大專院校畢業校友關係管理之研究—以某私立大學為例

A Case Study of Alumni Relationship Management in a Private University in Taiwan.

顏士綸(Shih-Lun Yen)

指導教授 ： 吳明泉

長榮大學/資訊暨工程學院/資訊管理學系(所)/碩士(2012年)

https://doi.org/10.6833/CJCU.2012.00081

摘要

校友關係管理（Alumni Relationship Management, ARM） 與校友職涯發展互為影響，因此是學校校務行政與發展重要的一環，台灣私立大學由於資源相對匱乏，經營ARM更顯困難，也使得此議題顯得重要。然國內對於ARM的研究非常稀少，尤其針對畢業之後經營方式鮮有探討。
此研究以某私立大學資管系畢業系友為例，參考顧客關係管理（Customer Relationship Management, CRM）的概念及作法，設計一問卷探討改善ARM的作法需求。
研究結果發現：經營ARM宜掌握重點校友成效較佳，普遍校友對學校（系）仍有很多期待空間，其中對電子書借閱服務需求最為殷切，也有存在某些顧慮（如資料外洩及不當使用），此外，運用社群網站協助聯繫亦是眾所樂見的作法。本研究成果可提供ARM研究參考，亦可作為各校經營的方針。

關鍵字

校友 ； 校友關係管理 ； 顧客關係管理

並列摘要

Since the Alumni Relationship Management (ARM) inter-influences with the career development of alumni, most institutions consider it an important issue in their school administration and development. The issue becomes even more critical for private institutions in Taiwan for they, with less resource, tend to have more difficulties in implementing ARM. However, little research has coverage about ARM in Taiwan, and even less can be found to focus on feasible practices at the post-graduate stage.
This research attempted to look for such feasible ARM practices by conducting a survey on the alumni of a private university with a questionnaire developed from theories of Customer Relationship Management (CRM).
The results show that ARM can reap more effectively and efficiently by targeting key alumni rather than the whole population. Generally, most alumni expect more to be done both from the department and school level to improve services, such as electronic books service. Alumni also reveal their concerns, such as the possibility of misuse of leaking personal data. Moreover, they applaud the idea to use popular social network websites such as Facebook to boost connection among alumni. The result may provide a useful reference for other ARM studies and a guideline for institutions in the ARM implementation.

並列關鍵字

Alumni ； Alumni Relationship Management ； Customer Relationship Management

參考文獻

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