Research On The Methods In Customer Lose And Customer Value For Mobile Telecom Enterprise

In recent years, the mobile telecom market has already changed; the increase of new customers is becoming slower. The average value of customer has decreased. The market has transferred from increment increase to existence increase. While the competition is becoming more and fiercer, customer retention and development becomes one of most important works for mobile telecom enterprises. But a customer evaluation system of mobile telecom industry isn't established yet in China, this results in the lack of theoretical basis for the customer retention and development strategy.The analysis of customer lose and customer value of mobile telecom enterprise is processed in this paper. Based on customer relationship management, customer lose analytical technology and customer value analytical technology, new customer lose forecasting model and customer value evaluation system is proposed, and through the empirical research of K Company, customer lose forecasting model and customer value analytical model of mobile telecom enterprise is established, the key factor of customer lose is defined. The models and methods can be used to provide some marketing advice to other mobile telecom company.Firstly the research background, research significance and related theoretical model of customer lose and customer value are introduced briefly in this paper, the research purpose and research idea are expounded. After defining the concepts of customer lose and customer value and generalizing the related analytical technologies, the theoretical basis of empirical research is established. ChapterⅢandⅣare the core of this paper. In ChapterⅢ, based on the index system of customer lose, the customer lose classification forecasting model is proposed. In ChapterⅣ, The RFM model of mobile telecom customer is proposed, AHP and the K-means cluster are used to evaluate the customer value, then the analytical model of customer value is established. Finally, ChapterⅤsummarizes the research conclusion of this dissertation, namely the practice and academy meaning and contribution in theory, and research prospect.