| 致谢 | 第3-4页 |
| 摘要 | 第4-5页 |
| ABSTRACT | 第5页 |
| 1. Background | 第8-20页 |
| 1.1 How are people making decisions? | 第10-11页 |
| 1.2 Computer and business intelligence | 第11-13页 |
| 1.3 How is higher education responding to data era? | 第13-20页 |
| 1.3.1 Higher education industry overseas and CRM | 第14-16页 |
| 1.3.2 Georgetown University and CRM | 第16-17页 |
| 1.3.3 China's higher education industry and CRM | 第17-20页 |
| 2. Purpose of Study | 第20-26页 |
| 2.1 Data-drive decision making in higher education | 第20页 |
| 2.2 CRM is an effective tool | 第20-21页 |
| 2.3 Users'CRM usage satisfaction depends on many variables | 第21页 |
| 2.4 The feasibility of implementing CRM in continuing studies in China | 第21-23页 |
| 2.4.1 The need for market competition | 第21-22页 |
| 2.4.2 The need for individual needs | 第22页 |
| 2.4.3 The need to keep pace with the times | 第22-23页 |
| 2.5 The expected benefits of CRM implementation | 第23页 |
| 2.6 Recommendations for CRM implementation | 第23-26页 |
| 2.6.1 To establish a student centered management concept | 第23-24页 |
| 2.6.2 To provide a student centered personality service | 第24-25页 |
| 2.6.3 To build a student centered business process | 第25-26页 |
| 3. Literature Review | 第26-36页 |
| 3.1 Higher Education in China | 第26-27页 |
| 3.2 Evolution of Decision-Making | 第27-29页 |
| 3.3. Information flood | 第29-30页 |
| 3.4 Data progression to wisdom | 第30页 |
| 3.5 Customer Relationship Management (CRM) | 第30-31页 |
| 3.6 Why Higher Education Needs CRM | 第31页 |
| 3.7 Benefits of CRM to Higher Education | 第31-33页 |
| 3.8 Technology Acceptance Models | 第33-34页 |
| 3.9 Other Related Concepts | 第34-36页 |
| 4.Georgetown CRM Model | 第36-37页 |
| 5.Methodology | 第37-42页 |
| 5.1 Research Design | 第37-38页 |
| 5.2 Population | 第38页 |
| 5.3 Procedure | 第38-39页 |
| 5.4 Users' Satisfaction Model | 第39-42页 |
| 6. Data Results | 第42-56页 |
| 6.1 CRM Use | 第42-44页 |
| 6.2 CRM Success Evaluation | 第44-45页 |
| 6.3 CRM Use Influence | 第45-47页 |
| 6.4 CRM Data | 第47-50页 |
| 6.5 Users' Satisfaction Model | 第50-56页 |
| 6.5.1 Hypothesis | 第51页 |
| 6.5.2 Regression Test | 第51-54页 |
| 6.5.3 Model Interpretation | 第54-56页 |
| 7. Conclusion and Recommendations | 第56-59页 |
| References | 第59-61页 |
| Appendix Ⅰ Survey Questions | 第61-65页 |
