How to write the annual work plan of the marketing department

Whether it is an organization or an individual, no matter what you do, you should have plans and arrangements in advance. With a work plan, the work will have clear goals and specific steps, which can coordinate everyone's actions and enhance work initiative. Here the editor will share with you some annual work plans of the marketing department, welcome to read!

Annual work plan of the marketing department 1

(1) Segment the target market and vigorously carry out multi-level and three-dimensional marketing promotion activities.

The customers that the __ department is responsible for can generally be divided into four categories, namely cash management customers, company non-loan accounts and electronic banking customers. Combined with the development goals for the whole year, we insist on being market-oriented, customer-centered, and account-based, focusing on the big and not the small, and adopting the strategy of “ensuring the stability of big customers, striving to transform small customers, and actively exploring new customers”. Formulate a detailed marketing plan and carry out a series of media publicity, outlet sales, large-scale product promotion meetings, key customer door-to-door promotions, organization of bidding and centralized marketing activities throughout the company to form a continuous marketing offensive. Consolidate the cash management market position. We will continue to promote cash management services in a hierarchical and in-depth manner and strive to increase the customer value of our products. It is necessary to expand market influence by focusing on key customers and enhance the brand effect of cash management. All banks and departments must investigate key customers, large industry players, and group customers within their jurisdiction, conduct in-depth analysis of their operating characteristics and models, design practical cash management plans, and proactively conduct marketing. Explore deep-seated needs of existing cash management customers, solve existing problems, and improve customer contribution. This year we strive to add 185,200 new cash management customers.

In-depth development of the company’s non-loan household market. Small and medium-sized enterprises without loan accounts are also our bank's basic customers and provide an important source for the development of asset business and intermediary business. In XX, based on the theme marketing activities of "Hongye Settlement" for small and medium-sized enterprises last year, we summed up experience, deepened marketing, and enhanced marketing effects. It is necessary to maintain the quantitative growth of the company's corporate loan-free customer marketing and focus on improving quality; it is necessary to optimize the structure, increase the proportion of high-quality customers, reduce the financing cost rate, and increase the sales of high value-added products. We must focus on the company's account opening marketing without loan accounts and strive to expand market share. It is necessary to strengthen the maintenance and management of the company's non-loan accounts, conduct in-depth analysis of their settlement characteristics, carry out full-product marketing, and expand our bank's settlement market share. In __, efforts will be made to open 358,001 new corporate settlement accounts, with a net increase of 272,430 settlement accounts.

Do a good job in marketing and maintenance of large system users. In view of the current situation that some town and district financial offices in the city have not opened accounts with our bank, we have mobilized various resources for marketing to strive for full bloom. And take advantage of this opportunity to launch a marketing offensive to other government branches in various towns and districts to strive for a larger share of deposits. At the same time, we have listed and subscribed for more than 10 key customers such as large and medium-sized enterprises, enterprises, the world's top 10, the top 8,000 tax payers, and the top 7,334 import and export companies, targeting target customers from other banks and conducting key research. Free official documents,

(2) Strengthen service channel management and carry out in-depth the "Settlement Quality Service Year" activity

Customer resources are the company's most important resources, and corporate customers are the company's high-quality customers and customers. Potential customers should use the corporate unified view system to further embody personalized and diversified services on the basis of comprehensively providing high-quality services. Three channels must be established:

First, in accordance with the requirements of the head office “The settlement and cash management department of the second-level branch shall be equipped with at least 3 account managers; each corporate business outlet (including comprehensive business outlets) shall be equipped with at least 1 account manager according to the business development situation, and outlets with relatively rich customer resources shall appropriately increase the number of account managers. "Coordinate," build a high-quality marketing team.

The second is to strengthen the construction of physical outlets. At present, due to the variety of corporate settlement business methods and differences in company management models, the most commonly used by corporate customers is still It is a counter service channel. Our bank should strengthen the construction of outlets and fully consider the business needs of corporate customers in the renovation of VIP financial management centers to meet the needs of customers. Each branch should formulate detailed marketing guidelines for corporate business at different outlets. The business provides guidance on the service content, service requirements, service behavior standards, service procedures, etc.

The third is to expand electronic banking business channels and expand the proportion of off-the-counter business. While continuing to "enclose the land" to expand market share, it must also "work intensively" to expand hierarchical target customers.

