TQ教育基于大數(shù)據(jù)的客戶關(guān)系管理研究
發(fā)布時間：2022-07-02 11:00
TQ教育作為近年考研培訓(xùn)機(jī)構(gòu)中發(fā)展迅速且逐年向好的企業(yè),其所身處的市場環(huán)境機(jī)遇和企業(yè)內(nèi)部的客戶關(guān)系管理機(jī)制需進(jìn)行調(diào)整和規(guī)劃�？佳信嘤�(xùn)的需求不斷擴(kuò)大,而在行業(yè)內(nèi)還未有一家獨(dú)大的情況下,客戶關(guān)系管理會是競爭手段最有效的策略。本文以大數(shù)據(jù)營銷為視角,結(jié)合TQ教育的行業(yè)狀況和競爭優(yōu)劣勢,分析得出基于大數(shù)據(jù)的客戶關(guān)系管理的必要性,并有針對性地提出相關(guān)對策建議。首先,論述相關(guān)的文獻(xiàn)基礎(chǔ)和研究應(yīng)用現(xiàn)狀,結(jié)合本文的研究對象給出解決問題對策的方向。再者,通過企業(yè)內(nèi)部和外部的相關(guān)訪談和調(diào)查,以及市場環(huán)境和企業(yè)現(xiàn)今使用大數(shù)據(jù)的情況,綜合分析現(xiàn)今企業(yè)所面臨的客戶關(guān)系管理的主要迫切問題。最后,針對教育行業(yè)中需要解決的客戶關(guān)系管理的問題,利用大數(shù)據(jù)的手段使得企業(yè)的客戶關(guān)系管理程序化、智能化、便捷化。本文的結(jié)論是為了達(dá)到企業(yè)提高營銷效率的目的,客戶關(guān)系的維護(hù)和管理都是為達(dá)到客戶消費(fèi)行為與企業(yè)的營銷能相互影響,相互作用�？蛻絷P(guān)系管理的部門設(shè)立和大數(shù)據(jù)在其中應(yīng)用的流程規(guī)范和使用保護(hù),能為同行企業(yè)提供一定的借鑒作用,也能為行業(yè)的發(fā)展起到一定的推動。
【文章頁數(shù)】：98 頁
【學(xué)位級別】：碩士
【文章目錄】：
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
【參考文獻(xiàn)】：
期刊論文
[1]大數(shù)據(jù)精準(zhǔn)營銷策略對企業(yè)的影響[J]. 劉文娟,陳倩麗. 現(xiàn)代營銷(下旬刊). 2019(12)
[2]探討大數(shù)據(jù)營銷的切入點(diǎn)[J]. 王佳. 現(xiàn)代營銷(信息版). 2019(11)
[3]大數(shù)據(jù)與4C營銷理論共鳴的特點(diǎn)及應(yīng)用研究[J]. 李杰,蘇雪穎,馬英男. 中國市場. 2019(29)
[4]基于客戶價值分析的銀行客戶關(guān)系管理策略研究[J]. 郭琳. 納稅. 2019(27)
[5]客戶關(guān)系管理在企業(yè)市場營銷中的價值思考[J]. 葛蘭. 現(xiàn)代營銷(下旬刊). 2019(07)
[6]大數(shù)據(jù)時代個人信息保護(hù)與企業(yè)使用邊界探析[J]. 劉璐. 長沙理工大學(xué)學(xué)報(社會科學(xué)版). 2019(04)
[7]大數(shù)據(jù)背景下企業(yè)客戶關(guān)系管理研究[J]. 周敏,許菱. 經(jīng)營與管理. 2019(07)
[8]淺談大數(shù)據(jù)在市場營銷中的應(yīng)用[J]. 金佑炯,李浩波,滕韋伊. 吉林廣播電視大學(xué)學(xué)報. 2019(06)
[9]探討如何有效構(gòu)建教育培訓(xùn)機(jī)構(gòu)內(nèi)控體系[J]. 張煜宇. 中外企業(yè)家. 2019(12)
[10]客戶關(guān)系管理在企業(yè)市場營銷中的作用研究[J]. 田辰,時程,彭巖,胡耀江. 中外企業(yè)家. 2019(12)
碩士論文
[1]數(shù)據(jù)挖掘技術(shù)在客戶關(guān)系管理（CRM）中的應(yīng)用研究[D]. 琚會婧.華北理工大學(xué) 2019
[2]優(yōu)加教育培訓(xùn)機(jī)構(gòu)客戶關(guān)系管理策略研究[D]. 王靜.蘭州大學(xué) 2019
[3]大數(shù)據(jù)時代消費(fèi)者個人信息保護(hù)法律問題研究[D]. 牟雅君.廣西大學(xué) 2019
