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论文编号：	2120
作者编号：	2120051928
上传时间：	2010/4/28 14:36:43
中文题目：	市场驱动型广告客户关系管理及策略研究
英文题目：	Market driven Customer relationship management Television advertisement
指导老师：	白长虹
中文关键字：	市场驱动 客户关系管理 电视广告
英文关键字：	Market driven Customer relationship management Television advertisement
中文摘要：	在电视媒介过剩、供求失衡的背景下，电视广告经营已经要求从粗放式经营到精细化管理的阶段。当今电视广告经营要求以广告客户为中心，注重与广告客户的长效关系，要求对广告客户经营从量变到质变的过程中,实现赢利的增长，这就对电视广告经营提出了更高的要求。 客户关系管理的研究成果被广泛应用于包括媒体产业在内的各行各业的经营领域中，它给产业经营者带来一个完全不同以往的经济视角和一个全新的经营理念。市场驱动作为一种吸引、维系和保持高价值客户的模式，与客户关系管理都强调以客户为中心，注重客户价值的研究等。由于为广告客户创造和传递价值是由各个部门协作完成，电视台需要以市场驱动理论为依据，建立一套横向整合各职能、业务的完整的流程体系，同时对与广告客户接触的各个环节进行统一管理，即客户关系管理，使客户价值的传递和积累始终朝着一个方向前进，就需要市场驱动型的客户关系管理模式。 依托客户关系管理和市场驱动理论内在逻辑联系，建立的市场驱动型电视广告客户关系管理逻辑框架，正是有助于解决电视广告经营的升级问题。以广告客户为中心，注重客户价值、注重长效关系、以及赢利性是成为市场驱动型广告客户关系管理的三大原则。市场驱动型广告客户关系管理，通过对价值客户的识别、维系和保持，建立与广告客户的长效关系，提供服务组合，从而为广告客户提供更多的增值服务，提高广告客户的满意和忠诚度，进而提高销售利润,实现长久赢利性。 同时，本文还就对如何识别价值客户提出了策略建议：客户细分、差异化服务、建立客户信息管理数据库等；对维系和保持价值客户主要从全程服务、服务沟通、渠道优化等方面进行了阐述。从而保证市场驱动型电视广告客户关系管理模式的应用价值。
英文摘要：	In the television overmuch, supply and demand unbalance background, television advertisement operation is gradual from extensive cultivation to fine management. It requests more for advertisement customer relationship management as advertisement management asks to focus on advertisement client, paying attention to long relationship with clients, and customer management increase from quantity to quality which implement profit rise. Customer Relationship Management extensively uses in many industries as a successful management including Media. It brings a new economy angle of view and operation method to industry managers. Market driven is the base point that it has the internal commonness with Customer Relationship Management which emphasizes to attracting, holding and retaining high value customers. Both highlight customer and customer value research. It is collaboration for different departments to create and deliver value, so televisions need to build a whole process system which integrates every function and operation by landscape orientation based on market driven theory, and it manages every touched customer’s tache which makes customer value accumulating and delivering to one way. So we need market-driven customer relationship management for TV advertisement operation. Market-driven television advertisement customer relationship management makes for solving these problems which rely on the internal logistic relation between customer relationship management and market driven theories. This pattern has three fundamentals including advertisement customer-oriented and emphasis customer value, long relationship, and profit, which has three approaches, valuable customer attracting, holding and retaining. Market-driven television advertisement customer relationship management stresses long relation, supplies service mix to provide customer with more increment service which can increase customer satisfaction and loyalty and ensure long benefit. Meanwhile, this research gives some suggestion for how to attract valuable customer including customer segment, service differentiation, building customer information database management. And how to hold and retain valuable customer including the whole service, service communication, channel optimize. So these tactics guarantee the applied value for this pattern.
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