A Telecommunications Company Based On The Bi And Crm Collaborative Marketing Management Innovation

With the completion of the reorganization in telecommunication and licensing of 3G services, all telecom operators have entered the age of full-service and competition in homogeneous market becomes increasingly fierce. To carry out the customer-oriented precise marketing, integrate and develop the strategies of differentiated services, A telecom company needs to reform marketing management to improve the performance of operation. The paper discusses the significance of the BI-CRM-based thought on the innovation of marketing management of A telecom company and includes the systemic research mainly on product management, precise marketing and customer service. For the A company with digitized products, comprehensive customer groups and diverse channels, this way can effectively integrate resources, establish new operation system and business mode and carries out highly effective marketing so as to open out a shortcut in the fierce telecom market and win a success.The paper adopts many kinds of research methods: mathematic method for case data statistics and analysis, experience summary for operation and flow analysis and modeling method for conceptual modeling and logical modeling and the last is exploratory research to open up prospects for the future organization, operation and business modes of telecom marketing.The paper consists of 7 chapters: chapter one is introduction which expatiates on the research background, main content and research method of the paper and is the overall summary of the paper; chapter two includes the study on BI, CRM, relevant theories and tools, and the analysis of the existing problems of the CRM of A telecom company, and illuminates the feasibility of BI-CRM cooperation in solving these problems. Chapter three is basic on the application of BI-CRM cooperation in the management of product lifecycle and describes the product data management of CRM and design method of packet, supervision and optimization flow of packet and exit flow, etc, and highlights the actual application and effect on the clearance of packet. Chapter four is basic on the application of precise marketing basic on BI-CRM cooperation and expatiates on the first marketing, secondary marketing, event-driven marketing and model and scheme of precise advertisement in the management of lifecycle of customer. Chapter Five is about BI-CRM-Cooperation-Based customer service application and expatiates on how to implement the optimization of customer service flow, dynamic management of customer demand and supply and customized support schemes of customer service. Chapter six includes the implementation and enlightenment explaining the application of these models and schemes in practical work to offer the enlightenment to the marketing management of telecom. Chapter seven is the conclusion forecasting the marketing management in the future.The innovative point of this paper rests with some new methods and ideas basic on BI-CRM cooperation. These methods mainly include design method of telecom product and packet clearance method, customer-event-driven response model of precise marketing, customer service flow optimization basic on the comprehensive analysis of customer electronic flow and service records, and dynamic management of customer demand and supply.