First: xxx Marketing Internship Report
xxx is a global leader in sports and entertainment marketing; part of the xxx Group, a group of agencies specializing in sports and entertainment marketing. xxx Group is one of the world's largest marketing and communications firms. xxx was a pioneer of the profession in the 1960s and now has 1,000 professionals in 24 countries on 6 continents. It is a pioneer in the field since the 1960s and now employs 1,000 professionals in 24 countries on 6 continents.
xxx is active in three main areas
Sponsorship marketing consultancy, music and entertainment, urban branding and event program management
Athlete/celebrity agency and business development
Television and new media production, distribution, archiving and branding
xxx has highly qualified professionals in each of its business divisions who are experts in the key areas of sponsorships and event marketing. In each of its business units, xxx has highly qualified professionals in key areas such as sponsorship and event marketing to provide clients with holistic and integrated marketing solutions.
During these 11 days, I was introduced to an internship at Octagonxxx. Internship is an important learning process for a university student and a tentative step towards the society after our graduation. The main purpose of my internship is to familiarize myself with the work of contemporary enterprises and institutions, to accumulate work experience, to improve my comprehensive quality, and to do some explorations for German majors to engage in work less related to their majors after graduation.
My two-week internship included: doing some basic work for a company's product promotion program; collecting information for a telecom company's "exhibition economy"; and practicing basic modern office technology.
My first specific work is to contact some entertainment venues by phone to discuss whether we can cooperate with them and rent their venues to carry out product promotion activities. Telecommuting is one of the modern high-tech means of doing business, and it helps a lot to improve work efficiency. My colleagues and I first defined very specific working methods before we contacted each other by telephone. However, the telephone is only a means to an end; its essence remains human-to-human communication. This is my weak point. So often in the early stages, the lack of experience and skill in the work resulted in a low success rate and a high rate of rework. The most difficult problem is the language barrier. A very small number of local people did not speak Mandarin very well, and my ability to express myself in Shanghainese was very limited, so there were times when both sides could not understand each other. Thanks to the timely help of my colleagues, we managed to reach an agreement with the other side. The whole telephone contact work lasted about a week, during this period, I learned some work on the effective method: First, the development of a precise work plan, the purpose and means of quantitative treatment of work, precise calculation, be sure to do all the calculations; Second, in the work of the problem, more communication with people, problems, and timely save the scene. 90's the end of the 21st century generation, there is a kind of "Cool", a "Cool", a "Cool", a "Cool", a "Cool", a "Cool", a "Cool", a "Cool", a "Cool", a "Cool", a "Cool". A kind of "Cool" era tendency, that is, accustomed to single person action, in the case of others know nothing about a good job, or focus on human-machine dialogue than human communication. If you can't change your character, you should at least improve your working methods.
On February 7th, I went out to the field for the first time. The job was to take photos of some entertainment venues in Shanghai, which were used to provide the information needed for the event. After confirming the route and notifying the photo unit, I took my camera and set off. Since I knew the city of Shanghai better and the photo units were all located in the more prosperous parts of Shanghai, I had no problem in the whole work. However, I still encountered a little trouble: 1) I got the address of a Pub wrong, and asked others only when I arrived at the neighborhood, which was time-consuming and laborious; 2) I underestimated the traffic in the city, and was not well-prepared for the traffic control and rush hour, which led to prolonged fieldwork; 3) I lacked the means to solve the problem in the face of unforeseen events; a certain cinema was planned to accept the photo shoots, but there was a change of the plan when I got to the cinema, which led to the failure of the photo shoots. But in general, the field work was quite successful and achieved the expected purpose. The short field work gave me the following inspirations: 1, to be familiar with the situation of the place of work, prepare in advance, if necessary, with the help of maps, GoogleEarth and other tools. 2, in the city traffic is relatively crowded, to play in advance to save time. 3, in the face of emergencies in the field, but still need to communicate with colleagues and strive to solve the main problems efficiently, to complete the major tasks. 4, in the face of the field work, we must be able to solve the problem, to solve the main problem, to complete the main work.
Through the internship.
Throughout the internship an important work is through the Internet, query some industry sponsorship of the "exhibition economy", to provide customers with effective information. One of the most important tasks throughout the internship was to search the Internet for some industry sponsorships of the "trade show economy" to provide effective information for clients. The biggest challenge of the whole work is to search for information. There is a lot of information on the Internet, but the material related to the topic is very little and hard to find. My initial working method was to download all the materials with keywords and print them out without organizing them. This was not appropriate. Later, by learning from my colleagues, I learned to search for the required materials by keywords, extract effective information by content, organize them, add emphasis to the data, and find some valuable information. After this, I quickly learned the processes of copying, printing, faxing and binding under the guidance of my colleagues.
