I 摘要 2019 年 11 月 30 日，国内三大运营商开始正式提供携号转网服务。携号转网， 也称作移机不改号、号码携带，也就是说一家电信运营商的 用户，可以在不改变手 机号码的情况下，能直接转为另一家电信运营商的用户，享受其提供的各种产品和 服务。在该政策正式实施之前，曾在 5 个省份做过近 1 年的试运行， 从试运行的结 果来看，5 个省份中有 4 个省份的移动用户为净携出，在此情况下，中国移动面临 巨大的客户流失风险，本文主要对某地移动运营商在携号转网政策下客户流失原 因进行分析，并制定相应的应对策略。 本文主要通过理论研究结合实践的方式，对某地移动运营商携号转网流失的 客户进行原因分析，从客户细分、通信消费、通信行为等方面 进行分析，再通过问 卷调查的方式，获取客户携号转网的原因，结合 A 通信运营商特点，制定企业内 部可优化、可执行的挽留策略，从提升客户服务质量、打造高粘性客户、改 善基础 网络质量等方面为落脚点，拟定 A 通信运营商应对携号转网客户流失的保有策略， 找到了提升及改善的方向。通过策略的拟定，使得公司转变了经营理念，从营销转 变 为服务，同时对全量存量客户进行了细分，划分服务单元，确保服务普及到每一 个末梢客户；通过服务质量的提升、品牌建设、家庭客户群的建立，维系客户情感， 实现客户高 忠诚度；通过网络质量的提升，提高客户网络使用感知和口碑。 携号转网是个新兴服务，它的实施给通信运营商带来更大的客户保有挑战，但 同时也带来一些客户增长的机会。 通过对流失客户的分析，对流失原因的研究，对 运营商竞争应对、客户保有、及客户增长都具有较大的意义。 关键词：通信运营商、客户流失、携号转网、应对策略ABSTRACT II ABSTRACT On November 30, 2019, three major Telecom operators of China began to offer number portability services. Number portability services, also known as “mobile phone nochange”,“numbercarry”,Inotherwords,atelecommunicationsoperatorusers,can transfer to another telecom operator without change phone number, and get kinds of products and services provided by them.. Before the policy effect, has worked in five provinces nearly 1year trial operation, from the result of trial operation, four of the five provinces of the china mobile users carried out more than carried in. in this case, the China mobile is facing huge risk of customer churn. This paper mainly analyzes under the policy of number portabilitybackground, the reason of China mobile customer churn. And how to retain customer. Through the way of theory combined with practice, This paper mainly analyzes the reason of China mobile customer churn. analysis consumer behavior; Secondly, from competitors' strategies, find why people change telecom operators, so we can formulate personalized service to retain customer; Then, through questionnaire survey, to get the reasons for customer churn, which are translated into China mobile optimized and executable retention strategies, we formulation three measures : “improve customer service quality”、 “create high viscosity customers”、 “improve the quality of basic network” to reduce customer loss, and find out the direction for improvement. With the implementation ofthepolicy, thebusiness philosophyhas beenchanged.Atthesametime, the customers have been divided to small unit. Every unit has proprietary service ensure that the service can be popularized to every customer. Through “brand building”, “improve service quality” and “the establishment of family customer groups”, we can maintain customer emotion and achieve high customer loyalty.Through improve network quality to increase customer aweraness. As a new service, “number portability services” brings great customer retention challenges, in the same time take some opportunities for customer growth. Through studying the reasons customer loss、the reasons of customer loss, made a great significance for telecom operators’customer retention, and customer growth. Keywords:Telecomoperators、Customerloss、 Numberportability、Copingstrategies目 录 III 目 录 第一章 研究背景及现状分 析........................................................................................ 1 1.1 选题的背景与意 义............................................................................................ 1 1.1.1 运营商发展现状分 析.............................................................................. 1 1.1.2 运营商当前面临的挑 战.......................................................................... 1 1.1.3 运营商客户满意度分 析.......................................................................... 2 1.2 携号转网介 绍.................................................................................................... 3 1.2.1 “携号转网”政策解 读................................................................................ 3 1.2.2 “携号转网”试点实施情 况........................................................................ 3 1.2.3 “携号转网”用户意愿调查分 析................................................................ 4 1.3 研究思路及论文框 架........................................................................................ 6 1.3.1 研究思 路.................................................................................................. 6 1.3.2 研究方 法.................................................................................................. 6 1.3.3 论文框 架.................................................................................................. 7 1.4 小 结.................................................................................................................... 8 第二章 理论基 础............................................................................................................ 9 2.1 客户关系管 理.................................................................................................... 9 2.2 客户满意度及忠诚 度...................................................................................... 10 2.3 客户流失研 究...................................................................................................11 2.4 客户流失预警模 型...........................................................................................11 2.5 客户保有及挽留策 略...................................................................................... 12 2.6 本章小 结.......................................................................................................... 13 第三章 A 通信运营商介绍及携号转网实施现 状...................................................... 14 3.1A 通信运营商简介 ........................................................................................... 14 3.2 携号转网实施现 状.......................................................................................... 15 3.2.1 全面实施携号转网对移动通信市场影 响............................................ 15 3.2.2 携号转网对 A 通信运营商客户规模影响........................................... 15 3.2.3 携号转网对 A 通信运营商客户满意度影响....................................... 16 3.3 携出流失客户类型分 析.................................................................................. 16 3.3.1 用户去向分 析........................................................................................ 16 3.3.2 用户特征分 析........................................................................................ 17目 录 IV 3.3.3 用户消费分 析........................................................................................ 18 3.4 本章小 结.......................................................................................................... 18 第四章 公司移动用户携出流失原因问卷调查分 析.................................................. 19 4.1 问卷调查实施情 况.......................................................................................... 19 4.1.1 问卷设计介 绍........................................................................................ 19 4.1.2 问卷发放和收 回.................................................................................... 20 4.1.3 问卷结果统 计.....................................................................................