数据库营销（Database marketing）.docVIP

数据库营销（Database marketing） Database marketing: a new approach to newspaper industry 2010, 06, 04, 13:57:39 source: Media [big, small, medium] [printing] [off] [Email recommended:] Wen / Zhang Chunlin Luo Bi As a modern marketing tool based on network technology, database marketing is more accurate and effective than traditional marketing methods. Since the newspaper digitization and network provide technical support and platform support for newspaper database marketing, then newspaper advertising management should use database marketing method to realize the transformation and innovation of management mode. On the basis of strengthening the construction and maintenance of readers database, advertiser database, advertising agency, database and so on, the newspaper advertising management can carry out database marketing. Marketing based on advertiser database The establishment of the advertiser database, is conducive to the newspaper on the reality of advertiser relationship maintenance, and to assist the advertising departments to carry out public relations activities of potential advertisers, more conducive to the newspaper carried out according to the major planning activities of the. Based on the advertiser database, we can do advertising management from the aspects of service innovation of advertisers, depth mining of customer advertising requirements, integration of customer resources, activities and marketing. According to the service innovation of advertisers now, advertisers advertising demand diversified and personalized trend of newspaper, to meet the personalized needs of advertisers, it is necessary to strengthen the work of customer service, combined with the actual needs and market conditions to provide guidance in advertising customers running. First of all, according to clients database to classify the advertisers, then set up various kinds of special tailor-made for advertisers, advertising products, advertising differences and personal effects. Qianj