独创性声明
本人郑重声明：所呈交的学位论文是本人在导师指导下进行的研究工作及取
得的研究成果。据我所知，除了文中特别加以标注和致谢的地方外，论文中不包
含其他人已经发表或撰写过的研究成果，也不包含为获得 广东外语外贸大学或
其他教育机构的学位或证书而使用过的材料。与我一同工作的人对本研究所做的
任何贡献均已在论文中作了明确的说明并表示谢意
作者签名： 签字日期：2017年12月5日
学位论文版权使用授权书
本学位论文作者完全了解广东外语外贸大学有关保留、使用学位论文的规
定，有权保留并向国家有关部门或机构送交论文的复印件和磁盘，允许论文被查
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作者签名： 导师签名：
签字日期：2017年12月5日 签字日期：2017年12月5日
DEED OF DECLARATION
I, _Linlin___, hereby submit my MBA dissertationfor oral defense, entitled
Study on the Business Model of FTVS: From the Perspective of Customer
Relationship Management and truthfully declare that the above-titled case analysis is
a product of my original research investigation.
I further declare that, should the school eventually discover that a substantial
portion of my dissertation is lifted, into, from original sources, using exactly the
words of the author in more than 20% of the whole content, I reserve the right to
Guangdong University of Foreign Studies to recall my MBA Diploma and cancel the
degree granted to me.
Signed this day of Dec. 5, 2017 at Guangdong University of Foreign Studies,
Guangzhou, China.
iv
ACKNOWLEDGEMENTS
The accomplishment of this thesis indicates the closure of my journey in graduate
school. Three years of postgraduate life are about to come to an end. I feel kind of
relieved when thinking of traveling between two cities at weekends and also reluctant
to leave at the thought of what I have learned in classes and care from my supervisor
and those people who I have made friends with.
MydeepestgratitudegoesfirstandforemosttoMy mentor Professor
Wu Yiming who patiently guided on the writing of my thesis, and who reminded and
stimulated me whenever I felt lost at sea about the thesis, instructing me to study and
conduct research with discretion. I benefited in so many aspects from her who has
great achievement in academic theory and research method, insights into problems,
and scholarship. Professor Wu was fully devoted to the revision of my thesis,
discussing with me on the structure and content of the thesis. She has walked me
through all the stages of the writing of this thesis. Without her consistent and
illuminating instruction, this thesis could not have reached its present form.
Second, I would like to express my heartfelt gratitude to all other teachers who led me
into the world of business management. Last my thanks would go to my beloved
family for their loving considerations and great confidence in me all through these
years. I also owe my sincere gratitude to my friends and my fellow classmates who
gave me their help and time in listening to me and helping me work out my problems
during the difficult course of the thesis.
In conclusion, I would like to take this opportunity to express my profound gratitudeto
all the people mentioned above.
v
Abstract
The emergence and rapid development of new media technology have renovated
information production, information spreading, and ecological chain of value
exchange; extruded the position of traditional media; and brought unprecedented
impact and challenge to television media, especially the urban television channels.
According to the data of latest 2017 WeChat User and Ecological Research Report
(2016) which was announced by Penguin Intelligence under Tencent, up to December
of 2016, there were total of 889 million monthly active WeChat users in the world,
and 10 million emerging public platforms. WeChat has driven information
consumption for 174.25 billion Yuan directly during the year.
FTVS (FTVS) was founded in 1980s. It has been operated for nearly 30 years with the
root in local. At present, it has 1,100 employees. Due to the increasingly severe
competition of media, although it has the property of public institution, the audience
rating of FTVS which is under enterprise-style management without government
grants is declining; in the meantime, the traditional operating income is declining
obviously as well. In order to win the living space, FTVS needs to try new business
model to gain profit by fully utilizing various methods and means. Among these
methods and means, new media, CRM of government and social resources are an
important method for FTVS to plan new commercial value realization.
The paper aims to diagnose the barriers impeding the realization of commercial value
creation of FTVS. Research has revealed that FTVS has solidified thought pattern of
“emphasizing TV business, but neglecting management” for long time. It does not pay
enough attention to the market law and customer demand. Based on the analysis, the
paper comes up with the suggestions for solution from the perspective of customer
relationship management and service marketing; and expects to help it to find new
business model in new media age, realize win-win of audience and customer, and
obtain sustainable development space at the same time.
Keywords:FTelevision Station (FTVS); Business Model; Customer Relationship
Management(CRM); Customer Marketing。