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Practice report of marketing specialty

First, the internship time

23 May 2005-25 August 2005

Second, the internship unit

Wuhan * * Technology Co., Ltd. was established in 2002. At the beginning, I mainly engaged in mobile value-added services, seized the opportunity that the industry had just started, and successfully accessed the SP services of China Mobile and China Telecom, which made a lot of profits. With the gradual standardization of SP industry and the establishment of SMIC platform of China Mobile, Wuhan * * Technology, as a small and medium-sized enterprise, deeply felt the great risks in the industry and began to look for other investment opportunities at the end of 2004. After careful market research and analysis, we finally decided to formally enter the digital industry at the end of May 2005, starting with MP3 players. It was at this time that the author joined XX and started the company's second venture.

Third, the internship content

This internship is divided into three stages: college promotion period, counter retail learning period and Wuchang market development period.

(1) Promotion period of colleges and universities (May 27th-June 19)

At this stage, I am mainly responsible for the development and promotion activities of the university market, including the pre-research preparation, the mid-term promotion activities of Huanong and the post-event summary. As the center of three universities, Wuhan has more than 60 universities with 400,000 to 500,000 students and an annual consumption of 3 billion. In recent years, more and more businesses are salivating. Any enterprise with strategic vision should not be indifferent to such a large market. Because I have the advantages of being a student in school, I have organized clubs and many activities, so the company hopes to test the water first through me and make some useful attempts to seize the university market in the future. For me, first of all, I think the importance of the university market is beyond doubt. Especially for the digital industry, the particularity of its products even requires enterprise decision makers to raise the university market to the strategic level. But in what form should we enter the university market? Many companies hold the idea that the channel is king, and frantically do promotional activities or set up direct sales outlets in colleges and universities. I quite agree that channels are king, but we should also analyze specific problems. Any enterprise should make a profound analysis of its target consumers in order to formulate scientific marketing strategies. As our target consumers, college students have their own consumption behaviors. Outstanding performance in the pursuit of brand, fashion and personality. Consumer places are generally chosen in large MP3 stores, such as Computer City, which is the best choice. Following this habit, our college activities should make great efforts in publicity, so that college students can recognize and accept our brands and products, which is the focus of college activities. So I don't agree with those campus promotion activities that have no cost and no research and analysis. Later, the one-week promotion held in our school proved to have little effect.

(II) Retail learning period of outlets (June 20th-July 12)

An old salesman told me that an excellent salesman should first be an excellent clerk, or at least have a lot of knowledge about store sales. So I was arranged by my boss to stay at the counter of Hankou Central Computer City for almost a month. Although I find it difficult for the company to accept such an arrangement, after all, I am not in a hurry to stand at the counter. I'm here to create achievements. I want to prove my ability. I can't be inferior to others just because I am still a student. But when the man asked me if there was anything in the store, I really thought about it. In fact, the harvest is quite big. The small counter is really not simple. First of all, you can know the preferences of customers, and what model, price, function and brand of MP3 are the most popular, which are the most authoritative first-hand information. For example, in the past, I thought Beibei was the hardest to sell, and moonlight should be the most popular, but the result was just the opposite. Secondly, in the counter, you have to go to other counters and dealers to transfer goods frequently, which is an experience that has never been experienced before. Third, the image of the counter itself and the display of goods are artistic. Only by knowing more about the counter can we know more about the dealers-our customers. In the future development of Wuchang market, I often helped dealers to start businesses before I knew them, put myself in their shoes, and finally won their goodwill and our market.