All branches should fully pay attention to and make use of the target customer list issued by the branch, carry out marketing work in a focused and targeted manner, and occupy an absolute advantage in the high-quality customer market. At the same time, we should do a good job in customer service and in-depth marketing. By establishing an electronic banking ledger for corporate customers and using it as an important basis for customer support and services, we can promptly solve problems encountered by customers in using our electronic banking products, and recommend new electronic banking products to customers in a timely manner. Improve the "household turnover rate" and customer utilization rate and carry out the "Settlement Quality Service Year" activities in depth. It is necessary to establish a customer-centered modern financial service concept, sort out systems, integrate processes, and be oriented to the needs of target customers. Accelerate product innovation, improve service efficiency, handle problems in a timely manner, strengthen service management, improve customer satisfaction, and build a customer-centered service model. Comprehensively improve the service quality of the __ department and achieve the company's goal of developing well and quickly.

Marketing Department Annual Work Plan 2

1. Strengthen business management work and build a high-quality and standardized underwriting service system.

Underwriting is the source of an insurance company’s operations, an important basis for risk management and benefit realization, and the basic guarantee for the survival of an insurance company. Therefore, in XX, the company will pay close attention to business management work and improve risk management and control capabilities.

1. Review underwriting business in a timely manner, use risk management technology and pricing system to control underwriting risks, determine underwriting rates, and ensure underwriting quality. Conduct a preliminary review of the business to be underwritten that exceeds the company's authority and submit the opinions for review and approval to ensure strict underwriting of such business.

2. Strengthen the management of the information technology department, improve the processing platform for various types of insurance business, establish a complete basic underwriting database through the construction and use of electronic underwriting business processing systems, and prepare relevant reports and underwriting analyze. At the same time, we conduct market research and regularly prepare medium and long-term business plans.

3. Establish and improve the risk assessment system for major subject business and special risk business to ensure reasonable control of risks. At the same time, implement relevant reinsurance or reinsurance management regulations based on the risk profile of the business to ensure reasonable diversification of underwriting risks. .

4. Strengthen underwriting and underwriting standards, strictly implement terms and rate systems, master the operation of the new core business system, and conduct comprehensive and systematic training for underwriting and underwriting personnel affiliated with the Central Branch. To improve their comprehensive business skills and quality and provide a good guarantee for the company's business development.

2. Improve the quality of customer service and build a first-class customer service platform.

With the increasing number of competition entities in the insurance market, various insurance companies have intensified their competition for market business. However, what insurance companies operate is not a tangible product, but a way to avoid risks or risks. Investment services, therefore, it is extremely important to build a high-quality customer service platform. When service has become the core content, incorporated into the values ??of insurance companies, and become the core competition, customer service work becomes a service culture with a unique concept. After __ years of hard work, our company has occupied a certain share of the market and also has a large customer base. With the continuous development of business, the importance of customer service will be particularly prominent. Therefore, Zhongzhi is In __ years, customer service work will be strictly standardized and the first-class customer service management platform will be used and implemented.

1. Establish and improve the voice service system, increase the publicity of the hotline, and promote the hotline to the society in various forms, so that many customers can fully understand the powerful support functions of the company's voice service system, so as to improve themselves enhance market competitiveness and achieve customer satisfaction.

2. Strengthen the training of customer service personnel, improve the comprehensive skills and quality of customer service personnel, strictly adhere to the service tenet of "enthusiastic, thoughtful, high-quality, and efficient", adhere to the principle of "active, rapid, accurate, and reasonable", and strictly In accordance with the provisions of job responsibilities and business operation procedures, complete various tasks such as receiving, reporting, damage assessment, interpretation of terms, settlement of claims and complaints, etc.

3. With the central branch as the center, full-time and part-time staff will be employed to establish a survey and loss assessment network covering the entire region. In the initial stage, the central branch will set up 3 full-time survey and loss assessment personnel, as well as non-full-time staff. The personnel coordinate with the survey to improve the overall quality of the branch business personnel, effectively improve the quality of survey, loss determination and claim settlement, so as to achieve accurate survey, reasonable loss determination and fast claim settlement.

4. Complete the extension of the two service agencies of __ Marketing Service Department and YY Marketing Service Department before June of __. At this point, the construction of service outlets in the entire district has been basically completed, which has provided the company with Provide customers with efficient and convenient insurance after-sales services.

