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Publication
Customer Relationship Management (CRM): a segmentação e a otimização das tarifas na cadeia Thon Hotels
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.93 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente relatório surge no âmbito da Unidade Curricular de Dissertação/Projeto/Estágio do 2º ano do Mestrado em Direção Hoteleira – Direção Comercial e Marketing e serve para a aprovação final de grau de Mestre. O tema escolhido foi “Customer Relationship Management (CRM) – segmentação e a otimização de tarifas na cadeia Thon Hotels”. O estágio que serviu de base para o relatório foi
realizado como Cluster Revenue Management Trainee na sede Benelux da cadeia hoteleira Thon Hotels.
Através de todos os conhecimentos e competências adquiridas ao longo do estágio e também através da realização de investigação, será então abordada a gestão da receita tendo como principais focos o cliente, o CRM, a segmentação do mercado e a definição e estabelecimento das tarifas. Aspira-se estudar a segmentação como um dos processos fundamentais no Revenue Management e investigar o seu impacto na tomada de decisão e na implementação de estratégias que levam à consequente maximização das
receitas.
É muito importante ressalvar que neste relatório será efetuada uma análise desta temática aplicada à realidade da cadeia hoteleira Thon Hotels, no âmbito da área económica de Benelux.
This report is part of the Dissertation / Project / Internship Course of the 2nd year of the Master's Degree in Hotel Management - Sales & Marketing Management and is part of the requirements for attaining Master degree. The theme chosen was "Customer Relationship Management (CRM) - segmentation and optimization of rates at Thon Hotels". The internship that served as the basis for the report was held at the Benelux headquarters of Thon Hotels, in the position of Cluster Revenue Management Trainee. Based on all the knowledge and skills acquired throughout the internship and also from the research carried out, we will address revenue management with customers, CRM, market segmentation and rates setting as the main focus. The aim is to study segmentation as one of the fundamental processes in Revenue Management and to investigate its impact on the decision making and the implementation of strategies that lead to the consequent maximization of revenues. It is important to note that this report will include an analysis of the Thon hotels chain within the Benelux economic area.
This report is part of the Dissertation / Project / Internship Course of the 2nd year of the Master's Degree in Hotel Management - Sales & Marketing Management and is part of the requirements for attaining Master degree. The theme chosen was "Customer Relationship Management (CRM) - segmentation and optimization of rates at Thon Hotels". The internship that served as the basis for the report was held at the Benelux headquarters of Thon Hotels, in the position of Cluster Revenue Management Trainee. Based on all the knowledge and skills acquired throughout the internship and also from the research carried out, we will address revenue management with customers, CRM, market segmentation and rates setting as the main focus. The aim is to study segmentation as one of the fundamental processes in Revenue Management and to investigate its impact on the decision making and the implementation of strategies that lead to the consequent maximization of revenues. It is important to note that this report will include an analysis of the Thon hotels chain within the Benelux economic area.
Description
Keywords
Revenue management Customer Relationship Management Segmentação Otimização de tarifas Maximização das receitas Segmentation Optimization Rates Maximize Revenue
Citation
Publisher
Instituto Politécnico do Porto. Escola Superior de Hotelaria e Turismo