Lead: You should always sum up your personal work. The following is a summary of my home appliance work for your reading and reference.
Summary of household appliances work I. Review of work
1. Continue reading the company's various documents and operating procedures, and learn and understand the company's corporate culture, organizational structure, rules and regulations, operation management, etc. And have a deep understanding of the work scope and operation process of the post, and summarize the work of home appliances. 2. In a short time, I joined the team of this department and successfully participated in the planning, supervision and implementation of various promotional activities in this department, such as: Skyworth's trade-in; Celebrate the teacher's kindness and celebrate the Mid-Autumn Festival; He Siqing and National Day Celebration; New Tang Dian new clothes set sail; Gome reopened its response activities.
3. During the execution of the activity, go deep into each branch to understand the process and effect of the activity, investigate and analyze regional competitors, and timely feedback the promotion strategies of competitors in the same period; He also attended the response meeting of the heads of marketing department, purchasing department and branch company headed by Mr. Tang, and put forward personal suggestions.
4. Sort out all kinds of data, pictures, highlights and shortcomings in the implementation of promotional activities of branches during the National Day, and make a comprehensive, concrete and intuitive summary of the preparation, implementation and follow-up of activities to celebrate the National Day, which has been recognized by relevant leaders and colleagues.
5. In the production of subtitle advertisements during the promotion activities, I suggest that 3D animation effects be widely used to vividly reflect the promotion contents and advantages of our company, so that the audience and consumers can have a new cognitive view of Jiajiale; In the design of various publicity materials, I also gave many innovations and suggestions to make the picture more beautiful, vivid and eye-catching, and better convey our corporate image and activities.
6. Through the audit of the company's early advertising production cost and the investigation and evidence collection of the advertising production market at this stage, the production price of publicity advertisements and promotional materials was re-formulated, which greatly controlled the publicity production cost and saved the company's expenses to a certain extent.
7. Put forward relevant suggestions on creating the atmosphere inside and outside the store and shaping the image of the shopping guide. For example, adjust the layout of the new off-site stage to make it more eye-catching and attractive; It is suggested that five old image cards of Xintang Store should be rebuilt to improve the store environment and better convey the orientation of "brand-new image, brand-new positioning and whole-hearted service" after the renovation of Xintang Store.
8. Organize the theme of our original enterprise feature film (about 65,438+00 minutes) and 30-second image advertising film, combine our current advertising demands, revise and adjust again, and make new proposals on the premise of conveying our business philosophy and employees' mental outlook as much as possible, strengthening our quality service and always being worry-free, and reducing the production cost on the basis of the original price.
9. In order to further promote our corporate image and various promotion policies better, more effectively and at lower cost, enhance our popularity and commodity sales, and optimize market competitiveness, under the guidance of Mr. Tang, our company has written the Public Transport Media Delivery Scheme, and actively coordinated with bus companies to reduce delivery costs.
10, actively and seriously participated in the course training organized by the company, such as Yu Shiwei's Professional Manager and Zhou Rong's Face-to-Face Consulting Sales. And learned a lot of management and sales knowledge, understood a lot of truth, and understood that a large part of the competitiveness of enterprises comes from the competition of knowledge and teamwork. Work summary "Home Appliances Work Summary".
Second, the company's current market environment analysis
(1) Analysis of the surrounding environment of the region: The neighboring household appliance chain predators are approaching step by step, eroding the secondary and tertiary markets. Gome, Suning and Yongle have been expanding in Guangzhou, Dongguan and other regions. The hype of several giants about promotion, price reduction and star-rated services has set off one fierce battle after another in the home appliance industry, which has caused great impact on our regional market and posed new challenges to our operation mode and market competitiveness, forcing us to continuously optimize product structure, adjust price positioning and improve service, reducing our gross profit margin to a certain extent and dividing us.
(2) Analysis of regional market environment:
1. There are tens of thousands in Licheng District: After the replacement of Yinxian, in the face of fierce market competition, a lot of publicity was initially invested in TV advertisements, newspapers and leaflets. Although it has had a certain impact on our company and seized some market share, with the increasingly fierce market competition, the overall situation is not optimistic. A series of negative reasons, such as popularity, commodity structure, similar commodity prices, promotion strategies and geographical location, have led to thousands. Jintiandi: After re-layout and adjustment of commodity structure positioning, the store image was enhanced, the store atmosphere was improved, the advantages of small household appliances, audio-visual products and other series were enhanced, the advertising and production efforts were intensified, and the market near Huanong Group and some rural markets were seized to some extent. Yahweh Vantage Store: With the positioning of professional kitchen and bathroom, rich and fashionable kitchen and bathroom products, reasonable and novel layout, strong kitchen and bathroom brand and factory resources, rapid and perfect after-sales service and brand savings of Yahweh Gas, it has opened up the market, won the recognition of some consumers and seized the share of some kitchen and bathroom products and other small household appliances. Others: Renrenle took advantage of the crowd flow and comfortable shopping environment in the supermarket to steal some customers; Xintai new air conditioner continues to play the advantages of construction machinery.
