University Incentive-based Customer Relationship Management Research

While entering into the 21st century, the trend of economic globalization strengthens obviously, the scientific revolution develops rapidly, and the international competition becomes more intense. After entering into WTO, new opportunity and severe challenge will be brought into China. Especially, the competition in the field of human resources will intensify. The institution of higher learning, as the main field to foster human resources, will unavoidably become the focus for competing for the human resources, and must become one of the places which will be blasted enormously and seriously. In front of these challenges, the universities and colleges, as a strong new force to prosper the country with science and education, devote themselves into the intellectual industry, including the scientific creativity and training round-developed talents with creative spirit and practical capability. It is the management and utilization of human resources in the university that decide whether we can train higher qualified men of profession, whether we can obtain new development in researches, whether we can meet the demand of social development and opening to the outside world. Hence, this condition demands urgently the university to further emancipate the mind, renew the idea, and improve the management, development and utilization of human resources with the spirit of pioneering and creativity.According to the researching background above, this thesis would like to make a research into the human resources management in the institution of higher learning. I will import the idea of CRM, which is popular among enterprise, into university. I regard the teachers as the internal customers of university; and through improving the degree of satisfaction among teachers, the teaching and researching level must be increased, which will eventually lead to the improvement of satisfaction among students and that of competition of the university.This thesis includes five chapters:First Chapter: introduce the characteristics of human resources management in university; analyze the current condition and the problems, and then the content forresearch, the research method, and the structure of the thesis.Second Chapter: import the idea of CRM-introduce CRM's background and content, the identification of the degree of customer's satisfaction, and especially introduce what is internal customer and emphasize on the differences between internal customer for enterprise and the teacher as internal customer for university.Third Chapter: study the method to improve the degree of teacher's satisfaction-stimulating mechanism. Based on CRM, I will design a set of stimulatingmechanisms suitable to the various characteristics of the teachers of higher education.Forth Chapter: carry out the research in stimulating measure, and put forward aproposal-implement the stimulating measure from seven aspects.Fifth Chapter: make a conclusion of the main ideas, the defects and the prospects for the human resources development trend of university in the future.