客户关系管理研究学位论文..doc

独 创 性 声 明 本人声明所呈交的学位论文是本人在导师指导下进行的研究工作及取得的研究成果。尽我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表或撰写过的研究成果，也不包含本人为获得江南大学或其它教育机构的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示谢意。 签名： 日期： 本学位论文作者完全了解江南大学有关保留、使用学位论文的规定：江南大学有权保留并向国家有关部门或机构送交论文的复印件和磁盘，允许论文被查阅和借阅，可以将学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存、汇编学位论文，并且本人电子文档的内容和纸质论文的内容相一致。 保密的学位论文在解密后也遵守此规定。 签名： 导师签名： 日期： 摘 要 本文期望通过研究一个留学公司的客户关系管理策略，为该公司乃至整个留学中介行业如何有效实施客户关系管理提供一些参考和借鉴。 关键词：Abstract With the impact of good policy and economic development, the industry of Overseas Education Agencies in China develop rapidly in recent years. But in the case of low barriers to entry, product homogeneity and serious price competition, overseas education agencies is also facing fierce competition. Therefore, in order to improve core competitiveness, more and more overseas education agencies put emphasis on such innovative marketing model like customer relationship management, which is effective to improve profitability, customer satisfaction, and employee productivity. This paper first describes the domestic and overseas basic theory of customer relationship management and practical application especially in the service industry, including the successful application in the overseas education agencies. Then introduces situation of HG Overseas Services Co., Ltd and status of customer relationship management; by statistical analysis of HG’s customer satisfaction survey samples, combined with the theory of relationship marketing and customer value, this paper analyze customer relationship management strategies of HG company; Finally, according to the customer relationship management value chain model, this paper gives suggestions and the safeguard system based on the CRM strategies. This paper intends to provide some reference for the effective implementation of customer relationship management for HG company and the whole industry of overseas education agencies through the study of a case. Keywords: Customer Relations