3. Accelerate business development, increase market share, and make the company’s insurance brand bigger and stronger.

Based on the premium income of ____ million yuan in __ years, the proportion of each insurance type is: motor vehicle insurance 85%, non-auto insurance 10%, and personal injury insurance 5%. In __ year, the central branch company formulated a business development plan to achieve annual premium income of ____ million yuan. The proportion of each insurance type is planned to be 75% for motor vehicle insurance, 15% for non-auto insurance, and 10% for personal injury insurance. The realization of the plan will start from The following aspects will be implemented.

1. Motor vehicle insurance is the top priority of our company's business. Therefore, vigorously developing the motor vehicle insurance business, giving full play to the company's auto insurance advantages, and fighting a tough battle in the auto insurance business are still the focus of our work. In XX, we will consolidate old customers and win new customers in the auto insurance business, focusing on the development of fleet business and the underwriting of new car business to achieve a new level of auto insurance business.

2. Do a good job in promoting non-auto insurance businesses, choose to visit some large and medium-sized enterprises, focus on public relations for enterprises with good benefits and low risks, establish good relationships with enterprises, and strive to attract more customers to their property, personnel, We will provide comprehensive coverage for vehicles, and at the same time, we must also do a good job in market development of non-auto insurance benefit-based insurances, and strive to form a new pattern in the development of non-auto insurance business in XX years.

3. Actively carry out agency business with banks. In October __, after active efforts, our company has signed a part-time agency cooperation agreement with __ bank, __ bank, __ bank, __ bank, __ bank, etc. In __ year, we will focus on cooperating with various Strengthen business communication with major banks so that banks can fully understand China Insurance’s brand and advantages, strive to increase banks’ support and policy preferences for our company in agency business, and strive to make new breakthroughs in bank agency business and achieve The strategic goal of adjusting the insurance structure has laid a good foundation for the company to achieve profitability.

Marketing Department Annual Work Plan 3

1. Add more than 10 new customers every week, and have 3 to 5 potential customers.

2. Make a summary every week and a summary every month to see what mistakes you have made at work and correct them in time so as not to make them again next time.

3. Before meeting the customer, you need to know more about the customer's status and needs. Only by making preparations can you avoid losing this customer.

4. There can be no concealment or deception to customers, otherwise there will be no loyal customers. You and your customers are always on the same page on some issues.

5. We must continue to strengthen business learning, read more books, check relevant information online, communicate with peers, and learn better methods from them.

6. The working attitude towards all customers must be the same, but not too arrogant. Give customers a good impression and establish a better image for the company.

7. When customers encounter problems, they cannot ignore them and must do their best to help them solve them. We must first be a person and then do business. Only by letting customers believe in our work strength can we complete the task better.

8. Confidence is very important. Always tell yourself that you are, you are unique. Only by having a healthy, optimistic and positive work attitude can you complete your tasks better.

9. You must have good communication with other employees of the company, have team awareness, communicate more, and discuss more, in order to continuously grow your business skills.

10. For the annual sales work plan, I will work hard to complete sales of 50,000 to 60,000 yuan every month to create profits for the company.

Marketing Department Annual Work Plan 4

1. Establish hotel marketing and public relations communication network

One of the key tasks this year is to establish a complete customer file and monitor guests according to their needs. Key customers for signing orders, customers for meeting receptions, customers with development potential, etc. are classified and filed, and the customer's unit, contact name, address, annual consumption amount and discounts given to the unit are recorded in detail, and the establishment and maintenance of cooperation with government agencies are carried out. Business contacts with important customers such as groups, enterprises and institutions, businessmen, celebrities, entrepreneurs, etc. In order to consolidate old customers and develop new customers, in addition to daily regular and irregular sales visits to customers, at the end of the year or major holidays and customers’ birthdays, send our best wishes to customers through phone calls, sending messages and other platforms.

This year, we plan to hold a large-scale customer appreciation liaison meeting at an appropriate time to strengthen emotional communication with customers and listen to their opinions.

2. Pioneering and innovative, and establishing a flexible incentive marketing mechanism. Expand the market and win customers

This year, the marketing department will cooperate with the hotel's overall new marketing system, re-formulate and improve the marketing department's sales task plan and performance appraisal management implementation details for __, and increase the salary of marketing representatives , stimulate and mobilize the enthusiasm of marketing personnel. Marketing representatives implement a work diary. Every working day, they must complete the second, third, and fourth work steps of visiting two new customers, three old customers, and four contact numbers. Marketing representatives are comprehensively evaluated based on the completion of monthly marketing tasks and the work diary. . Supervise marketing representatives to win over group and individual customers through various means, stabilize old customers, develop new customers, and collect guests' opinions and suggestions in a timely manner during visits, and provide feedback to relevant departments and the general manager's office.

