202 1 how to write the marketing manager's work plan?

1.20 1 How to write the marketing manager's work plan?

First, strengthen learning, change ideas and build a high-quality marketing team.

At present, the quality of marketing managers and account managers is uneven, and some people have relatively low ability and level in industry policy, workflow, cigarette sales trend analysis and customer guidance, which is difficult to adapt to the requirements of the current tobacco industry development. In order to adapt to the new form, it is objectively necessary to have a marketing team with excellent business.

1, strengthen the study of industry and foreign-related knowledge, and strive to improve the comprehensive ability of marketers. In view of the uneven quality of marketing personnel at present, the marketing department will further strengthen the training and learning of personnel. Diversified training methods: group training, knowledge contest, speech contest, self-study and so on. Extensive content: In addition to industry policies, marketing knowledge, laws and regulations, marketers are mainly required to learn other aspects of marketing knowledge, social etiquette, language communication, etc. Provide sufficient space in time, give full play to morning and evening regular meetings and spare time, and ensure that every staff member has sufficient spare time for study. Let every marketer's intelligence play a better role in the market and work.

2, pay close attention to the improvement of professional quality, to ensure the smooth development of all work. With the further improvement of network construction function, the work quality, service quality and the effectiveness of business guidance of marketing personnel directly affect the smooth development of the work. The marketing department will organize the training and examination of 1-2 marketing personnel every month, focusing on daily business, proficient operation of v3 system, laws and regulations, industry policies, supply policies, etc.

Second, go deep into the market, grasp the real market demand and report the real demand of the primary market.

First, since the implementation of the total amount floating management in June, after the account manager and the customer unanimously agreed to approve the total amount, the customer's awareness of the self-declared demand was greatly reduced, and the customer's understanding of the real market demand and the total amount floating management was misunderstood, which led to the deviation between the customer's understanding of the total amount floating and the self-declared demand in the market research process. Not only is there a problem with customer awareness, but there is also a problem with the publicity and guidance of the account manager. So that the real demand of the market has not fully played its role in order forecasting. Second, the account manager does not have a good understanding of the requirements of total floating management and independent declaration, which leads to problems in daily publicity and guidance. In view of the existing problems, we will start rectification from the following aspects.

1. Marketers and customers should have a correct and clear understanding of total floating management and independent reporting requirements and distinguish them. In the second half of this year, this work will serve as an important indicator for the assessment of account managers. Mainly investigate the awareness rate of customers, and check the self-submitted data of customer orders as the main inspection basis.

2. Steadily promote the work of "organizing supply according to customer orders". The assessment of the accuracy of the account manager's prediction focuses on the real market demand, the evaluation results of the top 20 national key cigarette brands, the launch, sales, analysis and prediction of new brands, etc. , thus improving the ability of account managers to grasp the market. From the original total prediction accuracy assessment, it is gradually put into the prediction accuracy of a single brand, especially the top 20 national key cigarette brands. On the premise of ensuring the sales volume in the same period last year, we will strive to increase the individual price by RMB/article, which is% higher than last year's RMB/article.

3. From the overall operation of the "total floating management" work, it can be seen that in the process of total negotiation between the account manager and the customer, the account manager did not have a good grasp of the customer's historical sales data and current supply policy, which led to a small number of customers agreeing that the total amount was too large or too small. In the process of actually ordering cigarettes, the sales fluctuated greatly at the beginning and end of the month, and even individual customers could not order the cigarettes actually sold in time. In view of the current situation, the account manager further adjusts and agrees on the unreasonable customer supply quantity under the condition that the total amount remains unchanged. Put an end to the situation that some customers cannot place orders at the end of the month and the supply increases too much at the beginning of the month. Implement the basic requirements of "market demand is basically met and retail customers have choices" and constantly improve their ability to adapt to the market. According to Lanzhou Company's "Measures for the Administration of Cigarette Supply with Tight Supply", the total amount of retail orders is subject to floating management, which can reasonably control the upper sales limit, but it is not allowed to set the lower sales limit or agree the sales volume according to the specifications; Subdivide the demand quantity of retailers for different brands (categories), form a scientific and reasonable quantification of each type of retailers and maintain and adjust them in time according to market changes. Through reasonable quantification, it can promote the improvement of scientific delivery level and embody the principle of market delivery.

