Chengdu Post Newspaper Distribution Customer Relationship Management

In recent years, in the process of entering the WTO, the channel of newspaper & magazine issuance is becoming diversiform. Post is no longer the traditionally unique channel of newspaper & magazine issuance. Newspaper & magazine issuance is one of the major operation of Post. Cultural demand is stimulated by the development of economy. Though being greatly potential in the market of Chengdu newspaper & magazine, the progress of Chengdu Post newspaper & magazine issuance is so slow. It's so necessary to find the reason in itself and improve it's service to upgrade the competition superiority of the enterprise. In face of keen competition both inside and outside, Post enterprise has to take efficient steps in way such as marketing, sales, customer service, information management and etc. to gain more customers. CRM, the combine of modern management technology and advanced information technology, rightly provides a series of solution to Post.This thesis aims at the research of Chengdu Post newspaper & magazine issuance CRM scheme. First, the thesis analyzes the internal and external environment of Chengdu Post newspaper & magazine issuance with the help of Michael Baud's five competition power theory and SWOT analytical method, finding it's necessary to put CRM in practice. Second, introduces the situation of Chengdu Post newspaper & magazine issuance CRM at present. Third, locates related problems and points out the reason about operation conception, marketing management, customer service and customer holding. Finally, focus on information management, customer values evaluation, marketing management, improving customer satisfaction and the customer loyalty, innovating management idea, reforging operation flow, enhancing the diathesis of employee.Through deep particular investigation and research on the operation, referring to internal datum, with the help of management science tools, such as stratagem management, MIS, marketing management, operation and HR management, the author firstly gives a all-sided survey to Chengdu Post newspaper & magazine issuance, secondly, brings forward a module of customer and product information management, a structure figure of customer subdivision, an evaluation system of customer value based on AHP , a suitable strategy of applying database marketing and one-to-one marketing, a function flow of the CRM of Chengdu Post newspaper & magazine issuance, then tests and calculates the customer satisfaction and customer loyalty by questionnaire, finally give reasonable betterment suggestion on organization structure, operation flow and the diathesis of employee.The work will be effectively helpful to the development of Chengdu Post newspaper & magazine issuance operation.