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한진수(Jin Soo Han),서광민(Kwang Min Seo) 한국관광연구학회 2005 관광연구저널 Vol.19 No.1
The customer segmentation process is critical component of positioning hotel selections whereby marketers identify within an existing hotel market distinct guest that best maximize value to the serve and grow the targeted segment. This study attempts to analyze the customer segmentation of hotel industry on the basis of internet users. Internet becomes considered as the method to improve quality of life due to its accessibility and convenience. Identifying customers demographics which are the potential of using internet, this study will play a substantial role in order to set up the target market and establish the marketing strategy for the potential customers using not-fully developed in hotel industry.
한진수(Jin Soo Han) 한국호텔외식관광경영학회 1999 호텔경영학연구 Vol.8 No.2
This paper study is about current use of the Internet as a relationship marketing tool on the hotel industry. The objective of Hotel as call Internet, is relationship marketing tools which is five step customer retention: ① Identify customer through database ②Improve and make the product(service) more attractive ③ Inform to build customer`s knowledge ④ Tempt customers to purchase more regularly, try different products ⑤ Retain the customer by developing different forms of loyalty The Internet research identified the current use of the following mechanisms: information, reservation, loyalty programme, newsletter, special gestures, feedback, customer service, public relations, value-added service, employee web site, channel member, and customised research. Both relationship marketing and the Internet combined together present a powerful competitive advantage for hotel at a time when there is increasing competition over a reduced customer base.