The Management Research On Customer Relationship Of China Unicom Anshan Branch

With the rapid development of communication industry worldwide, market competition among telecom enterprises is becoming more and more fierce. Survival and development of the industry face new challenges and developing opportunities. After the rapid development of China’s telecommunications industry in a long time, some circumstances and issues concerning the competition structure, the allocation of resources and the trend of development take place. Especially, the rapid growth of mobile services, the decline of fixed line business, the obvious decrease of economic benefits and the slow growth of income are becoming more outstanding, gaps among the enterprise’s survival and development expand gradually, and a serious imbalance in the competition structure comes out. Therefore, it is important to analyze and research on the customer relationship management, in order to realize the strategic development goals of China Unicom Anshan branch, prompt the competitive power of the enterprise and achieve the market dominance.This paper focus on China Unicom Anshan branch, introduces the related theoretical knowledge about customer relationship management, gains further insight into the present management situation of China Unicom Anshan branch and analyzes the customer value that the enterprise owns. Through the analysis of customer classification, the specific customer value is reflected, the customer type and life cycle are seen and the specific objective problems occurred in the process of implementation are found. Accordingly, some measures and solutions for solving the problems are proposed, and some corresponding strategies on the customer relationship management are formulated. It is expected that this paper will provide some experience and reference for China Unicom Anshan branch to better develop the customer relationship management.