Marketing summary (1) It's been one year since the summary statement was written. Looking back at the various plans and schemes in xx summary, I feel a lot! The summary is as follows:
(1) Summary of the overall market environment this year.
1, industry market capacity change
This year, the Sunshine Coast Resort, Shuiwu Villa Group and Wolong Mountain Villa were newly opened in the Tangxun Lake area. This has strengthened the overall reception capacity of the whole Tangxun Lake area, and also strengthened the competition among them.
2. Brand concentration and competitive situation
The trend of peripheral meetings in urban areas is taking shape. The larger areas include Huangpi Mulan Tianchi, Xiaogan Guanyin Island, Caidian Resort, Zhuankou Seaside City, Ezhou Phoenix Villa, Jiangxia Tangxun Lake and Xianning Tang Chi Hot Spring. Among them, the brand advantage of Jiangxia area is concentrated between Hotan Club and Meng Tian Lake. Being in the center has a unique geographical advantage, which should be carried forward and strengthened in the future, such as adding roadside advertisements for Macao villas in front of the hotel. At the same time, pay attention to the disadvantages of noisy environment of roadside hotels in sales, and adjust sales strategies at any time.
3. Changes in the ranking of competitive market share
From the fourth place (ranking: Mengtianhu, Hotan, Tangsunhu Villa and Hotel) to the third place in the market competition share in xx. The overall popularity has also increased significantly compared with the previous year. At the same time, the number of regular customers has increased to more than 30.
4. Changes and characteristics of channel mode
Sales in xx years are dominated by a single subject, with a single sales model. This year, we have established multiple sales models, including business classification, overall direct sales, distribution by travel agencies and conference companies, and unified online sales.
5. Changes and characteristics of terminal types
Hotel sales in xx years are horizontal, that is, marketing and sales are completed together, and marketing and sales are not separated. This year, we separated the two tasks conceptually and began to cultivate the market: this year, we established 1200 effective customer files, including 800 enterprises and institutions, 80 special banquet customers 180, and xx distribution units. This year's sales terminal has formed a funnel shape (that is, the market has a wide range of customers and centralized sales services), and it has developed into a dual-track system of social sales.
6. Changes in consumer demand
Just providing guests with housing services, catering services and entertainment services can no longer meet the needs of the conference market. This year, we began to demand a change in consumer demand. We divide team customers into general business teams and special tourism teams. There are two tourist routes around the development zone.
7. Sales performance of major competitors in the market this year.
The phrase "know yourself and know yourself, and fight every battle" has taught us a lot. It is also our main work this year to find the excellent marketing model of benchmarking enterprises and tap the gap and deficiency between ourselves and benchmarking enterprises. In the whole year's sales work, Mengtianhu's chain information management, social network sales with great affinity, multiple sales of Tangsunhu villa and in-depth customer management in Hotan are all worth learning and learning from.
(II) Summary of departmental work this year
1, department construction
In the first half of the year, the department was fully staffed and the market system was complete. In the second half of the year, there were insufficient personnel and the market system failed.
2, department personnel training
There are four people in the marketing department. After half a year of polishing, they have basically mastered the marketing operation. However, business skills and professionalism still need to be strengthened. Due to the shortage of manpower, heavy tasks and insufficient professional skills training.
3. Cooperation with other departments
It is best to cooperate with other departments of the hotel and strengthen teamwork.
(3) Work plan for the new year
Strategy is in the air, and victory is thousands of miles away. I think it is necessary to emphasize that it is necessary to plan and deploy the overall marketing work of the hotel in the new year systematically and comprehensively. However, we also need to understand that the annual marketing plan is not a marketing plan, but a strategic thinking based on annual analysis and summary. A detailed marketing plan needs to be broken down into quarters or months, and only in this way can it be of practical significance.
1, goal orientation
The formulation of marketing objectives is the key to marketing work in the coming year. In the marketing work plan for the new year, the first thing to do is to draw up the overall sales target, expense target, profit target, channel development target, terminal construction target and staffing target for the whole year, including: sales target1.20,000/year, expense target1.20,000/year, channel development target 4/year and terminal construction target 50.
