The annual work summary of the marketing department 1 20xx is about to pass. Looking back on this year's work, we have both achievements and shortcomings. While affirming the work achievements, we will put forward improvement measures in view of the existing problems, increase market development next year, strengthen work style, improve work efficiency and management quality, and make due contributions to the marketing department to complete the company's overall strategic objectives next year. Now I will make a simple summary of the work of the marketing department this year, and ask the company leaders and colleagues to review it.
First, data review.
Up to 20xx65438+February 20th, a total of 38 contracts were signed/kloc-0, with a total contract amount of 6.776 million yuan, accounting for 93% of the annual task of 25 million yuan, of which:
1, 1 13 EIA project, with a contract value of 4 1.5 million yuan, an increase of 450,000 yuan over the same period last year. In the EIA project, there are 18 reports, with a contract value of1968,000 yuan, and 95 report forms (registration forms) with a contract value of 2182,000 yuan, respectively, decreasing by 4 copies compared with the same period last year.
2. There are 5 job evaluation projects/kloc-0, with a contract value of 2.366 million yuan, 6 pre-evaluation projects, 844,000 yuan, 3 control effect evaluation projects, 540,000 yuan and 6 status evaluation pre-evaluation projects, with a contract value of 982,000 yuan, respectively, increasing by 18 155 compared with the same period of last year.
3. Occupational health examination project 15, with a contract amount of 2.366 million yuan, environmental monitoring project 15, with a contract amount of 2.366 million yuan, environmental acceptance agency project 15, with a feasibility study report preparation project 15, and environmental emergency.
4. Safety standardization project 15, with a contract value of 2.366 million yuan, and safety hidden danger investigation project 15, with a contract value of 2.366 million yuan.
5. The project with a contract amount of 80,000 yuan 1 is-13. 1 compared with the same period last year.
6. Nine housing appraisal and survey projects with a contract value of 410.8 million yuan, compared with the same period last year, it was-68,000 yuan.
There are 65,438+04 cooperative projects in 20xx, with a contract amount of 65,438+065,438+050,000 yuan, accounting for 65,438+06.9% of the company's total contract amount.
Participated in 20xx 15 bidding projects, of which 10 won the bid, with a winning rate of% and a winning contract amount of 2.366 million yuan.
In 20xx years, we obtained project information 149 items, effectively tracked 14 1 items, and signed contracts 138 items, with a signing rate of 92%.
By 20xx65438+February 20th, the contract performance rate was 82%, and the overdue rate of the project was 18%, which was 30% lower than the same period of last year. After the project started, due to incomplete project information or other customer reasons, 8 project suspension replies (delayed replies) were received.
Second, outstanding achievements.
As a marketing department, it is our duty to base ourselves on our own work and put market development in the first place. With the support and care of leaders and departments, the personnel in the marketing department are growing, expanding and replacing, and we are cohesive. We actively explore new markets and maintain the old ones in a down-to-earth manner. Although the proposed task has not been overfulfilled, the efforts of the marketing department are obvious to all.
1, 20xx In April, with the support of leaders, Hetian Branch and Kuitun Branch of Xinjiang Tiandiyuan Environmental Protection Technology Development Co., Ltd. were established. The establishment of the branch saved the project cost to a certain extent, narrowed the distance with the relevant departments of the district government where the branch is located, and was beneficial to the regional market development of the branch.
2. In the first half of the year, the company signed the gas evaluation project of liquefied air industry. Air Liquide (China) Investment Co., Ltd., a wholly-owned subsidiary of Air Liquide Group in China, formally signed a contract with Urumqi Economic and Technological Development Zone (Toutunhe District) and Yitai Group to invest in the construction of a large-scale industrial gas production device in Ganquanbao Industrial Zone. This cooperation has become an important milestone in promoting the development of the development zone (Toutunhe District). The pre-evaluation of occupational hazards and the evaluation of control effect of this project are undertaken by our company, with a total contract amount of 76.
3. Completed the work evaluation and filing of Aksu, Hami, Altay, Bazhou Safety Supervision Bureau and Corps Safety Supervision Bureau, and became the recommended unit for the safety standardization work evaluation of the Safety Supervision Bureau of the autonomous region, Urumqi High-tech Zone and Development Zone (head area).
4. Completed the annual short-listed inspection of Zhaxi Petrochemical Company, PetroChina Xinjiang Sales Company and TUHA Petroleum Company, completed the short-listed environmental assessment and post evaluation of Karamay Xinjiang Oilfield Company, and continued to handle HSE access and personal access.
