Three papers on the work plan of the marketing department

Time flies, and we will face the new year's work challenges. Make a plan for the smooth development of the new year's work. The following are three sample articles about the work plan of the marketing department that I share with you for your reference. You are welcome to read them.

? Model essay on work plan of marketing department

? I am doing real estate sales in the company, and the sales in the first few months were not particularly good. Although they all meet the minimum performance standards required by the company, and I am also influenced by some family reasons, as an old employee who has been immersed in the real estate sales industry for many years, such performance obviously does not meet my own requirements, nor does it meet my own career development plan. Moreover, in recent months, due to the decline in performance, the commission is much less, and the pressure to repay the mortgage is great, so I think it is necessary and necessary for me to make a detailed plan for the work in April to make my sales work better. The specific scheme is as follows.

? First, the sales target

? 1. Because the sales situation in the first few months is not optimistic, my knowledge barely meets the minimum requirements of the company, and then I can't handle my personal affairs well in April, so I can set my work goal higher in April to make up for the losses in the previous months as much as possible, so I plan to sell xx sets of real estate in April and rent out xx households.

? As a salesman, I need to know the market of the products I sell very well. Therefore, in April, I must constantly learn more about housing, in order to provide better customer service, let customers know more about housing and know more about consulting, and use the market turmoil to stimulate customers' desire to buy houses. Of course, in this industry, we must pursue truth and not deceive customers. Knowledge can help customers make judgments that are beneficial to our sales through their own understanding of the industry market and information.

? Second, the personal sales growth plan

? 1, because there are many problems in my life and work in the past few months, and my sales performance is not good, so I'm going to make a work summary at the end of every day in April, and always make a big summary every week, so as to better analyze my performance at work, promote my understanding of myself and correct problems in time.

? 2. Do your own image work before going to work every day and show your best side to customers.

? Visit customers more every day on the basis of company regulations, so I plan to call customers more in April to keep in touch with them.

? 4. Correct your work attitude. As an old employee who has been mixed up in society for many years, his performance in recent months is very problematic, and things in life and work have not been handled well, which leads to the interaction between the two, which is very wrong. In April, I will reflect on myself and correct my attitude. Things in life can't be brought to work, which can reduce the influence of private affairs on work.

? April is a new beginning, and I want to face it with a new look!

? Model essay on work plan of marketing department

? I. Review and prospect

? In 20xx, the company established the marketing department, which was a major change for the company to explore a new management model. But after a year, the marketing department has become a chicken rib, which is tasteless to chew and a pity to abandon; In addition to doing a lot of specious marketing activities, the marketing department has increased a lot of direct or indirect expenses, which seems to be of little help to the market. However, with the support of the company's top management and our continuous learning, we also explored our own way of survival and development in the next few months, and made continuous progress in the company's various market activities and the company's resource integration process.

? Second, the working ideas

? 1, define the work content.

? First of all, let the marketing department quickly change from the role of surrounding the sales department and acting as the background, get rid of the transactional office functions, and truly give the marketing department basic post functions such as strategic planning, strategy formulation, market research, product development, etc., and plan and guide the market operation with consumer demand as the center and according to different market environments.

? 2. Static marketing

? The implementation of resident market is not only the training and promotion of marketers themselves, but also the personal service for front-line business personnel. Only when the marketing department provides this kind of close-fitting, consultant and coach-style whole-course tracking service can the marketing department completely change the one-sided view of front-line personnel. (This working strategy needs to be implemented under the condition that the marketing department has loose and redundant discretionary working hours and reasonable staffing. )

? Marketing station must complete six aspects of work:

? A, through comprehensive research, find market opportunities, and come up with targeted marketing plans;

? B, collect information on competitive brand products and activities, capture market consumption demand and put forward new product development ideas in combination with industry development trends;

? C, guide the market to do a good job in terminal standardization construction, and promote the healthy and stable development of terminal stores;

? D, formulate and organize the implementation of the promotion plan, check the implementation of marketing, expenses and policy use, and report the situation in time.