Emphasize team spirit, combine the salary payment of department managers and marketing representatives with the overall tasks of the entire department, emphasize mutual cooperation and help each other, and create a harmonious and positive working group.

3. Warm reception and considerate service

When receiving groups, conferences, and customers, we must provide full tracking service, "round-the-clock" service, pay attention to service image and appearance, and be warm and thoughtful , provide special and targeted services to all types of guests, and meet the spiritual and material needs of guests to the maximum extent. Prepare a conference activity questionnaire, solicit opinions from customers, understand customer needs, and adjust marketing plans in a timely manner.

4. Do a good job in market research and promotional activity planning

Regularly organize relevant department personnel to collect and understand information about the tourism industry, hotels, hotels and their corresponding industries, and grasp their business management and Reception service trends provide the hotel general manager's office with comprehensive, true and timely information in order to make marketing decisions and flexible promotion plans.

5. Close cooperation and proactive coordination

Cooperate closely with other departments in the hotel to coordinate business operations, and proactively communicate closely with other departments in the hotel to coordinate with each other according to the needs of guests. Give full play to the hotel's overall marketing vitality and create benefits.

Strengthen the relationship with relevant publicity news media and other units, make full use of various advertising forms to recommend and promote the hotel, strive to increase the hotel's visibility, and strive for the support and cooperation of these public units for the hotel's work.

Marketing Department Annual Work Plan 5

1. Information Network Management

1. Establish direct leadership relationship

The Marketing Department is responsible for the company The functional departments responsible for information network construction and maintenance, and information collection and processing are under the leadership of the Deputy General Manager of Marketing. There is a direct leadership relationship between the information manager of the marketing department and the market development assistants in each region, that is, they directly guide and direct the market development assistants in terms of information network construction, maintenance, information processing, and assessment, and assume the leadership of the information network work. responsibility.

2. Increase staffing:

(1) Information manager: The marketing department has 3 full-time information managers who are in charge of different areas and will no longer hold other jobs concurrently.

(2) Market development assistants: Each of the six offices in Zhejiang Province has two market development assistants, and each of the other offices has one market development assistant in each area.

3. Strengthen personnel quality training

Complete the recruitment and training of marketing department information managers and market development assistants in each region before the Spring Festival, so that the new management system can be implemented in the market The department has sufficient guarantees in terms of personnel quality. Carefully select and hire marketing development assistants carefully, and do not make false claims.

4. Increase the intensity of personnel assessment

Make implementation details for the establishment and maintenance of information networks in terms of staffing, resource guarantees, performance assessment, etc., and provide institutional support for this work Make a guarantee. Establish an assessment system for market information administrators to regularly tour the regions in charge to guide information management work, and conduct targeted analysis and research based on the actual conditions and existing problems of each region to urge them to establish and improve information management in accordance with regulations in the short term work.

5. Dynamically manage the market network

Market development assistants and information managers will develop subordinates based on the number of information provided by the information staff (in units), project scale, information achievement rate, and development of subordinates. The four indicators of the number of informants conduct regular dynamic assessments of information network members.

On the basis of analyzing the classification of information personnel/units, information managers and market development assistants should conduct detailed analysis based on the information personnel's background information to determine the possibility of performance growth through assistance. Further strengthen the management of information and do a better job than the previous year in terms of completeness, timeliness, validity and confidentiality of information. (See the Market Development Assistant Management System for details)

6. Strengthen market research

Based on the amount of information provided by information members/units in each region and the company's business progress in each region, we will Dedicated personnel will conduct sufficient market research on the development status and potential development trends of the structural business in each region. Obtain first-hand information through research, and provide good advice for the company to rationalize its organizational settings in various regions and to develop new markets.

2. Brand promotion

1. In order to further build the company's brand, expand the company's market share, and take advantage of the company's listing, Chengdu, the capital of Sichuan Province, and Xi'an, the capital of Shaanxi Province, are initially considered Brand promotion meetings and seminars are held in Urumqi, the capital of the Xinjiang Uygur Autonomous Region, Shenyang, the capital of Liaoning Province, Changchun in Jilin Province, Guangzhou, the capital of Guangdong Province, Nanning, the capital of Guangxi Zhuang Autonomous Region, and Shanghai to promote and expand the company's brand, expand information network, and create a better Large market space, thereby laying a solid market foundation for doubling the contract.