4. The work of "organizing supply according to customer orders" and "total floating management" is effectively connected and can be carried out smoothly. The county marketing department requires the account manager to focus on the basic information such as the business circle type, customer category and sales status of the customers under his jurisdiction, so as to grasp the real needs of customers and grasp the first-hand information. As a routine work of account manager's daily assessment. The above two tasks are wrongly opposed to effective development. Implementing "full floating management" is an effective way to implement "organizing supply according to customer orders"

Third, improve service, strengthen management and further improve customer relationship management.

In order to further establish a good relationship between customers and me, how to improve customer service quality, information transmission, profit level, personalized service, timely and effective supply of goods, etc. How to strengthen customers' awareness of law-abiding, cooperation and loyalty; We marketers need to care and create.

1. Strengthen services and further create a good market environment. Heart-to-heart communication needs to be realized by actions, so that customers can feel the care of tobacco companies, which requires our marketers to fully understand the differentiated management and service concepts. All-round customer service, holiday greetings, birthday wishes and other intimate services; Delivery information is delivered to customers on time; Problems such as industry policy and the number of cigarette brands can't be obtained at the first time, etc. lead to customers not ordering marketable cigarettes in time, and the dependence on account managers is greatly reduced. In the second half of the year, the marketing department requires qualified account managers to open Fetion business to customers in the jurisdiction, starting from places with conditions such as county towns and key markets. Take the coverage of Fetion as an important indicator of account manager's information transmission and improving customer friendly service, and provide efficient, fast and effective information for customers under its jurisdiction in the first time. Solve the problem that the account manager can't deliver relevant information in time. The implementation of this work will be completed before the end of September. The focus is on the customer service department in the city.

2. Strengthen the management and guidance of cigarette retailers in the region to improve the profitability of customers. Throughout the year, account managers were required to provide customers with more than 60 cigarette business guidance, and the effective guidance reached more than 80%. Give key help and requirements to account managers who have not kept up with the progress of business guidance before. The marketing manager's evaluation of the account manager focuses on the supervision and supervision of effectiveness. According to the operation instruction of the account manager, the marketing manager evaluates the profitability, sales structure and customer recognition in the form of on-the-spot investigation, so as to achieve the purpose of service and promotion.

3. Strengthen the management of 80% collaborative management customers, and improve customers' awareness of law-abiding cooperation. 80% cigarette retailers managed by account managers are a relatively large group. Account managers can not only manage customers by checking inventory and cigarette bar codes, but also how to grasp the sales trend and abnormal situation of customers' cigarettes, pay more attention to the implementation of retail guidance prices of cigarettes and cigarette cases, and carry out effective management, but it cannot be used as an effective punishment.

4. Strengthen the management of large households in the jurisdiction and further standardize business practices. The management of large households is strictly in accordance with the requirements of the Measures for the Management of Large Households in Lanzhou Company, especially the cigarette sales, supervision and inspection, visit quality, law-abiding awareness and cooperation of large households in Lanzhou Company.

2.20 1 How to write the marketing manager's work plan?

First, working ideas.

According to the company's annual summary meeting in xx, the board of directors put forward and determined the "five-year, three-stage" development plan, and achieved the "32 1" work goal of "laying three foundations, strengthening two management and realizing one index". Xx will be a crucial basic year, and the company will strive for perfection and steady development in financial opening and capital market.

At the same time, the P2P project is positioned as the company's main business, and it is planned to achieve a sales profit of 5 million in xx years. According to the current profit rate provided by the credit department, in order to achieve this profit target, it is estimated that the credit target is 24 million credit and 654.38+million mortgage. The marketing department will fully cooperate with the company's objectives, formulate corresponding work objectives and plans, and strictly follow this plan. Due to the short establishment of the marketing department and the shortage of business personnel in the department, it is difficult to achieve the previous performance, and it needs to be gradually improved from low to high in the process of continuous improvement.

