Study Of The Application Of CRM In Undergraduate Career Guidance System

With the rapid growing economy in our country and serious higher education students' employment problem, the effective career guidance is called for to help build up harmonious society nowadays.Based on the hot focus studies in business administration field, the author suggests that Customer Relationship Management (CRM), an effective management theory and a good tool for data collection, data mining and so on can be applied to undergraduate career guidance system.Firstly, the author describes the structure of career guidance system in Dong Hua University and then the contents and the innovation of this dissertation.Secondly, the author analyses the current situation of undergraduate employment in China: the rapid increasing of undergraduates every year since 1998, the improper specialties in current higher education and supply-demand imbalance in labor market. While in other foreign countries there are some good examples from which we can learn.The third chapter first explains that CRM is a necessary choose in the management theory with the development of business ideology and the process of consumer value orientation, second its definition and core, third three major theories: Customer Satisfaction Theory, Customer Relationship Life Cycle Theory and Customer Lifetime Value Theory.The author compares career guidance system with CRM in the fourth chapter and finds there are many similarities between them: they are both market demand oriented, personalized, for customer satisfaction and they both need data processing. While undergraduates are special "labor products" which contain knowledge, abilities and moral characters, whose production line is long. So the application of CRM in undergraduate career guidance system should be specified.In the following chapter the dissertation defines the "customer" in career guidance system. On the base of knowledge and service management, three main CRM subsystems can be built up in career guidance system. In addition, higher education institutions should also give supports to the implementation of building up this new system.This dissertation aims to strengthen career guidance in higher education and tries to find an effective way to improve undergraduate employment. It is an innovation not only to combine CRM theory with undergraduate career guidance but also the building up of practical data warehouse.