.3 G To Start Operations Sichuan Mobile Customer Retention Strategy Analysis

May 2008 restructuring of the telecommunications industry, the establishment of a new China Mobile, New China Telecom and China Unicom, three communication operation, China's Information Industry Ministry of Industry and again in January 2009 to the three operators, 3G licenses were issued. Third-generation mobile communication (3G) in the development of the initial target audience mainly from the current 2G users, China Mobile users share up to 80%, while three 3G licenses because of the existence of technology and network operators the difference in time, China Telecom and China Unicom made a relatively high target, Industry and Information Department of China Mobile proposed in the 3G market, the inevitable move to account for one-third of the world. All this shows that early stage of development in 3G, China Mobile subscriber churn is inevitable.Against this background, this article hopes of national 2G and 3G operations abroad, the practice of the Sichuan Mobile 3G operators lose customers manage the initial study, by analyzing the causes of erosion and put forward ways to retain customers and strategy. Would like to achieve the main objective of this article can be summarized into the following three points:by China Mobile to bring 3G to the opportunities and challenges in the analysis, combined with the new 3G-owned businesses, Sichuan Mobile customer churn management and customer loyalty management, provide some new thinking.by now accumulated fixed telephone and mobile phone customers the loss of management analysis, practical results of which applied to the Sichuan Mobile in the 3G the new competitive environment and finding ways to retain target customers. through the 3G market with Chinese characteristics, environmental analysis, to design appropriate strategies in Sichuan actual customer churn.Chapter I Introduction, introduces the research background and significance; second chapter of the competitive environment through the 3G analyzed, Sichuan Mobile 3G operators in the initial stage will inevitably face the loss of a large number of customer issues; third chapter introduces the study of the needs of customer churn knowledge and theory; fourth chapter analyzes the telecommunications industry in Sichuan customers the loss of status and countermeasures; fifth chapter the use of SWOT analysis and a detailed analysis of five forces analysis of the 3G era, China Mobile's competitive environment, the use of customer relationship management and Sichuan Mobile 2G actual operating practice, case studies churn type; sixth chapter is devoted to customer churn prediction models currently in use Sichuan Mobile 2G and 3G era of customer retention model of how users choose mobile operators; Finally, in Chapter VII from the stock of high-value customer retention, play to the network quality and brand effect to accelerate fixed - mobile convergence, as well as leveraging the Government and society put forward four deal with Sichuan Mobile customer churn strategy.Thesis using empirical analysis and comparative study of methods, through a combination of theory and practice research methods, to Sichuan Mobile customer churn management analysis and evaluation of research results, and through practical cases and further demonstrated that the application of research findings on the Sichuan Mobile's marketing system to promote the building of great significance, for similar services enterprises to find a perfect enterprise customer relationship management measures has certain reference value.