Research On Marketing Management Of Large Customer Relationship In Telecom Company

As the market environment of the telecom industry changes, the government implements a series of reform and recombination upon the telecommunications industry, making China’s telecommunications industry go into the positive circle of the market competition. Compared with the situation in the past, the market competition is becoming more and more fierce. At the same time, the telecom industry increasingly compete for big customers. How to keep the big customers, how to retain the inherent customers in the competition and how to promote the stability of the business income and the benign development of the enterprise are the important problems that the telecom operators confront with at present.This paper is based on marketing theories, with China telecom co., LTD., L branch as the research object. It will analyze into the history of L telecom, its status quo and its future development prospect. It also help understand the main policies and a series of measures taken by the L telecom in big customers screening, developing and retaining. How to use the limited resources to increasingly satisfy the big customers with the lack of network resources and the3G business experience before the market circumstances change is what the paper focuses on.This paper is divided into seven chapters:the first chapter is the introduction, mainly sketching out the research background,itssignificance,train of thoughts and research framework. The second chapter expounds the big customer marketing theory,customer relationship management theory and the method of SWOT.The third chapter analyzes L telecom’s market and use the SWOT analysis to research on the status quo, the advantages and disadvantages and the development opportunities and threats faced by the L telecom. The fourth chapter studies the present situation of the big customer marketing management, analyzing and solving the problems. The fifth chapter elaborates on the key points of the big customer marketing management and the implementation. The sixth chapter evaluates the big customer marketing management and puts forward the corresponding solutions from two aspects, one is the big customer development, another is the big customer satisfaction.The seventh chapter is the conclusion, summarizing the research of the big relationship marketing.In a word, this paper takes the L telecom as the research object.The big customer marketing is the main part of its income, but there are some marketing details and related experience that the telecom operators don’t notice, therefore it has a certain reference significance.