【作者】 胡敏；

【导师】 何佳讯；

【作者基本信息】 华东师范大学 ， 企业管理， 2010， 硕士

【摘要】 商学院作为教育机构,一个非盈利组织,要想在行业中处于领先地位必须得认识到商学院客户关系管理重要性。为了实现良好的客户体验,提高商学院的客户满意度和忠诚度,实施客户关系管理系统是改善客户关系管理十分重要的途径。本文基于客户关系管理(CRM)理论的起源和发展基础,介绍了商学院客户关系管理的现状及一般商学院CRM解决方案。结合中欧CRM项目的实践,并且就其成功经验和不足之处得出其它商学院如要成功地实施客户关系管理系统,必须引起重视的几个关键点以及商学院CRM实施规划。本文共分六章：第一章是导论,是对论文选题的背景和意义、研究内容和方法。第二章是理论概述,主要对客户关系管理方面的理论进行概述。第三章是商学院CRM现状及解决方案。当前行业背景下,国内外院校CRM现状；并通过美国大学广泛应用CRM系统来明确客户关系管理是院校发展一个十分重要的方面；最后介绍一般商学院CRM解决方案。第四章是在一般商学院CRM解决方案基础上,介绍中欧CRM项目包括CRM的策略、过程、收益及实施必要性。第五章是探讨中欧实践对其它商学院CRM实施的借鉴,主要包括国内的其它商学院如要实施CRM项目,可以参考中欧CRM实践,但必须注意中欧CRM实施的不足之处,以避免同样的问题重复出现。另外,国内商学院还必须考虑自身的办学环境及体制等情况进行本校需求的CRM规划。在进行详细规划的同时,商学院还必须注意几个关键点,这样才能保证CRM项目在商学院成功地实施。第六章是结论,归纳了本文的基本结论及论文的局限性和进一步研究的展望。基本结论即实施客户关系管理系统,离不开成功CRM管理理念、有效的CRM实施途径与强大CRM技术支持。本文采用二手资料法、案例分析方法、采访方法进行研究。所获得资料来自于学院图书馆图书,专业数据库。更多还原

【Abstract】 As an education institution or non-profit organization, we should recognize the importance of customer relationship management if it is want to be as a leader of this industry. To realize the customer experience and improve the customer satisfaction and loyalty, the implementation of CRM system is a way to enhance customer relationship management.The paper was based on the development of CRM theory, which introduced the CRM situation of business school and the solution for education institution. Combined the practice of CRM implementation of China Europe International Business School (CEIBS), the paper pointed out the successful experience and the existing problems from which other business schools can get a checklist as the basic points of implementation of CRM system. The paper comprised 6 chapters:Chapter 1:An introduction. It is the background, significance, research content and methods of paper.Chapter 2:An overview of theory. It is an overview of the main aspects of customer relationship management theory.Chapter 3:The status and solution of universities and institution’s CRM.Chapter 4:The introduction of CEIBS CRM implementation including strategy, process, evaluation and implementation of necessity.Chapter 5:To explore the enlightenment from the CRM practice of CEIBS. It demonstrated us a common plan of CRM project and also pointed out the existing problems from which other business schools can get a checklist as the basic points of implementation of CRM system.Chapter 6:The conclusion. It summarizes the basic conclusions of this paper and the paper’s limitations and prospects for further research. The general conclusion is that if the business school wants to implement the CRM system successfully, the factors of technology, thought and method are mandate. The paper was finished by literacy searching, case study analysis, interviewing. The information was obtained from the library books, professional E-databases.更多还原