Lnp Background Of China Mobile Customer Churn Management

Since reconstruction on the telecommunications in the years of 2008 and the issuance of licenses for third-generation,or 3G,services,China's telecommunications market has entered a new stage of development.Competent authority for the promotion of market coordination and orderly development, has been striving to achieve the market balance through a variety of control measures.In 2010, "local number portability(LNP)" considered the most effective control measures has been piloted some provinces and cities about the full implementation of the country.This article will focus on the customer churn that China Mobile is facing with implementation of LNP and how to respond.Literature research and case study method is the main method of this thesis research. By collecting the materials of domestic and foreign, useing relevant theoretical knowledge acquired during my MBA study at Beijing University of Posts and Telecommunications analysis to form tmy own views. Thesis is divided into five chapters. The first chapter describes the Chinese communications market, the overall pattern of the present, through the 2009 annual report of the three major operators, while operators in China to conduct an overview of control measures.The second chapter is devoted to customer retention associated with the basic theoretical knowledge. This chapter is the theoretical basis of the whole chapter, is the cornerstone of the paper. The third chapter discusses the significance of customer churn. SWOT analysis carried out for China Mobile customers churn on the current situation and the the market environment with the LNP implementation.and LNP on foreign policy implementation were introduced. Chapter IV introduces the LNP policy response to China Mobile can take the short-term and long-term customer retention strategy. Chapter V summarizes the whole article, and China Mobile to service differentiation strategy to address future competition was expected.