Study Of CRM For Ningxia Mobile Co.

As we entered the 21st century, the market competition in China's telecommunication industry environment has undergone tremendous change, which is prominently reflected by declining profits in the telecommunication industry, which forced the domestic telecommunication operators have to consider finding new ways to operate and improve their core competitiveness to maintain and develop their advantage in market share. As we all know, the essence of competition is to win valuable customers. Therefore, improving customer satisfaction, loyalty, and strive to win new customers as a key to market competition. Thus, in this context, modern scientific management based on IT — Customer Relationship Management (CRM) -- has been operating domestic telecommunication firms.At the some time, because of Ningxia mobile company in the face of difficulties, such as the recent decline in profits, thus some corresponding measures to be taken in order to fight for customers and increase market share. Because of this, this article according to the actual situation of company I work for, and in reviewing customer relationship management theory and the status of the telecommunications industry CRM application, detailed analyzing problems which China's telecommunications industry encountered during applied CRM. Then, I present a meticulous analysis of internal and external environment the company applied CRM, and conducted analysis of SWOT, and resulting characteristics in the development of China's telecommunications market, and trends and conclusions in the company's development. And on the bases of the analysis of environmental and SWOT, the paper explained in detailed the objectives and content in implementation of CRM. Finally, this article makes clear the steps to implement the strategy of customer relationship management system.