Losing Analysis And Maintenance Strategy For Medium And High Customers Of China Mobile X Company

Founded in1999, China Mobile X Company has taken advantages of the Brand Superiority and technology supports to occupy a position of prominence in the local communication area. With China’s third recombination of the telecom industry, especially the coming of the3G age with more fierce competition, the traditional leading position of China Mobile has been challenged, and X Company is facing more severe competitive situation. The local Telecom and Unicom Company have attracted more customers, especially the medium and high customers, with their relatively mature3G technology, which caused the high losing rate of high customers and seriously weakened competitiveness of the company. Therefore, how to cope with the loss of high-end customers effectively and raise maintenance strategy has become the immediate issue.Under the theory of custom relationship management, drawn on the experiences of the successful theory and practices home and abroad, this thesis systematically studies the losing circumstance and the maintenance strategy of X Company. First, through the analysis of the current situation of Chinese communication industry and the background of X Company, it dissects the regional and industrial competitors, discusses the high-end customer management status and reveals the customer losing problems with the SWOT mode of analyzing. Second, targeted at high-end customer churn problem, it designs the questionnaire based on the principle of rationality, generality and non-induction. According to three aspects:overall motivations of high-end customer loss, the causes of loss, and inner network loss problem, the thesis studies the reasons of2460high-end customer loss through the outbound calling survey, interview and questionnaire research. Using statistical data and survey results, it analyzes the correlation between the losing rate of high-end customers and different brands or maintenance measures. Then, it reveals every kind of causes through the analysis of management, marketing and external behavior aspects. Finally, it raises the maintenance strategies in the improvement of management function, network maintenance quality, marketing and service quality.The characters and the innovations of this thesis lie in the following:It designs the questionnaire to analyze the causes of high-end customer loss. It analyzes the correlation between the losing rate of high-end customers and different brands or maintenance measures, and reveals every kind of causes of customer loss. It raises the maintenance and improvement strategies based on analyzing the causes of loss. Not only can this thesis provide the strategies for maintaining the medium and high customers for X Company but also offer the theoretical basis and practice course for the customer maintenance of other companies in communication industry.