自 2015 年起，全民重教、资本重视等因素推进了教育产业的发展，促进教 育产业不断扩张，促使培训市场异常火爆。但是，2017 年至今，随着国家教育 政策的调整、培训市场竞争的加剧等外部经营环境变化，导致传统的教学、服务、 营销模式进入考验和挑战。由于客户关系管理具备成本低，执行易，营销效果好 的特点，从根本上提升了企业的核心竞争力，成为各个培训机构改善内部管理， 提升企业利润增长的策略与方法。 优加教育培训机构是一所以中考学科培训为主要业务的培训机构，优加成立 于 2012 年，初期凭借优质的教学质量在办学区域内取得一定成绩。然而，随着 企业的成长及规模的扩大，内部客户关系管理的滞后导致了客户满意度和忠诚度 降低，学员流失严重，企业利润降低的经营现状。 本文在阐述客户关系管理相关理论的基础上，将优加教育培训机构作为研究 对象，首先，采用系统的理论知识对教育培训行业及客户、客户关系做了全面的 分析，通过PEST分析工具对优加的宏观营销环境做了环境因素分析，通过SWOT 分析工具对优加的微观环境进行分析；其次，本文根据客户生命周期等相关理论 将客户分类为潜力客户、普通客户、关键客户和流失客户，运用文献研究、问卷 调查和访谈调查等实证研究方法，针对每类客户的需求及特点进行调查研究；最 后，本文提出了完善优加教育培训机构分类客户关系管理的具体策略和实施方 法。 本文通过研究相关理论，分析企业的实际问题，给出了完整的改进建议，期 望能够推动客户关系管理在企业的全面实施，有效提高优加教育培训机构的客户 关系管理理论水平及应用效果，提升该企业的客户满意度和忠诚度，促进企业的 长远发展。 关键词：教育培训机构；客户关系管理；客户生命周期；客户分类Ⅱ CUSTOMER RELATIONSHIP MANAGEMENT STRATEGY ABOUT YOU JIA EDUCATION TRAINING INSTITUTION Abstract Since 2015, the promotion of capital have promoted the development of the education industry, caused the continuous expansion of the education industry, and formed the training market to be extremely hot. However, from 2017 to the present, with the adjustment of the national education policy and the intensification of competition in the training market, the traditional teaching service and marketing models have faced challenge. Because customer relationship management has the characteristics of low cost, easy execution, and good marketing effect, it fundamentally enhances the core competitiveness of the company and becomes a strategy for training institution to improve internal management and corporate profit growth. You Jia Education Training Institution School is a training school which focused the senior high school entrance examination. You Jia was established in 2012. At the beginning, it attracted many customers with the excellent teaching quality. However, with the growth of the company and the expansion of its scale, the loss of customer management has led to a decline in customer satisfaction and loyalty, a serious loss of students, and a reduced business profit. On the basis of related theories of customer relationship management, this paper takes the training school as the research object. Firstly, it uses the systematic theoretical knowledge to make a comprehensive analysis of the education and training industry through the PEST analysis tool, and the micro-environment of Eucalyptus is analyzed through SWOT analysis tools. Secondly, this paper classifies customers into potential customers, general customers, key customers and churn customers according to relevant theories such as customer life cycle. This paper investigates the needs and characteristics of each type of customers. Finally, this paper proposes a specific strategy and implementation method for improving the classification of customerIII relationship management in the education and training schools. Through the study of relevant theories, this paper analyzes the actual problems of enterprises and gives complete suggestions for improvement. It is expected to promote the comprehensive implementation of customer relationship management in enterprises, so the customer satisfaction and loyalty of the enterprises will promote the long-term development of the company. Keywords: Education and Training Institution School, Customer Relationship; Customer Life Cycle; Customer ClassificationIV 目 录 中文摘要......................................................................................................I Abstract....................................................................................................II 第一章 绪论............................................................................................. 1 1.1 研究背景与意义.............................................................................................1 1.1.1 研究背景................................................................................................. 1 1.1.2 研究意义................................................................................................. 3 1.2 研究内容与方法.............................................................................................3 1.2.1 研究内容................................................................................................. 3 1.2.2 研究方法................................................................................................. 3 1.3 研究思路与框架.............................................................................................4 1.3.1 研究思路................................................................................................. 4 1.3.2 研究框架................................................................................................. 4 第二章 文献综述..................................................................................... 6 2.1 相关概念及理论研究.....................................................................................6 2.1.1 客户关系管理理论综述......................................................................... 6 2.1.2 客户生命周期理论............................................................................... 10 2.1.3 客户忠诚理论....................................................................................... 11 2.2 关于教育培训行业客户关系管理理论的相关研究...................................12 2.2.1 教育培训客户关系管理中的客户....................................................... 13 2.2.2 教育培训行业客户关系管理理论的发展及变化............................... 13 第三章 优加教育培训机构简介及客户关系管理存在的问题分析..16 3.1 优加教育培训机构概况介绍.......................................................................16 3.2 教育培训行业及优加教育培训机构客户关系管理分析...........................16 3.2.1 教育培训行业客户关系管理外部视角分析....................................... 16V 3.2.2 优加教育培训机构客户关系管理内部视角分析............................... 24 3.3 优加教育培训机构客户关系管理中存在的问题及成因分析...................26 3.3.1 优加教育培训机构存在的问题........................................................... 26 3.3.2 优加教育培训机构问题成因分析....................................................... 27 3.3.3 优加教育培训机构问题的解决思路 — 分析不同类型客户的特征和 需求................................................................................................................... 28 第四章 优加教育培训机构不同类型客户的特征和需求分析..........30 4.1 潜力客户、普通客户、关键客户的特征和需求分析...............................30 4.1.1 研究设计............................................................................................... 30 4.1.2 数据分析............................................................................................... 33 4.1.3 不同类型客户的特征和需求分析....................................................... 42 4.2 流失客户的特征和需求分析.......................................................................44 4.2.1 研究设计............................................................................................... 44 4.2.2 访谈分析............................................................................................... 45 4.2.3 流失客户的分析结论........................................................................... 46 第五章 优加教育培训机构客户关系管理未来策略.......................... 48 5.1 潜力客户的