私立大學學生事務之經營個案分析：以服務行銷的觀點

A case study on the student service management for private universities: In the view of service marketing

本研究目的主要在於透過服務行銷觀點，以個案分析的方式探討我國當前私立大學可行的學生事務經營方向。學生事務包括準學生、在校生和即將畢業的學生服務，其分析架構是根據內部行銷、外部行銷與互動行銷三個層面，以文獻探討結果推衍出其所屬學生事務經營策略構面，再以服務品質構面檢視各種策略。經由個案分析，研究發現在內部行銷層面方面，應彈性運用規範獎勵與組織架構調整方式達成建立實現學生事務服務承諾能力之目的；在外部行銷方面，學校應靈活運用招生通路並致力於提升學生事務服務績效；在互動行銷層面方面，應以學生對於學生服務之感知為中心，揚棄控制導向，而改採取服務導向的學生事務經營方式。最後從檢視個案的學生事務策略地圖評論個案學校的組織模式與管理模式，並對私立大學學生事務服務行銷提出建議。

The main purpose of this research is to study the issue of student service management， and attempt to propose feasible directions of student service management in the view of service marketing for private universities in Taiwan. Three domains of this research focus on ｀internal marketing＇， ｀external marketing＇ and ｀interactive marketing＇ and push forward their strategic aspects through literature review then view the various strategies with service-based quality component.This research analyzes the student service management strategies of case study university in the view of three domains of service marketing by collection and digest of depth interview and primary data. Finally， this research proposes some finding for private universities. The study found in the domain of internal marketing， school should establish the member＇s abilities which can carry out the promises of student service through criterion and incentive of performance and adjustment of organizational structure. In the domain of external marketing， school should make flexible use of recruitment channels and commitment to improve student service performance of student affairs. In the domain of interactive marketing， school should emphasize most on the student＇s aware of services， and adopt service-oriented mode of operation of student affairs. Finally view the strategy map of student affairs， Comments cases school organization model and management， and marketing recommendations to private universities student affairs services.