知识经济时代的旅游企业客户关系管理理论与应用研究
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摘要
随着中国旅游企业改革的不断深入以及中国正式加入WTO，中国旅游业面临着前所未有的竞争压力。“入世”后我国旅游业将在数量上、规模上和程度上，面临外资旅游企业更为严峻的挑战。相对而言，外资旅游企业具备更为雄厚的资金实力、丰富的管理经验和先进的技术手段，并早已实现了从提供单纯性旅游产品向依赖综合性服务获得效益的转变。如何转变经营观念、深化服务内涵、改进服务手段、提高竞争能力将是新世纪旅游业能否持续发展的关键，否则依赖原有的旅游产品、服务方式将很难产生新的吸引力，经营效益的持续增长也将愈发困难。
企业成功亘古不变的真正奥秘只有一条——拥有最好的客户。通过实施CRM(Customer Relationship Management)，即客户关系管理来为企业提供全方位的管理视角，提供高品质的客户服务，赋予企业更完善的客户交流能力，以赢得更多的客户并且提高客户的忠诚度，已为西方企业界实战验证为21世纪企业构筑核心竞争能力、拓展利润新区、实现持续发展的不二法门。
知识经济时代的客户关系管理，是依靠互联网信息系统对客户关系的精细管理，而不是传统的依靠合同和笔记本的粗放管理。只有依靠电脑信息系统才有可能迎接挑战，从而实现提升客户满意度的战略目标。我国企业受经济发展阶段的制约，在CRM领域的研究相对西方较为滞后。即便如此，国内不少行业在信息技术(IT—Information Technology)产业不懈的理论导引下，已经开始着手实施CRM，有些“领先一步”的样板企业已经欣赏到了企业盛开的“CRM之花”，并期待着迎接硕果累累的收获季节的来临。然而国内有关旅游企业实施CRM的系统理论研究几乎是一片空白，在其他许多行业中已经被实践反复证明为企业商战“必杀技”和制胜“圣经”的CRM理论，却远未受到中国旅游业人士应有的关注，这一理论研究的滞后，将严重阻碍我国旅游企业客户关系管理能力的提高，妨碍CRM在中国旅游业中的应用和发展，进而最终动摇旅游产业在我国国民经济第三产业中的支柱地位。
有鉴于此，本文以企业管理从人、财、物的传统管理走向知识经济时代知识管理的大趋势为背景，整合国内外最新CRM理论，高度概括分析了以呼叫中心、数据仓库和数据挖掘等为代表的关系技术原理及其商业价值，展示了一幅CRM系统的全景图。并且着重从行业应用的角度，探讨旅游企业实施CRM的通用模式和战略，并分析了若干国内外有关行业的企业以及国外旅游企业成功实施CRM的经典案例，以便为中国的旅游企业能够从容应对入世带来的挑战，抓住有利的历史机遇，进一步根据企业各自的特点将CRM从理论探讨变为实践应用开启思路。同时也真诚、热切地企盼着对于CRM的研究能够在不久的将来成为中国旅游管理理论界的新热点。
With further reforms and China's entry into WTO, China's travel industry is confronted with the unprecedented intense competition. After entry into WTO, China's travel industry is in the face of much more austere challenges from the foreign counterparts. Comparatively, with abundant corporate capital, rich management experience and state-of-the-art technologies and techniques employed, foreign travel enterprises have already convert single tourism product into more complex integrated services, which have become the new profit zone. A change is a must, which is the determinant of sustainable development of travel industry in the new century.