2. On the occasion of the completion of key or large-scale engineering projects, invite relevant departments to hold a press conference on site, use completed examples to display and promote the Hangxiao Steel Structure brand, and demonstrate the technology and performance dominance of Hangxiao Steel Structure in the industry. The first-class facts establish the model role and leadership position of listed companies in the construction steel structure industry, so that the publicity work can achieve twice the result with half the effort.

3. Further publicity work in advertising, materials, etc. Produce and install large-scale promotional banners or billboards at various construction sites to demonstrate the company's strength on-site; promptly produce the company's new performance and promotional materials, add them to the performance introduction in the bidding documents and distribute them to the hands of each contractor's personnel, as much as possible Enhance the depth and intensity of brand promotion.

4. Strengthen professional knowledge training and quality education for personnel in contact with the outside world, establish a good corporate employee image and advanced corporate cultural connotation, and leave a lasting impression on everyone who comes into contact with Hangxiao Steel Structure personnel. It left a beautiful and deep impression, thus having a clearer and deeper understanding of Hangxiao Steel Structure and Steel Structure.

3. Customer reception

Guest reception is still one of the focuses of the marketing department. Doing a good job in guest reception is the necessary advance and foundation for business contacts. How to receive guests with quality and quantity in accordance with the relevant regulations of the company and the requirements of the Ministry of Commerce is an important topic that the marketing department must carefully study and discuss. On the surface, reception work seems relatively simple, but in fact, customer reception is a very profound knowledge. This work cannot be done perfectly without in-depth research and discussion. Therefore, the marketing department must work hard on methods, steps, and details. In order to spend less money without affecting the reception effect, it is necessary to learn more about the guests’ life experience, personality, handling style, interests and hobbies, eating habits, work style, and corporate value from the leaders of the Ministry of Commerce and the business personnel of each office. Orientation, management philosophy, product features, industry status, etc. Carefully study, analyze and deliberate on the schedule, so that each guest can have a comprehensive, clear and in-depth understanding of the company in the shortest possible time, show maximum recognition of the products of Hangxiao Steel Structure, and have a strong sense of the company's management. The model and corporate culture generate enough interest. It is the criterion for every reception staff in the marketing department to treat each batch of guests and each customer seriously and persistently to make them satisfied with the company's reception work. In this way, we can improve the success rate of project tracking and reduce the difficulty of business negotiations, achieving the fundamental purpose of improving the economic benefits of the enterprise. To this end, the marketing department focuses on the following aspects of work:

1. Supervise all staff to always treat guests with enthusiasm and courtesy in all aspects to ensure that the reception effect is good throughout the year in one year.

2. While ensuring the effectiveness of customer reception in advance, reception expenses will be saved as much as possible to reduce the company's overall operating costs and increase the company's profit level.

3. Continue to manage the reception files of visiting customers, classify and save the files of potential customers and contract customers, accurately grasp the project progress, and strive to cooperate with the business department and offices to promote project business.

4. Adjust department personnel positions and recruit high-quality personnel to enrich the reception force. As the business volume continues to expand, the number of visiting customers is also increasing, and there is an obvious shortage of reception personnel in the marketing department. In order to adapt to the needs of the company's business development, it is also very important to do a better job in reception and implement personnel recruitment.

IV. Internal Management

1. Strictly implement the C version of quality management system documents and management system standard documents, and strictly implement the principle of "manage everything according to documents, operate everything according to procedures, and use data for everything" Speak and get the job done right the first time” strategy has enabled the marketing department to gradually become an execution-oriented team.

2. Further strictly follow the requirements stipulated by the joint-stock company and the marketing system, carry out various work management of the department, and strive to improve the management level.

3. Give full play to the work enthusiasm and initiative of personnel in various positions in the department, and emphasize the process control and final results of their work. Improve their work responsibility and work quality. Implement the assessment system strictly in accordance with the corresponding job responsibilities.

4. Everything should be based on the overall situation of the company and emphasize the marketing system as a chess game. Actively coordinate the contact and coordination between various departments of the marketing system, thereby improving the overall combat effectiveness of the marketing system and providing quality services to achieve the marketing goals.

5. Cooperate with the deputy general manager of marketing in the daily administrative management of the marketing system. Actively provide logistical support and daily service work for various departments. Create a better corporate culture and working environment for them.