Study On Customer Relationship And Customer Satisfaction Of China Mobile Under The Background Of 3G

After the telecom industry reorganization of China in 2008, not only the Industry policy and the competition situation has had the tremendous change, more importantly, customers have had a new consumer psychology and consumer behavior based on the 3G technology. Obviously, this kind of change affected them to purchase the service and the product provided by the Telecom Operators. Therefore, to research the customer satisfaction under the new environment of the telecom industry is important to China Mobile.The paper has analyzed the new competition environment of the telecom industry. From the perspective of China Mobile to observe the market, analyzes the the horizontal competition situation and vertical competition situation. Then we discovered that China Mobile faces a serious competition, so we can know that the customer satisfaction is necessary to be researched.So, we analyzed the change of the Industry characteristics and consumer behavior, and found out the factors that affect customer satisfaction. When we compared the evaluation model of customer satisfaction, we found that BP neural network can effectively simulate the customer evaluation process.In this paper, we use BP neural network to analyze the data from the questionnaire. From the view of Telecom Operators, and use the SOM network to analyze the services of China Mobile for further discussion. The point of view and conclusions in this paper have practical significance for China Mobile to enhance the business services, strength the service propaganda, and boost its market share.