A Unicom Customer Loyalty Research

The fast development of the domestic mobile communications market has resulted in a keener competition among different telecommunication companies. In the early stage of market development, these companies concerned more about the growth of user scale and the pursuit of market share. With the rapid growth in the number of users, however, the companies are facing the contradictions between user scale and user profits:a large number of low-end users have entered the network, forcing a synchronous or ahead-of-schedule growth of the network size, while the contribution of these low-end user on the network is relatively low, which in turn reduces the operational profits of the entire network. As the development in the new market is gradually slowing down, the network operators’attention on the existing market will be greatly heightened. Currently, customer relation maintenance, customer market segmentation, customer retention and customer loss rate reduction have become problems to be resolved by the telecommunication operators.Aimed at the problem of customer loss in China Unicom Company A (hereinafter referred to as Company A), the thesis presents a detailed analysis of the problems in its current customer retention work. The business strategy of Company A, which focuses on development but neglects customer maintenance, should be reformed. A solid customer retention system of Company A should be rebuilt to make customer retention work key to the company’s survival and development. Based on the theory of customer life cycle, phased measures should be taken to carry out Company A’s customer retention work. Considering the different characteristics of customers in the different periods of life cycle and integrating market competition factors, we should make practical and targeted customer retention strategies from multiple angles such as the making of the marketing measures, strengthening of the management and enhancing of the service levels and channels to improve customer loyalty, reduce customer loss, promote continuous growth of business profits and enhance market competitiveness.The conclusion of the thesis plays a guiding role in the building, improvement and evaluation of Company A’s customer retention system and helps it to obtain sustainable competitiveness. The contents of the thesis can also be used as a reference for relevant domestic companies or enterprises.