Owning the best customer seems to be the real everlasting secret of corporate success. Through the implementation of CRM (Customer Relationship Management), a panorama of corporate management would be supplied, higher-quality customer service would be possible, and with better customer communication capability endowed with, a greater number of customers would be won and a higher customer loyalty would be achieved. Western business practices have proved CRM the best way to build corporate core competence, to find a new profit zone and to achieve corporate sustainability. In the era of Knowledge Economy, CRM is based on Internet Information system rather than traditional notebook and paper. Only with the help of computer information system can the strategic goal of a higher customer satisfaction be achieved. With the limitation of a backward economy, the research in the field of CRM in China is relatively lagged behind. Even so, with continuous theoretical guidance of IT industry, a number of industries are ta
king measures to implement CRM. Some corporations even see the blooming of flowers of CRM and are expecting the fruits of CRM. However in China, little systematic research on CRM implementation of travel enterprises have been made and the attention paid to it is far from being enough. Backward in theory and research is doomed to be a block on the road to the enhancement of corporate CRM capability within China's travel industry. Lacking sufficient CRM capability is sure to impair the status of travel industry as a supporting one within China's tertiary industry. Therefore, set in the background of knowledge economy and knowledge management trend, this thesis integrates the state-of-the-art CRM theory at home and abroad, highly generalizes and analyzes the principles and application foreground of relationship technologies such as Call Center, Data Warehouse and Data Mining. Focused on travel industry, this thesis tries to discuss the CRM strategy and establish a CRM implementation framework. Some classic succ
essful CRM implementation case in point study is expected to inspire when specific enterprises facing their own CRM challenges and to help turn theory into practice. More and further research on CRM in travel industry is expected.
企业成功亘古不变的真正奥秘只有一条——拥有最好的客户。通过实施CRM(Customer Relationship Management)，即客户关系管理来为企业提供全方位的管理视角，提供高品质的客户服务，赋予企业更完善的客户交流能力，以赢得更多的客户并且提高客户的忠诚度，已为西方企业界实战验证为21世纪企业构筑核心竞争能力、拓展利润新区、实现持续发展的不二法门。
知识经济时代的客户关系管理，是依靠互联网信息系统对客户关系的精细管理，而不是传统的依靠合同和笔记本的粗放管理。只有依靠电脑信息系统才有可能迎接挑战，从而实现提升客户满意度的战略目标。我国企业受经济发展阶段的制约，在CRM领域的研究相对西方较为滞后。即便如此，国内不少行业在信息技术(IT—Information Technology)产业不懈的理论导引下，已经开始着手实施CRM，有些“领先一步”的样板企业已经欣赏到了企业盛开的“CRM之花”，并期待着迎接硕果累累的收获季节的来临。然而国内有关旅游企业实施CRM的系统理论研究几乎是一片空白，在其他许多行业中已经被实践反复证明为企业商战“必杀技”和制胜“圣经”的CRM理论，却远未受到中国旅游业人士应有的关注，这一理论研究的滞后，将严重阻碍我国旅游企业客户关系管理能力的提高，妨碍CRM在中国旅游业中的应用和发展，进而最终动摇旅游产业在我国国民经济第三产业中的支柱地位。
有鉴于此，本文以企业管理从人、财、物的传统管理走向知识经济时代知识管理的大趋势为背景，整合国内外最新CRM理论，高度概括分析了以呼叫中心、数据仓库和数据挖掘等为代表的关系技术原理及其商业价值，展示了一幅CRM系统的全景图。并且着重从行业应用的角度，探讨旅游企业实施CRM的通用模式和战略，并分析了若干国内外有关行业的企业以及国外旅游企业成功实施CRM的经典案例，以便为中国的旅游企业能够从容应对入世带来的挑战，抓住有利的历史机遇，进一步根据企业各自的特点将CRM从理论探讨变为实践应用开启思路。同时也真诚、热切地企盼着对于CRM的研究能够在不久的将来成为中国旅游管理理论界的新热点。
With further reforms and China's entry into WTO, China's travel industry is confronted with the unprecedented intense competition. After entry into WTO, China's travel industry is in the face of much more austere challenges from the foreign counterparts. Comparatively, with abundant corporate capital, rich management experience and state-of-the-art technologies and techniques employed, foreign travel enterprises have already convert single tourism product into more complex integrated services, which have become the new profit zone. A change is a must, which is the determinant of sustainable development of travel industry in the new century.
