随着我国电信市场的竞争愈加激烈,消费者在电信运营商之间的流动逐渐在增加。尤其是在移动通信领域.面对中国移动、中国联通以及各地固网小灵通的激烈竞争局面,用户可选的服务较多,因此出现了更加频繁的转换行为。同时,随着移动通信对固定通信的替代加剧,固网用户转向移动用户也在逐渐增加。于是发展客户并留住客户成为各个运营商努力追求的目标,而且留住顾客要比发展新用户更有效,因为吸引一个新的消费者所付的成本通常是保持一个已有消费者的好几倍。于是电信运营商客户关系管理开始出现,相应客户关系营销也在电信市场营销中得到应用,并日益受到重视和推广。但是如果一味追求留住客户,付出大于回报,对于电信运营商来讲是得不偿失的。其实消费者在选择从一个电信服务商转换到另外一个电信服务商时,存在一个转换成本,而正由于转换成本的存在使得客户不会轻易转网。电信企业若能利用好这一特征留住客户并培育顾客忠诚度,就会在保持客户的同时,也将取得良好的经济效益。 With the increasingly fierce competition in China’s telecom market, the flow of consumers among telecom operators is gradually increasing. Especially in the field of mobile communications, in the face of fierce competition from China Mobile, China Unicom and fixed-line PHS around the world, more services are available to users, resulting in more frequent conversions. In the meantime, with the increasing substitution of mobile communications for fixed communications, the number of fixed-line subscribers moving towards mobile subscribers is also on the rise. So developing and retaining customers is a goal pursued by all operators and it is more efficient to retain customers than to develop new ones because the cost of attracting a new consumer is usually several times that of an existing consumer . So the telecom operator CRM began to emerge, and the corresponding customer relationship marketing was also applied in telecom marketing, which has been paid more and more attention and popularized. However, if blindly pursue to retain customers, pay more than return, it is worth the loss for telecom operators. In fact, when consumers choose to switch from one telecommunications service provider to another telecommunications service provider, there is a conversion cost, which is precisely because of the cost of conversion so that customers will not easily switch network. If the telecommunications enterprises can make good use of this feature to retain customers and foster customer loyalty, they will also achieve good economic returns while maintaining their customers.