The Research Of ChengDu Telecom Commercial Customer Business Strategy

To realize the strategy changing from the traditional basic network dealer to modern integrated information service supplier, ChengDu Telecom Company subdivide the commercial-customer from big-customer and public customer in 2004.Character with high ARUP, big consumer demand, sensitive to price and low loyalty, commercial-customer is locked as the focus by all kinds of telecom dealers. It appears a significant meaning for ChengDu Telecom company to research the commercial-customer business strategy because it is just beginning to do the correlative study in the company.Firstly, this paper analysis the international, national and ChengDu Telecom commercial-customer actuality, find the problem existing in the commercial-customer business and service in Chengdu Telecom, according to SWOT method, analysis the strength, weakness, opportunity and threaten faced by ChengDu Telecom in the commercial-customer market, then setup ChengDu Telecom commercial-customer business strategy, perfect the commercial-customer business service system, optimize the business service model, offer special service for commercial-customer, combine the business strategy to improve the customer satisfaction and loyalty, increase customer value and market share.At the same time, according to the market subdivision theory, this paper do the market subdivision for ChengDu Telecom commercial-customer, find the subdivision factor, discuss the difficulty during the process, bring up the solve proposal, plan the basic procedure, select different subdivision dimension, and in the light with market profile analysis method, this paper distinguish different customer group basis on different industry, tdifferent customer value, compare the different group specialty, search the key target customer group, bring up special business strategy.In the end, according to 4P Combine Business theory, this paper research the commercial-customer from production, price, channel, promotion and customer management aspect, and according to the different specialty , combine the production and price, set the price matching promotion, establish the unidirectional business channel that is: industry manager + commercial customer hotline + district manager, discuss the promotion strategy for commercial-customer considering for the advertisement, employee promotion and public relationship, and standing on customer management level, bring up customer service proposal, establish customer information management system to improve customer satisfaction and loyalty.Through the research, this paper is aimed to establish a total commercial-customer business and service system for Chengdu Telecom company, find the new way for ChengDu Telecom development, discuss the key point during the ChengDu Telecom innovation period.