The Research Of Ningxia A Company Group Customer Relationship Management In The Full-service Competitive Environment

Chinese communication industry expericed splitting, listing, restructuring, issuing the full-service license, commercializing of3G and trying out tri-networks integration. After these practical development and reform, China’s three major operators (China Mobile, China Telecom China Unicom) turn a single business into a full-service business, which includes access services, communication service, value-added service, content application and so on. Under the full-service operation system, industrial competition becomes vitalize as the diversification of services and the diversity of business development. Today, no matter the fixed broadband or mobile Internet, the frequency of the new business and service is more than any industry around the world. Facing up to new situation, company A in Ningxia as a wholly-owned subsidiary of China Mobile Telecom Co, met with not only problems to some extend in all5respects such as products, target customers, competitors, collaborators and its own status, but some non-suited aspects in the customer relationship groups employed now as well. Traditional voice business goes maturity. The business of broadband and other traditional fixed network is growing rapidly. Furthermore, emerging data information businesses such as the Internet of things are more and more booming.Under the new situation, Ning xia A company in the market for customer groups has showed the weakness in many aspects, including customer resources, customer relations, cable network coverage, customer brand, corporate customer channels, ability for marketing service. That is not consistent with the strategic positioning of CMCC which is about creating a world first-class communication enterprise.Group customer with high ARPU value, high income proportiaon and low off-grid is an important strategic customer group of China communication industry operators. Emerging information business is mainly applied to the group customer, which is bound to become the key areas of strategic competition among the all operators.The demand for group customer informatization presents the characteristics of diversification, multi-hierarchicalization, individuation and two-levellization.As the China’s economy is in good shape, market space of the small and medium-size enterprises is becoming bigger and bigger, competitors relying on fixed-line business has accumulated rich customer resources, network resources and strong customer relationships in group customer market. Also it has accumulated experience in information technology application market. As a participator of the whole business competition in the communications industry of Ningxia province, A Company can’t have a snub with the group market. A good job on the relationship management of group clients will insure that A Company occupy one third of the whole group market. It will also make help to the transformation of informationization of A Company. Beyond that, it’s an important part of business strategy of A Company in the environment of the whole business competition. Above all, it’s meaningful to whole company.According to the analysis of the relationship management of clients at home and abroad, and the analysis of the environment of the whole business competition of group clients operation of A Company in Ningxia province, the current situation of the group clients management of A Company in Ningxia province is researched by the use of correlation theory of the relationship management of clients, PEST model and the Five-force Model. The problem is summerized with the help of the investigation to the group clients. The improvement plan is presented at last.