Mobile Customer Relationship Management:An Explorative Study of the Chinese Consumer Market

Mobile communication business has launched in China since 1987 and mobile communication has become a new branch of Chinese telecom business with many years of its rapid development, Mobile business has come into use in parts of our country and some industries. Mobile Customer Relationship Management (CRM) services seem to have made progress in all the successful mobile services. Yet, the real development of this sector has not been well explored so far, especially in relation to the actual supply of mobile CRM services to the public. The purpose of this paper is to diminish this gap by giving a first description of the current development of the supply of mobile CRM services to consumers in the Chinese market. In order to realize the purpose, the paper firstly proposes a conceptual framework indicating the relevant aspects to investigate for assessing this kind of environments: the market, value propositions, actors and issues. Then it applies this framework to get a comprehensive view of the supply of mobile CRM services in China and provides some exploratory analysis about its current development obtained through an exhaustive survey of the current supply of about 700 services from 16000 firms.