文档介绍：I 华中科技大学硕士学位论文摘要 2008 年以来,随着电信行业重组的深化和全业务运营时代的到来,电信行业的外部环境正在急剧地发生变化。在新的市场竞争形势下,中国移动、中国联通和中国电信的市场份额及收入份额压力增大,增收增效成为各运营商面临的主要问题。而新增市场逐渐趋于饱和,导致电信行业存量客户的价值保有和价值提升成为运营重点。论文以东莞移动存量客户价值提升为目的,分析东莞移动的宏观和微观市场环境,发现总收入下降的最主要因素和业务短板,用 MECE 分析法进行短板业务的客户细分,研究客户消费特性发现潜在需求,借鉴波士顿矩阵规划业务的发展策略, 根据 5W2H 分析法形成 i-MOVE 消费提升体系和具体营销方案,力求发挥杠杆效应并延长客户生命周期。应用长尾理论将目标客户有效扩大,同时对客户消费心理进行研究,进行差异化精确推广,再利用创新和常规相结合的宣传方式和简单而统一的客户沟通过程,提高客户感知。同步采用戴明循坏的营销活动优化方法和预测分析法,完善优化提升方案的各个关键要素,使整个方案形成可持续发展的营销体系。论文论述了通过以“诱饵”形式的双赢营销模式,在提升客户感知的同时有效的提升客户消费,发挥了良好的杠杆效应,同时促进了中高端客户的产生,并且培养了客户的高消费习惯,延长客户稳定期的时间,间接延长客户生命周期,最终达到增收增效的企业运营和公司管理的目标。关键词: 东莞移动存量客户价值提升深度运营 II 华中科技大学硕士学位论文 Abstract The external environment of munica tion industry is changing rapidly because operators were anized and the full-servi ce operations were offering since 2008. In the new situation petition, the pressure of market share and revenue share for China Mobile, China and China was being enhanced, improving revenue and efficiency were their main problem. But th e new market was ing more and more saturated, so retaining and promoting the value of preserved customers will be the key point of business operation. This article deals with the activities aims at the preserved customers value promotion, analyze the macro and micro enviorme nt of Dongguan munication Company(), and find out the potential of space for the drop in the gross e, improve the short slab of di fferent customers through MECE analysis methods, finding the potential needs by the ways of analyzing customer characteristic s, refers to Boston matrix and 5W2H analysis methods, helping to fo rm the i-MOVE system and specific sales schemes, in order to prolong the customer life cycle using leverage ef fect, takes the long tail principles to enlarge the scale of target customers of the specific sales schemes, moreover, through integrating innovation a nd regular media promotion measures, and simple but coherent munication process, to enhance customer experiences, makin