Owning the best customer seems to be the real everlasting secret of corporate success. Through the implementation of CRM (Customer Relationship Management), a panorama of corporate management would be supplied, higher-quality customer service would be possible, and with better customer communication capability endowed with, a greater number of customers would be won and a higher customer loyalty would be achieved. Western business practices have proved CRM the best way to build corporate core competence, to find a new profit zone and to achieve corporate sustainability. In the era of Knowledge Economy, CRM is based on Internet Information system rather than traditional notebook and paper. Only with the help of computer information system can the strategic goal of a higher customer satisfaction be achieved. With the limitation of a backward economy, the research in the field of CRM in China is relatively lagged behind. Even so, with continuous theoretical guidance of IT industry, a number of industries are ta
king measures to implement CRM. Some corporations even see the blooming of flowers of CRM and are expecting the fruits of CRM. However in China, little systematic research on CRM implementation of travel enterprises have been made and the attention paid to it is far from being enough. Backward in theory and research is doomed to be a block on the road to the enhancement of corporate CRM capability within China's travel industry. Lacking sufficient CRM capability is sure to impair the status of travel industry as a supporting one within China's tertiary industry. Therefore, set in the background of knowledge economy and knowledge management trend, this thesis integrates the state-of-the-art CRM theory at home and abroad, highly generalizes and analyzes the principles and application foreground of relationship technologies such as Call Center, Data Warehouse and Data Mining. Focused on travel industry, this thesis tries to discuss the CRM strategy and establish a CRM implementation framework. Some classic succ
essful CRM implementation case in point study is expected to inspire when specific enterprises facing their own CRM challenges and to help turn theory into practice. More and further research on CRM in travel industry is expected.
引文
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13．施卫东，知识经济与旅游产业发展，技术经济，2001．2
14．安辉，入世后的中国旅游业，财经问题研究，2001．2
15．杜江、李宏，RT的启示——兼论信息技术在旅行社中的应用，桂林旅游高等专科学校学报，1999．10
16．邹益民、韩晓燕，寻求我国饭店企业全球竞争致胜之路，商业经济与管理，2001．6
1. Annals of Tourism Research, 1999-2001
2. Journal of Travel Research, 1999-2001
