學生自治性社團如何運用關係行銷來與利害關係人互動

現今大多數非營利組織之關係行銷研究是從學校觀點來看，少有研究是針對學生自治性社團為研究對象，因此，本研究決定以自治性社團－學生自治會為例，對全國自治評鑑特優社團加以探討，並以育達商業科技大學學生會（技專組）及逢甲大學學生會（一般大學組）為研究對象，探討兩者如何利用關係行銷策略來吸引、建立、維持、提昇與利害關係人之關係，本研究採用質性深度訪談法，因其較具彈性，可觀察到受訪者非言語的行為，有助於資料的研判，並且可以訪問較為複雜的問題來深入探究。研究發現育達學生會可針對校外組織間建立良好互動關係，可加強學生會走向桃竹苗大專校院、社區、公益團體組織做更緊密的結合與合作關係，有助於未來活動執行辦理達到互惠互助維持雙方良好互動之成效。而逢甲學生會因內部無聯誼性活動，僅辦理會內訓練研習營，建議多增加溫馨聯誼性活動，以加強顧問、幹部、社員、校友間互動關係的維繫與提昇，以利內部傳承經驗、資訊交流及學生會屆與屆間情感關係的維繫。

關鍵字

非營利組織；關係行銷；學生自治社團

並列摘要

Today, most of the relationship marketing research in nonprofit organization is examined from the perspective of university. Very few are related to student autonomy councils. As a result, this research is focus on student autonomy council, based on Yu Da (Polytechnic University) and Feng Chia (University), trying to do a comparative study. This research tries to explore how student councils adopt various strategies including attracting, building, maintaining and promoting the relationship with stakeholders. Qualitative research is adopted and in-depth interviewing was carried out to uncover the findings. The findings suggest that Yu Da can do more interactions and cooperate with external organizations, such as nearby universities, societies and nonprofit organizations. This will enhance the potential benefits of win-win strategies for future activities. For Feng Chia, due to lack of activities getting along with each other, as a result, the relationship with stakeholders such as students, members, and alumni is not as expected. For improving this kind of drawback, more social activities should be organized to maintain and promote each other's relationship. By doing this, an learning organization can be formed and the linkage between stakeholders can be strengthened.