The Construction And Application Of The Evaluation Model On Group Clients Value In Mobile Telecommuication Industry

With the new round of restructuring of the telecommunications industry settled, the period of all business operations has come. The competition among the new three telecom operators will be fierce, the present and future focus of which are to contend for the customers, and especiall for the group clients. The Chinamobile should seize the current opportunity for development, making use of its mobile business advantages to develop the group clients market. so how to consolidate and develop the maket is the major problems for Chinamobile, taking the effective assessment of the group clients value and the reasonable segmentation, and making marketing differentiation strategy to enhance the group's customer value management and marketing service levels, and to serve the customers with higher value better.Firstly, this thesis analyzes the domestic and international telecommunications industry development status combing with their respective characteristics of the three operators, to get the basis abd significance of the research on the chinamobile group clients value. And then it sums up the research status of the previous researchers on customer value and the assessment of it, analyzing the problems of the assessment of customer value and segmentation, and then getting the research subject of the thesis.Then the thesis mainly discusses the construction process of the indicators system and assessment model for chinamobile group clients, appling the structural equation modeling approach to make assumptions on the indicators and the empirical study methos to verify the assumptions, and getting the assessment model. After that, the thesis applies the hierarchical clustering to subdivide the customers according to the model results and give the differentiated marketing strategy for classfied customers to solve the conflict between the resources allocation and services demand, in order to provide better servic for customers with higher value.Finally, the thesis gives a brief summary and give some thoughts on the faluts of the article and the directions of further research.