CRM (Customer Relationship Management) originated from marketing, that is, customer relationship management. For mass media, the audience is the most important customer, so CRM in the media industry is actually audience management. The reason why the development of news media advocates CRM is because the competition between media is becoming increasingly fierce and the audience stratification is becoming increasingly obvious. Advocating the application of CRM management to the audience (readers, listeners, spectators and netizens) highlights the communication concept of "audience-oriented" to a certain extent, and also becomes a sharp weapon for the media to find value-added points and realize sustainable development. 1. What is the audience's CRM? Audience CRM is the whole process that the media needs to implement in order to improve its core competitiveness, achieve the goal of winning competition and rapid growth, and establish an audience-centered development strategy on this basis, including judging, selecting, striving for, developing and maintaining audiences; Audience CRM is a working practice of media to improve audience satisfaction and loyalty, media efficiency and profitability by conducting systematic audience research, optimizing media organization system and business process, and taking audience relationship as the core. The audience's CRM is also the sum total of advanced information technology, software and hardware, optimized management methods and solutions created and used by the media in the process of constantly improving all business processes related to audience relations and finally achieving the goal of electronic and automatic operation. Judging from the current media competition, in the final analysis, it is the competition of the core competitiveness of media organizations. The core competitiveness of media organizations refers to the ability to develop unique products, technologies and marketing methods, which support the sustainable competitive advantage of media organizations. It is the resultant force of competitive ability and competitive advantage of media organizations in a specific business environment, and the organic integration of various skills of media organizations and their operating mechanisms such as technical systems and management systems. From different forms of expression, the core competitiveness of media organizations can be divided into three categories: core products, core technologies and core competencies. The audience's CRM not only helps media organizations to better manage audience relations, but also helps media organizations to establish their core competitiveness faster and better. The significance of implementing CRM for the audience lies in: 1. The occurrence and construction of audience's large-scale media influence mainly depends on the resource allocation and operation mode of media in contact, maintenance and promotion. In the contact link, the audience's attention resources are mainly condensed through scale and characteristics. (2) In fact, through the audience's CRM, it is of great benefit to increase the audience size. By discovering, guiding and influencing the audience, the radiation radius of media influence has made a quantitative breakthrough. The process of audience's "organization" will produce the effect of "one's own", which is conducive to improving the audience's loyalty to the media and expanding their influence. 2. After the scale is achieved on the road of characteristics, the media needs to have a considerable depth of communication, and to have depth, characteristics are necessary. In the case of "people have no me, people have my essence", only characteristics are irreplaceable. In a sense, the audience's CRM is the most difficult to imitate and needs careful management, so it is also the best foothold of characteristics, and the characteristics of management will also play a icing on the cake for the characteristics of the media. At the same time, we notice that features and scales are interactive, not relatively independent. The unique business strategy adds a powerful wheel to the scale expansion of the media, and the scale expansion also forces the media to double its characteristics or update its characteristics. 3. Value-added may be scientific audience management, which expands the possibility of media providing value-added services, because the media not only provides information products, but also provides additional services such as newspaper reading clubs and tour groups. The significance of "operating benefit" is not only to save costs, but also to increase the content of media organizations' sales through CRM, so that it is no longer limited to news information. At the same time, when providing value-added services, advertisers can be omitted to realize "face-to-face" service sales, which is undoubtedly a value-added point of media profits and makes the media take a big step towards entity identity. For example, Little Red Riding Hood Company, a subsidiary of Beijing Youth Daily, has an annual income of more than 200 million yuan, of which 40% of non-newspaper income is obtained by developing customer resources, brand resources and network resources, providing direct delivery services for milk, drinking water and other commodities, as well as marketing services for books, audio-visual labels and holiday commodities. (3) Second, the goal of media CRM: The stratification of stratified audiences stems from the stratification of media, and there should be an interactive relationship between them. The phenomenon of media stratification was first interpreted as the niche of mass communication in the communication field. Of course, at this stage, the niche is not a return to the original state of communication in human society, but an improvement and refinement of mass communication, which divides people with different needs into different levels and spreads in different media, so the media is layered. Faced with such a new situation, news media strategists cannot ignore the management of the audience. 1, a clear understanding of the development trend of your customers' news media will roughly go through three stages: the first stage is "selling program content (such as newspapers, magazines, radio, television and internet)", the second stage is "selling audience", and the third stage is the extension of brand and value chain, such as publishing series editions and income from training, planning and information appreciation. In these three stages, the audience is the core and joint point. Nowadays, the media market relies too much on advertising revenue. Without the mass base of the audience, the development of news media is impossible. However, in reality, the status of advertisers is far higher than the audience, which is extremely abnormal. When advertisers dominate the media development path, we can't help but doubt the loss of media professionalism. In the industry, when asked about a media manager, most people can't say why, because there is no database to support his statement. For advertisers, it is just a vague expression, but it is actually an irresponsible attitude. 