Research on Transformation of University Organizational Structure Based on CE Theory

In research of marketing field, customer equity (CE) has been regarded as a central measure for estimating an organization´s competitive advantage at present and in the future. University can be seen as a special economic organization and it also has its own CE. Therefore, university should innovate its organization structure to adapt itself to its own customer equity management (CEM) and thus to promote the formation of its endogenous dynamic mechanisms. Research result shows that the unibersity´s organizational structure should distinguish between different systems to select different structural models. Specifically, an appropriate hierarchy model, such as decentralization division structure, can be selected and used as the organizational structure for the university´s administrative systems. While the university´s academic system can select the model of matrix structure.