广告传媒企业客户关系管理应用研究

发布时间：2019-03-16 21:57

【摘要】：广告传媒行业是一个蕴藏无限商机的行业。近几年,我国广告传媒市场呈现成长回暖的态势。然而,与国外尤其是欧美发达的广告传媒行业相比,我国广告传媒的组织管理水平还相对落后,很多企业和组织者由于缺乏对客户关系管理的认知,无法改善和识别客户的生命周期,忽视数字时代客户对互动性与个性化的需求,导致客户资源逐步流失。因此,研究广告传媒行业的客户关系管理,对促进广告传媒行业的健康发展,深化客户关系管理理论,具有十分重要的理论意义和实践意义。本文运用实证研究的方法,通过对我国广告传媒企业实施CRM的必要性和意义进行探讨,深入剖析广告传媒企业客户关系管理的发展现状及存在问题,提出广告传媒企业实施CRM的策略。主要有三大部分,一部分是从客户生命周期的角度来研究广告传媒行业CRM的实施,包含本行业的市场细分、客户结构以及客户关系水平变量等；一部分是从企业战略管理的角度来研究广告传媒CRM的实施,包含实施流程,基本实施策略,实施保障体系,以及企业文化与CRM的关系等；还有一部分是从系统集成工程的角度研究广告传媒行业CRM,包括CRM应用系统整体结构设计,阐述CRM软件各子系统的功能要求,以及广告传媒行业CRM应用系统实施工程的步骤。
[Abstract]:Advertising media industry is an industry with unlimited business opportunities. In recent years, China's advertising media market has shown a trend of recovery in growth. However, compared with the developed advertising media industry in foreign countries, especially in Europe and the United States, the organizational management level of China's advertising media is still relatively backward, and many enterprises and organizers lack the knowledge of customer relationship management because of their lack of knowledge of customer relationship management. Unable to improve and identify customer life cycle, ignore customer interactive and personalized demand in the digital age, leading to the gradual loss of customer resources. Therefore, the study of customer relationship management in advertising media industry is of great theoretical and practical significance to promote the healthy development of advertising media industry and deepen the theory of customer relationship management. By using the method of empirical research, this paper discusses the necessity and significance of implementing CRM in China's advertising media enterprises, and deeply analyzes the current situation and existing problems of customer relationship management in advertising media enterprises. Put forward the advertising media enterprises to implement the strategy of CRM. There are mainly three parts, part is from the perspective of customer life cycle to study the implementation of the advertising media industry CRM, including the industry of market segmentation, customer structure and customer relationship level variables; Part is to study the implementation of advertising media CRM from the perspective of enterprise strategic management, including the implementation process, basic implementation strategy, implementation security system, as well as the relationship between corporate culture and CRM; The other part studies the whole structure design of CRM, including CRM application system in advertising media industry from the point of view of system integration engineering, expounds the functional requirements of each subsystem of CRM software, and the steps of implementing CRM application system in advertising media industry.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F274;F713.8

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