【摘要】 关系营销的出现改变了营销学的研究范式,它强调某一组织与其利益相关者之间互相信任的关系和长期价值。从关系营销视角出发,研究高校与其利益相关者(学生、用人单位、教职员工、供应商和外部伙伴)的关系及其管理,有利于高校的管理理念从注重短期利益转变为注重长期价值,从加强行政管理转变为加强双向沟通,从监督教师提高教学质量转变为全体教职员工共同关注质量。更多还原

【Abstract】 The emergence of Relationship Marketing changed the marketing research paradigm.It emphasizes the trustful relationship between an organization and its stakeholders and the long-term value.From the perspective of Relationship Marketing,this paper discusses the relationships between higher learning institutions and their stakeholders(university students,employers,employees,suppliers and external partners) and marketing management.It also points out that the management ideas of higher learning institutions should shift from focusing on short-term interest to long-term value,from strengthening administration to enhancing two-way communication,from forcing teachers to improve teaching quality to involving all employees in quality management.更多还原