臺灣博碩士論文加值系統

在國家財政吃緊的今天，教育預算捉襟見肘，政府能夠給予各大學院校之補助相當有限，因此各大學院校自籌經費支持校務運作已成必然趨勢。儘管有部份大學院校可以爭取到企業或財團法人經費上的支持，但校友募捐仍是大部分大學院校主要的經費來源。校友募捐既為各大學院校仰賴生存十分重要的一環，則如何和校友維繫良好關係、進而提升校友捐款意願之重要性便相形提高。
校友相關文獻指出與校友培養良好且長久的關係對於增加校友捐款意願有著正向且顯著的影響。再者，文獻指出關係行銷手法可被運用於校友與母校之間長久關係的維繫上，此研究課題已成為近年來相當受到關注的新興研究領域。然而，以關係行銷為根基的校友募捐研究尚屬匱乏。
綜合以上所述，此研究以『顧客關係管理』，從關係行銷衍伸而來之行銷手法，作為校友與母校長久關係發展的理論根基，提出一校友關係管理之架構並採用資料探勘手法- 模式樹將美國CAE組織所蒐集到之美國公私立大學校友募捐資料運用於模式樹之建構上。六種不同類別的校友募捐資料分別被建構成六棵模式樹，同時產出每棵模式樹所對應之相關係數。藉由分析模式樹之結構及其相關係數將校友資料轉換為有用之校友知識，進而發展出具參考價值之校友關係管理策略的具體建議。大學院校可以本研究所提出之校友關係管理架構為基礎，針對不同特徵族群之校友進行校友知識挖掘，並參考本研究所提出之校友關係管理策略的具體建議，發展出適合各族群之校友關係管理策略，以加深校友與母校之關係緊密度，以提升校友捐款之意願。

State appropriations to higher education have declined relative to the rising costs of educating students and the ability of states to fund higher education. In this changing landscape of financing higher education, institutions of higher education are increasingly relying upon private support to keep their programs competitive. As charitable giving of alumni has always been the most significant source of revenue for higher education institutions, it becomes imperative for higher education institutions to cultivate a pool of loyal alumni donors.
Existing studies of alumni reveal that cultivating a long- lasting relationship between alumni and their alma mater is significantly important to fostering alumni donors. In fact, long-term relationship between alumni donors and their alma mater has been studied from a relationship marketing perspective and has sparked a new interest in relational marketing. However, researches of alumni donation based on relational or marketing approach is still scarce.
This research aims to explore the field of long-term relationship between alumni and university based on the concepts and principles of Customer Relationship Management (CRM), a relational marketing approach evolved from relationship marketing. A strategic framework of Alumni Relationship Management (ARM) is proposed and application of the proposed framework is demonstrated with model tree as the research methodology to analyze and transform alumni data of American higher education institutions into useful alumni knowledge. Based on the result of analysis, concrete suggestions for decision makers to develop ARM strategies are delineated at the end of the research.

摘要 I
ABSTRACT II
ACKNOWLEDGEMENT III
TABLE OF CONTENTS IV
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATIONS 1
1.2 RESEARCH OBJECTIVES 3
1.3 RESEARCH LIMITATIONS 3
1.4 ORGANIZATION OF RESEARCH 3
CHAPTER 2 LITERATURE REVIEW 5
2.1 ALUMNI GIVING 5
2.2 CUSTOMER RELATIONSHIP MANAGEMENT (CRM) 12
2.2.1 Customer Knowledge and Customer Knowledge Competence 12
2.2.2 Knowledge Discovery 16
2.2.3 Knowledge Application 20
CHAPTER 3 RESEARCH FRAMEWORK AND METHODOLOGY 26
3.1 STRATEGIC FRAMEWORK ON ARM IMPLEMENTATION 26
3.1.1 Background of the strategic framework on ARM implementation 26
3.1.2. Development of the strategic framework on ARM implementation 30
3.2 METHODOLOGY 35
3.2.1. The Concept of Model tree 35
3.2.2. Data preprocessing 36
3.2.3. Construction of model tree 38
CHAPTER 4 DATA ANALYSIS 41
4.1 DATA PREPROCESSING 42
4.1.1 Description of selected attributes 42
4.1.2 Adjusted attributes 44
4.2 RESULTS AND EVALUATION 46
4.2.1 Results for Public Higher Education Institutions 47
4.2.2 Results for Private Higher Education Institutions 54
4.3 DISCUSSION 61
CHAPTER 5 CONCLUSIONS AND FUTURE DIRECTIONS 78
5.1 RESEARCH FINDINGS 80
5.2 FUTURE RESEARCH DIRECTIONS 82
REFERENCE 83

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