? E, timely and comprehensively publicize the company's policies, and enhance the combat effectiveness of front-line personnel; Formulate targeted employee incentive plans in different periods to improve the enthusiasm of employees and further enhance the competitiveness of the company;

? F, collect and sort out bright cases in market practice, pay attention to summing up methods and experiences, and recommend replication to the market in time;

? 3. Combine with the sales department, and the operation department cooperates with each other to promote the promotion. The marketing department should really play its role in the front line of the market. In addition to adjusting the positioning of the marketing department and improving its own service level, it also needs the support and cooperation of the front-line departments. If it is not recognized and effectively implemented by the front line of the market, even the best plan will eventually be a dead letter. The brand team consists of the directors and backbones of the marketing department and the sales department. The marketing department determines the activity planning scheme, and then the brand team members express their opinions, mainly their own opinions and suggestions for improvement. The marketing department is responsible for adjusting the scheme that needs to be further revised and improved; For the scheme discussed and adopted at the meeting, the general manager's office finally confirms and implements it, and submits it to the sales department for implementation. The brand team is responsible for tracking the implementation progress and effect. The attitude and practice of the company determines whether the marketing department can achieve harmony with the sales department.

? Brand team plans to accomplish the following tasks:

? 1. Standardize the brand image of terminal stores. From April to May, 20xx, formulate unified store image standards for Jiajiazhi chain stores, including store display specifications, music playing (music in different seasons and festivals), unified service etiquette of Jiajiazhi, and usage specifications of terminal promotional materials of Jiajiazhi, so as to facilitate the unified standardization of Jiajiazhi chain stores;

? 2. Store audit management system The store inspection team is composed of brand team members and members of the general manager's office, and a store inspection system is established to conduct irregular inspections on the standardized contents in the first item above. The inspection results are included in the performance appraisal of the store manager and responsible employees, which helps the company to establish a unified terminal image and manage and maintain the brand image in the later stage;

? Brand team composition:

? Team Leader: Marketing Manager, Deputy Team Leader: Director of Operation Department.

? Consultant: Deputy General Manager

? Head of executive team: sales manager.

? Team member: store supervisor

? Remarks: All standards and regulations are formulated by the whole brand team through consultation and implemented for a long time after being approved by the general manager's office. In the later stage of store operation and management, every time a brand team member comes to the store, it is an audit process, and the audit content is as above. During the audit, the store manager and the person in charge will score on the spot according to the audit content (all standards and regulations will be accompanied by the corresponding inspection form and scoring standard), and finally the store manager and the person in charge will sign on the spot to confirm the rewards and punishments.

? Third, the management team

? 1, reasonable staffing:

? The market information manager is responsible for market research, information statistics and market analysis; Assist in implementing related brand promotion activities.

? B a planner, responsible for new product promotion planning, promotion planning, advertising language refining, data sorting; Formulation of publicity plan, etc. ; . A C designer is responsible for the design, documentation, distribution and supervision of the company's daily publicity materials.

? D customer service specialist is responsible for the company's daily online and offline business consultation, complaint acceptance and customer information management of bulk business. At present, the first three tasks of the marketing department are completed by the marketing specialist and the newly-appointed marketing manager. Marketing work is limited to passive response, and the responsibilities of the leading department that the marketing department should realize are not well taken on its own initiative. In addition, the indirect staff of the marketing department in 20xx was insufficient, and many work of the marketing department was limited to some extent. In 20xx, I hope to complete the strategic planning role that the marketing department should play in terms of reasonable and perfect staffing.

? 2, give full play to the potential of personnel, and emphasize process control and final effect in the work.

? 3. Carry out the work of this department in strict accordance with the requirements stipulated by the company and the marketing department, strive to improve the management level, and make the marketing department gradually become an executive team.

? 4. Coordinate departmental functions and actively provide services for all branches.

? 5. Staffing costs increased (staffing increased by 2 people)? 3,600 yuan *2 people * 10 month (3- 12 months) = 72,000 yuan.

? Fourth, market analysis and market research.

? 1, fierce competition

? In recent years, the company's colleagues have worked hard in production and operation, which has achieved fruitful results and laid a solid and rapid production.

? Operation and management experience, established a terminal chain store with certain customer resources, which laid a solid foundation for the company to further explore the market. The company has always been positioned as a terminal community file service, and product sales and store location are in line with the company's business positioning. However, due to the large-scale development of some brands in the same industry and successful marketing methods, as well as the increasing operating costs of the company (raw material costs, labor costs, water and electricity costs, etc.). This year, it is more and more difficult for well-known brands to advance in the market competition.