3. M. Stone, N. Woodcock, M. Wilson, Managing the Change from Marketing Planning to Customer Relationship Management, Long Range Planning 29(5) 1996
4. B. Joseph Pine Ⅱ, Don Peppers and Martha Rogers, Do You Want to Keep Your Customers Forever? Harvard Business Review, 1995(March-April)
5. B. Joseph Pine Ⅱ and James H. Gilmore, The Four Faces of Mass Customization, Harvard Business School Press, 1997 (January-February)
6. B. Joseph Pine Ⅱ and James H. Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage, Harvard Business School Press, 1999
7. Don Peppers and Martha Rogers, Is Your Company Ready for One to One Marketing? Harvard Business Review, 1999(January-February)
8. Helen Pike, Restoring the Personal Touch, Computer World, July 30, 1990
9. J. F. Rockart, The Changing Role of the Information Systems Executive: a Critical Success Factors Perspective, Sloan Management Review, Fall 1982
10. J. F. Rockart, Current Uses of The Critical Success Factors Process, Proceedings of the Fourteenth Annual Conference of the Society for Information Management, September 1982
1．网站列举：
独立CRM网站
www.CRMForum.com
www.CRMcommunity.com
www.zdnet.com.cn
www.CRMGuru.com
www.CRMassist.com
www.eccs.uk.com
www.DestinationCRM.com
www.ctiforum.com
www.Searchcrm.com
www.AMA.org
旅游行业应用网站
中国期刊网
金旅雅途网
中国旅游网
赛迪网
中国客户关系管理网
海脉网络经济周刊
国研网
灵趣网
CRM厂商及咨询公司网站
www.KPMG.eorn
www.accenture.com
www.deloitte.com
www.pwcglobal.com
www.HP.com
www.IBM.corn
www.oracle.com
www.siebel.com
www.sap.com
www.NCR.com
2．中国旅游年鉴2001，中国旅游出版社，2001
3. Travel and Tourism: a Blueprint for Retaining Customers in the Travel Industry (Chordiant White Paper), Chordiant Software Inc.2000
4. Thomas Cook Global Services, Chordiant Software Inc.2001
5. The Catalyst CRM Methodology: an Overview, ECCS, 2001
6. Enhancing Customer Relations: the Secret of Sustaining Success, Global Groupware Solutions Pvt. Ltd. 2000
7. White Paper: Building Competitive Advantages through Customer Relationship Management (CRM), CGI Group, 2001
8. e-Everything: Technology-Enabled Customer Relationship Management, Corporate publication of Web Association, 1999
2．周三多、陈传明、鲁明泓等编著，管理学：原理与方法，复旦大学出版社，1999
3．[美]哈罗德·孔茨、海因茨·韦里克著，张晓君等编译，管理学(第10版)，经济科学出版社，1998
4．[美]斯蒂芬·P·罗宾斯著，黄卫伟等译，管理学(第四版)中国人民大学出版社，1997
5．詹姆斯·迈天著，生存之路——计算机技术引发的全新经营革命，清华大学出版社，1977
6．赖茂生主编，企业信息化知识手册，北京出版社，1999
7．R．Kalakota & A．Whinston著，电子商务：管理、技术、应用，清华大学出版社，2000
8．R．Kalakota & A．Whinston著，电子商务管理指南，清华大学出版社，2000
9．张福德著，电子商务导论，科学出版社，2001
10．黄敏学，电子商务，高等教育出版社，2001
11．[美]希德·拉曼，马赫胥·莱辛哈尼编，周伟民、吕长春，李凌译，电子商务的机遇与挑战，华夏出版社，2001
12．孙宝文，电子商务系统建设与管理：高等教育出版社，2002
