With regard to the work plan of mall management 1, formulate the company's new sales model strategy, carry out sales promotion work in various regions, clarify sales targets and payment collection targets, and clarify work ideas, so as to guide the smooth progress of all work and finally complete the set goals. Collect and sort out market project information, extract effective information, coordinate with salesmen and agents to help promote sales.
Collect and analyze market reports regularly, analyze market information data such as market sales data, market activity volume and market system construction, put forward countermeasures, and make market information newsletters regularly. Quickly connect with the market, improve the establishment of competitors' files, conduct market analysis, study and formulate marketing strategies, plan, study and manage product resources, and select, subdivide and determine target markets according to changes in market conditions, competitors' conditions and product price-related factors.
Strengthen process control, track the implementation and execution of marketing strategy in sales work, and dynamically grasp the progress of marketing work.
Formulate the basic management system of sales and the research of sales work, and formulate feasible work plans and implementation rules.
I will go to overseas branches from time to time to follow up business work, conduct market research and dynamically grasp the market situation.
Establish and constantly improve the marketing performance evaluation system, put forward suggestions for improvement, do a good job in relevant assessment, and promote the development of management. Make a monthly business summary according to the summary and statements of relevant departments.
Work promotion and implementation
All employees in the marketing department must have a comprehensive understanding of the company's products and competitors' products. Keep abreast of market changes and their related influencing factors. Collect, sort out, analyze and judge market information to ensure the reliability of information sources and the reference of judgment results;
Manage the target market, grasp the first-hand information of the market, dynamically grasp the overall situation of the market, be fully familiar with the operation of marketing work, conduct research, adjustment, refinement and decision-making organization of various marketing strategies, and supervise, control and guide the implementation of marketing business and marketing strategies. Ensure the scientific and operability of marketing strategy formulation.
The marketing department carries out effective and targeted target market management, is familiar with the business operation, customer distribution, competitors and traffic conditions in each region, determines, selects and subdivides the target market, carries out diversion planning and research of product resources, ensures the maximization of strategic benefits, determines the best marketing volume and price combination, assists regional business personnel to better manage customer relations, standardizes the business work of overseas branches, establishes a scientific and complete evaluation system, and dynamically grasps the target market management. At the same time, follow up the business development of overseas branches from time to time, get familiar with the business and understand the market.
To manage the target market well, we must be familiar with the operation of the whole delivery process, keep close contact with the business personnel, dealers and departments in various regions, organize regular meetings of the market Committee, discuss the problems existing in the market with them, and ensure the efficient promotion of the company's interests and work.
Implementation steps of work promotion
Collect complete relevant market information, strengthen the enrichment of basic knowledge and training of business skills, and improve the basic work skills of target market managers. Strengthen the training of employees' data processing, analysis skills and computer operation skills.
Strengthen communication with marketing personnel, participate in relevant training, and improve the professional level of staff.
Establish information research management mechanism, coordinate regional business personnel and distributors, broaden information channels and collect market information extensively. At the same time, strengthen contact and cooperation with industry project units and the Secrecy Bureau, expand information sources, increase market research, keep abreast of market changes, conduct case analysis irregularly, and enhance the ability of information collection, collation, analysis and judgment, and finally enhance the ability to judge the market outlook.
Strengthen the grasp of sales situation, formulate detailed task allocation process and calculation method, refine the accounting method of task quantity, and allocate sales plan tasks scientifically and reasonably according to the company's business objectives, sales objectives and market conditions.
Establish a process control management system, establish a coordination mechanism with agents, and strengthen price and contract management. Ensure the implementation of marketing strategy and management measures.
Strengthen the intensity and depth of market research, formulate phased sales strategies that are in line with the market and the company's current business development, improve the planning level, and ensure the profit maximization of sales strategies.
Strengthen the sales price management, refine the operation process, the company's price adjustment declaration implementation process, and the special price approval process, strengthen the information exchange with business personnel and agents in various regions, form price execution documents, and post them to the company for approval and management.
According to the company's strategic objectives and the current operation of the company's marketing business, the volume-price curve analysis chart of the marketing combination is made, and the relevant evaluation is made to determine the best combination of sales plans in different periods. Sort out the work flow of seal supervision under various circumstances, and formulate the operation flow and management system for normal work, the handling mechanism for emergencies, the contract filing and inquiry management mechanism. Establish business emergency handling systems and measures to improve the ability of prediction, prevention, emergency handling and contingency.
Work plan 2 on the management of shopping malls is coming to the end of the year, and 20xx is just around the corner. Looking back on the working process of 20xx, although it is passable on the whole, its shortcomings are also obvious. In the new year, we will look forward to and plan next year's work according to the special nature and characteristics of our work.
