Establishment Of Telecom Integrated Marketing System Based On CRM

In recent years, integrated marketing (IM) and customer relationship management (CRM) are getting increasingly employed in marketing. Therefore, how to establish the IM system and how to apply the system to the marketing system based on CRM optimization are questions that attract more eyeballs of people from the leadership and telecommunication enterprises. As telecommunication services are of variety and many factors are involved, IM and CRM researches on the telecommunication industry are rather complex and the research outcomes are few. By analyzing the domestic and foreign enterprises, this essay summarizes key factors that affect the CRM and IM operations of telecommunication enterprises. Furthermore, it points out the weakness and necessity for telecommunication enterprises to develop IM and CRM in the actual practice, and it also introduces indicators to evaluate the CRM operating ability. According to what has been mentioned above, the IM system based on the CRM is then established for telecommunication enterprises and the method for the system establishment is enterprise process management. Finally, in order to prove that the newly-created system is feasible, the essay describes the current application of IM system based on the CRM in China Telecommunication Shenzhen Branch. Key points and methods of the application are introduced. Researches and conclusions of this essay are listed as follows:By reviewing the CRM theories and development, with regard to telecommunication enterprises'characters and market environment, the essay confirms the system elements employed in the telecommunication CRM. It describes the CRM application in marketing and introduces the evaluation model for assessing the CRM ability of telecommunication enterprises.By reviewing the IM theories and development, with regard to telecommunication enterprises'characters and market environment, the essay confirms the current status of the IM employed by telecommunication enterprises and describes ideas and methods for telecommunication enterprises to develop IM. CRM and marketing are inter-related and depend on each other in the telecommunication enterprises. In respect of system management, the essay analyzes CRM and marketing, and describes their functions by using marketing elements. The IM system based on CRM therefore is established and is employed in the actual practice.