Research On The Key Customer Competitive Strategy Of Telecommunication Operator

This thesis is mainly based on the customer life circle theory and competitive strategy theory. And it figures out the key customer competitive strategy of telecommunication operator by linking with key customer strategy management of telecommunication operator.This thesis can be divided into five chapters. In chapter one, it reviews the research on customer theory which is done by the scholars in and abroad, and it analyses the development of Chinese telecommunication industry. And then it takes the key customer competitive strategy as its research direction. Chapter two is the theory part of this thesis. In this chapter it illustrates the customer life circle theory and customer value theory. Then it educes the division of the customer life circle, customer character during different stage of its circle and estimate system of customer value. At last, it demonstrates the theory of competitive strategy and it summarizes the characteristics of the strategy and how to carry it out. Chapter three is case study part of this thesis. In this chapter, it refers to the key customer strategy which is taken by the telecommunication operators in and abroad. And it summarizes their common characters of their strategies. In chapter four, based on chapter two and chapter three, it firstly illustrates the definition and division of key customer of telecommunication operators. Then it brings out customer life circle division and customer value estimate system of telecommunication operator. At last, it puts forward competitive strategy according to different phase of the customer life circle. In chapter five, it summarizes the analysis of chapter four and educes the conclusion of this thesis. And at the same time it takes a view on the future research direction.