Readers Resources Development Design For Red Newspaper Boxes Of JINWAN Newspaper

With the stable development and intense competition of newspaper industry, different typesof internet media arose successively, which have brought great impact to traditional newspaper. Ithas become urgent to study newer and better approaches, to broaden wider and easier field ofservice, in order to establish loyal relations with customers, and thus, to keep the original marketand attract new readers. In this case, CRM must be considered as a strategic task in the long run tokeep the company competitive in the future.This article has effectively synthesized and managed the readers’ information resources ofJinwan Distribution Company, belonging to Jinwan Newspaper, with the application of CRMtheory. After inspecting the demand of the market and Red Newspaper Boxes, the article hasdesigned the a customer relation management system based on domestic traditional newspaperindustry, which includes modules of right management, sales management, customer service andsupport, decision support management and call information management. Since the newspaperindustry has a long history, this system is able to collect information of a great number of readersand tract their consuming condition. With help of RFM analysis model, these information can beused to predict the behavior of customers, get the transition matrix and then subdivide thecustomers, making it possible to dig out the potential customers and achieve precision marketing.The system has been tested in Jinwan Newspaper Boxes to meet the special demand of enterprises.At the end of the article, the application of the system in the future in domestic media industry ispredicted and discussed.