今晚报红报箱读者资源开发设计方案-软件工程专业论文.docxVIP

摘 要 在当今我国报业平稳发展和市场高度竞争的条件下，各种网媒相继出现，这 种市场环境的变化给纸媒带来了很大的冲击，研究怎样用更新更科学的手段，开 发更广泛便捷的服务领域，从而与客户之间建立忠诚的客户关系，保住老客户吸 引新客户是胜利的关键。因此，应将 CRM 作为一项长期的战略任务，以寻求在 未来的竞争中处于优势地位。 通过分析应用 CRM 相关理论针对今晚报社旗下今晚发行快递股份有限公司 的读者信息资源进行有效的整合管理。在详细了解市场需求和红报箱个性化需求 后，进行了系统的整体设计和详细设计，包含权限管理、销售管理、客户服务与 支持、决策支持管理、呼叫信息管理等模块，构建了一套基于我国传统报业的客 户关系管理系统。由于报业已经过多年的经营，系统通过采集大量原始的消费者 信息并同时跟踪消费者消费情况，借助 RFM 分析模式对客户行为进行分析预测 得到转移矩阵从而细分客户，结合通过客户信息指标对客户进行的分类，来挖掘 潜在客户以及实现精准营销。系统在今晚报红报箱内部测试使用并进行调整以其 更符合企业的个性化需求。最后对在我国传媒业的应用进行了展望。 关键字：读者信息资源管理；客户行为分析；客户细分；潜在客户 Abstract With the stable development and intense competition of newspaper industry, different types of internet media arose successively, which have brought great impact to traditional newspaper. It has become urgent to study newer and better approaches, to broaden wider and easier field of service, in order to establish loyal relations with customers, and thus, to keep the original market and attract new readers. In this case, CRM must be considered as a strategic task in the long run to keep the company competitive in the future. This article has effectively synthesized and managed the readers information resources of Jinwan Distribution Company, belonging to Jinwan Newspaper, with the application of CRM theory. After inspecting the demand of the market and Red Newspaper Boxes, the article has designed the a customer relation management system based on domestic traditional newspaper industry, which includes modules of right management, sales management, customer service and support, decision support management and call information management. Since the newspaper industry has a long history, this system is able to collect information of a great number of readers and tract their consuming condition. With help of RFM analysis model, these information can be used to predict the behavior of customers, get the transition matrix and then subdivide the customers, making it possible to dig out the potential customers and achieve precision marketing. The system has bee