Research On The Grid Marketing Model Of Jiangxi Mobile

Grid marketing is the approach helping enterprises to get close with users and realize the seamless coverage of marketing service.It has been approved by the practices in many industries that enterprises must strive to innovate customer marketing and actively explore and practice the grid marketing strategy in order to cover the market extensively,contact customers deeply and further promote the business revenue growth.Being the outstanding company taking the lead in the regional market competition,In a new historical stage of mobile internet era,Jiangxi Mobile is confronted with multiple challenges including the significant changes of customer requirements,more severe industrial competition,more complicated trans-boundary competition and strict supervision policy.Under such a situation,to break through the bottleneck of customer development,maintain the leading position in terms of regional market customer and revenue market share,Jiangxi Mobile shall make further market segmentation,get contact deeply with customers,and explore the diversified income growth space.Therefore,the grid operation is the must choice for Jiangxi Mobile.This paper takes the construction of grid marketing model as the entry point to explore the reform and development path of grid marketing for the telecommunication operators in the mobile internet era,on the basis of the international and domestic research fruits in both theory and practices of the grid marketing,as well as the practices of Jiangxi Mobile.The paper first of all presents analysis and overview on the grid management,grid marketing and O2 O theories;then,it points out the specific plan for the grid marketing model of Jiangxi Mobile based on the current market status and problem analysis of Jiangxi Mobile.The plan includes “one core,three types of the market,five well placements”;furthermore,in accordance with the plan content,it comprehensively promotes and implements the grid marketing model all over the province.According to the comparison between the performance before and after the implementation,grid marketing improves the market share and revenue share of Jiangxi Mobile significantly,and proves the implementation effects of grid marketing model.At last,it analyzes those aspects to be improved for the grid marketing mode,summarizes the research,and proposes the prospect.