【摘要】：網(wǎng)絡(luò)教育經(jīng)歷了七年的發(fā)展,如今無論是學(xué)生人數(shù)、試點(diǎn)高校規(guī)模、教學(xué)資源規(guī)模和經(jīng)濟(jì)效益都形成了一定的規(guī)模,逐漸顯現(xiàn)出產(chǎn)業(yè)特征。但是隨著網(wǎng)絡(luò)教育的高速發(fā)展,許多問題不可避免要顯露出來。宏觀上,網(wǎng)絡(luò)教育出現(xiàn)了定位不清晰、產(chǎn)業(yè)化矛盾、社會(huì)認(rèn)同度降低以及專門法律和法規(guī)缺乏等諸多問題;微觀上,網(wǎng)絡(luò)教育呈現(xiàn)出專業(yè)過于集中、教學(xué)資源的缺乏和重復(fù)建設(shè)、網(wǎng)絡(luò)教育費(fèi)用較高以及學(xué)生缺乏網(wǎng)上學(xué)習(xí)技能等現(xiàn)象。如何認(rèn)識(shí)和解決這些問題,需要從網(wǎng)絡(luò)教育市場(chǎng)的角度來重新審視。 網(wǎng)絡(luò)教育市場(chǎng)潛力巨大,但其發(fā)展過程又呈現(xiàn)出不均衡性。從價(jià)值鏈的角度出發(fā),網(wǎng)絡(luò)教育價(jià)值鏈由試點(diǎn)高校的基礎(chǔ)硬件、軟件環(huán)境、資源建設(shè)、教學(xué)活動(dòng)、校外學(xué)習(xí)中心、招生、學(xué)習(xí)支持等環(huán)節(jié)組成。運(yùn)用五力模型可以看出,目前的網(wǎng)絡(luò)教育產(chǎn)業(yè)存在地區(qū)性不平衡、結(jié)構(gòu)上的不合理以及服務(wù)差異性不明顯等問題。網(wǎng)絡(luò)教育產(chǎn)品不同一般商品,其本質(zhì)是網(wǎng)絡(luò)教育服務(wù)。除了具備服務(wù)的四種基本特征以外,網(wǎng)絡(luò)教育服務(wù)還具有大眾化、教學(xué)性、專業(yè)化程度高以及個(gè)性化特征明顯等特點(diǎn)。網(wǎng)絡(luò)教育服務(wù)質(zhì)量的高低,將直接影響學(xué)生對(duì)網(wǎng)絡(luò)教育滿意度和忠誠度的高低。提高網(wǎng)絡(luò)教育服務(wù)質(zhì)量的有效途徑之一就是在網(wǎng)絡(luò)教育中應(yīng)用客戶關(guān)系管理。 網(wǎng)絡(luò)教育客戶關(guān)系管理是客戶價(jià)值、關(guān)系價(jià)值和信息技術(shù)三方面相互作用的過程,這不僅有利于網(wǎng)絡(luò)教育服務(wù)提供者與學(xué)生之間的溝通,還可以滿足學(xué)生的個(gè)性化需求,提高管理和學(xué)習(xí)效率。網(wǎng)絡(luò)教育客戶關(guān)系管理的目標(biāo)是能夠達(dá)到共享和雙贏的目的。討論網(wǎng)絡(luò)教育客戶關(guān)系管理,必然要了解誰是網(wǎng)絡(luò)教育的客戶。不論是哪種運(yùn)營(yíng)模式,學(xué)生應(yīng)該是網(wǎng)絡(luò)教育的最終客戶,是網(wǎng)絡(luò)教育的“最終買單者”,校外學(xué)習(xí)中心和公共服務(wù)體系只能作為代理的角色。目前,在我國網(wǎng)絡(luò)教育試點(diǎn)高校中,僅有少數(shù)將客戶關(guān)系管理的思想和方法引入網(wǎng)絡(luò)教育服務(wù)中。在其實(shí)施過程中,一般是利用互聯(lián)網(wǎng),將呼叫中心、值機(jī)答疑、BBS、SMS、E-mail以及FAQ等技術(shù)集成在一起。影響其實(shí)施成功與否,需要考慮人、數(shù)據(jù)、管理和軟硬件環(huán)境等多方面的因素。
[Abstract]:After seven years of development, network education has formed a certain scale, no matter the number of students, the scale of experimental universities, the scale of teaching resources and the economic benefits, and gradually shows the characteristics of industry. However, with the rapid development of network education, many problems will inevitably be revealed. Macroscopically, there are many problems in network education, such as unclear orientation, contradiction of industrialization, low degree of social identity and lack of special laws and regulations. The lack and repeated construction of teaching resources, the high cost of online education and the lack of online learning skills of students. How to understand and solve these problems needs to be re-examined from the perspective of network education market. Network education market has great potential, but its development process presents imbalance. From the point of view of value chain, the value chain of network education consists of the basic hardware, software environment, resource construction, teaching activities, off-campus learning center, enrollment, learning support and so on. By using the five-force model, we can see that the current network education industry has some problems, such as regional imbalance, unreasonable structure and indistinct service difference. The network education product is different general commodity, its essence is the network education service. In addition to the four basic characteristics of service, the network education service also has the characteristics of popularization, teaching, high specialization and obvious individuation. The quality of online education service will directly affect the students' satisfaction and loyalty to online education. One of the effective ways to improve the service quality of network education is to apply customer relationship management in network education. Network education customer relationship management is a process of interaction between customer value, relationship value and information technology, which is not only conducive to the communication between network education service providers and students, but also can meet the individual needs of students. Improve management and learning efficiency. The goal of network education customer relationship management is to achieve the goal of sharing and win-win. To discuss customer relationship management in network education, it is necessary to know who is the client of network education. No matter what kind of operation mode, students should be the final customer of network education and the "final payer" of network education. The outside learning center and public service system can only act as agents. At present, only a few of the thoughts and methods of customer relationship management are introduced into the network education service in the experimental universities of network education in our country. In the course of its implementation, the technology of calling center, answering machine answering questions and FAQ and so on are generally integrated by using the Internet. Many factors such as people, data, management and hardware and software environment need to be considered to influence the success of the implementation.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2005
【分類號(hào)】：G434

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 盧永艷;;客戶關(guān)系管理在網(wǎng)絡(luò)教育中的應(yīng)用[J];現(xiàn)代遠(yuǎn)距離教育;2008年02期

相關(guān)碩士學(xué)位論文 前1條

1 文碧桂;基于CRM理念的數(shù)字化學(xué)習(xí)服務(wù)模式研究[D];東北師范大學(xué);2010年

，

本文編號(hào)：2257003