TQ教育基于大数据的客户关系管理研究
发布时间：2022-07-02 11:00
TQ教育作为近年考研培训机构中发展迅速且逐年向好的企业,其所身处的市场环境机遇和企业内部的客户关系管理机制需进行调整和规划。考研培训的需求不断扩大,而在行业内还未有一家独大的情况下,客户关系管理会是竞争手段最有效的策略。本文以大数据营销为视角,结合TQ教育的行业状况和竞争优劣势,分析得出基于大数据的客户关系管理的必要性,并有针对性地提出相关对策建议。首先,论述相关的文献基础和研究应用现状,结合本文的研究对象给出解决问题对策的方向。再者,通过企业内部和外部的相关访谈和调查,以及市场环境和企业现今使用大数据的情况,综合分析现今企业所面临的客户关系管理的主要迫切问题。最后,针对教育行业中需要解决的客户关系管理的问题,利用大数据的手段使得企业的客户关系管理程序化、智能化、便捷化。本文的结论是为了达到企业提高营销效率的目的,客户关系的维护和管理都是为达到客户消费行为与企业的营销能相互影响,相互作用。客户关系管理的部门设立和大数据在其中应用的流程规范和使用保护,能为同行企业提供一定的借鉴作用,也能为行业的发展起到一定的推动。
【文章页数】：98 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENT
ABSTRACT
摘要
LIST OF ABBREVIATIONS
1 Introduction
1.1 Research Rationale
1.1.1 Optimization of Customer-to-Business Relationships
1.1.2 Enterprise Internal Upgrades
1.1.3 Customer Value Enhancement
1.1.4 Highlights of Market Advantage
1.2 Research Significance
1.3 Research Methods and Technical Roadmap
1.3.1 Research Methods
1.3.2 Technical Roadmap
2 Literature Review
2.1 Review on CRM
2.2 Review on CRM in Education Industry
2.3 Review on Big Data Marketing
2.4 Related Literature on Big Data Marketing and CRM
3 Case Description
3.1 Profile of TQ Education
3.2 Organizational Structure of TQ Education
3.3 The Status Quo Of the Maintenance of Customer Relationship of TQEducation
3.3.1 Process of customer relationship management
3.3.2 Current status of TQ’s customer data processing
4 Case Analysis
4.1 Analysis of the Marketing Environment of TQ Education
4.1.1 Analysis of Macro Environments
4.1.2 Status Quo of Education and Training Industry
4.1.3 Analysis of Existing Competitors
4.1.4 Analysis of Potential Competitors
4.2 Customer Needs Analysis of TQ Education
4.2.1 Analysis of Key Customer Group
4.2.2 Analysis of Ordinary Customer Group
4.2.3 Analysis of Lost Customer Group
4.2.4 Analysis of Potential Customer Group
4.3 Analysis of the Present Circumstances of Marketing of TQ
4.3.1 Advertising
4.3.2 After-sales Services
4.3.3 Word-of-mouth Communication
4.3.4 Portfolio Sales
4.4 Problems in TQ’s Application of Big Data
4.4.1 Over-independence of Big Data Collection on Other Platforms
4.4.2 Under-estimated of the Importance of Big Data for Decision-making
4.4.3 Artificially Delayed Real-time Nature of Big Data
4.4.4 Unclear Entry Point of Big Data Application
4.5 Problem Analysis of CRM of TQ Education Based on Big Data
4.5.1 Insufficient Use of the Big Data Information of Customers
4.5.2 Failure to Establish Big Data Based CRM Strategies
4.5.3 Lack of Customer Segmentation Sales Model Based on the Applications of Big Data
4.5.4 Lack of Enterprise-Independent Big Data Information Database System
5 Discussion on Countermeasures of Big Data Based Customer Relationship Management
5.1 Set up a Customer Relationship Management Department Based on Big Data
