Customer Relationship Marketing In Training Industry

In recent years, the training industry has ushered in an explosive growth period. Its market scale has expanded rapidly. Meanwhile, more and more people and enterprises have poured into this industry. Thus, industry competition has turned white-hot.Compared with the rapid growth of the industry, marketing efforts of training industry can not keep up with the pace of the industry. On one hand, many enterprises’ marketing is still in a state of ignorance of the original, lacking theoretical research and tactical guidance for the system. On the other hand, some enterprises still cling to the original marketing ideas in the day of the rapid development of information technology, lagging behind the trend of the times.Fierce market competition has brought the industry into the buyer’s market; the customer’s choice space is greatly expanded. At the same time, the progress of information technology makes it more convenient to get information; the customers have lowered trust in the media advertising. Attracting customers is becoming more difficult; the old customers’ loyalty has gradually declined. In such a background, if the enterprise in training industry want to break through a tight encirclement, it must change marketing concept, pay attention to creating and maintaining customer relationship, attract new customers and, more importantly, maintain old customers. Using customer relationship marketing achieves enterprise value.Customer centricity is the core of customer relationship management and relationship marketing. In this paper, relative theories between customer relationship management and relationship marketing are introduced, and the relationship between them is expounded. At the same time, the theory of customer life cycle is briefly introduced, which is the basis for guiding the application of the theory. Secondly, this paper analyzes the special nature and the existing problems of the domestic training industry, the impact of these problems on marketing work, and the advantages of the implementation of customer relationship marketing. And then puts forward the basic strategy of the implementation of customer relationship management in training industry, including the establishment of the database, customer value evaluation and customer segmentation, customer relationship management, Strategy to establish a stable customer relationship and Customer relationship crisis management and problem feedback mechanism. In the end, taking K company as an example, the scheme of implementing customer relationship marketing under the guidance of customer life cycle theory is studied.Customer relationship marketing is not only a marketing method, but also a business philosophy. The implementation of customer relationship marketing is a systematic project, requiring the enterprise staff to unify thinking and work together. The implementation of customer relationship marketing is also a long-term project. Only a long-term persistence can lead to achievements, so the enterprise should be well prepared to do a job of protracted war.As an practitioner of training industry, I deeply understand the marketing situation in the industry. Using the method of combining theory and practice, this paper researches questions and propose solutions. I sincerely hope that the research can play some role in the marketing work of this industry.