基于客户生命周期的电信企业CRM营销策略研究

On the Telecommunication Enterprise CRM Marketing Strategy Based on the Customer Life Cycle

文章以电信企业客户关系管理及其中的市场细分为基石,剖析了当前电信企业CRM中客户细分存在的主要问题,运用客户生命周期这个新细分因子,对我国的电信市场进行了新的市场细分,补充了原有常用细分变量的不足。并针对基于客户生命周期所划分的不同客户群,提出了差异化的营销策略,以期帮助电信企业提升客户价值、保持客户忠诚度和增强核心竞争力。

Based on telecommunications enterprise customer relationship management and market segmentation, this paper analyzes the main problems of customer segmentation in the telecommunications industry CRM, and makes use of customer life cycle, a new sub-variable, to add the lack of the original breakdown variables, thus re-subdivides the telecommunications market in China. In view of different customer groups re-subdivided by the above, it puts forward differential marketing strategies to help telecommunications companies improve customer value and maintain customer loyalty, so can upgrade the core competitiveness of telecommunications business.