R大学学生关系管理体系构建研究

发布时间：2018-06-18 14:50

本文选题：关系营销 + 学生关系管理　；参考：《北京交通大学》2012年硕士论文

【摘要】：基于学生满意度直接影响到大学的综合实力,从而影响大学的排名位置,从关系营销的视角重新审视学生与学校的关系,并提出学生关系管理的理念,是改善排名位置的迫切需求,针对当前R大学学生管理工作的现状,发现学生关系管理工作及服务职能缺失的问题,通过国外Y大学的经验借鉴,有必要构建符合大学实际运行机制的、能有效提高学生满意度和忠诚度的学生关系管理体系。本文通过文献研究、经验借鉴,综合运用关系营销、客户关系管理、学生管理等理论以及抽样调查、系统设计的方法,分析学生关系管理体系的定义、要素、结构与功能,并结合关系营销理论模型及CRM应用模型建立R大学的学生关系管理体系模型,并展开实证研究,提出“分阶段、多层次、一体化”的设计理念,构建可行、易操作、低成本运作的协同创新体系。并详述具体的实施步骤。本文创新性成果主要体现为：第一、本文从关系营销的视角重新定义学生与学校的关系,结合客户关系管理和学生管理工作的相关理论,提出“学生关系管理”的理念,将学生工作的教育、管理职能扩展为教育、管理、服务三位于一体的职能；第二、本文对学生关系管理系统的要素、结构和功能进行了理论研究,并从实际情况出发,用系统设计的思想,提出学生关系管理工作不再是各学生接触部门各司其职的工作,而应该是一个各学生接触部门协同创新的体系,该体系需体现“分阶段、多层次、一体化”的设计理念；第三、本文通过实证研究、构建了一个可行、易操作、低成本的实际R大学学生关系管理体系蓝图,并详述具体的实施步骤,提出了具体的理论结合实际的应用方案。第四、本文通过比较分析,证明了该系统可以有效的提高学生的满意度和忠诚度,改善学生关系管理成效,维护学生的终身价值,从而达到学生与学校共同可持续发展的双赢。
[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.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G647

【参考文献】