| Today, the network has entered a new era, and Internet media must be starting to focus on relationships, especially with the customer relationship. Customers of Internet media are relatively complex, so, lack of awareness for the customer base and the relationship between customer and media would be longer-term barriers to the healthy development of network media. In this paper, I try to approach a customer-centric management strategy for network media by customer relationship management (CRM) theory.First, through the survey and analysis of current materials, I found some concepts are not clearly defined in the current business and academia. And most importantly, there are still some misconceptions in practice about customer relationship management. At the same time, there exist a lot of problems about the study of CRM of media. Thus, there are several sections of anatomizing and concluding to the related concepts in the paper. Some of the main problems and errors are the research focus of this thesis, and I attempt to put forward some ideas for solving them.For online media, the different business models will lead to different CUSTOMER groups. To make targeted and rigorous study, therefore, the research object of this paper is professional Internet News organizations, which of entity is the news website. On the other hand, customer relationship management is a relatively large system in which Customer Relationship Lifetime is comprehensive, dynamic and basic. The management about Customer Relationship Lifetime plays the important role of the entire CRM system. To sum up, this paper focuses on the dynamic process of customer relationship management by studying customer relationship lifetime.One of the main achievements of this paper is defining who customers of the professional Netnews organizations are. I think customers of media organizations are the integration of audience and advertisers. On the basis of the viewpoint, this paper gives a further analysis on customer composition of the professional Netnews organizations.Another research finding is to summarize status of the relationship between different types of customer and website in different stages of relationship lifetime, and put forward some corresponding suggestion. Then I built comprehensive customer relationship model of the professional Netnews organizations.Finally, through upwards research, the conclusion indicated as follows: different types of customer groups can be managed uniformly in the overall customer relationship management system. Based on each type of customer in different phase of relationship life, the measures taken and tool used by the professional Netnews organizations are all the organic component of customer relationship management system, and can be integrated into the whole customer relationship management system by means of the collaboration among different departments.This paper uses the concept of induction and deduction as the main research method. Meanwhile, Internet media organizations also formed its own business model through the long period of development. The analysis of the paper is based on its business model, so in the course of discussion abundant examples was provided. |
