Research On Optimization Of CRM System For Large Mobile Customers

In the context of new market, the crux of the market competition of mobile communication companies lies in the stability of existing customers. The group customers of mobile business, under the impact of higher average individual ARPU value, turn to be the focus of market competition, and an important field where mobile operators endeavor to increase market share. Therefore, the operators, only by promoting personalized mobile services and service differentiation, can better meet the needs of mobile customers, which is the main means for them to achieve market competitiveness.The paper first makes an introduction to the research background and significance, research status at home and abroad as well as the research content and methods. Then it elaborates on the relevant theory of CRM, that is, the definition of key customers, concept of CRM system, and development model of CRM system. Afterwards, it presents the current situation and problems of a company in terms of its Key Customer CRM System. It later conducts a SWOT analysis on this company’s Key Customer CRM System, and makes a detailed analysis on the company’s problem of Key Customer CRM System. Finally, this paper integrates the theory of CRM system, and proposes relevant strategies for improving the company’s Key Customer CRM System. The strategies primarily consist of the organization structure of Key Customer CRM System, reinforcement of channel development of Key Customer CRM System, improvement in service of Key Customer CRM System, and the implementation of effective internal CRM personnel management mechanism.This mobile communication company lays a competitive advantage in the market of key customer through CRM strategies of helping key customer create and expand the value space. At the same time, it is hoped that this study can provide a reference for preventing mobile communication companies from a vicious competition of price war, and prompting the formation of a healthy development environment in the industry. In theory, this research enriches the content of the CRM strategy research; in practice, it provides a reference for the growth of this mobile communication company...