Job analysis and planning, in a broad sense, should be planning, planning, implementation and supervision, that is, according to the characteristics and changes of the market environment, aiming at the enterprise itself, specifying long-term, medium-term and short-term strategic goals for the enterprise, including planning feasible business development routes at various stages, corporate image packaging, advertising public relations planning and so on. According to the nature and specific requirements of our shopping mall, the authority of temporary planning is mainly manifested in three main aspects: the beauty of the whole shopping mall and the implementation of advertising public relations planning, the packaging of the company's own image, and the planning and implementation of various activities.
Therefore, in next year's work plan, we will focus on the above three key tasks.
I. Activity planning
Elaboration of ideology
At this stage, the sales of major shopping malls in our city mainly rely on various forms of activities to make profits and attract consumers, so as to guide consumers to consume and improve their own sales.
As far as we are concerned, there is no doubt that activities must be done, but how to stand out from many businesses and activities, attract more consumers and create more value, we must grasp the changes in the market and make a surprise attack in tactics. Online shopping has a great influence on our physical business. At present, how to improve the planning level, promote investment and stimulate passenger flow is the key to our work in 20xx.
In 20xx, we investigated the national business model, and the Dalian Wanda model gave us a deep inspiration. Through network understanding and telephone consultation, we further learned that Wanda's overall planning was not done by themselves, but entirely by the exhibition company in Dalian. The overall planning is based on the 4T commercial marketing model, which consists of four elements: leisure, experience, interaction and entertainment, and directly hits the fatal weakness of online shopping. They integrate all kinds of exhibitions, tourism, culture and education into the planning scheme, forming mutual intersection and resource sharing, and the shopping mall gradually transforms into a service-oriented commercial complex in marketing planning; Meichen's original investment was greatly reduced, and all of them were leased. Their planning scheme is deeply inspired and worthy of our study and reference. At this point, our planning department has begun to study and implement the "business 4T marketing theory". We have reorganized the original supplier system and introduced several suppliers who specialize in renting exhibition equipment and exhibits in Dalian, so that we will greatly save the investment in commercial beauty in 20xx.
In the planning of major festivals, the cultural theme of the whole year will be determined. For several major festivals in 20xx (such as Spring Festival, March 8th, May 1st, National Day, New Year's Day, etc. ), around the annual theme to determine the theme of major festivals, increase the "July 1st" and "August 1st" two major festivals. Organize special exhibitions on various revolutionary historical themes, strive to build a non-profit cultural interactive experience platform, stretch the brand image and strengthen the positive energy of the brand.
This requires a lot of time to do a good job in all aspects of research, according to the consumer's ideas, shopping malls and other factors to make a comprehensive analysis of the program. This will be the first step to bid farewell to the previous sales breakthrough that only focused on discount and price reduction.
The growth of shopping malls is inseparable from the uninterrupted material support of new and old customers. Constantly turning potential customers into customers and customers into old customers and loyal customers will also be the only way for the development of shopping malls. Therefore, it should be one of 20xx's strategic plans to develop members, promote membership cards and even Zhuo Zhan shopping center home cards in Changchun, and constantly promote customers to become a member of Changchun Zhuo Zhan family through related activities. Membership cards will also be embodied and used in various activities in the next year.
Cultural activities throughout the year create valuable space and real feelings for consumers. Actively plan and organize all kinds of cultural exhibitions and theme activities with public welfare, emphasize emotional communication with consumers, and strive for recognition before making consumption decisions. Cultural activities should be persistent, and discount activities must not be carried out one after another, which will lead to speculation about the whole price system of our shopping malls and make people feel that it doesn't matter whether they participate in our activities or not (anyway, every day is the same, there are "activities"). In the future, the development direction of our shopping mall will give people a feeling of striding forward to a higher level. The planning of activities will change the focus of planning dominated by direct interests in the past and turn to the leisure experience mode dominated by public welfare services in 20xx. The theme culture runs through the whole process, and the brand marketing concept is cleverly implanted. Through cultural integration, the original promotion atmosphere of "holding donkeys" in shopping malls will be made into a relaxed and pleasant leisure experience environment, and consumers will be served in a public welfare manner. At present, we are in the forefront of all shopping malls.
The theme cultural tour should be held for about one week to ten days as far as possible, so as to make consumers hungry for our activities and achieve the purpose and effect of obvious performance as long as there are activities.
Key planning of cultural exhibition tourism
1. Regarding the formulation time of the activity planning scheme, we should adhere to the 4T theory to ensure the large-scale activity scheme (such as major festivals, etc.). ) be finalized 15-30 days in advance, and the small plan be completed 10- 15 days in advance, so that all departments have time to make full preparations and revisions;
2. The whole activity must have a clear theme. The original mode of "we pay and the advertising company does it" will be completely changed to leasing this year. The planner must first complete the order of the exhibits for next year's exhibition tour before February, and then make overall planning on this basis. In order to better improve the activity plan and make it more feasible and effective, do a good job in the investigation of related activities within one month before making the plan;
3. In order to ensure the effect of the annual theme tour, we should cooperate closely with Dalian companies in the implementation of the activities and invite them to Changchun to learn more about our activities and the actual situation of the shopping malls. It is best to send professional public relations personnel and big ones.
