The Research On Customer Relationship Management System Of China Unicom, Chongqing Branch

With the development of China's economy, the telecommunication industry promotes the economy more and more evidently. It absolutely has met the people's demand for telecommunication of high-quality at large , and stimulated the growth of the related industriesNowadays, China telecommunication industry is experiencing huge changes and challenges, so is the China Unicom. How to enhance the enterprise' core competence, acquire satisfactory achievements at increasing customer loyalty , decrease enterprise marketing expenses and integrate enterprise resources remains a confusing puzzle before us. This thesis suggests that customer relationship management (CRM) can be utilized to handle it. Focusing on customer demands, CRM is not only an advanced ideological system of management but also a set of computer software system. Only through CRM can the enterprises be aware of customer's demands and supply the satisfactory products or service. Thus the enterprises will be able to survive the severe competition and develop well.By virtue of the former research achievements, this thesis reviews related research works and illuminates the relationships between customer satisfaction, customer loyalty, customer perceived value, service qualification and enterprise profit rate. Furthermore , It points out a certain relationship among customer satisfaction, differentiation of marketing and the enterprise profits.This thesis also points out that the differentiation of marketing can lead to higher customer satisfaction to possess a larger sum of customers and finally enable the enterprise to gain more profits. Thus , China Unicom will take the initiative in this war of competition . After all, customer is the only factor to judge "win or lose", "live or die". To go over the basic theory of CRM comprehensively , customer value theory is introduced as well.As a final part of this thesis, China Unicom Chongqing branch has been taken carefully as an objective for research. With the analysis of the environment of China Unicom Chongqing branch, this thesis illustrates that only the CRM based on the differentiation strategy enable China UnicomChongqing branch to acquire more and more profit shares in the intensive competition. Aiming at the current actuality and difficulties of China Unicom Chongqing branch, the author elucidates the objectives and the standards of the CRM plan for China Unicom Chongqing branch, together with the implementation of designs of CRM system. Special attention is paid to the system function establishment of CRM and the system information base , including information channels , information categories and information demands.