In addition to the above major processes, I also actively participated in some public service labor in the unit.
Through the short internship, I first familiarized myself with the contemporary office with clear division of labor and high efficiency, participated in some specific work, learned some specific work methods, and familiarized myself with the operation of a variety of office automation tools. Basically achieved the purpose of the vacation social practice. At the end of the internship report, I would like to thank xxx (Shanghai, China) for providing me with the internship opportunity. The excellent learning and character of xxx's colleagues are worth my serious study. In the future study life, I will seriously study the professional subjects, at the same time enhance their working ability, to achieve the overall development of moral, intellectual and physical.
Sales internship report
Basic situation: production internship
Internship purpose: through the production internship to understand the paper industry and enterprise production and marketing situation, on this basis to learn the theoretical knowledge of the business profession and practice closely combined to cultivate the practical work ability and analytical ability, in order to achieve the purpose of learning to use.
Internship time: June 5, 2009 - 2009 * month * day
Internship location: the city of Lechang paper mill
Summary report:
* months of internship is over, I in this short few months of internship, learned a lot of practical knowledge in the classroom, benefited from the experience and knowledge. I have learned a lot of practical knowledge in the classroom in these few short months of internship life, and I have benefited a lot. Now I would like to make a summary of these months of internship.
First of all, I would like to introduce my internship company: the paper mill in Lechang City. The factory is located in Lechang City, Henan Town, Wujiang River is a local state-owned enterprises, mainly the production of toilet paper, corrugated paper and other products, products are mainly sold to the north of Guangdong Province, Hunan, Gannan and the Pearl River Delta region, the annual output of up to 6,000 tons, the output value of more than 10 million yuan. The products of the factory have won many awards in the provincial and ministerial competitions, and are favored by the majority of consumers and users.
In a few months of work I participated in the plant's supply and marketing internship. Internship can be divided into two stages. The first stage of the plant leadership arranged for me to work in the plant's supply room, mainly to organize the acquisition of raw materials. Through this stage of work so that I know the general principles of papermaking. Paper production is divided into two basic processes: pulp and paper. Pulping is the use of mechanical methods, chemical methods or a combination of both methods to dissociate plant fiber raw materials into natural pulp or bleached pulp. Papermaking is the process of combining pulp fibers suspended in water, through a variety of processes, into sheets of paper that meet a variety of requirements. The raw material I was in charge of purchasing was cardboard. The paper from nearby towns and villages is mechanically broken into pulp in the workshop and cooked at high temperatures to make toilet paper. Don't look down on the simple purchase of cardboard, but there is a lot to learn. Previously only will sell paper, now you can buy paper, and still a large number of large quantities to buy. Here you have to combine the knowledge you learned in school, such as commodity science, economic mathematics, statistics and accounting, and practice in it. For example: in order to reduce costs must be a lower price to buy raw materials, it is necessary to understand, analyze the market price of the purchase, make a good record, and to take into account the long-term contact with the old customers, freight and other factors, and finally purchased but also to do a good job of inspection, warehousing and other work. Some of them are more textbooks can not learn from the experience, such as buying cardboard to pay attention to the humidity of the cardboard, the humidity of the cardboard will be the more heavy, the higher the price, some cardboard business is to make a lot of profit from it. Although in the supply and marketing room internship only two weeks but I believe this is my future work especially in the supply and marketing has a good start!
The next phase of the second I was arranged to work in the sales room. I was assigned to work in the sales office, liaising with the factory to promote its main products: toilet paper and corrugated paper. Although my major is more suited to sales, it was not a good job. It was difficult for me, as a newcomer with no practical experience and no business contacts, to sell a product. So at the beginning of those two days really can not start, can only follow the unit's colleagues to run those have business contacts with the old customers to learn to see. Through a week of study and observation and analysis of my old colleagues, I summarized: the plant's corrugated cardboard is mainly sold to the Pearl River Delta region, and the market in the northern part of Guangdong is really not big, and my own work time is short, my experience is small, and I don't have a wide social network, so I don't want to concentrate on promoting corrugated cardboard and tissue paper, but rather concentrate on promoting tissue paper, which is a big market in the northern part of Guangdong, instead of promoting corrugated cardboard and tissue paper products.
The world's most important and most important thing is that we have a lot of people who want to be part of the world's largest and most important organization. Although one block is marketed to their own relatives of the store department there, but business success is always worth happy. The other business was the result of my own efforts, which I was even more proud of. This business was a retail store. I did a lot of hard work for this business: memorized information, market research, inquired about the actual situation of the store, and summarized the reasons for the previous failures, and so on. Through these two weeks of sales practice, I y understand the importance of sales and sales is a very hard work, not as simple as I thought when I was studying. The same also makes me y realize that in the school to learn the professional knowledge is certainly very important, but more important is to learn the knowledge of the flexible application to practice.
