The Research Of Sichuan Mobile Customer's Retention

Since 1990's, mobile communication has had a high-speed growth in the promotion of economy & technology. At present, mobile communication has become the telecom trade that has the most profitable ability, the vastest future, while the fiercest competition. Being one mobile communication service supply, Sichuan Mobile Communication Corporation (SMCC) is facing some new problems as it grows rapidly in the huge business and fierce competition. It mainly shows as the following: 1. The ratio of low value customers becomes bigger; 2. The leave of customers is serious; 3.The average charge of customers is in low level; 3. The price war continues, and low price promotion is common; 4. The competition advantages are disappearing; 5. The amount of payment default is huge; 6. China Unicom with technology CDMA tries to seize SMCC's high value customers. And the market of mobile communication service supply will be influenced after China joins the WTO. Facing these problems that exists in SMCC's marketing, and according to fact situation, I completely analyzed SMCC's marketing environment and competitive pattern, deeply investigated the market business and challenge faced by SMCC. On the basis of mobile products or service's features, combined with national & international research about marketing and service marketing, I achieved conclusion as following: 1. The strategy that SMCC's expands the market by developing new customers is marketing's concept as the goal of retention customer. 2. Designed the investigation model for SMCC customers' satisfaction, and the sample method and sample frame. Pus unsuitable to the market competition. 2. To keep obvious advantages in market competition, SMCC must establish mobile service marketing focuses on customers' retention. 3. Investigate customers' satisfaction and analyze the results on fix date, so improve service andincrease customers' satisfaction. 4. SMCC should emphasis on creating excellent figures, making a service promise to the society, strengthening creditable customers marketing, improving the network quality and using flexible price tactics. There are some innovations in this article. 1. First introduce the mobile service hed ahead by the tide of the integration, information and internationalization of the world, mobile communication is facing excellent developing chance. Chance and challenge co-existed, how to keep the competition advantages and bring about SMCC's continuous development is the most important to SMCC. I devoutly hope that this article will give a hand to SMCC's development.