Mobile Communications Customer Value Evaluation Model And Empirical Analysis

In recent years, customer resources become important embodiment of the enterprise's core competence, and the valuable customer resources are the indemnity of the enterprise profit. Scrambling for the valuable customers become the core of competing and developing for mobile communication operation corporation. The CV (Customer Value) as an important intangible asset has been broadly attentive by enterprises. The purpose to study the customer value is estimating CV by method of qualitative and quantitative analysis, which conduce to subdivide users in a newly view, to evaluate and identify the VC which make corporation be able to focus limited resources and optimize to configure them in realizing the aim of the enterprise value maximum.The mobile telecommunication industry is the very fast development over 10 years, from 1st generation ,which is analog communication, 2^nd generation, digital communication to 3rd generation, internet communication, with Increasingly small market, hot competition.Market scramble from market share based on Market-oriented to wallet share on CRM-oriented. Undoubtly, how to measure the CV is a focus of Telecommunication Carrier. At the same time, the study to mobile customer value is deficient in the theory and methods, especially the evaluation model of the customer value. Therefore, this paper, combining 7-year's work experience in communication industry, analyzes and designs the measurement model and the computation model of the CV for the mobile telecommunication enterprise grounded on practicability and maneuverability.The article starts with the significance of the CV to customer relationship for Telecommunication Carrier.This article firstly identifies CV and analyzes main factors in detail which affect evaluating the value, and then construct two-dimension model of CV by utilizing AHP (Analytic Hierarchy Process) to ascertaining proportion.Secondly, this article constructs the synthesis measurement model of the customer value basing on the CLV (Customer lifetime Value) model, which measures customer maintenance rate, customer lifecycle according to Weibull distribution model and CLV key time point according to combining the historical data to simulate profit function curveFinally, this paper gives demonstration analysis of CV, model application basing on China Unicom Corporation.