Research On Incorporation Customer Relation Of GanSu Mobile Co.,Ltd

Gansu Mobile Incorporation has always focused on the personal mobile phone business since its establishment and become to manage its customer from 2003. At present, the system of its customer relationships is not perfect and the customer relationships management information system has not been built. Therefore, it is urgent for the company to research its customer relation systematically to improve its customer service standards.With the guide of the customer relationship theory, the thesis applies the way of the combination of theory and practice, the quantitative and qualitative, management theory and information technology to research the Gansu Mobile Incorporation customer relationship on the basis of the analysis of the related customer relationship. It mainly focuses on the four aspects: (Ⅰ) it researches the present situation and problems of Gansu Mobile Incorporation's customer relationship and points out of the reasons of the problems.(Ⅱ)According to the customer evaluation theory, it introduces the Incorporation customer value evaluation index system and the calculation method of customer value and the way of customer, including three present value index and six potential value index. Then, it puts them into practice with fifteen incorporation customers. (Ⅲ) Four strategies of the Incorporation customer relationship are discussed with the model of the customer total life cycle, that is, the establishment of the customer relationship, promotion of customer relationship, the value promotion, the retaining and finishing of the customer relationship. Furthermore, it also probes into the responding concrete implementation way and module. (Ⅳ)Now, the incorporation has management information of the personal marketing, while does not have the incorporation level customer relationship management information system. The thesis indicates the establishment targets, principle, and structure of the incorporation customer management information system and the relationship between it and the person marketing management information system.The results of thesis research not only have been highly praised by Gansu Mobile Phone Company, but also parts of them have been put into application and received prefect effect.