5. Initiated 65,438+064 project processes in the company's OA system. At the same time, the project early warning system has been improved, the work efficiency and project performance rate have been improved, and the customer reply system has been implemented for projects suspended (postponed) due to incomplete information and other reasons. (For example, the customer sent a shutdown reply due to incomplete project information, which provided a strong basis for President Liu to defend himself), which strengthened communication with customers and improved the responsibility of the project leader.
6. With the joint efforts of Hotan Branch and Marketing Department and the strong support of company leaders, the environmental impact assessment project of Hotan Beijing Industrial Park was signed, and the company's environmental impact assessment business made a certain breakthrough.
7. In the bidding for housing construction in the resettlement area of the shantytown renovation project of Xinjiang Academy of Agricultural Sciences, the marketing department cooperated with the housing evaluation department to participate in the bidding meeting and won the bid. In 2005, Xinjiang Xinjie Gas Xinjie Co., Ltd. won the bid for the annual project, signed a framework agreement, and obtained the priority of Xinjie Gas Filling Station project.
8. The marketing department is the leading department of the company. With the support and care of the company leaders and colleagues in various departments, the marketing personnel have made certain achievements in growth and team building of the marketing department. We adopt the management form of working log and making our own market development plan (implemented after approval), gradually improve personal business ability and strengthen teamwork, and the ability of marketers to solve problems has been improved.
Third, outstanding problems and solutions
There are many problems in the marketing department in the past six months, both objective and subjective.
1 and the economic indicators for half a year have not been completed, which is the responsibility of the marketing department. In 20xx, it is necessary to formulate a feasible market development plan, increase investment in market development, increase market development efforts, and actively safeguard the old market and open up new markets in a down-to-earth manner.
2. The number of EIA projects is reduced, and its share in the total contract amount of the company is reduced. At the same time, reduce the number of EIA report projects. Most EIA projects are low-level reports, lacking high-level report projects and landmark projects. The job evaluation industry is now in its infancy, and its proportion in the company's total contract amount is rising. This is a good trend, but it reflects the unbalanced work of the marketing department. When developing the market, we should pay attention to subdividing the EIA market, entering the high-end EIA market and deepening the market, especially the big customer markets such as PetroChina and Corps. According to the characteristics of the job evaluation market, the next stage is to broaden the market, expand the coverage of the job evaluation market, take the time to go to the local safety supervision bureau for filing, increase the frequency of customer visits, market research and project tracking in the filing area, and take into account the energy assessment and housing appraisal mapping market.
3. Some old markets have been lost, such as Guanghui Market. Because the work is not careful, big customers are lost and the bidding work is wrong. It is necessary to sum up experience and lessons, take the bidding work of every major customer seriously, study the bidding documents carefully, prepare the bidding documents and analyze the situation of the bidding industry. Look for opportunities and resources for the lost market, admit mistakes and take remedial measures.
4. Marketers still have problems of weak sense of responsibility and lack of energy in their work. The business scope of the company is getting bigger and bigger, but the professional and technical level of the marketing staff has not kept up with the requirements, especially the problem of poor execution: the work assigned by the leaders is not timely and the report is not timely, so the difficulties that cannot be solved by themselves are put aside, and the assessment of the marketing department should be strengthened in the next stage. Divide the market area responsible persons, introduce market development talents, introduce market incentives and competition mechanisms, improve the distribution of responsibilities and rights, speed up the establishment of branches, and establish the professional ethics of "finding projects is responsibility". Constantly give marketers psychological pressure and a sense of work crisis, so that marketers' initiative in work and study is constantly enhanced. The psychology of "being prepared for danger in times of peace" and "rewarding diligence by heaven" is conducive to the improvement of work initiative and work effectiveness.
According to the relevant policies and guidance of the state to the industry, combined with the observation and analysis of the market in the past six months, I think that the market potential of Xinjiang EIA is huge and the prospect is still considerable, but the market competition is becoming increasingly fierce, mainly price competition; In some areas, local protectionism is applied to local EIA enterprises, which requires us to subdivide the market and explore the high-end market of EIA. There is a great market space for job evaluation projects in the early stage of development, which requires us to occupy the market and lay a good foundation for the rapid rise of the post evaluation market in the later stage.
In the past year, I learned a lot, but my work performance was not satisfactory. As the manager of the marketing department, I deeply feel the responsibility of the marketing department, and strive to do the following three things in my work next year: First, in the market development work, continue to carry forward what has been done well in the past 20xx years, improve what has not been done well, strengthen business contact with customers, grasp first-hand information, and increase market development efforts; Second, in project management, do a good job in o a distribution, project statistics, contract filing, and solve problems in time. Third, in team building, we should do a better job in management and serve everyone with more full emotions. While doing a good job, learn other business knowledge and be a "versatile" talent.
