| Customers are the fairies in free market completion...They decide the winner and the loser.And finally, customers are the biggest winners.——By Donald·j·Carty, CEO of American Airline.As the rapid development of technology, the life cycle of product becomes shorter and shorter. Customer has higher and higher requirement on the product, while the transfer cost is lower and lower. Because of different reasons, the customers frequently change their preferred products. The products with high value, satisfaction and profitable for customer, become the focus of all high gain and profitable companies in the world.Customer Relationship Management is an operation strategy about "focus on the customer". As a management system, it implements the idea of procedure restructure. By meeting the current requirement of customer, enterprise can find out the potential requirement of the customer. It makes the existing customer more loyal to the product and the enterprise. In turn, those loyal customers become the reliable source of profit.Customer Relationship Management helps an enterprise to implement the strategy of "focus on the customer". It changes the enterprise from production operation orientation to customer service orientation. In many cases of the of foreign telecom operators, it has been proved that the CRM implementation can raise telecom operators' core competition capabilities, and helps them more efficient in operation.Therefore, Sichuan Mobile Communication Corporation (referred as SCMCC hereinafter) puts more and more focus on CRM as its competition strategy.The article studies how SCMCC can gain competitive advantage with CRM. With the theories from marketing, customer satisfaction, competition and procedure re-structure, the author has studied the marketing situation in mobile communication market. The article discusses how SCMCC will manage its customer relationship. The discussion focuses on raising the loyalty of high-value customer, reorganizing of CRM system and the implementing the re-structure of management and production procedure.The article uses the theories from Marketing Management of Philip Kittler, Competition Strategy of Michael·E·Boater, Service Marketing of Christopher·H·Lovelock and Operation Procedure Restructure of Hammer. The discussion covers customer value, relationship value, enterprise marketing, service marketing and capacity of enterprise making profit. Integrating those theories into the case of SCMCC, the article discusses the development strategy of SCMCC. The article presents you the strategy about how SCMCC can optimize her production and management procedure, raise the loyalty of customers, gain reliable profit source and achieve competition advantage.Structure of the Article:The article is composed of four sections:Section One: The section gives a brief introduction to SCMCC general information and development strategy. It highlights the analysis on the existing problems of SCMCC CRM.Section Two: With a full analysis on CRM concept, this section discusses the relationship between CRM and relationship marketing, service product marketing, enterprise procedure restructure and enterprise competition capability. A strategy about how to achieve completion advantage was concluded from the theory analysis. Based on the information technology, by raising the value of customer and relationship, improve customer satisfaction and loyalty, and achieve maximized enterprise value and competition advantage.Section Three: By analyzing the characteristics of mobile communication market and service product with the theories from section two, this section concludes the strategy framework of SCMCC CRM.Section Four: With the theoretical conclusion from section two and strategy framework achieved in section three, the section present a CRM strategy, which fits SCMCC operation characteristics. It includes High-Value Customer relationship marketing strategy and Enterprise Segment Customer market plan, integrating CRM system, re-st... |
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