Research On China Telecom Lanzhou Branch Mobile Telephone Customer Retention

Along with another reorganization of the telecommunication industry being accomplished, the whole business competition among the telecommunication enterprises has become increasingly intense. The contention for customers in the stock market is now the regular situation. The price war caused by the carriers'seek of large scale of users has triggered the lower-price-spiral. Because of the more choices generated in the competition among carriers, users situation turns to be amazingly unsteady. The users of one company can become that of another at any time. Besides, the variety of the sales promotion activities and the continuously down-regulated price has been leading to an increasing losing rate, which is not only a dissipation of the enterprises'resources, but also a momentous economic loss. Customer retention and using period extension has been involved as the core issues in term of the strategy making of enterprises.With the direction of CRM(customer relationship management) theory, the thesis presents a systemic research about the customer retention of Lanzhou Telecommunication Company in China. Six sections are included:(1) Introduction; the background, the purposes and the analysis approaches are presented in this part.(2) CRM theory; the customer relation ship theory and its application are elaborated in this section, (3) Issues being researched; a particular analysis about the current customer retention situation of Lanzhou Telecommunication is accomplished in this section.(4) Solutions and strategies;(5) Implement guarantee of strategies. The preparation, implementation progress, evaluation and the feedback closed-loop of the strategies are expatiated here. (6) Conclusion.The thesis constructs the customer retention system for Lanzhou Telecommunication Company in China, the issue analysis and the specific solutions are both included. With the consideration of current characters of the telecommunication industry and the development trend of the field in the world, the thesis is of highly pragmatic values.