| ACKNOWLEDGEMENTS | 第4-5页 |
| Abstract | 第5页 |
| 摘要 | 第6-17页 |
| CHAPTER Ⅰ Introduction | 第17-22页 |
| 1.1 Research Background | 第17-18页 |
| 1.2 Research Purpose and Significance | 第18-19页 |
| 1.3 Research Method | 第19页 |
| 1.4 Research Frame | 第19-22页 |
| CHAPTER Ⅱ Literature Review | 第22-34页 |
| 2.1 Core Concepts | 第22-24页 |
| 2.1.1 New Media and We Chat Public Account | 第22-23页 |
| 2.1.2 Business Model and Business Value | 第23页 |
| 2.1.3 Customer Relationship Management and Relationship Marketing | 第23-24页 |
| 2.2 Theoretical Basis | 第24-30页 |
| 2.2.1 Business Model Theory | 第24-26页 |
| 2.2.2 Relationship Management Theory | 第26-29页 |
| 2.2.3 Research on We Chat Public Platform | 第29-30页 |
| 2.3 Analysis Tools | 第30-32页 |
| 2.3.1 PESTEL Model | 第30-31页 |
| 2.3.2 5 Forces Model | 第31页 |
| 2.3.3 7Ps Model | 第31-32页 |
| 2.4 Chapter Summary | 第32-34页 |
| CHAPTER Ⅲ Case Description | 第34-53页 |
| 3.1 Organization Profile | 第34-40页 |
| 3.1.1 Government Propaganda Mouthpiece | 第34页 |
| 3.1.2 Business Model and Commercial Value | 第34-40页 |
| 3.2 Status Qua of Industrial Development Bottleneck | 第40-51页 |
| 3.2.1 Industry Situation | 第40-41页 |
| 3.2.2 Business Model and Innovation of FTVS | 第41-51页 |
| 3.3 Problem Identification | 第51页 |
| 3.4 Chapter Summary | 第51-53页 |
| CHAPTER Ⅳ Case Analysis | 第53-82页 |
| 4.1 Internal and External Environment Analysis | 第53-66页 |
| 4.1.1 Macro Environment on Audience Rating and Operation | 第53-59页 |
| 4.1.2 Industrial Competition Analysis | 第59-62页 |
| 4.1.3 Internal Resource Analysis | 第62-64页 |
| 4.1.4 SWOT-based Conclusion | 第64-66页 |
| 4.2 A CRM-based Analysis | 第66-68页 |
| 4.2.1 Insufficient Attractiveness to User, Lack of Customer Loyalty | 第66-67页 |
| 4.2.2 Difficult to Explore New Customer | 第67页 |
| 4.2.3 Lack of Analysis on New Media Data | 第67-68页 |
| 4.3 7Ps-based Analysis | 第68-80页 |
| 4.3.1 New Media Product Lacks Market Segmentation and Market Positioning; Product is the Translation of Old Mode | 第68-74页 |
| 4.3.2 Traditional Mode of Talent Show Lack of Research on Customer Demand | 第74-76页 |
| 4.3.3 Insufficient Activity Convenience for the Public Participation, Increasing Complaints | 第76-79页 |
| 4.3.4 High Demission Rate of the Employee for Service Marketing | 第79-80页 |
| 4.4 Chapter Summary | 第80-82页 |
| 4.4.1 Insufficient Function Exploration of New Media, Especially Wechat Public Account | 第80页 |
| 4.4.2 Long-term Solidified Operating Thinking of “Emphasizing Business, but Neglecting Management”of FTVS, Lack of Customer-based Concept | 第80-82页 |
| CHAPTER Ⅴ Suggestions | 第82-87页 |
| 5.1 CRM-based Suggestions | 第82-83页 |
| 5.1.1 Make Full Use of Public Accountand Increase Attractiveness to Customer | 第82页 |
| 5.1.2 Carry Out New Media Data Analysis to Explore New Customer | 第82-83页 |
| 5.2 7Ps-based Suggestions | 第83-86页 |
| 5.2.1 Make Marketing Segmentation and Marketing Positioningof Self-owned New Media | 第83-84页 |
| 5.2.2 Focus on the Analysis of Customer Demand of Participatory Projects | 第84-85页 |
| 5.2.3 Regard Customer as Center for Projectsand Improve Convenience | 第85页 |
| 5.2.4 Improve Salary Level of Employees, Build Incentive Mechanism, and Improve Service Quality | 第85-86页 |
| 5.3 Chapter Summary | 第86-87页 |
| CHAPTER Ⅵ Conclusion and Further-study | 第87-91页 |
| REFERENCE | 第91-92页 |
