Research On Telephone Marketing Planning Of Cultural Enterprises

In the era of knowledge and information economy and the socialist market economy condition,the development of cultural industries has become a hot topic of the current society. As the government begun to pay attention to cultural industries,they mushroomed to develop.However, generally, some problems such as small scale operation and insufficient marketing concepts, exist in the Chinese cultural enterprises.In the fierce market competition and under the trend of the global consumer-driven marketing environment,telemarketing based on low cost, high efficiency, strong interactivity,convenient and fast,and many other features,has become an important sales mode and means in our various industries.Exploring the new telemarketing mode that suit for Chinese cultural enterprise has become a main and effective means of their marketing and customer relationship management.This kind of marketing model can take the initiative to contact target customers quickly and maintain good and long-term relationships with customers,which has a strategic significance and practical significance for cultural enterprises to gain customers, improve customer loyalty, enhance brand image, enhance the competitiveness of enterprises and expand the market actively.The article is divided into three parts-introduction, main part,and conclusion,six chapters in total.In the first chapter-"introduction",it will mainly introduce the topic background, research purposes and meaning, innovation and shortcomings, the main content and research methods of the essay.In the second chapter-" overview of the telemarketing theory",it will mainly introduce the definition and features of the telemarketing, the classification and development process of telemarketing.In chapter3-"analysis of the status quo of cultural enterprises who use the telephone marketing",it focuses on the definition and characteristics of cultural industries, their present situation and the marketing modes, the cultural enterprises that can take telephone marketing strategy,the SWOT analysis of telemarketing strategy of cultural enterprises, the essential factors for using telemarketing effectively.In chapter4-"Analysis of telemarketing strategy implemented by cultural enterprises ", it will mainly introduce that how to establish the customer-centric marketing concepts, to establish the five key points of telemarketing,to optimize the telemarketing process,to integrate with other marketing media.In Chapter5-" case analysis of telemarketing strategy used by cultural enterprises ",it will mainly focus on the profile of D culture company,analysis of the status quo of telemarketing specific applications of telemarketing,of Strategic analysis and operational practices,management requirements of the telemarketing professionals and solutions to telemarketing of D culture company in the future.In the last Chapter-"Conclusion",it is my hope that telemarketing approach can boost the development of cultural enterprises.Combined with the latest market environment and business condition, this essay focuses on telephone marketing model,make an integrated use of marketing,related theory of customer relationship management and strategy management knowledge.Using real case studies,qualitative analysis and SWOT analysis,propose the establishment and implementation of customer-focused telemarketing strategy, and practical use telemarketing techniques and art, and their application in the telemarketing aspects of culture companies, which have certain creativity and timeliness. This will probably expand new ways of thinking for cultural enterprises and eventually boost their rapid development.