本文選題：客戶忠誠度 + 客戶關系管理�。� 參考：《東華大學》2017年碩士論文

【摘要】：AB公司主營業(yè)務是英語培訓,面對的客戶主體是個人。每年客戶有數萬人。所以降低單個客戶的交易成本對整體利潤的影響至關重要。客戶分為老客戶和新客戶,一個新客戶的交易成本約為老客戶的三倍。因此,建立科學的,長效的客戶忠誠度管理制度,提升老客戶的比重是AB公司一直探索的管理課題。教育行業(yè)由于其行業(yè)特征,客戶體驗尤其重要。其中不乏一些機構急功近利,缺乏客戶忠誠度管理意識,嚴重影響客戶體驗和行業(yè)形象。忠誠度管理的文獻多為宏觀的,概念性的。需要公司自身結合自身的實際情況加以靈活運用,才可以制定出切實可行的忠誠度管理方案。本文在借鑒了前人關于客戶忠誠度以及客戶關系管理的理論知識,結合AB公司客戶數據,找出影響客戶忠誠度的關鍵指標和權重,進而對公司的忠誠度管理提出切實可行的指導意見。通過AB公司的訂單數據,找出升級購買和重復購買的客戶群,作為研究對象,進一步研究該部分客戶的調查問卷數據。找出該部分客戶對公司的各個部分進行打分,包括產品,服務,教師等。進而找出客戶的滿意因素。對樣本學校的整體客戶的調查問卷分析,可以找出客戶的不滿意因素。根據回歸分析可以確定其不同的權重。從而提出有針對性的客戶忠誠度管理方案�；跀祿治龅慕Y果,從產品,服務,品牌,運營四個方面提出了有針對性的策略建議。如首先要建立以客戶為中心的價值觀,沒有這個作為前提,其他的任何策略都無法落實。另外,需要重視地區(qū)差異,西部城市對價格因素比較敏感,東部城市對服務比較敏感。針對不同的客戶群體需要有不同的管理策略。需要加強銷售階段的服務。設定客戶忠誠度評價體系。還有就是環(huán)境因素并不像很多企業(yè)想象的那么重要,從而投入大量的資源去打造學習中心。這也可能是行業(yè)內的認識誤區(qū)。本文主要借鑒了相關的忠誠度管理理論,針對AB公司的實際情況提出的管理方案,對AB公司的忠誠度管理水平有著積極的意義。另外,AB公司的一些情況也一定程度反映了行業(yè)的問題,因此本文提出的方案對英語培訓行業(yè)也具有一定的參考價值。
[Abstract]:AB company's main business is English training, facing the main customer is an individual. There are tens of thousands of clients every year. So it is very important to reduce the transaction cost of individual customer to the overall profit. Customers are divided into old and new customers, the transaction cost of a new customer is about three times that of the old customer. Therefore, the establishment of a scientific, long-term customer loyalty management system to enhance the proportion of old customers is a management issue that AB Company has been exploring. Customer experience is particularly important in the education industry because of its industry characteristics. Among them, some organizations are eager for quick success, lack of customer loyalty management consciousness, which seriously affect customer experience and industry image. The literature on loyalty management is mostly macro and conceptual. In order to work out a feasible loyalty management scheme, it is necessary for the company to use it flexibly in combination with its own actual situation. Based on the previous theoretical knowledge of customer loyalty and customer relationship management, combined with the customer data of AB Company, this paper finds out the key indexes and weights that affect customer loyalty. And then put forward practical guidance to the company's loyalty management. Through the order data of AB Company, we find out the customer groups of upgrade purchase and repeat purchase, as the research object, and further study the questionnaire data of this part of customers. Find out how customers rate all parts of the company, including products, services, teachers, etc. Then find out the customer satisfaction factors. The questionnaire analysis of the sample school's whole customer can find out the customer's dissatisfied factor. Different weights can be determined by regression analysis. Thus, a targeted customer loyalty management scheme is proposed. Based on the results of data analysis, this paper puts forward some suggestions from four aspects: product, service, brand and operation. Without this premise, no other strategy can be implemented without the establishment of customer-centric values in the first place. In addition, we need to pay attention to regional differences, western cities are more sensitive to price factors, eastern cities are more sensitive to services. Different management strategies are needed for different customer groups. Services need to be strengthened during the sales phase. Set up customer loyalty evaluation system. The other is that environmental factors are not as important as many companies think, and invest a lot of resources to build learning centers. This may also be a misunderstanding within the industry. This paper mainly draws lessons from the related loyalty management theory, and puts forward the management plan according to the actual situation of AB company, which has positive significance to the loyalty management level of AB company. In addition, some cases of AB company also reflect the problems of the industry to some extent, so the scheme proposed in this paper also has some reference value for the English training industry.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274

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本文編號：1978308