电大开放教育实施客户关系管理的策略分析——基于基层电大开放教育学生管理视角

Strategic Analysis on the Implementation of Customer Relationship Management in the Open Education in Radio and TV Universities

电大开放教育经过十多年的发展取得了巨大成就,同时面临着严峻的挑战。引入客户关系管理,是提高学生管理的效率和质量,实现开放教育可持续发展的重要途径。基层电大开放教育学生管理应当树立以学生为中心的市场营销观念,拓展学生管理的空间,将学生管理工作分为潜在求学者管理、在校学生教育、学生就业服务、校友跟踪服务四个管理模块进行分层管理,并引入或自主研发CRM软件,建立覆盖全国电大系统的客户管理平台,采用现代CRM管理技术进行学生客户关系管理。

Through a few years of development, open education has gained huge success, but still faces grim challenges. The implementation of customer relationship management is an important way to improve the students＇ management efficiency and quality and to realize the sustainable development of open education. The management of students studying open education in local radio and television university should establish a student-centered market- ing concept, expand their space, the student management work into the potential for scholars, students and education, employment services for students, alumni four tracking service management module for hierarchical management, and introducing or independent research and development of CRM software, the establishment of nationwide TV sys- tem customer management platform, using modem CRM management technology students in customer relationship management.