中國電信客戶關(guān)系管理策略研究.doc
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中國電信客戶關(guān)系管理策略研究,13000字摘要 2008年，國家發(fā)放了第三代移動(dòng)通信牌照，隨之而來的是電信行業(yè)新一輪的重組，三大運(yùn)營(yíng)企業(yè)全業(yè)務(wù)運(yùn)營(yíng)下激烈的競(jìng)爭(zhēng)由此展開，各運(yùn)營(yíng)商之間競(jìng)爭(zhēng)的焦點(diǎn)逐漸轉(zhuǎn)移到客戶的競(jìng)爭(zhēng)上。中國電信要想在與中國移動(dòng)和中國聯(lián)通的競(jìng)爭(zhēng)中保持現(xiàn)有的競(jìng)爭(zhēng)優(yōu)勢(shì)，減少甚至杜絕大規(guī)模的用戶流失，如何做好客戶關(guān)系...
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?D1úμ?D??í?§1??μ1üàí2????D??
13000×?
?aòa 2008?ê￡?1ú?ò·￠·?á?μúèy′úò??ˉí¨D?????￡???????à′μ?ê?μ?D?DDòμD?ò???μ???×é￡?èy′ó??óa(chǎn)?óòμè?òμ????óa(chǎn)???¤áòμ??o?ùóé′??1?a￡??÷??óa(chǎn)éì?????o?ùμ??1μ??e?￥×aò?μ??í?§μ??o?ùé??￡?D1úμ?D?òa???úó??D1úò??ˉoí?D1úáaí¨μ??o?ù?D±￡3???óDμ??o?ùó?ê?￡???éùé??á????′ó1??￡μ?ó??§á÷ê§￡?è?o?×?o??í?§1??μ1üàí3éá??′à′???ê?D1úμ?D?2?μ?2?????μ??êìa?￡
±???ò??D1úμ?D?3￡?Y·?1????aày￡???ó??í?§1??μ1üàíμ??à1?àí??￡?í¨1y???D1úμ?D?òμ??×é′?à′μ??o?ù??????×éμ?ì?ì?￡????D1úμ?D??ú?í?§1??μ1üàí·???′??úμ??êìaoí?′??????μ??o?ù??DDá?·???￡?ìá3??Dêμ·?o??D1úμ?D?êμ?ê?é??μ??í?§1??μ1üàíê???oí2????￡
±???μúò?2?·??ééüá???ìaμ??D??±3?°?￠?D????μ?oí?D??·?·¨?￡μú?t2?·??ééüá??í?§1??μ1üàí?ù±?àí??￡??÷òa°üà¨′ó?í?§1??μ1üàíμ??à1??????￠?í?§1??μ1üàíμ???????òaàí???￡μúèy2?·?′óμ?D?òμ?D1úμ?D?￡??ùμ?3￡?Yμ?D?￡??éé@@￡?Yμ?D?μ±?°μ?·￠?1??×′?￡μú??2?·??áo?μ?D?àà?óòμ?í?§1??μ1üàíμ?ì?μ?￡?·???3￡?Yμ?D??ú?í?§1??μ1üàíé?′??úμ?2?×?￡?2￠ìá3?×??oμ??¨òé?￡
1??ü′ê￡o3￡?Yμ?D? ?í?§1??μ1üàí ?í?§??·? ?í?§?úòa?è ?í?§á÷ê§
Changzhou Telecom Customer Relationship Management Strategy
Abstract With the 2008 China's telecommunications industry for 3G licenses, the telecommunications industry for a new round of restructuring, the three operating companies under the entire business operations in a fierce competition, customer competition has become the focus of the operators to compete. In order to maintain its competitive edge in the competition, in order to prevent massive churn, good customer relationship management issues will be the focus of the next few years, China Telecom will face.
