QD联通CDMA客户维系项目研究
The Research of QD Unicom CDMA Customer Relationship Maintaining Project
【中文摘要】 随着国内电信业改革的深入和竞争的加剧,传统的以技术为驱动、以销售产品为目的的市场战略逐渐被以客户为中心、以满足客户需求为目的的市场战略所取代,客户资源成为企业竞争的焦点。激烈的竞争导致客户处于不稳定状态,各运营商都面临严重的客户流失问题,如何防止客户流失、实施客户保持工作,已成为运营商关注的焦点之一。本文以笔者所工作的QD联通CDMA客户维系项目为研究对象,采用项目管理的有关理论,对CDMA移动通信客户的流失问题进行研究。本文以问卷调查表为基础,结合QD联通实际,对客户流失原因进行了比较深入细致的调研。在调查资料的分析上,使用SPSS8.0软件对各服务要素的得分、重要性以及其对移动客户满意度和忠诚度的关系进行了分析。同时,按照不同性别、年龄、区域等特征对样本的差异性进行了分析检验。通过研究,对QD联通CDMA客户维系项目提出以下建议:要充分认识客户维系对企业竞争力的战略意义,重点关注影响客户流失的几个重要环节,有的放矢,灵活运用价格策略,加大客户转移成本,努力提高客户的满意度,最终赢得客户忠诚,进而扩大与现有客户的交易量,以有效的客户维系来提高客户的在网时间,支持企业经济效益的不断增长,提高市场竞争力,迎接新形势下的挑战。
【英文摘要】 Along with the development of the telecom industry and drastic competition, traditional market strategies focus on technology driving and selling products have been gradually replaced by strategies focus on customer-oriented and service. It means that customer resource has become the key of the enterprises’competition. The drastic competition leads subscribers to stay in unstable state. Telecom providers confront with such a serious problem--customer churn,how to prevent customers from leaving and carry out retainment has become one of the focuses telecom operator should pay attention to. This paper take QD Unicom Company CDMA Project as object, use the Project management theory, researches the mobile customer churn problem.Based on questionnaire, combining the real situation of the QD Unicom Company, this paper makes a thorough and meticulous investigation on the reason causing customer churn, and uses SPSS8.0 statistic software analyzing the score and the importance of each service factor, as well as their impact on customer satisfaction and loyalty. Meanwhile, this paper tests the otherness of the sample according to different sex, age, area and so on.According to the results of the research, the author gives following suggestions to QD Unicom Company CDMA customer’s retention Project: The strategic significance of customer retention should be realized. The key factor which affects customer churn must be paid much attention to. Price strategy must be used flexibly. The company should increase customer transferring cost and try to enhance customer satisfaction and eventually win customer loyalty and then enlarge the trade volume of current customers as well as promote customer retention through efficient customer relationship, as a result, economic efficiency of the company could be added more and more, and at last, the continual competitive advantage could be obtained to welcome the challenges under new situation.
【中文关键词】 项目管理; CDMA客户维系; 对策; 消费心理
【英文关键词】 Project management; CDMA Project Customer’s Retention; Churn analysis; Consume Psychology
