Hainan Mobile Broadband Customer Relationship Management Strategy Research

As Hainan telecom industry leader-Hainan mobile,the type of business,network coverage and revenue are stronger than other operators,but the Hainan mobile broadband market share,revenue is much weaker than Telecom,China Unicom,Hainan mobile should therefore gain a foothold in the broadband market,continuous communication with customers,mining customer demand,continuously to improve the quality of products and services such as broadband to meet customer demand,to establish and maintain good relationship with customers,to win the broadband business market competition,it is necessary and important.According to the present situation of Hainan mobile broadband customer relationship management,customer satisfaction and loyalty,application of marketing theories and methods,the author points out the main problems of Hainan mobile broadband customer relationship management are:insufficient grasp of broadband customer demand,customers of broadband business products and services lack of understanding,different business customer resource sharing problem;lack of service personal broadband services product stability,homogeneity,lack of personality,no difference of customer profit;not in place of customer segmentation,only individual customers and group customers extensive management etc..On this basis,according to the Hainan mobile broadband customer relationship management problems,the application of customer lifecycle theory and method research,proposed the Hainan mobile broadband customer relationship management measures:(1)found in the stage of customers,through market investigation and analysis to understand the different types of customer demand and consumption trends,customer segmentation,to find the potential customers of Hainan mobile broadband.(2)obtained in the stage of customers,according to the high purchasing power,strong desire to buy the high purchasing power of weak desire and strong desire to buy low purchasing power of potential customers,a focus of the publicity and marketing,to convince potential customers to buy broadband products,continue to cultivate customer loyalty,and customer.(3)maintain at the stage of customers according to the customer characteristics and needs of different types and different levels,the implementation of differentiated service layer,to provide preferential and personalized products,to improve customer satisfaction and loyalty.(4)in the recession stage of customers,the paper puts forward some countermeasures for the broadband customers to avoid the reasons of the broadband customers.(5)the overall customer value promotion,should strengthen the brand image to establish the Hainan mobile broadband,mobile broadband business of Hainan innovation,and according to the characteristics and needs of broadband customers,providing personalized service and timely response.