网络教育中的客户关系管理
发布时间：2018-10-08 13:53
【摘要】：网络教育经历了七年的发展,如今无论是学生人数、试点高校规模、教学资源规模和经济效益都形成了一定的规模,逐渐显现出产业特征。但是随着网络教育的高速发展,许多问题不可避免要显露出来。宏观上,网络教育出现了定位不清晰、产业化矛盾、社会认同度降低以及专门法律和法规缺乏等诸多问题;微观上,网络教育呈现出专业过于集中、教学资源的缺乏和重复建设、网络教育费用较高以及学生缺乏网上学习技能等现象。如何认识和解决这些问题,需要从网络教育市场的角度来重新审视。 网络教育市场潜力巨大,但其发展过程又呈现出不均衡性。从价值链的角度出发,网络教育价值链由试点高校的基础硬件、软件环境、资源建设、教学活动、校外学习中心、招生、学习支持等环节组成。运用五力模型可以看出,目前的网络教育产业存在地区性不平衡、结构上的不合理以及服务差异性不明显等问题。网络教育产品不同一般商品,其本质是网络教育服务。除了具备服务的四种基本特征以外,网络教育服务还具有大众化、教学性、专业化程度高以及个性化特征明显等特点。网络教育服务质量的高低,将直接影响学生对网络教育满意度和忠诚度的高低。提高网络教育服务质量的有效途径之一就是在网络教育中应用客户关系管理。 网络教育客户关系管理是客户价值、关系价值和信息技术三方面相互作用的过程,这不仅有利于网络教育服务提供者与学生之间的沟通,还可以满足学生的个性化需求,提高管理和学习效率。网络教育客户关系管理的目标是能够达到共享和双赢的目的。讨论网络教育客户关系管理,必然要了解谁是网络教育的客户。不论是哪种运营模式,学生应该是网络教育的最终客户,是网络教育的“最终买单者”,校外学习中心和公共服务体系只能作为代理的角色。目前,在我国网络教育试点高校中,仅有少数将客户关系管理的思想和方法引入网络教育服务中。在其实施过程中,一般是利用互联网,将呼叫中心、值机答疑、BBS、SMS、E-mail以及FAQ等技术集成在一起。影响其实施成功与否,需要考虑人、数据、管理和软硬件环境等多方面的因素。
[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.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：G434
本文编号：2257003
[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.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：G434
【引证文献】
相关期刊论文 前1条
1 卢永艳;;客户关系管理在网络教育中的应用[J];现代远距离教育;2008年02期
相关硕士学位论文 前1条
1 文碧桂;基于CRM理念的数字化学习服务模式研究[D];东北师范大学;2010年
，本文编号：2257003
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