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The Improve Research on Customer Relationship Management for China Unicom Co., Ltd.(Hunan)

Author: YangXia
Tutor: YangZhi
School: Hunan University
Course: Business Administration
Keywords: Hunan Unicom Customer Relationship Management Data Digging
CLC: F626
Type: Master's thesis
Year: 2009
Downloads: 84
Quote: 0
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Abstract


With the monopoly of the telecommunications industry has been broken,increased competition in industries. The scramb1e for customers and maintaining their relationship with customers have become the key to competitiveness. The telecommunications focus has been changed from the initial stage of brands and price competition to customer service competition, gradually developed to the right customer loyalty competition.In some other way,it is the customer relationship management competition.As a management method , Customer Relationship Management (CRM) has been rapidly developed through enterprise changing from“product focus”to“customer focus”.CRM is an effective integration of human resource, operation process and information technology.It makes enterprise can lower its costs, and more effectively satisfy its customers’needs.Therefore, enterprise can get more markets share and new marketing opportunities to improve its competition ability.The present paper has first outlined the research background, meaning, function, development and actuality, etc. Based on these, the article uses. Hunan Unicom as a research object , combines with telecommunication industry characteristic,deeply analysises the market environments that Hunan Unicom is facing. Secondly, the present situation of Hunan Unicom’s CRM has been appraised, and the main questions and deficiencies which Hunan Unicom’s CRM exists have been discussed. Finally, the improvement steps of the CRM plan and the reasonable elaboration with the safeguard measure has been made, it is made effort to take customers as the center, enhance the customer degree of satisfaction and loyalty, win Hunan Unicom’s core competitive advantages.This article also does a primary research of how to use data digging technologies in CRM ,and two practice example of customer subdivision and customer departure forecast are given.Using the method of the combination of theory and practice, this paper provides the CRM application strategies frame and implementation,after the analysis on the CRM and telecom service providers.This paper has certain theoretical depth and practical significances,and it provided some feasible advices for CRM application in Hunan Unicom

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