Seeking truth from facts, pioneering and innovating, let the future of our XXX company be wonderful and full of passion! !
After the establishment of the marketing department, it must go through six months' experience. In the early days, it may be composed of some business elites outside the industry. Only with the support and cooperation of the leaders of relevant departments of the company can the level of business personnel in the marketing department be continuously improved and the team building be relatively solid. After the establishment of the marketing department, the amount of information that can be followed up will also increase.
After the establishment of the marketing department for half a year, business personnel will flow, and at the same time, it will bring certain economic losses (including invisibility) to the company, and many of them will have great opportunism orientation. At this time, as leaders, they must think! If greening companies want to make great progress and development, they must enhance their core competitiveness. Starting from the marketing department itself, they should first guide the values of business personnel, and then their business skills, so as to change their understanding of products, services, quality, cost, marketing and technology of enterprises.
What is the biggest advantage of the company at present? The company has a united and diligent leadership! ? No? ! ! ) after the establishment of XXX company, how to develop at an extraordinary speed? It is the highly unified thinking of the leadership and its own technological advantages that will continue to develop in the next century!
Through the marketing analysis of the same industry, the forecast analysis of the industry market in 20xx and the review of the marketing work, I am very optimistic about the marketing market of XXX company, and I am confident to achieve the following main marketing objectives. (Marketing target for the first year)
1. Contract signing amount of core business projects:1.50 million yuan (Shenzhen 80 million yuan, Huizhou 30 million yuan, Dongguan 30 million yuan, other cities1.50 million yuan or more). Core business contracted volume: 350,000 square meters.
II. Repayment amount of core business project contract: 65.438+0.20 billion yuan.
Three. Gross profit margin of core business engineering contract: 20%.
Fourth, break through the cooperation with brand developers such as Vanke, China Merchants, Gemdale, China Shipping and CITIC. , and strive to make the real estate projects built by brand developers account for more than 5% of the total contracted amount in 20xx.
The above marketing objectives must be achieved through the following ways and practical measures:
First, integrate the organization.
According to the adjustment of the company's organizational structure and management mode, it is suggested that the organization of the marketing department should be adjusted accordingly, so as to make the organization's command and management more centralized, the functions and responsibilities more clear, the management personnel more detailed, the operation more efficient and the support services more in place. The marketing department consists of the Ministry of Commerce (pre-settlement, bidding), the business department, the after-sales service department and the office.
The Ministry of Commerce is responsible for market research, project settlement, quotation, contract, sample model, audit and cooperation with project settlement, and has set up full-time staff to be responsible for surrounding business services, ordering and documentary work.
The business department is responsible for management, training, recruitment, deployment, performance appraisal, core business development, business support, service, payment and settlement, sales channels and customer management.
The after-sales service department is responsible for engineering maintenance, maintenance, customer return visit, customer complaints, customer satisfaction survey, a small number of sample construction, and the company's extended business after payment.
The marketing center is equipped with assistants, who are fully responsible for the realization of the company's marketing objectives, marketing planning, market analysis, making sales plans, determining sales strategies and formulating various rules and regulations. (Managers of the Ministry of Commerce and the Department of Commerce may have a part-time manager or a supervisor to replace the manager).
Merge the original business department, budget department and marketing department into a marketing center, which is convenient for unified command and efficient operation.
Second, improve the quality of business personnel.
During the year, the performance of existing business personnel was comprehensively evaluated, the backbone of business was retained, and a number of business personnel with little development potential were eliminated. After realizing the "reshuffle" of business personnel, strengthen the comprehensive training of the quality of new business teams.
Break the framework of the original marketing management mode, and comprehensively adjust the salary, commission and management mode of business personnel according to the current market situation and company status (the base of commission point for employees in the same industry is above 2%, which can be considered as a reference). The new management method will be more encouraging and strict, so that those who have business ability and achieve high-quality business will have higher income and higher enthusiasm, and realize double profits with the company, so that those business personnel who want to muddle along in the greening company can't stay at all.
Third, strengthen market research, analysis and customer management.
Systematic market research, analysis and customer management are the weak links in our current marketing work. Most of the current business decisions and marketing strategy choices come from experience, which is valuable. However, without the ever-changing market research, the research and analysis of competitors and the experience of accurately grasping customer needs, it often leads to mistakes or wrong decisions. I will devote a large part of my energy to strengthening this important marketing link. Through systematic investigation and analysis, first of all, I will accurately grasp the situation of competitors, collect information about competitors' sales, profitability, production (construction) ability, product characteristics, services and pricing through various means, turn competitors' products or competitors' weaknesses into our company's advantages, constantly strive to improve our products and services to meet or even lead the market, and constantly adjust our sales strategies to occupy the market. The so-called "know yourself and know yourself, and you will be invincible"; The second is to adjust and analyze our customers and understand their "who", "which", "what", "when", "where" and "how" and so on. "Who" refers to our customers, not all buildings are our customers. Only through the investigation of developers can we know who should be investigated. What products do our customers like and what are their needs? Why "what" customers choose this kind of products, and when "when" customers purchase or bid; "Where" customers are likely to buy the selected products, and "How" customers have what buying behaviors? Establishing customer files according to such requirements, conducting excellent, good and general hierarchical management on customers after customer investigation, and guiding business personnel to carry out business work in a targeted manner will not only achieve twice the result with half the effort, but also be more likely to obtain the source of the contract through factors other than price (such as business personnel's personality and knowledgeable information service, knowing how to help customers reduce investment costs and personalized technical services on the premise of meeting requirements), and only often use factors other than price.
Fourth, develop peripheral business, expand sales channels and build famous brands.
It is an extremely effective and feasible way for enterprises to expand market share, establish enterprise brand, avoid enterprise risks and obtain operating benefits by analyzing the characteristics of engineering enterprises and referring to the successful models of peers and developing peripheral businesses at a stage of enterprise development. Starting from 20xx, our company should step by step, plan and selectively accelerate the development of peripheral cooperative business, make full use of our excellent enterprise platform and technical ability, formulate scientific, reasonable, high-quality and relaxed service policies, attract, cultivate or excavate powerful partners to join XXX company, and become the main force of the marketing team of greening company. Strive to basically form an enterprise marketing pattern of more than 500,000 M2 in which core business and peripheral business cooperate with each other within two years, that is, by 20xx. Therefore, strengthening the service and monitoring management of peripheral cooperative business is another important work content of the marketing center in the future.
Fifth, the system should be consistent, to ensure the first position in the market, to set up design centers, R&D centers and supervision and examination departments to strictly control the quality, reward heavily, ensure market demand, and establish brand awareness.
New heights, new leaps, new journeys, all wishes! !
Self-confidence is gradually accumulated in rich study and work experience. As a leader, I should also have more outstanding personality charm and tenacious perseverance, which is also an aspect that needs to be improved in the future. I sincerely thank the company for giving me the opportunity to further develop my strengths, overcome my shortcomings, do my best for the development of XXX Group and develop together with the greening company! !
Author: XXX
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