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Research on Existing Customer Value Management of DGMCC

Author: WanJia
Tutor: ZhangZuo
School: Huazhong University of Science and Technology
Course: Business Administration
Keywords: Dongguan Mobile Communication Company Preserved customers Customer value management Value promotion Thorough operation
CLC: F626
Type: Master's thesis
Year: 2010
Downloads: 101
Quote: 0
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Abstract


The external environment of telecommunication industry is changing rapidly because operators were reorganized and the full-service operations were offering since 2008. In the new situation of competition, the pressure of market share and revenue share for China Mobile, China Unicom and China Telecom was being enhanced, improving revenue and efficiency were their main problem. But the new market was becoming more and more saturated, so retaining and promoting the value of preserved customers will be the key point of business operation.This article deals with the activities aims at the preserved customers value promotion, analyze the macro and micro enviorment of Dongguan Mobile Communication Company(DGMCC), and find out the potential of space for the drop in the gross income, improve the short slab of different customers through MECE analysis methods, finding the potential needs by the ways of analyzing customer characteristics, refers to Boston matrix and 5W2H analysis methods, helping to form the i-MOVE system and specific sales schemes, in order to prolong the customer life cycle using leverage effect, takes the long tail principles to enlarge the scale of target customers of the specific sales schemes, moreover, through integrating innovation and regular media promotion measures, and simple but coherent customer communication process, to enhance customer experiences, making activitie influences maximized. At the same time, by taking use of Deming cycle’s marketing activity optimization methods and forecast methods, to improve the various key elements of marketing activities, to form a sustainable marketing planning system.This article deals with the establishing of "win-win" marketing mode in a baiting way, to contribute in both customer experiences and subscriber comsumption promotion, by taking a good use of leverage effect. At the same time, it expedites cultivating middle and senior class customers and the habit of high consumption, prolong the customer steady period, so as to prolong customer life period indirectly, finally reach the aim of enlarging income and promoting efficiency of DGMCC.

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