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论文编号：	437
作者编号：	2120062358
上传时间：	2008/6/12 13:16:12
中文题目：	山西联通客户保留策略研究
英文题目：	The Research on Shanxi Unicom
指导老师：	李季 副教授
中文关键字：	山西联通 客户保留 客户生命周期
英文关键字：	Shanxi Unicom Customers to Re
中文摘要：	经过十几年的发展，中国电信市场己经由完全垄断向垄断竞争转变，电信运营商之间的竞争逐渐从对网络资源的争夺向对用户市场份额的争夺转变。竞争的焦点也由争夺新增用户向争夺新增用户与保留老用户两方面并重转变。在发展用户越来越困难的情况下，保留客户，提高客户的忠诚度变得非常必要。客户保留问题已经成为移动运营商效益是否能够提高的重要因素。 本文基于山西联通所处的移动通信市场经营环境和竞争格局，面对山西联通日趋严峻的竞争形式，利用客户关系理论、客户保留理论结合山西联通的产品结构，作出了相应的分析研究，从而努力找到客户保留的一些方法和措施，并根据这些方法提出适合的政策调整。在研究过程中，本文对山西联通产品进行了分类，研究参考了其他一些相关行业的经验，并通过提高用户的感知价值及从品牌影响力，客户满意的渠道管理等方面来阐述保留客户的一些策略；从用户的满意度、服务质量入手，从而获得更为紧密的客户关系。本文也提出了客户保留不是企业某个部门的事情，而是整个企业各个部门都要给予重视的问题。文章以客户生命周期为主线，通过系统、全面地分析影响客户保留的客户让渡价值、客户满意度和客户信任和转移成本四个要素，结合山西联通现状，提出了山西联通客户保留问题的总体思路和对策。 通过本文的分析和研究，希望能够解决山西联通目前所存在的的问题，提升客户关系管理能力。从而全面实施客户保留策略，挖掘客户价值，使移动通信业务的经营，由以发展客户为主要增长方式的模式，向发展客户和保留与提升客户价值模式转变，提高新形势下的市场竞争力。相信本文的一些观点和主张能对山西联通加强客户保留工作有一定的参考和借鉴作用。
英文摘要：	With few decade years' development, the China telecommunication market has evolved from perfect monopoly to monopolistic competition.Meanwhile,competition among these telecommunication companies has shifted from network resources to market share, with its focus changing from new customers exploring to retaining loyal customer together with attracting new users.In the increasingly difficult development circumstances, to retain customers, improving customer loyalty has become very necessary. Customer retention has become important factors whether the mobile operators can improve the efficiency. Based on the Shanxi Unicom's mobile communications market in which the business environment and competitive landscape, in the face of increasingly grim competition, thesis make the correlation analysis try to find some way to retain customers and measures by customer relations theory, the customer retention theory and Shanxi Unicom's product, and make adjustments by these methods,.In the course of the study, Shanxi Unicom products are classified .In the hardware and software management, the study made reference to a number of other related industries experience.the study explain some strategy to retain customers through increased user value and the influence of the brand, customer satisfaction, channel management , and other aspects.The study want to gain a closer customer relationship from the user's satisfaction, the perspective of the quality of service .At the same time ,thesis also explain Customer retention is not a sector enterprises things, but the whole enterprise should pay attention to. To the main line customer life cycle, thesis analysis four cost elements of the transferring customer value, customer satisfaction, and customer confidence and transfer costs.combaining Shanxi Unicom with the status quo, the study propose countermeasures on the issue of reservations and the overall idea in the customer life cycle of reservations Countermeasures. Through the analysis, thesis hopes to resolve the current Shanxi Unicom problems, improve customer relationship management capabilities and implemente the customer retention strategies, mine customer value.The study enabe to change mobile communications business operations from the main mode of developing customers to the mode of developing and retaining customers in order to enhance customer value and improve market competitiveness under the new situation. I believe some of the viewpoints and ideas in thesis must be able to enhance the work of customer retention to the Shanxi Unicom.
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