英文摘要 |
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. |