论邵阳移动个人高价值客户的稳定策略

发布时间：2018-10-12 21:45

【摘要】：20世纪90年代以来，在良好的政治经济环境下，中国移动不断发展壮大，在通信运营商中处于领先位置。电信重组后，给电信企业的发展和竞争带来了前所未有的机遇与挑战，特别是个人高价值客户市场因其重要的战略价值与利润空间将成为各运营商重兵必争之红海。个人高价值客户市场的竞争格局将产生变化,如何分析自身个人高价值客户市场优劣势？如何走适合自己情况的个人高价值客户竞争之路?为解决以上问题，需要对个人高价值客户的稳定策略进行深入研究。本文以邵阳移动为研究对象，分析了邵阳移动所处的竞争环境，并提出了邵阳移动在个人高价值客户稳定工作中面临的主要问题。作者运用客户关系管理相关知识，系统运用实证分析和理论分析相结合的方法，综合及深入分析邵阳移动当前个人高价值客户管理存在问题并提出稳定策略。本人首先回顾和梳理了有关客户关系管理的国内外研究动态，并介绍了客户关系管理的理论综述；其次分析了邵阳移动现有的个人高价值客户管理策略，以及在管理过程中存在的问题及其原因；然后，，依据客户关系管理理论，提出邵阳移动个人高价值客户稳定策略的具体内容，包括深化个人高价值客户市场细分、完善个人高价值客户深层服务、加强服务营销界面功能，提升个人高价值客户经理服务营销能力的四个方面；最后，探讨了邵阳移动个人高价值客户稳定策略的实施过程及保障措施。目前，国内对通信行业个人高价值客户稳定策略的方案研究较少，代表性成果不多，没有形成系统理论。论文根据邵阳移动的个人高价值客户管理的现状提出了稳定策略，旨在增强企业品牌竞争力，提高企业竞争力。
[Abstract]:Since the 1990s, under the favorable political and economic environment, China Mobile has been developing and expanding, and it is in the leading position in the telecommunication operators. After the telecom reorganization, it brings unprecedented opportunities and challenges to the development and competition of telecom enterprises. Especially, the individual high-value customer market will become the Red Sea for the operators because of its important strategic value and profit space. The competition pattern of individual high value customer market will change. How to analyze the advantages and disadvantages of personal high value customer market? How to take the road of individual high value customer competition that suits their own situation? In order to solve the above problems, it is necessary to study the stability strategy of individual high-value customers. This paper takes Shaoyang Mobile as the research object, analyzes the competitive environment of Shaoyang Mobile, and puts forward the main problems that Shaoyang Mobile faces in the stable work of individual high value customers. Based on the knowledge of customer relationship management and the combination of empirical analysis and theoretical analysis, the author synthetically and deeply analyzes the problems existing in Shaoyang Mobile's current personal high-value customer management and puts forward some stable strategies. First of all, I review and comb the domestic and foreign research trends of customer relationship management, and introduce the theory of customer relationship management, and then analyze the existing personal high value customer management strategy of Shaoyang Mobile. Then, according to the theory of customer relationship management, it puts forward the specific content of Shaoyang mobile personal high-value customer stabilization strategy, including deepening the market segmentation of individual high-value customers. Perfecting the deep service of individual high value customer, strengthening the function of service marketing interface, enhancing the service marketing ability of personal high value customer manager; finally, Shaoyang mobile personal high-value customer stability strategy implementation process and protection measures. At present, the domestic research on individual high value customer stabilization strategy in communication industry is less, representative achievement is not much, and no system theory has been formed. According to the current situation of Shaoyang Mobile's personal high value customer management, the paper puts forward a stable strategy to enhance the brand competitiveness of enterprises and enhance the competitiveness of enterprises.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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