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。 关键词：TQ 教育；客户关系管理；大数据营销iii LIST OF ABBREVIATIONS CL：Customer Loyalty CLC：Customer Life Cycle CLV：Customer Lifetime Value CRM：Customer Relationship Management CS：Consumer Satisfaction NPS：Net Promoter Scoreiv TABLE OF CONTENTS ABSTRACT.......................i 摘要.............................ii LIST OFABBREVIATIONS..........................iii TABLE OF CONTENTS.iv 目 录.............................vii LIST OF TABLES.............x 表 目 录......................xi LIST OF FIGURES.........xii 图 目 录....................xiii 1 Introduction....................1 1.1 Research Rationale..............................1 1.1.1 Optimization of Customer-to-Business Relationships............................2 1.1.2 Enterprise Internal Upgrades.....3 1.1.3 Customer Value Enhancement...3 1.1.4 Highlights of Market Advantage..............................4 1.2 Research Significance.........................4 1.3 Research Methods and Technical Roadmap.......................6 1.3.1 Research Methods.....................6 1.3.2 Technical Roadmap...................6 2 Literature Review...........8 2.1 Review on CRM...8 2.2 Review on CRM in Education Industry........................... 11 2.3 Review on Big Data Marketing.........12 2.4 Related Literature on Big Data Marketing and CRM......15 3 Case Description...........18 3.1 Profile of TQ Education....................18 3.2 Organizational Structure of TQ Education.......................19v 3.3 The Status Quo Of the Maintenance of Customer Relationship of TQ Education..................21 3.3.1 Process of customer relationship management...... 21 3.3.2 Current status of TQ’s customer data processing...26 4 CaseAnalysis............... 28 4.1Analysis of the Marketing Environment of TQ Education..............................28 4.1.1Analysis of Macro Environments...........................28 4.1.2 Status Quo of Education and Training Industry.....31 4.1.3Analysis of Existing Competitors...........................34 4.1.4Analysis of Potential Competitors..........................35 4.2 Customer Needs Analysis of TQ Education.....................36 4.2.1Analysis of Key Customer Group.......................... 38 4.2.2Analysis of Ordinary Customer Group...................42 4.2.3Analysis of Lost Customer Group..........................45 4.2.4Analysis of Potential Customer Group...................45 4.3Analysis of the Present Circumstances of Marketing of TQ...........................47 4.3.1Advertising..............................48 4.3.2After-sales Services.................49 4.3.3 Word-of-mouth Communication............................49 4.3.4 Portfolio Sales.........................50 4.4 Problems in TQ’sApplication of Big Data...................... 51 4.4.1 Over-independence of Big Data Collection on Other Platforms...........51 4.4.2 Under-estimated of the Importance of Big Data for Decision-making.52 4.4.3Artificially Delayed Real-time Nature of Big Data52 4.4.4 Unclear Entry Point of Big Data Application.........52 4.5 ProblemAnalysis of CRM of TQ Education Based on Big Data................... 53 4.5.1 Insufficient Use of the Big Data Information of Customers.................53 4.5.2 Failure to Establish Big Data Based CRM Strategies...........................53 4.5.3 Lack of Customer Segmentation Sales Model Based on the Applications of Big Data..................54vi 4.5.4 Lack of Enterprise-Independent Big Data Information Database System55 5 Discussion on Countermeasures of Big Data Based Customer Relationship ManagementManagement Based on Big Data..............................57 5.1 Set up a Customer Relationship Management Department Based on Big Data57 5.1.1 Implementation of the Process System of Customer Relationship Management by Combining Enterprise Culture..............57 5.1.2 Realization of Data Based Intelligent Feedback....65 5.1.3 Improvement of Data based DynamicAnalysis Mechanism................65 5.1.4 Implementation of Customer Relationship Marketing for Enterprise Brand Building..66 5.2 Establish and Improve the Big Data Customer Information Database........... 67 5.2.1 Collection of Customer Information......................67 5.2.2 Data screening of CRM...........69 5.2.3 Information Classification of Information Base.....71 5.3 Strengthen the Use and Protection of Big Data Information of Customers....72 6 Conclusion and Prospect.............................75 6.1 Conclusion..........75 6.2 Prospect..............76 REFERENCE..................77 APPENDICES.................80vii 目 录 ABSTRACT.......................i 摘要ii LIST OFABBREVIATIONS..........................iii TABLE OF CONTENTS.iv 目 录.............................vii LIST OF TABLES.............x 表 目 录......................xi LIST OF FIGURES.........xii 图 目 录....................xiii 1 绪论1 1.1 研究目的.............1 1.1.1 客户与企业关系的优化..........2 1.1.2 企业内部的升级......................3 1.1.3 客户价值的提升......................3 1.1.4 市场优势的凸显......................4 1.2 研究意义.............4 1.3 研究方法与技术路线........................6 1.3.1 研究方法...6 1.3.2 技术路线...6 2 文献综述.......................8 2.1 客户关系管理作用的相关文献........8 2.2 教育行业客户关系管理的相关文献.............................11 2.3 大数据营销的相关文献..................12 2.4 大数据营销与客户关系管理的相关文献.....................15 3 案例描述.....................18 3.1 TQ 教育简介......18 3.2 TQ 教育的组织架构.........................19viii 3.3 TQ 教育客户关系维护的现状.........21 3.3.1 客户关系管理的流程............21 3.3.2 TQ 客户数据处理现状...........26 4 案例分析.....................28 4.1 TQ 教育环境分析.............................28 4.1.1 宏观环境 PEST 分析.............28 4.1.2 教育培训行业现状分析........31 4.1.3 现有同行的分析....................34 4.1.4 潜在竞争对手分析................35 4.2 TQ 教育的客户需求分析.................36 4.2.1 关键客户群体的分析............38 4.2.2 普通客户群体的分析............42 4.2.3 流失客户群体的分析............45 4.2.4 潜力客户群体的分析............45 4.3 TQ 教育营销现状分析.....................47 4.3.1 媒体广告投入情况................48 4.3.2 售后服务情况........................49 4.3.3 口碑传播情况........................49 4.3.4 产品组合销售情况................50 4.4 TQ 教育大数据应用存在的问题.....51 4.4.1 大数据搜集过于依赖其他平台...........................51 4.4.2 大数据对于决策的重要性未被重视...................52 4.4.3 大数据的实时性被人为延误52 4.4.4 大数据应用的切入点不明确52 4.5 TQ 教育基于大数据的客户关系管理问题分析............53 4.5.1 未充分利用客户的大数据信息...........................53 4.5.2 尚未建立基于大数据的客户关系管理策略.......53 4.5.3 缺乏基于大数据应用的客户细分销售模式.......54 4.5.4 欠缺企业独立的大数据信息库系统...................55ix 5 TQ 教育基于大数据的客户关系管理对策探讨...................57 5.1 设立基于大数据的客户关系管理部门..........................57 5.1.1 结合企业文化实现客户关系管理的流程制度...57 5.1.2 实现基于数据的智能化反馈65 5.1.3 完善基于数据的动态分析机制...........................65 5.1.4 实施企业品牌建设的客户关系营销...................66 5.2 建立健全大数据客户信息库..........67 5.2.1 客户信息的收集....................67 5.2.2 客户关系管理的数据筛选....69 5.2.3 信息库的信息分类................71 5.3 加强客户大数据信息的使用与保护.............................72 6 结论与展望.................75 6.1 结论...................75 6.2 展望...................76。。。。。。以下内容略