The Improvement Strategy Of High-end Customer Satisfaction Of China Mobile Liaoning Company

As the providers of basic communication services and value-added information services,telecom operators face great challenges and meet great opportunities in the process of macro policy,social development and technological innovation in recent years.As the leading enterprise of telecom operators in Liaoning Province,China Mobile Liaoning Also faces many problems,such as the increasingly serious competition homogenization after pipelining,the fading of traffic dividend caused by the policy of speed increase and fee reduction,and the narrowing of profit space caused by large-scale infrastructure construction.At the same time,the development of 5G technology,the implementation of the strategy of revitalizing northeast China,and the proposal of "digital wisdom Liaoning" have brought new historical opportunities for development.From 2018 to 2020,the average annual growth rate of Liaoning’s mobile communication service revenue was less than 4%,lower than GDP growth rate and far behind the top Internet companies.From the perspective of customers,the top 30%of the monthly revenue of high-end customers contribute about 70%of the value,but the scale and value retention rate of this part of customers are not ideal,and the value of new customers can hardly make up for the loss of high-end customers.As far as the individual market is concerned,how to find the precise way to break the game is the most important to solve the problem of increasing income.Based on the market marketing related theory,this study focuses on the SWOT analysis,4 c theory and tools such as 5 r theory,combining with the China mobile company in liaoning market development situation,through analyzing the competitive environment,customer portrait and practice analysis,marketing strategy matching method,from the consumer,cost,convenience,the dimension of communication such as optimization of existing operations and customer service system,Output a complete set of high-end customer satisfaction improvement methodology for China Mobile Liaoning Company,achieve the purpose of expanding the scale and value of high-end customers,provide a new driving force for the revenue growth of China Mobile Liaoning Company,and provide replicable and referential organizational process assets for production and operation in other areas of the company.