通信运营商存量客户经营策略探讨

改革开放以来,通信业的发展一直高于GDP的增幅,如今发展趋于饱和,新发展用户97%来自于本网或异网,仅3%用户来自新增市场,存量客户经营将成为下阶段运营商竞争的焦点。面对竞争态势,从防御体系、保有策略、导高策略三个方面提出运营商存量经营的基本策略,为存量客户经营在组织架构、责任主体、标准化体系和基于用户生命周期各阶段的保有和导高等主要举措提出对策。

Management Strategy of Telecommunication Operators' Existing Customers

Since the reform and opening up,the development of telecommunication industry has been higher than the growth of GDP. Nowadays,the telecommunication market tends to be saturated,and 97% of the users come from the communication operators’ own nets or their competitors’ nets,while only 3% of the users are real new. Existing customer management will be the competition focus among the telecommunication operators. This paper proposes fundamental strategy from three aspects of defense system,retaining strategy and guiding strategy,and then puts forward some effective measures for existing customer management in the organization structure,responsibility main body,the standardization system and tactics in different stages of users’ life cycle.