Research On Customer Management Strategy Of Chinese Weekly Newspaper Office

Now, there are about 1900 kinds of newspapers and periodicals published in China each year.among these publications,the largest circulation per period are teaching assistant class newspapers and periodicals. Teaching assistant class publications’total release quantity approximately above 120 million a period, that is equivalent to more than 65% of all the newspaper’s circulation a period for our country. The huge demand for these publications is from the vast number of primary and secondary students who affected by the examination-oriented education in China. Conservative estimate, the market is far from fully explored. China’s teaching assistant newspaper’s market capacity can reach more than 500 million copies a period. Most of teaching assistant newspaper offices growth in 1990s, however, after rapid expansion, these offices generally fall into customer management confusion because there is no introduction of scientific and reasonable customer management system.Chinese weekly newspaper office was founded in 1989,which is in charge of department of education of Hebei Province and sponsored by Hebei Teachers University. The newspaper began to publish for primary school students in 2005. After four years development,the newspaper can not be back on track because of a series of misfortune, that lead the newspaper’s customer management model still in the primitive stage and the distribution management center can not play in its role . In response to this situation, the author set the primary version of the Chinese weekly newspaper as an example,and proposed based on the customer value’s customer management strategy.This article selected the suitable indicators and established the Chinese weekly newspaper office’s customer value evaluation system from the actual conditions,then make customer value evaluation and classification for 84 release stations of the newspaper by qualitative analysis and quantitative analysis method. In this paper, the author selected the AHP and K-means clustering method.First, calculate the current value and potential value for each release station of the newspaper by AHP.Second,let the current value and potential value as variable, divided the customers into following categories: Platinum-level customers (higher current value, higher potential value), Gold-level customers (higher current value, lower potential value), Iron-level customers (lower current value, higher potential value), Lead-level customers (lower current value, lower potential value).At last,the article proposed customer management strategies for each type.Besides,the article also made SWOT analysis, product mix and market positioning advices for the newspaper,these may supply some help for the newspaper’s development.