes for the implementation of CRM system in the Westbrook Resort：to implement the CRM system at a complex level，the key factor is to solve the data collecting and processing work by setting up connection between different information system within the complex. Based on the data sharing，detail function module can been developed to realize and satisfy the business demands of governors from individual entities and complex group.

In conclusion，the author，through the analysis of the obstacles confronting the implementation of CRM in the Westbrook Resort and its root causes，has proposed the measures and solutions for general tourism complexes in successfully implementing the CRM system. It largely consists of two aspects：first，Integrated managing guideline should be carried out throughout every period since the complex planning，including integrated planning，integrated business negotiation，integrated operation and integrated governance. Second，the implementation of CRM should base on its concept，make clear its business procedure，consider the software and hardware facility，to carry out CRM system on front-operation level，business integration level and data analysis level，realize integrated control of CRM under the protection of integrated operation platform.

Key words：Tourism Complex；CRM；Organic Connection；Westbrook Resort