The Realization Of The ERP System In China Unicom

In recent years, with domestic development of the telecommunications industry,business volume increases year by year. According to the latest data of the Ministry ofIndustry and Information Technology of the People ’s Republic of China, at the end ofNovember2011, China telecommunications business’s main business income was901.15billion yuan, compared to that of the same period of2010, an increase of9.6%,and it include mobile communications business revenue of651.91billion, a riseof13.6%year on year in2010, accounting for72.34%of the total telecom revenue.Mobile communication has become the fastest growing and the highest profitabletelecommunications industry.The business volume of the mobile communicationsindustry continues to surge, causing mobile operators obtain customer informationincreasing at a rapid pace. After China finished the restructuring of several telecomoperators in January2009, China Telecom, China Unicom, China Mobile this threetelecom operators in the situation of tripartite confrontation were formed, and mutualcompetition between this three operators become increasingly white-hot.Communications operators face with the vast amounts of customer data andinformation, and how to obtain useful information in these data to provide support forcompany maintenance and the decision to develop the customer has become the primaryconcern of various mobile suppliers.In this thesis, we mainly research the application of data mining theory andtechnology in China Unicom’s customer relationship management (CRM). First,we aregoing to introduce the background of the text research, the CRM application status ofdomestic and international telecommunications carriers, and the relashinship betweenCRM and ERP.Then we describe the theoretical knowledge and process and databasecomprehensively. After that,through the analysis of the communication customers’characteristics,we introduce the necessity of implementing a CRM system in ChinaUnicom and system structure of Unicom CRM. Afterwards,we propose that using datamining techniques to China Unicom’s customer relationship management, takingadvantage of data mining technology analyse the company customer information to deal with customer groups classification, customer profitability analysis, customeracquisition and preservation, customer satisfaction analysis and so on. Finally, ChinaUnicom analyze the demand analysis, model design and operation results of mobilecustomer segmentation model, communication model of customer satisfaction andcustomer churn prediction model,illustrating the successful construction of EPRcustomer data mining system and smooth running.Finally,it comes to a conclusion, China Unicom can extract useful informationthrough the operating of data mining technology from vast amounts of customerinformation and data to maintain excellent customer relations, develop potentialcustomers and improve China Unicom’s competitiveness in the communicationsindustry.