Analysis And Design For Cross-region Large Account Management Strategy Of China Netcom

Customer Relationship Management (CRM) is a new competitive principle and management approach that seeks to enhance relationships between the enterprise and the customers efficiently. Some theories and techniques of CRM are discussed in this thesis.In the thesis, at first the change history of marketing is given. Service marketing originated CRM's concept. CRM could contribute to build and keep customer's loyalty, finally can influence to enterprise's core competence. Cross-region large account management is very important to telecommunication enterprise.Finally, the thesis sums up China Netcom's new designs for these customers, Virtual Sales Team, One Stop Service and Double Accounting.