文档介绍：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
  I
华  中科  技  大学硕士学位论  文 
Abstract
The external environment of munication industry is changing rapidly because
operators were anized and the full-service 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 the 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 enviorment of Dongguan munication
Company(), and find out the potential of space for the drop in the gross e,
improve the short slab of different customers through MECE analysis methods, finding the
potential needs by the ways of analyzing customer characteristics, refers to Boston matrix
and 5W2H analysis methods, helping to form the i-MOVE system and specific sales
schemes, in order to prolong the customer life cycle using leverage effect, takes the long
tail principles to enlarge the scale of target customers of the specific sales schemes,
moreover, through integrating innovation and regular media promotion measures, and
simple but cohe