第一章 概述 ·········································2
1。1 客戶關(guān)系管理的內(nèi)涵··································· 2
1。2 通過組織機構(gòu)的變革達(dá)到業(yè)務(wù)流程的快速響應(yīng)························ 4
第二章 廣告公司企業(yè)實施客戶關(guān)系管理戰(zhàn)略的基本框架······················ 5
2。1 通過培訓(xùn)轉(zhuǎn)變觀念···································· 5
2。2 通過組織機構(gòu)的變革達(dá)到業(yè)務(wù)流程的快速響應(yīng)························ 7
2。3 技術(shù)平臺的構(gòu)建實現(xiàn)對客戶的管理····························· 8
第三章企業(yè)實施客戶關(guān)系管理的必要性和重要性··························9
3。1 首先，是廣告客戶差異化需求的拉動···························· 9
3。2 其次， 廣告市場競爭的加劇······························· 10
3。3 另外， 實施客戶關(guān)系管理可以為廣告企業(yè)很多優(yōu)勢····················· 11
第四章 廣告企業(yè)實施客戶管理的現(xiàn)狀和存在的問題 ························13
4。1 沒有樹立以客戶為中心的理念·············· ·················14
4。2 缺乏相應(yīng)的企業(yè)客戶關(guān)系， 管理體系管理制度不完善············ ········ 14
4。3 缺乏必備的技術(shù)支持， 客戶關(guān)系管理信息化落后··········· ··········· 15
4。4 實施關(guān)系營銷下的客戶關(guān)系管理·············· ····· ·········· 15
第五章 結(jié)論 ························· ······ ·········16
其他···························· ················17
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