I
摘要
21世纪是一个颠覆变化的新时代，万物互联更迭，互联网也进入了智能阶
段。在通信网络的迅速发展中，4G网络启用后，三大运营商的业务模式也发生
了很大的变化，以前以电话、短信收费模式过渡到了以手机流量为主要收费方
式。未来，5G的普及将对互联网+、物联网、云计算、人工智能等应用领域产
生深刻影响。在如此高速发展的互联网时代，市场竞争也越来越激烈，三大运
营商对集团客户的竞争日益白热化。在中国联通分别与阿里巴巴、腾讯、百度
网讯、京东世纪贸易等合作方，以书面的方式签订了战略合作框架协议这种形
式下，中国联通的混改拉开了序幕。如何提高企业的市场竞争力，则需要运营
商深入了解集团客户群体的复杂多变的各种需求，如何留住客户特别是高价值
客户，降低用户的离网率成为运营商高度关注的问题
本文以中国联通HB省分公司为研究对象，利用客户管理、客户关系、客户
价值、客户服务等相关理论知识，以文献法和访谈研究法为主要研究方法。介
绍了HB省联通公司的基本情况，并对HB省联通公司集团客户市场环境进行分
析，对中国联通HB省分公司集团客户关系的市场外部环境进行了深度的解析
通过对HB省联通集团客户管理体系的分析研究，发现了HB省联通存在的集团
客户流失、营销服务体系不完善、客户需求响应不及时和业务开通流程繁琐等
问题，并从研究的角度结合HB省联通公司自身的特点，从利用相关理论知识提
出了HB省联通集团客户管理的优化意见。在客户管理、人员配置、业务流程等
方面提出了优化方案，对HB省联通集团客户管理体系的发展提供了自己的建议
关键词： 客户管理；集团客户；管理体系优化
II
Abstract
Twenty-first Century is a new era of subversive change. Everything is interconnected
and the Internet has entered the intelligent stage. In the rapid development of the
communication network, after the 4G network is enabled, the business model of the three
operators has also changed greatly. The future, the popularity of 5G to Internet plus,
networking, cloud computing, artificial intelligence and other fields have a profound impact.
In such an era of high-speed Internet development, market competition is becoming more and
more intense. The competition between the three major operators is increasingly fierce. In this
form, China Unicom signed the strategic cooperation framework agreement with Alibaba,
Tencent, Baidu Internet news and Jingdong century trade partners, and the mixed reform of
China Unicom opened the prelude. How to improve the market competitiveness of enterprises
requires operators to understand the complex and changeable needs of the group customer
group, and how to retain customers, especially high value customers, and reduce the rate of
users off the net has become a high concern for the operators.
Taking China Unicom HB provincial branch as the research object, this paper uses the
theory of customer management, customer relationship, customer value, customer service and
other related theories, and takes the literature method and interview research method as the
main research method. This paper introduces the basic situation of HB province Unicom and
analyzes the market environment of HB province Unicom Group, and analyzes the external
environment of the customer relationship of China Unicom HB provincial branch group.
Through the analysis and Research on the customer management system of HB Unicom
Group, we find the problems such as the loss of the group customers, the imperfect marketing
service system, the lack of response to the customer's demand and the tedious process of
opening up the business, and from the angle of research, we combine the related theoretical
knowledge with the characteristics of the HB province Unicom. The optimization advice of
HB provincial Unicom Group's customer management is put forward. The optimization
scheme is put forward in the aspects of customer management, personnel configuration,
business process and so on. It provides some suggestions for the development of HB Unicom
Group's customer management system.
Keywords: customer management, group customers, management system optimization.
III
目录
一、绪论 1
（一）研究背景与意义 1
1.研究背景 .. 1
2.研究意义 .. 2
（二）国内外研究现状 2
（三）研究方法...... 4
（四）研究内容与框架 4
二、客户管理研究的理论基础...... 7
（一）相关概念的界定 7
1.客户与集团客户概念 .... 7
2.大客户管理概念 ........ 7
3.客户关系管理（CRM） ... 8
4.客户价值理论 .......... 9
（二）客户管理的相关理论........ 9
1.客户服务理论 ......... 10
2.客户满意度 ........... 11
3.客户忠诚度理论 ....... 12
三、HB省联通集团客户管理外部环境 .......... 14
（一）HB省联通公司概述 ........ 14
（二）HB省联通集团客户管理的宏观环境 ...... 14
（三）HB省联通集团客户管理产业环境分析 .... 16
四、HB省联通集团客户管理的现状与存在的问题19
（一）HB省联通集团客户管理现状19
1.HB省联通集团客户的定义标准 ....... 19
2.HB省联通集团客户的管理体系 ....... 19
3.HB省联通集团客户全生命周期服务 ... 25
（二）HB省联通集团客户管理的存在问题与原因25。