| In recent years, the business of mobile phones develops very quickly in our country. For example .In Jilin province .It started in 1992.Because it was cost very high in uses it in that times. Only a few of persons who have a lot of money could use it. So it was called "Big Boss". Experience about four or five years of the market ducting expect. It development speed accelerated, enter the market growth period gradually. At the end of 2004 .Total mobile phone users in Jilin province becomes 8.52 million. About have the 30% of the total number of populations. Mobile phone became one of the most common tools which people very need. Accompany with the fast development of the business, the system reform of telecommunication in our country also progress quickly, The mobile phone market in Jilin province originally conduct alone by the post and telecom bureau, Now changed to three parts, Jilin Mobile, Jilin Unicom, Jilin Netcom. Market quota of Jilin Mobile is 56%,wicth is the biggest ,the second is Jilin Unicom ,27%. Jilin Netcom, is 17%. For technique system aspect, Jilin Mobile selected GSM(a kind of TDMA i.e. Time Division Multiple Access), Jilin Unicom not only has GSM but also CDMA(Code Division Multiple Access), for Jilin Netcom is PHS(a kind of TDMA i.e. Time Division Multiple Access). The CDMA business of Jilin Unicom. From the technique side, it is standing in the leading position in the world. Compare with GSM and PHS, it is advantage include efficiently frequency usage, fast date transfer speed, and so on. From the business view, it is also have more advantage, such as good for health, keeping secret, unimpeded, vogue etc. It get good opinions all over the world, and it is also get success on the abroad market. But for three years marketing operation by China Unicom, the result is not so good. The main problem include slowly customer increase rate, high customer leaves net rate, and low ARPU(Average Revenue Per User) etc.. Relationship marketing is the hot issue of marketing in recent years, its main thought is to satisfied the customer, and make it loyalty, to get stable long-term customer relation, carry out the performance of the enterprise. through relationship marketing, the user number of mobile phone company can increase validly, leaves net rate could decline down. Reduce the cost expenditure at the time of increasing the business enterprise income, thus raise the business enterprise performance. Compared with other trades, the mobile phone is more suited to do relationship marketing. Because when customer selected the telephone service, at the days he not leaves the net, the mobile enterprise will service him continually, and the customer also needs to keep on the consumption. The telephone terminal in customer's hand is not only his personal communication tool, but also it is convenient tool for enterprise to interaction with customer. Be advantageous to the long-term stable relation of development. In order to carry out relationship marketing in Jilin Unicom, need to carry on the improvement to the existing marketing organization system. In improve process, should outstanding the function of customer service. These works include the improvement to common customer's service quantity and provide the more preferred service for the very important customer.Adopt the computer related technique, the CRM (Customer Relationship Management) system could collect and manage customer's information more effectively. Also it can pass analytical various detailed and accurate data that fit the activity need of enterprise, find out the target customers for it, provide the basis for the study of customer's need and desires, establish a firm foundation for customer relationship, it is necessary guarantee of the high quantity relationship marketing. Consider according to the cost and time aspect, Jilin Unicom should carry out the CRM as soon as possible currently, which related with very important customer only. Very important customer is the most valuable users for enterprise. By the management theory,80% of income made by 20% customers. For CDMA business of Jilin Unicom, 80% of income made by 15% customers. In the other side, the value of very important customer also present on it is commercial force and rallying point. It is a guarantee to the steady growth of the business income, and important method of raise market quota. In development of CDMA business, Jilin Unicom should think much of the very important customers strategically. Provide special discount and preferred service. Satisfy the characteristic and otherness need of very important customer well, expect to establish a long termed stable business relationship of the very important customers. The very important customer can divide to two types. 'group customer'and VIP(very important person) .In mobile phone business, 'group customer'means a group of mobile phone users associate with social relation. Commonly construct by person of same unit or same trade. Uncertainly, theeach individual customer would not brought very high revenue, but the mobile phone company would get very high income from the whole group. A VIP indicate one customer who will brought high revenue. customarily, mobile phone company measures the consumption level of different customers with the ARPU (Average Revenue Per User)value, and constitute different strategy in marketing aspect. For group customer's marketing, the traditional way of doing it is to provide special discount. For price sensitive customer, this kind of means is still important, But for most of the group customers, special functions designed for them which also fit there needs is more attractive than the low price. 'Trade Application'( Mobile Phone Trade Application product) that be developed this two years is the special product for that purpose. Therefore, a period of aftertime, the Jilin Unicom CDMA business marketing strategy of group customer, will regard 'Trade Application'as principle, and assist it with special discount. At 'Trade Application'product development aspect, the CDMA has the obvious technique advantage. Its data baud rate is fastest in existing personal mobile phone system, Still included the WAP, Java, BREW etc. which is the most popular and the most advanced techniques in computer field. So the 'Trade application'product have the extensive action foreground. Jilin Unicom selects trades whose information-based requirement more urgent and more mature as the marketing point ,such as public security official, financial and stock, transportation, electric power, weather, health care, automobile of action etc. developed a series'Trade Application'product such as 'Wireless Public Security ','Wireless Traffic', 'Wireless Electric Power ','The Mobile Phone Bank','The Movement Weather" etc. In the past two years, these products all acquired good result on market. Marketing of other customers include the VIPs, Jilin Unicom should pass the two ways implementation relationship marketing, face to face marketing of the client's manager and marketing in self storefront. The point character is health, keep secret, unimpeded, vogue of CDMA. Pass the product merit and the customer service quality to create the business relations of customer, Let customers buying and continuously use the CDMA of Jilin Unicom and it's related products. In customer keeping, should improve the existing service mode to match the principle of the relationship marketing. On the concrete way of doing, to very important customer should create customer club. On one hand, provide them the special discount and conveniences of carry out the Unicom business, on the other hand, provide them other non-mobile service through alliance unit, such as the airport and train station VIP etc. The implementation is characteristic, otherness, and humanization service, Object is increase the satisfaction rate of very important customers. For common customers, should pass to the service level, the product advantage, and the customer training three ways to raise the whole customer service level. The way of do it include service means such as increase the fee method, personal remind etc. Product means of satisfies vogue customers such as 'Satellite Location', 'Colored E', 'Glaring Rings'etc. Customer means such as customer training. Say together, Pass various means exaltation customer satisfaction and loyalties,... |
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