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Submitted by isabellee on November 5, 2006
Category: Miscellaneous
Words: 2138 | Pages: 9
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Company Background
Kingcomics.com Limited (KC) was established in March 2000. It is one of the members of Topazman Holdings Ltd. It aims to provide various kinds of locally created comics with superior quality for members from all over the world. Now, there are over 100,000 comic-lovers from Hong Kong, Macau, Taiwan, Malaysia, Singapore, England, Canada, USA etc. have registered as members of the site.
It provides online comics, regularly reports latest comic news, releases latest comic masterpieces from renowned comicists, originates online free-gifts games and organizes activities.
Aim
It aims to enhance the development of comic industry and to explore the comic markets through promoting locally created comics with affirmed excellence on Internet.
Besides, it targets comic-lovers from all over the world to become our members, aiming to advance cultural exchange and to expand the dimensions for comic development.
Chapter 2: Develop Customer Profile
How the firm develops customer profiles
By irregular meeting (e.g. comics festival) and online survey, KC builds up customer profiles and uses these data to communicate with customers, so as to provide good customer relationship services to them.
Use customer knowledge to refine its marketing process
The major customers of KC are male, aged 18-50, with high purchasing power and frequently visit the website. In order to make use of the customer information, KC analyzes readers¡¦ data from customer profile and divides them into three main customer segments, namely Japanese Comics Group (JC) (Annex A) and Jade Dynasty Group (JD) (Annex B) and Digibook Group (Digi) (Annex C).
After the segmentation, it thinks about customers¡¦ needs and wants, and the marketing department will arrange some promotion activities for them.
In JD, most readers want to own whole collections of...
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