The Research On Life-circle Management Of Household Broadband Clients Of China Mobile Yunnan Branch

Ever since 2010, the revenues of traditional voice service declined sharply and data traffic revenues became the major source of income instead of the voice service revenues. Digital Service has become the key emphasis work for Yunnan Mobile Communication Corporation by the 3rd curve layout. Furthermore, the users of home broadband, as the main pipelines of 3rd curve digital service, maintain a rapid growth. In 2012, Yunnan Mobile officially operated the fixed-line business. After 5-year development of home broadband, the ARPU values of the users and customers have been effectively improved in 2016. Simultaneously, the product system of Yunnan Mobile has been enriched to meeting the customers’demands. Compared with the competitors, the situation formed where being unique and being of excellence. However, throughout the telecom market in Yunnan, the fierce homogenization competition has led to the rate wars to retain the customers via low prices. Thus, the focuses of attention of the operators are smart competition, precise operations and corporate profitability. Although customer retention strategies ensure more customer values and cost reduction on repeat network access to increase the profits of the communication corporate, the strategies are in the explore, practice and development to be scientific and systemic.Above all, steered by the concept and theory of customer relationship lifecycle management, based on the theoretical analysis of the customer relationship lifecycle management, this paper pointed out the cruxes and problems existing in Yunnan Mobile broadband customer relationship management and constructed the management model of customer relationship lifecycle. Ultimately, in accordance with the features and traits of the users and customers of Yunnan Mobile broadband, this paper proposed the corresponding methods and models.