存量客户发展现状及保有策略案例研究

Study on Existing Customers and the Retension Strategies

在当前日益激烈的行业竞争形势下,河北移动"高新增"、"高离网"、"高成本"三高问题严重,净增用户增长率逐步下降,存量客户价值凸显,基于这样的背景,我们对存量客户进行研究分析,结合现有存量客户的消费行为及消费偏好,从服务、渠道、促销、宣传四个方面提出相应的客户保有策略,为后期的市场发展起到了一定的引导作用,具备一定的参考价值。

Under the intense competition of the market, China Mobile Group Hebei Co. Ltd was fac- ing three serious problems of high chum rate and high cost. The value of the existing customers be- came more important. Due to this condition, we have studied and analyzed the existing customers with their consuming behaviors and preferences. Based on our studies, we provided four strategies to retain the customers, which are services, channels, promotions and publicities. The studies have been applied as a guide of the future market develop- ment.