论文部分内容阅读
最近一段时间里,广告行业接二连三遭受重创,逼得我们不得不正视这个行业所面临的生存困惑。连近日来沪的营销大师菲利浦·科特勒博士讲演的主题也是“如何在微利时代获利。”CRM(客户关系管理)是全球正当红的获利工具。一夜之间,似乎无所不能,全球几大广告公司也正在筹建自己的 CRM 部门。当一个获利工具足以考验一个行业的心态的时候,辩证的专业引领就大为重要。我们试图通过对 CRM 深入的探讨来了解:什么是 CRM,什么不是?CRM Know how?CRM 在网络时代的运用CRM 在各领域的运用CRM 的方向你可以更清楚地了解运用 CRM 管理你、你的客户、你的客户的客户,从而与他们建立更深入的伙伴关系。CRM 毕竟只是一个方法,我们可以使用方法,但更为重要的是运用这个行业的创意本质和精深的专业态度。否则,CRM 什么都不能。
Recently, the advertising industry suffered one after another, forcing us to confront the survival confusion facing the industry. Even the theme of Dr. Philip Kotler’s lecture, which is a marketing guru in recent days in Shanghai, is “How to profit in the meager profit era.” CRM (Customer Relationship Management) is the world’s most popular profit-making tool. Overnight, it seems omnipotent, the world’s major advertising agencies are also planning to build their own CRM department. When a profitable tool is sufficient to test the mentality of an industry, dialectical professional leadership is of paramount importance. We try to understand through in-depth CRM: What is CRM, what is not? CRM Know how? CRM in the Internet age using CRM in all areas of the direction of CRM you can more clearly understand the use of CRM to manage you, your Customers, customers of your customers, so as to establish a deeper partnership with them. After all, CRM is only one way, we can use the method, but more importantly, the creative nature of the use of the industry and a deep professional attitude. Otherwise, CRM can not do anything.