13．Martin V．Deise等著，黄京华等译，电子商务管理者指南：从战术到战略，清华大学出版社，2000
14．吴敏平，电子商务的价值链与赢利模式，上海远东出版社，2001
15．[美]比尔·盖茨(Gates，Bill)、海明威(Hemingway，Collins)著，蒋显、姜明译，未来时速：数字神经系统与商务新思维，北京大学出版社，1999
16．[美]约翰·哈格尔三世等著，董清等译，网络价值——在客户制定规则的时代塑造市场，经济科学出版社，1999
17．谢康、陈禹著，知识经济思想的由来与发展，中国人民大学出版社，1998
18．杨梅英，知识经济与管理创新，经济管理出版社，1999
19．王兴成、卢继传、徐耀宗主编，知识经济，中国经济出版社，1999
20．金吾伦著，知识管理——知识社会的新管理模式，云南人民出版社，2001
21．[美]Jerry Honeycutt著，夏兆彦等译，微软知识管理策略，清华大学出版社，2001
22．[英]罗杰·卡特怀特著，涂颀等译，掌握顾客关系，广西师范大学出版社，2001
23．[美]菲利普·科特勒著，梅汝和等译，营销管理：分析、计划、执行和控制(第九版)，上海人民出版社，1997
24．A·佩恩著，郑薇译，服务营销，中信出版社、西蒙与舒斯特国际出版公司，1998
25．[英]维克多·密德尔敦著(Middleton，Victor)著，向萍等译，旅游营销学，中国旅游出版社，2001
26．默林·斯通、尼尔·伍德科克著，陈桂芳等译，关系营销，上海远东出版社，1998
27．宝利嘉编著，客户关系管理解决方案，中国经济出版社，2002
28．汤姆·邓肯、桑德拉·莫里亚著，廖宜怡译，品牌至尊——利用整合营销创造终极价值，华夏出版社，2000
29．田同生，客户关系管理的中国之路，机械工业出版社，2001
30．[美]迈克尔·R·所罗门著，张莹等译，消费者行为学，经济科学出版社，1999
31．汤羡祥编著，计量经济学，广东教育出版社，1993
32．刘军、季常煦、曾洁琼编著，电子商务系统的规划与设计，人民邮电出版社，2001
33．曾强，电子商务的理论与实践：全球“大局观”下的中国电子商务，中国经济出版社，2000
34．王大悟、魏小安，新编旅游经济学，上海人民出版社，1998
35．新世纪、新产业、新增长，何光(日韦)主编，中国旅游出版社，1999
36．中国旅游业新世纪发展大趋势，魏小安、刘赵平、张树民著，广东旅游出版社，1999
37．丁力主编，旅行社经营管理，高等教育出版社，1998
38．杜江编著，旅行社管理，南开大学出版社，1997
39．杜江、戴斌著，旅行社管理比较研究，旅游教育出版社，2000
40．蒋丁新主编，旅游饭店管理概论，高等教育出版社，1998
41．丁力，饭店经营管理原理，南开大学出版社，2001
42．余炳炎，饭店前台客房管理，南开大学出版社，2001
43．[美]W.H.Inmon著，数据仓库，王志海等译，机械工业出版社，2000
44．朱爱群编著，客户关系管理与数据挖掘，中国财政经济出版社，2001
45．[法]苏米特拉·杜塔、让-佛朗索瓦·曼佐尼著，焦叔斌等译，过程再造、组织变革与绩效改进，中国人民大学出版社，2001年
46．[法]亨利·法约尔著，周安华等译，工业管理与一般管理，中国社会科学出版社，1998
47．[美]斯蒂芬·P·罗宾斯著，孙建敏等译，组织行为学(第七版)，中国人民大学出版社，1997
48．[日]小林裕，图解经营企业再造工程，北京出版社、朝阳堂文化事业，1995
49．芮明杰、钱平凡，再造流程，浙江人民出版社，1997
50．[英]亚当·斯密著，郭大力、王亚南译，国民财富的性质和原因的研究，北京商务印书馆，1972
1. Alex Berson, Stephen Smith, Kurt Thearling, Building Data Mining Applications for CRM, McGraw Hill, 2000
2. Amrit Tiwana & Miles Williams (Editor), The Essential Guide to Knowledge Management: E-Business and CRM Application, (Paperback) Prentice Hall, 2000/12
3. A.J. Slywotzky, David J. Morrison, The Profit Zone, Mercer Management Consulting, Inc. 1998
4. Arthur Middleton Hughes, Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program, McGraw-Hill, 2000
5. B. Joseph Pine Ⅱ, Mass Customization: The New Frontier in Business Competition, Harvard Business School Press, 1992
6. Charles R. Goeldner, J. R. Brent Ritchie, Robert W. McIntosh, Tourism: Principles, Practices, Philosophy (8th edition), New York: Wiley, 2000
7. Christian Gr nroos, Service Management and Marketing: a Customer Relationship Management Approach (2nd edition), Chichester: Wiley, 2000
8. Daniel R. Fesenmaier, Joseph T. O'Leafy, Muzaffer Uysal, Recent Advances in Tourism Marketing Research, Haworth Press, 1996
