Research On Customer Relations Marketing Project Management Of Shanghai Mobile Based On(PM)2 Model

With macro-control and Telecom Industry Reform, meanwhile the development promotion of the 3G and the 4G network, competition of the telecommunication market becomes fiercer. Especially in Shanghai, which is the operators of the implementation of the new policy and new business pilot of China Mobile, China Unicom and China Telecom, telecom market competition is so fierce. The paper researches on Customer Relations Marketing Project Management of Shanghai Mobile based on(PM)2 Model from customer relationship management theory and relationship marketing perspective, to get more customers resources and build new competitive advantages.First of all, basing on literature of project management, customer relationship management and marketing literature, this paper has elaborated the concepts and theory about the research. It uses the SWOT to analyze the competition environment on the project. According to knowledge of project management process, this paper describes the project application crashes, the customer relationship management and the classification of marketing strategy. Finally, it puts forward corresponding guarantee measures for implementation based on the analysis of the project problems.The paper obtains two conclusions:(1) According to the analysis of Shanghai mobile environment, and combing with the company’s actual strong mad, the papers puts forward customer relationship marketing project management mode. This paper use theory of customer relationship management to subdivide all of customers. According to the leaky bucket theory, this paper researches customer relationship marketing strategy from attracting new customers and retaining old customers. It has important theoretical and practical significance.(2) Basing on(PM)2 Model, the paper establishes Berkeley Project Management Process Maturity Model of Shanghai mobile customer relationship marketing project management and evaluation system. According to the above analysis, the paper analyses the management level and problems of Customer Relations Marketing Project Management. Finally, the paper puts forward to some measures to ensure the corresponding implementation, which has a certain practical significance.