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[目的/意义]开展读者关系管理有利于培养、维系、增进组织与读者的紧密关系,提升读者参与度与活跃度,改进组织阅读推广绩效。[方法/过程]从关系管理的理论出发,阐述在阅读推广过程中开展读者关系管理的内涵、意义及系统结构特征,并提出实现路径。[结果/结论]融入社交媒体,扩大读者管理途径;注重读者数据管理,优化读者关联关系;转变核心读者为推广者,开展协同管理服务;提供极致阅读体验,培育读者忠诚度将是实现读者关系管理的有效途径。
[Purpose / Significance] Developing reader relationship management is conducive to cultivating, maintaining and improving the close relationship between the organization and the readership, improving reader participation and activity, and improving the performance of the organization reading promotion. [Methods / Processes] Starting from the theory of relationship management, this article elaborates the meaning, meaning and system structure features of reader relationship management in the process of reading and promoting, and puts forward the way to realize it. [Results / Conclusion] Integration into social media to broaden reader management approaches; focus on reader data management, optimize reader relationships; change core readers to promoters and conduct collaborative management services; provide ultimate reading experience and cultivate reader loyalty to achieve reader relationships Effective way of management.