Study On Model Of Mobile Phone Customers’ Value Evaluation In Mobile Internet Era

Customer Relationship Management (Customer Relationship Management,CRM) is a hot application in business marketing strategy and marketing researchsystem. How to establish a long-term and profitable relationship with the mostvaluable customers is the key to the marketing! To establish a good relationship withvaluable customers, first we must identify and evaluate the value of customerrelationship.In the mobile Internet era, due to changes of operating income types, structureand business model brought about by technological reform telecom, mobilecustomers’ value has shown its new characteristics. First, unlike previous singletelecom operator ’s revenue model, income generated by different forms of businessis not exactly the same; second, the business model transformation also makes itpossible for telecom operators to explore more new profitable ways. Therefore, it isnecessary to re-construct a proper model for a more scientific evaluation of customervalue according to the new features of telecommunications customers in the mobileInternet era.Firstly, here this paper will systematically organize the related theory ofcustomer value evaluation, and figure out the applicable range of each model, itsadvantages and disadvantages.Secondly, a comprehensive study in the telecommunications industry andcustomer characteristics, a profound analysis of challenges and changes in thebusiness model confronted with telecom operators and a general summary of thetelecom operators’ new product strategy and new business models will be stated inthis paper. On this basis, it will analyze the formed mechanism of customer value inthe new era of mobile Internet.Thirdly, according to this analysis, this paper will take customers’ current valueand potential value as the two dimensions to evaluate customers value in the mobileInternet era by combining with new features under the current mobile Internet environment where a mobile customer evaluation model is built under the mobileInternet environment by the innovative introduction of new variable and reasonablesetting of specific indicators.Finally, part of historical data on consumer’s consumption of Nanchang mobilecommunication company will show the existence of mobile customer valueevaluation model and the value of the model construction and value evaluation byusing scientific, effective and practical methods which are proposed by this paperbased on mobile Internet era. All those above will provide certain reference valueevaluation system for evaluation of customer value and a new idea for the researchof customer’s value evaluation in the telecommunications industry.