Study On Relationship Management Stragety Of Stock Customers For Gansu Unicom In The 4G Era

Gansu Unicom faced the shortage of network and business competitiveness resulting from loss of mobile business users continued decline in revenue serious situation in the 4G era. At the same time, the new users telecommunications market space became narrow, the development of new users to the difficulty and the cost is huge, usually three to four times that of the old user.Three major telecom operators main focus have been to managing stock customers. The market share and market position of the province for Gansu Unicom will depend on the development of sustaining 3G era stock customers and increasing its value directly. Therefore, how to do a good job of management stock customers in the 4G era become one of the most important tasks in Gansu Unicom, is a problem to be solved urgently.In this paper, the introduction of the management status quo of Gansu Unicom currently exposed the plight of the enterprise.I analyze the stock of customer management and evaluation,put forward the existing problems. I summarized the stock of gansu unicom under the background of the 4 g era of customer relationship management work by SWOT method. It includes competition、environment、advantage and disadvantage. By the theory of customer life cycle in different stages of the stock of customer, I summarized characteristics and the drain causes, also determine the question of the telecom net does not match the machine is the main factor of customer churn.Stock for customers to maintain the fundamental point of customer relationship management(CRM), using data mining technology, build a stock of customer relationship management model system, make sure customer priority adapter application principle, improve the stock of fine operating system;Against loss reasons, from the building to maintain environment and whole life cycle of products, refined, carries out the customer to maintain work, product matching to carry out the customer retention strategy.Based on customer data mining and associated information analysis, to seek in net customer value promotion space, with 4G harden products for the gripper, use” 4p” marketing theory to carry out the seed marketing, driven by product implementation "To the old with the new" drive revenue growth, to achieve the purpose of the stock of customer value enhancement.Finally from the organization, responsibility, IT support system, training and evaluation of five aspects of Gansu Unicom customers stock recommendations to operating system security,eventually improve the stock customers of Gansu Unicom strategy in the 4G era.