Summary of the Marketing Department's 2-year work Since joining Tianfangda Company, the work has been mainly carried out along the ideas of learning to adapt, summing up and mastering, and standardizing innovation. The work of the marketing department is summarized as follows:
First, the daily work of the marketing department is mainly reflected in the following aspects:
1, conference marketing:
A. Significance: By sponsoring the activities and meetings of relevant health check-up associations and institutions, organize similar seminars, enhance brand awareness, show the strength of the company, and at the same time take the opportunity to make product demonstrations to many target groups.
B. Status quo: The company's current meetings include: sponsored third-party meetings, self-organized regional seminars, self-organized meetings to tap the potential of old users, and self-organized investment promotion meetings. Participants in the meeting group come from all departments of the company. Because each member of the company has different responsibilities in the company and has different knowledge, the caliber (especially relevant data) and content of external publicity are sometimes inconsistent. After the meeting, no (or little) work was done to further expand publicity.
C. causes of problems and solutions:
Question 1: the marketing department has not formulated a relatively uniform standard document, which has been recognized by everyone. Everyone's propaganda speeches are sometimes distributed casually, which leads to inconsistent propaganda standards, less publicity and poor authenticity.
Solution 1:
Standardize relevant documents and materials, such as slides for external publicity and demonstration (year of company establishment, number of users, key points of document speech, slide format, etc.). Should be unified)
The key contents of product demonstration, the features of new functions and the benefits brought to the physical examination center should be documented and everyone in the company should master it.
Relevant documents and materials shall be filed in a unified way for the employees and signing agents of the company to consult and learn. (The Marketing Department takes the lead in completing)
Question 2: No (or little) work was done to further expand publicity after the meeting.
Solution 2:
Do a good job of taking photos of each meeting (the person in charge), release the meeting press release and meeting minutes in time after the meeting, and release the meeting press release to relevant websites in time.
Contact the industry media of the same target customer group, and exchange the publicity platform by sharing the target customers. It is best to get follow-up publicity reports from the industry media for free or at a very low cost.
Question 3: Two people in the marketing department don't know enough about the background knowledge of software and physical examination industry, and their professional quality is not high.
Solution 3:
Form a new employee induction training file (the same as the solution 1) for new employees to learn.
Find more industry information, arrange time to strengthen study, communicate more and accumulate more.
2. Network promotion:
A. Website promotion: Enhance brand websites, update content in time, and attract click-through rate through some online forums, industry news or online games.
B. Bidding ranking: (Buy the ranking of Baidu, Google and other websites) Make sure that our related products appear on the first page, which is convenient for the target group to find and improve the exposure.
C. Website connection: connect with long-term partners or physical examination industry stations. Upload the software to the professional software download website for the target group to search and download.
D. Build a blog: When we have enough software to publicize soft articles, build a blog to expand publicity and enhance the image of the company in the theoretical circle in the association.
3. Soft-text publicity: By cooperating with some influential media resources, publish soft-text or hold prize-winning essay-writing activities to expand brand influence and enhance brand image and reputation. At the same time, these softwares can be published on blogs, professional and influential health management websites, and even be used as papers to participate in some associations.
4. Experts speak for you, which can also be called network promotion: by taking photos with experts, or asking experts to make an evaluation of our software, or mentioning our software at some meetings, etc. Use the influence of experts for publicity.
5. Internal publicity of the company: At present, internal forums of the company are used to publicize market activities and meetings. This work has been going on for nearly a week, and the click rate of the forum is still very low. Therefore, the next step will be to appropriately add some contents, such as the list of people attending the meeting, or the places of interest, human geography, etc. where the meeting is located to attract people to log in.
Second, the company can continuously improve.
1, standardization:
A, the specifications of official documents should reflect the strength and image of the company, such as foreign documents, including faxes, should have a unified title.
B, the company often use digital information publicity should be unified caliber.
C. The field names of some departments need to be standardized (when General Sun demonstrated the setting of LIS and Miaoshou interface, some were named in English, and some were named in Chinese Pinyin, which is not conducive to subsequent learning and upgrading).
Step 2 cultivate
A. Induction training for new employees: It takes too long and the cycle is too long, and it is face-to-face training for relevant personnel. Every time a group of new employees are added, it will consume a considerable amount of training time for managers, and new employees can not understand much when they attend a training in the company.
