With the arrival of the new economic era, tourism e-commerce, as a systematic project, requires hotels to make full use of IT means such as computers and networks to carry out all-round and efficient information resource management and serve the overall development strategy of hotels, which is the only way to enhance the core competitiveness of hotels in the new economic era. CRM (Customer Relationship Management), that is, customer relationship management, is an important part of the whole hotel information resource management framework, and it is also the general trend of the hotel industry's transformation from product-oriented to customer-oriented and service-oriented. About CRM CRM originated from "contact management" put forward in the early 1980s, that is, collecting and sorting out all information related to customers and companies, and evolved into "customer service" including telephone service center and supporting data analysis in the early 1990s. After nearly 20 years of continuous development, CRM has finally formed a complete set of management theory system. It is not only a customer-centered enterprise management and service concept, but also a set of customer-oriented business processes to optimize market, sales, service and support. It is a solution to enhance the collaborative work ability between departments, accelerate the corresponding speed of customer service and support, and improve customer satisfaction and loyalty. (1) Hotel CRM is a combination of technology and humanity. When dealing with things related to customers, we should first "put people first and take customers as the center" and consider his needs from his standpoint. At the same time, all employees in the enterprise must first establish a "one-to-one customer concept", and need to agree that "customers are the permanent assets of the enterprise, and enterprises survive by meeting customer needs", and then realize humanized customer goals with the assistance of technology. In this way, customers can naturally last for a long time, and corporate profits can naturally grow. Applying CRM theory to hotels is of great significance to the development of hotels. CRM concept is the core concept of hotel reconstruction under the new economic conditions. As a complete system scheme, CRM requires us to realize the application of real target customers' identification, service and value mining, requires hotels to establish brand-new business processes, organizational structure and performance evaluation standards, and requires account managers to undertake the responsibility and mission of developing and mining customers, so as to finally improve customers' loyalty to the hotel. No matter from which angle, this will be the only way for hotels to rebuild their core competitiveness in the future. Simply put, it means "standing in the customer's position, guiding the customer's needs, maximizing the customer's satisfaction and maximizing the enterprise's income". There are four specific steps: first, get to know customers in the process of interaction; Second, divide customers into different types with different standards; Third, according to different customer types, make countermeasures or suggestions respectively; Fourth, serve customers immediately. (2) elements of hotel CRM CRM has two successful elements: one is people, and the other is system and institution. The so-called "people" means that the enterprise must constantly educate and remind all employees (people) in the enterprise that customers are the most important assets of the enterprise and must sincerely care about the situation and needs of customers, not just want to sell things to customers. But even if all employees care about customers sincerely, it is still not enough, because everyone in the enterprise has different abilities in all aspects, so there must be a good system or technical system to collect or accumulate customer knowledge for systematic analysis, and make full use of this knowledge every time they contact customers. The following six types basically cover all kinds of hotel customer relationships, which constitute the hotel C-Day M system, which is a very useful tool for strengthening hotel customer relationship management and shaping hotel core competitiveness. 1. First of all, the hotel should really consider the customers and tailor the hotel service products for them before buying. In the process of staying in the hotel, we should conscientiously implement every service promise, and when customers leave the hotel, we should also know their views, opinions or suggestions on the service arrangements such as accommodation, catering and entertainment. If we can really care about customers' reaction to products, we can avoid customers' dissatisfaction and get further business opportunities. 2. Customer Care Let's start with the word "customer" and change it to "friend", treat the in-house customers as friends, put ourselves in their shoes, remember their family members, ages, birthdays and other special days, and greet them in time. These nuances seem to have nothing to do with business activities, but if you show up when a customer needs a friend most, your relationship with him or her will be extraordinary, which is actually training. 2. Products-Remind or suggest that when customers buy your hotel's products, you should not only understand their feelings and suggestions about the products, but also recommend the appropriate products to them according to the product correlation analysis at the appropriate time. For example, he stayed in the "May Day" Golden Week last year, just in time for the Singapore Food Week held by the hotel. Can you recommend Italian food week, Thai food week or other entertainment programs this May 1 Golden Week? 4. Customers-Remind or suggest that in order to cultivate loyal customers, we must think of them at different stages of their lives, such as school, employment, marriage and childbirth, remind them of their friendship, show them products with different contents or themes launched by the hotel, and arrange accommodation, food, entertainment and other activities according to their hobbies to ensure customers. 