Internship report! urgent

Internship is a necessary experience for every qualified college student. It enables us to understand the society in practice, learn a lot of knowledge that we can't learn in class, broaden our horizons, increase our knowledge and lay the foundation for our further social development.

As students majoring in marketing, if they simply study the knowledge in books, they can't understand and master the principles and essentials of marketing management well. In order to combine professional theoretical knowledge with practice, we have a systematic perceptual understanding of the marketing operation of enterprises, understand the process of how enterprises make their products gain a place in the market, and learn the practical experience of enterprise marketing management. In the course design, the college arranged for our major to practice around 16 to 20.

I went back to my hometown and finally found an internship unit. In the process of finding an internship unit, I really felt "it is difficult to find a job". I really want to thank the manager of this smart store for his internship at Dixintong. He not only gave me an internship, but also taught me a lot and increased my work experience.

Practice time

June 30(th), 2007

Practice place

A30, Floor 1, Wenchang Road Property Plaza, Gaoming District, Foshan City

Practice units and departments

Foshan d.phone telecommunications equipment co., ltd. Gaoming chain branch sales department

Fourth, the internship content

Through the internship in Dixintong, I learned about the general situation of production and operation, marketing strategy, various promotion methods, how to conduct market research, management experience and ideas for future development.

My internship report is divided into the following parts.

1, the overall situation of production and operation of the internship unit. Dixintong is the largest professional mobile phone chain enterprise in China. It was established in Beijing on 1993. After more than ten years of development, it has now developed into a chain store covering North China, East China, Central China, South China, Northwest China, Northeast China and Southwest China, with more than 800 stores. 1999 Dixintong initiated the nationwide chain operation mode and took the lead in proposing "hypermarket". Annual sales of 5 million mobile phones, annual sales of more than 5 billion yuan. In just three years, Dixintong's stores have basically covered the capital cities of the country, and there are whirlwinds of prices and promotions everywhere. Today, Dixintong, as the only real professional mobile phone chain enterprise, has a full range of products and related accessories, and has also made good achievements in the application of mobile phone functions. Gaoming Dixintong is a branch of Foshan Branch. At the beginning of each month, the branch will work out the planned sales volume and gross profit of the month according to the actual situation in the region, and specify the backlog of mobile phones. After these tasks are formulated by the branch, our store will assign work tasks to employees at the beginning of the month, and the incentive mode of "radish plus stick" will be adopted when assigning work. For example, this month's backlog machines are MOTO's W208, C26 1, L7 1 and Lenovo's E320, E303 and V350. A * * * has 15 sets. On average, each salesperson has to sell 3 sets. If one set is sold that night, it will be returned to 15 yuan. When paying wages, each set will receive 3 yuan bonus. Not sold after a month, each set will be deducted from 3 yuan. The task of each salesperson this month is to achieve a gross profit of 3,000 yuan for 20 sets, which means that this salesperson will sell 20 mobile phones this month and the gross profit will reach 3,000 yuan. This is a good management method.

2. The marketing strategy of the internship unit. In order to organize effective marketing activities, enterprises must formulate reasonable marketing strategies. Here I mainly use 4P (product, pricing, channel, promotion) to analyze the marketing strategy of my internship unit.

(1), product mix strategy. Product refers to anything that can be provided to the market to meet people's desires and needs, including objects, services, places, organizations, observations, ideas, etc. When a consumer wants to buy your mobile phone, he doesn't just want it. The main function of mobile phone is to make phone calls, and the technology is changing with each passing day. Now mobile phones not only stop making calls, but also consider other additional functions, such as MP3, MP4, pixel size, Internet access, memory card, Bluetooth support, infrared support, smart phone, clear sound quality and picture quality ... So consumers will also consider the configuration of mobile phones. How many batteries, several chargers, earplugs, data cables, Bluetooth headsets ... Modern consumers are very smart. When buying products, they will care about after-sales service, which is a guarantee of products. Every time a customer asks this question, we will say, "We strictly implement the three guarantees policy stipulated by the state: 7-day replacement, 15-day replacement, one-year warranty and nationwide warranty. The product mix strategy includes the following points: ①. Expand the product portfolio. 2. Reduce the product mix; ③ Product line extension strategy, including downward extension, upward extension and bidirectional extension. ④ Product line modernization decision. ⑤ Product line calls for decision-making. After launching a product, manufacturers will go through the investment period, growth period, maturity period, and then decline period, or competitors will appear at a certain period of life or ... For example, Amoi M330 is a combined version of M300, and Nokia 5700 is a combined version of 3250 and 5300, both of which combine the advantages of the other two models; Many mobile phones have three grades: high, medium and low, which can only be owned by market segments.

