Research On Customer Relationship Management Strategy Of Mobile Phone Existing Customer Of Beijing Unicom

In recent years,with the development of telecommunication industry,the maturity is getting higher and higher,the market expansion space of new users is shrinking gradually,expanding new users has become difficult,and the cost investment is equivalent to several times the maintenance of old users.So,communication operators have gradually changed from incremental market to stock market.For Beijing Unicom,we are facing a severe situation of continuous decline in the revenue and scale of the stock customers.How to enhance the value of stock customers and maintain market share is an urgent problem for Beijing Unicom to solve.This paper analyses and evaluates the current situation of customer relationship management(CRM)of mobile service stock of Beijing Unicom,and finds out the problems faced by enterprises.Through SWOT analysis,the strengths,weaknesses and competitive environment of the current customer relationship management of Beijing Unicom’s mobile service stock are analyzed.According to the theory of customer life cycle,based on the different life cycle of customers,the strategy of sticky promotion,value management and high-risk maintenance is formulated;According to the theory of big data precision marketing,the maintenance strategy of big data precision is formulated.Finally,from three aspects of optimizing the organizational structure,evaluating incentives and enhancing the professional competence of personnel,this paper puts forward the implementation guarantee of Beijing Unicom’s mobile service stock customer relationship management strategy.Through the research of this paper,it has practical significance to promote the improvement of Beijing Unicom’s mobile service stock customer relationship management ability,and also provides reference for the practical work of mobile business stock customer relationship management in the communication industry.