摘要:在人民生活水平不断提升的现代社会，人们不再只是满足于产品所带来的功效，更希望拥有良好的服务、舒适的感受等附加价值。旅游业作为新兴的服务产业，近几年拥有强大的发展势头，大大小小的旅游公司竞争激烈，为抢占有力的市场而进行的商业大战随之愈演愈烈。因此，作为服务行业核心的顾客管理备受关注，惟有提高顾客满意度并建立起企业的竞争优势，这样才能使得企业有绝对的市场占有率，在未来的发展中稳步前进。

　　　本文综述了国内外学者对顾客满意度的研究成果，概述了顾客满意的相关理论。通过调查法、比较分析法，以携程旅行网为例进行研究，对其顾客满意度现状分析探讨并发现问题，针对具体的问题提出提高顾客满意度的策略，进而增加公司市场份额，提高企业利润。

关键词 携程旅行网；顾客满意度；应对策略

Abstract:In modern society with people's living standards improving, they are no longer just satisfied with the efficacy of products, also hope to have the additional value, such as the good service, comfort feel and so on. As an emerging service industry, Tourism has the strong development momentum in recent years. All kinds of travel company compete fiercely, and to seize the powerful market commercial war. Therefore, customer management as the core of the service industry has got much concern, only to improve the customer satisfaction and establish the competitive advantage; the enterprise could have the absolute market share and make steady progress in the development of the future.

　　　This paper reviewed the research results of scholars at home and abroad on the degree of customer satisfaction, also summarizes the related theories of customer satisfaction. Through the survey method, comparative analysis method, taking the Ctrip was studied as an example, analyses its customer satisfaction status and find the problems. According to the specific problems to propose strategies, and then improve the customer satisfaction, so as to increase market share and the profit of enterprise.

Keywords  Ctrip; customer satisfaction; coping strategy