客户关系管理具有理念性强、注重实际操作和运营、方法性和技术性强等特点。同程网是目前国内一流的旅游电子商务平台之一，也是我国唯一拥有B2B旅游企业间平台和B2C大众旅游平台的电子商务网站。针对同程网在客户关系管理中出现的网络营销互动平台需要进一步发展、操作流程过于繁杂、一线员工流动性较高，以及品牌效应不强等问题，同程网应采取开发联接景点与游客的互动平台，优化企业内部的操作流程，灵活设计一线员工管理制度和方法，提高品牌效应等优化措施，以促进企业更好地发展。%Customer relationship management has the characteristics of a strong concept, emphasis on practical operation, and strong methods and technicality. Tongcheng website is an e-commerce website, which is not only one of the domestic first-class travel e-com-merce platforms, and is the sole owner of B2B travel business platform and B2C mass tourism platform. Facing the problems in terms of weak network marketing interactive platform, complicated operating process, high front-line staff turnover and weak brand effect, the Tongcheng website should develop the interactive platform to connect attractions with tourist, optimize internal operating procedures, flexi-bly design management systems and methods of front-line employees and improve brand effect, so as to promote better development of en-terprises.
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