Second, the work objectives

According to the current personnel situation and the initial establishment of the marketing department, the objectives of this plan are formulated:

Third, the specific work implementation plan

(A) the department personnel structure is perfect, and the financial management team is built.

Improve the staffing of the department, with a total of about 20 people, including department manager 1 (on duty), training supervisor 1 (on duty), two planning and promotion specialists (now 1), investment promotion specialist 1 (temporarily unavailable) and financial management specialist12.

1. Broaden the recruitment channels, cooperate with the personnel department to seize the time to recruit, and attend an on-site job fair when necessary. Before mid-March, the number of financial specialists reached10;

2. According to the performance of the department, the financial management specialist is fully employed to survive the fittest. Determine the number of department personnel before mid-April, and complete all configurations before the end of April.

(B) to expand the brand influence of China Film

1. Website construction:

The customer investment platform system upgrade is currently being tested, and it is planned to be officially launched on May 1 xx, so as to improve the platform functions and enrich the interface content. Wang Yongfei, the planner, is responsible for convening relevant personnel to review the platform functions from time to time.

2. Make company brochures:

At present, the planners are working on the design, which will be completed before the company's annual leave, and all employees of the company are required to take some home during the Spring Festival to promote the company and improve their popularity when visiting relatives and friends during the Spring Festival.

3. Do more soft publicity:

Use the company's public platform and employees' personal social platforms (WeChat, QQ, blog post, Weibo, Post Bar, etc.). ) to enhance brand influence. The specific operation will be to make PPT courseware and train company personnel before the end of March, and Wang Cheng will be responsible for it;

4. Increase advertising efforts:

At present, relevant information has been collected and is being screened. It is suggested to keep TV advertisements. In addition, personal suggestions include small-scale regional advertisements of bus stop signs (short, mainly promoting the brand of "China Film"), internal advertisements of buses, short advertising slogans of taxis or private cars, etc. (For example, "Zhongying Fortune, your first choice for financial management", "Zhongying Fortune, your reliable investment platform" and "Zhongying Fortune" are completed by the department manager through consultation with the planner;

5. Participate in influential industry conferences and activities:

Actively expand mutual cooperation with domestic financial institutions and investment institutions, participate in some influential industry conferences, keep abreast of policy trends, obtain market resources, make project investment points as cooperation points, and strengthen the brand influence of Zhongying P2P.

(3) the plan to achieve the financing goal

1. Business development of wealth management experts

First of all, train the financial commissioner, fully understand the company's products, recognize the company's products, start a business from the market, and ask the financial commissioner to set personal goals, put forward specific plans, and supervise the implementation (all existing personnel have requested to submit xx-year business development plans before annual leave);

2. Hold small investment salons regularly.

It is tentatively scheduled to be held twice a month in the company's internal conference room in the form of tea party or exchange meeting. The financial specialist or company staff will invite interested customers to participate and make specific plans for the activities. Wang Cheng will be responsible for planning and making relevant courseware, which will be implemented from March of xx.

3. Hold public financial promotion activities regularly.

In the process of business development, contact the properties of major residential quarters in Ganzhou, and hold some small-scale public welfare financial promotion activities in the interior of the quarters, mainly providing free financial consultation, properly equipped with registered small gifts, improving Zhongying's popularity and tapping customer resources;

4. Hold large-scale conference marketing activities irregularly.

According to the market development and the company's bidding situation, medium-sized conference marketing activities are held irregularly in the form of bidding meetings or wealth forums. Due to the large scale of activities, comprehensive activity planning is needed before implementation. The marketing department applies for specific activities, and Wang Cheng is responsible for planning and implementing them after approval. It is tentatively scheduled to hold 2~3 such activities in xx years;

5. With the help of traditional holidays in China, hold a customer appreciation meeting, maintain old customers, convey policies and long-term plans to customers, and tap the customer resources behind customers;

(4) Cooperation and support

1. The company regularly holds some outdoor expansion activities to strengthen communication among employees and enhance their sense of belonging and team cohesion, so as to retain, manage and make good use of talents.