In this paper, China Telecom Changzhou branch as an example, using the related theory of customer relationship management, recombinant competition brought about by the reorganization of the China Telecom industry, to exist in the customer relationship management China Telecom problems and will face the competition are analyzed, put forward in line with the actual situation China Telecom means of customer relationship management and strategies.
The first part introduces research background, research purpose and research method. The second part introduces the basic theory of customer relationship management, including the important theoretical concepts, customer relationship management, customer relationship management. The third part from the telecommunications industry China Telecom, to introduce the development situation of Changzhou Telecom, Changzhou Telecom current. The consumption characteristics of the fourth part combines the characteristics, telecom enterprise customer relationship management of telecom users, analyzing the existing problems in the customer relationship management of Changzhou Telecom, and put forward its own proposals.
Keywords Changzhou Telecom, Telecom Industry, Customer Relationship Management, Customer segmentation, Customer Satisfaction, customer churn
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?aòa - 1 -
Abstract - 2 -
???? - 3 -
μúò??? D÷?? - 5 -
1.1?D??±3?° - 5 -
1.2?D????μ? - 5 -
1.3?D?????·ó?·?·¨ - 5 -
μú?t?? ?í?§1??μ1üàí?ù±?àí?? - 7 -
2.1?í?§??·?àí?? - 7 -
2.2?í?§?úòa?èàí?? - 8 -
2.3?í?§?ò3??èàí?? - 10 -
2.4 CRM?μí3àí?? - 10 -
μúèy?? ?D1úμ?D?3￡?Y·?1????í?§1??μ1üàí??×′ - 12 -
3.1μ?D?òμ??×′ - 12 -
3.23￡?Yμ?D?·￠?1??×′ - 13 -
3.33￡?Yμ?D??í?§1??μ1üàí??×′ - 13 -
3.3.13￡?Yμ?D??í?§·?àà - 13 -
3.3.23￡?Yμ?D??í?§á÷ê§??×′ - 14 -
μú???? ?í?§1??μ1üàí1y3ì?D′??úμ??êìa?°?-òò - 15 -
4.12ú?·?êá?·??? - 15 -
4.2?í?§·t??????·??? - 15 -
4.3 CRM?μí3??ó?·??? - 16 -
μú???? ?¨òé - 19 -
5.1ìáéy2ú?·?êá?oí·t?????? - 19 -
5.2íêé??í?§D??￠1üàí??ì¨ - 19 -
5.3????CRM?μí3 - 19 -
??D? - 21 -
2??????×￡o - 22 -
13000×?
?aòa 2008?ê￡?1ú?ò·￠·?á?μúèy′úò??ˉí¨D?????￡???????à′μ?ê?μ?D?DDòμD?ò???μ???×é￡?èy′ó??óa(chǎn)?óòμè?òμ????óa(chǎn)???¤áòμ??o?ùóé′??1?a￡??÷??óa(chǎn)éì?????o?ùμ??1μ??e?￥×aò?μ??í?§μ??o?ùé??￡?D1úμ?D?òa???úó??D1úò??ˉoí?D1úáaí¨μ??o?ù?D±￡3???óDμ??o?ùó?ê?￡???éùé??á????′ó1??￡μ?ó??§á÷ê§￡?è?o?×?o??í?§1??μ1üàí3éá??′à′???ê?D1úμ?D?2?μ?2?????μ??êìa?￡
±???ò??D1úμ?D?3￡?Y·?1????aày￡???ó??í?§1??μ1üàíμ??à1?àí??￡?í¨1y???D1úμ?D?òμ??×é′?à′μ??o?ù??????×éμ?ì?ì?￡????D1úμ?D??ú?í?§1??μ1üàí·???′??úμ??êìaoí?′??????μ??o?ù??DDá?·???￡?ìá3??Dêμ·?o??D1úμ?D?êμ?ê?é??μ??í?§1??μ1üàíê???oí2????￡
±???μúò?2?·??ééüá???ìaμ??D??±3?°?￠?D????μ?oí?D??·?·¨?￡μú?t2?·??ééüá??í?§1??μ1üàí?ù±?àí??￡??÷òa°üà¨′ó?í?§1??μ1üàíμ??à1??????￠?í?§1??μ1üàíμ???????òaàí???￡μúèy2?·?′óμ?D?òμ?D1úμ?D?￡??ùμ?3￡?Yμ?D?￡??éé@@￡?Yμ?D?μ±?°μ?·￠?1??×′?￡μú??2?·??áo?μ?D?àà?óòμ?í?§1??μ1üàíμ?ì?μ?￡?·???3￡?Yμ?D??ú?í?§1??μ1üàíé?′??úμ?2?×?￡?2￠ìá3?×??oμ??¨òé?￡
