顧客關係管理的意涵及其對學校經營的啟示

現今教育改革與少子化影響之下，學校經營管理極需創新思維，追尋永續發展，而顧客關係管理為企業領域重要的管理理論，著重於顧客需求、關係行銷、資訊管理與創造價值等概念，對於學校經營深具啟發性。本文旨在探究顧客關係管理對學校經營的啟示，首先分析顧客關係管理的意義；其次探究顧客關係管理的內涵；第三論述顧客關係管理的相關理論基礎；第四，歸納推動顧客關係管理的關鍵成功因素；第五，探討在學校經營的重要性；第六，提出對學校經營的啟示；最後為結語。

關鍵字

顧客關係管理；學校經營；教育改革

並列摘要

Affected by the education reform and declining birthrate nowadays, the school manager are bound to reconsider how to innovate the school management as the pursuit of the sustainable development. Customer relationship management is important for enterprises in the field of management theory, focus on customer needs, relationship marketing, the concept of information management and value creation, for schools management inspirational. This article aims to explore the inspiration of customer relationship management school management. Firstly, analysis of the significance of customer relationship management; second, to explore the meaning of customer relationship management, the third discusses the basic theory of customer relationship management; fourth, summarized the key success factors driving customer relationship management; fifth, explore the importance of school management; sixth, the proposed implications for school management; finally the conclusion.