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论文编号：	14363
作者编号：	2320213832
上传时间：	2023/12/12 16:10:05
中文题目：	价值共创视角下ZYB公司的客户关系管理研究
英文题目：	Research on Customer Relationship Management of ZYB Company from the Perspective of Value Co-creation
指导老师：	石鉴
中文关键字：	价值共创；在线教育；客户关系；客户互动；客户参与
英文关键字：	Value Co-creation； Online Education；CRM；Customer Interaction； Customer engagement
中文摘要：	互联网客户规模增长已经触顶，移动互联网的时代已从争夺增量客户转变到抢夺存量客户。目前很多互联网企业迫切需要战略转型，但又与目前市场大环境影响下各企业提倡“降本增效”相悖。所以很多企业寄希望于在既定成本管理目标下，通过各种运营管理手段来实现提效，进而提升企业竞争力。 如今大部分在线教育企业的资源的开发花费在教师上更多精力上，而学生在线学习注意力不强，是教育这一课题中常见的难题。以ZYB公司这家企业为例，ZYB公司以2C业务为主，经过多年的客户规模增长，留存下来了大量具有典型特征的客户群体。而研究在线教育如何促进教师与学生共创教育价值对于优化在线教育企业的客户关系关系以及提升教育质量上都有显著的价值意义。所以利用价值共创来优化在线教育企业的客户关系管理是本篇论文中会解决的问题。 本文以企业ZYB公司为研究对象，对价值共创、客户关系管理等管理理论进行了论述，在详细介绍了ZYB公司这家企业的概况和企业的客户关系之后，本文参考当前互联网企业的先进客户运营方案并结合了在线教育的特点，从价值共创的视角出发，重点研究ZYB公司的客户关系管理现状，紧接着分析ZYB公司现有客户管理体系在落地过程中针对在线教育行业特征的外部影响下和企业自身的内部影响下有哪些难点和不足，探索客户和企业之间的价值契合在实施客户关系管理过程中的作用机理，提出了基于价值共创理论的客户管理改造方案和实施保障。寻求出一条适配ZYB公司等在线教育企业的客户运营升级之路。
英文摘要：	The growth of internet customer scale has reached its peak, and the era of mobile internet has shifted from competing for incremental customers to seizing existing customers.Many internet companies urgently need strategic transformation, but it contradicts the current market environment and the advocacy of "cost reduction and efficiency increase" by various enterprises. So many companies hope to achieve efficiency improvement and enhance their competitiveness through various operational management methods under established cost management goals. Nowadays, most online education enterprises spend more energy on developing resources from teachers, while students' lack of attention in online learning is a common problem in this field of education. Taking ZYB Company as an example, ZYB Company focuses on 2C business and has retained a large number of typical customer groups after years of customer growth. Studying how online education promotes the co creation of educational value between teachers and students has significant value in optimizing customer relationships and improving educational quality for online education enterprises. So utilizing value co creation to optimize customer relationship management in online education enterprises is a problem that will be addressed in this paper. This article take the enterprise ZYB Company as the research object and discusses management theories such as value co creation and customer relationship management. After a detailed introduction to the overview of ZYB Company and its customer relationships, this article refers to the advanced customer operation solutions of current internet enterprises and combines the characteristics of online education. From the perspective of value co creation, the focus is on studying the current situation of customer relationship management in ZYB Company, Next, analyze the difficulties and shortcomings of ZYB Company's existing customer management system in the implementation process, which is influenced by the external factors of the online education industry and the internal factors of the enterprise itself. Explore the mechanism of the value fit between customers and enterprises in the implementation of customer relationship management, and propose a customer management transformation plan and implementation guarantee based on the value co creation theory. Seeking a path to upgrade customer operations that is suitable for online education enterprises such as ZYB Company.
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