In the month-long internship, I have my own work card like a real employee, and I feel that I am not a student anymore, I get up every day and go to work like a real office worker. Internship process to comply with the plant's systems, learning from experienced colleagues, a month of internship so that I know a lot of things I did not know before, on the city of Lechang paper factory also has a deeper understanding of the understanding of the plant also found that there are a number of problems: (1) by the market affected by the objective factors and the subjective efforts are not enough to ensure that the quality of the product is not stable enough, so that the sale of the work into a passive, which directly affects the factory's normal operation. The normal operation of the factory; (2) sales business management is not perfect, the return of funds is sometimes not timely, directly affecting the normal operation of the factory; (3) sales information feedback is slow, the development of new customers do not make enough fine.
The internship is every college graduate must have a period of experience, he makes us in practice to understand the community, so that we learned a lot of knowledge in the classroom simply can not be learned to open up the vision, long insights, for us to go further into the community to lay a solid foundation for the future, the internship is the theoretical knowledge we have learned to apply in practice in an attempt. I think, as a soon-to-be-graduated college students, the establishment of their own ten-year development plan has been imminent, is not it believe in Harvard's widely circulated sentence:
Finally, I sincerely thank the Lechang paper mill to provide me with the opportunity to internship!
Industry Overview
I, industry background
Since the 80's, the province's first bottle of mineral water in the Wudalianchi, and to 1996 ** province's mineral water production enterprises into the development of the peak period, as of December 2005, the province's mineral water producers have developed to 150 households. As a result, the mineral water industry has entered a stage of fierce market competition. Some mineral water enterprises in the ascendant, some mineral water enterprises in the competition fell down. Competition in the conventional war ----- price war from now on opened the battlefield. Some of the strength of the smaller enterprises can not afford the price competition, they strive to reduce production and operating costs, resulting in cheap quality mineral water in the market appeared, as for the production of unqualified environment, health is not up to standard, the phenomenon of substandard is not enough. 1, the production of geographical distribution Due to the rapid development of mineral water production enterprises in Wudalianchi drive, mineral water production began in Harbin, Mudanjiang, Jiamusi, Jixi and other places have been put into production, mineral water production and marketing pattern is basically formed.
2, low prices, thin profits become the characteristics of the mineral water industry As the overall consumption level in our province compared to other provinces is still at a low level, coupled with the production cost of mineral water, operating costs than pure water to be much higher, and at the same time in the fierce competition in the market, the price of mineral water continues to be adjusted downward, so low prices, thin profits become a major feature of the mineral water industry. 3, the mineral water industry has a large market development space Although pure water has a large market share, but the sales growth rate tends to be slow, although the marginal effect of increased, but the marginal growth rate tends to zero, in a mature stage of the market. In contrast, mineral water is rich in minerals and trace elements, increasingly favored by consumers, the proportion of market share gradually increased, in the growth period of the market, there is still much room for development.
4, foreign brands and local brands and weight Currently, the mineral water market in our province, foreign brands are mainly "Nongfushanquan", "Master Kong", "Laoshan", Nestle", and local brands "Wudalianchi Volcanic Spring Mineral Water", "Jiamusi Yongchun Mineral Water", "Harbin Touda Mopan Mountain Spring", "Harbin Touda Mopan Mountain Spring" and "Jiamusi Yongchun Mineral Water". Mineral water", "Tianheng mineral water", "Demoli mineral water", these brands in the market has basically determined the mainstream position. As the province's real estate mineral water industry is in a period of development, the birth of new enterprises, coupled with the vast territory, real estate brands have unique sales advantages. Therefore, it can be predicted that in a considerable period of time, the market position between mineral water brands will change, there are born and die, competition. Second, the current situation of the industry Survey found that the province's mineral water production capacity is quite strong. The problem is that the mineral water producers of good and bad. Part of the mineral water production enterprises in the production and sales link problems, worrying. Specifically manifested in: First, there are a lot of "workshop-type" small enterprises, and even "three no" enterprises in order to avoid regulation, day and night production, sneak sales. Second, the production facilities are crude, poor product quality. There are also small enterprises produce drinking water, even the producers themselves do not drink, its poor quality can be imagined. These enterprises produce mineral water is not silicic acid <25.0, or lithium, strontium, zinc does not meet the standard. Third, some of the water plant aseptic filling equipment is old, no factory inspection laboratory. The gap between the facilities between enterprises is large, the gap in product quality is also very large. Once the sales off-season, some unscrupulous enterprises in order to reduce costs, not at all filling line, but in the water supply directly filling, resulting in nitrite exceeds the standard. This situation seriously affects the province's drinking mineral water quality level as a whole. Fourth, disorderly competition caused by poor water quality. According to the survey, some of the mineral water per barrel retail price of 12-15 yuan, while some cheaper per barrel retail price of only 6 - 8 yuan. The cheapest are those "three no water", this water 4-5 dollars a barrel! Miscellaneous, low-priced water due to unlicensed production, crude facilities, tax evasion and regulation, low production costs, and thus their relative profitability is very high, some even up to 100% or more, the degree of profiteering can be seen. Analysis of the market situation in our province from the beginning of the mineral water market is in a relatively blind state of development, the phenomenon of hasty horse is more serious, most of the province's mineral water production enterprises belong to small companies, with the relative saturation of the regional market, the market supply exceeds demand situation. The production enterprises in order to survive, have to fight to win a larger market, had to provoke a price war, resulting in corporate profits as a whole slipped. As a result, enterprises no longer have the power to expand reproduction, no longer have the ability to update facilities and equipment and production conditions.
