Marketing summary model essay 20 19

To do marketing work, we should always sum up our work, constantly improve our working methods and improve our business ability. Below, I have compiled several "Model Articles on Marketing Work Summary 20 19" for your reference only.

Summary of Marketing Work Model 20 19 (1) With the rapid development of electronic technology, self-service banking, online banking, telephone banking and mobile banking have come out one after another, and ordinary people have enjoyed the convenience brought by high-tech achievements. However, high-tech machines such as automatic deposit machines, ATMs and multimedia tools also make customers feel a little cold, and middle-aged and elderly customers feel helpless about these modern high-tech electronic devices. Modern people not only need convenient financial management tools, but also long for emotional communication between people. Counter, a square place where banks communicate with customers face to face, adds a strong emotional color between banks and customers.

Counter marketing is a promotion method of bank marketing. In a narrow sense, it is to use the existing counters and personnel to handle business for customers and sell other financial products that customers need. The products provided by banks contain services in essence, and some products even show services directly. Wealth management products are the carrier of services provided by banks. The quality of financial products, in addition to adding value, is the level of service. It is also one of the important reasons why customers choose banks. Then, how to do a good job in counter marketing, meet customer needs to the maximum extent, cultivate customer loyalty and gain competitive advantage? In the long-term counter service, there are the following points:

First, no one will refuse to smile.

Smile is a kind of self-confidence, a silent language, conveying friendly information, and the most abundant and infectious expression in people's communication. The counter is the window of the bank, and the mental outlook of the counter staff represents the management level and image of the bank. Tellers' marketing skills and enthusiasm are one of the important factors that determine the market share of bank wealth management products. If a customer comes to our counter and sees an expressionless face in the counter, will the customer come again? The answer is obvious!

No matter whether you are too stressed at work or tired, no matter what the reason is, you can't put on a face of creditors. This will make customers feel that he is an unwelcome person, which will cause customers' dissatisfaction and shut many customers out. To tell the truth, in the face of all kinds of people in this world, it is difficult for everyone to be 100% satisfied with their work. So, what should we do? A smile is an invincible weapon. Keeping a good attitude and forming the habit of smiling is not harmful to yourself, but it has left a good impression on others and caused a pleasant buzz in others' hearts, which makes customers feel enthusiastic when they walk into the bank, even if they go to the bank for business for the first time, they will not be afraid. As long as we really pay, we will be rewarded, bring happiness to others and make ourselves happier. Our heartfelt smile has greatly improved customer satisfaction.

Customers sometimes take it out on you when their requirements are not met. At this time, a smile is a secret weapon. As long as you make a compromise, keep smiling, calmly and patiently explain, and fully state the reasons, I believe that customers will gradually calm down. So, don't be stingy with your smile.

Second, knowledge is power.

There is a saying that the difference between people is actually the difference in learning ability. Due to the differences in personal quality, experience and training level, the service level is high or low. Therefore, through study and training, we should master the characteristics of various products and applicable people, and make personalized recommendations to customers, such as introducing local and foreign currency notice deposits, gathering treasures, credit cards and other products. For mid-to-high-end customers, all-in-one local and foreign currency accounts, foreign currency exchange and agency services are launched for ordinary customers. Mastering the operation rules of various businesses, improving their own ability to analyze and deal with problems, improving service quality, and enhancing customer satisfaction and loyalty, so as to retain customers and win their trust, marketing will be successful.

Third, put yourself in other's shoes and strengthen communication.

