Study On Consoliding Customer Loyalty Strategy Of China Mobile

The Chinese government managed to consolidate the nation's telecommunications sector into three entities offering both landline and cellular services on Oct,2008. Rival telecommunications firms China Unicom and China Telecom Corp. are expected to market share from China Mobile under the industry revamp. China mobile is the biggest carrier of the world and the leader of China as well, which have more better customer loyalty than rivals.Cutomer loyalty strategies are analyzed in terms of overall cost leadsership,customer segmentation,service differentiation and developing rural mobile market. Based on Maslow's hierarchy of needs, customer loyalty, employee loyalty and investor loyalty are analyzed and lead to the dialectical and coupling relationship of them.Improvement of customer loyalty are proposed including strengthening people-oriented enterprise culture,optimization of KPI customer-oriented and updating network management system and business operation supporting system complying by Six Sigma method.