期刊读者关系管理浅析  

On Management of A Periodical's Readership Relationship

作　　者：张向红[1] 

机构地区：[1]农村新技术编辑部,南宁530000

出　　处：《宁波职业技术学院学报》2011年第4期102-105,共4页Journal of Ningbo Polytechnic

摘　　要：期刊读者关系管理,是期刊经营者树立以读者为中心,借助现代化信息技术和管理技术,实现与读者的交流互动,提高期刊综合效益的新型管理模式。它通过运用读者数据库收集和分析大量的读者资源信息,了解读者信息需求与阅读偏好,采取一系列策略为读者提供个性化服务,从而最大程度地提高读者的满意度及忠诚度。期刊维系读者,挖掘吸引更多的潜在读者,以读者关系为支点是提升期刊整体绩效,提升期刊核心竞争力的有效手段。A Periodical＇s readership relationship management is a new management model of improving periodical comprehensive effect. Operators of periodical take the readers as the center and accomplish the communion with them on the base of modem information technology and management technology. It collects and analyzes the readers＇ information resources based on readers＇ database to find out information need and reading preferences of the readers, adopts a series of strategies to provide personalized information services for the readers, so it can most adequately improve satisfaction and loyalty of the readers. It＇s an effective way to promote periodical competitiveness and periodical overall performance on the basis of readership that has been depended upon and attracted more potential readers by periodical.

关 键 词：期刊 读者关系 读者数据库 读者忠诚度 管理 

分 类 号：G230[文化科学]