SR电信客户关系管理策略研究.pdfVIP

要 随着消费市场竞争的日趋加剧与客户争夺成本的提高，培育和维护忠诚的客 户群体己经成为企业市场制胜的重要策略。如何建立和保持客户忠诚己经成为客 户关系管理理论界和企业界关注的一个焦点。 近年来我国的电信业经历了长期持续的高速发展，世界贸易组织的加入和电 信业的改革重组给我国的电信业发展带来多重机遇和挑战。 本文对中国电信 SR 分公司( 以下称 SR 电信)客户关系管理进行了分析。在对 中国电信产业外部环境分析的基础上，运用波特的五种竞争力量模型分析了SR 市 的电信产业竞争状况，指出了电信企业进行客户关系管理的必要性。并对SR 电信 在客户关系管理进行了系统分析，形成了：客户信息数据整合战略、客户个性化 和差异化服务、客户忠诚度管理三大策略。并结合客户关系生命周期理论，对SR 电信现有业务：固话、小灵通、宽带、3G 做了客户关系生命周期的阶段划分，依 据各业务所处的阶段，相应的形成各自独立的客户关系生命周期营销策略。 随着我国经济逐步融入世界经济一体化的浪潮，电信企业将面临越来越复杂 的竞争环境和越来越强悍的竞争对手。本论文对于电信企业如何以合理的客户关 系管理战略参与市场竞争会起到一定的借鉴作用。 关键词：客户关系管理 策略 电信企业 1 Abstract With the competition picking up and the customer contest costrising in the consumer market, the developing and protecting loyal customer colony has become the enterprises important strategy towin the market. Therefore, how to establish and retain customer loyalty has become a focus of the customer relationship management academia and practitioner. The telecom industry in China has developed with the long and high-speed in recent years, and many opportunities and challenges are brought to the development of Chinese telecom industry after Chinas accession to the WTO and the successful reformation and recombination for the whole industry. This thesis focuses on analyzing the management of client relation in telecom. The competition circumstances are fully discussed. And the telecom strengths of competition are revealed using the BOTE model of Five Factors. On the basis of above analysis, the necessary to the management of client relation is pointed. Further, the model is applied to discuss the available competition strategies in the management of client relation. The life cycle of management of client relation is segmented through the researching on the trade cycle. On the basi