The Research Of The Marketing Strategy In Internet Of The University Press Depending On Electronic Customer Relationship Management

The university press is a special community in the profession of publication and regardless seen from the amount and the scale, all of the university presses are an important constitute part of the profession of publication in our country. Because the university press carries the important mission to spread the knowledge and the culture, the research of the university press marketing management has an special meaning when the profession of publication turns to market-oriented completely.The Internet profoundly changed people's life style and behavior habit, particularly in the marketing realm, the booming development of electronic commerce pushes some marketing methods depending on the new technology to the stage. The upgrading of marketing method is an upgrading of the style of the information exchange between the business enterprise and customer substantially. This kind of upgrading can make the contact of business enterprise and customer more close. The university press should also hold this beneficial opportunity to upgrade the marketing methods and use the advanced information technique and network technique to push the management of customer relationship toward a new level to obtain more development.A research of the marketing strategy in Internet of the university press depending on electronic customer relationship management (eCRM), is a comprehensive research about the electronic customer relationship management and the marketing strategy in Internet of the university press. It has established upon the thorough analysis about the university press marketing method and the research of electronic customer relationship management strategy in Internet era.This research explained the important meaning of electronic customer relationship management to the university press, and offered some concrete implementation strategies. These strategies' including latent-customer-attracted strategy, characteristic recommendation strategy, virtual community strategy and knowledge service strategy etc. They can promote the quality of the relationship between university press and the customers(readers).Then,they can deep the readers' loyalty to the publication brand, and obtain the both of social benefit and economic benefit. The application of the electronic customer relationship management in the network marketing of the university press will find out a path which can satisfy the demand of customers in network era for university press.