The marketing summary report flies like an arrow. Looking back at the company for nearly half a year, I always spent it unconsciously. I have benefited a lot from my work. My main place of work in the first half of the year was Guangzhou Sales Department. Now I will summarize my work as follows:
First of all, personally. I am very grateful to the company for giving me a stage for learning and progress, and thank you for taking care of me! Over the past six months, I have learned a lot of product knowledge, but the world of agricultural resources is rich and colorful, and what I have learned is only insignificant, and I still have many problems and deficiencies.
Secondly, as far as the overall situation of the company is concerned. Due to the constant changes in the market this year, the company's performance in the first half of the year is not very satisfactory, which is also directly related to our work attitude, so we are not very busy at work, and we always feel a little depressed at work! I often reflect on myself and always want to do more things that help improve my grades, but I always have some scruples and feel that I am not mature enough. I have always suspected that I am not suitable for doing business at this time. I just want to spend more time growing up, improve my knowledge in all aspects, and make myself more confident in making decisions!
I. Auxiliary Work in Marketing Work
We have carried out marketing in many places and have little experience in marketing planning, but through the efforts of managers and colleagues, our marketing activities have achieved certain results. We believe that our marketing activities will be more and more and better. A good beginning is half the battle. After the peak season, shift the focus of work from ensuring supply in the peak season to marketing in the off-season.
Insist? There are sections to borrow and no sections to build? , doing particularly well? Do you make festivals or not? Articles. Strive for manufacturers' support, integrate all kinds of marketing resources, plan marketing plans in a unified way, grasp the time, form, scale and intensity of marketing activities in a unified and separate way, and enlarge the marketing function of marketing resources. Do a good job in the structural adjustment and inventory management of goods, strive for the policy support of manufacturers, and adapt to market consumption demand.
Due to the changes in the economic situation and the competition pattern in the marketing market, it is difficult to grasp the commodity structure and inventory this year. With the arrival of two marketing peak seasons, managers of various departments always take adjusting commodity structure, organizing marketable commodities and optimizing inventory management as an important task. Managers of all departments actively analyzed the marketing situation of the two festivals and made a more detailed analysis of the product structure and inventory. According to the principle of survival of the fittest, do a good job in product structure adjustment and inventory management.
After such a tense and orderly half year, I feel that my work skills have reached a new level. I have a clear plan and steps in every job, a direction of action, and a goal of work. I am really confident! Basically, we are busy but not chaotic, tight but not scattered, clear in organization and clear in everything, and fundamentally get rid of the phenomenon of just working hard and not knowing how to sum up experience when we first joined the work. In this way, I walked into this half year from infinite busyness, and walked out of this half year from infinite ease. In addition, at work, I also understand the truth of dealing with people. In contrast, a good attitude, enthusiasm for work and its sense of responsibility are how important.
Second, the current situation of marketing work
1. Set marketing objectives. In the first half of the year, according to the overall goal set at the beginning of the year and the time-limited goal set by stages in the middle of the year, according to the established marketing strategy and tasks, and according to the relationship between market supply and demand, our marketing department divided the staff and organized marketing personnel to carry out marketing tasks for the market. During this period, the employees of our department also formulated their own target plans and marketing plans, gave full play to their autonomy and innovation, successfully completed their respective scheduled marketing tasks, and timely summed up the advantages and disadvantages of experience and improved them.
2. The competition is fierce, and the prices of other enterprises are in sharp contrast. In the market economy environment, the competition among enterprises is becoming increasingly fierce. In the case that products are generally the same or similar, price competition has also become a major barrier to marketing channels. On the premise of universal product quality, the product price difference of other enterprises in the same industry is not high, and there is no disparity in price comparison. In the case of strong brands, this price difference has also caused the pressure of profit creation.
It is difficult to pay the accounts receivable on time. Affected by the big social market environment, customers' payment is delayed, and bills receivable, accounts receivable, prepayments and other receivables are too large, which leads to our untimely withdrawal plan and affects the overall operation of the company.
Third, the countermeasures in the process of completing the marketing task.
1. Quality improvement. Before marketing, we should strictly control the quality of products and highlight the advantages of quality as much as possible in marketing propaganda, so as to win the trust and purchasing power of more retailers for our products.
2. price. In the range of budget price adjustment, according to the market environment and the scientific rationality analysis of market competition, adjust the appropriate price standard, so that the marketing of products can be profitable within the expected range, and retailers can be less picky about prices. At the same time, we can choose the right time to carry out a series of marketing activities, so that the brand of the product is known by more retailers and farmers, and the quality of the product forms a good reputation in the market.
