客户全生命周期管理及移动运营业实证研究-empirical research on customer life cycle management and mobile operation industry.docx

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客户全生命周期管理及移动运营业实证研究-empirical research on customer life cycle management and mobile operation industry.docx

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客户全生命周期管理及移动运营业实证研究-empirical research on customer life cycle management and mobile operation industry

北京邮电大学博士后_：【=作报告AbstractCustomerRelationshipManagement(cRM)isahottopic．AstheprincipleofCRM．however,therejstittieworkinthetheoryofcustomerlifetimecyclemanagementwhichmakestheresearchonthisfieldmorechallenging．ThisstudyCamesonthecuingedgeexploratorydevelopmentwiththecasestudyonmobilecommunication∞rviceindustry．Thisstudvvl，inpropeltheshdftofcompeliticnmeansforchina’smobileoperatorstogetcustomersfromsimplepricetooltoscientificmanagementapproach．Itjssignificantfromrealisl：icperspective．ThemaininnovationsinthisstudycanbecatalogedInto3points：Fromacademicperspective，thebasicmarketingframeworl‘OfcustomerIiretimecyclemanagementiees乜blished。1)ThemodeIofcustomerIifetimecyclemanagementisestablished：21TWotypicalmodelsofcustomerIifetimecyclepatIembasedoninteractivevalueandcustomershare(wallet-shareandmind—share)respectivelyisputforward：．31Researchon10untypicaIcustomerIifecyclepatternIscarriedout；41ThepolicyofcustomerIifecyclemanagementispresented；Fromapplicationperspective，thedynamicmanagementsolutionofthemob¨esubscrIberrelationshlPIScreated．5)ThegeneraldynamicmanagementmodeIofmobilesubscnberreianonshiplsestablished．whichdescnbeslheprocessofthemobileoperatordealingwithCUStc)merrelationship；6)ThepdcemodeIbasedonthegametheoryisputforward．ThetheoreticaIandmethodologicalframeworkformobileoperator’sformulatingthecompetingtacticslspresentedfurther；7)Asetofmobilesubscnbervalueevaluationindexsyslemisprovided．basedonthesystem．theauthorpresentsthemethodofcustomersegmentationwithtwodimensions．namely,currentvalueandpotentialvalue；8)lnthestabilityphase，asetofmethodsofretainingtheordinarycustomersispresented；9)ThemainconclusionsonmanagementofpersonaIkeyCUStomer(PKC)areasfoIlows：theidentifyingmethodofPKCbasedoncustomervalue；thedouble-waysmanagementsystemofPKC：resourcesallocationmodelofPKC；strategicprinciplebywhichfhedynamicmanagementofPKCabide：dynamicmanagementmethodofimportantPKC：10)Theeady-wamingmodelsofsubscriberchumisestablished；11)lntheofdeclinephase．theattdbutiontheoryisusedtoanalyzetheman