Research On The Evaluation Of Customer Values In 3g Service Of China Telecom Under The New Circumstances

After several years'development, mobile communication industry has become an important component of the national economy of China. With the development of its relative market and the transformation of governmental regulation, the competitive status between the operators has started to turn from oligarchic monopolization to the market with more free competition. After the regroup in 2008, the mobile communication market is occupied by 3 operators, as China Mobile, China Unicom and China Telecom. Compared with the period when only 2 operators existed, as China Mobile and China Unicom, mobile service consumers now have more freedom in their choices. That is to say, consumers now have more options when choosing their mobile services, especially in 3G service. This change has propelled the operators to compete not only in the technologies, but also in the research and understanding of customer demands, and integrate it with their own competitive ability. Thus, the research on customer value has become a new direction of research in this sphere.This thesis takes the 3G service of China Telecom as its research target. Starting from the current situation of 3G service of China, the author applies the theory of evaluation and management of customer values and integrates it with the practical development, to specify and analyze the competitive situation of China Telecom's 3G services, and utilized multiple analytic methods such as SWOT. Based on this, the author establishes an indicator system of customer values evaluation of the 3G service of China Telecom through market investigation and analysis, and utilized certain methods as analytical hierarchy process and the relative software to calculate the weights of each chosen evaluation indicator. In the last chapter, the author brings forward some measures to effectively enhance customer values in 3G service of China Telecom.This thesis is a demonstrative research on the 3G service of China Telecom. The author intends to promote the competitive advantages of related services of China Telecom through research on customer values, and provides useful advices to other parties.