The Research On Readers Relationship Management Of Magazine In China

In the current competitive market, the reader has become a variety of media for the center.Reader Relationship Management, which derives from Customer Relationship Management(CRM), belong to the innovation of the research domain of this paper.From the current situation of the research, the author finds most of the research is focused on the editing features, marketing strategy, and location of the magazine.This paper is intended to combine the theory of relationship marketing, customer segmentation and customer value,and discusses the current situation, contents and principles of the relationship management for the magazine readers, and puts forward some constructive tactics..The first part of the article introduces the theory of CRM, and analyses the research situation of the CRM and relatively concentrated point of view, and introduces the magazine readers in China relationship management research present situation and the main points on the basis of it.This study, the second,third,fourth,fifth parts are the main part of the article.The second chapter mainly introduced the present situation and existing problems of Chinese Readers Relationship Management. The third chapter introduces the necessity of the implement of the magazine reader relationship management, it mainly due to the change of market environment.The fourth chapter tells the the contents and goals of Reader Relationship Management, mainly include identification of readers, to keep the reader and expand new readers.The fifth chapter puts forward the corresponding strategy,such as, magazine must to change ideas,to create the reader database,to use the social CRM.And finally discusses how to keep readers loyal,it mainly on the basis of perfect database and social CRM. Through improving the services and marketing methods, to cultivate magazine readers' loyalty, to form good interaction between magazine with readers.The magazine industry in our country, at present, more and more magazine realize the importance of Readers Relationship Management,and put it as an important part of magazine management.But there are some problems in the magazine for readers relationship management.The magazine industry should strengthen the consciousness of readers standard, and improve the construction of information technology for magazine's Readers Relationship Management.It fully rely on the social media, the social CRM to the magazine relationship management process.