(III) The development period of the Wuchang market (July1March-August 25th)

Finally, one day, my boss told me that he would send me to Wuchang to develop the market alone. The digital market in Wuhan is mainly divided into Wuchang and Hankou, of which Wuchang is the main market. Wuchang has Antarctic Computer City, Luojia Computer City, Computer World, Central China Computer City and Wuhan Computer City, which constitute the largest computer trading market and digital plaza in Central China. The so-called Wuchang people have Wuhan, Wuhan has Central China, and Central China has the world. It can be seen that the strategic position of Wuchang is extremely important. Therefore, if the company wants to gain a foothold in the digital industry and grow stronger, it must win Wuchang. But what I didn't expect was that the boss asked me to undertake such an important task alone as a person who hasn't started business yet. Because the Wuchang touched it at first, but the effect was not very good. Because our company is in Hankou, and some channels are also in Hankou, Wuchang is saying that there is no one in the DPRK. Our products are all branded by ourselves, and most of them are male model machines, lacking advertising support. At this time, the MP3 brand has been established in Wuchang market for more than a few minutes. Those dealers don't want to cooperate with a brand of a small company that has just been listed, and their popularity is not high in their view. For these reasons, no one in the company has mentioned wuchang city Yard for some time. Now the boss has arranged this, which makes me very uneasy. If you really want to enter such an important market, it is reasonable to send experienced senior sales staff. Are you testing me? But I can't. On the one hand, it is impatient with the store, on the other hand, it is eager to prove itself. Success is a hero, failure is not a big problem. After all, I am still an inexperienced student at school. So I hesitated and agreed. From 13, I began a rough life of shuttling through several computer cities in Wuchang in the morning and reporting back to the company in the afternoon. Through communication with dealers, we know that these dealers also have their own difficulties. There are too many MP3 players now. Many small brands come to join in the fun when they see others making money, and leave when their profits decrease. MP3 is a consumable product, which often has problems, so after-sales service is very important. After those upstream manufacturers quit, all after-sales problems were left to dealers, and many dealers suffered heavy losses. So while we are checking the distributors, these distributors are also checking our upstream companies. After analysis, I think the most important thing to solve the current situation is that the company should do several things well: 1, set up an office in Wuchang to reassure customers and facilitate communication with customers; 2, do a good job of publicity, on the one hand, improve brand awareness, on the other hand, show customers our sincerity and determination for long-term cooperation. With my efforts, the office was finally established, and I naturally became the director of the office. In addition, the company sent me two helpers: one to help me with my work and the other to be in charge of inventory and finance. I also helped the company to get started. By the time I left, 65,438+00 dealers had cooperated with us. Unfortunately, when I opened the Wuchang market and set up the Wuchang office, everything was on the right track, but I had to leave because of study and other reasons.

Fourth, the internship sentiment.

This internship, * * * lasted for three months, not too long, not too short. Although doing is not the same as learning, I still have a lot of feelings.

(1) I proved my worth. At least I know that if I go out to work now, I don't have to worry about my employment. The rest of the time, I can only do better, learn more, weigh more and find a better job.

(2) From my professional point of view, there are many problems in the management of many small and medium-sized enterprises, the most prominent performance is the loose organizational structure. Some companies have no organizational structure at all, and the boss has the final say in big and small matters. Although the efficiency of making decisions in an emergency is very high, it will become the bottleneck of the company's development.

After such a long time of understanding, I once again deepened my impression of Wuhan. There is no doubt that Wuhan is a great city, but its development has its inherent deficiency, that is, it is too lonely, and there is no satellite city around it to develop with it, which will inevitably restrict its long-term development, which is also the reason why Wuhan's economy lacks vitality.

The internship is over, and it's time for me to start a new life. In my small college life, I still need to do a lot of things, such as continuing to learn English, such as studying professional courses in depth, such as continuing to pay attention to the industry. Whether I am a professional manager or start my own business in the future, the accumulation in the university must be a fortune in my life!

Marketing practice summary report

Due to the great attention of department leaders, the active support of internship units and the joint efforts of internship teachers and students, the 2004 undergraduate graduates are real.

The students' practice went smoothly and achieved good results, but it also reflected some problems. This year's graduation practice fully implemented the practice plan, standardized the practice management, improved the practice teaching quality, and put forward some constructive suggestions.

First, the basic situation of internship

1. The internship period is from March 22, 2004 to May 9, 2004, * * * seven weeks.

2. There are 32 internship sites. There are 25 practice points in the autonomous region and 7 practice points outside the region. Please refer to Annex 1 "Statistical Table of Internship of 2004 Undergraduate Graduates" for details of the specific internship location.