9. David Siegel, Futurize Your Enterprise, 2001, John Wiley & Sons, Inc.
10. D. Ward, Berlitz Guide to Cruising and Cruise Ships, Berlitz, 1994, 1998, 1999
11. Dick Lee, The Customer Relationship Management Planning Guide, High-Yield Marketing Press, 1999
12. Don Peppers and Martha Rogers, Enterprise One to One: Tools for Competing in the Interative Age, New York: Doubleday, 1997
13. F. Herzberg, Work and the Nature of Man,World Publishing, 1962
14. Frederick Newel1, Loyalty.com: Customer Relationship Management in the New Era of Interact Marketing, McGraw Hill, 2000
15. Frederick F. Reichheld, The Loyalty Effect, Harvard Business School Press, 1996
16. Frederick F. Reichheld, Jr. W. Earl Sasser, Zero Defections: Quality Comes to Services,Harvard Business School Press, January 14, 2002
17. Frederick W. Taylor, The Principles of Scientific Management, Harper & Row, 1913
18. Gregory Piatetsky-Shapiro, William J. Frawley, Knowledge Discovery in Databases, MIT Press, 1992
19. Harvey Thompson, The Customer-centered enterprises: How IBM and other world-class companies achieve extraordinary results by putting customers first, McGraw Hill, 2000
20. J. Juran, Managerial Breakthrough, McGraw-Hill, 1964
21. J. Juran, Juran on Leadership, Macmillan, 1989
22. Jiawei Han, Micheline Kamber, Data mining: concepts and techniques Academic Press, 2000
23. Jill Dyche, Jill Dyché, The CRM Handbook: A Business Guide to Customer Relationship Management, Addison-Wesley Pub Co, 2001
24. Joel Arthur Barker, Discovering the Future: The Business of Paradigms, St.Paul: ILl Press, 1988
25. John McKean, Information Masters: Secrets of the Customer Race, John Wiley & Sons, 1999
26. Kathleen Sindell, Loyalty Marketing for the Internet Age, Dearborn, 2000
27. Leonard L. Berry, A. Parasuraman, Marketing Services: Competing Through Quality, Free Press, 1991
28. Max Weber, The Theory of Social and Economic Organization, Free Press, New York, 1947
29. Merlin Stone, Nell Woodcock, Liz MacHtynger, Customer Relationship Marketing: Get to Know Your Customers and Win Their Loyalty (2nd edition), Kogan Page Ltd, 2000
30. Michael Hammer & James Champy, Reengineering the Corporation: a Manifesto for Business Revolution, Nicholas Barcley Publishing, 1993
31. Michael J. A. Berry, Gordon Linoff, Mastering Data Mining: the Art and Science of Customer Relationship Management, New York: Wiley Computer Pub., 2000
32. N. Gregory Mankiw, Principles of Economics, 机械工业出版社, 1998
33. Nader, Ralph, Unsafe at Any Speed: the Designed-in Dangers of the American Automobile, New York: Grossman, 1965
34. Olivia Parr Rud, Data Mining Cookbook: Modeling Data for Marketing, Risk and Customer Relationship Management, New York: Wiley, 2001
35. Paul Greenberg, CRM at the Speed of Light: Capturing and Keeping Customers in Internet Real Time, McGraw-Hill, 2001
36. P. Kotler, Kotler on Marketing, How to Create, Win and Dominate Markets, the Free Press, 1999
37. Peter Drueker, The Practice of Management, Harper & Row, London, 1954
38. Peter Drucker, Management: Tasks, Responsibilities, Practice, Harper & Row, New York,
1973
39. R. Cartwright & C. Baird, The Development and Growth of the Cruise Industry, Butterworth Heinemann, 1999
40. R. Cartwright & G. Green, In Charge of Customer Satisfaction, Blackwell, 1997
41. Regis McKenna, Real Time: Preparing for the age of the Never Satisfied Customer, Harvard Business School Press, 1997
