我国杂志读者关系管理研究

发布时间：2018-03-25 21:34

本文选题：读者关系　切入点：读者关系管理　出处：《华中科技大学》2015年硕士论文

【摘要】：在当前竞争激烈的杂志市场中,读者已成为各类媒体的争夺中心。本文将营销学中的客户关系管理理论应用到杂志的读者关系管理中,属于本文研究领域方面的创新。从目前杂志的研究现状来看,笔者发现大部分的研究都是集中于杂志的编辑特色、营销策略、刊物定位等方面。本文拟结合关系营销、客户细分和客户价值等理论,对杂志读者关系管理现状、具体内容和原则等方面进行深入探讨,并提出有建设性的策略。文章第一部分对客户关系管理理论进行了介绍,分析了客户关系管理的研究现状和相对集中的观点。在此基础上介绍了我国杂志读者关系管理研究现状和主要观点。本研究的第二、三、四、五部分是文章的主体部分。第二章主要介绍了我国杂志业实施读者关系管理的必要性,主要是由于市场环境的变化。第三章介绍了我国读者关系管理的现状以及存在的问题。第四章介绍了读者关系管理的思路和内容,管理的思路主要是主动建立读者关系、优化现有读者价值、挽留有价值的读者。管理的内容主要有识别读者、保持读者和拓展新读者三个方面。第五章有针对性地提出了相应的策略,杂志要转变观念、提高读者忠诚,建立读者数据库等,最后探讨了如何结合杂志自身进行社会化CRM建设,主要是在保持读者忠诚度和建立完善的数据库上,通过各种服务的提升和营销方式的改进,并结合杂志本身的特点进行社会化CRM建设,形成良性的杂志读者互动关系。就当前我国杂志业来说,越来越多的杂志意识到读者关系管理的重要性,并将其视为杂志管理的重要组成部分。但是杂志在进行读者关系管理时或多或少有些问题,杂志业应当通过加强“读者本位”意识、提高信息技术建设,充分依靠社会化媒体,将社会化CRM运用到杂志关系管理各个过程中。
[Abstract]:In the current competitive magazine market, readers have become the center of all kinds of media competition. This paper applies the theory of customer relationship management in marketing to the magazine reader relationship management. From the current research status of the magazine, I found that most of the research is focused on the editorial characteristics of the magazine, marketing strategy, publication positioning and other aspects. Based on the theory of customer segmentation and customer value, this paper probes into the current situation, concrete contents and principles of magazine reader relationship management, and puts forward some constructive strategies. The first part of the article introduces the theory of customer relationship management. Based on the analysis of the current research situation and the relatively concentrated viewpoint of customer relationship management, this paper introduces the current situation and main viewpoints of the research on the reader-relationship management of magazines in China. The second chapter mainly introduces the necessity of implementing reader-relationship management in Chinese magazine industry. The third chapter introduces the current situation and existing problems of reader relationship management in China. The fourth chapter introduces the thinking and content of reader relationship management. The content of management includes three aspects: identifying readers, maintaining readers and expanding new readers. Chapter five puts forward the corresponding strategies, the magazine should change the concept, and the content of the management includes three aspects: identifying the readers, maintaining the readers and expanding the new readers. In the end, the author discusses how to build a socialized CRM by combining with the magazine itself, mainly in keeping the loyalty of readers and establishing a perfect database. Through the promotion of various services and the improvement of marketing methods, and in combination with the characteristics of the magazine itself, the socialized CRM construction is carried out to form a benign interactive relationship among magazine readers. As far as the magazine industry in our country is concerned, More and more magazines are aware of the importance of reader relationship management and regard it as an important part of magazine management. The magazine industry should strengthen the "reader-oriented" consciousness, improve the construction of information technology, fully rely on social media, and apply socialized CRM to every process of magazine relationship management.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G237.5

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