ZG移动公司集团客户价值评估及应用研究-工商管理专业论文.docxVIP

I I 摘 要 随着电信重组完成和3G牌照的正式发放，国内三大运营商进入全业务运营的 3G时代，客户争夺日趋激烈。如何保持存量客户的价值，提供差异化服务和管理， 是通信行业由粗放式营销向精细化营销转变过程中的一个重点问题。同时，由于 集团客户的重要性日益增强，移动运营商的市场和竞争的重心也逐渐由个人客户 转向了集团客户市场。因此，制定有效的集团客户价值评估方法，对现有集团客 户进行细分，是运营商必须解决的重点问题之一。 本文以ZG移动公司为研究对象，运用客户关系管理理论构建了集团客户价值 评估模型。首先，本文分析了ZG移动公司集团客户价值评估现状，找出了现有评 价体系在当前竞争环境下的缺陷，并在此基础上，建立了ZG移动公司集团客户价 值评估体系。其次，本文从客户贡献、客户属性和客户影响力这三个维度确定了 价值评估指的标体系，并且建立了ZG移动公司集团客户价值评估模型，将集团客 户细分为高价值客户、战略客户、示范客户等三类五级。最后，本文将该模型应 用到了渠道支撑和系统支撑工作当中，并取得了良好的效果。 关键词：集团客户，价值评估，客户细分 II II Abstract With the reconstruction on the telecommunications and releasing of 3G licenses, the three operators have entered the full-service operations and 3G eras. Consequently, the competition between them is becoming more fiercely. How to preserve the value of the stock customers and provide difference in service and management is an important problem for the operators to change from the extensive to fine marketing style Meanwhile, because the focus of mobile operators is gradually shifting from individual customers to group customers, it is very important to pay more attention to the group ones. Therefore, how to evaluate the customer value and segment them efficiently is becoming one of the important problems for the operators, Taking the ZG mobile company as a research object, this paper builds the value evaluation model of group customers with the customer relationship theory. First, it analyzes the current situation of the value evaluation models of group customers, and finds out the disadvantages of these methods, which can hardly keep up with of the competition. Depending on these disadvantages, it builds the value evaluation system for group customers of the ZG Mobile. Second, this paper establishes the evaluation index system, including: customer contribution, customer attributes, and customer influence. On the other hand, it constructs the value evaluation model for group customers of the ZG Mobile and divides them into three types with five ranks, such as high-value customer, stra