Research On Customer Relationship Management In China Mobile Communications

In more than ten years, the global communications industry has been dependent on the quickly increase of users that makes the development of communications fast and that has become an important operating idea as well for communication operators. From the year of 1988 till now that the first mobile cell phone appeared, China mobile communications industry has experienced more than ten years from nothing to one, from weakness to stringiness, which has developed two big competitive operators from the monopoly operation at the beginning, and the overseas listed corporation from the state owned enterprise. Currently, there are two big operators in China mobile communications operating market: China Mobile Communications Corporation and China Network Communication Group Corporation, which compete each other to become oligopoly. According to the current communications market situation, the paper indicates the customer relationship management in detail. And it explains from some sides such as the driving factors that improve the development of customer relationship management, customer management skills, the balance between success and failure of customer relationship management and VIP customer management etc. And finally, the paper analsizes the necessity of customer management combining with brand effect of customer relationship of mobile operator and puts forward the goal of China communications industry.