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Study on Customer Value Identification of Mobile E-commerce

Author: LiJinDi
Tutor: HuTao
School: Beijing University of Posts and Telecommunications
Course: Business Administration
Keywords: mobile E-commerce customer relationship management customer value identification
CLC: F713.36
Type: Master's thesis
Year: 2009
Downloads: 90
Quote: 0
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Abstract


Wireless communication technology and development of wireless internet have provided a foundation to mobile CRM system. Different from traditional ones, current trades in most economic fields are based on modern information technology in E-commerce and mobile E-commerce time, named "non-contacted trade", which entitled CRM an important role in enterprise. There are differences between mobile E-commerce and traditional E-commerce based on internet and PC, including advantages that traditional E-commerce does not have, as well as some unavoidable limits. The number of customer in mobile E-commerce has significantly exceeded that in traditional commerce model, because the customers have no geological location and time limitation. The mass customers and real-time reaction require the telecom operators to be more qualified for identifying and analyzing customer value.This article bases on analyzing E-commerce characters and business model, and puts forward a point that mobile operators must conduct objective and all round customer value evaluation with understanding of mobile E-commerce market, and then identify valuable customers with study on customer value theory, which enables operators to under-stand customer characters, to classify customer groups and to make respective strategies. On mobile E-commerce platform, operators could effectively adjust product resources to match target customers, therefore, to maximize profit and to develop market share.This article aims at forming a method of customer value identification suitable for mobile E-commerce, and tries to summarize useful measures of management for enterprise application.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Sale of goods > E-commerce,online trading
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