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  本文選題：關(guān)系營銷 + 學(xué)生關(guān)系管理�。� 參考：《北京交通大學(xué)》2012年碩士論文

【摘要】：基于學(xué)生滿意度直接影響到大學(xué)的綜合實力,從而影響大學(xué)的排名位置,從關(guān)系營銷的視角重新審視學(xué)生與學(xué)校的關(guān)系,并提出學(xué)生關(guān)系管理的理念,是改善排名位置的迫切需求,針對當(dāng)前R大學(xué)學(xué)生管理工作的現(xiàn)狀,發(fā)現(xiàn)學(xué)生關(guān)系管理工作及服務(wù)職能缺失的問題,通過國外Y大學(xué)的經(jīng)驗借鑒,有必要構(gòu)建符合大學(xué)實際運行機制的、能有效提高學(xué)生滿意度和忠誠度的學(xué)生關(guān)系管理體系。本文通過文獻(xiàn)研究、經(jīng)驗借鑒,綜合運用關(guān)系營銷、客戶關(guān)系管理、學(xué)生管理等理論以及抽樣調(diào)查、系統(tǒng)設(shè)計的方法,分析學(xué)生關(guān)系管理體系的定義、要素、結(jié)構(gòu)與功能,并結(jié)合關(guān)系營銷理論模型及CRM應(yīng)用模型建立R大學(xué)的學(xué)生關(guān)系管理體系模型,并展開實證研究,提出“分階段、多層次、一體化”的設(shè)計理念,構(gòu)建可行、易操作、低成本運作的協(xié)同創(chuàng)新體系。并詳述具體的實施步驟。 本文創(chuàng)新性成果主要體現(xiàn)為： 第一、本文從關(guān)系營銷的視角重新定義學(xué)生與學(xué)校的關(guān)系,結(jié)合客戶關(guān)系管理和學(xué)生管理工作的相關(guān)理論,提出“學(xué)生關(guān)系管理”的理念,將學(xué)生工作的教育、管理職能擴展為教育、管理、服務(wù)三位于一體的職能； 第二、本文對學(xué)生關(guān)系管理系統(tǒng)的要素、結(jié)構(gòu)和功能進(jìn)行了理論研究,并從實際情況出發(fā),用系統(tǒng)設(shè)計的思想,提出學(xué)生關(guān)系管理工作不再是各學(xué)生接觸部門各司其職的工作,而應(yīng)該是一個各學(xué)生接觸部門協(xié)同創(chuàng)新的體系,該體系需體現(xiàn)“分階段、多層次、一體化”的設(shè)計理念； 第三、本文通過實證研究、構(gòu)建了一個可行、易操作、低成本的實際R大學(xué)學(xué)生關(guān)系管理體系藍(lán)圖,并詳述具體的實施步驟,提出了具體的理論結(jié)合實際的應(yīng)用方案。 第四、本文通過比較分析,證明了該系統(tǒng)可以有效的提高學(xué)生的滿意度和忠誠度,改善學(xué)生關(guān)系管理成效,維護(hù)學(xué)生的終身價值,從而達(dá)到學(xué)生與學(xué)校共同可持續(xù)發(fā)展的雙贏。
[Abstract]:Based on the fact that student satisfaction directly affects the comprehensive strength of the university and thus the ranking position of the university, this paper reexamines the relationship between the students and the school from the perspective of relationship marketing, and puts forward the concept of student relationship management. It is an urgent need to improve the ranking position. In view of the current situation of student management in R University, the problems of missing student relationship management and service function are found, and the experience of foreign Y university is used for reference. It is necessary to construct a student relationship management system which accords with the actual operating mechanism of the university and can effectively improve the students' satisfaction and loyalty. Through literature research, experience, comprehensive use of relationship marketing, customer relationship management, student management theory, sampling survey, system design method, analysis of the definition, elements, structure and function of student relationship management system, Combining with the relationship marketing theory model and CRM application model, this paper establishes the student relationship management system model of R university, and carries out empirical research, and puts forward the design idea of "step by step, multi-level, integration", which is feasible and easy to operate. Low-cost collaborative innovation system. And detailed implementation steps. The innovative achievements of this paper are as follows: first, this paper redefines the relationship between students and schools from the perspective of relationship marketing, and combines the relevant theories of customer relationship management and student management. Put forward the concept of "student relationship management", expand the education and management functions of student work into three functions of education, management and service. Second, this paper discusses the elements of student relationship management system. The structure and function are studied theoretically, and from the actual situation, with the idea of system design, it is pointed out that the student relationship management is no longer the work of each student contact department. It should be a collaborative innovation system of students' contact departments. The system should embody the design idea of "step by step, multi-level and integration". Thirdly, this paper, through empirical research, constructs a feasible and easy to operate system. The blueprint of low cost R university student relationship management system is presented, and the concrete implementation steps are described in detail, and the concrete theory combined with practical application scheme is put forward. Fourth, through comparative analysis, this paper proves that the system can effectively improve the satisfaction and loyalty of students, improve the effectiveness of student relationship management, maintain the lifelong value of students, and achieve a win-win situation for the sustainable development of students and schools.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G647

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本文編號：2035863