随着2008年电信运营商的重组,以及接下来信产部颁布的“携号转网”文件的正式下发,各

运营商之间的竞争将更加激烈,目前石河子拥有手机用户为70万,而石河子总人口仅为80万,加

之获取一个新客户所需的成本比维系一个现有客户要昂贵的多,在这种状况下,中国移动已无法在

新增市场上获得更多的收益,面对55万的用户群,客户保有工作就显得极为重要,而在众多的客

户中对高价值客户的保有可谓重中之重,竞争对手也加大对髙价值客户的进攻,将更多的营销资源

聚焦到高价值客户。目前中国电信坚持固定电话和移动电话协同发展,集中资源主攻高价值客户,

中国联通也利用产业及终端的优势,统一品牌、服务、业务、终端,提出“双百”目标。

如何发挥移动在营销、服务、渠道方面的优势使其能够全方位地维护高价值客户稳定,如何应

对竞争对手的抢挖,在市场竞争中赢得主动,保持高价值客户收入与发展的相对平衡,维系与保有

现有高价值客户群体的稳定性进而取得增量性的发展具有重要意义。另外,移动主要的收益来自于

高价值客户的突出贡献,失去这部分客户就意味着失去发展的动力,因此,高价值客户的保有与争

夺就成为关系运营商前途命运的战略行动。

本文以石河子移动公司现有高价值客户为研究对象,运用相关理论,对石河子移动公司高价值

客户进行综合分析,找到一套适合石河子移动公司的行之有效的现有高价值客户保有体系流程,保

持石河子移动公司高价值客户的忠诚度和在网粘性,从而为石河子移动公司创造价值。

关键字:高价值客户,客户保有体系,客户价值分析,数据挖掘

I

Abstract

With the restructuring of the telecom operators in 2008, and the next Mil promulgated the carry

number portability document officially issued, the competition between the operators will be more intense,

Shihezi currently has 70 million mobile phone users,while the the Shihezi total population of only 800,000,

coupled with access to the cost of 汪 new customer than to maintain an existing customer more expensive in

this situation,the China Mobile has been unable to get more revenue in the new market,the face of a 550

000 user base, customer retention work is extremely important to retain can be described as the most

important in 狂 large number of customers for high-value customers, competitors, increase the attack of

high-value customers will be moremarketing resources are focused to high-value customers.China Telecom

insist on fixed and mobile telephone joint development focus its resources on the main high-value

customers, China Unicom also use the advantage of the industry and the terminal, unified brand,service,

business, terminal, proposed the double hundred target.

How to play the advantages of mobile in marketing, services, channels so that it can in all directions to

maintain the stability of high-value customers, how to deal with competitors grab dug in the market

competition and gain the initiative, maintain the relative balance of income and development of high-value

customers,maintain and retain the stability of the existing high-value customer groups as to obtain the

incremental development of great significance. In addition, moving the main income comes from the

outstanding contributions of high-value customers to lose this part of the customer it means to lose the

momentum of development, high-value customers to retain and compete to become the future and the fate

of the strategic action of the relational operators.

To the Shihezi move the company's existing high-value customers, the use of the theory, a

comprehensive analysis on the the Shihezi move high-value customers to find a suitable of Shihezi mobile

company's proven high-value customers to maintain system processes,maintain the Shihezi move high-

value customer loyalty, and viscosity in the network, in order to create value for for Shihezi mobile

companies.

Keywords: high-value customers, customer retention system, customer value analysis, data mining