42. Robert E. Wayland& Paul M. Cole, Customer Connections: New Strategies for Growth, Harvard Business School Press, 1997
43. Ronald Swift, Accelerating Customer Relationships, Prentice Hall, 2001
44. Roy A. Cook, Laura J. Yale, Joseph J. Marqua, Tourism: the Business of Travel, Prentice Hall, 1999
45. Sheila Payne, Delivering Customer Service: How to Win a Competitive Edge through Managing Customer Relationships Successfully, Grolier International Inc, 1997
46. Stuart Crainer, The Ultimate Business Guru Book: 50 Thinkers Who Made Management, Capstone Publishing Limited, 1998
47. T. Peters & R. Waterman, In Search of Excellence, Harper &Row, 1982
48. Thomas S. Kuhn, The Structure of Scientific Revolution, New York:New American Library, 1986
49. W. Edwards Demmg, Out of Crisis, Cambridge University Press, 1988
50. W. Schertler, Information and communications technologies in tourism, Wien: Sprmger-Verlag, 1994, 1996, 1999, 2000
1．旅游学刊1999．1-2002．4
2．旅游经济(人大复印资料)1999
3．旅游管理(人大复印资料)2000．1-2002．5
4．旅游科学，1997-2001
5．社会科学家，2000-2001
6．经济管理，2000-2001
7．南开管理评论，1999-2001
8．IT经理世界，2000-2001
9．中国旅游报，2000．1-2002．3
10．旅游时报，2001．1-2002．3
11．计算机世界报2000．1-2002．3
12．中国计算机报2000．1-2002．3
13．施卫东，知识经济与旅游产业发展，技术经济，2001．2
14．安辉，入世后的中国旅游业，财经问题研究，2001．2
15．杜江、李宏，RT的启示——兼论信息技术在旅行社中的应用，桂林旅游高等专科学校学报，1999．10
16．邹益民、韩晓燕，寻求我国饭店企业全球竞争致胜之路，商业经济与管理，2001．6
1. Annals of Tourism Research, 1999-2001
2. Journal of Travel Research, 1999-2001
3. M. Stone, N. Woodcock, M. Wilson, Managing the Change from Marketing Planning to Customer Relationship Management, Long Range Planning 29(5) 1996
4. B. Joseph Pine Ⅱ, Don Peppers and Martha Rogers, Do You Want to Keep Your Customers Forever? Harvard Business Review, 1995(March-April)
5. B. Joseph Pine Ⅱ and James H. Gilmore, The Four Faces of Mass Customization, Harvard Business School Press, 1997 (January-February)
6. B. Joseph Pine Ⅱ and James H. Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage, Harvard Business School Press, 1999
7. Don Peppers and Martha Rogers, Is Your Company Ready for One to One Marketing? Harvard Business Review, 1999(January-February)
8. Helen Pike, Restoring the Personal Touch, Computer World, July 30, 1990
9. J. F. Rockart, The Changing Role of the Information Systems Executive: a Critical Success Factors Perspective, Sloan Management Review, Fall 1982
10. J. F. Rockart, Current Uses of The Critical Success Factors Process, Proceedings of the Fourteenth Annual Conference of the Society for Information Management, September 1982
1．网站列举：
独立CRM网站
www.CRMForum.com
www.CRMcommunity.com
www.zdnet.com.cn
www.CRMGuru.com
www.CRMassist.com
www.eccs.uk.com
www.DestinationCRM.com
www.ctiforum.com
www.Searchcrm.com
www.AMA.org
旅游行业应用网站
中国期刊网
金旅雅途网
中国旅游网
赛迪网
中国客户关系管理网
海脉网络经济周刊
国研网
灵趣网
CRM厂商及咨询公司网站
www.KPMG.eorn
www.accenture.com
www.deloitte.com
www.pwcglobal.com
www.HP.com
www.IBM.corn
www.oracle.com
www.siebel.com
www.sap.com
www.NCR.com
2．中国旅游年鉴2001，中国旅游出版社，2001
3. Travel and Tourism: a Blueprint for Retaining Customers in the Travel Industry (Chordiant White Paper), Chordiant Software Inc.2000
4. Thomas Cook Global Services, Chordiant Software Inc.2001
5. The Catalyst CRM Methodology: an Overview, ECCS, 2001
6. Enhancing Customer Relations: the Secret of Sustaining Success, Global Groupware Solutions Pvt. Ltd. 2000
7. White Paper: Building Competitive Advantages through Customer Relationship Management (CRM), CGI Group, 2001
8. e-Everything: Technology-Enabled Customer Relationship Management, Corporate publication of Web Association, 1999