發(fā)布時(shí)間：2018-03-04 09:20

  本文選題：寬帶業(yè)務(wù)　切入點(diǎn)：客戶關(guān)系　出處：《西南石油大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：作為海南電信行業(yè)的領(lǐng)頭羊——海南移動(dòng),其業(yè)務(wù)種類、網(wǎng)絡(luò)覆蓋、營(yíng)收等都強(qiáng)于其他運(yùn)營(yíng)商,但海南移動(dòng)寬帶市場(chǎng)份額、營(yíng)收等遠(yuǎn)弱于電信、聯(lián)通,因此海南移動(dòng)要在寬帶市場(chǎng)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(wù)等來(lái)滿足客戶需求,對(duì)建立并維護(hù)良好的客戶關(guān)系,從而贏得寬帶業(yè)務(wù)的市場(chǎng)競(jìng)爭(zhēng),顯得尤為必要和重要。針對(duì)海南移動(dòng)寬帶客戶關(guān)系管理現(xiàn)狀,應(yīng)用市場(chǎng)營(yíng)銷、客戶滿意度忠誠(chéng)度等理論與方法,分析指出了海南移動(dòng)寬帶客戶關(guān)系管理存在的主要問(wèn)題為:對(duì)寬帶客戶需求把握不夠,客戶對(duì)寬帶業(yè)務(wù)產(chǎn)品及服務(wù)了解不足,不同業(yè)務(wù)的客戶資源共享不足;個(gè)人寬帶業(yè)務(wù)產(chǎn)品服務(wù)穩(wěn)定性不足,同質(zhì)化、缺乏個(gè)性,對(duì)客戶的讓利無(wú)差異;對(duì)客戶細(xì)分不到位,只是個(gè)人客戶和集團(tuán)客戶的粗放管理等。在此基礎(chǔ)上,針對(duì)海南移動(dòng)寬帶客戶關(guān)系管理存在的問(wèn)題,應(yīng)用客戶全生命周期理論與方法,研究提出了海南移動(dòng)寬帶客戶關(guān)系管理對(duì)策:(1)在客戶發(fā)現(xiàn)階段,通過(guò)市場(chǎng)調(diào)查與分析了解不同類型客戶的需求以及消費(fèi)的趨勢(shì),細(xì)分客戶,以發(fā)現(xiàn)海南移動(dòng)寬帶的潛在客戶。(2)在客戶獲得階段,根據(jù)高購(gòu)買力強(qiáng)購(gòu)買欲望、高購(gòu)買力弱購(gòu)買欲望以及低購(gòu)買力強(qiáng)購(gòu)買欲望的潛在客戶特點(diǎn),進(jìn)行有側(cè)重性的宣傳和營(yíng)銷,說(shuō)服潛在寬帶客戶購(gòu)買產(chǎn)品,不斷的培養(yǎng)客戶忠誠(chéng)度,從而獲得客戶。(3)在客戶維系階段,針對(duì)不同類型、不同層次的客戶特點(diǎn)與需求,實(shí)施差異化的分層服務(wù),針對(duì)性地提供優(yōu)惠和個(gè)性化產(chǎn)品,來(lái)提高客戶的滿意度和忠誠(chéng)度。(4)在客戶衰退階段,針對(duì)寬帶客戶離網(wǎng)原因,提出挽留寬帶客戶的對(duì)策措施。(5)整體客戶價(jià)值提升上,應(yīng)強(qiáng)化海南移動(dòng)寬帶品牌形象的樹(shù)立、海南移動(dòng)寬帶業(yè)務(wù)的創(chuàng)新,并針對(duì)寬帶客戶特點(diǎn)和需求,提供個(gè)性化的服務(wù)與及時(shí)響應(yīng)。
[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(xué)位授予單位】：西南石油大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F626;F274

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