电信业集团客户CRM价值评估模型设计与应用

电信重组使国内电信市场进入"三足鼎立"时代,3G牌照的发放、全业务经营、渠道整合,使得电信业竞争日趋激烈,集团客户市场成为新一轮市场竞争的焦点。文章在研究了客户关系管理、集团客户价值、客户价值评估理论基础上,构建了基于CRM的电信业集团客户价值评估模型,使用某电信运营商2011年最新集团客户数据对模型进行了实证分析,为电信运营商提升市场竞争力提供了有效的分析工具,同时也为电信运营商集团制定客户发展战略规划与决策提供了相应的对策和建议。

Design and Application of Telecom Group Customers CRM Value Assessment Model

The domestic telecom market has gone into the tripartite confrontation era with the recombination of the telecom. Issuance of 3G licenses, all round business operation, and channel integration, make the telecom industry more and more competitive, and group customer market has become the focus of a new round of market competition. Based on the study of the customer relationship management, group customer value, customer value assessment, this paper has built a CRM- based group customer value assessment model of the telecom industry and used the latest customer data in 2011 of a telecom operator for empirical analysis. The conclusion provides an effective analysis tool for the telecom operators to enhance the market competitiveness, as well as corresponding recommendations for group customer development planning and decisionmaking.