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截至2013年年底,中国电信的移动用户数达到1.86亿,这与2008年刚接手移动业务时相比提升了4倍,成绩斐然。但进入2014年后形势突变,移动用户数首次出现连续数月的负增长,1至7月累计减少550万户。据了解,主要原因是随着4G业务在中国市场的逐步商用,竞争对手加大了市场的抢夺力度,使得存量用户流失加剧。为提升市场话语权,中国电信亟须在强化新入网用户营销的同时,着力做好存量用户的经营工作,双管齐下,促进移动业务市场份额稳定回升。而作为中国电信最基本的经营单元,本地网承担着存量经营的具体工作,存量经营工作的质量直接影响着本地网公司用户发展和收入指标的完成。以某本地网为例,如果2014年在网用户保有率提升3个百分点,在网用户ARPU提升1元,将带动公司收入增加6600万元,用户规模增加15万户,占到该本地网年度收入及用户增量目标的10%。可见,开展存量用户经营工作对本地网公司增加收入和扩大用户规模意义重大。笔者根据长期从事存量用户经营工作的实践和对于存量用户保有以及价值提升方法的研究,提出电信企业移动存量用户专业化经营模式,以期为各企业开展存量经营工作提供参考。
By the end of 2013, China Telecom had 186 million mobile subscribers, a remarkable fourfold increase from 2008 when it first took over the mobile business. However, after entering the situation of 2014, the situation changed suddenly. For the first time, the number of mobile subscribers showed negative growth for several months in a row, decreasing by 5.5 million from January to July. It is understood that the main reason is that with the gradual commercialization of 4G services in the Chinese market, competitors have stepped up market grabs and made the loss of stock users worse. In order to enhance the voice of the market, China Telecom urgently needs to focus its efforts on new users in the network while doing its best to maintain the operating users of existing stocks. The two-pronged approach is to promote the steady rise of the market share of mobile services. As the most basic business unit of China Telecom, the local network undertakes the specific work of stock management. The quality of the stock management work directly affects the development of users and the completion of revenue targets of local network companies. Taking a local network as an example, if the network subscriber retention rate in 2014 increased by 3%, the net subscriber ARPU increase by 1 yuan will boost the company’s revenue by 66 million yuan and the number of subscribers by 150,000, accounting for the local network year 10% of revenue and user incremental goals. It can be seen that it is of great significance for the local network companies to increase their revenues and expand the subscribers’ size by carrying out stock-based user operations. Based on the long-term practice of the stock user operation and the research on the method of stockholder retention and value enhancement, the author puts forward the professional operation mode of mobile stock users in telecommunications enterprises in order to provide references for the enterprises to carry out stock operation.