3. Internship content

The content of internship can be classified into two categories. One is the work within the scope of this major, and there are also individual ones.

4. Number of interns

(1) Intern students. In 2004, 13 1 students from three graduating classes all participated in the internship.

(2) Practice instructor. *** 17 people. Because there are many and scattered internship sites, department leaders, teaching and research section directors, teachers and related administrative personnel all participate in internship guidance.

5. Internship Form

According to the requirements of the academic affairs office of the college, centralized internship and decentralized internship are adopted. Scattered internship students contact the internship unit by themselves, and all of them issue written materials signed by three parties (individual application, parents' consent and internship unit acceptance certificate). The internship units of centralized internship students are contacted by the department. All internship units have professional teachers to guide them. Internship is divided into graduation internship and graduation design. Graduation design 107 (3 1 practice point) and 24 (1 practice point). According to the students' personal wishes and characteristics, the graduation design students are selected, and other students participate in the graduation design.

6. Statistics of internship results

(1) Received an internship appraisal from each of the 32 internship sites (the internship unit's seal is valid). The appraisal made an evaluation for each student, and 13 1 student units all passed the appraisal.

(2) Received 1 12 student internship report. One for each graduate student, *** 107; Graduation design for each group 1, each group ***5. The internship reports are all qualified.

(3) Received 1 copy, *** 17/copy of the internship summary report of each intern teacher. The report consists of three parts. The first is the evaluation of students' performance, ability, discipline and basic knowledge during their internship. Second, combine the opinions of the internship units and give each student a comprehensive internship result under their guidance. The third is to put forward suggestions or suggestions for improving the teaching problems reflected in the graduation practice. All the students' comprehensive internship scores are all qualified.

Second, the internship performance and effect

Achieved the expected purpose of graduation internship. In the practice of school and society, students have a more specific understanding and objective evaluation of themselves and their work. This kind of practice takes the form of decentralization. In principle, we should focus on employment practice and combine the topic selection of graduation thesis. This internship involves a wide range of units and the overall level of the enterprise is relatively high. The harvest of internship is mainly reflected in two aspects.

1. Working ability. During the internship, the vast majority of students are active, eager to learn, serious and responsible, and actively participate in enterprise market research, product sales, foreign trade negotiations, administrative management, financial management, production and operation management, human resources management and so on. At the same time, carefully complete the internship diary and write the internship report, and the effect is good. The feedback from the internship unit shows that our students have strong adaptability and certain organizational and communication skills, which are generally well received by the internship unit. Most students are competent for the work assigned by the unit. In graduation design units and some enterprises, interns put forward many reasonable suggestions and did a lot of practical work, which contributed to the efficiency and development of enterprises.

2. Practice methods. The internship unit designates instructors, teachers and apprentices to guide students' daily practice. In the internship unit, students have completed the dual tasks of study and work in a dual capacity. They go to work like employees of the unit and complete the work of the unit; As a student, I study with an open mind and try my best to acquire practical knowledge. Students' serious working attitude, strong working ability and studious spirit have been well received by the internship unit and its instructors.

3. Internship harvest. There are four main aspects. First, by directly participating in the operation process of the enterprise, I learned practical knowledge, further deepened my understanding of theoretical knowledge, improved my knowledge in both theory and practice, and successfully completed the practical task of undergraduate teaching. Second, I have improved my practical working ability and accumulated some valuable practical experience for employment and future work. Third, some students are recognized in internship units to promote employment. Fourth, accumulate materials and graduation thesis materials.

4. Organization and management. The members of the internship leading group personally went to the internship unit to inspect and guide the internship work, coordinate and solve the problems encountered in the internship, and summarize and exchange work experience.

