| In the past ten years, Chinese mobile communications industry has made great progress. Up to now, mobile communications network covers almost all over the country and the number of users exceeds 269 million. Six fundamental communications operators have basically built up a balanced competition structure in China, which are China Telecom, China Netcom, China Mobile, China Unicom, China Satcom and China Railcom. Although only China Mobile and China Unicom have the mobile communications operation license, fast- developed "xiaolingtong"(Personal Access Phone System, PAS) is further nibbling the potential market. With official adoption of 3G operating license and the entry of international mobile communication companies, we can imagine that Chinese mobile communications market is facing more and more severe competition.In the final analysis, the market competition in mobile communications is the competition of customers. It includes developing new clients and holding existing ones, the latter is so-called " Customer Retention". In the first place, the text points out that Customer Retention is the final result of the market competition. Then, it explains the basic definition of Customer Retention and its important significance, lists three characteristics and two problems of Customer Retention in mobile communications companies, and further analyzes the corresponding reasons respectively. To handle the problems, dynamic models of Customer Retention are introduced into this article, and four importantinfluential factors of Customer Retention--customer delivered value, customersatisfaction, customer loyalty, and transfer cost--as well as their dynamic characters incustomer life cycles are also indicated. Finally, the article advances a series of ideas, strategic plans, and specific measures in solving the problems on the basis of common theories on dynamic models of Customer Retention and special instances of mobile communication companies. |
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