5. Products-tracking the changing trend Nowadays, the competition in the hotel market is becoming increasingly fierce, the in-house customers are becoming more mature, and the demand is more personalized and differentiated. Large-scale homogeneous hotel products can no longer meet the needs of customers. The life cycle of tourism products tells us that any tourism product will not be an evergreen tree in the market. In order to ensure profitability, hotels must constantly innovate and develop new products. Therefore, we should do a good job in market research, track the changing trend of the hotel market, firmly grasp the changes in customer demand, and develop suitable products in time, so as to be invincible in the hotel market. 6. Customers-tracking the changing trend Although the hotel does not want to lose customers, it is objective that customers no longer patronize the hotel for various reasons. The main reasons why customers no longer patronize hotels are: hotels lack after-sales service, complaints can not be handled or satisfied, other hotels offer lower prices and better services, and they went to other hotels on the advice of friends. However, no matter what the reason is, we must move from the whole to the individual, so as to grasp the changing trend of customer hotel demand and take practical measures to avoid customer loss as soon as possible. To sum up, the integration and centralized management of customer information by C-Day M system fully embodies the management concept of taking customers as important resources of enterprises, and fully conforms to the "customer-centered" operation mode of hotel industry, thus naturally becoming an important part of hotel information construction. CRM changes the traditional customer relationship management. CRM is a comprehensive integrated management of the relationship between hotels and customers. Through C, D and M, existing customers are maintained and consolidated, new customers are won and developed, and customer loyalty is improved. C-Day M will not only revolutionize the management system at all levels of the hotel, but also bring about the reorganization of the entire hotel marketing system. It is embodied in the following four aspects: (1) changes in customer care and service management. The important link of CRM in customer care is the customer service center, which is used to meet and respond to customers' needs quickly. The differences between domestic and foreign hotel application customer service centers fully reflect the differences in marketing concepts. In China, customer service centers are generally only used for customer consultation services, while foreign hotel customer service centers are further used to establish contact with potential customers and deepen communication with existing customers, that is, the difference between them is one-way and interactive. Therefore, customer service center is an important organization to implement CRM, a center for hotels to provide products and services for tourists, and a channel bridge for enterprises to communicate with customers. Customer service center can meet the needs of different customers, realize the most efficient interaction between customers and hotels at the lowest cost, reduce customer complaints, collect information, develop new customers and create new business opportunities. The interaction between the customer and the customer service center is as follows: customer service center information inquiry, tourism product introduction, demand service arrangement and tourism service solution. Solve problems, customer complaints, customer satisfaction surveys, order travel products, and update customer information. CRM system can record the service content of hotel outlets, the setting of tourist outlets and the formulation of fees in detail, and support various service modes such as general travel, self-help travel and online travel. (II) Changes in hotel customer information management Customer files and databases are only one aspect of customer information management, which is to integrate and record the customer information that all departments and everyone in the hotel come into contact with for unified management. On the other hand, it involves the establishment of hotel customer value evaluation system, that is, based on the contribution of customers to hotel profits, it analyzes and evaluates the value of customers at different levels and provides them with corresponding value services, thus improving customer satisfaction in an all-round way. (3) Changes in hotel marketing management The hotel's marketing channels are diversified, from traditional store services to tourism e-commerce. On the other hand, C-Day M marketing management distinguishes, records and identifies customers contacted by different channels and different marketing modes, and comprehensively evaluates the effect of hotel marketing activities, so as to promote the hotel to realize the transformation from "macro marketing" to "micro marketing". (IV) Changes in hotel sales management At present, hotels are turning to the account manager system. For account managers, it is necessary to implement the management of multiple sales channels, establish a unified sales information platform, and support the access of mobile communication equipment or PDA equipment of field sales personnel. , so that account managers can integrate and feedback sales information in time, strengthen the comprehensive management of telephone sales, on-site sales, online sales and sales commissions, and meet the various requirements of customers. In the new economic era, hotel CRM has been endowed with brand-new connotation, and it also presents brand-new characteristics completely different from traditional customer management. This is based on the requirements of the e-commerce era for hotels to improve their competitive advantage, shape their core competitiveness and provide more practical solutions.