中国电信客户关系管理策略研究
13000字
摘要 2008年，国家发放了第三代移动通信牌照，随之而来的是电信行业新一轮的重组，三大运营企业全业务运营下激烈的竞争由此展开，各运营商之间竞争的焦点逐渐转移到客户的竞争上。中国电信要想在与中国移动和中国联通的竞争中保持现有的竞争优势，减少甚至杜绝大规模的用户流失，如何做好客户关系管理成了未来几年中国电信不得不面对的问题。
本文以中国电信常州分公司为例，运用客户关系管理的相关理论，通过对中国电信业重组带来的竞争格局重组的探讨，对中国电信在客户关系管理方面存在的问题和即将面对的竞争进行了分析，提出切实符合中国电信实际情况的客户关系管理手段和策略。
本文第一部分介绍了课题的研究背景、研究目的和研究方法。第二部分介绍了客户关系管理基本理论，主要包括从客户关系管理的相关概念、客户关系管理的几个重要理论。第三部分从电信业中国电信，再到常州电信，介葽@Ｖ莸缧诺鼻暗姆⒄瓜肿础５谒牟糠纸岷系缧爬嗥笠悼突Ч叵倒芾淼奶氐悖治龀Ｖ莸缧旁诳突Ч叵倒芾砩洗嬖诘牟蛔悖⑻岢鲎约旱慕ㄒ椤Ⅻbr>
关键词：常州电信 客户关系管理 客户细分 客户满意度 客户流失
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
目录
摘要 - 1 -
Abstract - 2 -
目录 - 3 -
第一章 绪论 - 5 -
1.1研究背景 - 5 -
1.2研究目的 - 5 -
1.3研究思路与方法 - 5 -
第二章 客户关系管理基本理论 - 7 -
2.1客户细分理论 - 7 -
2.2客户满意度理论 - 8 -
2.3客户忠诚度理论 - 10 -
2.4 CRM系统理论 - 10 -
第三章 中国电信常州分公司客户关系管理现状 - 12 -
3.1电信业现状 - 12 -
3.2常州电信发展现状 - 13 -
3.3常州电信客户关系管理现状 - 13 -
3.3.1常州电信客户分类 - 13 -
3.3.2常州电信客户流失现状 - 14 -
第四章 客户关系管理过程中存在的问题及原因 - 15 -
4.1产品质量方面 - 15 -
4.2客户服务水平方面 - 15 -
4.3 CRM系统运用方面 - 16 -
第五章 建议 - 19 -
5.1提升产品质量和服务水平 - 19 -
5.2完善客户信息管理平台 - 19 -
5.3改进CRM系统 - 19 -
致谢 - 21 -
参考文献： - 22 -
