Study On The Business Model Of FTVS: From The Perspective Of Customer Relationship Management

The emergence and rapid development of new media technology have renovated information production,information spreading,and ecological chain of value exchange;extruded the position of traditional media;and brought unprecedented impact and challenge to television media,especially the urban television channels.According to the data of latest 2017 We Chat User and Ecological Research Report(2016)which was announced by Penguin Intelligence under Tencent,up to December of 2016,there were total of 889 million monthly active We Chat users in the world,and 10 million emerging public platforms.We Chat has driven information consumption for 174.25 billion Yuan directly during the year.FTVS(FTVS)was founded in 1980 s.It has been operated for nearly 30 years with the root in local.At present,it has 1,100 employees.Due to the increasingly severe competition of media,although it has the property of public institution,the audience rating of FTVS which is under enterprise-style management without government grants is declining;in the meantime,the traditional operating income is declining obviously as well.In order to win the living space,FTVS needs to try new business model to gain profit by fully utilizing various methods and means.Among these methods and means,new media,CRM of government and social resources are an important method for FTVS to plan new commercial value realization.The paper aims to diagnose the barriers impeding the realization of commercial value creation of FTVS.Research has revealed that FTVS has solidified thought pattern of “emphasizing TV business,but neglecting management” for long time.It does not pay enough attention to the market law and customer demand.Based on the analysis,the paper comes up with the suggestions for solution from the perspective of customer relationship management and service marketing;and expects to help it to find new business model in new media age,realize win-win of audience and customer,and obtain sustainable development space at the same time.