Jiangsu Unicom Customers Maintain And Retain Strategy Research

With the third round of the telecom industry restructuring and the issuance of 3G licenses, China Mobile, China Unicom, China Telecom have the new telecom competitive landscape, there are changes in the original product model, customer type, marketing initiatives. Competition for customers has become the major focus of the carrier market strategy, how to prevent the loss of customers under the new situation, and actively explore and retention work have strategic importance and practical value to the telecom companies.In this paper, I study Jiangsu Branch of China Unicom (hereinafter referred to as the Jiangsu Unicom) as the research object, customer relationship management, customer life cycle management, Maslow's hierarchy of needs, customer value, customer segmentation, and other related theoretical are basis for the study, using data analysis of Jiangsu Unicom characteristics of the loss of customers, combined with customer surveys and interviews, find the Underlying reasons of Jiangsu Unicom further loss of customers, and finally summed up key elements of customers to choose operator, by the theoretical basis and conclusions, this paper formulate a scheme of Jiangsu Unicom customer maintain and retention with the customer life cycle management strategy process, combined with key business strategies, and Construct a system of customers maintain and support from five aspects, organizational security, personnel implemented, assessment and incentive, the channel implementation, system support.The results of this study not only make a formation of a standardized policy system of maintain and retain to Jiangsu Unicom customs under the new situation, but also provides a specific implementation measures and work requirements, these would solve the problem of customer losing of Jiangsu Unicom, and provide a useful reference and lessons to China's telecommunications customers maintain and retain.