JXYD Company Marketing ARCHITECTURE Digital Optimization Solution

Under the influence of the Internet,the social economy model,enterprise management model and customer communication approach were changed dramatically in the past decade.JXYD has always been developing along with mobile internet.As mobile Internet has moved to 2.0 stage,the product and marketing mode are facing dramatic challenge.On one side,traditional voice product is gradually replacing by OTT product,the gap between data service volume and revenue is getting larger.On the other side,new internet product operation is growing,the competition in household area is inclement.The changing of environment changed Marketingdrastically,the product diversity transformed sales mode to product bundle,the changing of customer habit resulted sales target segmentation,the increasing of labor cost changed marketing execution from manual to online / offline collaboration.Base on the current situation described above,the evolution of Big Data concept and technology revealed the direction of the solution.The introducing of Information exchange digitalization,customer interaction digitalization and data storage digitalization provided foundation of digital marketing theory.The 4R marketing theory elaborated how to manage customer and product digitally,how to connect marketing touch points digitally,how to manage marketing execution digitally,how to implement marketing execution digitally.With the trend of digitalization globally,base on the exploration and practice conducted by China leading internet company Taobao,Jingdong,Tencent.Marketing digitalization has demonstrated advantage globally and nurtured customer base.Author has researched global and domestic digital marketing theory,analyzed JXYD's product,marketing administration organization architecture and current issue,proposed digital marketing architecture solution design.The end to end marketing management solution consists of digital management of customer,product,touch point and event,digital marketing strategy design,target customer digital segmentation and digital marketing operation.Under the guiding principle of holistic architecture design concept,focusing on 4G marketing,starting from customer segmentation to customer product adaption for four major marketing target,then unified execution of multiple touch point,this thesis elaborated implementing digital marketing concept in real marketing case.In addition,utilizing digital approach to redirect online / offline touch point and multi waves marketing execution strategy,elaborated how to optimize marketing process and improve marketing efficiency with digital marketing administration.