基于客户价值的移动运营商客户细分服务策略分析-analysis on customer segmentation service strategy of mobile operators based on customer value.docxVIP

南京邮电大学硕士研究生学位论文AB 南京邮电大学硕士研究生学位论文 ABSTRACT II II ABSTRACT Customer value is the core of customer relationship management, in the life cycle of customer value, customer value evaluation, judgment is always the key issues throughout the process.CV, Especially for the throughout the life cycle, is a basic marketing theory. If the customer value is not correctly evaluate and quantify, there will be difficult to identify the value of the enterprise customers and non-value customers, unable to effectively realize the value of customer retention and development, Long-term customer value development and optimization more cannot be achieved. Through quantitative assessment of Customer value, company can manage the customer relationship effectively. So, how to identify, measure and evaluate customer value has become a hot issue for many scholars. On the basis of evaluation and research on customer value at home and abroad, combined with consumption and consumption characteristics of certain cities Unicom users to conduct in-depth empirical research aimed to explore the main factors influencing consumer behavior in the big 3G era, combined with the current operators ‘business transformation and profitability point of breakthrough changes the actual situation to explore the influencing factors on the basis of targeted services for the operators to give advice and opinions. Firstly, give the research questions, under the circumstances and background of the reality of the development of the domestic telecommunications industry, communication consumer behavior factors, and explore the main factors affecting the consumer customer value, and puts forward service transformation fine organizing marketing advice and recommendations, with some theoretical and practical significance. Secondly, this paper using empirical research methods, use the SPSS statistical analysis tool, the first sample data pretreatment, to assess the scale reliability and validity of the scale quality; the basic