Maintain the relationship with the company to ensure price stability;
4. Promote the exhibition of "Marine Culture" in April, "China Ship Culture" in June and "Revolutionary History" in July. We must ensure that the whole exhibition and exhibits are in place on time, as well as the propaganda work of paper media, and name the brand in advance so that the merchants can bear part of the funds of our activities as much as possible;
5. Do a good job in the transformation of the electric hanging transmission system of the atrium pendant, which must be completed before March to ensure the engineering quality. This year, the price of atrium ornaments in shopping malls was reduced by half, and all of them were purchased at petal rain network;
6. The overall DP beautification was originally planned to be customized in an advertising company, and the contract has been terminated through friendly negotiation. We are making plans to send people to Dalian to discuss unified procurement. After calculation, the investment is reduced by half compared with the original plan.
Second, advertising public relations
Elaboration of ideology
The purpose of our advertisement is, firstly, to establish a good and solid corporate image in the minds of consumers and improve their reputation and recognition; The second is to effectively convey business information with the help of advertising media to enhance the effect. The combination of the two is a perfect advertising campaign.
For a long time, our advertising media mainly used TV subtitles as streaming media, which really played a certain role in terms of effect. However, as the mainstream media, it lacks the ability to establish the image of Zhuo Zhan in the hearts of citizens. For modern advertising marketing, TV subtitles, short messages and other advertising media only play the role of releasing information, but do not fully play the role of "advertising image propaganda".
In 20xx, the first task is to make an in-depth analysis of the advertising companies and media collected in the past, determine the mainstream media that is really suitable for our enterprise as a publicity platform, and formulate a long-term publicity strategy according to the characteristics of this media, so that it can effectively serve us and achieve the real purpose of advertising.
Secondly, while relying on the mainstream media to carry out image publicity, we should try our best to increase social influence through various means, such as creating news highlights and carrying out charity activities, so as to enhance the status and popularity of Changchun Zhuo Zhan Shopping Center in the hearts of citizens through public opinion propaganda.
Key work planning
1. Do a good job in the publicity of the company's external image, that is, the choice of the company's mainstream advertising media. According to the information of advertising companies and advertising media collected in the early stage, combined with the actual situation of the company, make in-depth analysis to ensure that the advertising media selection plan is finalized and implemented before February 20xx, so as to speed up the pace of the company's external image promotion;
2. In order to better enhance the popularity, reputation and social influence of the commercial city, we will explore and try to use public opinion propaganda in the new year to enhance the word-of-mouth effect through news reports and other low-cost publicity forms;
3. Arrange the application and review of all relevant procedures of the company's external advertising release to ensure the reliability and legality of advertising release;
Third, the image of the sales area of the mall
Elaboration of ideology
Taken together, the sales area image of a shopping mall generally includes window, internal atmosphere layout, commodity display and so on. Among them, as an individual, the image of the window is not mature in design and collocation. The window is equivalent to the front of the shopping mall and plays a great role in attracting consumers. In the new year, we will make an in-depth study of the window, and make up for the weaknesses in combination with the actual exercise.
In the new year, the whole interior layout of the shopping mall revolves around the annual cultural theme, creating a valuable space and real feelings for consumers. Actively plan and organize all kinds of cultural exhibitions and theme activities with public welfare, emphasize emotional communication with consumers, and gain recognition before making consumption decisions. The original flowers at DP point were all cancelled, and 20 interesting sculptures were purchased from Dalian for overall distribution, which improved the overall artistic atmosphere and grade of the mall. All departments actively communicate and cooperate, including shelf placement and commodity placement, and learn from various channels as much as possible and implement them in shopping guides.
Key work planning
1. In order to make up for the deficiency in the window, the design style and materials of the window should be implemented half a month in advance to ensure the normal sampling of the window;
2. Develop ideas and do a good job in the atmosphere design of all aspects of the mall, such as elevators, ceiling switches, signs, etc. Based on humanization and warmth, improve the consumption environment of shopping malls;
3. Cooperate with the mall activities, design the mall activity atmosphere, and ensure the mall activity atmosphere.
Summary:
For the planning department, what has been lacking is cooperation. Through the work of various departments, we will actively enhance the cooperative relationship within the departments and help each other learn from each other. Organize and study various commercial marketing models, understand and analyze the market according to the current situation of shopping malls, improve the accuracy and effectiveness of departmental work, and thus enhance the overall working ability of the planning department.
