The result reveals that standardized software provides a higher return though there exist much customized demands in market ; governmental agencies as big clients contribute a lower return on sales and lower delivery rate because of their monopoly position ; regional business environment affects transaction costs greatly , causing a poor performance ; the performance is significantly influenced by incentive mechanism , not significantly by the cognitive of project managers 结果发现客户对定制化需求大,但对标准化软件却有更高的边际利润;政府机构是大客户,但其垄断地位,所带来的销售利润率和项目交付率并不高;地域商务环境影响交易成本,进而显著地影响了项目的业绩水平;项目业绩受项目经理激励程度和方式的影响,但与项目经理认知特征无显著关系。
The third chapter mainly discusses the operational mechanism which comprises customer data collecting , customer analyzing , custom - built service , customer retention and customer relationship resumption ; i . e . , how to construct the customer data warehouse , how to analyze the business value and the demand of customers , how to provide the individualized products and services to the customer , how to establish a stable relationship with customer , and if otherwise , how to regain the loyalty of the customers 其中,客户数据收集实质上就是建立客户数据仓库的过程;客户分析主要包括客户商业价值分析和客户需求分析;定制化服务就是在成功预测客户需求后向客户提供个性化的产品和服务的过程;客户保持主要就是探讨企业如何同客户建立长期稳定的客户关系;恢复客户关系则是探讨企业如何同已经流失的客户再次建立客户关系。
Results of data analysis support research finding that customer demands for hotel products and services are varied widely and that hotel product may be segmented according to market segmentation . based on an analysis of the current conditions of the hotel business and diversified customer demand for hotel products , the thesis brings forward that hotels should implement niche marketing strategy and take measures on customizing hotel product so as to help build up core competences for further development 实证研究中,本文首先通过调查、访谈和案例分析对定制化的发展方向有了一个客观的了解,通过顾客信息的统计分析,证明目前饭店业顾客需求多样化的论点,为观点的提出提供有力的市场论证支持,同时运用统计分析为饭店企业提供一个科学而有效的选择饭店利基市场的管理学方法。