浙江省QH促进会会员关系管理策略研究

发布时间：2018-01-28 08:38

本文关键词： 社会团体会员关系策略　出处：《吉林大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来，随着社会体制的转变和国内经济的发展，社会团体蓬勃发展，在社会经济等各个领域扮演着日益重要的角色，如何促进其健康发展已成为社会普遍关注的课题。会员是构成社团的主体，会员关系在社团发展中具有重要功能，因此正确处理会员关系也成为社团工作的重点之一。由于社团会员的特殊性，很多社团在会员关系管理方面存在难度，因此导致的问题在社团成立初期往往不易被发现和重视，但当社团发展到一定阶段后矛盾就会逐渐凸显，致使社团发展遭遇瓶颈，甚至关系到社团的存亡。如何进行会员关系管理已经成为走向成熟阶段的社团正在遭遇的新难题。浙江省QH促进会，是一家由经过清华大学总裁培训的浙江籍民营企业家自发成立的联合性社团组织，成立至今已有8年时间。社团前期发展迅速，在对外交流活动、社会影响力和会员人数的增长等方面均取得了一定的成绩，但随着社团发展到成熟阶段，由于多种因素造成其会员关系正在经历逐渐衰退的过程，面临着诸如新会员人数不足，会员信息缺乏有效管理，会员参与度和满意度下降等问题，导致社团发展遭遇由会员关系带来的新问题。在如此现状下，浙江省QH促进会必须认真总结会员关系管理中存在的问题，分析会员关系问题产生的原因，并通过多种方式对会员实施有效的会员关系管理策略，以达到发展新会员、提高会员满意度、有效恢复会员关系以及促进社团健康持续发展的目标。本文将客户关系管理理论应用于社团会员关系管理实践中，，通过描述现状、分析原因进而提出策略。基本结构分为六个部分：第一章绪论，介绍选题背景、选题意义、研究内容和研究方法；第二章陈述社会团体及客户关系管理相关理论基础；第三章将理论与实际相结合，把客户关系管理理论应用于社团会员关系管理工作中；第四章介绍浙江省QH促进会会员关系发展阶段与现状，通过SWOT分析详细阐述社团现有会员关系管理模式中存在的优势与劣势、机遇与挑战；第五章针对第四章总结的问题提出会员关系管理策略；第六章结论。
[Abstract]:In recent years, with the transformation of the social system and the development of the domestic economy, social groups are booming and playing an increasingly important role in various fields such as social economy. How to promote its healthy development has become a common concern of the society. The member is the main body of the society, and the member relationship has an important function in the development of the community. Therefore, the correct handling of member relations has become one of the key points of community work. Because of the particularity of community members, many societies have difficulty in member relationship management. As a result, the problems caused in the initial stage of the association are not easy to be found and paid attention to, but when the community develops to a certain stage, the contradictions will gradually become prominent, resulting in the development of the community encountered bottlenecks. Even related to the survival and death of the community, how to carry out membership management has become a new problem that the community is facing in the mature stage. Zhejiang QH Promotion Association (QH) is a joint association of Zhejiang private entrepreneurs trained by the president of Tsinghua University. It has been established for 8 years since its establishment. The early stage of the association has developed rapidly. In the foreign exchange activities, social influence and the growth of the number of members have made certain achievements, but with the development of the community to mature stage. Due to a variety of factors, its membership is going through a process of gradual decline, facing problems such as insufficient number of new members, lack of effective management of membership information, decline in participation and satisfaction of members, and so on. In this case, the QH Promotion Association of Zhejiang Province must sum up the problems existing in the management of membership relations and analyze the causes of the problems. In order to achieve the goal of developing new members, improving the satisfaction of the members, effectively restoring the membership relationship and promoting the healthy and sustainable development of the community, the effective member relationship management strategy is carried out in various ways to achieve the goal of developing new members, improving the satisfaction of the members. This paper applies the theory of customer relationship management to the practice of association member relationship management, through describing the current situation, analyzes the reasons and then puts forward the strategy. The basic structure is divided into six parts: chapter one is introduction, introducing the background of the topic. The significance of the topic, research content and research methods; The second chapter describes the theoretical basis of social groups and customer relationship management; The third chapter combines theory with practice and applies the theory of customer relationship management to the work of association member relationship management. Chapter 4th introduces the development stage and present situation of the membership relationship of Zhejiang QH Promotion Association, and elaborates the strengths and weaknesses, opportunities and challenges in the existing member relationship management mode through SWOT analysis. Chapter 5th puts forward the strategy of member relationship management in view of the problems summarized in Chapter 4th; Chapter 6th conclusion.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：D632.9

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