Shopping mall management work plan 3 1. Improve service quality in an all-round way and implement "featured service". In terms of improving service quality, it is necessary to activate the employee reward and punishment assessment system, carry out standardized management, establish a good and standardized positive and negative incentive mechanism, find a breakthrough in the work, and resolutely ban the wrong practice of punishing employees twice by the commodity department. Grasping on-site discipline is now basically on the right track. It is necessary to master sales skills and commodity knowledge and improve the marketing level, thus helping to improve the overall service level. This year's service aims and standards, as well as what kind of image Guofang Parkson should establish in the eyes of customers, change the service concept and what customers need, are all things we have to do. Guofang Parkson has long been a leader in Lanzhou. Shopping malls are as cruel as battlefields. If you don't sail against the current, you will retreat. If an enterprise wants to develop, it must have the ideas and measures to lead its competitors. Therefore, if an enterprise wants to be in an invincible position in the fierce market competition, it must put commodity brands, service brands and enterprise brands on an important work schedule, upgrade, maintain and develop them, and gradually form Jincheng's well-known and unique "characteristic service" strategy. Therefore, from the fourth quarter of XX to the first quarter of XX, Lanzhou took the lead in advocating and implementing "special service", playing a special service brand, showing the unique service quality and service grade of Guofang Parkson. According to different formats, we provide different services, such as "Do Not Disturb Service" in supermarkets, "Brand Service and Friend Service" from the commodity department on the first floor to the commodity department on the fourth floor, "Friend Service" from the commodity department on the fifth floor and "Skill Service" from the commodity department on the sixth floor, to show the society that we are pursuing high-quality and high-quality services. Achieve the most perfect service that exceeds customer expectations.
2. The Service Office undertook the service skill competition area of the 6th Games of the Company, including knowledge competition, scenario simulation, whole-course fire drill, answering questions on positions that should be known, etc., so as to enrich the amateur cultural life of employees through the competition; For the purpose of job training, in the form of entertaining, improve the quality of employees in each position; With professional quality requirements, comprehensively improve the service awareness and service level of company employees. Show the company's service level (including: the development history of Guofang Parkson, basic knowledge of corporate culture, professional knowledge, etc. )
3. Contact and communication with relevant government departments. Strengthen contact and communication with provincial, municipal and district consumer associations and competent industrial and commercial offices, and maintain good cooperative relations with them, keep abreast of the development trends of the retail industry, and establish a good reputation.
4. Accept and handle customer complaints, and fully safeguard the reputation of Guofang Parkson. In view of the problems existing in the complaints in the first three quarters of XX years, the failure to implement the three-level management system and the escalation of complaints due to other reasons, in the fourth quarter, the floor-level management personnel will be trained in the company's return and exchange regulations, complaint handling skills, excellent case analysis, etc. (since the foreman is mostly a new employee, it is urgent to strengthen training), focusing on standardizing their own reception forms and services.
Taking this as the main goal, we should standardize complaints, reception etiquette, reception procedures, processing results, floor reception, records, etc., so as to receive and handle together, always measure our management level with customer satisfaction, consider and handle problems from the standpoint of consumers, and win repeat customers. Because the current market is "customer satisfaction is a win-win situation".
5. Strengthen the improvement of the comprehensive quality of personnel within the department and improve the company's five service systems. Resolutely implement the recommendations of the chairman's fourth quarter meeting and maintain the stable development of the Head Office. The guiding ideology of promoting the overall promotion of the branch, strengthening communication between departments and eliminating management misunderstandings. On-site inspection is not only to find problems, but also to put forward improvement measures and methods for problems and give timely guidance to departments. In the fourth quarter, the internal training content of the service office is basic knowledge training such as commodity knowledge (wool knitting, mainly to keep warm), consumer knowledge and familiarity with store information. The training method adopts the form of discussion, which makes the training lively and interesting. The discussion results are distributed to the branch departments in written form, and relevant personnel are organized to learn, so as to achieve the goal of synchronous promotion of the three stores. The company's five service systems are personnel management, commodity management, environmental management, promotion management and customer management, among which personnel management is detailed, but the specific standards of the other four management are still relatively empty.
In the fourth quarter, our department will improve the standards of commodity management, environmental management, promotion management and customer management in light of the current specific situation.
6. Follow up the daily behavior norms of front-line management cadres. Fully assist the Group Supervisory Committee to follow up the daily code of conduct of first-line middle-level management cadres in their daily work, take company service as the purpose and management norms as the goal, persist in innovation in their work, and report the problems found in on-site management to the competent leaders in time. All departments will never shirk their responsibilities, strictly enforce the law, forge ahead, set an example, act according to the rules, unite and cooperate, and complete all work objectives and tasks assigned by superiors on time. Change the current bad situation and devote yourself to your daily work. Treat work with a correct attitude. Attitude determines everything, and sincerity creates Excellence. My colleagues and I will continue to work hard to create Guofang Parkson's "special service" and create services with true feelings!