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网格化营销(或分区域营销)是近年来新出现的一种营销思想,其目的是帮助企业更加贴近用户,使企业的资源分配更加以市场变化为导向。对于我国电信企业而言,实施网格化营销的意义在于改进前端营销方式,进而改变企业资源配置机制、组织结构、企业战略等一系列传统意义上的后端机制,从而使得运营商的运营更加精细化,企业的资源分配更加合理有效。目前,在中国电信、中国联通内部均开始大规模实施网格化营销战略,那么,各地的网格化营销执行得怎么样?他们已有怎样的收获和经验?下一步网格化营销将何去何从?本期特推出网格化营销专题,供大家讨论。
Grid marketing (or sub-regional marketing) is a newly emerged marketing idea in recent years. Its purpose is to help enterprises to be more close to users and make their allocation of resources more market-oriented. For the telecom enterprises in our country, the significance of the implementation of grid marketing lies in improving the front-end marketing, and then change the enterprise resource allocation mechanism, organizational structure, business strategy and a series of traditional back-end mechanism, making the operator’s operations more Refinement, corporate resource allocation more reasonable and effective. Currently, in China Telecom, China Unicom are large-scale internal implementation of grid marketing strategy, then, all over the implementation of grid marketing how? What they have the harvest and experience? Next grid marketing will go from here This issue of special marketing grid features for discussion.