Strategic Research On China Mobile(CMCC) Points Reward Program Development

During the past decades, after so many years of great leaps, from traditional fixed-line telephone, cellular phone, to mobile internet and now big data, China communication industry is facing with the fierce challenge caused by gradually saturated market as well as squeezing profit. At the same time, the integration trends of Telenet, cable TV and Internet force communication companies to fight against not only the competition from opponents towards conventional service, but also the challenges from newly sprouted things under high information techniques.It is the customer that matters a lot in the marketing battle. Thereby, under both attacks of saturated market as well as competitive rivals, the key points of winning turns to effectively improving customer experience, enhancing customer attraction and loyalty. Make it through clients’reservation, fighting and transformation. Points as an effective mode of maintaining customer relationships and promoting their loyalty are applied more and more widely.CMCC is one of three giants in China communication industry. It has started the nationwide points reward program from2002, popular with all the walks, even bringing up the tide of imitation. Up to now, CMCC points reward program has owned almost0.6billion clients, and more than ten billion RMB. Only within the year2012, there were nearly0.2billion people involved to credits exchange for gifts whose value went over5billion RMB.Although the effect is obvious, this program is still too grand and complicated with many operating factors to be perfect. In the short run, problems exist in integrating resources and improving system platform and customer perception. In the long term, the problems of clear orientation and definition of development are emergent. How to use the successful experience for better reference, learn about explicit development ways of CMCC Point Reward Program and explore new profit-earning ways then becomes an issue for further research.This paper is going to summarize and conclude ideal plans of points reward program through abundant cases in which the same projects have been successfully operated at home and abroad. It will deeply dig into the possible problems of CMCC point reward program, work out three-steps-to-go strategy, and finally demonstrate the necessity and feasibility of setting up the point alliance with the core of CMCC point reward program.