摘要：最近几年客户关系管理成为了管理界热烈讨论的话题之一。在面对越来越挑剔的顾客和越来越激烈的行业竞争中，研究客户关系管理能够满足客户个性化的需求，通过提高客户忠诚度和保有率全面提升企业的赢利能力和竞争力。
本文通过文献研究法和逻辑推理的方法对中国移动通信集团江苏分公司（以下简称“江苏移动”）的客户关系管理的现状进行分析，找出其中存在的问题，并根据问题来源分析原因给出一些参考性的建议。
在对江苏移动客户关系管理的现状进行分析时，我发现目前江苏移动通过现有的移动业务运营支撑系统（移动BOSS）进行数据的采集，提供客户服务和管理业务流程。随后在BOSS系统的基础上又建立了客户服务系统。此外江苏移动针对日常商务应用开发了移动客户关系管理系统（M-CRM），为广大企业用户的移动办公、短信客户服务、互动营销和市场调研等方面提供了便利。尽管江苏移动在系统上不断进行开发和更新，但就其客户关系管理上仍然存在问题。在客户关系管理实施之前，应当首先树立正确的观念，不能仅仅将其当作一套软件系统而是一种新的营销理念和管理模式。其次，应当建立必要的辅助系统对获得的客户信息进行分析，尤其是对流失客户的重点分析。最后，客户关系管理需要领导的支持和公司各部门的协助，应当强调全民参与的重要性。
关键字 客户关系管理；移动通信；客户信息
Abstract：Customer relationship management is an enthusiastical discussion topic of management community recently. In the face of increasingly demanding customers and more and more intense competitions in the industry, the research on customer relationship management plays an important role on meeting the individual needs of customers, improving customer loyalty and retention, reducing costs and increasing revenue, expanding the market, enhancing the company's profitability and competitiveness in all domains.
In this paper, with the method of literature research and logical reasoning.I analysis about the status of the customer relationship management of Jiangsu Branch of China Mobile Communications Group (referred to "Jiangsu Mobile"),I also identify the existing problems, and make some reference to the recommendations according to the source of the problemsomes.
In the reseach of the CRM of Jiangsu Mobile, I found Jiangsu Mobile collect the data with the mobile Business Operation Support System (mobile BOSS), including providing customer service and manage business processes. Then on the basis of the BOSS system, Jiangsu Mobile establish the customer service system.In addition, Jiangsu Mobile developed mobile customer relationship management system (M-CRM)for day-to-day business applications, provides a convenient for the majority of business users about mobile office, SMS customer service, interactive marketing and market research.Although Jiangsu Mobile keep developping and updating on the system, but there are still problems for its customer relationship management.Before the implementation of customer relationship management, we should establish a correct concept first, not only as a software system but a new marketing concept and management mode. Secondly, we should establish the auxiliary systems on the analysis of customer obtained, especially the information of lost customers. Finally, customer relationship management needs the support from the leaders and various departments of the company, it the importance should be stressed of participation by all staff.
Keywords CRM mobile communication customer information
