Design And Applied Research On Analysis-based CRM System For Mobile Communications Industry

With the continued development of customer relationship management theory and the maturity of business intelligence technology, analysis-based CRM has become a hot topic. Some domestic enterprises have begun to try to apply and practice this type of CRM system. Successful cases of analysis-based CRM are few because of inadequate mastery of business intelligence technology and the lack understanding of business environment.This paper designs an analysis-based CRM system which is suit for mobile communications industry according to the features of domestic mobile communications industry and the characteristics of mobile customers consumption , hoping that it can provide the customer relationship management with a useful reference.Firstly, this paper introduces the background of the topic and notes the problems of customer relationship management for domestic mobile communications industry.Secondly, this paper summarizes the theories of customer relationship management.Thirdly, this paper introduces the general structure and main functions of analysis-based CRM, and expatiates business intelligence technology applied by analysis-based CRM system.Fourthly, this paper designs a system structure of analysis-based CRM. Integrating the status quo of customer relationship management in mobile communications industry and the behavior characteristics of mobile customers, this paper has a research on customer value analysis and customer loss analysis.Fifthly, based on the investigation in a regional company of Anhui Unicom, this paper has a demonstration analysis in customer value calculating model and validates its practicability and rationality.Finally, this paper summarizes the research results, innovations and puts forward further research directions.