Sichuan Unicom Cdma Churn Analysis And Countermeasures

Recent years, China Mobile Communications Industry has been developed very quickly and made very good scale effect. However, the cost of networks and operating declined. The charging standard of mobile communication especially GSM charging standard also declined obviously. At the same time, with the development of cell phone terminal industry chain, more multi-function and personalized of the cell phone design, the price of the cell phone fall. The good commodities service provided by operators, as well as the lower marginal cost for users to changing networks, make the outflow of users more serious. All of these factors together bring a huge challenge to the sustainable development of China Mobile Communications Industry.CDMA Mobile Communication Networks is one kind of networks approved by the State Council. Since its beginning in 2002, the scale of users has kept expending. However, among the market with severe competition, facing the GSM's advantages on charging standard and cell phone produce and design, the user outflow of CDMA has become one of the main factors to restrict the development of CDMA.Being influenced by terminal, networks and market, the users expand of Si Chuan Unicom CDMA goes slowly, while the number of user outflow increase every year. In 2007, there were 537 thousand of new users of Si Chuan Unicom, while 493 thousand of outflow users. The direct loss by user outflow was 26.4 million RMB. The big losing of users make serious influence on the profit level of Si Chuan Unicom. Because of this, there is very important significance to research the user outflow of Si Chuan Unicom.This thesis analyzes lots of data of user outflow of Si Chuan Unicom, with the method of business intelligence, especially analyzing the characters of user outflow of C network by both of single and multi dimensional angles, and analyzing the five measures which industries facing the user outflow need to take. With the theories and methods of management science, organizational behavior, costumer relation management, marketing management and service marketing, this thesis also analyzes the influence on user outflow to C network by the satisfaction and loyalty of customers, strategy for marketing and strategy of service, offering the proposals of detainment users for CDMA. From the angle of customer requirement and customer life cycle, this thesis suggests how to establish the mechanism of user linking and detainment for Si Chuan Unicom CDMA with the five factors of linking resource, marketing strategy, second marketing, service system and system support.The achievement of this thesis will make important reference significance and application value.