Research On Customer Churn Of JSCN Radio And TV Company Under The Background Of Triple Play

With the advance of the official 2010 national triple play,triple play indicates that the era of truly arrived.Triple play is not a simple network,and the Internet,the physical network telecommunications network integration,but also represent the mutual penetration between the business,mutually compatible and integrated into a unified information platform to provide,including data,voice,video,etc.integrated communications services.It means JSCN no longer has the advantage in the original television monopoly market and it has to compete with other carriers.JSCN is urgently needed to resolve the immediate problem like the loss of customers and how to reduce customers churn,customers retain,and tap the potential customers' need become very prominent due to the complex competitive environment.According to the situation of JSCN,this paper is pointing out the strategies to reduce customer problem.First,the theoretical research related to the loss of customers were reviewed.Second,it analyzes the problem of the existing customers in JSCN.It includes the exiting network users increasing,the reducing package rates users increasing,the customer viscosity decreasing.For this problem,the article analyzes the causes of the problem of customer churn JSCN.The core reason for customer churn is the marketing and customers management of JSCN can not suit for the challenge of the triple play.It includes the development of strategic positioning is not clear,the lack of integration efforts,the lack of product innovation,form a single business,the service is not perfect.For different reasons,the article proposes the optimization strategy,respectively,from the adjustment strategy,the innovative content,the optimize the management.lt is adjust the strategic positioning,strengthen the integration of the province,particularly innovative product content,rich forms of business,optimize service management,and to propose specific embodiment's optimization:accelerate the strategic transformation,attention bundled sales,building a learning organization,strengthen customer segmentation,improve service quality.Finally,the findings were summarized and prospected the future development of the JSCN.