Research On The Effective Measurement Of Integral Marketing Plan In China Mobile

As one of the most important Customer Relationship Management means (CRM), customer loyalty programs (LPs) have been widely applied in airlines, hotels and financial services. Meanwhile, LPs gradually prevailed in telecoms in forms of incentive program. However, LPs which is applied in different industry have different results. The research focuses on how about LPs applied in telecom industry, whether they truly cultivate customer’s loyalty and bring considerable profits. In order to comprehensively measure the effectiveness of incentive program in telecom industry, on the basis of precious literatures domestically and overseas, and according to the distinctive features of LPs in telecom, the study is trying to set up a framework to research on the effectiveness measurement through establishing telecom’s direct and indirect gains in two dimensions, one is the direct gains, the other is indirect gains.In the dimension of direct gains, the profit of incentive program is calculated by customer consume and tackiness, which can directly reflect the profit variation caused by incentive program. In the dimension of indirect gains, through the notion of customer value, an indirect-gains model is established by choosing some indicators that closely related to incentive program, which can directly reflect the long-term returns of incentive program.Since the model is proved practical by empirical analysis, telecoms can adjust their strategies on the findings of measurement accordingly, to lower input costs and increase the implementation efficiency, so as to realize the goal of profit maximization.