| As the development and competition of telecom industry, telecom enterprise’scompetition has turned into that the center of competition is market and customerdemand from product competition of the past. The trend of the personalized anddiversified customer service requirements do make telecoms industry value chain toproduce fission and continuously develop to the longitudinal deepening and horizontalextension. But customer relationship management meets enterprise competition whoneeds management theory and information technology.This paper mainly studies the optimization problem of China mobile Zhuzhoubranch of big customer relationship management system, which is divided into six parts.The first part summarizes the research background and significance, the current researchof customer relationship management, research method and train of thought and frameof the paper. The second part summarizes the relevant theoretical basis of customerrelationship management, mainly including customer value and the life cycle theory,relationship marketing theory, the theory of database marketing, one to one marketingtheory and customer segmentation theory. The third part analyzes the existing problemsof Zhuzhou mobile big customer relations management system. The fourth partexpounds the goal and principle of Zhuzhou mobile big customer relations managementsystem design and comes up with optimization measures. The fifth part proposed thecorresponding safeguard measures of Zhuzhou mobile big customer relationshipmanagement system to implement. The sixth part is the research conclusion andprospect.This paper surveys China mobile Zhuzhou mobile by field survey and collects thebasic situation of the company and related data, and researches the present situation andexisting problems of Zhuzhou mobile big customer relations management, and at lastthis paper puts forward the specific optimization measures and specific implementationmeasures of its big customer relationship management system. This paper has the realityinstruction value to China mobile Zhuzhou branch, and also has certain referencesignificance to other similar enterprise. |