2. Product planning
According to the analysis of consumer demand, the new product development plan and product improvement plan include: expanding the categories of hotel products, changing the unpopular main products into subsidiary products (for example, changing the ambassador package into four rooms to provide consumption for team meetings and strengthen daily sales), matching ethnic cultural villages with hotels, matching staff clubs with hotels, and matching tourist routes with hotels.
3. Brand promotion
The marketing image promotion scheme includes: the conference of "University Logistics Hotel Sales Summit Forum" and the brand promotion scheme of "Famous Festival and Famous Pill" in Tangxun Lake.
4. Team support
In order to ensure the smooth and efficient marketing work in the coming year, hotels need to strengthen key workflow and key systems through hard training, so as to better develop customers and retain customers!
Summary of Marketing Department (2) It has been more than a month since I reported to the new unit. In this month, life seems tense, but orderly. Just entering the company, everything is brand new and needs to be re-recognized and understood; Confidence comes from understanding, understanding our industry, our company and our products; The company provides us with a large platform and obvious product advantages. Such a good platform depends on how I play. Life is a process of continuous growth, and the most important decision in this life is to decide who to grow with! It is an honor to join our company and grow with the help of leaders and colleagues. I am very grateful to the leaders and colleagues for their selfless transfer of experience to me. Their experiences of success and failure are my best teachers. After learning their experience and knowledge, I can greatly reduce my own mistakes and shorten the exploration time. On such an enterprising platform as the company, I, a novice, must learn more, watch more and do more!
The management mode of the company is very humanized, adapting to local conditions and teaching students in accordance with their aptitude; For more than a month, the company didn't ask me for anything. I am free to develop and display my talents. The company will arrange a job that suits you according to your actual ability. A few days before I joined the company, my leaders and colleagues took me to visit customers and often showed me the whole sales process consciously. Then, give me a serious analysis, from finding projects, meeting customers and communicating with customers. Every step, every link and every item can be carefully analyzed, so that I can deeply understand, be familiar with the company's products and understand the company's business scene. A few days later, I began to expand my peripheral business independently. I am a person who can't stand loneliness. I like doing business, dealing with people and socializing. See that people never know each other and eventually become friends; Looking at one project after another, I was dug up by myself bit by bit until I made a business. I enjoyed this process very much. I always like to do sales work, like challenges and self-challenges. Although my experience and experience are limited, I always insist on doing everything with my heart! Successful salespeople are people who dare to stick to their goals.
In the future work, I will strive to improve my own quality, overcome my own shortcomings, and work in the following directions:
(1) Develop the habit of learning;
The first product sold by the salesperson is the salesperson himself; Every successful salesperson can always have a lot of knowledge with his customers, which is inseparable from the knowledge and insight of the salesperson himself. How much knowledge and courage, how many patterns. This aspect of self is still very lacking, so we must continue to learn. This is a process of continuous self-summary and accumulation. I want to study purposefully and constantly enrich myself!
(2) Have a sense of responsibility;
Constantly exercise your courage and perseverance, improve your ability to solve practical problems, adhere to the sense of responsibility to the company, customers and yourself in the work process, and treat every day with an enterprising, enthusiastic and serious attitude! If you can't, you have to! If you have to, you have to!
(3) Being good at summarizing and self-summarizing;
The ability to grasp and analyze the market in my work is still immature and lacking, so all these need me to sum up, improve and strengthen in my future work. At present, my understanding of sales is only superficial, not to mention the ability to grasp the market, so I must pay more hardships and perseverance than others to continuously improve myself.
Summary of Marketing Department (3) Time flies, time flies, and the end of the year is coming in a blink of an eye. In 20xx years, we have had too many bitter experiences and received endless achievements and joy. Under the correct leadership and strong support of the Head Office, under the scientific guidance of the branches, and with the full efforts of the branches, we have strictly implemented the spirit of the annual work conference of the Head Office, determined the objectives, tasks and work priorities, clearly understood the situation, strengthened our confidence, made pioneering efforts, paid close attention to implementation, made steady progress in all work, and achieved the set goals at the beginning of the year.
