Empirical Analysis On Points Alliance Marketing Of Telecom Operators

At the condition of intense competition of consumer market, developing high-quality customer loyalty became the subject of merchants. As a means of maintaining customer loyalty, points' marketing was being spreading, the same to the telecom operators. But facing the declining of customer satisfaction and points'value in the independent Points Marketing, the merchants began to explore new business models, and then the formation of cooperative alliance was concerned widely.In this paper, I proposed the business model of Points alliance, including intro-industry alliance, cross-industry alliance, and general Points alliance. And the show some typical application cases which are Star Alliance, Citi-AAdvantage cards as well as Nectar Points, and established a factors model of Points alliance by studying and exploring the key of their successes. Then the necessity of Points alliance selecting, as well as the business model are explored and studied based on a detailed analysis of the current status and problems of telecom operators'Points marketing in China.Finally, how to carry out the strategies of Points alliance for telecom operators, including the analysis of the operator's core strengths, partner selection, and the designing of Points rules, is described in detail by using the factors model. In addition, several trends of Points alliance were raised at the end of the paper.The analysis of business model, factors model and strategies about Points alliance are of great significance for telecom operators to carry out the Points Plan and improve customer loyalty.