How to write the work plan of the real estate marketing department

How to write the work plan of the real estate marketing department

First, clarify the functions of the marketing department and improve the rules and regulations, working hours and work contents of the marketing department.

A department can effectively complete its work, and its functions and work contents must be clearly defined. Without a clear purpose, we can only get twice the result with half the effort, wasting resources, costs and time. Having goals, thinking and methods are the basic points of the marketing department. Don't mess around, it's easy to get nowhere. The working hours of the marketing department and the restaurant operation department are different. Reasonable arrangement of working hours is a necessary condition to improve work efficiency.

Two, establish and improve the collection, processing, communication and confidentiality system of marketing information.

1. Analyze the weekly sales, formulate corresponding measures according to the comparison of the turnover in a week, and balance the daily turnover as much as possible.

2. Contrastively analyze the monthly and quarterly turnover, formulate off-season marketing strategies, and strive to make the off-season not dull.

3. The turnover in the store and all the information collected are confidential information of the company's data, and it is forbidden to spread it to the outside world to prevent competitors from doing anything unfavorable to the company.

Third, the collection and arrangement of competitors' promotion methods, as well as the analysis of advertising strategies and competitive means.

Know yourself and know yourself, and you will win every battle. If you want to become a leading brand in the same industry, you must analyze the information in the same industry, so as to achieve "you don't have me, I have you", always stay in the forefront of competitors and seize market share as much as possible. Our competitors are not only our opponents, but also our teachers. A threesome requires a teacher. Being able to steal teachers and knowing how to steal teachers is an effective shortcut for the development of any industry.

Fourth, vigorously develop the take-out market and gradually expand from zero-point take-out to group take-out.

Judging from the current situation in Yang Guo, the take-away market of catering industry in Yang Guo has been depressed. This phenomenon is a test and an opportunity for 5+7. Entering the blank market requires not only courage but also perseverance. Many people have courage, but the perseverance of success belongs to very few successful people.

The development of foreign sales market of Marketing Department is divided into the following three steps:

1 First of all, the publicity is aimed at retail customers such as stores and communities. The purpose is to spread the information of 5+7 take-out service, so that take-out is recognized by most people, and it is also a familiar process for employees in the store to sell to the outside world.

2. Promote small and medium-sized enterprises and activity groups, further expand the take-away service and increase the turnover of the take-away market.

3, for public relations agencies and government administrative units, it is necessary to move around, and different policies can be given according to the different needs of different units.

The above three steps can basically cover all kinds of people with the take-away service of the restaurant.

Five, perfect, perfect and popularize the e-commerce system, make it run healthily.

With the development of the times, e-commerce has spread all over the world. Judging from the development of Guoyang County, the post-80s and post-90s have developed into major consumer groups, and people of this age group are recognized for e-commerce. We must seize this opportunity, quickly occupy the e-commerce platform of Yang Guo catering industry, effectively serve customers and achieve a certain degree of satisfaction.

Six, find and establish partners to achieve mutual benefit and win-win, mutual promotion, market integration.

The modern market is no longer an era of going it alone, so it is urgent to find and establish mutually beneficial partners. As a traditional industry, catering industry is related to the living needs of all kinds of people, and there are more opportunities for cooperation with other industries. "Where there is demand, there is cooperation", and we can deepen cooperation by finding the point of convergence of interests.

7. Formulate advertising strategies, including annual, quarterly and monthly advertising plans for specific activities.

1. Make holiday promotion activities according to festivals.

2. Carry out membership activities according to members.

3, according to the cooperation unit to carry out cooperation activities.

4. Make reasonable promotion activities according to the off-season.

5. Make countermeasures according to the marketing strategies of competitors.

6. Make corresponding promotion activities according to the fluctuation of turnover.

Eight, according to the quarterly work plan and work summary.

Make corresponding work plans according to the quarter, arrange specific work contents, sum up the work according to the actual situation, make up the differences and formulate corresponding change strategies, and never make the same mistakes when paying attention to the later work.

How to write the work plan of the real estate marketing department

(1) Improve and enrich the existing market research content and structure of the marketing department.

At present, the market research work of the marketing department mainly includes regular sales analysis reports of projects on sale, monthly market research reports of major cities, and special research reports of typical enterprises. In the future, the research level and scope can be expanded in due course. Increase the national real estate regular research report, specific product regular research report, promotion media regular research report and other forms. Expand the geographical scope of research from the project area and major cities to the whole country, and expand the research level from the project and macro market to the level of products, marketing and promotion.

(2) Expand the content and level of special research.

At present, market research is limited to industry macro-policy, sales market and land market. In the future, it should be developed in the direction of products, marketing promotion strategies and skills, and customer demand thematic classification research.

(3) Expand the scope of the consultant's work.

In addition to conducting professional market research to provide reference suggestions for leaders, we should also actively participate in the market positioning, product planning, project marketing strategy, promotion strategy, sales execution and other aspects of new projects from the perspective of our own work and specialty, so as to provide necessary forward-looking opinions for leaders' decision-making, reduce the pressure of later sales, and try our best to avoid repetitive mistakes and problems. At the same time, it provides overall sales support for the overall planning of the project, and provides all-round support at all levels, including professional regional research, product feasibility study, market forecast and sales analysis, from land acquisition-pre-project establishment and planning and design-mid-start to opening-post-sales.

