企業顧客關係行銷概念在學校之轉化應用：以一國民中學為例

The Transformation and Application of the Enterprise Customer Relationship Marketing Concept in the School: Case Study of a Junior High School

學校在「家長教育選擇權」、「少子化趨勢」與「校園生態轉變」多重壓力下，研究者將企業顧客關係行銷概念轉化應用至學校。為便於聚焦，本研究之「學校顧客」界定在「學生家長」，讓學校吸引、維持及創造與顧客的關係，增進滿意度與忠誠度，創造校際間競爭優勢。透過文獻探討、開放性問卷、工作現場反思，瞭解企業界與學校兩者之「顧客關係行銷」脈絡殊同處，進一步，並以研究者所服務「國民中學」樣本，實施開放性問卷，歸納出一些結果，供關心教育者參考與應用。本研究結果：
1學校顧客價值與期望具有共同性與差異性。
2學校顧客關係行銷需做好內、外部管理。
3學科成績雙峰現象宜採取微區隔服務。
480％學校升學率聲望來自20％之菁英學生創造。
5最有效的行銷策略，採用口語傳播行銷。
6國中行銷目標顧客應鎖定學生家長。
7學校品牌的信賴，導因於優質教學與生活管理。
8學校滿意度，因目標顧客需求而異。

Under the pressure of the education option and the birthrate reduction andcampus-ecosystem the resea rcher transfer the enter prise customer relationshipmarketing into the school. In order to easily focus on the topic，the parents are chosento be the school customer. It is the course that how the school attracting, maintainingand creating the relationship with the customer and promoting the degree of satisfactionand the loyalty to create competitive advantage between schools. This research employsthe analyzing of the past practice and literature，open-ended questionnaire survey andthe self-examination of work in order to interpret the difference between the Businessand the school relationship marketing. Further, after generalizing the survey resultfrom the junior high school that the author works, we get the following results that canbe reference resources and application for educators.Here are the results and findings of the study:1 The value and expectation of the school customer have the commons and variations.2 The school customer relationship marketing should manage both inner and outerparts.3 The phenomenon of the two-humped school grades has to use micro-segmentservice.4 The 80 percent of the popularity of the proportion of students entering schools of ahigher grade comes from the 20 percent of the best student.5 The most effective marketing tactic is the oral disseminative marketing.6 The target customer of the junior high school marketing is the parent.7 The trust of the school brand is due to the excellent education and life management.8 The satisfaction with the school will change because of the target customer demand.