The Retention Strategy Research About Target Customer Of Hubei Mobile Communication Wuhan Subsidiary Company

The modern marketing practice proved that in the enterprise the marketing income 80% often comes from 20% target customer, these target customers are on the top of customer pyramid. Some of them will bring a bigger profit for the enterprise, others has a more long-term value. Therefore, under the mobile communication market competition day by day intense situation, the target customer service because its high profit or the long term value becomes the focal point which each motion operation business captures. The Hubei mobile communication Wuhan subsidiary company's final goal is wins the bigger profit, and its target customer produces the profit that occupies the Hubei mobile communication Wuhan subsidiary company major part of profit. Thus the Hubei mobile communication Wuhan subsidiary company marketing key point is to develop and maintaining the relationship with the target customer.This article unifies the Hubei mobile communication Wuhan subsidiary company actual situation, using the SWOT analysis method analyze this enterprise management of maintain the target customer, and using the analytic hierarchy process make the conclusion that establishes the target customer loyalty is the ultimate objective which this enterprise target customer retention. Meanwhile conduct the real diagnosis research of this enterprise' target customer loyalty factor, use sample investigation questionnaire, combine the nature analysis with the quantitative analysis, find four factors to decided the target customer loyalty of the Hubei mobile communication Wuhan subsidiary company that is the target customer delivered value, the target customer satisfaction, the target customer loyalty and the target customer shift cost. Among these, the target customer delivered value, the target customer satisfaction and the target customer loyalty comprehensive influence measures of target customer loyalty. The target customer delivered value is the determining factor affects the target customer loyalty most. Between target customers loyalty determining factor itself has the certain reciprocity, the target customer satisfaction and the target customer delivered value is being connected, the target customer loyalty and target customer satisfaction are being connected, the target customer transfer cost is not relate with other factors. Using the target customer loyalty determining factor to establish adapts the dynamic models which the Hubei mobile communication Wuhan subsidiary company target customer retention, this models demonstrated that in the Hubei mobile communication Wuhan subsidiary company's target customer delivered value, target customer satisfaction, the target customer loyalty, the target customer shift cost are this enterprise major effect factors of the management of the target customer retention. The target customer displayed the different loyalty level in the target customer relations life cycle in different stages, the target customer delivered value is the essential factor decide the target customer retention, the Hubei mobile communication company Wuhan subsidiary must raise the corresponding level its target customer delivered value for succeed maintains the target customer.