One, market positioning
1, urban residents of household water
; 2, government agencies, organizations, enterprises and institutions;
3, rural residents of the water;
4, student water;
5, meetings, tourism, social activities.
Two, the market characteristics from the consumer behavior, many consumers are gradually fading out of the field of pure water, and choose mineral water rich in minerals and trace elements. Survey shows that mineral water in the near future to become popular water. From this analysis, there are about 3 million households in our province drinking mineral water, pure water and spring water, according to the market demand ratio of 3:5:2, there are about 900,000 households drinking mineral water. With the improvement of people's material life and the pursuit of health, the market demand for mineral water will increase at a greater rate.
Three, the market assessment
1, consumer recognition of the product performance of mineral water is still vague understanding, mainly because of the production or distribution of mineral water is not enough publicity on the performance of mineral water enterprises. "Mineral water for your health refueling" should become the theme of the next three years of mineral water publicity.
2, the market space is large enough, the enterprise target profit is considerable. According to survey statistics, our province has more than 38 million people, the foreign population and several million. If every 10 people in 2 people drink a bottle of mineral water every day, it will need 8 million bottles, visible market.
3, through the strengthening of marketing tools, advertising, improve the quality of service can approach more target customers.
4, the target market economic growth, the public standard of living improved, the development of stable
. 5, the market demand for mineral water products growth, market segments with growth potential
. 6, mineral water products market competitors are mainly pure water, it if once firmly occupy the market 30-40% above, can make pure water products market attractiveness greatly reduced. Market trends and market competition analysis I. Market trend analysis Water is the source of life, human society in a longer period of time will be water as people's survival needs to look at, people no longer think that quenching thirst is the only function of water. The survey shows that in the province's seven major cities, 48.9% of consumers like mineral water, 30.1% of people like pure water, the difference between the two is nearly 20 percentage points, while only 21% of consumers show that it does not matter. Many manufacturers have realized the changes in the market. It is understood that there are already a number of well-known pure water manufacturers in the province began to change course to produce mineral water or natural spring water. Diversification, functionality will be the future direction of development of mineral water. It may not be long, pure water brand-name enterprises will become mineral water manufacturers
Two, market competition analysis In recent years, with the emergence of new beverages industry, especially tea drinks, fruit juices with its nutritional, natural selling points quickly won the favor of consumers. Coupled with the number of mineral water producers in our province flooded, making the mineral water market in our province, the competition is intensifying, especially the price war as the main means of competition for market share, so that many mineral water producers and even the idea of selling the idea of jumping out of the building, the price is all the way down, the original 15 yuan a barrel of mineral water down to 10 yuan a barrel, the state of this competition will not be alleviated for a short period of time. Consumer analysis
A, consumption habits analysis of the survey results, consumers are still somewhat dependent on pure water
: First, the price of pure water is low; second is the pure water sales network relative to mineral water is much larger, can meet the needs of consumers in a very short period of time; third is the performance of mineral water consumers hold a fuzzy understanding of the change from not understanding to not buy. Second, consumption tendency analysis With the improvement of consumption level and people's desire for health, consumers have to re-examine their eating habits. Through the survey, consumers are more serious emulation of the cloud psychology, which provides an opportunity for mineral water in the sales process, the use of marketing tools, manufacturers, if you increase advertising efforts, will greatly change the consumer's consumption tendencies. Macro-analysis of the development of the industry and recommendations
A macro-analysis of the industry's shortcomings
1, the lack of brand awareness of the province's mineral water producers are not a small number of enterprises, resources are also very rich, and some of the production capacity of some enterprises, product quality, corporate reputation, the ability to operate capital have, but the lack of awareness of the name brand, only to be satisfied with a certain region of the market operation, restricting their own hands and feet.
