CRM在华尔街英语绩效管理中的应用

发布时间：2018-12-09 20:23

【摘要】：目前培训业正处于高速发展时期，各类培训辅导机构呈现出爆发性的增长。但是随着同行业竞争的加剧，教育培训机构只有符合个性化、灵活化的市场需求才能生存发展。客户关系管理（CRM）建立“以客户为中心”的战略思想和服务理念，建立客户细分标准，有针对性的提供产品和服务，实施一对一的营销策略，符合了客户对个性化、灵活化的要求。客户关系管理作为一种工具和营销方式被企业所采用，以加大企业的影响力和企业业绩。绩效管理是企业走上正轨的核心动力。社会的不断进步，培训市场的不断成熟使得资源变得越来越有限。在这种情况下，绩效管理作为一种优化资源的方式越来越发挥其巨大的作用。那么，，CRM应用于绩效管理会使客户资源的优势得以发挥。提高企业竞争优势。本文以华尔街英语为例，根据SWOT分析模型进行企业的战略分析。为了更大效能地发挥企业竞争优势，抓住外部机会，说明了华尔街英语实施CRM的意义。绩效管理将企业的战略层层分解到个人的绩效指标。本文以华尔街英语国贸中心为例，以各部门和职位来看,从财务角度、客户角度、内部运营角度、学习与发展角度,四个角度进行具体分析，树立起不同的绩效管理指标。阐述了各部门将CRM应用于绩效管理的情况。通过分析得出，CRM应用于华尔街英语绩效管理帮助企业提高了绩效管理水平，在竞争中获得竞争优势、稳固了行业地位。因此，CRM应用于华尔街英语绩效管理是非常必要的。希望为更多的企业提供借鉴。
[Abstract]:At present, the training industry is in a period of rapid development, various training and guidance institutions show explosive growth. However, with the aggravation of competition in the same industry, education and training institutions can survive and develop only with individualized and flexible market demand. Customer relationship Management (CRM) (CRM) establishes "customer-centered" strategic thinking and service concept, establishes customer segmentation standards, provides products and services pertinently, implements one-to-one marketing strategy, and conforms to customer personalization. The requirement of flexibility. As a tool and marketing method, customer relationship management (CRM) is adopted by enterprises to increase their influence and enterprise performance. Performance management is the core motive force for enterprises to get on track. With the development of society and the maturity of training market, resources become more and more limited. In this case, performance management as a way to optimize resources is playing a more and more important role. Then, the application of CRM in performance management will give full play to the advantage of customer resources. Improve the competitive advantage of enterprises. This article takes Wall Street English as an example, carries on the enterprise strategy analysis according to the SWOT analysis model. In order to give full play to the enterprise's competitive advantage and seize the external opportunity, this paper illustrates the significance of implementing CRM in Wall Street English. Performance management decomposes the enterprise's strategy layer by layer to the individual performance index. This paper takes Wall Street English International Trade Center as an example, from the perspective of finance, customer, internal operation, learning and development, to set up different performance management indicators. This paper expounds the application of CRM in performance management in various departments. Through the analysis, the application of CRM in Wall Street English performance management helps enterprises improve their performance management level, gain competitive advantage in the competition, and stabilize the position of the industry. Therefore, it is necessary to apply CRM to Wall Street English performance management. Hope for more enterprises to provide reference.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;H319.3

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