海南移动宽带客户关系管理策略研究

发布时间：2018-03-04 09:20

本文选题：宽带业务　切入点：客户关系　出处：《西南石油大学》2017年硕士论文　论文类型：学位论文

【摘要】：作为海南电信行业的领头羊——海南移动,其业务种类、网络覆盖、营收等都强于其他运营商,但海南移动宽带市场份额、营收等远弱于电信、联通,因此海南移动要在宽带市场上站稳脚跟,与客户不断交流,挖掘客户需求,不断提高其宽带产品质量和服务等来满足客户需求,对建立并维护良好的客户关系,从而赢得宽带业务的市场竞争,显得尤为必要和重要。针对海南移动宽带客户关系管理现状,应用市场营销、客户满意度忠诚度等理论与方法,分析指出了海南移动宽带客户关系管理存在的主要问题为:对宽带客户需求把握不够,客户对宽带业务产品及服务了解不足,不同业务的客户资源共享不足;个人宽带业务产品服务稳定性不足,同质化、缺乏个性,对客户的让利无差异;对客户细分不到位,只是个人客户和集团客户的粗放管理等。在此基础上,针对海南移动宽带客户关系管理存在的问题,应用客户全生命周期理论与方法,研究提出了海南移动宽带客户关系管理对策:(1)在客户发现阶段,通过市场调查与分析了解不同类型客户的需求以及消费的趋势,细分客户,以发现海南移动宽带的潜在客户。(2)在客户获得阶段,根据高购买力强购买欲望、高购买力弱购买欲望以及低购买力强购买欲望的潜在客户特点,进行有侧重性的宣传和营销,说服潜在宽带客户购买产品,不断的培养客户忠诚度,从而获得客户。(3)在客户维系阶段,针对不同类型、不同层次的客户特点与需求,实施差异化的分层服务,针对性地提供优惠和个性化产品,来提高客户的满意度和忠诚度。(4)在客户衰退阶段,针对宽带客户离网原因,提出挽留宽带客户的对策措施。(5)整体客户价值提升上,应强化海南移动宽带品牌形象的树立、海南移动宽带业务的创新,并针对宽带客户特点和需求,提供个性化的服务与及时响应。
[Abstract]:Hainan Mobile, as the leader in the Hainan telecommunications industry, has stronger business types, network coverage, and revenue than other operators, but Hainan Mobile has a far weaker broadband market share and revenue than telecommunications and Unicom. Therefore, Hainan Mobile wants to establish a firm foothold in the broadband market, constantly communicate with customers, tap customer needs, constantly improve the quality of its broadband products and services to meet customer needs, and establish and maintain good customer relations. In order to win the market competition of broadband business, it is particularly necessary and important. In view of the current situation of broadband customer relationship management in Hainan Mobile, the theories and methods of marketing, customer satisfaction loyalty and so on are applied. This paper points out the main problems of Hainan Mobile Broadband customer relationship Management (CRM): insufficient grasp of broadband customer demand, insufficient understanding of broadband service products and services, and insufficient sharing of customer resources among different services; Personal broadband business products and services are not stable, homogenized, lack of personality, no difference to the benefit of customers; customer segmentation is not in place, just individual customers and group customers extensive management. On this basis, In view of the problems existing in customer relationship management (CRM) of Hainan Mobile, applying the theory and method of customer life cycle, this paper puts forward the countermeasure of customer relationship Management (CRM) of Hainan Mobile in the stage of customer discovery. Through market research and analysis to understand the demand of different types of customers and the trend of consumption, subdivide customers, to find out Hainan mobile broadband potential customer... 2) in the customer acquisition stage, according to high purchasing power strong purchasing desire, High purchasing power weak purchase desire and low purchasing power strong purchase desire potential customer characteristic, carry on the publicity and marketing with emphasis, persuade the potential broadband customer to buy the product, continuously cultivate customer loyalty, In order to achieve customer maintenance phase, according to different types and different levels of customer characteristics and needs, the implementation of differentiated hierarchical services, targeted to provide preferential and personalized products, To improve customer satisfaction and loyalty. (4) in the stage of customer decline, aiming at the reasons of broadband customers leaving the network, the countermeasures of retaining broadband customers should be put forward and the overall customer value should be promoted. The establishment of Hainan mobile broadband brand image should be strengthened. Hainan mobile broadband service innovation, and broadband customer characteristics and needs, provide personalized services and timely response.
【学位授予单位】：西南石油大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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