? 2. Integrate resources

? Our company has been based in Shenzhen for 23 years and is one of the earliest bakers in the regional baking industry in Shenzhen. For a long time, we all know that brand management is based on local traditional brands in Shenzhen, and the advantages of traditional brands have also successfully entered the minds of Shenzhen community consumers. The company also has a strong talent advantage, focusing on a number of outstanding talents in scientific research and development, sales and public relations, enterprise management, finance, law and other aspects, which provides a guarantee for the company's development and market development. As a well-known post-development department, the marketing department has not achieved remarkable results in the middle of 20xx. After only one year's struggle, the marketing department began to move from passive to active, and it is easier to cope with market changes and market changes, and will occupy a dominant position in later activities.

? V. Brand promotion

? After years of market operation, the company's products have certain competitive advantages in the regional market suitable for their own positioning. In order to be able to communicate,

? Quickly and effectively expand the market share of our products and achieve long-term development. In 20xx, we will focus on the company's development strategy, and systematically plan the brand promotion strategy from four aspects: product brand image, product positioning, market network construction and market promotion.

? 1, brand image

? Want to build? Everybody knows? Shenzhen brand for 20 years? It is suggested that all series products of our company use this brand uniformly. Different types of series products adopt different packaging strategies. (except for special markets) Strengthen home knowledge on all product packaging? Shenzhen brand for 20 years, highlighting product characteristics? Fresh, delicious and healthy? ; Unify the company's store signs and terminal display images to give consumers a unified visual effect of brand chain; Develop a unified advertising template, strictly review advertisements, resolutely put an end to products that are wrong in design and do not meet the company's requirements, and conduct relevant patrol maintenance on store promotional materials from time to time. In 20xx, the marketing designer will undertake the responsibility of store image management and maintenance, regularly inspect the store image, and be fully responsible for the terminal store image (reviewed by the marketing department and reviewed by the general manager's office).

? 2, product positioning

? According to the current market situation, with the upgrading of products, the introduction of new series of products and the change of sales areas, in order to improve the competitive advantage with similar products and expand market share, it is suggested to gradually adjust product prices while ensuring profits, and adopt the strategy of medium and low prices to increase product competitiveness; At the same time, in order to further deepen the brand influence and competitiveness of Jia Jiazhi, we plan to build Jia Jiazhi's brand products (fist products) throughout 20xx, enrich the types of fist products, and go all out to promote Jia Jiazhi's brand products (product promotion, shop assistant encouragement, printed matter promotion and network promotion) throughout the year, so as to finally build Jia Jiazhi's unique brand products and enhance the brand and product competitiveness.

? Based on the research results of product development, listing and sales of competitors in the same industry, lead the company's product development and development direction, regularly market new products, eliminate the original products with poor sales, and ensure the sales competitiveness of well-known products. (For specific product research directions, please refer to the 20xx market research system. )

? 3. Network construction

? Sales channels are intangible assets of enterprises. After years of market operation and the initial formation of the network, network construction will still be the key work of the company's future development. Efforts should be made to strengthen the construction of network channels, actively improve and update network channels, and make the sales network more stable. Further develop the promotion channels of WeChat and Weibo, enrich the content of online publicity activities, make online promotion more extensive and effective, and expand the scope of market competition. In view of the development of Weibo WeChat outsourcing in the second half of 20xx, we continued to manage and operate Weibo WeChat platform in the form of outsourcing in the first half of 20xx, and promoted these two platforms relatively professionally.

? The operation of group buying channels in 20xx will also be a major focus of the marketing department. In view of the shrinking of the group buying market in 20xx and the operation of well-known group buying, the promotion of group buying in 20xx will adhere to multi-order (at least three orders) uninterrupted online group buying (ensuring sufficient group buying channels), do a good job in checking the reception service of group buying in stores, and insist on timely replying and solving group buying comments, which not only ensures the benefits of group buying, but also makes early planning for the online promotion of well-known brands.

? In the last quarter of 20xx, we all know that Weibo WeChat public platform was managed in the form of outsourcing, but the initial effect was not satisfactory (mainly due to the lack of a solid fan base in the early stage; Network promotion positioning is not systematic; The annual outsourcing management fee is 65438+20xx yuan/quarter, and the estimated annual outsourcing management fee is 60,000-80,000 yuan.

