本文選題：寬帶業(yè)務　切入點：客戶關系　出處：《西南石油大學》2017年碩士論文　論文類型：學位論文

【摘要】：作為海南電信行業(yè)的領頭羊——海南移動,其業(yè)務種類、網(wǎng)絡覆蓋、營收等都強于其他運營商,但海南移動寬帶市場份額、營收等遠弱于電信、聯(lián)通,因此海南移動要在寬帶市場上站穩(wěn)腳跟,與客戶不斷交流,挖掘客戶需求,不斷提高其寬帶產(chǎn)品質(zhì)量和服務等來滿足客戶需求,對建立并維護良好的客戶關系,從而贏得寬帶業(yè)務的市場競爭,顯得尤為必要和重要。針對海南移動寬帶客戶關系管理現(xiàn)狀,應用市場營銷、客戶滿意度忠誠度等理論與方法,分析指出了海南移動寬帶客戶關系管理存在的主要問題為:對寬帶客戶需求把握不夠,客戶對寬帶業(yè)務產(chǎn)品及服務了解不足,不同業(yè)務的客戶資源共享不足;個人寬帶業(yè)務產(chǎn)品服務穩(wěn)定性不足,同質(zhì)化、缺乏個性,對客戶的讓利無差異;對客戶細分不到位,只是個人客戶和集團客戶的粗放管理等。在此基礎上,針對海南移動寬帶客戶關系管理存在的問題,應用客戶全生命周期理論與方法,研究提出了海南移動寬帶客戶關系管理對策:(1)在客戶發(fā)現(xiàn)階段,通過市場調(diào)查與分析了解不同類型客戶的需求以及消費的趨勢,細分客戶,以發(fā)現(xiàn)海南移動寬帶的潛在客戶。(2)在客戶獲得階段,根據(jù)高購買力強購買欲望、高購買力弱購買欲望以及低購買力強購買欲望的潛在客戶特點,進行有側(cè)重性的宣傳和營銷,說服潛在寬帶客戶購買產(chǎn)品,不斷的培養(yǎng)客戶忠誠度,從而獲得客戶。(3)在客戶維系階段,針對不同類型、不同層次的客戶特點與需求,實施差異化的分層服務,針對性地提供優(yōu)惠和個性化產(chǎn)品,來提高客戶的滿意度和忠誠度。(4)在客戶衰退階段,針對寬帶客戶離網(wǎng)原因,提出挽留寬帶客戶的對策措施。(5)整體客戶價值提升上,應強化海南移動寬帶品牌形象的樹立、海南移動寬帶業(yè)務的創(chuàng)新,并針對寬帶客戶特點和需求,提供個性化的服務與及時響應。
[Abstract]:Hainan Mobile, as the leader in the Hainan telecommunications industry, has stronger business types, network coverage, and revenue than other operators, but Hainan Mobile has a far weaker broadband market share and revenue than telecommunications and Unicom. Therefore, Hainan Mobile wants to establish a firm foothold in the broadband market, constantly communicate with customers, tap customer needs, constantly improve the quality of its broadband products and services to meet customer needs, and establish and maintain good customer relations. In order to win the market competition of broadband business, it is particularly necessary and important. In view of the current situation of broadband customer relationship management in Hainan Mobile, the theories and methods of marketing, customer satisfaction loyalty and so on are applied. This paper points out the main problems of Hainan Mobile Broadband customer relationship Management (CRM): insufficient grasp of broadband customer demand, insufficient understanding of broadband service products and services, and insufficient sharing of customer resources among different services; Personal broadband business products and services are not stable, homogenized, lack of personality, no difference to the benefit of customers; customer segmentation is not in place, just individual customers and group customers extensive management. On this basis, In view of the problems existing in customer relationship management (CRM) of Hainan Mobile, applying the theory and method of customer life cycle, this paper puts forward the countermeasure of customer relationship Management (CRM) of Hainan Mobile in the stage of customer discovery. Through market research and analysis to understand the demand of different types of customers and the trend of consumption, subdivide customers, to find out Hainan mobile broadband potential customer... 2) in the customer acquisition stage, according to high purchasing power strong purchasing desire, High purchasing power weak purchase desire and low purchasing power strong purchase desire potential customer characteristic, carry on the publicity and marketing with emphasis, persuade the potential broadband customer to buy the product, continuously cultivate customer loyalty, In order to achieve customer maintenance phase, according to different types and different levels of customer characteristics and needs, the implementation of differentiated hierarchical services, targeted to provide preferential and personalized products, To improve customer satisfaction and loyalty. (4) in the stage of customer decline, aiming at the reasons of broadband customers leaving the network, the countermeasures of retaining broadband customers should be put forward and the overall customer value should be promoted. The establishment of Hainan mobile broadband brand image should be strengthened. Hainan mobile broadband service innovation, and broadband customer characteristics and needs, provide personalized services and timely response.
【學位授予單位】：西南石油大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F626;F274

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