Research On Construction Of The Student Relationship Management System Of The R University

In view of the importance of the student’s satisfaction, which can directly impact the comprehensive strength of a university, thus affecting the university rankings, it is imperative to re-examine the relationship between students and universities from the perspective of relationship marketing and promote the concept of student relationship management. For the current status and problems of the R university situation, based on the lack of the student relationship management and service function, it is necessary to establish a student relationship management system to be consistent with the actual operating mechanism of the university, which can effectively improve student’s satisfaction and loyalty.In this dissertation, therefore, I’m going to employ such theories as relationship marketing, customer relationship management, student management based on literary analysis and learning from the experience and to use such methods as sample survey, system design so as to analyze the definition, element, structure and function of the student relationship management system, to establish the student relationship management system based on the relationship marketing theory model and CRM application model. Then the empirical research is carried out based on the result of the theoretical studies, the suggestions about the design concept—phased, multi-level, integrative and about the feature of the collaborative innovation system--Feasible, easy operation, low cost are proposed on the implement of the SRM. Then the specific implementation steps of the Application of the SRM are described. The main innovation works of this dissertation are as followed:(1) The concept of the SRM is promoted based on the theories as relationship marketing, customer relationship management, student management from the view of relationship marketing on the relationship definition between the student and university. The education and management functions of the student work are extended to the education, management and service in one of the functions.(2) Such theories are studied as the element, structure and function of the SRM. The suggestion that the student management work is not the duties of the independent department, but the Collaborative Innovation System between the student departments is promoted based on the system design concept and actual situation. The SRM must be Phased, multi-level and integrative.(3) Through the empirical studies,the collaborative innovation student relationship management system-Feasible, easy operation, low cost is established based on actual situation. Then the specific implementation steps of the application of the SRM are described.(4) Through the comparative studies, this dissertation demonstrates the SRM can not only improve student’s satisfaction and loyalty and improve the effectiveness of the student relationship management,but can also improve the student’s lifetime value. The goal that maintain an sustainable development between the student and university of win-win can be achieved.