促進學校革新之探討：「顧客關係管理」觀點   全文下載

The study of promoting school reform: a perspective on customer relationship management

就現今少子化的影響下，學校經營與管理皆面臨極大的挑戰，勢必要重新思考如何進行革新作為，追求永續發展。學校經營如能在秉持教育本質的理念下，善用顧客關係管理概念，建立校內外成員的良性關係，將能有效促進學校整體的革新。本文首先論述學校革新的意涵與實務困境，再介紹顧客關係管理的意涵與學校顧客關係管理的重要性，並以學校顧客關係管理觀點，探討實際的案例，融合教師主體、革新社群、資訊融入與革新文化等四個層面，促進學校革新的實踐策略。最後提出運用學校顧客關係管理概念，促進學校革新的建議，共包括：「整合利害關係人，形塑伙伴合作關係」；「善待內部的顧客，凝聚顧客導向文化」；「善用資訊與科技，塑造溝通互動平台」；「秉持教育的使命，創造顧客核心價值」。

Affected by the declining birthrate nowadays， the school manager is facing a great challenge. The educators are bound to reconsider how to innovate the school management as the pursuit of the sustainable development. If the school managers can make good use of the customer relationship management to establish the nice relations between internal and external members， they'll be able to promote an entire school reform effectively. The study first discusses the meaning of school reform and its difficulties in practices. Secondly， it introduces the meaning and the importance of customer relationship management. It also analyzes the real cases in the opinion of school customer relationship management. Integrating four dimensions of the subject of teachers， revolutionary community， incorporating digital techniques and revolutionary culture， the practical strategies to promote the school reform are discussed. Finally， it provides the concept of customer relationship management and gives some suggestions for the school reform， include “Unite the relationship among the stakeholders to shape a new partnership”; “Treat the inner customers well to form the customer-oriented culture”; “More good use of information technology to build up a platform for communication and interaction.”; “Uphold the mission of education to create the core values of customers.”