Changsha, China Unicom Customer Capital And Value Management Studies

In the 21st century, along with the change of environment in domestic and foreign market, the competition for limited customer resources is gradually beyond that for traditional product and service, which becomes the focus of enterprises competition. How to attract new customers successfully and maintain the loyal old customers, then to obtain the values of both enterprise and customers of a win-win synergy to gain and keep the lasting competition superiority is the challenge of each enterprise.The basic theory of the management of customer-capital value is addressed at the beginning of this article, including the meaning, purpose and source of the management of the customer-capital value, the creation and transmission and the customer value, the realization of the customer-capital value, acquirement and assess of the customer-capital value and so on. The present situation and existing problems of management of the customer-capital value of Changsha Branch of China Unicom are analyzed, and the corresponding countermeasure is proposed. The purpose of above analyzed is to increase the satisfaction and loyalty of the custom through strengthening the management of the customer-capital value, and to make the Changsha Branch of China Unicom stand in the leading position among the other competitors of market competition.