I D在线教育企业客户流失原因及对策研究 摘要 2018年数据统计表明，中国在线教育在近几年市场规模不断增加。统计数据表明， 2018年市场规模达2517.6亿元，相比2017年增长了25.7%。截止2018年，用户规模 达到1.35亿人，比之前一年增长了23.3%。由以上数据，可见增长速度之快。 随着智能手机、电脑的普及面越来越广，依托这些硬件设施和互联网技术发展起来 的在线教育行业有了强大的载体支撑和技术支持。在线教育比线下传统教育有着打破地 域、时间限制的优势，可以改善教育资源不均衡的问题，实现高效、便利的学习目的。 然而，在线教育作为一个近几年兴起的行业，其在客户关系管理上还不成熟，导致 客户流失成为一种常态。如今每年新增加的线上教育机构不计其数，竞争日渐激烈，各 机构为了获得更多的客户资源，重金花费在各种广告上面和低价赔本竞争吸收新客户， 企业负担日益加重，而可供客户选择的机构却越来越多，如果企业不重视客户的维护， 那么花费高成本开发的客户就会转向竞争对手，不仅直接影响企业的收益，还会影响客 户对企业的评价，进而影响潜在客户对企业的选择，从而影响企业的发展。如何降低客 户流失，提高客户续费率，成了目前各线上机构应该重视的问题，是关乎机构后续能否 生存的重中之重的问题。 本文选取了D在线教育企业为研究对象，结合已有相关客户流失理论和在线教育 行业特点，初步预设影响D在线教育企业客户流失的因素，比如企业的员工因素、课 程因素、系统因素、企业自身因素等，然后根据这些因素设立了调查问卷题目，根据主 成分分析法进行分析，找出影响D在线教育企业客户流失的主要因素。根据分析结果， 提出了针对性的策略，以达到降低客户流失的目的。 本文主要借鉴了客户流失理论、客户期望理论、客户满意理论，对D在线教育企 业进行的研究，对减少D在线教育企业客户流失有着积极意义。D在线教育企业的一些 情况在其他在线教育企业也可能存在，因此本文提出的策略对在线教育行也有一定的参 考意义。 关键词：线上教育；客户流失理论；主成分分析 华北水利水电大学硕士学位论文 II Researchonthecausesandcountermeasuresofcustomerlossof onlineeducationenterprises ABSTRACT Datastatisticsin2018showthatthemarketscaleofonlineeducationinChinahasbeen increasinginrecentyears.Statisticsshowthatin2018,themarketsizereached251.76 billionyuan,anincreaseof25.7%comparedwith2017.By2018,thenumberofusers reached135million,anincreaseof23.3%overthepreviousyear.Fromtheabovedata,we canseetherapidgrowthrate. Withthepopularizationofsmartphonesandcomputers,onlineeducationindustry basedonthesehardwarefacilitiesandInternettechnologyhasstrongcarriersupportand technicalsupportparedwithofflinetraditionaleducation,onlineeducationhasthe advantagesofbreakingtheregionalandtimeconstraints,whichcanimprovetheimbalance ofeducationalresourcesandachieveefficientandconvenientlearningpurposes. However,asanemergingindustryinrecentyears,onlineeducationisnotmaturein customerrelationshipmanagement,resultinginthelossofcustomersasanormal. Nowadays,therearecountlessnewonlineeducationinstitutionsincreasingeveryyear,and thecompetitionisincreasinglyfierce.Inordertoobtainmorecustomerresources,each institutionspendsheavilyonvariousadvertisementsandlow‐costlosscompetitionto absorbnewcustomers.Theburdenofenterprisesisincreasing,butmoreandmore institutionsareavailableforcustomerstochoose.Ifenterprisesdonotpayattentionto customermaintenance,thenthecustomerswhospendhighcosttodevelopwillWillturnto competitors,notonlydirectlyaffecttheearningsofenterprises,butalsoaffectthe evaluationofcustomersonenterprises,andthenaffectthechoiceofpotentialcustomerson enterprises,thusaffectingthedevelopmentofenterprises.Howtoreducethelossof customersandimprovetherenewalrateofcustomershasbecomeaproblemthatallonline organizationsshouldpayattentiontoatpresent,anditisthemostimportantissue concerningwhethertheorganizationscansurviveinthefuture. ABSTRACT III ThispaperselectsDonlineeducationenterpriseastheresearchobject,combinesthe existingtheoriesofcustomerchurnandthecharacteristicsofonlineeducationindustry,and initiallypresupposesthefactorsthataffectthecustomerchurnofDonlineeducation enterprise,suchasemployeefactors,curriculumfactors,systemfactors,enterprisefactors, andsoon.Then,accordingtothesefactors,aquestionnaireissetup,whichiscarriedout accordingtotheprincipalcomponentanalysismethodAnalyzeandfindoutthemainfactors thataffectthecustomerchurnofDonlineeducationenterprises.Accordingtotheanalysis results,thepaperputsforwardthetargetedstrategiestoreducecustomerchurn. Thispapermainlyusesthetheoriesofcustomerchurn,customerexpectationand customersatisfactionforreferencetostudythed‐onlineeducationenterprises,whichisof positivesignificancetoreducethecustomerchurnofd‐onlineeducationenterprises.Some situationsofDonlineeducationenterprisesmayexistinotheronlineeducationenterprises, sothestrategiesproposedinthispaperalsohavecertainreferencesignificanceforonline educationbanks. Keywords:Onlineeducation;CustomerChurnTheory;PrincipalComponentAnalysis 华北水利水电大学硕士学位论文 IV 目录 摘要...................................................................................................................................I ABSTRACT.......................................................................................................................II 1绪论................................................................................................................................1 1.1研究背景与意义.................................................................................................1 1.1.1研究背景..................................................................................................1 1.1.2研究意义..................................................................................................1 1.2国内外研究动态.................................................................................................2 1.2.1国外研究动态..........................................................................................2 1.2.2国内研究动态..........................................................................................3 1.3研究内容.............................................................................................................4 1.4本文创新点.........................................................................................................5 1.5研究方法和路线.................................................................................................5 1.5.1使用方法..................................................................................................5 1.5.2研究路线..................................................................................................6 2理论综述........................................................................................................................7 2.1客户流失理论.....................................................................................................7 2.2期望确认理论.....................................................................................................8 2.3客户满意理论.....................................................................................................8 2.4客户忠诚理论.....................................................................................................9 3D在线教育企业状况及分析.......................................................................................10 3.1D在线教育企业简述........................................................................................10 3.1.1D在线教育企业发展概况.....................................................................10 3.1.2D在线教育企业教研情况.....................................................................10 3.1.3D在线教育企业业务类型.....................................................................10 3.2D在线教育企业的客户管理现状....................................................................10 3.2.1D在线教育企业的客户特征.................................................................10 3.2.2D在线教育企业客户管理问题.............................................................11 3.2.3D在线教育企业客户流失现状.............................................................11 3.2.4客户流失对D企业的影响...................................................................11 3.3D在线教育企业外部环境分析...........................................