Research On The Strategy Of Enhancing Customer Value Of China Mobile Group Guangdong Co.,Ltd Mobile Phone Business Hall Application

The China Telecom is facing industry policy environment,market environment,technology environment change,telecom operators to provide basic telecommunications services further narrowing the gap with the development of mobile Internet technology,the popularity of smart mobile phone,the customer to purchase a product or service more of the Internet,consumer purchase behavior,time changeable,grasp the needs of customers is more and more hard.But at last,all the competition of telecom companies is to obtain customer value competition that throughout the lifecycle of customer relationship.In response to the development of the times,China Mobile Guangdong company launched mobile phone application " Mobile phone business hall application of China Mobile Guangdong company",but since the introduction of applications since the number of customers grew slowly,the high cost of customer service,customer experience is poor,so the total customer value is low,and the stock value does not match the customer scale and,therefore,analysis and solve the problems become the focus of the work of Guangdong mobile Customer Value Promotion project team.This paper introduces the background,the purpose of the research firstly,at this part includes the research contents and methods of this paper,the research status at home and abroad;secondly,the paper describes the concept of customer relationship management,customer relationship life cycle theory and customer value theory;thirdly,the paper describes the internal and external business environment of the Guangdong mobile phone business hall APP;The fourth part introduces the development situation of the mobile phone application and Guangdong mobile phone business clients and existing problems;finally,base on the customer relationship life cycle theory,the paper illustrates the strategies to enhance the customer value,at the last,the paper sum up the methods of Telecom Operators to promote the operation of the mobile phone client.