A Study About Xi'an Unicom Customer Lifecycle Management Strategy

On May 24,2008, ministry of industry and information, the national development and reform commission, the ministry of finance promulgated on deepening the reform of telecommunications notice ", encouraging China Telecom to buy China Unicom's CDMA network, China Unicom merges with China Netcom, China Satcom pass the basic telecommunications operations into China Telecom, China mobile and China Railcom incorporate. Reform and reorganization will issue third-generation or 3G mobile communications licenses combined. This indicates that China's telecom industry into the era of the three pillars of the entire market by three full-service operators a monopoly.On January 17,2009, Ministry of Industry and Information approved that China Mobile Communications Corporation to increase based on TD-SCDMA technology standard for third generation mobile communication (3G) business license, China Telecom will increase the business permit of 3G standard based on CDMA2000 technology, China Network Communications Group Corporation to increase the joint technical standard WCDMA-based 3G business licenses. It declared that the Chinese telecommunication industry formally entered 3G era.In the 3G era, business barriers have been broken. Three telecom operators can operate full-service, offering a differentiated reduction. We can foresee that in communications market, the competition of three operators will be more intense. Despite the major carriers to compete for customers with various amazing ideas, it is still a general feeling puzzled as follows:low-end customers weight increased, customer poor stability with an annual churn rate rising and promotion can not be effectively enjoyed a leading customers. Blindly fighting price wars and promotions can only be attracted to the primary customer, but can't dig out the potential value of customers, only customers back and forth between different mobile operators.If the new China Unicom want to succeed in this fierce battle to gain a leading provider status, it have to abandon the traditional extensive-type method of operation. Based on current market competition situation and telecommunication operators, this paper carries on the marketing management mode analysis of existing China, introduces customer lifecycle management concept, expounds the necessity. And we develop new markets in the new China Unicom to enhance the competitiveness of the strategy to be taken. It is hoped that the article on the transformation of the operation and development of China Unicom have a certain significance.