Customer Segmentation And Product Portfolio Optimization Based On Customer Life Cycle

With the advent of the 5G era,competition among operators has intensified.In an increasingly fierce market economy,how to seize the needs of customers,use their own resources,and strengthen customer relationship management and maintenance is an important opportunity for operators to transform and upgrade.At present,operators are facing the situation of the rivers and rivers.The dividends of the past have ceased to exist.Operators should pay attention to the "service" concept like Internet companies.Operators need to actively adjust their business ideas and directions,and use the original customer relationship.And service advantages to achieve their own development.This research has studied the customer segmentation and product status of China Telecom Z Branch through literature analysis method,industry analysis method,case study method and other research methods,and analyzed it from three aspects.First,reviewed The development of the domestic telecommunications industry;Secondly,it introduces the status quo of Z segment customer segmentation and the status quo of the product,and analyzes its existing problems;Third,it builds the main links of the telecom product management system and management process,including Market research,customer segmentation,product design,product configuration,product marketing,product evaluation,product grooming,product exit;Fourth,propose a telecom customer segmentation and product portfolio optimization strategy based on customer life cycle.The research results show that the optimization strategy is to judge the life cycle stage of the customer.The customer segmentation optimization and product combination strategy in the customer life cycle acquisition stage is to avoid loopholes in the sales policy,put the policy implementation in place,and compete with the enterprise.Cooperate in market competition and cooperation,improve the level management of customer data,improve the efficiency of social channels,rationalize customer segmentation,formulate differentiated marketing strategies,and optimize customer segmentation and product mix strategies in the customer life cycle improvement and maturity stage.Deepen the refined services of high-end customers and deepen the intimate service of low-end and mid-end customers.In the customer life cycle decline and off-grid stage,customer segmentation and product mix optimization strategies are to increase preferential efforts,adopt preferential measures,and implement agreements based on customer value.Retain and implement the reward for the network.In the current trend of "Internet +" and the background,the concept of "service first" is deeply rooted in people's minds.People pay more attention not only to product quality,but also to the pre-sales and after-sale services of products.This study solves the problems of Z branch in customer segmentation and product marketing through theory and practice,and has important reference significance for the entire telecommunications industry.