Xx City Branch Of China Telecom's Customer Relationship Management (crm) Systems Of Planning Studies

Since telecom were recombined in 2002, with establishing of China Telecom and China Netcom, the telecom industry of our country has established the market pattern of China Telecom , China Netcom , China Mobile , China Unicom , China Satcom and China Railcom six operators coexistence. China Telecom service market formed the new pattern of market competition of telecom service progressively, that is, from initial specific operator corner the market to several great operators leading, many small operators participate in, and new operator is joining the market constantly. Different operators demonstrate the rival situation, especially firm net field. It appears the situation that China Telecom and China Netcom launch relatively competing, UNICOM and China Railcom enter the market together, at the same time two big firm net operators will permeate the other side's region and launch the face-to-face contest too. The change of the pattern causes the shuffling again of the telecom market, China Mobile becomes the biggest telecom operator of our country, China Telecom retreats to the second .Because the occupation rate of market of every telecom enterprise is lower than 40%, the strength is very nearly the same, meanwhile, some world-class telecom giants begin to permeate through the market of China Telecom progressively through many kinds of means too, the domestic telecom operator is facing a brand-new market competitive environment, it is predictable that the competition of the telecom market will be evenly matched and fiercer in the future . In order to improve the competition of telecom enterprise, it is particularly essential to analysis customer, especially of big customer, and to understand the need of the customer presently and future. Therefore, the implementation of customer relationship management (CRM) is an inevitable development trend. The author of this thesis has gone to the branch company of China Telecom of XX city to survey and studies on the spot during the period from December of 2004 to May of 2005. Under the complete understanding of current situation of CRM of this corporation, aiming the concrete problem of CRM of this corporation, we think, with information technology development rapidly and national telecom system reform, the competition for telecom is very fierce. Under this background, in order to improve competition of enterprises, it is very necessary for this company to establish customer relationship management (CRM). In case of consulting a large number of reference materials, aiming at the operation situation of the company, the author researches how to plan and implement the customer relationship management system of this company. This thesis is in line with the method of proposing the problem, analyzing the problem, and solving the problem. Chapter one mainly introduce the tool in theory -- customer relationship management (CRM).CRM is one management idea "with customer satisfied as centre" at first. The development of the information technology and wide application in enterprise management has offered extensive support for realization of CRM idea. The concentrated reflection of the support is the implementation of CRM application system in enterprises. This chapter has made a detailed introduction to such several respects as basic conception, function of CRM etc. separately. It is the foundation in theory of studying the plan and implementation of CRM. Chapter two mainly makes an introduction of the situation and trade background of the research object, branch company of China Telecom of XX city.Chapter three bases on branch company of China Telecom of XX city, Proposes and analyzes the existing problem. We think it is necessary for branch company of China Telecom of XX city to implement CRM. Then, research of the feasibility of CRM to the branch company of China Telecom of XX city, we think that the condition of implementing CRM to branch company of China Telecom of XX city has already possessed basically. Chapter four designs customer relationship management system for branch c...