2. Gome in Xintang District: 10/day, Gome entered Xintang. Although a large number of TV advertisements were invested in the early stage of opening, Gome reopened on 15 due to the delay in renovation and insufficient promotion during the period. On the day of reopening, the popularity broke through and won the support of many manufacturers, but the overall sales situation was not high. The structure and price of goods in the store are basically close to our company, and the advantages of domestic chain stores are not very prominent. In the late opening period, the sales volume was also low, and the form was not optimistic. No matter how to compete face to face in the future, and whether Gome's commodity structure, commodity prices, promotion methods and service contents are the same as our company, after all, domestic chains are backed by strong manufacturer resources, which cannot be ignored. We should always be alert to Gome, follow up Gome, give full play to the resource advantages of our local enterprises, and attack him at an appropriate time. Yongle: On the one hand, Yongle Electric, as a competitor opposite our Xintang store, seems a little tired and tired in promotion this year. Basically, you can't see big promotion actions. Even during the National Day gold promotion, only a few sets of home theater products were displayed outside the venue, and there were no cultural performances. The atmosphere in the meeting room is no different from usual. Then, because of our ultra-low price selling, cultural performances and other promotional activities took the lead, the flow of Yongle people was very small, which was unexpected. On the other hand, although Yongle is a face-to-face competitor of our company, due to its close geographical location, it has formed the position of the largest store in Xintang household appliances industry, which is easy to gather target consumption and has created an intangible advantage for cracking down on Gome. Others: Traditional wholesalers "Rong Feng and Xinzhihua" have also seized some market share by virtue of their more than ten years of operating experience in Xintang and certain customer base and sales network; Xinkelong took advantage of the crowd flow and comfortable shopping environment in the supermarket to steal some customers.
Three. Suggestions on related work.
(1) Marketing 1. Promotion: Now the competition in the home appliance market is becoming more and more fierce. In terms of publicity, we should also use new, strange and good pictures and sounds (TV, newspapers, DM leaflets, advertising slogans, advertising pictures, posters and other publicity media) to attract consumers' attention and narrow the distance with consumers. For the publicity of our company at this stage, I suggest the following: a, TV advertising. Advertising words should be as mild as possible, based on the principles of emotion, conciseness, clarity and fluency. Subtitle advertisements appear in the form of three-dimensional animation, with rich colors and great visual impact. They are different from the blunt propaganda methods of competitors as far as possible, forming a unique propaganda method of Jiajiale, vividly conveying the image and propaganda content of our company and attracting consumers' attention and * * *. B, print advertising. It is necessary to add new elements and creativity to the design and materials of stage background paintings, car body advertisements, newspapers, posters, DM leaflets, banners and other plane publicity materials to make the picture more beautiful and eye-catching; On this basis, DM leaflets, newspapers, cash coupons, etc. In order to make consumption have retained value, it not only better visualizes the content of our activities, but also beautifies our image and improves the visibility of enterprises. C, image films and feature films. Accelerate the shooting and production of our enterprise feature films and 30-second image films, put our image advertisements on TV stations in the region as soon as possible, publicize our business philosophy and quality services, strengthen our public awareness, service image and reputation, seize the opportunity in major home appliance stores, build momentum ahead of time, and establish customer loyalty with service concepts in advance. Play our corporate feature films in stores and other public places, so that consumers can get a zero-distance understanding of the entrepreneurial process, company strength, corporate culture, operation mode, manufacturer resources and other information of Jiajiale, and then pay attention to the growth and development of local enterprises. D, bus advertising. In view of the advantages of public transport media advertising, such as strong pertinence, strong mobility, strong visual impact, high arrival rate, wide coverage, strong intuition and high credibility, it is suggested to put public transport media in order to further promote our corporate image and various promotion policies better, more effectively and at low cost, enhance our visibility and commodity sales, and optimize market competitiveness. 2. Promotion: A. Promotion strategy. Because the promotion strategy of the home appliance industry is basically limited sales and snapping up; Buy in a limited time to create a climax; Gift containment, sales doubled; Advertise in advance and build momentum in advance; Song and dance interaction, pulling climax, etc. And consumers are very familiar with it and can't produce much attraction. Under this premise, we might as well try to develop creativity and set off the festive atmosphere; Cultural marketing, conveying brand connotation; Interactive marketing to enhance brand affinity; Differentiated promotion, stimulating sales potential and other methods have won the attention of consumers in an alternative or relatively novel way. B. create an atmosphere inside and outside the store. To promote sales, it is necessary to gather people's popularity and there will be business opportunities. First of all, according to the scale of the event, we should create an off-site atmosphere such as arches, balloons, stages, colorful flags, gift piles and special price piles to attract passers-by to stop with the most eye-catching position and layout. The atmosphere in the store