4G时代客户价值的提升

发布时间：2018-05-08 00:23

本文选题：客户忠诚度 + 利润最大化　；参考：《通信企业管理》2014年11期

【摘要】：4G时代是存量市场的竞争,管理好客户价值,将在2G、3G时代的现有用户延续成4G用户,为客户提供更精确、更切合需求、更个性化的服务,提升用户和收入的规模已成为三家运营商在4G时代服务战略的重中之重。在同质化竞争特征明显的通信市场中树立先进的客户管理理念,提升客户价值水平是运营商构建核心竞争力的关键。在运营商对客户资源投资过程中,如果资源投入过少,那么运营商无法挖掘出客户的潜在价值;如果资源投入过多,那么运营商难以把用户潜在价值最大程度地转化为现实的现金流。运营商应随客户关系发展的不同阶段实施动态的客户价值提升策略,从而实现利润最大化。运营商要提升客户价值,必须构建一个统一的客户价值评估模型,以便更好地开展客户价值的评估工作,进而推动客户的精细化分级管理和服务资源的优化配置。其中,客户价值评估模型的构建,主要通过采集客户的关键指标,对客户进行科学、精准的价值评定。
[Abstract]:4G era is the competition of stock market, good customer value management, will continue to the existing users in the 2GG 3G era into 4G users, to provide customers with more accurate, more responsive to demand, more personalized services, Increasing the scale of customers and revenues has become the top priority of the service strategy of the three operators in the 4G era. It is the key for operators to establish advanced customer management concept and improve customer value level in the communication market with obvious homogeneous competitive characteristics. In the process of operators investing in customer resources, if they invest too little resources, operators cannot tap the potential value of customers; if they invest too much resources, So operators will be difficult to maximize the potential value of users into the real cash flow. Operators should implement dynamic customer value promotion strategy with different stages of customer relationship development, so as to maximize profits. In order to enhance customer value, operators must construct a unified customer value evaluation model, in order to better carry out the evaluation of customer value, and then promote the fine and hierarchical management of customers and the optimal allocation of service resources. Among them, the construction of customer value evaluation model, mainly through collecting the key indicators of customers, scientific and accurate evaluation of customer value.
【作者单位】：南京邮电大学管理学院;
【分类号】：F626;F274

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