Research On Regional Marketing Strategy Of Mobile Communication Enterprise Based On CRM

The industry of mobile communication in China grows rapidly in recently years. With the development of mobile communication technology,3rd generation mobile communication (3G) was got more attention.The usage for 3G technology is not only the renovation for technical level but also the opportunity and challenge on policy operation service requirement and etc.level for communication service provider. The advantage competition situation for communication service provider will be totally modified. In the increasingly fierce market competition of mobile voice, how to select the effective marketing strategy to promote the development and competition of enterprises is the key concerns of Mobile communications enterprise. Based on the theory of customer relationship management and the analysis of marketing situation of mobile communications enterprise, this dissertation strived for mobile communications enterprise regional marketing strategy continuously updated and improved.Firstly, the dissertation utilized the theory of strategy management to discover the opportunities and threats that the company is facing, under the scenario of macro economic environment, telecommunication business environment and the mobile market demands. Secondly, the dissertation segments customers based on customer basic characteristic and behavior, including mobile communication enterprises' customers. Thirdly, the evaluation system of customer satisfaction in mobile communication enterprises is also put forward. Finally, the dissertation discusses customer churn analysis in mobile communication industry. This dissertation put forwards a method of customer management which is based on customer relationship life period. China mobile communication enterprises should begin to manage customers when they exploit customer relationship and try to renew the relationship when customer relationship breaks off. This chapter provides a detailed analysis of Mobile Communication Enterprises' marketing strategy in mobile communication business based on integrated 4Cs theory and 4Ps theory. Finally, taking a branch of China mobile for example, establish suitable marketing strategy according to the actual situation and the customer churn situation analysis.