随着5G时代的到来，运营商之间的竞争日益加剧。在市场经济日益激烈的 环境下，如何抓住客户的需求，利用自身的资源，加强客户关系管理与维护，是 运营商转型升级的重要机遇。目前，运营商面临着江河日下的局面，往日的红利 已不复存在，运营商应该像互联网企业一样注重“服务”理念，运营商需要积极 调整自己的经营理念与方向，利用原有的客情关系和服务优势，实现自身的发展。 本研究通过文献分析法、行业分析法、案例研究法等研究方法对中国电信Z 分公司的客户细分及产品的现状进行了研究，从三个方面对其进行了分析，第一， 回顾了国内电信业发展情况；第二，介绍了Z分公司客户细分的现状与产品的现 状，并对其存在的问题进行分析；第三，构建了电信产品管理体系以及管理流程 的主要环节，包括市场调研、客户细分、产品设计、产品配置、产品营销、产品 评估、产品梳理、产品退出；第四，提出基于客户生命周期的电信客户细分与产 品组合优化的策略。研究结果表明：其优化政策在于对客户所处的生命周期阶段 进行判定，在客户生命周期获取阶段的客户细分优化与产品组合策略是避免销售 政策存在漏洞，将政策执行落实到位，与竞争企业共同开展市场的竞争与合作， 完善客户资料的等级管理，提升社会渠道效能，合理进行客户细分，制定差异化 营销策略，在客户生命周期提升和成熟阶段的客户细分与产品组合优化策略是深 化高端客户的精细化服务，加深中低端客户的贴心服务，在客户生命周期衰退和 离网阶段的客户细分与产品组合优化策略是加大优惠力度，采取优惠措施，根据 客户价值实施协议挽留，实施入网复机奖励。 在目前“互联网+”的趋势及背景下，“服务至上”的理念深入人心，人们 不仅关注产品质量，更加关注产品的售前及售后的服务。本研究通过理论联系实 际，解决了Z分公司在客户细分及产品营销方面的问题，对于整个电信行业也有 着重要的借鉴意义。 关键词：电信；Z分公司；生命周期；客户细分；产品组合 基于客户生命周期的客户细分与产品组合优化研究——以中国电信浙江Z分公司为例 Customer Segmentation and Product Portfolio Optimization Based on Customer Life Cycle ——Taking China Telecom Zhejiang Z Branch as an example ABSTRACT With the advent of the 5G era, competition among operators has intensified. In an increasingly fierce market economy, how to seize the needs of customers, use their own resources, and strengthen customer relationship management and maintenance is an important opportunity for operators to transform and upgrade. At present, operators are facing the situation of the rivers and rivers. The dividends of the past have ceased to exist. Operators should pay attention to the "service" concept like Internet companies. Operators need to actively adjust their business ideas and directions, and use the original customer relationship. And service advantages to achieve their own development. This research has studied the customer segmentation and product status of China Telecom Z Branch through literature analysis method, industry analysis method, case study method and other research methods, and analyzed it from three aspects. First, reviewed The development of the domestic telecommunications industry; Secondly, it introduces the status quo of Z segment customer segmentation and the status quo of the product, and analyzes its existing problems; Third, it builds the main links of the telecom product management system and management process, including Market research, customer segmentation, product design, product configuration, product marketing, product evaluation, product grooming, product exit; Fourth, propose a telecom customer segmentation and product portfolio optimization strategy based on customer life cycle. The research results show that the optimization strategy is to judge the life cycle stage of the customer. The customer segmentation optimization and product combination strategy in the customer life cycle acquisition stage is to 基于客户生命周期的客户细分与产品组合优化研究——以中国电信浙江Z分公司为例 avoid loopholes in the sales policy, put the policy implementation in place, and compete with the enterprise. Cooperate in market competition and cooperation, improve the level management of customer data, improve the efficiency of social channels, rationalize customer segmentation, formulate differentiated marketing strategies, and optimize customer segmentation and product mix strategies in the customer life cycle improvement and maturity stage. Deepen the refined services of high-end customers and deepen the intimate service of low-end and mid-end customers. In the customer life cycle decline and off-grid stage, customer segmentation and product mix optimization strategies are to increase preferential efforts, adopt preferential measures, and implement agreements based on customer value. Retain and implement the reward for the network. In the current trend of "Internet +" and the background, the concept of "service first" is deeply rooted in people's minds. People pay more attention not only to product quality, but also to the pre-sales and after-sale services of products. This study solves the problems of Z branch in customer segmentation and product marketing through theory and practice, and has important reference significance for the entire telecommunications industry. KEYWORDS: telecommunications; Z branch; life cycle; customer segmentation; product portfolio 基于客户生命周期的客户细分与产品组合优化研究——以中国电信浙江Z分公司为例 目 录 第一章 绪论 ....................................................... 1 第一节 研究背景和研究意义 .................................... 1 一、研究背景 ................................................. 1 二、研究意义 ................................................. 3 第二节 国内外研究回顾 .......................................... 4 一、国外研究回顾 ............................................. 4 二、国内研究回顾 ............................................. 5 三、研究述评 ................................................. 8 第三节 研究思路与研究方法 ...................................... 8 一、研究思路 ................................................. 8 二、研究方法 ................................................. 9 第四节 研究的创新点 ............................................ 9 一、研究视角的创新 ........................................... 9 二、研究领域的创新 .......................................... 10 第二章 相关理论基础 .............................................. 11 第一节 客户生命周期理论 ....................................... 11 第二节 客户细分理论 ........................................... 12 一、客户细分的理论依据 ...................................... 12 二、客户细分的原则 .......................................... 13 第三节 产品组合理论 ........................................... 13 一、产品组合的要素 .......................................... 14 二、产品组合的平衡动态 ...................................... 14 三、产品组合的策略 .......................................... 14 第三章 中国电信客户细分存在的问题与产品现状分析 .................. 16 第一节 国内电信业发展现状 ..................................... 16 第二节 Z分公司发展现状及客户细分 ............................. 17 一、中国电信Z分公司简介 .................................... 17 二、Z分公司客户细分现状 .................................... 19 基于客户生命周期的客户细分与产品组合优化研究——以中国电信浙江Z分公司为例 三、Z分公司客户细分存在的问题 .............................. 20 第三节 中国电信Z分公司产品现状 ............................... 22 一、产品形式 ................................................ 22 二、特点 .................................................... 22 三、中国电信Z分公司产品概况 ................................ 24 第四章 基于客户生命周期的Z分公司产品管理体系构建——以手机套餐为例 ................................................................. 26 第一节 产品管理体系构建 ....................................... 26 第二节 电信产品客户生命周期管理流程的主要环节 ................. 27 一、市场调研 ................................................ 27 二、客户细分 ................................................ 28 三、产品设计 ................................................ 30 四、产品配置 ................................................ 31 五、产品营销 ................................................ 32 六、