江门市星火教育科技有限公司客户关系管理探析摘要：中国从古代开始就十分重视教育，古代的先圣先贤们为重视教育开了个好头，春秋时期的孔子开创儒家文化，开启了古代教育。教育事业发展至今，仍然是社会的永恒话题。分析教育机构客户关系管理现状，有助于企业更加精准其市场定位，帮助其挖掘客户关系，进而提升客户关系营销，增加品牌知名度，赢得市场份额。基于此，本文利用文献研究法、实地调查法以及案例研究法，对星火教育科技有限公司展开调研，旨在进一步丰富教育机构客户关系管理研究的同时，促进教育机构客户关系管理的实践运作。本文从教育行业的发展现状入手，发现星火教育科技有限公司客户关系管理存在的问题主要体现在缺乏客户细分，市场渗透不佳：客户管理形式化，沟通反馈欠缺：人员管理不善，服务品质不足：信息化管理缺失，关系营销薄弱。基于此，本文提出了优化星火教育的决策，一是要推进客户细分，优化市场渗透：二是要优化客户服务，提升客户关系：三是要强化人员培养，提升服务品质：四是要构建数据库，建立客户管理体系。关键词：客户关系管理，问题，对策Analysis on Customer Relationship Management ofJiangmen Spark Education Technology Company LimitedAbsrtact:China has attached great importance to education since ancient times,and the ancientsages have made a good start to attach importance to education.Confucius in the Spring andAutumn period pioneered Confucian culture and opened up ancient education.The developmentof education is still the etemal topic of society.Analyzing the current situation of customerrelationship management in educational institutions will help enterprises to more accuratelyposition their market,help them to excavate customer relations,and then enhance customerrelationship marketing,increase brand awareness and win market share.Based on this,this papermakes use of literature research,field investigation and case study to investigate Spark EducationTechnology Co.,Ltd.department management research,while promoting the practical operationof customer relationship management in educational institutions.Starting with the presentsituation of the education industry,this paper finds that the problems existing in the customerrelationship management of Spark Education Technology Co.,Ltd.are mainly reflected in the lackof customer segmentation,poor market penetration,formalization of customer management,lackof communication and feedback,poor personnel management,insufficient service quality,lack ofinformation management and weak relationship marketing.Based on this,this paper puts forwardthe decision to optimize spark education,one is to promote customer segmentation and optimizemarket penetration;the other is to optimize customer service and enhance customer relationship;the third is to strengthen personnel training and improve service quality;the fourth is to promotecustomer segmentation and market penetration.To build a database,establish a customermanagement systemKeywords:Customer Relationship Management,Problem,Countermeasure目录11.1研究背景和意义11.1.1研究背景11.1.2研究意义…1.2文献研究1.2.1国内研究..1.2.2国外研究.…21.3课题研究方法和内容.1.3.1研究方法3第2章相关理论概述…52.1客户关系管理的内涵..55第3章江门市星火教育科技有限公司SW0T分析...63.1江门市星火教育科技有限公司概况介绍.....63.2江门市星火教育科技有限公司SW0T分析3.2.2劣势分析.788第4章江门市星火教育科技有限公司客户关系管理分析.…94.1江门市星火教育科技有限公司客户关系管理现状…94.2江门市星火教育科技有限公司客户关系管理存在的问题分析.....94.2.1缺乏客户细分，市场渗透不佳·94.2.2客户管理形式化，沟通反馈欠缺.·104.2.3人员管理不善，服务品质不足.。1111第5章完善江门市星火教育科技有限公司客户关系管理的对策...135.1推进客户细分，优化市场渗透.·13135.1.2优化市场渗透.…135.2优化客户服务，提升客户关系...145.2.1优化客户服务…141453强化人员培养，提升服务品质.…155.3.1强化人员培养.155.3.2提升服务品质..165.4构建数据库，建立客户管理体系.…16