The Research In Group Clients Marketing Strategy For China Mobile's Dezhou Branch Based On CRM

Modern work and lifestyle means the society will have higher demand on communication services. The historic reform and opening-up witnessed the impressive development of China's communication industry: both the scale of users and the innovative service business are blooming. The evolving technology and progressing society ask for communications operators to provide their client with better marketing skills. Group clients are not only the most important clients, but also the best clients for communications operators. They are labeled as the “fortress of the communication service market”. Therefore, the competitions for group clients are fierce. A wise marketing strategy aiming group clients is of great importance. As for China Mobile's Dezhou Branch, it is faced with some serious problems: an undeveloped marketing system aiming at group clients, a lack of wise customer segmentation, a rigid product assortment and last but not least, an insufficient marketing channel development. Problems listed above resulted in both the slow increase of client-coverage rate and the low level of informationization, which posed potential risk for the branch's further development.This paper will start with a brief introduction on the macro environment and the competition situation. Combed with the present situation of development of this company, this paper will point out the main problems of Dezhou Branch's group clients marketing system. This paper then will analyze the problems with the SWOT analysis method and proposed relative solution. Based on the CRM, 4P and 4C theories, this paper constructed a new customer marketing system which includes classification system, production system and channel system aiming at group clients. Meanwhile, this paper will provide an introduction on the system architecture, design principle and concrete content as well. Moreover, the organizational structure, client manager management system, evaluation motivation system and CRM system support structure are built so that the successful operation of the system can be guaranteed. This paper will also introduce the performance of the system on overall development, clustering market development and education informationization. With the progress of this and the development of technology, the clients marketing system of Dezhou Branch need to be optimized and improved in practice so that it can keep maintain the trend of progress and enjoy greater market advantage.