上海本土广告公司加强客户关系管理的策略的探讨.docVIP

上海本土广告公司加强客户关系管理的策略的探讨 学院：影视艺术技术学院 专业：广告学 学生姓名：张旭琼 学号指导老师：乌嘉义 目 录 摘要 ······································ 1 ABSTRACT ··································· 2 一、客户关系管理在广告经营中的重要性········ 3 （一）市场格局发生变化，客户地位上升到新高度·· ·············································3 （二）新时代客户关系管理在广告经营中的重要性·· ·············································4 二、上海本土广告公司客户关系管理的现状和不足·· ·············································4 上海本土广告公司客户关系管理所存在的问题····································4 现有广告公司进行客户关系管理的重大误区·· ·············································5 三、改善和加强本土广告公司客户关系管理的策略·· ·············································6 客户关系管理维度的划分 ···············6 加强广告客户关系管理的具体方法及细节··6 四、本土广告公司客户关系管理发展的新思路····12 电子客户关系管理 ····················12 外取客户关系管理 ····················13 服务心理学 ··························14 注释 ······································16 参考文献 ···································17 致谢 ·······································18 摘要 21世纪的广告经营将是客户起决定作用的时代，随着市场格局发生变化，客户的地位可以说上升到一个前所未有的高度。对上海本土广告公司来说，客户是重要资源，实施有效的客户关系管理是一大挑战，广告公司若能将挑战转化为机遇，就能掌握最佳的竞争优势。目前本土广告公司在客户关系管理上存在着许多问题，面对激烈的竞争，上海本土广告公司要想立于不败之地，必须进一步加强客户关系管理。本文主要论述客户关系管理在广告经营中的重要性、本土广告公司客户关系管理的现状和不足以及在未来发展中如何创新，目的是探讨上海本土广告公司如何正确、妥当地处理好客户关系来提高核心竞争力，形成与客户之间合作、融洽、伙伴的关系。 客户关系管理 核心竞争力 ABSTRACT 21century is the age of that client decides everything. Along with the change of marketing structure, clients’ position raise to a new height. Clients are important resource to mainland advertising company. Reinforcing management of clients’ relationships is a big challenge. If advertising company can change the challenge to opportunity, they can master the advantage of competition. At present, there are plenty of problems in management of clients’ relationships. In the face of intense competition, mainland-advertising company must reinforce management of clients’ relationships in order to stand on invincible position. This article mostly discusses importance of clients’ relationships management, current situation and shortage of mainland