2. When appropriate, employees are allowed to take 1~2 family members to participate in outdoor activities organized by the company, so as to gain the support of family members, and recommend relatives and friends of family members to participate in the company's financial investment and cultivate loyal investment customers;

3. It is suggested that the credit department should set different annualized rates of return according to different financial management cycles and set some short-term bids to facilitate new customers to experience investment and complete the experience in a short time, and upgrade from experienced customers to formal investment customers;

4. It is suggested that the administrative department improve the reward and punishment system, set up some unplanned reward and punishment systems appropriately, and give appropriate rewards and punishments in time according to the current work performance. Seek some new small activities or games (such as table tennis, billiards, KTV, etc.). ), low cost, less time-consuming, enhance communication between employees, improve their work morale and create a good and harmonious working environment;

5. It is suggested that the senior management of the company hold regular staff mobilization meetings to familiarize themselves with the company's current situation, development planning and the achievement of the company's goals, so as to enhance staff morale and enhance work execution.

3.20 1 How to write the marketing manager's work plan?

I. Overview

As any profitable unit-only the sales department is a profitable unit, and all other departments are cost units. The sales department of our company can only be regarded as the sales department at best. Judging from the fierce competition in the furniture market, the sales department must upgrade from passive sales to active sales through scientific planning, implementation of standards and quantitative assessment.

Second, the construction of the sales team

People who have all the advantages of employing people also have all the disadvantages of employing people. Reorganize existing employees. Old employees are our wealth. They are familiar with customers, the operation process of our factory and the market. They can better reduce the impact of structural reform on customers. They just need to reorganize and divide their functions and powers according to the planned structure of the company. It is important to set enforceable standards or requirements so that they can understand the methods and skills of active sales. At the same time, do a good job in the recruitment, training, screening and reserve of relevant personnel.

Third, the function of the sales department.

1. Conduct market information collection and market survey.

2. Analyze the market situation and demand, make the market sales forecast correctly, and bring scientific basis for inventory production.

3. Make monthly, quarterly and annual sales plans according to the sales statistics of this year and the same period last year.

4. Summarize market information and recommend product improvement or product development.

5. Grasp key customers and control product sales trends.

6. Development and rational distribution of marketing network.

7. Establish and improve customer data files at all levels, and maintain two-way communication with customers.

8. Management and maintenance of potential customers and existing customers.

9. Cooperate with relevant departments of this system to do a good job in promotion activities.

10. Display goods, design and distribute promotional materials according to the requirements of the promotion plan.

Fourth, about the brand.

Brand building time is long, and it has the necessary preconceived advantages. This advantage will continue to expand. In addition, independent brands should be differentiated and accurately positioned in terms of product style, decoration atmosphere and audience. In terms of products, decorations and ornaments, products include materials, structures and elements. We should not only learn, but also surpass them.

Verb (abbreviation of verb) channel management

Upgrading from the original bulk goods to monopoly is also the main purpose of this reform, making full use of the existing customer information, optimizing the composition of dealers, upgrading from mom-and-pop stores and self-employed stores to mass units and group units, and gradually developing into regional, provincial and municipal total distribution. This is not far away. As long as our product quality and service can stand the test of customers and communicate well, big customers will naturally be interested. If there is a chance to make money, someone will look for it. The problem is that we should be ready for the opportunity.

Management and utilization of intransitive verb information

At present, there are more than 2,000 contact ways for dealers, furniture stores and shopping malls (more than 800 for foreign investors), which are not well divided and utilized due to unclear powers. In addition, the statistics of population and economic data in various regions of the country and the ranking of the top 100 counties in the country. There are also online shopping mall investment information, take the initiative to contact customers with monopoly intentions and so on. These are precious materials for marketing. Due to the passive thinking of the sales department and the decision-making of the leaders, it is a pity that these things are put in the drawer. We should make full use of it to determine the target market and target customers more quickly and accurately.