It is necessary to establish the idea of empathy, stand from the customer's point of view, think what the customer thinks, be anxious about the customer's urgency, and strengthen communication. First, it is necessary to strengthen communication between internal departments, straighten out business processes, and put an end to service quality problems caused by insufficient internal coordination. There was an example before: our promise to customers was that it would take five working days to change credit cards. As a result, the punching department ran out of blank cards and asked the accounting department for a demand. The accounting department said that it was necessary to wait for the office to arrange a car to go to the provincial bank to pick up the blank card, which led to the customer not getting the card at that time, which had a very bad influence. At that time, the customer felt very angry and made a complaint, demanding that the teller and supervisor be laid off. In this case, smiling service and patient explanation are useless, and it is difficult for a clever woman to cook without rice. The attitude of customers is understandable, which is caused by the lack of communication and coordination between various departments within the bank, and the bank has violated its promise. Are there few examples of counter staff being bombarded by customers for similar reasons? Therefore, first of all, internal communication and coordination should be smooth, so as to fully ensure the normal operation of all links. The second is to strengthen communication with customers. Don't bring personal emotions to work, face the work with full spirit and serious attitude every day. When the customer speaks his needs, we should be the best listeners and listen carefully to the customer's needs. From the customer's point of view, timely put forward financial advice in line with customer interests, so as to achieve real communication with customers. In order to provide customers with all-round services, customers can get more than expected demand.

Fourth, make full use of self-service equipment to reduce the pressure on the counter.

As a sales channel, the counter is not only the deposit and withdrawal business, but also the collection and payment of various expenses and various forms of financial management, which undoubtedly increases the pressure on the counter. If tellers have to queue up for a long time from the beginning to the end of the business, how can they have time and energy for marketing? Therefore, we can guide the simple business handled by scattered customers to self-service equipment, online banking, telephone banking and other channels, appropriately reduce the work pressure of counter staff, and can handle some complex businesses specially and actively carry out marketing at the same time. This not only reduces the queuing phenomenon, improves the work efficiency, but also saves a lot of time for customers, and finally ensures the service level.

Five, targeted, do a good job of differentiated marketing.

The "28" rule in marketing tells us that 80% of the profits of enterprises are created by 20% customers, while the other 80% consumers only create 20% profits. How to tap high-quality customers, retain old customers and strive for new customers is a top priority. Banks have unique advantages. They have a lot of customer information. We can provide differentiated convenience services and supporting services according to customers' age, gender, occupation, income, education level and other market segments, and according to the different needs of customers in different market segments, so as to achieve high quality and no difference. When dealing with high-end customers or old customers, if you can take the initiative to greet customers, accurately address a gentleman or a lady, and show your familiarity with customers, so that customers feel valued, then taking advantage of the trend to promote new products, I believe it will have a multiplier effect; For another example, for new customers who come into contact with the bank for the first time, we should actively and enthusiastically introduce the types and methods of services, do a good job in customer financial management in time, do every business accurately and quickly, and leave a good impression on customers.

How to do a good job in counter marketing? In the final analysis, it is quality service. The traditional service concept holds that when customers come, pouring a cup of tea and sending a glass of water is quality. In fact, with the accelerated pace of life and the continuous improvement of urban modernization, accuracy, efficiency and speed are the quality services advocated by people. The innovation of financial products and service products and the upgrading of hardware and equipment can be easily realized by competitors as long as they invest resources; Only by taking high-quality service as the breakthrough point and forming a distinctive service style, it is difficult for competitors to imitate success in a short time, and we can be invincible in the fierce competition!

Summary of marketing work: 20 19 years (2) 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

(1) The deposits of our department increased steadily. At the end of the year, the balance of RMB deposits in the whole department was 24.42 million 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; 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 19, 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.

Summary of Marketing Work Model 20 19 (III) Since joining the company's marketing department at the end of last year, under the correct leadership of the leaders, I have actively carried out a series of work such as market research, center opening and center promotion. In a blink of an eye, in the work of 20 19. Looking back on the work during this period, although the contribution of the marketing department to the company is meager, it has finally taken the first step of development. After working in the company for several months, I have completed some work, accumulated some valuable experience, gained some gains, and clearly recognized some shortcomings in my work. The following is my summary of my work in the past year.

