Marketing Services For Telecommunications High-value High-risk Customers

Under the developing the No.3 generation mobile telecommunication and the chance of reconstructing of "Five into Three" among telecom operators, the competition of telecom market becomes more and more fierce. Before the beginning of the full-service competition, the telecom operators' operating focus is transformed to the customers. The more customers no matter who holds, the more benefit they will get and win in the competition in the end. These years, however, the customers' growth rate of telecom is becoming lower in our country. All the telecom operators are involved in the trouble of price competition, facing the dilemma of amount and benefit. Therefore, in order to hold more market share, the telecom operators have to not only develop the new customers, but also reserve current customers at the same time. According to the trend of the telecom industry competition in our country, the drain of the current customers become more and more severe. If analyzing the data warehouse in cluster method based on the management of customer relationship; constructing the drain prediction model of customers; searching for the potential drain of customers; predicting the customers who will leave the telecom company, meanwhile distinguishing between the customers in detail, and trying their best to reserve their customers and make some targeted marketing measures, the telecom operators will reserve most of his customers and gain the competitive advantage.The main reason why the drain of the telecom customers is that the drain of the high-value and high-risk customers. The telecom operator expect to establish a complete, closed-loop marketing service system; distinguish their customers for a second time according to the high-value and high-risk customers' consuming behaviors and preference, and insight their customers and understand their customers' value, on the base of which the telecom operator will form a marketing strategy and the marketing channels of the joint marketing in order to reserve their current customers. As we all know that the customer's resource is the most important advantage of business competition nowadays. Whether the telecom operators can reserve their high-value and high-risk customers are the most important factors of improving their competitiveness.This thesis definite the high-value and high-risk customers of telecom on the base of statistical data analysis and the designation method of high-value and high-risk customers according to the requests of accuracy, coverage and timely rates. Meanwhile, the writer study the Marketing strategy and marketing methods for the high-value and high-risk customers according to the methodology of marketing insight and the actual situation, especially the high-value and high-risk customers' marketing service system and the closed-loop IT system. At the same time the writer analyze and evaluate the effectiveness of marketing service system of the high-value and high-risk customers on the base of the actual application of case. The conclusion of this essay aims at providing one kind of practical marketing method; realizing the conformity of marketing system and IT management; strengthening the marketing workflow to the high-value and high-risk customers; making better daily and large-scale benefits from the high-value and high-risk customers. This thesis aims at providing a reference to the high-risk customers' marketing service system after the full-service competition.