广东移动手机营业厅客户价值提升策略研究

发布时间：2018-04-25 15:26

本文选题：广东移动手机营业厅 + 客户关系管理　；参考：《广东财经大学》2017年硕士论文

【摘要】：中国电信业正在面临政策环境、市场环境、技术环境的变革,电信运营商提供基础电信服务的差距进一步缩小,随着移动互联网技术的发展,智能手机的普及,客户购买产品或服务更加互联网化,购买行为、消费时点多变,把握客户的需求难度越来越大,而电信企业的竞争归根结底是获取客户价值的竞争,获取的过程贯穿于整个客户关系全生命周期。为了应对时代的发展,中国移动广东公司推出基于移动互联网的手机应用“广东移动手机营业厅”,但是自推出应用以来客户数增长缓慢,客户服务成本高,客户体验差,所以导致总客户价值较低,与存量客户规模和客户价值不匹配,因此,分析和解决存在的问题成为广东移动项目团队的工作重点。文章首先交代了研究背景与研究意义,进而说明文章使用的研究方法和主要研究的内容,在第一部分简述国内外研究现状;第二部分阐述客户关系管理的基础概念、客户关系生命周期模型和客户价值理论;第三部分主要说明了广东移动手机营业厅的内外部经营环境;第四部分介绍国内的手机应用和广东移动手机营业厅客户端的发展情况;最后,基于客户关系生命周期模型列举了广东移动在各个时期的客户价值提升策略,总结出在移动互联网时代电信运营商手机客户端客户价值提升的方法。
[Abstract]:China's telecommunications industry is facing changes in the policy environment, market environment and technological environment, and the gap between telecom operators in providing basic telecommunications services has been further narrowed. With the development of mobile Internet technology and the popularity of smart phones, It is more and more difficult for customers to purchase products or services on the Internet, purchase behavior and consume time points, so it is more and more difficult to grasp the needs of customers. In the final analysis, the competition of telecom enterprises is the competition to obtain customer value. The acquisition process runs through the whole life cycle of the customer relationship. In order to cope with the development of the times, China Mobile Guangdong Company launched the mobile Internet based mobile phone application "Guangdong Mobile phone Business Hall." however, since the launch of the application, the number of customers has grown slowly, customer service costs are high, and customer experience is poor. As a result, the total customer value is low, which does not match with the stock customer size and customer value. Therefore, analyzing and solving the existing problems has become the focus of Guangdong Mobile Project team. Firstly, the paper explains the research background and significance, and then explains the research methods and main research contents used in the article. In the first part, it briefly describes the current research situation at home and abroad; the second part describes the basic concepts of customer relationship management. Customer relationship life cycle model and customer value theory; the third part mainly explains the internal and external business environment of Guangdong mobile phone business hall; the fourth part introduces the domestic mobile phone application and the development of the customer side of Guangdong mobile phone business hall; Finally, based on the customer relationship life cycle model, this paper enumerates the customer value promotion strategies of Guangdong Mobile in each period, and summarizes the methods to enhance the customer value of telecom operators in the era of mobile Internet.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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