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Study on Customer Retention Competitive Strategy and Its Implementation of Conghua Telecom Company

Author: LinYaoJia
Tutor: CaiShuQin
School: Huazhong University of Science and Technology
Course: Business Administration
Keywords: Conghua Telecommunication Customer Retention Competitive strategy Strategy Implementation
CLC: F626
Type: Master's thesis
Year: 2010
Downloads: 31
Quote: 0
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In recent years, the traditional advantage business of CHINA TELECOM, such as fixed telephone and internet access service,were strongly challenged by CHINA MOBILE, CHINA UNICOM and others network company. There customers runs off seriously. It is a very great management pressure for CHINA TELECOM. The customers of Conghua TELECOM runned off very seriously. How can it analyses the condition of local communication industry,analyses the rivals, analyses the inner circumstance, and then constitute an effective competitive strategy to inosculate all kinds of service, to survive and develop from the hard competitive condition. This is the most difficult thing that it must overcome.In this thesis, the overview of conghua telecommunication market and customer retention of Conghua TELECOM were introduced firstly. And then ,the main problems of customer retention work in Conghua Telecom are summarized, based on the related customer behavior analysis. Secondly, the external and inner environments of Conghua TELECOM were analyzed, which based on the competitive five strength theories according to Baud and the SWOT theory. Thirdly, we decide to use cost leading strategy and the different strategy in Customer retention competition , based on actual condition of Conghua Telecom. Induction method was used to design the customer retention competitive strategy that combined with cost leading strategy and the different-strategy, based on the three strategic theories of market competition and result of customer behavior analysis. Lastly, with all the above analysis and strategy design, we use the synthesis method to draw out the Concrete measure. And then, Strategy implementation was began by the Conghua Telecommunication company.

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