Research On Customer Relationship Management Strategy Of BL Education Group’ Overseas Study Business

BL Education Group is an established institution for studying abroad that has been developing for 17 years.Its predecessor specialized in immigration and providing overseas study services for immigrant children.In 2004,it applied to the Ministry of Education for qualification and officially entered the overseas study market.When the overseas study industry is booming,it can sign up customers and gain profits without too much publicity and marketing.Since its establishment,the company has experienced the renewal and iteration of the development of study abroad agents.Facing the needs of customers in different periods,the company has always been committed to applying for the best schools for customers with a strong sense of education and public welfare,and won high praise from peers and many customers.However,with the continuous development of the market and the urging of customer groups,various enterprises and institutions providing consulting services for studying abroad have sprung up in China,which has brought incentive competition to the study abroad market.BL Education Group’s study abroad business also began to face a series of problems,such as increased customer acquisition cost,serious customer churn,reduced operating income and so on.In addition,the impact of the COVID-19 epidemic in 2020 will severely impact the study abroad market and further increase the uncertainty of the study abroad industry.BL Education Group is also facing some new problems under the influence of the epidemic.Although the study abroad industry is gradually recovering after the epidemic is under control,it will take a long time.Under the current situation of normalization of epidemic situation,BL Education Group must pay attention to the management of customer relationship if it wants to be in a favorable position in the market competition.Therefore,how to use the relevant theories of customer relationship management to optimize the current workflow and form a set of internal customer relationship management system,so that enterprises can still obtain the potential value and lifelong value of customers when facing the changes of domestic and international situation,which has become a problem that BL Education Group must solve.In this paper,taking the customer relationship management of BL Education Group’s overseas study business as the research object,through in-depth analysis of some problems existing in the company’s customer relationship management,using the database marketing theory and relationship marketing theory,the optimization strategy of customer relationship management is put forward,and the corresponding safeguard measures are put forward.Through the research of this paper,BL Education Group is instructed to establish its own customer relationship management system,to better realize precise marketing to enhance customer satisfaction and loyalty,to maximize customer value,and finally to form its own competitive advantage.At the same time,it also provides some reference for other enterprises in the study abroad industry to formulate effective customer relationship management strategies.