Suggestion: Make a new employee induction training file, from the company's development experience to the present achievements, from the industry background to the operation and use of software, from the main division of labor of each department to the specific work of this department, and form a document and send it to new employees for learning.
The content of face-to-face training can be simplified as the general manager's explanation of corporate culture and personal encouragement, and the department head should lead new employees to understand key issues.
B. On-the-job employees' follow-up training: experts can be invited to teach in the company, or department managers can be sent to attend classes on Saturday and Sunday to improve the theoretical knowledge and professional ability of on-the-job employees.
C, professional ability training: reading is not as good as attending classes, and the effect of attending classes is not as good as practicing by yourself. You can try to hold simulation drills in several departments on Saturday, and most employees of the company will participate. On the one hand, you can exercise your courage, on the other hand, you can find your own shortcomings and help improve your ability.
3. Human resources
A, job responsibilities and quality ability requirements can be improved as much as possible, and the job performance and personnel quality requirements of each department can be completed by the department head, so that in the future recruitment process, the general manager does not need to do it himself, and it is ok to hand it over to others for screening according to the job responsibilities.
B. Recruitment: You only need to hand over the job of interviewing employees for the first time to others, and then hand it over to the general manager or department head for final screening and summary when you find someone who meets the job requirements. The general manager has many things to make decisions or think about the future development of the company, and some things are gradually authorized.
C. Who will complete the initial interview: Manager Chang can shoulder the burden of human resources after gradually quitting the call center, and the initial interview can be held by Manager Chang (or the head of the employing department).
D. final decision: the person in charge of the employing department had better make a decision together with the general manager.
Department future development plan
1, department structure:
Brand product manager
marketing manager
Brand product manager
Manager assistant
The department will increase 1~3 employees in 20xx, mainly depending on the brand development speed of the company, as follows: when the new brand is officially promoted, brand managers of the new brand will be added, each brand manager will be responsible for the marketing activities of a brand, and an assistant will be added when appropriate.
2. Responsibilities:
Marketing manager:
job description
Department: Marketing Department Position: Marketing Department Manager
Job responsibilities:
1, formulate the annual plan of the department, improve and standardize the work flow and system of the department.
2. Responsible for the daily work of the department (including conference marketing, network promotion, software promotion, expert representatives, internal publicity of the company, etc.). ), and coordinate communication with other departments.
3. Be responsible for the recruitment, training, motivation and assessment of personnel in this department.
4. Be responsible for the investment promotion of various meetings.
5. Actively participate in the formulation of the company's brand development ideas and planning schemes, and coordinate the implementation of the schemes.
6. Collect competitors' information, comprehensively compare the advantages and disadvantages, and put forward systematic competitive ideas.
7. Complete other temporary affairs assigned by the company.
Qualities that should be possessed:
1, logical thinking ability
2, planning deductive ability
3, (written and oral) expression ability
4. Executive ability
5. Learning ability
6, communication and coordination ability
7. Attraction
8. Responsibility
9, can adapt to long-term business trips
Brand manager:
job description
Department: Marketing Department Position: Brand Manager
Job responsibilities:
1. Make the annual brand plan and strictly implement the department's work flow and system.
2. Responsible for the implementation of all kinds of meetings, as well as the preparation, coordination, participation and summary of meetings.
3, responsible for brand network promotion, website related content (data) updated in time.
4. Responsible for publishing soft articles and actively establishing and maintaining relationships with various associations, media and experts.
5. Actively participate in the formulation of the company's brand development ideas and planning schemes, and coordinate the implementation of the schemes.
6. Collect competitors' information, comprehensively compare the advantages and disadvantages, and put forward systematic competitive ideas.
7. Complete other temporary affairs assigned by the department.
Qualities that should be possessed:
1, (written and oral) expression ability
2. Executive ability
3. Learning ability
4. Communication skills
5. Responsibility
6, can adapt to long-term business trips
Assistant manager:
job description
Department: Marketing Department Position: Assistant Manager
Job responsibilities:
1. Complete the sorting and filing of departmental materials and documents.
2, responsible for collecting all kinds of sponsors, media resources, expert association information, and improve the corresponding database table.
3. Responsible for daily communication with foreign partners.
4. Responsible for all kinds of investment promotion meetings held by the company.
5. Complete other temporary affairs assigned by the department.
Qualities that should be possessed:
1, (written and oral) expression ability
2. Executive ability
3. Learning ability
4. Communication skills
5. Responsibility
6, computer office software operation (especially EXCEL) should be very skilled.
3, the department's future development plan
At this stage, the marketing department is now a "spending money" department, and its own meetings are effective, but the sponsorship fee received is very low, which is not enough to offset the cost of the meetings. The main reason is that such activities are held in the name of companies, which are too commercial, and some companies are unwilling to spend a lot of money to sponsor them.