I. Main Work Situation
(1) Strengthen the analysis of valuable customers and formulate marketing strategies.
After careful combing, we rank the valuable big customers according to the contribution, regularly understand the personal hobbies of customers at all levels, and adopt the policy of "locking high-end customers and providing VIP services; Providing abnormal services to mid-range customers; Provide popular and convenient services for low-end customers.
(2) Strengthen loan marketing, expand loan scale and continuously optimize credit structure.
In order to enhance the long-term development potential, since the beginning of the year, the Bank has attached great importance to accelerating loan marketing, striving to expand the loan scale and promoting corporate deposit business and settlement business. First, loan marketing for outstanding customers, focusing on key enterprises, increasing credit lines and actively marketing loans. The second is to increase the marketing of project loans, and the third is to increase the investment in low-risk loans such as mortgage loans and personal consumption loans. After expanding the increment, more loans will be invested in double-friend customers, which will promote the optimization of stock and realize the effective adjustment of loan structure. In the basic work of loan management, sub-branches strictly implement the early warning and forecasting system as the core, and comprehensively improve the management level of credit assets. First of all, strictly control the access of loans, adhere to the double-excellent strategy in loan issuance, and resolutely refuse loans regardless of whether they are loanable or not; Secondly, adhere to the classified management of loan customers, take the initiative to quit, gradually compress ordinary customers and take the initiative to eliminate inferior customers. Third, strictly implement the early warning and forecasting system of credit management, regard this work as the most powerful tool of credit management and the daily work of every account manager, and increase the assessment and reward and punishment of this work.
(C) diversification of customer maintenance activities
For the purpose of thanking customers, different maintenance methods are adopted according to the characteristics of different customers. For example, in the aspect of wage payment, we have held social meetings, symposiums and return visits with major wage payment agencies. On the one hand, we understand the actual needs of customers, on the other hand, we introduce our service channels and wealth management products to customers, and visit key payroll agencies at least once a month to find out whether they are satisfied with our services and whether they have new suggestions on our financial products or services.
Strengthen communication and exchange with customers, and provide customers with all kinds of favorable information, including the latest industry information and government information, so as to enhance customers' understanding of banks. Invite customers to participate in various meaningful activities and grasp marketing opportunities.
(4) Be good at reflection and summary and accumulate experience.
Summary is the booster of work progress to a necessary extent. It is necessary to summarize each work progress scene and its completion scene, accumulate experience, lay a good foundation for future work, and facilitate the timely discovery of problems and make up for deficiencies. Only by constantly summarizing can we accumulate useful things and integrate them into a comprehensive knowledge, thus forming a powerful working method and marketing system.
This year, our marketing department has made necessary achievements, but we still have many shortcomings in dealing with the complicated and changeable macroeconomic situation and the fiercely competitive financial situation. First, the deposit structure is unreasonable, some deposits are too concentrated in large households, prone to ups and downs, and the resources of pure debt customers are relatively scarce. Second, slow credit supply and complicated procedures restrict the further expansion of credit scale and beneficial improvement of benefits. These are all things that we have to overcome and solve in the future.
Second, the work objectives and measures
In the coming year, we will continue to conscientiously implement the annual spirit of the Head Office, adhere to the top priority of development, strengthen risk management and control, constantly improve our own level, strive to increase market share, and ensure the completion of various business development goals.
Summary of Marketing Department (IV) This year is the first year of the bank. With the care and support of the business leaders, the marketing department has made careful work plans and measures, resolutely implemented the work ideas formulated by relevant work meetings, and ensured a good start. Since its opening, all cadres and workers have worked hard as one and achieved good results.
I. Completion of major business indicators
This year is the first year of the establishment of the bank, and it is also a year of laying the foundation. All businesses have been carried out steadily and healthily, showing a good development trend.
(1) The deposits of our department increased steadily. At the end of the year, the balance of RMB deposits in the whole department was 2,454,200 yuan. The increase of personal savings and corporate deposits will become an important source of deposit growth in our department.
