The Customer Relationship Management Of China Mobile In 3G-period

With the reorganization of the telecommunications in May 2008, the original 6 telecom companies merged 3 operators ranging all of telecommunication, China-Mobile and China-Unicom both round business of mobile and fixed operating licenses. In terms of development of telecommunication, China-Mobile and China-Unicom both owns large quantities of users. With the high-speed development of mobile telecom since 1995, up to the first quarter in 2008, the number of clients of China Mobile amounts to 0.3995 billion, GSM clients of China Unicom is 0.1254 billion and former CDMA clients 43.09 million. The client of mobile telecom has outnumbered the telephone users. The start-up of new reorganization shows the approaching of 3G-period in the field of communication in China. The new telecommunication will participate in the competition with the mobile communication and shows its strong power. In 3G-period, this competition among the operators of communication relates to not only business, product, price, channel but the management mechanism and its level. So strengthening the management of core competition ability and grasping the needs of prospective clients will take a vital role in the expanding of 3G markets.Although there are ample theories researching regarding the customer relationship management, the researching about the customer relationship of mobile telecommunication in 3G-period is comparatively inadequate. Based on the management theory and depending on the practice of mobile communication companies, this paper emphasizes in the current situation and problems of CRM, and put forward the necessity of management of customer relationship. On basis of the analysis of competitive environment in China, the writer discussed the reason why the clients home and abroad choose mobile operators. Aimed at the problems existed in the process of applying CRM, the writer analyze the build-up of customer relationship management system. I feel confident that this paper can offer some experience and help for the improvement of customer relationship management of China-mobile.