I. Market research

1, market information collection

The market information of the medical industry is mainly collected through the Internet and the media, mainly through the medical industry, medical-related industries, hospital word of mouth and other information. Channels include: government agencies, medical institutions, financial institutions, announcements, and new regulations for the property industry; Property associations, government agencies and organizations release information; Information provided by real estate industry research institutions; Advertising companies, media, public libraries and real estate market.

2, information analysis and screening

Project information includes proposed and under-construction projects, which are classified and summarized according to their functions, and the building profile, developers and users of each project information are further investigated to confirm and improve all the information as the first-hand information for business development. In addition, the project information needs to ensure its accuracy and timeliness.

All information related to business development collected by market research is classified and summarized according to competitors, investors, developers, owners, local industry authorities and property industry policies, and integrated and filed.

3. The establishment of marketing information database

The marketing department should establish its own database, and through reasonable classification and system integration of the collected information,

All information collected by market research will be entered in time to facilitate future work. At present, there is little and incomplete information in all aspects of the medical market, which will be further improved in the future work. Existing deficiencies and improvement measures:

1) Some information is wrong and outdated, which affects the promotion process. In the future market research, we should strengthen the accuracy and timeliness of information.

2) The market research is not strong enough, so it needs to be strengthened. More research channels should be expanded and more energy should be devoted to the research work in order to obtain more and more comprehensive market information.

3) There is no systematic integration of information, which is not easy to consult, so it is necessary to establish a perfect marketing information base.

Second, the opening of the center.

A lot of opening activities have been done this year, which cost a lot and the effect is not particularly good. I think it is better to put the expenses of opening activities on publicity or promotion. Existing deficiencies and improvement measures:

Open activities should be cancelled as much as possible, or held in the form of expert lectures. Affectionate media, try to bring patients here as soon as possible.

Third, the promotion of the center.

1, soft article: xx202 Hospital published soft articles in Liaoshen Evening News twice this year, and achieved a rate of return of over 1 to 2.5. Compared with other propaganda methods, the form of soft text is to spread the content that needs to be publicized in a readable way. It is relatively easy to achieve good results. However, because the carrier of offline soft text only exists in newspapers and magazines, the price and publicity times are limited. Therefore, in the choice of future publicity, we should minimize the choice of this kind of publicity in big cities or fast-paced cities, and small cities or areas with low publishing costs can adopt this kind of publicity.

2. Rolling subtitles: Aerial advertising is a publicity method adopted by many small and medium-sized cities this year. Aerial advertising is cheap and widely publicized, and because it is broadcast through local cable TV stations, it has certain compulsory viewing in the local area and has achieved certain results. However, due to the increasingly strict management and restriction of national radio and television in the future, this propaganda method may be gradually cancelled with the strict control in the future.

3. Radio advertising: Several radio publicity campaigns have been conducted this year, but the results are not good. Radio content and special talk shows are not effective. But the advantage of broadcasting is that the cost is relatively low, the target audience is suitable for the company's equipment audience, and this group has stable listening habits. The following publicity can be changed from fixed broadcasts and special lectures to medical programs in which experts from departments are invited by radio stations as guests, and specific publicity and answers can be given to this group.

4. Newspaper news: Newspaper news propaganda has two characteristics: the highest credibility and extremely low cost, and it is often used for interviewing and shooting some business activities. Unless there are good news spots or training meetings later, there are few opportunities to find journalists to carry out news propaganda. Due to the high credibility of this publicity method, making appropriate news points will bring better publicity effect to the equipment.

5. Training courses and gifts: As the organizer, the training course needs to invite experts to attend the training, which has a very good effect on future referrals, but the disadvantage is that the cost is relatively high. And the effect is slow. As a sponsor of other conferences, if you are allowed to give a speech for a period of time, or have a booth, you can have a good cost performance and a certain publicity effect, with less risk.

6. Community activities: Community activities are the key direction of future publicity activities. Community activities directly allow doctors to face patients and conduct one-on-one publicity activities through direct communication. Moreover, the cost is low and the benefit is the most direct.

