[Decoration company marketing planning model essay] Project planning model essay daquan

The letter network authority released the model marketing plan of the decoration company. For more information about the model marketing plan of the decoration company, please visit the letter network. The lead plan is a transactional document for party and government organs, enterprises, institutions and social organizations to make predictions and arrangements for future work and activities. The following is a model essay on the marketing plan of the decoration company compiled and shared by Da Sanskrit. com。 Welcome to reading. I hope it helps you!

I. Environmental analysis

(A) the macro-environment analysis of enterprise development:

1. Population environment: With the vigorous development of the real estate industry in Nanchang market, more and more people have also set off a wave of buying houses. Take a brief look at the age structure of the following buyers. People aged 20-45 account for 80% of the whole market. Their consumption concepts are trendy and their requirements for design concepts are novel. This has guided our company's target market to some extent. 2. Economic environment: consumption level in Nanchang. Judging from the economic development trend for many years, Nanchang's economy is showing a trend of rapid development. Of course, we should also note that people who buy houses in Nanchang also account for a certain amount. (These people either have the money to buy a house or copy it. (2) Analysis of the same industry environment:

Our company is positioned as a management-oriented enterprise and wants to build its own brand image. Compared with other companies, I made a simple environmental analysis for reference: Disadvantages:

Factors: no brand effect, insufficient influence and poor financial strength. Enlightenment: establish your own brand as soon as possible, increase publicity and strive for the business volume of the marketing department.

Solution:

It is particularly important to create a marketing department, and the marketing personnel publicize in the community. To create a corporate image, we must be positive and decent in the taste of the public, always regard people's enthusiasm as the core and driving force of management, details determine success or failure, and service tracking.

Enlightenment: Strengthen market propaganda, pay attention to the assessment of employees' performance level and pay attention to the respect for employees. Threats:

Factor: Some small companies will use inferior materials and low quotations to attract customers. For big companies, they will also use their financial strength and brand value to reduce holidays and seize market share. The relative chaos of Nanchang's home improvement industry itself also has a certain impact on us.

Enlightenment: It is said that this year's real estate development and the number of people moving into the community this year have greatly improved compared with last year, but the decoration company has not changed much compared with last year, indicating that the decoration industry is inelastic in demand, that is, E.

Factor: The decoration industry is a sunrise industry. With the rise of real estate and the development of Nanchang economy, it will be beneficial to the development of Nanchang decoration company.

Enlightenment: Seize the opportunity, catch up and learn the development of advanced marketing model. (III) Analysis of the internal micro-environment of the company:

1. marketing department: expanding the number of personnel in the marketing department has played a positive role in the company's publicity to a certain extent. However, considering the company's financial problems, I suggest recruiting some low-paid and unpaid personnel to achieve no performance, no basic salary or semi-basic salary in salary management.

At the same time, pay attention to the evaluation of personnel performance and the adoption of incentive mechanism. Another point is to pay attention to the employee turnover rate. By the end of the year, employees may resign. Most of these people leave because some customers want to have a big one at the end of the year. Their departure is also due to the novelty-seeking marketing method adopted by the company (looking for villas).

One or two can be dried for a year, or it will be wasted if it is not good. Personally, I think it is necessary to find a good platform to prevent the loss of outstanding personnel.

2. Design department: pay attention to the novelty of design concept, (I think the quality of materials is not for customers to see, so that they can really feel) and the level of design. As you can imagine, every company can use advanced materials. There is limited room for material improvement, and the best ones on the market are there. But there is a lot of room for design, and I think the recruitment quality of the design department is very important. 3. Engineering Department: Construction quality and working thickness will also affect the subsequent payment and delivery quality. I think in order to improve the construction quality of the engineering department, we can hang the champion list, so that the teams with good construction and low complaint rate can get more construction opportunities, so as to motivate various construction departments. Second, the marketing:

(1) Promotion: As the company has just been established, it is relatively inferior in financial strength, so we should put the effective utilization of funds in an important position. Personally, I think: 1, compared with the short-term timeliness of the newspaper, I think it is more important to choose the road signs near the newly opened community, and the timeliness is long (generally it will not exceed one month, and the time to set up the stage is similar. Of course, you can also use the environmental protection bags (including color pages) given by our company for publicity. 2. In addition to the exhibition hall, I personally think there are model room discounts, coupons, membership marketing (registering members and recommending customers to come over for rewards in the future) and so on. 3. Price skills: mantissa pricing, such as changing the original budget from 40,000 to 39,900. There is also pricing based on demand differences. Some people have money, as long as they spend more time on design, the price can be raised. (2) Target market:

1. According to the types of decoration places, the decoration industry is divided into home improvement, tooling and commercial equipment. As home improvement accounts for more than 80% of the whole decoration industry, our company's main goal is home improvement.

2. In terms of customer consumption level of decoration, it is divided into high-grade, middle-grade and low-grade. At present, we are a relatively small company, aiming to build a company with brands like Xingyi, Kangzhiju and Longfa. But since our company has just entered this industry for a few short years, I personally think we can focus on low-end customers in advance, so that compared with some small companies, our competitiveness is far stronger than theirs. In addition, because Nanchang's consumption level is not very high, low-end customers are the mainstream of consumers, which can not only seize the opportunity to expand market share, but also enhance the brand's influence. This is just my personal opinion, and the company can consider it for itself.

Planning and Operation Process of Marketing Department of Decoration Company

I. Personnel structure: 20 people.

Personnel construction channel: recruitment in the industry.

Management policy: humanity, fairness, justice, smoothness, dynamics and ability. Let equal people use the right people in the right positions.

Purpose of employing people: A, be talented, reuse B, be talented but not talented, and cultivate.

C, talent without virtue, limited to use d, without virtue without talent, abandoned.

Talent value: let every market employee give full play to his talents and have a rich life. Second, the principle of first training, then assessment, and then mount guard:

First, the training content

1, corporate culture of the company-establishment time, establishment structure, major projects, specific groups, etc. 2, the company's related management system-schedule, duty watch, business duty watch, scheduling system,

Inspection system, construction management system, etc. 3. The prospect of decoration industry. Work signing process

B, 1, decoration skill training, answering questions

2. Practical exercise (customer-business) 3. Material training 4. Process training

5. Internal management regulations of Marketing Department C, 1, competitor analysis 2, channel construction

3. Questions and answers about community promotion 4. Cultivation of core competitiveness. Practical questions and answers about telemarketing.

Third, the division of personnel.

1, form a group system, generate a group leader 2, divide communities, arrange personnel to enter 3, and design package patterns.

Fourth, channel construction.

The responsibility lies with the people, and the special person is responsible. Telephone list distribution system v. Information used by marketing department

Basic process of business card, room type research and development, and customer registration form (in duplicate):

1, the salesman contacted the customer for contact information (or on-site house testing), called the manager of the design department and arranged people.

After the member measures the room (the marketer fills in the customer registration form), he/she submits 1 copy (stub 1 copy) to the marketing manager and calls the designer (mainly the designer at this time). Note: the customer registration form should be handed in before the morning meeting the next day.

2. The salesman leaves his phone number in the community to fill in the customer registration form and submits it to the marketing manager for filing (the source of the customer has been determined) (the salesman holds the deposit method in his hand) Note: (This form should be filled in detail) The customer registration form is not submitted to the marketing manager for inspection regularly, and the marketing staff should fill in the details of the interview on the customer registration form (it is stipulated to make a phone call every two days).