Binzhou Mobile Customer Value Assessment

Telecom Industry after2009, Shandong Unicom and Shandong Netcom merged to form a new Unicom, The use of oneself resource advantage, policy support and sharing,3G network quality has been close to the level of2G; Shandong telecom integrated CDMA network size and quality of the forefront of the nation, integrate and obtained the rapid expansion and improvement. The two operators comprehensive strength in this group are very strong. In addition, they operate for many years accumulation of broadband services in a monopoly position, through product cross bound development of fixed mobile convergence customers, our development has brought great difficulties. Binzhou mobile Shandong branch is the Shandong mobile communication limited company place belongs to a local company, currently has800employees, Year business income is close to1.2billion CMB,2.6million customers, products and services is basically a proprietary channels and social channels, entity and electronic sales channels, Customer type contains all sectors of the community, the very rich client resources, customer year add rate12%, Hope that through the analysis of customer value to the enterprise, and combining the need of customer segmentation management and services, limited resources rational distribution, development of targeted marketing strategies, to3G service push play a leading role. The main contents of this paper include the following aspects:First, on the customer value evaluation method of relevant research literature were elaborated, and the customer value and customer segmentation research; Secondly, research of Binzhou mobile communication company customer value, establish the corresponding customer value evaluation system; This paper adopts case analysis, The customer value and customer behavior segmentation combination, based on customer value customer segmentation, And so making the customer value analysis of the process and development strategy for different customer segmentation, put forward the effective strategy to promote the value, especially for new business,3G business development strategy are discussed...