文档介绍：湘潭大学
硕士学位论文
中国联通衡阳分公司客户维系与挽留研究
姓名:向欢
申请学位级别:硕士
专业:工商管理
指导教师:李军波
20081028
中国联通衡阳分公司客户维系与挽留研究
中文摘要
目前,移动通信行业发展迅猛,特别是在一些大中城市,新增用户市场已趋
饱和,存量用户市场竞争日趋激烈。随着通讯市场的日渐成熟,发展和保有作为
运营商的两大主题,在发展用户越来越困难的情况下,维系客户,提高客户价值
变得非常必要。客户大量流失问题已经成为制约移动运营商效益提高的重要因
素,客户保有的地位正在变得越来越重要。
本文试图运用服务营销学、电信客户管理相关理论,全面分析某移动通信运
营商面临的竞争形势、客户离网情况、造成的后果及原因和规律,将客户生命周
期划分为预防阶段、维系阶段、挽留阶段,并在不同阶段分别从营销、服务、管
理三方面采取有效措施,实施客户维系挽留工作。
通过系统、全面地设计工作流程,开展维系挽留工作,达到能够有效降低客
户离网率,降低客户营销成本,提升客户价值,提升企业效益,增强企业的核心
竞争力的最终目的。相信本文的一些观点和主张能对电信运营商加强客户关系管
理有一定的参考和借鉴作用。

关键词:中国联通;客户营销;用户离网;用户维系和挽留

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中国联通衡阳分公司客户维系与挽留研究
ABSTRACT
At present, the munication profession development is swift and
violent, especially in some big or media-sized cities, the addition consumer market
has hastened saturated, the storage quantity consumer petition is day by
day intense. Is mature day after day along with munication market, develops
and holds takes operator's two big subjects, in the development user more and more
difficult situation, the maintenance customer, enhances the customer value es
very essential. The customer massive outflow question already became the restriction
to move the important attribute which the operator benefit enhances, the status which
the customer holds became more and more important.
This article attempts to utilize the service marketing study, the
munication client management correlation theories, the overall analysis some
munication operator faces petition situation, the customer the
consequence which and the reason and the rule to situation, creates, divides the
customer life cycle into the prevention stage, the maintenance stage, detains the stage,
and in the different period from the marketing, the service, manages three aspects to
take the effective action separately, the implementation customer maintenance detains
the work.
Through systematic, the project work flow, the development maintenance deta