3. Increase the withdrawal of funds to avoid enterprise risks. In terms of collection of money, the whole department has formed a * * * knowledge and put this work in the top priority position. Draft a binding sales contract and adopt a reasonable time limit for the collection of accounts receivable. Draw lessons from the past, strictly implement the approval procedures of marketing transactions, control the transactions from the source to the final, and always inform the salesmen to actively communicate with customers and try their best to deal with them, which has achieved certain results.
4. Multi-directional marketing channels, develop more marketing platforms, improve the level of network marketing with the help of the company's marketing platform, and establish a good credit network marketing platform. The marketing situation will directly affect the company's economic benefits. Over the years, the product marketing department has insisted on consolidating the old market, cultivating new markets, developing market space and tapping potential markets. In the future, we need to make full use of our company's growing brand influence to promote product marketing and build a marketing network with local as the main body and radiating the whole province. At the same time, we can form a good cooperative relationship with various media, such as participating in or holding a series of activities in the industry or related industries, and carrying out various publicity and marketing, so that the products of this brand have a broader platform for expansion.
5. Keep an eye on the industry trends and get more market information. With the increasingly fierce market competition among industries, information plays an increasingly important role in the marketing process, and information is benefit. In the future, the marketing department should pay close attention to market trends, seize business opportunities, and do a good job in market research and information collection, analysis and collation. Through market research, business negotiations, newspapers and magazines, trade associations and computer networks, the marketing department will establish a more stable and reliable information channel and pay close attention to the development trend of the industry; Establish customer files and manufacturer files, and strive to collect basic information; According to the market situation, actively send business personnel to track and master the dynamics of the domestic marketing market.
6. Improve the working quality of marketing personnel, improve the service quality and business ability of sales personnel, and consolidate and develop the business of a group of old customers. In the future work, we require marketers to improve their working ability and professional quality:
(1) Strengthen communication and contact with customers and try every means to establish a good cooperative relationship;
(2) Constantly sum up your work, improve your working methods, strengthen the study of professional knowledge involved in the work, keep abreast of the production and operation of customers and competitors, and handle problems in time when found;
(3) Feedback customer requirements and product quality to relevant departments in time, strengthen communication and cooperation with horizontal departments, and make our product quality and service meet customer needs;
(4) Do a good job in pre-sale, in-sale and after-sale services. In the first half of the year, we experienced the process of looking forward to planning, starting hard and moving towards success, and also realized the happiness brought by this process. Relying on the trust and guidance of superiors, leading excellent products, advanced marketing concepts, good service awareness, an atmosphere of unity and cooperation, and excellent cadres and employees, we are ready to go. Perhaps, the road ahead is full of twists and turns, even more stressful than in the past, but we firmly believe that this road is bound to be full of opportunities, challenges and hopes.
In the longer working life in the future, I will be more strict with myself and do everything in a down-to-earth manner. I am keen on this industry, and I am interested in agricultural products. I am full of enthusiasm and action, and my heart is full of ideals. At present, I have completely set foot in the field of agricultural resources. I believe that in the near future, plus the company's development plan in this area, it will be realized as soon as possible! I hope the company can give me confidence and courage, let me play more confidently and create more achievements!
I am convinced that as long as someone tells me what is arranged for me, I will try my best to finish it! I will continue to strengthen my study, broaden my knowledge, and strive to learn product professional knowledge and some common sense; In line with the principle of seeking truth from facts, continue to carry forward the advantages and improve the disadvantages; Unite as one, work hard, make progress together, safeguard the interests of the company, actively create higher value for the company, and strive to achieve greater work results!
I am convinced that under the correct leadership of the company, as long as all my cadres and employees have firm beliefs, forge ahead, unite and cooperate, achieve big goals with small goals, and achieve long-term goals with big goals, step by step, they will certainly be able to complete the task well and make 20xx a veritable profit year!
2XX years is coming, and I am thinking at my desk. In the past year, as the head of the city marketing department, I put Deng Xiaoping Theory and? Theory of Three Represents theory? Under the guidance of important thoughts and the correct leadership of the bureau (center), we will conscientiously implement the principles and policies issued by the higher authorities, and always adhere to the principle of taking economic benefits as the center and taking? Decisively build a network? For motivation, to fight for it? Three satisfied? , strengthen the management of the department, down-to-earth, continuous learning, and work together with the department employee Qi Xin to better complete the indicators and tasks issued by the company, and take the initiative? Marketing manager? Transformation. Now I will report my work, thought and study in the past year as follows, please review it:
First, focusing on economic benefits, we have successfully completed various objectives and tasks.
1, down-to-earth, to ensure the completion of the target task.
