Dh Media Group, The Outdoor Advertising Business Customer Management Study

Outdoor advertising industry have made great progress in recent years. Therefore, the famous international and domestic groups of enterprises have set up strategic plans in order to occupy the Chinese market. Facing the opportunities and challenges, DH Media Group would try to gain the initative and become the leader of the industry in the keen competition. It needs to do some research how to accomplish the goal.At first, the autor elaborates the theories of Customer Relationship Management(CRM) and Key Account Management(KAM), then analyses the outdoor advertising industry, DH Media Group and the principal competitors. The dissertation can draw a conclusion that KAM has the far-reaching significance to the group. It can help to improve the quality of the products and service, save the operation cost and add up the profit. So it would be emphasized as a strategy about how to obtain the competition advantage. Secondly, the autor assays the exist problems about the KAM of DH Media Group. At last, some proposals are brought up to improve the KAM level related to the strategic partners, CRM system, Key Account Group, perfect service, M &A of media, advertising innovation etc.