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Study CDMA Customers Maintain & Retain in China Telecom Business

Author: LiAiQiong
Tutor: HeJianMin
School: Hefei University of Technology
Course: Business Administration
Keywords: CDMA business Customer retention and retention Quality of service Customer Satisfaction Customer Management
CLC: F626
Type: Master's thesis
Year: 2009
Downloads: 167
Quote: 3
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Abstract


Today, China's telecommunications market and intensifying competition, any telecom companies have a number of long-term and stable valuable customers can enable enterprises to stand on the commanding heights of the competition in the market, to enable enterprises to obtain the competitive advantage of the priority business development. This paper studies the CDMA business customer retention and retention strategies and methods of competition in the market and business development of the Chinese telecom companies have important theoretical significance and practical value. China Telecom is facing a lot of churn in the initial stage of operation, after the acquisition of China Unicom's CDMA business. The problem has seriously hampered the development of China's telecom enterprises, will pose serious challenges for China Telecom to develop new mobile services. This article is based on the theory of customer relationship, maintain and retain customers to explore the establishment of the China Telecom CDMA business in the churn management issues based on the analysis of China Telecom's CDMA business implementation strategies and methods to achieve the sustainable development of China Telecom strategic goals. Papers from customers to improve net long ARPU and other details of the departure, the analysis of the CDMA business service, network, price, brand and other factors to determine the conditions and basis of keep, maintain and retain customers, pointed out that in the new conditions of competition in the market under Chinese telecom companies to maintain and retain the CDMA customers strategies and methods, and design a set of the CDMA customer characteristics for the Anhui region to maintain and retain the implementation of strategies and methods put into practice, and in Anhui Telecom business within achieved the desired results and performance. Thesis on the comparative evaluation of the implementation of the CDMA customer retention and retention programs before and after a series of corporate indicators found that after the implementation of the CDMA customer retention and retain work, the loss of customers to reduce, stable customers rapid business growth, is a branch of China Telecom's CDMA business provides important empirical case, promotion and customer marketing and management decisions to improve China Telecom's business performance and competitiveness of enterprises has important theoretical significance and practical value. Thesis contribution: (1) clear goals and methods of customer retention and retention. Pointed out that enterprises should be from the service, price, network, brand multi-pronged approach to improve the quality of products and services. Communicated to customers through marketing activities and provide satisfactory products and quality services, to create more value for customers; (2) to determine customer satisfaction evaluation method. Conducive to China Telecom's marketing staff in a timely manner to communicate with customers, understand customer needs, desires, and needs, to improve customer service levels and service quality, increase customer satisfaction and loyalty of the CDMA business; (3) to determine customer value and marketing The relationship between the costs. Conducive to China Telecom through assessment of customer value and marketing costs, scheduling and integration of enterprise resources, the development and maintenance of enterprise value to high-end customers, a more reasonable and effective by the inherent network, established businesses and inherent customer services and create value.

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CLC: > Economic > Posts and Telecommunications economic > Telecommunications > Telecommunications business organization and management
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