The Research About Group Customer Relationship Managing Strategy Of China Railway Telecom Guangdong Branch

With further development of world-wide economic integration and Chinadomestic market economy, China’s telecommunication industry has beenthrough a series of transformation and reform since 1990s. Especially thecompanies’restructuring in 2008, prompted an unprecedented changes havetaken place in the industry. Now, China’s telecom market has developed intothree-pillar structure of China Telecom, China Mobile and China Unicom. In 4thDecember,2013, Ministry of industry and information technology officiallyissued 4G license to these three groups. This move represented China hasofficially stepped into the era of 4G. With the promotion of 4G new technologyand the market trend of mobile internet,4G business will break the unbalance ofthe current mobile internet market. As a result, the competition focus will betransiting to win customers from network, scale or products competition. In themeanwhile, all telecommunication companies have aware the importance ofcustomer relationship, hence taking various strategies to maintain the customerrelationship from theoretical side and practical side. As a result, China Railway Telecom has become a wholly-ownedsubsidiaries of China Mobile to run fixed telecom business from a independentfixed basic telecom operators. How to cooperate with public company likeChina Telecom, how to make the most of the advantage of both parties and howto provide comprehensive integrated portfolio under all service operationenvironment were critical issues to China Railway Guangdong branch whichneed to be resolved urgently. This article is aim to discuss the thoughts and methods of customer relationship management under all service operation by reviewing the concepts of customer relationship building; Secondly, to define China Railway Telecom Guangdong branch strategy orientation by studying the CRM and analyzing the macro environment and internal competition environment under the newly reformed telecom market structure.; Finally, to ensure the sustainable development of China Railway Telecom Guangdong branch by offering the suggestions in three areas:marketing, management and service.