Value Analysis And Marketing Countermeasures On China Netcom's Key Accounts

Today, the business gap between the communication operators of China gets gradually smaller while homogenized competition becomes increasingly significant. Through several years of reform, the domestic communication industry has formed the competition structure consisting of such operators as China Mobile, China Telecom, China Netcom, China Unicom, China Tietong, and China Satcom, etc. In the context of insufficient increment, the competition for existing market gets more intensive. Since key accounts are the valuable resources of an enterprise, the main marketing strategy of all operators is to develop their key accounts. China Netcom is now facing very tough challenge in this furious market competition environment. Furthermore, as the market demand develops toward integrated, diversified, customized, and simplified direction, to provide key accounts with one-stop, integrated and packaged solutions has become the key effort of domestic communication enterprises which are in the transitional process toward integrated information service providers. This thesis is proposed under such a background, where the value research and marketing countermeasures on key accounts are the subject to be studied.In this thesis, the author firstly makes theoretic research and study on the value of customers, especially, customer lifetime value. With consideration to the present status of China Netcom's key account management, the author finds that China Netcom has extensive key account management, which lacks scientific analysis on customer value and uniform classified management system and marketing planning system based on customer value. Therefore, it becomes particularly important for China Netcom to continually enhance value research on its key accounts and further promote precise marketing.Effective segmentation of key accounts is a critical part of key account marketing efforts. After systematically researching the theoretic evaluation method of key customer value, the thesis makes multi-angular classification of China Netcom's key accounts, e.g. classified by the actual revenue and potential revenue of customer, by the revenue and influence of customer or by other ways.Based on the multi-angular classification of China Netcom's key accounts, the thesis establishes the marketing countermeasures pertaining to different types of key accounts by using complex index method. It also develops corresponding marketing countermeasures according to correlation analysis on customer lifetime value and customer satisfaction. The author also proposed some corrective recommendations for the problems encountered in the key account marketing management efforts of China Netcom.Finally, with reference to the transition of domestic communication operators in recent years, the thesis studies the necessity and importance of China Netcom's promoting key customer value through transition, and in detail analyzes how China Netcom can provide diverse and customized ICT service marketing countermeasures for customers of different industrial characteristics during the transitional process.