Research On The Allocation Model Of Enterprise Marketing Resource Based On Marketing Grid

In the21st century, the behavior of consumers breakthrough the limit of time and region because of fiercely competition and the rapid development of Internet communication technology. The information of buyers and sellers on market is becoming symmetry gradually, and the buyer's market has become the mainstream of industry. The diversity and individuality of customer promotes the concept of "customer-centric" became the theme of the times, and the focus of competition among enterprises has been the "competition of product and service" to upgrade to the "competition of target customers". Changes in the marketing environment has exposed many shortcomings of the traditional allocation model of marketing resource, such as the allocation basis of marketing resource is not clear enough and fuzzy standard set, which led to the inaccurate, inefficient and idle allocation of marketing resource. In this situation, the new allocation model of marketing resource based on marketing grid compensates for the deficiencies of the traditional model to some extent, which has important theoretical and practical significance.The allocation model of marketing resource based on the marketing grid is a new marketing pattern, which is proposed by using idea of computer grid, the practice of grid management and Fuzzy Optimization Dynamic Programming, aiming at solving the problems of traditional allocation model of marketing resource exposed in the new environment, so as to guide the marketing practice of enterprises better. At the very beginning, this thesis elaborates the backgrounds, purposes and significance of the research of the new allocation model of the marketing resource based on marketing grid in modern marketing environment, analyzes the domestic and foreign research on grid technology, grid management and marketing resource management, and proposes research content, methods and technical route. Analyzing the relevant literature, this thesis puts forward the concept and characteristics of marketing grid cell, and demonstrate the theoretical feasibility of the marketing grid value as the criteria for the classification of marketing grid cell, and offer the implementation standard for rational and efficient allocation of corporate marketing resources by building a theoretical model of marketing grid. On the basis of classification criteria of marketing grid cell, this thesis puts forward the classification criteria of marketing resource, and demonstrates the properties and quantification method of different types of marketing resource. Then, this thesis build a new allocation model of marketing resource by introducing the Fuzzy Optimization Dynamic Programming on the basis of theoretical model of marketing grid and the classification criteria of marketing resource, and calculate the best results of allocation of enterprises marketing resource by demonstrating the steps and processes of allocation model of marketing resource. Finally, this thesis summarizes the contents, points out the innovations and shortcomings of the research, and clears the content and direction of further research.