The Research On Implement Strategy Of Bi-style CRM In China Netcom

With the development of the Chinese telecommunications market, theincreasingly greater pressure coming from both the internal and the external makesthe Chinese telecom operators realize that the customers are the groundwork for anenterprise to survive and develop. Thus how to maintain your customers, how toattract the customers and extract their revenue potential is becoming a focus ofattention of all the operators. As a large-scale telecom operator, what China Netcomcan rely on is the cherished customer resource. How to maintain the customers that itrelies on and generate their value as much as possible is becoming a key issue thatChina Netcom faces.Under such a background, CRM (customer relationship management) plays animportant role in helping China Netcom to improve its competitiveness.CRM is a new type of concept in management, the aim of which is to improvethe relationship between the enterprise and its customers. Based on plenty of research,this paper analyses the competition environment and the structure of its customerrelationship management, probes into the application of the theory and the ITsupporting system of CRM in such a large-scale state-owned enterprise as ChinaNetcom;and puts forward the solution and steps in the development andimplementation of the CRM system.This dissertation is structured into four chapters.Chapter 1 focuses on the review of theories of CRM. Chapter 2 analyses theenvironment that China Netcom is facing, studies the driving engine that ChinaNetcom makes it mind to implement Customer Relationship Management. Chapter 3is the focus of this paper that proves into the maneuver the China Netcom implementthe CRM, and Chapter four is the detailed description of the implementation.