? 4. Customer service reception desk

? Customer service is the link between the company and customers. Maintain customer resources, prevent customer turnover, and provide quality product follow-up services. It is necessary to actively publicize the purpose, services, ideas and products of the company's brand management among customers, and also to learn and coordinate customers' suggestions, needs and complaints, so that both parties can achieve mutual benefit, coordinated development, harmony and win-win in cooperation, ensure the unified and formal service of the company's brand to the outside world, and let the company develop under the guidance of consumers, which is a strong mass consumption foundation for the growth of the company's brand.

? In 20xx, in order to focus on the development of the company's brand culture and standardize the company's brand management, it is necessary to pay attention to the suggestions of consumers and the public's cognition of the company's brand. The special customer service specialist will record the suggestions, demands and complaints of consumers on the brand management of the company, and pass the contents of consumer complaints to relevant departments on the day of complaints. Relevant departments will handle relevant complaints within 12 hours, and the customer service specialist will reply to the consumer within 36 hours at the latest to solve the consumer complaints.

? 5. Marketing

? In 20xx, the marketing work was basically zero, mainly because there were too few opportunities for the marketing department to seek foreign cooperation.

? External visits and cooperation. In the middle of 20xx, the marketing department will focus on arranging visits to understand the external market. In view of the lack of external marketing cooperation in 20xx, the marketing manager of the marketing department will arrange external research and external cooperation negotiations more emphatically, and strive to sign long-term promotion cooperation with one company every quarter (* * * four companies, including brand promotion and business promotion, etc.). ).

? 20xx's marketing projects mainly focus on new product release, channel recruitment, media communication, marketing activities, integrated marketing, sales public relations and so on. Among them, on the basis of xx, we will add four sections: channel recruitment, media communication, integrated marketing and sales public relations, and plan to launch the company as a traditional brand in Shenzhen, spread the brand connotation to a wider scope and expand everyone's brand influence. And through channel recruitment, sales public relations and other means to help stores seek more business partners, to help improve store performance.

? The marketing expenses are estimated to be 8- 1.5 million yuan.

? Work progress of intransitive verbs

? Conventional node promotion activities are omitted here.

? The first section:

? 1, determine this year's advertising strategy (daily promotion of fist products).

? 2. Make an activity plan according to the market situation.

? 3. Do a good job in establishing market information and customer files (market research).

? 4. Formulate marketing strategy and implementation direction.

? 5. Implementation of promotion scheme for membership card/shopping card.

? 6. Start the xx-year market research system (complete the macro market research around the store and the business research of competitors around the store).

? Section 2:

? 1. Plan and launch the brand promotion of promotional activities in the second quarter.

? 2. Cooperate with the company to launch the market

? An activity.

? 3, combined with the market situation of each branch to do a good job of stagnation marketing.

? 4. Formulation of Mid-Autumn Festival marketing plan and preparation of related work.

? 5, quarterly fist product promotion activities.

? 6.xx The second wave of market research (general consumer behavior survey in stores and related product information survey of our company).

? 7. According to the company's brand demand, implement the brand media publicity plan and implement it accordingly.

? Section 3:

? 1, Creating Mid-Autumn Store Atmosphere and Implementing Mid-Autumn Marketing Activities.

? The new birthday cake is on the market this year.

? 3. The summer shop promotion activities were implemented.

? 4. Plan and implement the promotion of mass products in peak season.

? 5, combined with the launch of fist products to develop and implement the third quarter promotion activities.

? 6. The third wave of market research in 6.xx (other topics of market dynamic investigation).

? 7. Shooting and production of the company's promotional film.

? The fourth quarter:

? 1. Complete the promotion activities of regular nodes.

? 2. Summarize and analyze the results of one year's market research, and formulate the development strategy and direction of the company and marketing department in xx years.

? 3. Formulate and implement the promotion activities of members years ago.

? 4. Make a summary of the work in the whole year and make a plan for the work in the coming year.

? Seven. Allocation of resources

? 1. Marketing funds shall be arranged by the marketing department as a whole and implemented after strict examination by the general manager's office.

? 2. The sales promotion, new product promotion and market cooperation promotion activities of each branch shall be reported to the operation director for approval, and then coordinated by the marketing department.

