Analysis And Countermeasure For GSM Customer Churn Of China Unicom In Xuzhou Branch

In the past two years, Xuzhou Branch of China Unicom suffered a great loss of GSM customers and low effective development rate, meanwhile, due to the huge consumng of marketing costs and the performance gradually dropped year by year, the company was facing a difficulty time as its market competition decreased. In this dissertation, ths competitiveness and competition policy of the three major Chinese telecommunication operators were introduced, followed by the analysis of operation status and serious loss cf GSM customers of Xuzhou Branch of China Unicom in 2010. By means of China Telecom Industry Customer Satisfaction Index (TCSI) evaluation and focus group interviews, the factors that result in the GSM customer churn were deeply studied. In addition, based on customer perceived value, enterprise value chain, relationship marketing theory and the local telecommunication market, a solution was proposed. It is believed that the achievement of this research will help Xuzhou Branch of China Unicom to realize its mistakes in business, find efficient programs against churn rate decrease, increase customer loyalty and enhance corporate value at the same time. Furthermore, It also has a very important significance to guide the company improve business efficiency and competitiveness, change the current financial difficulties and return back to the right way of healthy development.