文档介绍：在广告制作行业开展的探讨
摘要
广告行业在我国持续高速发展但业内的竞争也越来越激烈随
着我国加入 WTO 外国公司挟着在服务上的优势进入我国更加剧了
竞争业内的企业争取和保留客户越来越难本文旨在探讨在广告制
作行业如何通过开展客户关系管理 CRM 来提高企业自身的竞争能
力
CRM 作为一种管理思想提出来的时间还不是很长不同的行业存
在的问题和需求不同开展 CRM 的思路和方式自然也不同广告制作
行业就是一个非常特殊的行业为此本文首先从广告制作行业的业
务特点出发详细分析了广告制作行业开展 CRM 的必要性和可能性
然后就广告制作行业如何实施 CRM 进行了初步的探讨这其中总
结了当前实施 CRM 的一些通行做法和大量经验教训在此基础上从
树立以客户为中心的意识业务过程选择组织管理考核和信息
系统的几个方面探讨了适合广告制作行业特点的 CRM 框架最后提出
包括围绕客户的个性化需求领导参与做好基础工作分阶段开展
和组织团队的实施 CRM 的要点
本文寄希望能够对国内的广告制作行业以及类似的其它行业开
展 CRM 具有参考意义
关键词: 客户关系管理广告制作行业业务流程个性化需求
THE DISCUSSION ON CRM
IN ADVERTISE-MAKING INDUSTRY
ABSTRACT
Advertising is growing rapidly in China, but petence is more
and more fiercely. As the entrance of WTO, panies join in with
their advantage in service and make petence more violent. It is more
and more difficult panies to get and keep their customers. Made in
this thesis is the discussion about how to carry CRM in advertise-making
industry so as to panies to improve peting ability.
CRM is a fairly new theory. pany cares about different
problems, and has different method to carry CRM. The advertise-making
industry is very special. According to the characteristics of this industry, the
necessity and possibility to carry CRM is analyzed, and then the discussion
about how to carry CRM is made. General methods to carry CRM and a lot
of experiences are summarized. A fitted frame is discussed from several
aspects such as custom-focusing idea, choosing and setting up business
process, management, and information system. Five points to carry CRM
are brought forward. That is focusing special demand, manager supporting
and participating, improving basic management and information system,
carrying CRM according pany’s condition, anizing a team.
Hope the thesis panies in advertise-making industry and
similar industry to carry CRM.
KEYWORDS: CRM, advertise-making industry, business process,
special demand
上海交通大学 MBA 论文在广告制作行业开展 CRM 的探讨
前言
客户关系管理 Customer Relationship Management