depends on the reasonable display of superior goods such as special price machines, best-selling machines and gifts, attracting their attention, and then impressing consumers' hearts with value-added and value-added methods; The decoration in the venue should also be adjusted according to the different seasons or festivals, so that customers will feel festive as soon as they enter the store, which will soon stimulate their holiday consumption desire and promote consumption; The image of store staff also needs to be improved, and the training of etiquette and shopping guide ability can be strengthened to improve the overall quality. C. strengthen execution. The branches' implementation of the plan is not in place, so it is necessary to strengthen the employees' understanding of the headquarters promotion plan and their own promotion strategies and skills. No matter how good the scheme is, if it is not implemented in place, the promotion will be greatly reduced and the effect will be difficult to play. D. horizontal alliance. According to different festivals, we can integrate and promote with the partners in the telecommunications, automobile, home, newspapers, TV stations and other industries in the region, and carry out a series of interactive promotion activities with the help of the inherent customer groups accumulated in various industries and other resources such as publicity, venues and corporate image, so as to benefit consumers and attract public attention. 3. Human resources: In order to improve the skills of the marketing staff in the marketing management department, it is necessary to recruit a marketing staff to stay in Xintang to keep abreast of the industry trends and cooperate with the promotion activities of Xintang Store; The level of graphic design also needs to be improved. If the situation permits, we can also recruit a professional designer to reorganize our print advertisements and formulate a design style that meets our own needs.
Attachment: Summary of Home Appliances Going to the Countryside Promoting home appliances going to the countryside is an important measure to thoroughly implement Scientific Outlook on Development, actively expand domestic demand, promote the construction of a new socialist countryside, improve farmers' quality of life, expand rural consumption and co-ordinate domestic and foreign markets. Its purpose is to activate farmers' purchasing power and promote the coordinated development of domestic demand and external demand.
By the end of 20xx, our town * * * sold 849 home appliances to the countryside, with a subsidy of 6.5438+0.5 million yuan.
First, the main practices
1, 20 1 1 year is the supervision period of home appliances going to the countryside. After the county-wide work conference on home appliances going to the countryside, our hospital strictly implemented the implementation plan of home appliances going to the countryside in Yangxian county, with the director of the town finance office as the team leader, and specially deployed manpower as the daily work management organization of home appliances going to the countryside.
2, the use of various media and forms to carry out publicity activities of home appliances to the countryside. Our institute used the opportunity of holding meetings at sales outlets and villages and towns to distribute policies and publicity materials for home appliances going to the countryside to all village groups, posted policies for home appliances going to the countryside and specific procedures for purchasing and applying for subsidies in prominent positions at sales outlets and village groups, and announced the registered sales outlets for home appliances going to the countryside, including 35 posters; Hang a banner1; Establish 1 policy consultation point; Supervise 3 sales outlets for 6 times.
3. Combining strict management with helping enterprises. At the beginning of April, the superior asked the enterprise to completely input the relevant information of the products sold into the network system within 3 days after the products were sold. We trained specially responsible personnel, mastered the operation methods and processes of the system, and conducted business training for the sales outlets in the town.
We also provide business guidance by telephone, door-to-door and other forms to help sales outlets do a good job of information entry immediately. Now all points of sale can input information immediately and accurately. All sales outlets are required to hang three signs, namely, "Designated sales outlets for home appliances going to the countryside", "Instructions for application and subsidies for home appliances going to the countryside" and "Public signs for the price of home appliances going to the countryside", to guide farmers to buy home appliances going to the countryside at designated outlets.
4. Actively do a good job in subsidy declaration and filing. According to the requirements of the Ministry of Finance, the Ministry of Commerce and other departments on printing and distributing the notice and the Interim Measures for the Administration of Subsidy Funds for Home Appliances to the Countryside formulated by the County Finance Bureau, specific requirements were made for the subsidy application procedure, and the subsidy funds were distributed to farmers through the "one card". Since the implementation of this measure, the enthusiasm of farmers to buy home appliances to the countryside has been stimulated, and the sales volume of various outlets has increased substantially.
5. Strengthen the key return visit system for the supervision, supervision and inspection of prepaid subsidies of sales outlets. During the audit, I paid a telephone call back to the farmers who bought more than two sets of the same product one by one, and so far no fraud has been found.
Second, the next step.
In the future, our institute will further strengthen the publicity of the policy of home appliances going to the countryside, and inform the majority of farmers and friends of the party's policies through various forms and means, so as to truly become a household name and make the work of home appliances going to the countryside smoothly carried out in our town.
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