(2) Pricing strategy. Price is the most complicated factor in marketing mix, and the determination of enterprise price should be demand-oriented, cost-based and competitive price-based. Dixintong is the largest mobile phone chain store in China. With a number of brand mobile phone manufacturers to achieve a comprehensive direct supply, in the purchase price advantage, so the price is lower than peers. When pricing products, we should consider many factors, including product cost, competitors' pricing, and the selected pricing methods. In our store, I found that the pricing methods we use are "mantissa pricing", and many prices end with "8" or "9". Moreover, after investigating our competitors, we found that our prices are generally lower than theirs.

(3) Channel strategy. After years of efforts, Dixintong has become a retail brand with considerable popularity and reputation. The company's sales channels have also expanded from three-foot counters to more than 800 retail stores covering nearly 70 cities in 25 provinces and cities across the country, winning strong support from operators, manufacturers and agents, and playing an important role in the communications industry. Dixintong's subsidiary has become the largest mobile phone retailer in the region. It has maintained long-term close strategic cooperation with manufacturers and agents, and is the designated distributor and after-sales service provider of many domestic mobile phone brands. At the same time, Dixintong Company relies on the huge retail network resources all over the country, adopts national group procurement and distribution, and realizes comprehensive direct supply with brand mobile phone manufacturers such as Nokia and Motorola. Dixintong also joined hands with telecom operators to build a business hall and intervene in virtual operation, which is the preferred deep partner of telecom operators. In 2003, the company cooperated with Oracle Bone Inscriptions Company to develop ERP (Enterprise Resource Planning) system. The successful launch of the system enables enterprises to obtain the sales data of any retail point in real time, thus realizing a true "confidant".

(4) Promotion strategy (various promotion methods of internship units). The basic ways of promotion can be divided into advertising, personal promotion, sales promotion, public relations and direct marketing.

Advertisements and leaflets come back every half month. The leaflet is designed to have different publicity themes every month to promote the launch of some new products and some special mobile phones. For example, the theme of the electricity in July was "Guangdong Dixintong celebrates the tenth anniversary of Hong Kong's return to the motherland"; The theme of Xiadian in July is "Happy holidays and happy summer"; In August, Shang shopkeeper titled "All the way to send warm's new life". There is a shelf for reading leaflets and some posters for free at the entrance of the property square, and there is a big Dickson billboard above the property square.

Personnel promotion is the most important link in our retail mobile phone store. Sales staff pay great attention to sales methods and skills when selling mobile phones to customers. First of all, when customers come in, they should gently say "Hello, Dickson!" Give customers a feeling of thoughtful service, which is due to our company's business purpose: "service creates the future." Then, we should observe and understand the customer's needs, choose the appropriate products to introduce to customers, and skillfully introduce the various characteristics of products to customers to arouse their interest. In the process of sales, let customers feel that this transaction is profitable, cheap and worthwhile, and let customers feel that they are thinking of their customers in the form of friends. In the process of contact with customers, salespeople should judge the types of customers, combine their own understanding of products, quickly focus on the focus of customers' interests, and launch sales around one or two focus points, so as to be targeted. After discovering the focus of customers' interests, you can focus on demonstrating to them that your products can solve their problems and meet their needs. However, it should be noted that most customers don't like you taking up too much time, so it is necessary to choose a focused demonstration product. During the demonstration, the sales staff must be well-trained and behave naturally, leaving a clean and capable impression on customers, and at the same time, they will have confidence in their control of the products. After a series of efforts to arouse customers' interest, the next step is to stimulate customers' desire to buy. This stage, in general, is a psychological war between salespeople and customers. It is very important to use your head to grasp the customer's psychology quickly and accurately and dispel the customer's doubts at an appropriate time.

Public * * * relations, so that enterprises in the promotion of shaping the perfect self. A good corporate and product image can arouse customers' goodwill and interest, win the public's trust and support, and thus promote the sales of corporate products. Yan, the top liberal arts scholar in Guangdong Province, dropped out of Gaoming No.1 Middle School this year. Dixintong seized this opportunity, contacted her through various channels and gave her a mobile phone for free. Establish an image in the public mind.

