Study On Telecom Customer's Subdivision Based On Customer Value

With the constant transformation of China's Telecom industry,in recent years,the competition among the top six Chinese telecom operators has become increasingly intense.The scramble for customers has turned into to be the competitive goal of each big telecom operator.As the old brand immobile network operator,for a long time China Telecom Co.Ltd.has merely focused on the expansion of customers'quantity,whereas the customers'value promotion has been despised,which has contributed to the incessant drain on high-value customers and the emergence of massive low-grade customers.In order to solve the problems that have occurred during the course of development,it's essential for the China Telecom Co.Ltd.to establish an objective and scientific customers'value appraisal system.In terms of the system and for the purpose of reducing the drain on customers and enhancing the market competitiveness, it should appraise the customers'value,subdivide the customers and develop a strategy for the promotion of customers'value.However,the traditional customer subdivision was based on customers'statistical characteristics or purchasing behavior characteristics,which was unable to reveal customers'intrinsic value and satisfy thedemand of telecom enterprises for subdividing the customers and differentiating sales. Based on this,this essay starts from researching into telecom customers'value,thenestablishes the telecom customers'value appraisal system and identifies subdividingapproaches.It has mainly completed some research work as follows:1,Use customer current value(CV)and customer potential value(PV)as twolatitudes to establish the telecom customers'value appraisal system.Discuss andidentify the influencing factors for current value and potential value.Simultaneously,ascertain the calculating method of customers'value------weighted average method.