基于kcrm的网络出版营销模式的研究-传播学专业论文.docxVIP

中国科学技术大学硕士学位论文 中国科学技术大学硕士学位论文 基于KCRM的网络出版营销模式的研究 ABSTRACT Web publishing is outcome of traditional publishing and rapidly developing computer network、mulitimedia technique，which is the focus of publishing industry in the 21th century．However,many web publishing corporations have faced management bottlenecks．Combining successful management cases of some famous web publishing corporations and achievements of many researchers in publishing and management fields， this dissertation analyse the management difficulties of web publishing corporations，and brings forward our point，that is，the main factor which leads to these difficulties is the low possession ofvaluble customers． To increase the possession of valuble customers，and ultimately to gain more profit，the customers’satisfaciton and custormers’loyalties should be improved．This dissertation introduces customer relationship management theory,knowledge management theory and customer intelligence technique to construct a KCRM model facing web publishing corporations．Based on web platform，this model includes four main components，that iS，the collection and discovery of customers’knowledge，the coding and organizing of customers’knowledge，the communication and sharing of customers’knowledge，the application and innovation of custonler knowledge，each component associates a corresponding subsystem of the KCRM model．Through this model，valubal customer knowledge Can be achieved to support web publishing enterprise to make more reasonable decision．Based on the customer knowledge achieved through the KCRM model，this dissertation introduces marketing theory，and put forword corresponding marketing policies，and it combines customer individual knowledge，customer class knowledge，corporation comprehensive knowledge to illustrate these policies from different points of view． Key words：Web Publishing、KCRM、Knowledge Management、Intemet Marketing ．2． 中国科学技术大学硕士学位论文 中国科学技术大学硕士学位论文 基于KCRM的