Ambidextrous Development Model of University Continuing Education in Yunnan Province Based on CRM
Based on the analysis of current situation of continuing education and novel opportunities for its development, the paper proposed, from the perspective of Customer Relationship Management (CRM), an ambidextrous development model of university’s continuing education, i.e., a model which can help to achieve both exploration and exploitation in the development of university continuing education. Specifically, on the basis of rational allocation of current educational resources, not only to remain the current development of continuing education, but to shift in accordance with the changing of external environment. The paper employed the theory of CRM to analyze the characteristics of different levels of learners in university’s continuing education, to accurately grasp the learning objectives and needs of them, and proposed the tactics of establishing ambidextrous model of the development of university’s continuing education in Yunnan in agreement with the current situation of Yunnan universities.
KeywordsYunnan University Continuing Education Ambidextrous development model Customer relationship management
This article is a stage results of a “12th 5-year Plan” adult education research program, named “Study on Dual Development Model of Adult Education of Universities in Western Area Based on the CRM Theory”, approved by China Association for Adult Education, (Grant No. 2011-039Y).
- 2.National long-term education reform and development plan (2010–2020), (2010) 7Google Scholar
- 3.Yu Z, Li C-W (2006) Ambidextrous organization research review. Shanghai Foreign Econ Manage 28(1):1–8 Google Scholar
- 4.Lu H, Li G (2005) Customer value theory inspiration college of modern distance education development. China Education Tech 8:45–47Google Scholar
- 5.Zhan Z, Ye H (2008) Zhanrui Hua Mei Hu the CRM perspective of modern distance education management model building. China Education Tech 8:34–38Google Scholar
- 6.Zuo H, Li Z, Wang R (2010) The empirical research on study demand of adult education students based on CRM [C]. International conference on educational and information technology, vol 6. Chongqing, China, 17–19 September 2010, pp 19–22Google Scholar
- 7.Zhou J, knowledge X (2009) The dual organizations build the research frontier. Foreign Econ Manage 31(01):50–57Google Scholar