摘要伴随着互联网时代的到来,网络上诞生了一种新型的媒体形态——自媒体。在互联网时代,自媒体们凭借免费的产品或服务吸引了庞大的用户群体。然而,如何对其进行客户关系管理成了自媒体们面对的一大难题,甚至阻碍了自媒体的进一步发展。制定并实施适合自媒体的客户关系管理,是自媒体进一步发展的重要保障。45261
本文以“罗辑思维”公司为研究对象,分析其客户关系管理策略,探索适合自媒体的客户关系管理策略。以文献研究为主,通过查阅相关资料获取数据,了解我国自媒体的发展状况及发展环境;再通过案例分析对“罗辑思维”公司进行深入分析研究,提出适合自媒体的客户关系管理策略。
通过对“罗辑思维”公司的分析研究发现,自媒体在对用户进行管理的同时能帮自己解决很多牵制其自身发展的问题;在分析中还发现用户参与、免费经济、区分用户以及多平台并进对于自媒体进行客户关系管理有重大意义。结合自媒体客户关系管理存在的问题,提出改进自媒体客户关系管理的策略,主要有增进用户参与、尝试新的盈利模式、双向的多角度的互动以及进驻多个平台。
毕业论文关键词:客户关系管理; 互动; 用户参与; 盈利模式; 多平台
Abstract
With the advent of the Internet era,a new media forms――We Media was born in the network.In the Internet era,We Media attract a large user base with a free product or service.However,how to management that become a major problem We Media have faced,even hindered the further development of the We Media.Develop and implement appropriate Customer Relationship Management for We Media is very important.
In this paper,"Luogic Show""is a We Media.Analysis of its Customer Relationship Management strategies,to explore Customer Relationship Management strategies for We Media.In literature research-based,data acquisition through access to relevant information,comprehensive and accurate understanding of the self-development and the development of China's We Media environment;and,in-depth analysis of the company――"Luogic Show"through case analysis,combined with self-development of the We Media and its development environment,propose the Customer Relationship Management strategies and ways of thinking for We Media.
By "Luogic Show" company analysis found that Customer Relationship Managemant can solve many problems which will contain its own development,valuable community,We aslo found that user participation,free economy,distinguish users and multi-platform has great significance for the We Media to management their customer.baised on that,we propose the Customer Relationship Management strategies for We Media,such as enhance user participation, the new profit model,Two-way interaction,Multi-platform and so on.
Key words:Customer Relationship Management; Interactive; User participation; Profit model; Multi-platform
目 录
摘 要 1
Abstract 2
一、前言 1
(一)研究背景和意义 1
(二)研究思路及方法 2
二、国内外文献综述 3
三、“罗辑思维”公司的客户关系管理策略述评 5
(一)“罗辑思维”公司客户关系管理策略描述 .5
(二)“罗辑思维”公司客户关系管理策略评价 7
四、自媒体的客户关系管理问题分析 7
(一)缺乏原创性的内容 7
(二)盈利模式不清晰 8
(三)与用户进行的沟通互动有限 8
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