The Design And Application Of The Grid Marketing System Of China Unicom M Branch

With the continuous development of mobile communication technology, smart phones popularized rapidly in a short time. New technologies and new applications such as cloud computing, mobile payment, big data emerge in an endless stream. Mobile Internet is booming rapidly and has been applied in many fields successfully. On the other hand, consumer demand shows diversification, differentiation, individualization increasingly. Enterprises have not expected the products to meet all the demands of customers. All of these are changing the ecosystem and the industry chain of the communication industry profoundly. Traditional marketing system of the carriers is facing a full range of shock. Most managers also recognize that accurate segmentation of customer groups, rational allocation of resources are the key to win business marketing.In this context, the study about how to build a grid marketing system which use grid as unit, market as orientation, products and service as means to adapt to changing market competition is of great practical significance -It can help enterprises to subdivide market further, excavate in depth and create customer demand, optimize resource allocation, enhance market responsiveness and speed and promote the marketing management refinement so as to achieve enterprise strategic goals.This thesis firstly studies the development and application of grid technology and grid management, which leads to the concept of grid marketing and outlines its unique advantage. Then combined with the current marketing environment and management status of M Unicom, this thesis analyzes the necessity and urgency of implementing grid marketing system, designs the M Unicom grid marketing system and tests them in marketing practice. Finally, it demonstrates the effect of M Unicom grid marketing through the comparative analysis on before and after the implementation of key performance indicators of the grid marketing system, and by conducting a comprehensive assessment to the basis and the results of meshing, resource allocation strategy, marketing strategy and IT support system.This thesis takes M Unicom as research object and uses a variety of study methods such as literature research, case studies, comparative analysis, quantitative and qualitative analysis. It associates theory with practice, showing the entire process of the design and implementation of grid marketing system objectively and comprehensively. It has a certain reference value for the communication carriers and other companies to subdivide market, optimize resource allocation and develop regional markets.