1??ü′ê￡o3￡?Yμ?D? ?í?§1??μ1üàí ?í?§??·? ?í?§?úòa?è ?í?§á÷ê§
Changzhou Telecom Customer Relationship Management Strategy
Abstract With the 2008 China's telecommunications industry for 3G licenses, the telecommunications industry for a new round of restructuring, the three operating companies under the entire business operations in a fierce competition, customer competition has become the focus of the operators to compete. In order to maintain its competitive edge in the competition, in order to prevent massive churn, good customer relationship management issues will be the focus of the next few years, China Telecom will face.
In this paper, China Telecom Changzhou branch as an example, using the related theory of customer relationship management, recombinant competition brought about by the reorganization of the China Telecom industry, to exist in the customer relationship management China Telecom problems and will face the competition are analyzed, put forward in line with the actual situation China Telecom means of customer relationship management and strategies.
The first part introduces research background, research purpose and research method. The second part introduces the basic theory of customer relationship management, including the important theoretical concepts, customer relationship management, customer relationship management. The third part from the telecommunications industry China Telecom, to introduce the development situation of Changzhou Telecom, Changzhou Telecom current. The consumption characteristics of the fourth part combines the characteristics, telecom enterprise customer relationship management of telecom users, analyzing the existing problems in the customer relationship management of Changzhou Telecom, and put forward its own proposals.
Keywords Changzhou Telecom, Telecom Industry, Customer Relationship Management, Customer segmentation, Customer Satisfaction, customer churn
????
?aòa - 1 -
Abstract - 2 -
???? - 3 -
μúò??? D÷?? - 5 -
1.1?D??±3?° - 5 -
1.2?D????μ? - 5 -
1.3?D?????·ó?·?·¨ - 5 -
μú?t?? ?í?§1??μ1üàí?ù±?àí?? - 7 -
2.1?í?§??·?àí?? - 7 -
2.2?í?§?úòa?èàí?? - 8 -
2.3?í?§?ò3??èàí?? - 10 -
2.4 CRM?μí3àí?? - 10 -
μúèy?? ?D1úμ?D?3￡?Y·?1????í?§1??μ1üàí??×′ - 12 -
3.1μ?D?òμ??×′ - 12 -
3.23￡?Yμ?D?·￠?1??×′ - 13 -
3.33￡?Yμ?D??í?§1??μ1üàí??×′ - 13 -
3.3.13￡?Yμ?D??í?§·?àà - 13 -
3.3.23￡?Yμ?D??í?§á÷ê§??×′ - 14 -
μú???? ?í?§1??μ1üàí1y3ì?D′??úμ??êìa?°?-òò - 15 -
4.12ú?·?êá?·??? - 15 -
4.2?í?§·t??????·??? - 15 -
4.3 CRM?μí3??ó?·??? - 16 -
μú???? ?¨òé - 19 -
5.1ìáéy2ú?·?êá?oí·t?????? - 19 -
5.2íêé??í?§D??￠1üàí??ì¨ - 19 -
5.3????CRM?μí3 - 19 -
??D? - 21 -
2??????×￡o - 22 -
