Research On Application Of SN Telecom Southwest Branch Company Based On Customer Value Management

With the coming of the era of client orientation,consumers become more rational and mature.They have higher expectation on products and service.In such sense,faced to the fierce competition,enterprises should create and deliver more value for consumers if they want to satisfy consumers and win over competitors.At present,communication equitment is a hot spot in Chinese telecom industry.On such conditions,communications equipment maker think that kind of pure competition to the quality of products for the core concept has been unable to meet the development of the times, they must put forward the idea of " taking customer as the center " and create and pass more value to consumers,relying on improved service levels, the process of service delivery innovation. Only in this way maker can enhance customers satisfaction and loyalty,and thus achieve the goal of maintaining the frequent customers and attracting the new customers.Firstly this paper studies the customer value theory to review and sort out,then customer value intension and management strategy is summed up from both companies and customers.Through the use of Porter competition models and SWOT analysis,when the industry environment and internal environment is aggregated analysis,it concludes the customer value-oriented service strategy. Customer value is positioned with the use of the customer service process and marketing process feedback,after assessing the enterprises ability of customer value creation, a complete customer value analysis is produced.Tthrough the guidance of customer value management theory,combining operating management of SN Telecom Southwest Branch Company,uses customer value analysis results to guid the company services strategy,marketing model,service process,service strategy of the implementation of safeguards.After implemented customer value management strategy in SN Telecom Southwest Branch Company,further improve the level of service,enhance customer satisfaction and customer loyalty, develop the service value-oriented core competitiveness, and then maintain a competitive edge of the company.In the high-tech service sectors in management,it is active guiding significance for customer value operating management,how to operate customer value management and maintain and innovate competitive advantage,to improve enterprise performance in other industry enterprises.At present , the customer value operating management research in world is based mainly on the aspects like Customer Value Theory,which does not generate the mature operating management theory of customer value.This research on customer value management strategy enrichs and promotes the development of operating management theory of customer value.