多面向關係行銷在學校之應用

Applications of Multidimensional Relationship Marketing to Schools

10.6423/HHHC.201209.0154

何瑞枝(Jui-Chih Ho)

關係行銷 ； 信任 ； 承諾 ； 溝通 ； 衝突處理 ； 忠誠度 ； Relationship Marketing ； Trust ； Commitment ； Communication ； Conflict handling ； Loyalty

學校行政

81期（2012 / 09 / 01）

154 - 172

繁體中文

近年來，國內大專院校面臨日趨激烈之競爭，認為學校除了關切內部行銷、外部行銷及公共關係外，應全面改以關係為基礎的行銷操作，轉變與學校各利害關係人建立與維繫長久的良好關係上，根據國內外的相關研究發現，信任、承諾、溝通、衝突處理及忠誠度是關係行銷建構的重要因素，而成功的關係行銷可為學校帶來許多效益。本研究首先介紹關係行銷理論的起源與效益，其次說明關係行銷模式、重要相關構面、關係行銷的多面向操作，最後提出多面向關係行銷在學校經營的應用，以供學校行政工作參考。

In recent year, along with the gradually intense competition between domestic colleges and universities, most school administrations thought that in addition to concern for internal and external marketing and public relations, they should be totally changed into the relationship-based marketing operation, and turn into establishing and maintaining a good relationship with interested personnel of schools. According to related domestic and foreign researches, the results discovered that trust, commitment, communication, conflict handling and loyalty, were those key factors to setup the relationship marketing; in addition, successful relationship marketing is able to bring numerous benefits for schools. This study is firstly introduced the origin and benefit for the theory of relationship marketing, next is explained the relationship marketing models, important related facets, and multidimensional operation of relationship marketing, and, at last, proposed the applications of multidimensional relationship marketing to schools so as to be the reference for schools' administrative works.

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