5.1.1 Implementation of the Process System of Customer RelationshipManagement by Combining Enterprise Culture
5.1.2 Realization of Data Based Intelligent Feedback
5.1.3 Improvement of Data based Dynamic Analysis Mechanism
5.1.4 Implementation of Customer Relationship Marketing for EnterpriseBrand Building
5.2 Establish and Improve the Big Data Customer Information Database
5.2.1 Collection of Customer Information
5.2.2 Data screening of CRM
5.2.3 Information Classification of Information Base
5.3 Strengthen the Use and Protection of Big Data Information of Customers
6 Conclusion and Prospect
6.1 Conclusion
6.2 Prospect
REFERENCE
APPENDICES
【参考文献】：
期刊论文
[1]大数据精准营销策略对企业的影响[J]. 刘文娟,陈倩丽. 现代营销(下旬刊). 2019(12)
[2]探讨大数据营销的切入点[J]. 王佳. 现代营销(信息版). 2019(11)
[3]大数据与4C营销理论共鸣的特点及应用研究[J]. 李杰,苏雪颖,马英男. 中国市场. 2019(29)
[4]基于客户价值分析的银行客户关系管理策略研究[J]. 郭琳. 纳税. 2019(27)
[5]客户关系管理在企业市场营销中的价值思考[J]. 葛兰. 现代营销(下旬刊). 2019(07)
[6]大数据时代个人信息保护与企业使用边界探析[J]. 刘璐. 长沙理工大学学报(社会科学版). 2019(04)
[7]大数据背景下企业客户关系管理研究[J]. 周敏,许菱. 经营与管理. 2019(07)
[8]浅谈大数据在市场营销中的应用[J]. 金佑炯,李浩波,滕韦伊. 吉林广播电视大学学报. 2019(06)
[9]探讨如何有效构建教育培训机构内控体系[J]. 张煜宇. 中外企业家. 2019(12)
[10]客户关系管理在企业市场营销中的作用研究[J]. 田辰,时程,彭岩,胡耀江. 中外企业家. 2019(12)
硕士论文
[1]数据挖掘技术在客户关系管理（CRM）中的应用研究[D]. 琚会婧.华北理工大学 2019
[2]优加教育培训机构客户关系管理策略研究[D]. 王静.兰州大学 2019
[3]大数据时代消费者个人信息保护法律问题研究[D]. 牟雅君.广西大学 2019
[4]W教育培训机构的商业模式研究[D]. 王娟娟.北京工业大学 2019
[5]大数据时代下教育培训机构精准营销策略研究[D]. 朱潇放.北京交通大学 2019
[6]客户关系生命周期、客户集中度与IPO抑价[D]. 杨凤勤.河南财经政法大学 2019
[7]ML公司客户关系管理优化策略研究[D]. 蔡晨瑛.上海外国语大学 2019
[8]泰祺教育竞争战略的研究[D]. 王芳.山东大学 2018
[9]A在线教育公司客户关系管理优化研究[D]. 白迎新.山西大学 2018
[10]C在线教育平台昆明分校CRM系统的设计和实施研究[D]. 龚馨.云南大学 2017
本文编号：3654246
【文章页数】：98 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENT
ABSTRACT
摘要
LIST OF ABBREVIATIONS
1 Introduction
1.1 Research Rationale
1.1.1 Optimization of Customer-to-Business Relationships
1.1.2 Enterprise Internal Upgrades
1.1.3 Customer Value Enhancement
1.1.4 Highlights of Market Advantage
1.2 Research Significance
1.3 Research Methods and Technical Roadmap
1.3.1 Research Methods
1.3.2 Technical Roadmap
2 Literature Review
2.1 Review on CRM
2.2 Review on CRM in Education Industry
2.3 Review on Big Data Marketing
2.4 Related Literature on Big Data Marketing and CRM
3 Case Description
3.1 Profile of TQ Education
3.2 Organizational Structure of TQ Education
3.3 The Status Quo Of the Maintenance of Customer Relationship of TQEducation
3.3.1 Process of customer relationship management
3.3.2 Current status of TQ’s customer data processing
4 Case Analysis
4.1 Analysis of the Marketing Environment of TQ Education
4.1.1 Analysis of Macro Environments
4.1.2 Status Quo of Education and Training Industry
4.1.3 Analysis of Existing Competitors
4.1.4 Analysis of Potential Competitors
4.2 Customer Needs Analysis of TQ Education
4.2.1 Analysis of Key Customer Group
