Research On The Construction And Implementation Of Group Customer Relationship Management System Of Hunan Unicom

The reformation speed of China's telecommunication market has been very fast and the strength of reformation has overrun many developed countries. After reformation and development of telecommunication market in the last decade, China's mobile communication changed from the initial monopoly to the existing pattern of three operators of four net works, i.e. China Mobile, China Unicom and China Telecom. After drastic market competition, communication capacity, technology level and service standard also improved rapidly.With increased competition in public market, competition on customers intensifies. All major operators start to focus on customer development and customer maintenance and strategic cores of operators have switched from products to customers. All major telecommunication operators start to reinforce consumer research, pay attention to customer relationship management and provide services that are needed by customers hence to realize optimized efficiency.Firstly, given the basic precondition of the purpose and significance of the research, this article expatiates and analyzes the development of domestic and overseas CRM theories as well as related documentation on the application by telecommunication operators, hence puts forth the research approach. Secondly, the author makes an analysis on the internal and external competition environments of Hunan Unicom and goes thoroughly into current status of customer relationship management at Hunan Unicom as well as existing issues. By analyzing and investigating the demand of customer relationship management of Hunan Unicom, the author demonstrates the necessity and significance of establishing CRM system at Hunan Unicom. Thirdly, the author makes a relatively detailed analysis and description on planning, designing and construction of CRM system at Hunan Unicom and puts forth guiding opinions on system construction. Fourthly, the author brings forward a detailed proposal on the implementation of CRM system for Hunan Unicom, makes estimation and analysis on related issues and difficulties that may be encountered during implementation and puts forth pertinent solutions. Lastly, the author forecasts development direction of construction and planning of the CRM system of Hunan Unicom in the future.Although this article is only a partial research and analysis on CRM system implementation of Hunan Unicom, considering the similarity of operational process and management structure of telecommunication operators, it can also be used as guidance to CRM construction for other telecommunication operators.