Research On The Customer Management Strategy Of China Mobile Group Based On Customer Value Segmentation

In the Chinese communications industry,the competition for the group customers is increasingly fierce,and the group customer management is very different from the individual customer management.This leads to the failure of the group customer service to effectively copy the individual customer's business process in the pre-sale,sale,and after sales links.It must be replanned to adapt to the management strategy.Group customer business development needs,with high value group customers to drive China Mobile's profit growth.Therefore,by analyzing the current situation of China Mobile group's customer management,this thesis studies the effective management strategy of group customers:Firstly,it analyzes the current situation of group customer management of China Mobile,gives the definition standard of China Mobile group customers and the configuration status of related business services,and analyzes the existing problems in the customer management of China Mobile group,mainly including management responsibilities,marketing strategies,product matching and pricing strategy.Secondly,according to the customer segmentation theory,the management value of group customers is analyzed,the customer value index system of China Mobile group is designed,the weight of each group customer value index is determined by AHP analytic hierarchy process,and the different categories of group customer groups are subdivided by the detailed analysis of each index management evaluation strategy.Finally,the management strategy of management responsibilities,marketing strategies and product matching problems of each group of group customers is improved,and the differential pricing strategy is implemented for different groups of group customers,which provides a feasible reference for China Mobile to effectively improve the management strategy of group customers.