| Nowadays every mobile telecommunication operator competes for the customer. The telecommunication enterprises are gradually changing from product-focused pattern to customer-focused pattern. Market strategy which concentrates on producing and sale is going to be replaced by the market strategy which concentrates on customer and service. But the mobile telecommunication operator only focuses on the enlargement of total customer's quantities while the customer's value promotion is ignored for a long time, which causes the ever-ending customer churn of the high value customers and the raising of mass low value customers. Thus, the mobile telecommunication operators have to encounter the dilemma of increasing quantities rather than profits. Facing with the emerging problems during development, it is key for the enterprise to do Systematic research about the marketing strategy of customer value promotion, which can succeed in decreasing customer chum and enhance competitivenessBased on focusing research on the basic theory of customer value, the author improves the old evaluation index system , and has established customer value evaluation model and evaluation index system adapted to the mobile telecommunication field. And taking the customers of the mobile communication as research object, the evaluation system of customer value as well as customer value matrix is established in this paper. The character group of customer behavior is founded by means of customer behavior segmentation.Through the convergence of the segmentation of customer value and customer behavior, the article proposes the customer value analysis matrix based on the customer value and customer behavior, through which the strategy of enhancing customer value promotion can be made. The author has also designed a whole customer value analysis flow and corresponding solution. In the end, the author systematically analyzes the values of the mobile-communication customer by the research of the model. |
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