With the deepening of network construction, visiting salespeople will be transferred to account managers. How to accomplish the objectives and tasks of the department without affecting the sales volume in this functional transformation is a problem that I have been thinking more about this year. Under the correct leadership of the bureau (center), I led the staff of the department to change their ideas and learn from Shanghai Tobacco People. Keep pace with the times, forge ahead, dare to be the first and strive for first-class? In line with the strict implementation of the marketing department's sales strategies, while deepening services, down-to-earth to ensure sales.
First, make a reasonable marketing plan, scientifically and reasonably decompose the departmental tasks to each account manager, which improves the enthusiasm of account managers; And use the morning meeting to summarize the arrangement, ask the account manager to compare the changes of the customer's sales cycle at any time, help the customer clean up the inventory during the visit, seize the promotion opportunity to increase publicity, replenish the goods in time and other measures? Don't miss the sales opportunity? Taking this as the slogan, by refining every link in the sales work, the function of sales visitors will not be changed, and the sales volume will not be affected: in June this year, the total sales volume was 30,565,438+09.265,438+0 boxes, accounting for 99.465,438+0% of the plan, an increase of 2,857.07 boxes over the same period last year.
2, grasp the implementation, make great efforts to do a good job in brand cultivation.
(1) With the continuous reorganization of industrial enterprises and the continuous streamlining of brands, the contradiction between supply and demand in the current market is becoming more and more prominent. I deeply realize that to solve this problem, we must cultivate and promote the target brand. According to the bureau (center)? Three directions, two key points? It is required to lead the department staff to grasp the target brand promotion, do a good job in brand replacement and new brand communication, focus on IT through unified publicity, zero-package communication, focus on IT in the morning meeting every day, select key business households to expand their influence and customer inventory through promotional activities, and require account managers to do a good job in explaining from the perspective of customer interests, bring industry information to business households, and make them change their concepts and interactively do a good job in brand cultivation.
Through this series of positive work, make? Fashion macro sound? 、? Sweet red plum? When the brand change was successful? Covering the Red River? , reduce market pressure and improve customer satisfaction. The former has increased from the original 1548 to the present10642; ? Red and white cover the sky? The spread rate is above 90%, and the spread rate of other target brands also meets the requirements of branches and bureaus (centers).
(2) Strengthen the promotion of key brands. Key brands are the support of the company's interests. As a city marketing manager, I always aim at promoting the sales of key brands, and ask account managers to integrate key brands into daily visits and customer analysis, and publicize them in time. Not only that, but also require account managers to be familiar with the gross profit of each brand, publicize high-margin brands in a targeted manner, and create greater economic benefits as much as possible. From June 1 to June 10, departmental profits accounted for 44.79% of the whole company.
Second, want? Decisively build a network? As a driving force, pay close attention to basic work and improve service quality.
1, strict requirements, improve the quality of basic work.
I deeply understand that Shanghai Net Construction? Fine, rigorous, solid and innovative? Our style runs through all aspects of our work. Therefore, first of all, I strictly demand the standardization and normalization of my own marketing reports, morning meeting records and other basic work, improve the quality through continuous learning and summary, and lead the whole marketing department to do a good job in network construction, so that the basic work level of Jiang Yan Marketing Department will always be in the forefront of the city, and it will be well received by the provincial and municipal network construction inspection.
2. Do a good job in the preliminary work of telephone ordering and the promotion of electronic settlement.
As a city marketing manager, I dare not relax the promotion of telephone booking and electronic settlement for a moment. Lead the account manager to collect the basic information of customers, maintain the information of cigarette sales system and ensure the normal operation of telephone ordering software. Take in-depth and meticulous publicity work, attract tight brands, patient and thoughtful services and other measures to vigorously develop electronic settlement. Up to now, 604 online withholding households have been developed, and the 40%(600 households) index issued by the bureau (center) has been successfully completed. At the same time, we should actively feedback the problems existing in settlement, strengthen contact with banks, do a good job in customer ideological work, and strive to improve the success rate of settlement.
3. fight for it? Three satisfied? , vigorously improve the quality of service.
From sales-oriented to customer-oriented, the functions of the marketing department have undergone fundamental changes. Deeply realize that customer relationship management is the key to improve the quality of network construction, lead the account manager to handle the relationship with customers anytime and anywhere, and advocate? Happy to serve others? Our service concept is sincere for customers: on the one hand, actively cooperate with factories to carry out brand promotion activities, feedback sales information in time, and let salesmen of various factories cooperate happily; On the other hand, try our best to solve problems for retailers, properly handle customer service conflicts, and make business households closer to our hearts. At present, the average score of customer satisfaction survey in urban areas is above 70. Most of them are dissatisfied with the shortage of tight brands and profitability, and no one is dissatisfied with our employees.
