培养我国移动通信运营商顾客忠诚的迫切性及其策略

The Imminence and Strategies on Building the Customer Loyalty of Mobile Telecommunication Carriers in China

本文针对移动通信运营商的现实困境—较高的客户离网流失率、ARPU值不断下降以及日益激烈的竞争,提出通过培养顾客忠诚,提高客户消费水平是移动通信运营商在激烈市场竞争中制胜的关键,并进一步提出了培养顾客忠诚的具体对策。

Based on the analysis on mobile telecommuni- cation carriers. practical predicaments. such as high rate of customers' shifting from the network. decreasing ARPU and ever-increasing competition, this paper suggests that in- creasing customers' expenditure and developing the customer loyalty are the crucial strategies to help the mobile carricrs to win the competition. Furthermore. it gives some specific suggestions on how to achieve this.