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題 名 | 技專校院導入顧客關係管理之研究--以某技術學院企管系為例=The Application of Customer Relationship Management to the Technology College--A Case Study on the Department of Business Administration of Institution of Technology |
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作 者 | 莊荏惠; | 書刊名 | 稻江學報 |
卷 期 | 2:2 2007.12[民96.12] |
頁 次 | 頁234-258 |
分類號 | 528.8 |
關鍵詞 | 顧客關係管理; 高等教育市場; 顧客價值; Consumer relationship management; Higher education market; Consumer value; |
語 文 | 中文(Chinese) |
中文摘要 | 顧客關係管理(CRM)是企業強調以顧客為主,發覺最有價值之顧客並著眼於長期關係的維持與經營。透過整合各種與客戶互動的管道,並利用資訊科技對顧客資料進行分析,使企業能經由客製化服務的提供以創造最大化的顧客價值,創造雙贏的局面。學校教育是屬於服務業的一環,落實以顧客導向為主的經營形態對於高等教育市場而言,同屬重要。尤其近年來高等教育在政府教育政策改變與學生就學人口逐年減少的困境下,如何提升現有學生的滿意度並吸引潛在的顧客來校就讀,變成為大專校院所重視的課題。有鑑於學校導入CRM的重要性,本研究以南部某一技術學院的企管系為例,參考業界導入CRM的步驟,嘗試將此流程運用於該個案,希望藉由本研究的初探,能提供學校或系所做為實際運用的參考。 |
英文摘要 | Consumer relationship management (CRM) is customer oriented and the company tries to find out the most valuable consumers and maintain the long relationship with them. The company can build the close relationship with the consumers by integrating the various interaction ways as well as by providing the personalized service to maximize the consumer value. This can be done by utilizing the information technology to analyze the data of the consumers. Education industry is part of the service industry. It is important for higher education market to engage in customer oriented operation style, especially when the education policy is unsteady and the amount of students applied to school has gradually decreased in recent year. How to increase the in-school students' satisfaction and how to attract the potential students become an important issue for those universities and technology colleges. Due to the importance of application of CRM to schools, this study samples from one of the technology college and takes its department of business administration as the study case and then applies the introduced steps of industrial CRM to it. Through case study, this study can provide a practical reference for those schools and departments. |
本系統中英文摘要資訊取自各篇刊載內容。