Membership-Based Marketing Research Model In Hunan CTT

Reform in China's telecommunications needs of the situation, the Ministry of Railways under the railway communications directly under the central sector as a sole proprietorship by the Ministry of Railways was placed under state management of the SASAC, China Railcom Group Co., Ltd., the predecessor of the railway communications limited liability company, was established in December 26,2000 and January 20, 2004 approved by the State Council, renamed "China Railcom Group Co., Ltd." (here in after referred to as "China CTT"), based in large state-owned telecom operators enterprises. As the telecommunications industry competition becoming increasingly fierce, and Hunan as an opening to enter the market after the operators, after several years of development, slow growth or even the efficiency of such enterprises gradually down the situation. At the same time, as a major source of profits of the enterprise customer satisfaction with the opening of Hunan getting lower and lower, loyalty has been declining, resulting in huge loss of customers. The membership-based marketing is to establish close contact with customers, improve customer loyalty advantage, this is Hunan's opening membership-based marketing model introduction of the reasons.Papers use of one-on-one marketing, relationship marketing, customer relationship management theory, the membership-based marketing and Hunan opening the telecommunications industry in which the characteristics of competition in the market and customer characteristics of the consumer behavior conducted a comprehensive analysis of the survey to understand the high Hunan CTT - customer spending characteristics and expectations of the membership on the basis of the implementation of Hunan opening membership to improve customer relationship marketing point of view, this is Hunan's opening of an innovative marketing model. Innovation is the main point: First, in accordance with the operating management, operation support, members of marketing services set up three levels of Member Services operating structure, the establishment of full-time members of the contingent of marketing services, targeted marketing to differentiate their services. The second is the introduction of the business to meet the needs of all members. Third is the establishment of members of management systems, improve customer information previously dispersed situation. Hunan's opening membership marketing operation of its experience and lessons will also introduce the telecommunications industry in which the membership-based marketing is an important reference. Paper is divided into five chapters. The first chapter of the origin of membership marketing, features elaborate, detailed analysis of the membership-based marketing using the origin of the cause and promote the role of the enterprises, but also made a membership marketing operation of the existing problems. In the second chapter of the telecommunications industry, telecommunications competition in the market characteristics and telecommunications customers on the basis of consumer behavior, to the telecommunications industry more than any other industry should focus on maintaining customer relationships, it is imperative to introduce membership-based marketing. Chapter III of Hunan's opening major customer relationship management of the status quo, pointing out that the current Hunan CRC customer relationship management in the existing problems. Chapter IV of Hunan's opening of its own characteristics, elaborated on Hunan's opening membership-based marketing model based on the design, objectives, ideas and frameworks. Chapter V in accordance with the membership marketing model designed by Hunan CTT "blue bullet" program, introduced the "blue bullet" specific implementation plan, the "blue bullet" of the implementation and review of a summary , pointed out that in the course of the implementation of the work to be perfect.