摘要
摘要
随着人民生活水平的不断提高，对艺术培训的需求不断扩大，国家性政策
的扶持，艺术培训行业迎来了重要的历史发展机遇期。在政策的驱动下，很多
资本纷纷加入到艺术培训行业中，文化教育培训也在不断转型成到艺术培训队
伍中。在市场如此激烈竞争下，艺术培训机构面临发展危机的局面，如何在充
满机遇和挑战的市场环境中抓住机会改变现有状况，是每个艺术培训机构的现
在面临的最大问题。然而客户才是企业运营的生命泉源，客户关系管理是其中
最重要的一个环节，A艺术培训机构想要在培训行业中占有一席之地，必须重
视客户关系管理问题。
本文以 A艺术培训机构作为研究对象，在介绍了 A艺术培训机构概况和客
户关系现状后，以客户关系管理理论作为研究为依据，通过对 A艺术培训机构
客户关系管理的调查和问卷统计数据分析，得出 A艺术培训机构出现了客户忠
诚度和满意度不高、线上客户获取效果不佳、客户关系维护不到位、客户流失
严重和客户挽留机制不完善等问题。为了改进 A艺术培训机构客户关系管理存
在的缺陷，本文 A艺术培训机构客户关系管理客户关系提出改进策略。从四个
方面出发：一、提升客户关系管理理念；二、优化线上客户获取渠道；三、通
过 A艺术培训机构客户购买的相关信息结合 RFM模型制定相应的客户关系细分
策略，重新划分客户类型，改进客户关系维护服务策略；三、根据客户满意度
不高的情况制定客户挽留制度，建立首问责任制和标准化投诉处理流程；四、
从建立科学激励机制、人才保障、制度保障为 A艺术培训机构客户关系管理实
施提供保障措施。
本文的研究旨在发现目前 A艺术培训机构客户关系管理存在的问题及原因，
并结合 A艺术培训机构客观情况，提出相应的改进措施，以提高 A艺术培训机
构客户关系管理水平为目标，提升客户满意度和忠诚度为导向，促进 A艺术培
训机构持续长久健康发展为目标，在竞争市场环境下处于不败之地。
关键词:客户关系管理、客户细分、客户满意度、客户忠诚度、RFM
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Abstract
Abstract
With the increasing standard of living of the people, the expanding demand for art
training and the support of national policies, artistic training industry has ushered in an
important historical development opportunity period. Under the policy drive, plenty of
capital has joined the art training industry, and cultural education training is constantly
transforming into the art training team. In the market such fierce competition, the
development of art training institutions faces a crisis situation, how to seize the
opportunityto changethe existingsituationin amarketenvironment fullof
opportunities and challenges, is the greatest problem facing each art training institutions
now.
Based on the existing theoretical research on customer relationship management,
andthrough statisticalanalysisofthe questionnaireoncustomerrelationship
management of A art training institution, this article takes A art training institution as
the researchobject, and concludesthat A art traininginstitution has imperfect
organizationof customerrelationship management,singlecustomer acquisition
channel, lack of customer segmentation management, customer loss management and
retention mechanism, and customer satisfaction and loyalty are not high. In order to
improve the defects of customer relationship management of A art training institution,
this paper focuses on three aspects of customer relationship management: establishment,
maintenance and retention of customer relationship. Mainly including: First, enhancing
the concept of customer relationship management to build a diversified communication
team to enrich the way of customer acquisition; Second, through the relevant service
information purchased by the customers of A art training institution combined with
RFM model to develop the corresponding customer relationship segmentation strategy,
redistribute customer relationships, and improve the customer relationship maintenance
service strategy; Third, according to the specific reasons for customer loss and low
customer satisfaction of the company to develop customer retention system, establish
the first question responsibility system and standardized complaint handling process;
Fourth, the establishment of scientific incentive mechanisms, talent security, system
securityforAarttraininginstitutionscustomerrelationshipmanagement
implementation to provide security measures.
The purpose of the research is to discover the problems and causes of the current
II
Abstract
customer relationship management of A art training institution, and to combine the
objective situation of A art training institution and suggest corresponding improvement
measures in order to improve the level of customer relationship management of A art
training institution, to upgrade customer satisfaction and loyalty as the center, and to
promote the sustainableand long-lasting healthydevelopment of A art training
institution as the goal, and to be invincible in the competitive market environment.
Keywords:Customerrelationshipmanagement,customersegmentation,customer
satisfaction, customer loyalty, RFM
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