4.2.2 Analysis of Ordinary Customer Group
4.2.3 Analysis of Lost Customer Group
4.2.4 Analysis of Potential Customer Group
4.3 Analysis of the Present Circumstances of Marketing of TQ
4.3.1 Advertising
4.3.2 After-sales Services
4.3.3 Word-of-mouth Communication
4.3.4 Portfolio Sales
4.4 Problems in TQ’s Application of Big Data
4.4.1 Over-independence of Big Data Collection on Other Platforms
4.4.2 Under-estimated of the Importance of Big Data for Decision-making
4.4.3 Artificially Delayed Real-time Nature of Big Data
4.4.4 Unclear Entry Point of Big Data Application
4.5 Problem Analysis of CRM of TQ Education Based on Big Data
4.5.1 Insufficient Use of the Big Data Information of Customers
4.5.2 Failure to Establish Big Data Based CRM Strategies
4.5.3 Lack of Customer Segmentation Sales Model Based on the Applications of Big Data
4.5.4 Lack of Enterprise-Independent Big Data Information Database System
5 Discussion on Countermeasures of Big Data Based Customer Relationship Management
5.1 Set up a Customer Relationship Management Department Based on Big Data
5.1.1 Implementation of the Process System of Customer RelationshipManagement by Combining Enterprise Culture
5.1.2 Realization of Data Based Intelligent Feedback
5.1.3 Improvement of Data based Dynamic Analysis Mechanism
5.1.4 Implementation of Customer Relationship Marketing for EnterpriseBrand Building
5.2 Establish and Improve the Big Data Customer Information Database
5.2.1 Collection of Customer Information
5.2.2 Data screening of CRM
5.2.3 Information Classification of Information Base
5.3 Strengthen the Use and Protection of Big Data Information of Customers
6 Conclusion and Prospect
6.1 Conclusion
6.2 Prospect
REFERENCE
APPENDICES
【参考文献】：
期刊论文
[1]大数据精准营销策略对企业的影响[J]. 刘文娟,陈倩丽. 现代营销(下旬刊). 2019(12)
[2]探讨大数据营销的切入点[J]. 王佳. 现代营销(信息版). 2019(11)
[3]大数据与4C营销理论共鸣的特点及应用研究[J]. 李杰,苏雪颖,马英男. 中国市场. 2019(29)
[4]基于客户价值分析的银行客户关系管理策略研究[J]. 郭琳. 纳税. 2019(27)
[5]客户关系管理在企业市场营销中的价值思考[J]. 葛兰. 现代营销(下旬刊). 2019(07)
[6]大数据时代个人信息保护与企业使用边界探析[J]. 刘璐. 长沙理工大学学报(社会科学版). 2019(04)
[7]大数据背景下企业客户关系管理研究[J]. 周敏,许菱. 经营与管理. 2019(07)
[8]浅谈大数据在市场营销中的应用[J]. 金佑炯,李浩波,滕韦伊. 吉林广播电视大学学报. 2019(06)
[9]探讨如何有效构建教育培训机构内控体系[J]. 张煜宇. 中外企业家. 2019(12)
[10]客户关系管理在企业市场营销中的作用研究[J]. 田辰,时程,彭岩,胡耀江. 中外企业家. 2019(12)
硕士论文
[1]数据挖掘技术在客户关系管理（CRM）中的应用研究[D]. 琚会婧.华北理工大学 2019
[2]优加教育培训机构客户关系管理策略研究[D]. 王静.兰州大学 2019
[3]大数据时代消费者个人信息保护法律问题研究[D]. 牟雅君.广西大学 2019
[4]W教育培训机构的商业模式研究[D]. 王娟娟.北京工业大学 2019
[5]大数据时代下教育培训机构精准营销策略研究[D]. 朱潇放.北京交通大学 2019
[6]客户关系生命周期、客户集中度与IPO抑价[D]. 杨凤勤.河南财经政法大学 2019
[7]ML公司客户关系管理优化策略研究[D]. 蔡晨瑛.上海外国语大学 2019
[8]泰祺教育竞争战略的研究[D]. 王芳.山东大学 2018
[9]A在线教育公司客户关系管理优化研究[D]. 白迎新.山西大学 2018
[10]C在线教育平台昆明分校CRM系统的设计和实施研究[D]. 龚馨.云南大学 2017
本文编号：3654246
本文链接：https://www.wllwen.com/shoufeilunwen/shuoshibiyelunwen/3654246.html
