Study On A New Grid Marketing System Of Taizhou Cable Network

With the development of the society,especially the rapid development of multimedia and other communication transmission technology,traditional industries,traditional thinking has faced an unprecedented challenge and impact.Tri-networks integration has entered the substantive stage of development,broadband speeding and FTTH has become national strategy,cloud computing,big data and other new information technology is developing rapidly and widely used.The progress of video transmission technology and the change of mass viewing habits have brought huge impact to traditional media.In the past,cable network relies on the marketing idea of "monopoly" and "exclusive communication”,but now it has been unsuitable for the market need,the marketing mode must be adjusted to approach the user requirement,and providing active service may motivate users to go back to cable television.The experience of telecom operators shows that,gird marketing can not only satisfy users requirement but also improve service quality and customer loyalty,thereby improving the economic efficiency of enterprises.Taizhou cable network decided to promote market reform,transform from extensive marketing to fine marketing,and establish a pilot of gird marketing system in Taizhou.So that the concept of gird marketing can saturate throughout all aspects of the cable network of Taizhou,and it will play a very important role for the rapid response to market,keeping the user base,and seeking incremental breakthrough.With the operation of Taizhou cable network as research background,the market environment of Taizhou cable network is analyzed by PEST,and Taizhou cable network's strengths,weaknesses,opportunities and threats is dissected by SWOT.Considering the operation status of cable network,and the problems of traditional marketing system within organization,marketing,business process,a grid marketing system suitable for Taizhou cable network is put forward.Six components are included in this system: the grid,the organization,the IT support system,operation support system,business process and maintenance service.For the grid,the conception and the division principle should be determined;to improve working efficiency and increase profit,the marketing organization should be adjusted according to the grid marketing theory;IT support system should support the whole marketing process in grids;the operation support system will provide support for customers and service quality;the key points of working process lie in thorough synergy mechanism and precision marketing based on data analysis;maintenance service provide full service for users in the grids and differentiated service for customers of different levels.All these 6 components coordinate with each other,transforming the marketing mode by making the marketing integrated with and dependant on maintenance,and prominent meanwhile.Finally the economic and social benefits brought by the construction of the new grid marketing system is evaluated.