7. Video advertising: Video advertising has a very large audience. Although it has a very good publicity effect, it cannot be popularized in big cities because of its high price. The propaganda direction of TV video advertising in the future is to shoot long-term promotional videos and carry out targeted publicity in small cities. Existing deficiencies and improvement measures:

We have also used many ways to promote this year, and the effect of soft writing, community and broadcasting is still good. In the future, we will take soft writing and community as the top priority of publicity.

Fourth, personal summary

Only by putting yourself in a correct position and being familiar with the basic business of this department can we adapt to the new job as soon as possible. Without skilled professional knowledge, we are not qualified for this job. Familiarity with professional knowledge is the premise of doing a good job. Due to the lack of work practice and related work experience, there are still many shortcomings in the work. You should consciously strengthen your study and self-cultivation and try to adapt to this job. So in addition to catching up in a short time, I also need the guidance and supervision of leaders and colleagues.

Only by actively integrating into the collective and handling all aspects of interpersonal relationships can we maintain a good working condition in the new working environment. Attitude determines everything, the market competition is becoming more and more fierce, the market mechanism will become more and more standardized, every company and everyone will face constant changes, and there will always be new challenges ahead. What kind of attitude you take, what kind of results you will get. A patient and meticulous work attitude is a commitment to yourself. Only by developing a good working attitude at work can we win the recognition of the general manager and colleagues.

We must adhere to principles, implement various rules and regulations, and manage carefully in order to fulfill our due responsibilities. Job responsibilities are the requirements for one's own work and the criteria for judging one's own work. Since you are engaged in business work, you should always take your job responsibilities as the standard of measurement, start from bit by bit in your work, and strictly follow the terms of your duties to demand your behavior. Strive to satisfy the leaders and gain their recognition and trust. Maximize the value of their work.

It is necessary to establish a sense of service and strengthen communication and coordination skills. Only by striving to improve their execution ability can we do our job well. At work, I always remind myself that only the relationship between the superior and the subordinate, internal and external work are treated equally, and all the work arranged by the leaders can not be sloppy and negligent. When accepting a task, on the one hand, we should actively understand the intention of the leader and the standards and requirements that need to be met, and strive to complete it ahead of time within the required time limit, on the other hand, we should actively consider and supplement it. In order to better assist other colleagues in their work.

The work of the marketing department is my duty, but what I do is more complicated. Marketing promotion and advertising, marketing promotion and advertising do the most is our offline promotion. We have also thought of many promotion methods and racked our brains for advertising. We have thought a lot about newspaper entrainment, portal advertisements, car body advertisements, elevator advertisements, soft-text propaganda, TV broadcasting, community activities and so on. And we have prepared a lot. But as a development company, we can't compete with big companies and take money to smash the market. That's impossible. Every penny should be spent on the blade. The boss is open-minded and can't afford to invest a lot of money. We can use a little money. Neck, shoulder, back and leg pain is a long-standing problem all over the world. Neck, shoulder, back and leg pain is mostly a group of diseases caused by chronic strain and aseptic inflammation. Patients have pain, swelling and even limited function. Common diseases include cervical spondylosis, scapulohumeral periarthritis, tenosynovitis, lumbar disc herniation, lumbar muscle strain, hyperosteogeny and other diseases. Because the onset is hidden, the symptoms are atypical or the pain is light or heavy, and sometimes it can even be relieved by itself, so it is not recognized by the majority of patients, thus missing the best opportunity for treatment. After this year's accumulation, we want to focus on community referral.

Here, thank you very much for giving me this platform, support and guidance. In my future work, I will actively learn from my work experience, overcome my shortcomings, love my job, correct my bad work attitude and explore practice. By watching more, learning more and practicing more, I can improve my skills and do better in various businesses. I also hope that our collective will continue to glow with new brilliance and glory in the new year.