The Research On Marketing Management Of The Netcom Company Key Customers In Beijing

The telecom industry plays role of foundation and core of economic development in the future. Actually, telecom industry is typical technique and knowledge industry with high investment, high production and high employment, which involve national economy, social development and people lives. And telecom development will drive the whole economic system.Along with the reform of the telecommunication system, the Chinese telecommunication dismantles a cent in 2002, new Chinese Telecom Group Company, Chinese Netcom Group Company establish, symbolizing the competition of strategic reorganization in our country. Telecommunication industry lately compete structure, form and joining WTO behind the international telecom market competition. The Chinese telecommunication industry got into an unprecedented all new development stage with information technique especially the internet technical fast development and application.Telecom market in Peking has already changed into buyer market from the seller market. The telecommunication business enterprise is developing with high speed. With the customers of fast development, diversification of business and environment's service to telecommunication business enterprise of the management competition quality put forward a higher and newer request. Because the extension of the choice scope of customer, expect to be worth to rise continuously, Netcom in Peking has already started from producing method to customers service. The focus of competition will change from price to non-price competition as principle. Competition will more emphasize perfect customer service. Under this environment, Netcom try to adapt present condition with new style model, using modernization of the information means greet the change and the challenge. Improving the customer service, strengthening the customer's loyalty, which is also the telecommunication business enterprise, relies for existence.Firstly, this research will review previous studies, analyze problems of Netcom in Peking. Secondly, from built up big customer to be worth a purpose of evaluating the system, big customer worth the index sign system of valuation. Furthermore, this study introduces the concrete index sign contents of model of evaluating the system, and chooses a case of telecommunication branch to carry on application. Based on these analyses, I put forward some marketing management strategies of key customers of Netcom in Peking in the end.