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当前,我国的报业竞争主要表现为新闻竞争、广告竞争、发行竞争、服务竞争和管理竞争等五个方面,这五种竞争与报社的客户关系管理紧密关联。但长期以来,我国报业采用“人工式”的客户关系管理机制,公众服务、读者服务、广告商服务等职能分散于报社的各个部门。在激烈竞争的报业市场上,报社需要整合客户关系资源,受众、广告商需要互动式、“一站式”的客户关系服务。这种差距客观上要求报业引入更先进的客户关系管理系统。
At present, the newspaper competition in our country is mainly manifested in five aspects: news competition, advertisement competition, distribution competition, service competition and management competition. These five kinds of competition are closely related to newspaper customer relationship management. However, for a long time, China's newspaper industry has adopted a “man-made” customer relationship management mechanism in which various functions of public service, reader service and advertiser service are scattered among newspapers. In the highly competitive newspaper market, newspapers need to integrate customer relationship resources, audiences and advertisers need interactive, “one-stop” customer relationship services. This gap objectively requires the newspaper industry to introduce more advanced customer relationship management systems.