4. Strengthen the combination of exclusive marketing to ensure the implementation of exclusive marketing.
Realize? Decisively build a network? The goal of exclusive marketing is the key. As the host of the exclusive marketing meeting, I hold an exclusive marketing meeting once a week in strict accordance with the company's requirements, exchange information with the leaders of the call center, inspection squadron and distribution center, and make records, analysis, measures and results. At ordinary times, we also keep close contact with various departments, deal with emergencies in time, and formulate? Have questions and answers? System, really find problems and solve problems. Establish? Full-time monopoly Consciousness, require the account manager to provide the inspector with the market information in his management and service in time, cooperate with each other, purify the market and improve the market share.
Third, strengthen internal management and promote the transformation of account managers.
Strengthening management, standardizing the behavior of account managers and ensuring that the work is in place are also my priorities this year. The renewal of ideas is the primary factor. First, I will convey the relevant knowledge I have mastered to the account manager through various forms, so that all employees can change their concepts and cultivate their work consciousness; Secondly, through follow-up, market investigation, usual work investigation and other forms, standardize the visit behavior of account managers, analyze the highlights and shortcomings of each account manager's work, publicize the highlights and guidance, and improve the professional quality of all employees as much as possible.
In order to make the account manager's visit really valuable, I followed up to find the most suitable way to visit. From the initial daily average of 40 visits to the current daily average of 40 visits, the emphasis has been divided, which not only ensures the daily visit frequency of account managers, but also reduces the fatigue of account managers' speeches, eliminates superficial phenomena and improves the quality of visits. It is emphasized that account managers in Linjiang area should do a good job in customer transfer management while improving the quality of visits. Require the catering team to vigorously develop new markets and reduce market blind spots when the service of visiting and selling old customers is in place; Pay attention to customer complaints, especially strengthen management in tight distribution, and combine it with the work quality of account managers. If verified, hell to pay. Strengthen self-supervision, make reasonable daily, weekly and monthly work arrangements for all departments, supervise each other, and make the work gradually develop into procedures. Through a series of management measures, the account manager basically knows what to do and how to do it.
Fourth, strengthen study and improve quality.
I know. Network construction should learn from Shanghai? , not only study? Shape? More importantly. God? , to reach this height, really become? Marketing manager? 、? Account manager? It is important to keep learning and accumulating, and improve the comprehensive professional quality.
To this end, I made a departmental meeting every Friday, which mainly included sending documents, market analysis and learning business knowledge. The establishment of this fixed mode has improved the comprehensive quality of all employees and cultivated good study habits. Through these measures, our department has a higher sense of hardship, improved its quality and strengthened its study habits. I also use my spare time to learn about the industry trends through the internet and magazines, learn to collect marketing knowledge, learn while doing, and study hard for reference? Marketing manager? Transformation.
Five, love their jobs, law-abiding, played a vanguard and exemplary role in party member, and enhanced the cohesion of the department.
In my opinion, only when a person has great enthusiasm for his own enterprise and the work he is engaged in can he give full play to his potential, create greater value for the enterprise and find pleasure in his work. I just hold this mentality to face the work and enterprises, strictly demand myself according to the functions and responsibilities of the marketing manager, and do my job wholeheartedly; When personal interests conflict with the interests of the company, give up personal interests without hesitation. In view of the fact that there are more female employees in the urban marketing department, I correctly handle the relationship between them. First of all, set an example, abide by various rules and regulations, and play a good leading role; Those who violate the principles will never cover up or deal with them correctly, but actively help and support them when they are in trouble.
Through such measures, a disciplined, objective, fair and humanized departmental rule will be branded in everyone's mind, and the behavior of all staff will be standardized, so as to enhance the cohesion of the team and enhance the overall combat effectiveness. As the head of the first-line sales department, five prohibitions? More importantly, I have never received any gifts from the factory, and I am worthy. This year, I officially became a glorious party member from China. As an excellent party member, I have been demanding myself with high standards, being honest and self-disciplined, which has played a pioneering role in party member.
Sixth, the existing shortcomings.
Keep learning, but be a qualified one? Marketing manager? There is still a certain distance; Do things seriously but do not think carefully; Energetic, but less innovative.
Seven. The direction of future efforts
1, continue to strengthen the study, heavy? Connotation? Take the initiative to transform and meet the challenge; 2. Strengthen thinking ability and think more about methods and ideas at work; 3. Strengthen the ability of organization and coordination; 4. Lead employees to improve service level, help customers make profits and improve customer loyalty; 5. Continue to strengthen the cultivation of target brands.
If you don't know enough about the above work, please correct me and help. I will work harder in the future, lead a good team, and create our beautiful life with our honesty, diligence and wisdom in the historical process of Ziyang tobacco's leap-forward development.
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