[4]W教育培訓(xùn)機(jī)構(gòu)的商業(yè)模式研究[D]. 王娟娟.北京工業(yè)大學(xué) 2019
[5]大數(shù)據(jù)時代下教育培訓(xùn)機(jī)構(gòu)精準(zhǔn)營銷策略研究[D]. 朱瀟放.北京交通大學(xué) 2019
[6]客戶關(guān)系生命周期、客戶集中度與IPO抑價[D]. 楊鳳勤.河南財經(jīng)政法大學(xué) 2019
[7]ML公司客戶關(guān)系管理優(yōu)化策略研究[D]. 蔡晨瑛.上海外國語大學(xué) 2019
[8]泰祺教育競爭戰(zhàn)略的研究[D]. 王芳.山東大學(xué) 2018
[9]A在線教育公司客戶關(guān)系管理優(yōu)化研究[D]. 白迎新.山西大學(xué) 2018
[10]C在線教育平臺昆明分校CRM系統(tǒng)的設(shè)計和實(shí)施研究[D]. 龔馨.云南大學(xué) 2017
本文編號：3654246
【文章頁數(shù)】：98 頁
【學(xué)位級別】：碩士
【文章目錄】：
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
【參考文獻(xiàn)】：
期刊論文
[1]大數(shù)據(jù)精準(zhǔn)營銷策略對企業(yè)的影響[J]. 劉文娟,陳倩麗. 現(xiàn)代營銷(下旬刊). 2019(12)
[2]探討大數(shù)據(jù)營銷的切入點(diǎn)[J]. 王佳. 現(xiàn)代營銷(信息版). 2019(11)
[3]大數(shù)據(jù)與4C營銷理論共鳴的特點(diǎn)及應(yīng)用研究[J]. 李杰,蘇雪穎,馬英男. 中國市場. 2019(29)
[4]基于客戶價值分析的銀行客戶關(guān)系管理策略研究[J]. 郭琳. 納稅. 2019(27)
[5]客戶關(guān)系管理在企業(yè)市場營銷中的價值思考[J]. 葛蘭. 現(xiàn)代營銷(下旬刊). 2019(07)
[6]大數(shù)據(jù)時代個人信息保護(hù)與企業(yè)使用邊界探析[J]. 劉璐. 長沙理工大學(xué)學(xué)報(社會科學(xué)版). 2019(04)
[7]大數(shù)據(jù)背景下企業(yè)客戶關(guān)系管理研究[J]. 周敏,許菱. 經(jīng)營與管理. 2019(07)
[8]淺談大數(shù)據(jù)在市場營銷中的應(yīng)用[J]. 金佑炯,李浩波,滕韋伊. 吉林廣播電視大學(xué)學(xué)報. 2019(06)
[9]探討如何有效構(gòu)建教育培訓(xùn)機(jī)構(gòu)內(nèi)控體系[J]. 張煜宇. 中外企業(yè)家. 2019(12)
[10]客戶關(guān)系管理在企業(yè)市場營銷中的作用研究[J]. 田辰,時程,彭巖,胡耀江. 中外企業(yè)家. 2019(12)
碩士論文
[1]數(shù)據(jù)挖掘技術(shù)在客戶關(guān)系管理（CRM）中的應(yīng)用研究[D]. 琚會婧.華北理工大學(xué) 2019
[2]優(yōu)加教育培訓(xùn)機(jī)構(gòu)客戶關(guān)系管理策略研究[D]. 王靜.蘭州大學(xué) 2019
[3]大數(shù)據(jù)時代消費(fèi)者個人信息保護(hù)法律問題研究[D]. 牟雅君.廣西大學(xué) 2019
[4]W教育培訓(xùn)機(jī)構(gòu)的商業(yè)模式研究[D]. 王娟娟.北京工業(yè)大學(xué) 2019
[5]大數(shù)據(jù)時代下教育培訓(xùn)機(jī)構(gòu)精準(zhǔn)營銷策略研究[D]. 朱瀟放.北京交通大學(xué) 2019
[6]客戶關(guān)系生命周期、客戶集中度與IPO抑價[D]. 楊鳳勤.河南財經(jīng)政法大學(xué) 2019
[7]ML公司客戶關(guān)系管理優(yōu)化策略研究[D]. 蔡晨瑛.上海外國語大學(xué) 2019
[8]泰祺教育競爭戰(zhàn)略的研究[D]. 王芳.山東大學(xué) 2018
[9]A在線教育公司客戶關(guān)系管理優(yōu)化研究[D]. 白迎新.山西大學(xué) 2018
[10]C在線教育平臺昆明分校CRM系統(tǒng)的設(shè)計和實(shí)施研究[D]. 龔馨.云南大學(xué) 2017
本文編號：3654246
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