摘要：AbstractInteraction between the University and students starts from the student enrols into University as a freshman over the period in which the student lives on campus. Cooperation between University and students has occurred since admission until graduation. When students graduate and then begin their work, the only thing that can make an engagement to alumni is the Alumni Association. Alumni Association will serve as a bridge between the University and alumni. Especially in Thailand, the alumni associations are not much active with enablement of technology as a communication tool for engagement. The problem is lack of communication between alumni and University, this causes consequence problems. For example, the University gets less sponsored by alumni; alumni do not get what they want from University; and so on. The review of literatures in this study concluded that to motivate the participations among alumni members eight factors are needed, e.g. 1) Alumni Demographic, 2) Communications, 3) Value Creation, 4) Awareness, 5) Motivation, 6) Collaboration, 7) Engagement, and 8) Alumni Satisfaction. This study aims to explore an innovative framework for responding to the needs of students and alumni and the alumni relationship management system to support the framework. Evidence from the survey found that University needs cooperation from students and alumni. In contrast, Students and alumni need information from the University as well. The results of the survey findings will lead to further research to identify the factors that contribute to build the innovation of relationship management system that can quickly responses to the Needs of students and alumni.