Promotion refers to enterprises using various short-term incentives to encourage the purchase or sale of enterprise products or services. A wide range. I once learned about the promotion strategy of China Mobile in a conversation with a customer. She said that the mobile phone she is using now was bought at the one-dollar machine in China Mobile Business Hall. I was surprised and suspicious at that time. Because the machine she uses is NOKIA5300, and our evaluation price here is 1500 yuan, how can she buy it for one yuan? Look at her mobile phone, with the logo of China Mobile on it, and find that her mobile phone was ordered by China Mobile and Nokia manufacturers, and its main functions are the same as those sold in our store, but even those ordered by China Mobile and Nokia manufacturers are not so cheap. Then she told me that this mobile phone was bought by her 1.990 yuan calling card and 1 yuan. Now there is 1990 yuan in this mobile phone, but she wants to use this calling card 10 years, and now this mobile phone is hers. I am thinking that this promotion method used by China Mobile is also very effective. I also suggested to the store manager to hold an activity of buying a mobile phone to send phone bills, but this can only be done if the company draws money.

3. How does the internship unit conduct market research? In the first week of this internship unit, I opened a branch of "Asia-Pacific Mobile Phone City" on Cangjiang Road, called "Junning Mobile Phone Chain Store". I have been promoting and distributing leaflets before opening. They chose to open on Saturday. The first day of business was crowded with people, and many preferential activities were held. Our store has introduced some mobile phone discounts, which are also supported by manufacturers. On the first day, 99 yuan purchased the machine, which attracted many people early. After that, I have done several surveys in the past, and I feel that the traffic is very large and the transaction rate is quite high. According to a friend who works in it, he got a cash refund from 160 yuan in the first week. In the process of investigation, we found that their mobile phones are more expensive than our stores, and the stores are bigger and more varied than ours. The storefront is brighter and the product promotion is focused. Moreover, the geographical location of Junning mobile phone chain store is a main road and a mobile phone street, and there are relatively large mobile phone stores around it, such as China Mobile, China Unicom, Suning Appliance, Asia-Pacific Mobile Phone City, etc ... The first thing consumers think of when they want to buy a mobile phone. Moreover, the location of our store has both advantages and disadvantages. The first is in the property square. Where is the smart property plaza? The property plaza is located in Wenchang Road, a commercial prime location, and the shops in Wenchang Road are all middle and high-grade shops. Wenchang Road and Property Plaza are well-known business districts in Gaoming. When people talk about these two words, they will think of "shopping" and "consumption". The flow of people is relatively large, but Dixintong is in the property square, and the storefront is not very large. People who don't pay much attention don't know it's in the property square. This is related to Dixintong's short opening time and insufficient brand promotion in Gaoming.

4. Practice unit management experience and future development ideas. (1), in order to better serve customers and expand business, Dixintong has established its own e-commerce website/by combining e-commerce with traditional retail, and launched the "four-hour delivery" system by taking advantage of its extensive physical advantages, and cooperated with large portal websites such as Sohu to establish an online mall. At the same time, Dixintong's wireless value-added service has also developed rapidly, covering access services in 365,438+0 provinces and cities nationwide, becoming the largest SP enterprise in China. So as to increase the profit growth point of enterprises and improve their competitiveness.

The member club established by Dixintong Company for a long time keeps the information of each of our customers. Up to now, there are nearly 6,543,800,000 member users, who pay regular visits to them, provide nationwide joint warranty and free warranty services, and also provide many informative and entertaining customer activities to build a loyal customer base. In Gaomingdian, every time we sell a product now, we will send a "Shangfeng Card", which can not only keep the customer's information; You can also inform customers to pick up gifts when delivering them in our store. Notify customers when there are promotional offers; This card is not limited to the customer's own use, but can be lent to the customer's friends. When customers' relatives and friends come to Dixintong to spend money, this card can also play the role of discounts and points.

(2) Based on the concept of service creating the future, the purpose of customer satisfaction and employee satisfaction, and the fast and enthusiastic business style, Dixintong provided consumers with valuable digital communication products, and quickly became a trusted partner of suppliers and a highly respected distribution enterprise in the market. After ten years of unremitting efforts, it has developed into the largest chain retail enterprise of mobile communication and digital products in China. Today, Dixintong has accepted many enterprises engaged in the retail of communication terminals to join it. The wind is strong and the sails are open. Dixintong, which is ambitious and takes the promotion of human information exchange as its responsibility, is like a joint fleet bravely standing at the forefront. 2 1 century, it is heading for a new voyage. Dixintong's business philosophy: business purpose: service creates future customer satisfaction and employee satisfaction. Business style: fast and enthusiastic. Mission statement: build an operation and development platform, attract outstanding talents, make the company a trusted partner of suppliers, provide valuable products and services to consumers, and realize the company's social value and financial goals.

Marketing major is a very popular major in recent years, which is very lucky for us, but it also puts forward higher requirements and challenges for us. This internship tells me what real marketing is and how to do it well. We must keep working hard in this direction, arm ourselves and be a successful marketer!