本文選題：客戶(hù)忠誠(chéng)度 + 客戶(hù)關(guān)系管理��； 參考：《東華大學(xué)》2017年碩士論文

【摘要】：AB公司主營(yíng)業(yè)務(wù)是英語(yǔ)培訓(xùn),面對(duì)的客戶(hù)主體是個(gè)人。每年客戶(hù)有數(shù)萬(wàn)人。所以降低單個(gè)客戶(hù)的交易成本對(duì)整體利潤(rùn)的影響至關(guān)重要�？蛻�(hù)分為老客戶(hù)和新客戶(hù),一個(gè)新客戶(hù)的交易成本約為老客戶(hù)的三倍。因此,建立科學(xué)的,長(zhǎng)效的客戶(hù)忠誠(chéng)度管理制度,提升老客戶(hù)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(hù)體驗(yàn)尤其重要。其中不乏一些機(jī)構(gòu)急功近利,缺乏客戶(hù)忠誠(chéng)度管理意識(shí),嚴(yán)重影響客戶(hù)體驗(yàn)和行業(yè)形象。忠誠(chéng)度管理的文獻(xiàn)多為宏觀的,概念性的。需要公司自身結(jié)合自身的實(shí)際情況加以靈活運(yùn)用,才可以制定出切實(shí)可行的忠誠(chéng)度管理方案。本文在借鑒了前人關(guān)于客戶(hù)忠誠(chéng)度以及客戶(hù)關(guān)系管理的理論知識(shí),結(jié)合AB公司客戶(hù)數(shù)據(jù),找出影響客戶(hù)忠誠(chéng)度的關(guān)鍵指標(biāo)和權(quán)重,進(jìn)而對(duì)公司的忠誠(chéng)度管理提出切實(shí)可行的指導(dǎo)意見(jiàn)。通過(guò)AB公司的訂單數(shù)據(jù),找出升級(jí)購(gòu)買(mǎi)和重復(fù)購(gòu)買(mǎi)的客戶(hù)群,作為研究對(duì)象,進(jìn)一步研究該部分客戶(hù)的調(diào)查問(wèn)卷數(shù)據(jù)。找出該部分客戶(hù)對(duì)公司的各個(gè)部分進(jìn)行打分,包括產(chǎn)品,服務(wù),教師等。進(jìn)而找出客戶(hù)的滿(mǎn)意因素。對(duì)樣本學(xué)校的整體客戶(hù)的調(diào)查問(wèn)卷分析,可以找出客戶(hù)的不滿(mǎn)意因素。根據(jù)回歸分析可以確定其不同的權(quán)重。從而提出有針對(duì)性的客戶(hù)忠誠(chéng)度管理方案�；跀�(shù)據(jù)分析的結(jié)果,從產(chǎn)品,服務(wù),品牌,運(yùn)營(yíng)四個(gè)方面提出了有針對(duì)性的策略建議。如首先要建立以客戶(hù)為中心的價(jià)值觀,沒(méi)有這個(gè)作為前提,其他的任何策略都無(wú)法落實(shí)。另外,需要重視地區(qū)差異,西部城市對(duì)價(jià)格因素比較敏感,東部城市對(duì)服務(wù)比較敏感。針對(duì)不同的客戶(hù)群體需要有不同的管理策略。需要加強(qiáng)銷(xiāo)售階段的服務(wù)。設(shè)定客戶(hù)忠誠(chéng)度評(píng)價(jià)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(xué)習(xí)中心。這也可能是行業(yè)內(nèi)的認(rèn)識(shí)誤區(qū)。本文主要借鑒了相關(guān)的忠誠(chéng)度管理理論,針對(duì)AB公司的實(shí)際情況提出的管理方案,對(duì)AB公司的忠誠(chéng)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(wèn)題,因此本文提出的方案對(duì)英語(yǔ)培訓(xùn)行業(yè)也具有一定的參考價(jià)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(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274

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