Research On Customer Relationship Marketing Of Group Client Of Chinamobile S-Branch

In twenty-first Century,great changes have taken place in the market environment of China Telecom Industry.In order to promote the telecommunication industry to enter the benign market competition,the state has carried on a series of reforms to the telecommunication profession reorganization.After the reform and reorganization,the market competition is becoming more and more fierce.The competition among the telecom operators is becoming more and more fierce.How to stabilize the group customers,how to maintain the inherent customers in the competition,to promote the steady income of business and the healthy development of enterprises,is now the important issues faced by telecom operators.This paper analyzes the marketing environment of the customer relationship marketing of China Mobile S branch,and evaluates the present situation of the customer relationship marketing of China Mobile S branch group,and expounds the formulation and implementation of the relationship marketing strategy.First of all,this paper argues that China Mobile s branch of group customer relationship marketing there is a lack of breakdown products lack of personalized products,customer demand response quickly opened business process,marketing channels for a single generalization ability is weak,marketing services team capacity needs to be improved problem,and the use of SWOT analysis method on China Mobile s branch of group customer relationship marketing,internal and external environment were analyzed.Finally,the paper puts forward the strategy of China Mobile S branch group customer relationship marketing.The design of personalized communications products S branch of China Mobile group customer relationship marketing,the main industry design including education industry,government industry,coal industry,banking industry,health industry,animal husbandry and fishery and logistics industry;puts forward countermeasures combing process,fast response to customer needs,including the establishment Responsibility System of First Asking of customer manager for the implementation of the chief customer manager system,establish customer support department manager of the appraisal system;put forward to expand business channels,improve the ability to accept business strategies,including the establishment of the group's product area in the business hall,set up a group product experience stores,open group products online business hall,open client products group hotline,the establishment of the group of customers information transmission platform;and puts forward some concrete countermeasures for enhancing group customer relationship marketing service level,including the establishment of Customer centered service concept,enhance the customer service quality,and enrich the relationship marketing service,build the customer's emotional marketing system and strengthen the group's marketing strategy.Put forward to strengthen the group customer relationship marketing service team strategy,namely the establishment of the basic sales unit of customer manager,strengthen the marketing team training and assessment.I Hope that through the research of this topic,we can avoid the telecom operators into a price war,the vicious competition,to promote the formation of a healthy environment for the development of the industry to provide useful reference.At the same time,we hope to create and expand the value space of the customer marketing strategy for China Mobile S branch group,in order to provide the development of competitive advantage in the group customer market.