Study Of Mobile Internet Marketing Based On Customer Lifecycle Theory

On a global scale, the telecommunications industry has long been a relatively closed and monopolies, until the early1980s, countries in the world basically has still imposed a government monopoly business model. Until the mid-1980s, the rapid development and application of ICT has led to unprecedented changes in the telecommunications industry, a number of countries and regions started the Telecom’s privatization reforms, opened this industry to the telecommunications market.In the end of the1990s, China also began to break the industrial monopoly, started the Telecom’s privatization reforms. After that, China’s telecommunications market had a great development. In terms of user base, the number of call minutes, China has created a number of world first.But, with the saturation of the communications market is increasing, telecommunications companies face the pressure of competition and customer churn pressure also increased. Whether it is growth in the number of users and revenue, China’s telecommunications operators have entered a slow growth period. Moreover, the operations of the business of communication is more and more diverse, more and more data services, more and more the importance of the income, and at the same time, communications operators in the marketing of data services has not kept pace withmarket development.Therefore, the telecommunications enterprises are faced with the conversion from a simple user-digit growth in the kitchen of the mode of growth to increase customer ARPU and increase customer stickiness and loyalty intensive growth mode problem. And further reduced tariffs of voice services, voice services revenue growth is becoming increasingly slowly, and telecommunications enterprises are facing the challenge of transformation of income growth model.Moreover, the3G technology development will promote produce a rich mobile Internet content and applications, it has also produced a huge demand for mobile entertainment, mobile commerce and mobile office.Therefore, it is foreseeable that the mobile Internet services will become the core of the future profit growth.In this thesis, the waves of the marketing mix model, telecom customers enhance the value of research in lifecycle management and how to improve customer stickiness, loyalty problem. To help telecommunications companies in the case of full-service operation, to win the competition in the mobile Internet business, and enhance market efficiency.