Instructing teachers to do their duty in the whole practice process plays an important role in ensuring the quality of practice. At the beginning of the internship, teachers went deep into students and internship units, made clear the internship outline and internship plan, and made clear the internship purpose and requirements. In the practice process, combined with the specific situation of the practice unit, help students learn to analyze and solve problems in detail, learn to deepen professional knowledge, guide practice with professional knowledge, and guide students to do specific work; In the practice point with little business, guide students to "find something to do" and tap practical experience; Check the diary of students' internship work, grasp the internship situation, and guide the work in a timely and effective manner; Urge students to finish the internship report carefully. After the internship, teachers should check and evaluate students' internship results, participate in internship exchange meetings and complete internship summary reports. The instructor communicates with each student once a week on average. Guidance methods include telephone, email, next point, interview, etc. Basically, the purpose of finding problems in time, solving problems and improving the quality of practice has been achieved.

The instructor of the internship unit is serious and responsible. Not only to guide the specific work, but also selflessly introduce their own work and social experience.

5. School-enterprise relationship. Before and after the internship, the department leader led the intern teacher to visit the internship unit to thank him, and at the end of the internship, the department sent a thank-you letter in a unified format to the internship unit. Internship students actively cooperate with enterprise work, and their mental outlook and actual work performance have played a good role in promoting enterprise work. The school-enterprise relationship has been further consolidated and developed.

6. Summarize the communication. After returning to school, various forms of exchange meetings were held, with rich content and warm atmosphere. Students actively tell their own experiences, experiences and feelings, with rich topics and informative arguments. The internship instructor visited the exchange meeting site in person, which not only affirmed the students' achievements, but also pointed out the shortcomings in the internship and commented on the students' views or experiences. It is of great guiding significance for job hunting and future work.

Third, suggestions for improvement of internship

1. Add a useful link. A common experience of students is "use books, hate less". From commodity management and price determination of sales terminals to channel control, advertising, new product development and market research, extensive theoretical knowledge is needed. Some units are highly professional, and students come back from work to find books and consult teachers. Students from other internship sites also took the initiative to participate in suggestions. It has greatly stimulated everyone's enthusiasm for learning, and many students regret that they have not studied hard enough. A common problem is that students want to participate in an actual marketing planning activity, systematically understand the operation process of enterprises and enhance their practical ability. In our teaching plan, although there is a second-year social investigation internship, it is unprofessional and lacks investment. If short-term professional social practice is offered in grade three, it will promote students' learning and further increase their practical knowledge. If we increase the actual marketing planning content, it will increase the workload of teachers. However, increasing social practice is indeed an important way to achieve the training goal of marketing professionals, especially helpful for students' employment. We initially plan to add marketing planning practice items to increase the number of participants from 5% to 10%. It is suggested that schools should incorporate professional social practice into their teaching plans.

2. Acknowledge the workload of teachers in guiding social practice. At present, teachers' social investigation practice and graduation practice are not included in the teaching workload, and teachers' enthusiasm can not be mobilized. There are also repeated practices that are always difficult to achieve results. Including graduation thesis, there are also such problems. Guiding social practice and graduation thesis requires teachers to invest a certain amount of time and energy to get results. Summing up the experience, we can know that whether it is social investigation practice, graduation thesis writing or activity planning, we have invested a lot of work and even personal research results to guide teachers to achieve every good result. Therefore, while further standardizing social practice and graduation thesis, we should affirm the workload of teachers, so as to encourage teachers to invest, not become a mere formality, and truly achieve practical purposes. One of the most effective and transparent ways to recognize teachers' workload is to incorporate social practice and graduation thesis work into teaching workload.

3. Deepen the teaching reform. Adjust the curriculum according to social needs. During the internship, I learned that the society needs a large number of marketing talents at present, but it is difficult for our students to find suitable positions. The objective performance is that enterprises generally recruit people with several years of work experience. In fact, what enterprises really need is talents, which is reflected here: fresh graduates are not talents. We can't change the recruitment conditions, we can only make ourselves talents. How to become a successful student is an urgent problem we are facing. First of all, we should study the connotation of marketing talents, and then adjust the training objectives, curriculum, teaching objectives, teaching plans, students' knowledge and quality requirements. We should strengthen employment guidance and attach importance to the employment rate, which is an important foundation for the survival of the college.