The Research On High-end Customer Retention Of D Mobile Company

As the situation of maket economy changes, competition in the communications market has become increasingly fierce, and the target changes from specific markets into high-end customers.The purpose of the study is to have a further analysis about the reason, and more importantly, expect to get a conclusion from it, served as the evidence for the improvement of high-end customer retention. The study obtains and analyzes information in several dimensions, such as external information collection, customer discussions, internal resources sorting and system data analysis, getting a relatively accurate and convincing conclusion, which is available to high-end customer retention work. In the special study, by analyzing communications industry competition situation, it finds that there exist some differences between China Mobile, China Telecommunications Corporation and China Unicom in channel input, marketing policy and terminal input. By discussing with the customers, it has learned that there are deficiencies in current service of D Mobile Company. According to the analysis of the internal division of responsibilities and customer service system, there is dereliction of duty and resources are lack of integrating. At the same time, the study uses the inner platforms and customer service analysis system to track and analyze customer behaviors. Then it uses data mining, cluster analysis and other methods to analyze. According to the stability, high-end customers can be divided into four groups: stable group, relative stable group, less stable group and unstable group. Then it has a deep analysis in overall situation, stability and affecting factors of the high-end customers, finds the related impacting factors of the high-end customers. For the operation of high-end customers, the most foundmental things is to enhance the stability of high-end customers, push the unstable customers transfer to relative stable customers and transfer relative stable customers into stable customers. At last, the study integrates the analysis result and on the basis of D Mobile Company's organizational structure and functional characteristics, proposes some marketing suggestions about high-end customer retention, making a greater contribution to the operation goals of the company.