2. Have a clear understanding of the media your customers need, their audience, their general characteristics, their needs and concerns. Only in this way can we guide the appropriate advertisers to put in advertisements and support the development of the media. A clear understanding of the audience is actually to enhance the clarity of medium and long-term development. After clearly recognizing that the audience is their "parents", what the news media should do is to act according to the needs of the audience. If he or she needs financial analysis, he or she must have authoritative and credible comments in front of him or her. What he wants is a collection of information, and he wants to mobilize as many positive and favorable factors as possible to meet it. Third, the core of CRM: audience database management The most important thing for the audience is to establish a detailed database as much as possible and update the data regularly through computerized management. As a basic part of daily management, other media work is based on this (such as large-scale planning, reform, personalized service, etc.). ). The contents of the audience database should have the following contents: 1. The original audience record is the basic information about customers and the first-hand information of media CRM management, including the following contents: 1) General information: name, address, contact information (postal code, telephone number, email address), etc. 2) Personalized information: occupation, position, interests, hobbies, specialties, etc. 3) Dynamic information: audience's feedback on the style and content of media reports, especially suggestions and requirements. 2. Statistical analysis data are mainly second-hand data purchased from the information consulting industry through investigation and analysis. Market share survey of professional companies in other media, audience's attitude and evaluation of similar media, demand characteristics and suggestions, etc. In addition, it is necessary for other media to face the change of audience. 3. Media input records the time, place, method (such as visiting and calling) and cost of media contact with the audience, and what discounts (price, shopping vouchers, etc.) are given. ), records of products and services provided, cooperation and support actions (other efforts and expenses made to win and maintain the audience). At the same time, it should be noted that whether the media collect information by themselves or buy information from the consulting industry, it needs a certain cost, and the ability of each media to collect information is different. Therefore, the construction of audience database is limited by the expenditure of media and the ability to collect information. Fourth, the content of CRM: Personalized service (value-added service) media has rich information resources and audience resources, which is the basis of audience CRM and provides the possibility for personalized service. The value-added services of audience CRM are various, which can be carried out according to the respective positioning and strength of media organizations. For example, financial journals can set up stock trading clubs and tourism groups. Here are two ideas put forward. 1. Independent operation mode of media organizations. Media organizations can set up public welfare or profit-making organizations, and can set up wholly-owned or joint venture companies according to their own human, material and financial resources to operate additional services, such as the above-mentioned stock trading clubs and tourism groups. On the level of public welfare, it is best for the media to find an industry that is closely related to its own characteristics. For example, if you read newspapers and magazines, you can set up a media reading club and regularly send audio-visual products and books that the audience likes. In addition, the media should have more people-friendly consciousness, let the audience enter the media, understand the operation of the media, and let them participate in the production of news information products, so that the "three closeness" can be implemented. It should also be noted that media information education can be realized in this way, which is of great benefit to improving people's understanding and use of media. For example, Beijing Little Red Riding Hood Newspaper Distribution Service Co., Ltd., established in July 1996, is a limited liability company with independent legal personality established by Beijing Youth Daily according to the modern enterprise system. From 1997 1 Its business goal is to build a modern information flow and logistics service channel. Its main business is to fully represent the distribution business of Beijing Youth Daily and set up a book club for the distribution business of more than 0/00 newspapers in Beijing/KLOC. 2. Cooperation with relevant enterprises and institutions For most media, cooperation with relevant enterprises is a way to save trouble. Because in a professional company, its market distribution and management have unparalleled advantages, but the media has irreplaceable audience resources. By introducing the audience to professional companies, the media not only allows the audience to gain certain benefits, but also opens up a way to make money. From a win-win perspective, it is undoubtedly a general trend for the media and related enterprises to establish strategic partnerships. In fact, in the annual newspaper subscription war, it is not uncommon to order newspapers with a price of 100 yuan and send goods with a value of 100 yuan. But we see that this kind of cooperation is not a long-term benign cooperation, so there are still many things to do. In addition, it is necessary to cooperate with relevant organizations (such as women's media of national and local women's federations). For some professional institutions (such as psychological counseling centers), the media can also be used as a link to make the audience feel highly respected, which is conducive to improving the reputation of the media and guiding the audience's loyalty to the media. The American television industry has a sense of "audience orientation" in history, and the media industry attaches great importance to the investigation and research of the audience. However, the investigation and research on the audience is not carried out by the American television industry itself. It is a systematic, comprehensive, in-depth and scientific investigation and analysis of the audience by various investigation companies. (4) However, in China, media investigation companies pay more attention to ratings and reading rates, but ignore the basic information and psychological information of the audience, so they have entered a misunderstanding, that is, treating the symptoms rather than the root cause. Based on this, we propose to pay attention to the CRM of the audience, starting from the dribs and drabs of the work and starting from the work neglected by others. Only by setting an example first can we seize the opportunity, which is obviously the proper meaning of the sustainable development of the media.
Hope to adopt