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随着报业竞争的加剧和技术的发展,经营管理在向“以客户和市场”为中心转变,在整个市场环境从卖方市场向买方市场转变的大环境下,很多报社其实已经开始注意到,如何在平面媒体的市场份额内挖掘更多的价值,差异化竞争的产生是不可避免的。在内容已经不容易标明一个报社的特点之后,其新的服务方式和基于这种方式而产生的新的盈利模式,将会成为一个报社参与差异化市场竞争的有力武器,甚至成为区别于其它报社的重要特征。在杭州召开的“报业客户服务及增值服务业务用户体验式交流大会”上,北大方正为全体到会人员提供了完全真实的客户服务中心环境,现场嘉宾可以通过这个专设的呼叫中心平台,就自己关心的问题,向被访者提问。本刊记者与现场的嘉宾一起专访了两家在呼叫中心的建设和应用上很具有代表性的报社,希望通过对这两家报社的实践案例的分析,能让我们更加直接的体会到报纸在提高自身服务水平方面所做的努力。
With the aggravation of the newspaper industry and the development of technology, management has been changing its focus on “customer and market”. In the environment where the entire market environment has changed from the seller’s market to the buyer’s market, many newspapers have actually started to pay attention to To, how to tap the market share of print media more value, the emergence of differentiated competition is inevitable. After the content has not been easy to indicate the characteristics of a newspaper, its new service mode and the new profit model based on this way will become a powerful weapon for newspapers to participate in the competition of differentiated markets and even become different from other newspapers The important feature. Held in Hangzhou “newspaper customer service and value-added service business user experience exchange conference ”, Peking University Founder for all the participants to provide a completely real customer service center environment, the scene guests can through this dedicated call center Platform, on their own concerns, questions to the respondents. Our correspondents and field guests interviewed two representatives of the call center in the construction and application of the newspaper, hoping to analyze the practice of these two newspapers, allowing us to more directly understand the newspaper at Improve their level of service efforts.