(4) Improve the company's corporate brand.

By setting up a market column from the perspective of internal magazines. Activate the company's corporate culture, enhance the professional ability and market sensitivity of company employees, and expand the company's brand influence. Each issue provides 1-2 professional market analysis articles, so that all employees of the company can improve their professional information and stimulate different thinking and reference on market dynamics at different levels.

How to write the work plan of the real estate marketing department

First, working ideas.

After 20xx years of parking market rectification, xx Company has adjusted the direction and process of future market expansion, which is divided into short-term key expansion targets, future market cultivation and value-added business projects. Based on this, the market expansion plan of xx Company is formulated.

Second, the overall goal

Generally speaking, the goal of the marketing department in 20xx is divided into two parts: one is to strive for the overall management of the cooperative projects after cooperation with xx City Investment Group; The second is to expand large-scale public construction projects and residential supporting projects, and enrich the types of projects operated by xx Company.

Third, target decomposition

(1) xx Chengtou Group Xia Qiao Parking Lot

At present, the cooperation with the pipe network company under xx City Investment Group has reached the final bidding stage. If our company can win the bid, the first phase of the takeover project is mainly under the expressway bridge 109 parking lot, involving 7665 parking spaces. Because the parking lot under the bridge is located under each bridge of the expressway, the surrounding conditions are different and its parking conditions are different. After preliminary screening, the parking conditions under the bridge are: renting to surrounding communities or offices for parking; Lease to 4S shop to store new cars, lease to other enterprises to be warehouses, etc. Make different business plans according to different target customers of the parking lot;

1, publicized through the Internet

Through the construction of publicity pages, website advertising promotion, keyword search ranking, etc. , promoted in the network. The main audience includes: car owners who live or work nearby, car rental companies, surrounding 4S stores, large logistics and express delivery companies, etc. The purpose of online publicity is to improve the brand awareness of our company and attract more customers in need to take the initiative to contact our company to rent parking lots (spaces).

2. Make a parking space sales plan.

According to the different classification of parking lots under each bridge, the parking space sales plan and scheme are formulated. According to the composition of the marketing department, it is divided into parking space monthly rental group and venue rental group. According to different parking needs, select target customer groups, and each group visits target customers to sell parking spaces according to the principle of proximity. Among them, the target customers of monthly parking space rent are mainly community residents, companies, 4S shops and so on. The target customers of the venue leasing group are mainly large-scale logistics companies, surrounding construction sites and equipment enterprises.

3. Increase car service items.

The services provided by xx Automobile Service Company are expected to include: handling insurance claims, annual inspection of vehicles, annual inspection of driver's license, car washing and beauty, road rescue (trailer, oil change, charging, tire repair, on-site minor repairs), second-hand car replacement and driving service.

(2) Other Chengtou Group Xia Qiao Parking Lot

Xx City Investment Group has a number of parking buildings (garages) equipped with parking lots, such as xx parking building, xx road parking building, xx street parking garage, xx road parking garage, xx square parking garage, xx station parking garage and so on, and large-scale public construction projects. This kind of parking lot can reach the standard of both economic benefit and brand benefit, so it will be the main direction of market expansion in 20xx.

1, basic situation investigation

A detailed market survey plan will be made for the above-mentioned projects, including basic information such as the parking lot, flow, parking income, etc. In addition, the parking demand of each parking lot is analyzed, and the value-added service project plan is formulated in a targeted manner. Such as automobile service scheme, commodity retail scheme, advertising display scheme and new energy application scheme. Make the parking lot profitable.

2. Make a parking service plan.

To formulate a targeted parking service plan, the principle is to establish a modern parking service platform and transform the traditional labor-intensive personnel service into a modern information platform service. It is embodied in the full video monitoring of the parking lot, real-time information release, and settlement of parking income with bank cards.

3. Focus on developing value-added services.

Due to the rising labor cost, the profit rate of traditional parking service is declining. As a service-oriented enterprise, it is necessary to develop a new profit model, that is, to increase the income of enterprises through value-added services. The value-added projects that can be carried out in the parking lot include: automobile service, advertising display, new energy substitution, etc.

(1) automobile service

With the support of xx Automobile Service Company, automobile beauty service, insurance claims service, annual vehicle inspection service, road rescue service and automobile driving service can be carried out in the above-mentioned large-scale public construction projects. You can use the form of sales membership card to accumulate the total number of customers and service transformation.

(2) Advertising display service

The advertising space display of the parking garage is mainly composed of light boxes, walls, columns, equipment and facilities. The advertising space price of the parking lot is directly proportional to the quality of the property to which the parking lot belongs and the parking flow. Because the above items are irreplaceable in xx and have high advertising value, the advertising display service can also bring higher income.

(3) New energy substitution

Mainly refers to providing charging service for electric vehicles and energy-saving renovation of parking lot lighting. The focus is on energy-saving transformation. The lighting cost of parking lot is an important cost of parking lot management. The electricity fee of the parking lot can be greatly reduced through energy-saving transformation, and the cost saved is income. Therefore, the new energy transformation of parking lot is also an important support point to increase parking lot income.

(3) Parking lots for other public and residential projects.

Choose public construction and residential projects with good performance in xx as the focus of other market cultivation, including xx offshore real estate projects and xx hospital projects.