On Discussion And Design Of China's CRM Implementing Scheme In Colleges And Universities

Ever since its reform and opening up, various domains of Chinese society have undergone great changes along with the deepening of China's socialistic marketing economical system reform. As a result, such changes will inevitably affect the field of higher education.Currently, higher education in China is strongly impacted by the process of marketization. With the increasing expansion of college enrollment, optimizing and improving allocative efficiency of higher education resources so as to promote the sooth development of higher education reform, has become a very important research subject. As a major component of higher education in China, every move of higher learning institutions is closely related to the success of the entire reform.Dwelling on the difficulties which existed in the aspect of colleges and universities management, the author of this thesis proposes to design a CRM Implementation Scheme which is suitable for the current situation of Chinese colleges and universities by introducing "Customer Relatioship Management" (CRM Theory, which is very successful in the field of management in profit-making organizations) and combining the current situation of China's colleges and universities.The core idea of CRM theory is based on "customer-centric", ie. its concept of customer serive is to achieve customer satisfaction and customer loyalty to the maxium extent. In the meanwhile, it intends to comprehensively enhance the personalized service to customers by applying modern informantion technology tools. In this thesis, the author will apply this concept to the management of colleges and universities, striving to provide a new management idea for administrative personnels in higher learning institutions.The author intends to address various problems which currently exist in management of colleges and universities by applying CRM theory and information technology. During the process, the author will adopt the research method of basic theory in combination with empirical study, and at the same time, taking current situation of China's collegs and universites into consideration.The whole thesis consists of six parts. The first chapter introduces the current situation of higher education and management difficulties of colleges and universities, thus leading to the solution to various problems, ie. the main content of this thesis—CRM Implementation Scheme for Colleges and Universities;The second part is literature review and summary. In this chapter, the author offers a detailed description of current situation of marketing theory in colleges and universities. the development process of CRM theory and its core content, and its applications in various fields and industries. CRM theory is gradually introduced into the management of colleges and universities and analyzed in terms of necessity, significance, feasibility, particularity and functionality;Chapter three introduces the thinking and methods of carrying out this study and explains the involved basic research theories. Meanwhile, it proposes the related assumption for the empirical research in chapter four;Chapter four is the part of empirical research in which the whole process of empirical study is described in detail;Chapter five is the focus of this study in which CRM Implementation Scheme in colleges and universities is elaborately planned and designed;Chapter six is summary and prospects for the study. On the basis of a brief summary of the study, the innovations and limitations of the study has been pointed out and future developments in the field of the study were envisioned.