Research On E-learning Service Model Based On CRM Idea

In China, web-based education service market has a more extensive future and in the same time faces fiercer competition. The product of web-based education is different from general merchandise. It is web-based education service in essence. Web-based education in China has come to a period of service after an early stage of primary accumulation. Web-based education service providers pay more attention to how to increase the quality of service to attract customers and to drive development. As"Student"has become"Learning customer"or"Customer"in web-based education, drawing on new service ideas about"customer"in commercial field is favorable for innovation in web-based education service model. Based on the marketing character of web-based education, how to combine customer relationship management (CRM) and the development of web-based education has been researched. However, such research is very few and generally analyse feasibility of CRM in web-based education or borrow ideas from CRM, rarely giving concrete tactics.Referencing CRM idea in order to improve the process and structural system of web-based education service, web-based education service providers can increase service benefit and quality, customer satisfaction and loyalty degree and then the win-win situation can be achieved. In my opinion, the denomination"E-learning service"is better than"Web-based education service"to reflect the idea of"customer-centric"and the change from"Lifelong education"to"Lifelong learning". Integrating CRM idea with the unique service characteristic of E-learning service, this thesis offers a deep research on how to improve customer satisfaction and loyalty degree and points out customer segmentation tactics and relationship marketing tactics in E-learning service. On this basis, we elaborate E-learning service implementation process from contacting potential customers to keeping in touch with loyal customers and design an E-learning service model based on CRM idea.