摘要
中国电信业正在面临政策环境、市场环境、技术环境的变革，电信运营商提供基
础电信服务的差距进一步缩小，随着移动互联网技术的发展，智能手机的普及，客户
购买产品或服务更加互联网化，购买行为、消费时点多变，把握客户的需求难度越来
越大，而电信企业的竞争归根结底是获取客户价值的竞争，获取的过程贯穿于整个客
户关系全生命周期

为了应对时代的发展，中国移动广东公司推出基于移动互联网的手机应用“广东
移动手机营业厅”，但是自推出应用以来客户数增长缓慢，客户服务成本高，客户体
验差，所以导致总客户价值较低，与存量客户规模和客户价值不匹配，因此，分析和
解决存在的问题成为广东移动项目团队的工作重点

文章首先交代了研究背景与研究意义，进而说明文章使用的研究方法和主要研究
的内容，在第一部分简述国内外研究现状；第二部分阐述客户关系管理的基础概念、
客户关系生命周期模型和客户价值理论；第三部分主要说明了广东移动手机营业厅的
内外部经营环境；第四部分介绍国内的手机应用和广东移动手机营业厅客户端的发展
情况；最后，基于客户关系生命周期模型列举了广东移动在各个时期的客户价值提升
策略，总结出在移动互联网时代电信运营商手机客户端客户价值提升的方法

关键词：广东移动手机营业厅；客户关系管理；客户生命周期管理；客户价值提
升II
ABSTRACT
The China Telecom is facing industry policy environment, market environment,
technology environment change, telecom operators to provide basic telecommunications
services further narrowing the gap with the development of mobile Internet technology, the
popularity of smart mobile phone, the customer to purchase a product or service more of the
Internet, consumer purchase behavior, time changeable, grasp the needs of customers is more
and more hard. But at last, all the competition of telecom companies is to obtain customer
value competition that throughout the lifecycle of customer relationship.
In response to the development of the times, China Mobile Guangdong company
launched mobile phone applicationMobile phone business hall application of China
Mobile Guangdong company, but since the introduction of applications since the number of
customers grew slowly, the high cost of customer service, customer experience is poor, so
the total customer value is low, and the stock value does not match the customer scale and,
therefore, analysis and solve the problems become the focus of the work of Guangdong
mobile Customer Value Promotion project team.
This paper introduces the background , the purpose of the research firstly, at this part
includes the research contents and methods of this paper, the research status at home and
abroad; secondly, the paper describes the concept of customer relationship management,
customer relationship life cycle theory and customer value theory ; thirdly, the paper
describes the internal and external business environment of the Guangdong mobile phone
business hall APP; The fourth part introduces the development situation of the mobile phone
application and Guangdong mobile phone business clients and existing problems; finally,
base on the customer relationship life cycle theory, the paper illustrates the strategies to
enhance the customer value, at the last, the paper sum up the methods of Telecom Operators
to promote the operation of the mobile phone client.
Keywords: Mobile phone business hall application of China Mobile Guangdong company;
Customer relationship management; Customer life cycle management; Customer value
promotionIII
目 录
摘要.....I
ABSTRACT .... II
目 录III
1 绪 论 ....... 1
1.1 研究背景和意义. 1
1.1.1 研究背景 .......... 1
1.1.2 研究意义 .......... 2
1.2 研究内容和方法 .......... 2
1.2.1 研究内容 .......... 2
1.2.2 研究方法 .......... 2
1.2.3 研究创新 .......... 3
1.2.4 研究价值 .......... 3
1.3 国内外研究现状 .......... 4
1.3.1 国外研究现状 .. 4
1.3.2 国内研究现状 .. 6
1.3.3 现有研究存在的不足 .. 7
2 客户关系管理的理论基础 ........... 8
2.1.1 客户的含义与内涵 ...... 8
2.1.2 客户的分类管理 .......... 9
2.2 客户关系生命周期管理模型简述 ...... 9
2.2.1 理论含义 .......... 9
2.2.2 模型内容 ........ 10
2.3 客户价值理论12
2.4 小结 .... 14
3 广东移动手机营业厅经营环境分析 ..... 15
3.1 宏观环境分析15
3.1.1 政治法律环境分析 .... 15
3.1.2 经济环境分析15
3.1.3 人口环境 ........ 16
3.1.4 科技环境 ........ 16
3.2 行业环境分析17IV
3.2.1 供应商讨价还价的能力 ........ 17
3.2.2 购买者讨价还价的能力 ........ 17
3.2.3 新进入者的威胁 ........ 17
3.2.4 替代品的威胁17
3.2.5 行业内现有竞争者的竞争 .... 18
3.3 微观环境分析18
3.3.1 优势 .... 18
3.3.2 劣势 ..........
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