Guidong Telecommunications Company Marketing Channels In The Grid Design And Application Of Research

With the expansion and increasing competitiveness of company, Guidong telecom has some problems such as the aging of marketing model,low channel capacity and the role is not fully played by the regulatory agencies,hindering the development of company seriously. So, in order to survive and develop on the market, the establishment of grid marketing suitable for the needs of company and the playing the greatest role of corporate competitive resource by the grid marketing, are the inevitable choice by the telecom companies.After the survey analysis of the status and problems of marketing channels of Guidong telecom, using marketing channel theory and grid marketing theory, proceeding from enterprise grid resources and grid marketing factors,informational innovation strategy has been fully implemented, matrix marketing organization model based on grid has been strengthened, the marketing capacity of the regional marketing center has been enhanced, and the marketing system instruction has been further improved in this paper, which makes the achievement of sales and service organizations of vertical and horizontal integration, the precise place of the marketing services,the full implement of revenue services and the optimal allocation of sale service resource by the grid.Grid marketing system is an important foundation and basic guarantee of the whole business of company. So,to improve the original marketing channels model and marketing organizational system of company, the focus considered is the extension from grid to flat in the design project of the grid marketing channel,as a result, the channel ability and the core competence on the whole business stage. To support the application of grid marketing channel strongly, and to ensure the validity of grid applications, some corresponding measures have been taken:using human resource allocation and incentive mechanisms to ensure staff in place and play the enthusiasm of teams;the vertical and horizontal integration for marketing of professional management and regional sales, guidance support for reunification; using coordination of marketing mechanisms to ensure matrix management and team-based marketing operations; improving the grid position and performance management system, beneficial to the precise management and accurate marketing. This grid-based marketing practice aimed at better serve customers in the region or industry cluster, is an organizational innovation of balancing internal resources and external environment, is also an attempt from serve on the flow-based to organize marketing on the network. The research results obtained by the design and application of the grid marketing channel has been applied in Guidong telecom, and the application practice shows that the research can enhance competitiveness and marketing ability more effectively, and have more effective effect on the precise management and accurate marketing for the market customers. I hope that the study results can have some guidance and reference values for the reform practice of marketing innovation of other similar enterprises in China.