(2) The loan scale has increased and the structure has been continuously optimized. At the end of the year, the loan was 65,438+02, with a balance of 58.55 million yuan, mainly invested in low-risk loans such as working capital loans for high-quality customers and small and medium-sized enterprises; Such as Zhaotun Chengda, Gloria, Poultry Farm, Boluofang, Zhongji, Hanqing and other projects; Among them, there are 2 personal loans from high-quality customers and 65,438+00 working capital loans from the company, with a good income level.
Second, the main work measures and successful experience
(A) market segmentation, accurate positioning, grasp the key points, active marketing. In 20 15 years, our department mainly provided financial services for individual quality customers and small and medium-sized enterprises. After defining the target positioning, the employees of the department actively worked to expand the market in all directions. Highlight competitive advantages, attract customers with quality services, and strive to be better than other banks in terms of service depth and breadth.
(two) adhere to the variety innovation and service innovation, multi-faceted development of business. Fight the tough battle of savings and deposits, strive for valuable private customers and vigorously market savings business. First, carry out standardized services, improve service levels and provide standardized services for depositors; The second is to expand the marketing scope, fully mobilize and effectively absorb the savings funds of neighboring merchants, households and old customers. Third, intensify publicity, take community activities as an opportunity to hold "anti-lucky talk", take business publicity as the medium, go into every corner of the community, increase the penetration of the Bank into the community business market, publicize our business and improve social visibility.
(3) Strengthen loan marketing, expand loan scale and continuously optimize credit structure. In order to enhance the long-term development potential, we attached great importance to speeding up the loan marketing from the very beginning, actively expanded the loan scale, and promoted the company's deposit business and settlement business. 1. Loan marketing for excellent customers and actively marketing loans for high-quality customers. At present, two personal high-quality customer loans have been completed. The second is to increase the marketing of loans for small and medium-sized enterprises, such as Chengda and Hanqing projects. Third, actively cooperate with guarantee companies to reduce the risk of credit management by introducing guarantee companies.
(4) Abide by rules and regulations, earnestly perform post responsibilities, strengthen management, and comprehensively improve the management level of credit assets. The account manager of the Bank can conduct pre-lending inspection in strict accordance with bank regulations, actively cooperate with the credit management department to conduct post-lending management inspection, and strive to ensure the safety, liquidity and effectiveness of the Bank's credit assets.
Three. Problems and difficulties in work
(1) Objectively speaking, as the Bank has just been established, there are still problems such as single business means and low social awareness, which have a certain impact on marketing work.
(2) From the perspective of business performance, RMB deposits have been hovering at a low level for a long time. As the marketing department of the bank, it has not yet reached the requirements of top-level business, which needs attention and improvement.
(3) In terms of subjective efforts, we still have many shortcomings. First, the enthusiasm of employees has not been brought into full play. Some employees don't pay enough attention and enthusiasm to their work. Second, there is a phenomenon of loosening first and then tightening, which leads to our passivity in our work. Third, there is no spirit of in-depth research in the work, no in-depth thinking when encountering difficulties or problems, and insufficient working methods. Fourth, the competitiveness of service level is not enough, and there is no obvious qualitative improvement, which is incompatible with the current rapid development of banks. Fifth, the marketing effect is not obvious, so it is necessary to increase the marketing intensity and accuracy to ensure the stable and rapid growth of benefits.
Four. Future work plan
(A) to strengthen the learning of employees, improve the overall quality of employees.
(two) strictly abide by the rules and regulations, conscientiously perform their duties.
(3) While doing a good job in credit business, pay attention to credit risks and actively cooperate with credit management departments to ensure the safety of credit assets.
(4) Strengthen team building to ensure coordinated, unified and efficient work.
(5) Deepen marketing awareness, actively explore the market, and make every effort to make the bank's deposit business grow rapidly.
The above problems will be the focus of the marketing department in the future. In the future, we will strictly strengthen management, increase marketing efforts, set high standards and strict requirements, constantly improve and improve under the correct guidance of business leaders, and strive to do all the work well.