? Eight, the market cost budget (omitted)

? /kloc-The marketing expenses in 0/4 year increased by about 72,000 yuan on the basis of the original 20xx year;

? The outsourcing cost of network promotion (Weibo WeChat) is 60,000-80,000 yuan;

? The marketing expenses are estimated to be 8- 1.5 million yuan;

? Market research project cost 1- 1.5 million yuan;

? The cost of other projects has not changed much compared with that of 20xx.

? It is estimated that the annual market cost in 20xx will increase by 22.2-365,438+0.7 million yuan.

? In view of the characteristics of xx company's market expenses (no annual and monthly market expenses budget, excessive temporary expenses and no control over the company), in 14, the marketing department should apply for monthly market expenses according to the monthly market sales situation, and after being approved by the general manager's office, the marketing department is responsible for overall controlling the monthly market expenses. For example, if you apply for a store demand marketing activity, the marketing department will examine and approve it as appropriate according to the use of market expenses, and be responsible for and supervise the results of the store activity.

? Model essay on work plan of marketing department

? With the completion of xx Shopping Plaza, the marketing department always thinks that? The company has clear strategy, accurate positioning and correct decision-making? With the development, adjust the business marketing mode suitable for the development of China market at this stage, and quickly determine the most suitable marketing concept. Job analysis, marketing department of Wanda Shopping Plaza, mainly responsible for planning the strategic objectives of shopping malls. Shopping malls are like battlefields? Predict the development trend, judge the needs of target customers, and analyze the strategies of competitors and potential competitors. Including advertising, public relations activities, promotional activities, lectures and exhibitions, as well as the production of online materials, printed materials, audio-visual materials. Normally, they don't have much contact with scattered customers, but they stare at a target customer? Group? To do the work, to stimulate their potential needs. Therefore, in next year's work plan, the following work will be carried out.

? I. Analysis of Main Competitors

? At present, the sales of major shopping malls in our city mainly rely on creating various forms of activities to make profits and attract consumers, so as to achieve the purpose of guiding consumers' consumption and promoting their own sales. As far as we are concerned, the analysis of the market is the most important. How to grasp the market development trend, stand out from many businesses and activities, attract more consumers, create more value and win by surprise is very important. It is also the focus of our work in 20xx.

? Last year, we focused on the national business model, and the Dalian Wanda model inspired us deeply. We also learned through the internet and telephone consultation that Wanda's overall planning was not done by themselves, but entirely by Dalian Exhibition Company. 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 resources * * * Shopping Plaza gradually transforms into a service-oriented commercial complex in marketing planning; Meichen's original investment will be greatly reduced and all will be leased. Their planning scheme is deeply inspired and worthy of our study and reference.

? At this point, our marketing department has begun to learn and implement the "business 4T marketing theory". We reorganized our 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 for 20xx years. And always pay attention to the development trend of Dalian Wanda and make adjustments immediately. 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 the 20xx strategic plans to develop members, promote membership cards, and constantly promote customers to become a part of Shenyang Joy City family through related activities, and membership cards will also be reflected and used in various activities next year.

? Second, advertising public relations

? 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. Judging from the effect, it does have a certain effect. However, as the mainstream media, it lacks the ability to establish an image 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 they are not fully displayed? Advertising image promotion? The role of. 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, launching large-scale cultural theme exhibitions and other public welfare activities, and enhancing the status and popularity of shopping malls 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 an in-depth analysis to ensure that the advertising media selection plan is finalized and implemented before March 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;

? 4. Publicize the new round of large-scale cultural tour activities of this shopping plaza in 20xx year on the Internet.

? Third, the image of the sales area of the shopping plaza.

? Taken together, the image of the sales area of shopping plaza generally includes window, internal atmosphere layout, commodity display and so on. Among them, frontispiece, as an individual, its window is equivalent to a shopping plaza, which is not mature in design and collocation, and plays a great role in attracting consumers. In the new year, we will combine the actual exercise, delve into the window and make up for the weaknesses.

? In the new year, the interior of the shopping plaza is arranged around the annual cultural theme, creating value space and real feelings worthy of experience 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 shopping plaza. 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, design all aspects of the shopping plaza atmosphere, such as elevators, ceiling switches, signs, etc., based on humanization and warmth, combined with culture. , improve the consumption environment of shopping malls;

? 3. Cooperate with shopping mall activities, design the atmosphere of shopping mall activities, and ensure the atmosphere of shopping mall activities.