2, the industry leader is not strong awareness of the mineral water production enterprises in our province, some enterprises in any measure, are enough to become the industry leader, but because of the "industry leader" of the fuzzy understanding, do not understand the status and role of the leader, is always in the industry in a subordinate position, can not control the direction of the market.
3, weak awareness of product quality Individual enterprises only pay attention to product sales, while ignoring product quality. In the peak season and even the phenomenon of "labeling", it is difficult to ensure product quality.
4, a serious waste of resources Wudalianchi, known as one of the world's three cold springs, has a wealth of mineral resources. According to the survey, Wudalianchi has been in a disorderly state of mining, is likely to cause the exhaustion of mineral resources of the evil consequences.
5, market access "threshold" low Some mineral water companies, not QS certification can also be put into production and sales.
6, the status of strong enterprises
(1) product quality leading enterprises: Wudalianchi volcanic spring beverage Co., Ltd., known for the production of bicarbonate, metasilicicic acid mineral water and mineral wine series products. The product is the body's most ideal trace element supplements. And in the medical has more than two hundred years of application history, on the stomach, neurasthenia, iron deficiency anemia, hypertension, diabetes, coronary heart disease, heart disease, obesity, rheumatoid arthritis, psoriasis and other more than 40 kinds of diseases, has a magical medical, health care efficacy, and is therefore known as the "medicinal springs", "God water". God water".
(2) enterprise reputation leading enterprises: Jiamusi City Yongchun Mineral Water Development Co., Ltd. adheres to the "quality is life, the user is God" service purpose, to maintain eight years without complaints, no blind spots in the quality of service without a blind spot to the credibility of the enterprise, and the establishment of credibility of the user file, set up a special person for the user to drink water dispenser disinfection and sterilization on a regular basis, to establish a reputation among consumers. Sterilization, in the consumer to establish a good corporate image, creating a good corporate reputation.
(3) the most development potential leading enterprises: Harbin Toda Beverage Co., Ltd. (Mopan Mountain Spring Mineral Water) efforts to play the advantages of resources, resources into the capital of the enterprise. 2006 in order to complete the shaping of its own brand, invested 30 million yuan to expand production and transformation. It is expected to be put into production in October 2006, when it will reach the production capacity of 100,000 tons of drinking water and 100,000 tons of beverages per year. Achieve an output value of 150 million yuan, profit tax of 20 million yuan of modern beverage production enterprises. (4)** Provincial famous brand enterprise: Harbin Yuying Natural Foods Co., Ltd. due to the continuous standardization and adjustment of corporate production and business practices, quickly won praise among consumers. The products have also developed from a single beverage to barrels and bottles of pure water, mineral water. The company has been recognized by the provincial Department of Health as the only food industry A-class drinking water production enterprises, the Provincial Bureau of Technical Supervision recognized as QS access enterprises, so that the "Tianhengshanquan" brand of mineral water quickly get the consumer's favorite, and at the same time among the ranks of the province's well-known brands.
Suggestions
(A) resource integration 1, from the perspective of investment, led by the government, Wudalianchi and even the province's mineral spring resources for integration, and make reasonable use of resources and development, will be able to achieve great social and economic benefits. 2, the advantageous enterprises in the industry to integrate and merge the resources in the industry, complement each other's strengths and weaknesses, strong combination, to achieve a win-win situation.
(2) fight and prevent, increase the supervision of the circulation of drinking water to strengthen the management of drinking water enterprises strictly approved food production licenses, and its production links to strict supervision. In addition, the regulatory authorities should implement a reward for reporting system, so that there is a report must be investigated, there are bad must be investigated, investigated must be removed from the root.
(C) establish brand awareness, explore their own resources, expanding the living space People in the purchase of mineral water has a strong sense of brand consumption, the brand is the life of the enterprise products, with the arrival of the brand consumption era, how to brand marketing should become one of the core concept of the enterprise. Only to create the intangible assets of the brand, in order to extend the life cycle of the enterprise, in order to maximize the survival space.
(D) strive to be the industry leader, based on the provincial market, expanding the national market, into the international market Establishment of the ambitious goal of enterprise development, strive to be a leading enterprise, leading the industry bigger and stronger, expanding to the national market, into the international market. **Provincial Market Research Association **Modern Enterprise Research Center