网络时代的来临，旅行者可以选择的空间越来越大，旅行社之间的竞争更加 激烈。旅游产品同质化严重,因此各个旅行社之间往往会采取低价竞争的方式来 争夺客户资源，客户资源一旦争夺过来，如何赢得客户的信任，从而提高客户的 忠诚度便成了旅行社的研究方向。VIP 会员是为企业贡献大部分利润的群体，其 忠诚度的提高对企业利润率的提升有着较为积极的影响。 本文通过研究相关的国内外文献得出客户忠诚度的影响因素，以在山东旅游 市场有较大影响力的嘉华国旅为研究对象，理论联系实际，设计出可能会影响该 公司 VIP 会员客户忠诚度的相应问题，利用网络平台问卷星的方式收集问卷，用 矩阵平均分的方法来归纳得分较低的影响会员忠诚度的相应问题。针对这些问 题，结合相应的理论基础，提出改善影响 VIP 会员忠诚度的企业现存问题的策略。 通过对 VIP 会员的抽样调查得出，1.从客户感知方面得出，旅游产品性价比 较低，服务的便利程度有待改善；2.从客户满意度方面得出，产品创新不及时， 服务人员的服务质量有待提高，会员积分兑换制度有待提升；3.从转换成本可以 看出，客户的转换成本较低；4.从信任关系可以得出，嘉华国旅在 VIP 客户中的 地位有待提升。 基于现存问题及实证分析，应从以下几个方面进行改善，1.提高产品性价比， 增加产品多样性；2.加大服务便利性，提高服务质量，增加惊喜化服务；3.重视 会员识别和会员维护工作，增加会员相应权益；4.加强员工培训，增加员工收入 等保障性措施以提高 VIP 会员忠诚度，为企业争取更大的市场占有率，提高企业 利润。 关键词，旅行社；旅游产品；VIP会员；客户忠诚度II Abstract With the advent of the Internet age, the travelers can choose bigger space ,so competition is becoming more intense. There is a serious homogenization of tourism products , so the competition among travel agencies tends to compete for customers' resources in a low price way. How to win customers' trust and improve customer loyalty has become the research direction of travel agencies. VIP membership customers as a group contribute most of the profits to enterprises, their loyalty has a positive impact on the improvement of corporate profitability. By studying relevant domestic and foreign literature, this paper draws the influence factors of customer loyalty, and chooses the Jiahua national industry which has great influence in the Shandong tourism market as the research object, and designs the corresponding questions that may affect the loyalty of the VIP members of the company, and uses the network platform questionnaire. Questionnaires and matrix averages were used to generalize the lower scores affecting the loyalty of members. In view of these problems,the paper combined with the corresponding theoretical basis, the existing problems of improving the loyalty of VIP members are put forward. Through the sample survey of VIP members: 1.from the aspect of customer perception, it is concluded that the price of tourism products is relatively low, and the convenience of service needs to be improved; 2.from the aspect of customer satisfaction, product innovation is not timely, service quality of service staff needs to be improved, and membership points exchange system needs to be improved; 3.conversion. It can be seen that the conversion cost of customers is low; 4.From the trust relationship, we can conclude that the status of Jiahua International Travel in VIP customers needs to be improved. Based on the existing problems and empirical analysis, we should: 1.improve product cost performance ratio and increase product diversity; 2.increase service convenience, improve service quality and increase surprise service; 3.attach importance to membership identification and membership maintenance, increase the corresponding rights and interests of members; 4.strengthen staff training and increase employee income. Entry safeguard measures to improve the loyalty of VIP members and improve corporate profits. Keywords: travel agencies; tourism products; VIP membership customers; the loyalty of customersIV 目 录 摘要...............................................................I Abstract...........................................................II 1 绪论..............................................................1 1.1 选题背景 ....................................................1 1.2 研究意义 ....................................................1 1.2.1 理论意义...............................................1 1.2.2 实践意义...............................................2 1.3 国内外研究综述 ..............................................3 1.3.1 国外研究综述...........................................3 1.3.2 国内研究综述...........................................4 1.3.3 研究评述...............................................6 1.4 研究内容和研究框架 ..........................................7 1.4.1 研究内容...............................................7 1.4.2 研究框架...............................................8 1.5 研究方法 ....................................................8 1.5.1 定性分析法.............................................8 1.5.2 定量分析法.............................................9 1.6 创新之处 ....................................................9 2 研究的理论基础...................................................10 2.1 客户关系管理相关理论 .......................................10 2.1.1 客户关系管理相关概念..................................10 2.1.2 客户关系管理内容......................................10 2.2 客户忠诚相关理论 ...........................................13 2.2.1 客户忠诚度相关概念....................................13 2.2.2 客户忠诚度的衡量标准..................................13 2.2.3 客户忠诚度影响因素....................................14 2.3 服务利润链理论 .............................................16 2.3.1 服务利润链来源........................................16 2.3.2 服务利润链理论要点....................................17 3.1 嘉华国旅概况及 VIP 会员关系管理现状 .........................18 3.1.1 嘉华国旅概况..........................................18 3.1.2 嘉华国旅 VIP 会员关系管理现状..........................19 3.2 嘉华国旅 VIP 会员忠诚度影响因素的问卷设计与实施 .............21V 3.2.1 调查问卷内容的设计与调研方法..........................21 3.2.2 基于 VIP 会员忠诚度影响因素的问卷设计流程..............22 3.2.3 调查问卷的实施........................................24 3.3 嘉华国旅 VIP 会员忠诚度现存问题 .............................25 3.3.1 VIP 会员感知价值方面现存问题 ..........................26 3.3.2 VIP 会员满意度方面现存问题 ............................27 3.3.3 VIP 会员转换成本方面现存问题 ..........................28 3.3.4 VIP 会员信任关系方面现存问题 ..........................29 4 嘉华国旅 VIP 会员忠诚度提升策略...................................31 4.1 VIP 会员感知价值提升策略....................................31 4.1.1 提高客户服务便利性....................................31 4.1.2 明确产品定价策略......................................32 4.1.3 增加惊喜化服务........................................33 4.2 VIP 会员满意度提升策略......................................34 4.2.1 增加产品多样性........................................34 4.2.2 提升服务质量..........................................35 4.2.3 积分制度的改进........................................36 4.3 VIP 会员转换成本提升策略....................................38 4.3.1 增加销售人员与客户黏性................................38 4.3.2 提高产品性价比........................................39 4.4 VIP 会员信任关系提升策略....................................40 4.4.1 提高产品与服务的可靠性................................40 4.4.2 扩大品牌影响力........................................40 5 VIP 会员忠诚度提升的保障措施 .....................................42 5.1 改善激励机制 ...............................................42 5.2 加大培训力度 ...............................................43 5.3 强化企业文化的建设 .........................................44 6 结论与展望.......................................................45 6.1 研究结论 ...................................................45 6.2 研究的不足及未来研究方向 ...................................45