In addition, in next year's plan, we will also increase the marketing activities of the' Yitong LIS' brand, which will increase a lot of conference expenses.
Therefore, those of us who have some conference experience should make full use of the existing database resources, so that the "spending money" department of conference marketing can be transformed into the "making money" department of conference training, and on the basis of ensuring the publicity effect, we can reduce the cost and increase the income as much as possible.
Future "profit" plan of marketing department;
Around the same target customer, we will form a stable cooperative relationship with upstream and downstream manufacturers with non-competitive relations in strategic relations, contact some associations and institutions, recruit specialized conference marketers, give full play to the value of the target customer database, make money by holding conferences, and finally achieve the goal of promoting conferences at zero cost.
Summary of Marketing Department's 3-year work 20xx years will soon pass, and some gains have been made. Near the end of the year, make a summary of the work of the marketing department. The purpose is to learn lessons and improve performance. We are confident and determined to do a good job in market development in 13.
I. Year-end Summary of Marketing Department
Tricolor Marketing Department was established in early February. As the company's marketing methods other than store operation haven't formed the reference rules and regulations, marketing strategies, market expansion methods and product price training system, the initial stage (the first week) is mainly to establish the marketing department, establish and improve the departmental mechanism, and get familiar with the company's product price system.
Team building; Detailed national marketing center planning, performance appraisal standards for sales staff, sales salary system, annual work plan, team culture, etc. Be worked out. Because the recruitment of sales staff in the company from June to February in 5438 was not ideal, the formation of the sales team in the marketing department encountered great problems. At present, the marketing department has organized 1 manager, 1 account manager and 1 network promoter, and the team building plan of the marketing department has only been completed by 20%.
Market expansion; In February 65438, the Marketing Department visited Xinle Shang Hui District, Leijie Home Plaza, 102 National Road, Nadanbao Business Circle and Pedestrian Street Business Circle. Customers visited more than 500 times, including 50 customers in need. 10 contracted customers. Among them, there are two second-level business development projects of National Highway 102 (the total contract amount of fish parts is 8 10 yuan, and the contract amount of Dongmen Hotel is 140 yuan), and the other eight are business development projects of the marketing department. In June 5438+February, the total performance of the marketing department was 20 109 yuan, Liu Chunyu was 16020 yuan, and Men Yukun was 4089 yuan.
Sales performance is not ideal. 102 although there are objective factors such as information statistics, customer confirmation, renderings design, coordination of bidding office and weather, the main problems existing in the marketing department are:
1. The product knowledge and price system are not familiar enough, so it must be strengthened in 13.
The improvement measures are as follows: internal training, product system analysis one by one, and case alignment. At the same time, the general manager's office regularly conducts detailed product and price training for applicants.
2. The account manager's work intensity is not enough, and he lacks thinking ability, goal and time management ability.
The improvement measures are as follows: from 2003 1 month 65438 to 2003 1 month, the marketing department carried out the established marketing plan to the letter, intensified its work, and required every member of the marketing department to break down the performance target to every day. The daily work progress reflects the performance target, the number of intended customers, the number of required customers and the number of customer visits, and the marketing will be carried out in strict accordance with the daily work plan. If the target plan is not completed on the same day, it will be doubled the next day. If the target plan is not completed for one week in a row, it will sponsor the 50 yuan Growth Fund.
3. Personal temperament and quality need to be improved.
The improvement measures include: increasing the training of internal business etiquette and communication skills, and conducting one-on-one drills after the training. Due to the cold weather in winter, it is impossible to unify formal attire. When the temperature is suitable, all members of the marketing department are required to wear leather shoes and trousers. (It is recommended to wear a badge for the dress).
Two. 20xx Overall Work Plan
In next year's work plan, we will focus on the following tasks:
1) Establish a sales team that is familiar with business, high-quality, efficient and relatively stable.
Talent is the most valuable resource of an enterprise, and all sales achievements come from having an excellent sales team. Establishing a cohesive, effective and high-quality sales team is the foundation of an enterprise. Set up a harmonious and efficient sales team as a major task for next year.
2) Improve the organizational system of departments and improve the quality and professional ability of personnel.
13 years, I hope to get strong support from the company and the personnel department and complete the recruitment of sales staff in the marketing department as soon as possible. The purpose of training salespeople to find and summarize problems is to improve their comprehensive quality, find and summarize problems in their work and put forward their own opinions and suggestions, so as to raise their professional ability to a new level.