W Unicom Branch's Grid Marketing Strategy Optimization Research

Along with the fourth generation of mobile communications business license issued,the three operators-China Mobile,China Telecom,and China Unicom have access to TD-LTE licenses,marking China's telecommunications industry officially entered the 4G era.At the same time,the "broadband China strategy and implementation plan of the notice" issued by the State Council requests a broadband popularization stage in 2014 to 2015,focusing on solving the overlay network;promoting the user's popularity,and improving user's popularity rate,especially the questions of access to users in rural areas and the central and western regions.Broadband network will enter a large-scale popularization stage in our country.Urban areas FTTH network coverage and scale will accelerate the expansion,wireless technology is adopted in rural areas to speed up the broadband network to the administrative villages,conditional rural areas will boost optical fiber to the village.Whether the progress of 3g to 4g,or broadband to the cross of the fiber,the domestic telecom market is facing another reshuffle.The three major telecom operators how to game in a new round of market expansion,undoubtedly is the largest market focus.The strategy how to seize the existing customers,develop the potential customers,and rob customers from competitors needs telecom enterprises' deep thinking again.The W branch of China Unicom to stimulate reform of grassroots responsibility unit vitality is the predecessor of the grid marketing system reform.In 2010,W branch of China Unicom headquarters customer group issued SME customers of grid marketing management optimization work guidance.Dquarters sales department of W Unicom Branch conducted research and discussion about grid marketing.In 2013,the headquarters of the market proposed to start the grid marketing system reform.W Unicom branch promoted the marketing system reform from the end of 2014,in purpose of landing the four package(task package,incentive package,resource package,power package),a total of four categories of grid division,ten teams.But did not achieve a significant effect.Emerging some problems such as the grid division is not uniform,the organization structure and marketing strategy does not match,the support system is not in place,the grid resource is short of scientific distribution standards,performance appraisal and incentive unreasonable and so on.This paper carries on the investigation and analysis to the implementation of the grid marketing strategy of W Unicom branch,and finds out the problems existing in the process of the promotion of the grid marketing strategy.Combined with related theories and W China Unicom branch of macro and micro environment from the grid division,marketing,organizational structure adjustment,marketing resources allocation,grid performance evaluation and incentive,system support and so on several aspects of W Unicom Company grid marketing strategy implementation and put forward reasonable Suggestions for improvement.