The Grid Marketing Model Research Of Zhejiang Telecom Government And Enterprise Customer

Telecom enterprise has long been at the forefront of the reform of state-owned enterprises.In May 2008, the third industry restructuring of telecommunications enterprises had been carried out by our country. After restructuring, telecommunications enterprises entered the stage of the whole business development. Nevertheless the homogeneity of product made the competition among enterprises become fiercer than before. The object of this research is the government and enterprise market of Zhejiang Telecom, which has appeared the phenomenon of serious income stagnation and even negative growth in some business areas recently. Thus, it is particularly important to figure out the question that how to set up the government and enterprise marketing service system in order to adapt to the competitive environment. Compared with another big market of Zhejiang Telecom- the public markets, which carried out a marketing mode called "grid", through the continuously grope and practice. In other words, according to the grid partitioning of scientific public customer, the marketers may change their minds from "passive marketing" into "active marketing" by mining the requirements of customer in grid and improve the customer service. It seems to solve the problem of sluggish performance improvement in public markets effectively. Thus, this research concentrates on the possibility of the marketing mode "grid" in government and enterprise markets instead of public markets and how to improve in the existing market of government and enterprise.This research will focus on the feasibility and necessity of adopting the marketing mode "grid" through the analysis of Zhejiang Telecom government and enterprise customers’ marketing environment, the related theory of grid management and marketing combined with the characteristics of enterprise itself, as well as the analysis of the problems existing in Zhejiang Telecom government and enterprise customer markets. Meanwhile, according to the actual main points of the construction enterprise grid support system, this article will combine with domestic and foreign advanced experience, the method of designing the grid division and allocation, the knowledge and experience of enterprise management in order to adjust the grid organization structure for marketing model. This research will closely focus on the management methods through grid in order to realize the improvement of the service towards target customers. Finally it will be concluded that the grid model is necessary and feasible for Zhejiang Telecom government and enterprise market customer.The methods that closer to the grid enterprise customers will be carried out by this researchin order to set up tighter network for sales and service and realize the seamless coverage of the customers and potential customers, enhance the overall profitability of the company. This research seems to become the reference for the builders in designing the grid marketing for telecom enterprise.