Customer Relationship Management Research Of China Mobile Nanchang Branch

There are only three companies in telecommunication industry in mainland China. However, the competition among of them is extremely intense. After 2008, the telecommunications industry restructured between the wired communication of China Telecom and China Unicom and China Mobile which wireless communications business in the first step. Three companies come back to the same starting line but they owned different advantages. It would make competition more and more intense.The market focused on products which could take the first step in the market. But now, customer become initial factor to win the competition. Telecommunications industry belongs to the service sector, the customer as the center is more important for the present situation of the market. Customer is the key of fierce competition in the market. Customer relationship management (CRM) is a theory of the outcome of the combination of information. It is the demand of customer is the leadership; computer database technology as the foundation, the customer behavior analysis of advanced methods of management, and also through data model with management experience for the customer to realize the relationship between the systematic management means.The following essay is to explain how CRM database was built and analysis the process, explain the details of China Mobile Nanchang subsidiary CRM policy. According to the result of research, according to the tend of development of China Mobile, I will present my ideas and discuss some topics regarding future telecommunication market with theories and work experience.