Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Research on Influencing Factors of customer relationship management
of Y advertising company in the era of mobile Internet
by
Cao Xiaoying
Supervisor: Prof. Dong Zhiliang
December 2021
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摘 要
随着移动互联时代的到来，信息技术与互联网技术的高速发展为企业发展提供了
新的发展区域，也带来了新的竞争热点，这种变化促使许多行业为顺应市场做出变化，
促进企业发展。广告传媒公司以信息与网络技术为工具，为社会的信息流动做出了重
大贡献。广告公司直接服务对象是广告客户和商品，但其最终目标是能够接触到广告
的每一个人。如何在众多广告公司中保持竞争力，将客户转变成公司客户，是广告公
司需要面临的主要问题。近些年，客户关系管理依靠信息技术与互联网技术相比之前
得到了快速发展。客户关系管理的研究在国外起步较早，探索成果较高，我国企业可
以借鉴其优秀的经验及方式，通过最新的信息化技术结合我国市场经济特点，在移动
互联时代的当今社会发展中帮助企业实现客户关系管理质的飞跃，使企业自身的综合
竞争力得到提高。通过对客户关系管理进行研究，建立起客户忠诚度和客户满意度，
充分体现出客户价值，为客户关系管理提供多种沟通渠道，企业通过全面的数据管理
及多方视角，最大化客户的收益，获得客户认可。
不同行业之间的沟通存在客观障碍，广告公司的客户关系管理更具难度。广告企
业与客户企业的直接对接，演变成了客户关系管理中最为特殊的一环。通过研究Y广
告公司客户关系管理影响因素，分析其存在的问题，结合当今移动互联时代的特征，
利用全面科学的管理理论找出改进方案，应用大数据分析、移动终端技术和数字化手
段提升公司客户关系管理的水平，搭建起高效的客户关系管理体系，提升企业的综合
竞争力。
关键字：移动互联时代；客户关系管理；影响因素
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ABSTRACT
With the advent of the mobile Internet era, the rapid development of information
technology and Internet technology has not only provided new development areas for
enterprise development, but also brought new competitive hotspots. This change has
prompted many industries to make changes to adapt to the market and promote enterprise
development. With information and network technology as tools, advertising media
companies have made great contributions to the information flow of the society.
Advertising companies directly serve advertisers and goods, but their ultimate goal is to
reach everyone in advertising. How to maintain competitiveness among many advertising
companies and turn customers into corporate customers is the main problem that
advertising companies need to face. In recent years, customer relationship management has
developed rapidly by relying on information technology compared with Internet technology.
The research of customer relationship management started early in foreign countries and
achieved high exploration results. Chinese enterprises can learn from their excellent
experience and methods, through the latest information technology and combined with the
characteristics of China's market economy, help enterprises realize the qualitative leap of
customer relationship management in the current social development in the era of mobile
Internet, and improve their own comprehensive competitiveness. Through the research on
customer relationship management, establish customer loyalty and customer satisfaction,
fully reflect customer value, and provide a variety of communication channels for customer
relationship management. Enterprises maximize customer benefits and obtain customer
recognition through comprehensive data management and multiple perspectives.
There are objective obstacles in communication between different industries, and the
customer relationship management of advertising companies is more difficult. The direct
connection between advertising enterprises and customer enterprises has evolved into the
most special part of customer relationship management. By studying the influencing factors
of customer relationship management of Y advertising company, analyzing its existing
problems, combined with the characteristics of today's mobile Internet era, using
comprehensive and scientific management theory to find out improvement schemes,
applying big data analysis, mobile terminal technology and digital means to improve the
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