Zg Mobile Group Customer Value Assessment And Applied Research,

With the reconstruction on the telecommunications and releasing of 3G licenses, the three operators have entered the full-service operations and 3G eras. Consequently, the competition between them is becoming more fiercely. How to preserve the value of the stock customers and provide difference in service and management is an important problem for the operators to change from the extensive to fine marketing style Meanwhile, because the focus of mobile operators is gradually shifting from individual customers to group customers, it is very important to pay more attention to the group ones. Therefore, how to evaluate the customer value and segment them efficiently is becoming one of the important problems for the operators,Taking the ZG mobile company as a research object, this paper builds the value evaluation model of group customers with the customer relationship theory. First, it analyzes the current situation of the value evaluation models of group customers, and finds out the disadvantages of these methods, which can hardly keep up with of the competition. Depending on these disadvantages, it builds the value evaluation system for group customers of the ZG Mobile. Second, this paper establishes the evaluation index system, including: customer contribution, customer attributes, and customer influence. On the other hand, it constructs the value evaluation model for group customers of the ZG Mobile and divides them into three types with five ranks, such as high-value customer, strategies customers and demo customers. Finally, it applies the model to the marketing channels and IT systems.