Summary refers to the written materials that summarize and summarize the experience or situation in a certain stage of work, study or thought. It can help us sum up our previous thoughts and carry forward our achievements, so we should prepare a summary well. So do you know how to write a summary? The following is a summary of my marketing work, which I carefully sorted out. Welcome everyone to refer to it, I hope it will help you.
Market work summary 1 1, regional situation:
20xx went to Shenyang to open an office in the middle of June. Through the accumulation of these months' work, I will briefly explain the current situation of the northeast regional market:
As an old heavy industry base in China, Northeast China has been a market operated by many competitors in the gas detection and alarm market for many years. In the high-end market, it has long been controlled by Tean and Keliheng. The low-end market is disorderly competition, and many local enterprises and even unlicensed enterprises also have their own sites; Its characteristics are: in the high-end market, Tean, Keliheng and so on. Through the early market accumulation and the localization strategy of sales staff, the price is controlled through direct sales; In the low-end market, each family fought a price war, and the direct selling price of sub-line products in Shenyang even fell below 800/ road. As an important department of information outflow-design institute, the situation is not optimistic, and it is basically dominated by existing competitors.
In terms of urban gas users, as far as Liaoning Province with a large number of visits is concerned, Shenyang and the secondary cities in the province have basically been sorted out by different manufacturers. Of course, due to the limitation of operation level, except Yingkou and Shenyang, there is still room for safe and reliable work in other cities, and the market prospect is still promising. The problems are as follows: the concept of personnel in Northeast China is relatively old, and businessmen attach importance to short-term interests and despise the rules of good faith; The competent department of the industry lacks the habit of accepting new things, procrastinating, making decisions slowly, asking for no merit, but asking for nothing, which has also become the status quo of accepting the slow-paced thinking and action habits of the other party when doing the industry market. Of course, this is also a problem that competitors have to face, so there are still many things to do in the city gas industry.
The favorable aspects of security credibility include:
First, through the company's publicity and product building in recent years, as a brand with some mystery, it still has a good reputation in the industry, which relieves customers' doubts about the product itself and pays more attention to price and maintenance.
Second, although the company does not have a localized sales team, it is difficult to sell directly, but it enables the company to put aside short-term interests and concentrate entirely on building channels. Because there is no conflict of interest, only cooperation, so the working face is relatively wider.
Third, because it is a latecomer, the enemy is in the dark, and it is sudden when it eats into the original market of the other party. Due to the characteristics of this industry, the cooperation loyalty of buyers and sellers is not very high. It is not as difficult as expected to accumulate their own market share by taking advantage of the negligence and incompetence of the other party in maintaining the relationship. Fourth, the company's competent leaders gave me a relatively relaxed working environment and a lot of substantive work support, and I am grateful here.
2. Key channel customer construction and next work plan;
A: Shenyang Beite Yihua:
Bette Zhao has always been an important partner of the company in Liaoning Province and has extensive relations with all parties in Liaoning Province. I have sold projects such as Panjin Petrochemical before, and my cooperation attitude is sincere. After I arrived in Shenyang, I carried out a lot of preliminary work around Shenyang Beite, trying to build it into the main or even the only distributor of Ankexin in Liaoning. After several months of in-depth work and re-examination of the Northeast market, after communicating with Mr. Yao, we adjusted the orientation of cooperation with a large number of resources, large-scale and long-term businesses that need the relationship between local authorities and the government, such as city gas and coal safety, and gave up the idea of establishing lower-level channel customers through Mr. Zhao at first.
At present, the key projects supported by General Manager Zhao are:
1: Fushun gas company's business: the gas company has expressed its willingness to cooperate, but as the restructuring of the company has just come to an end (Baijiang Holdings), the specific details will not be discussed in depth until the end of the year.
2. Dandong Gas Company: Previously, a manufacturer was engaged in the Dandong home newspaper market through the recommended procurement of the gas company, and its business scale was relatively small; Through various operations in Zhao Zong, the company began to issue compulsory home newspaper documents. It is estimated that around 1 1 month, we will be able to open up the situation in the home newspaper market in Dandong area.
3. Tieling Baijiang Gas Company: The company's negotiations are mainly conducted by me, and the market situation is similar to that of Dandong. Previously, a Heilongjiang manufacturer was doing it through the recommended procurement method of the gas company, and the gas company did not issue the corresponding mandatory installation documents. As Zhao Zong's hometown is in Tieling, and the local relationship resources are rich, after the National Day, I will focus on promoting business development in this area with Zhao Zong.
4. Liaoyang Gas Company: The household newspaper business in this area has been in its infancy before, and the relevant personnel of the gas company have insufficient understanding of products and markets. Through my communication with the company from top to bottom, I established my interest in participation. However, due to the outdated management and distribution system, the company is poor in subjective initiative in business execution and development, and needs to be promoted by external forces. At present, we are looking for suitable forces.
5. Coal safety business: Due to the time allocation in Zhao Zong, this business will continue after the National Day after being put on hold for about two months; Fushun coal mine contacted before this year has no market demand, and we will arrange time to contact Tiefa coal mine after the holiday.
6. Other business: the newspaper business of Panjin Petrochemical and Benxi Steel can be delivered during the year.
Anshan Qin Tian:
Emperor Qin of Anshan will always be my new partner after I arrived in Northeast China. Although the contact time is not long, the fit is relatively high. Through many round-trip visits, the two sides have established close cooperative relations with Ankexin. According to the actual project, the company will become another important partner of Ankexin in Liaoning. At present, the key projects of our cooperation with this company are as follows:
1: Jiaonai Institute and Mining Institute located in Anshan are two leading design institutes in domestic steel industry. Judging from their respective businesses, Jiaonai Institute is coking, and Mining Institute is sintering. In the iron and steel industry, these two institutes have a large number of engineering design and installation general contracting business every year. Through the operation of Mr. Huang's relationship, Ankexin's products entered the design process of these two hospitals. In the short term: Dalian Rizhao Iron and Steel and Henan Anyang Iron and Steel projects have reached the signing period; In the long run: In terms of bus products, Anxin can seize the market originally occupied by Tean and Keliheng. The related work newspaper business from these two hospitals is about 60- 100W every year.
2. Anshan Baijiang Gas: The relevant personal connections of the company have been initially renewed. As Mr. Huang lacks the knowledge of negotiation in this field, I will cooperate with him after the holiday.
3. Angang business: As this year has passed the selection time of Angang's procurement catalogue, Ankexin's entry into Angang will be postponed until next year, just in time for the construction project of Angang's new plant. Qin Tian's existing relationship can guarantee Ankexin to occupy a considerable market share.
C: Daqing Kunlong:
Kunlun Su has always been a partner of the newly developed Heilongjiang region. I have worked in the gas detection and alarm industry for many years and have a deep understanding of the market, products and rules. He used to be Han Wei's distributor in Henan. Due to accidental reasons, he contacted us and reached a cooperation after several exchanges. The principle of cooperation is to gradually replace the original low-end market in Han Wei, Heilongjiang with the same price in Han Wei. At the same time, we compete with Tean in the high-end market with reliable quality assurance. Therefore, under the premise of Mr. Su's commitment to the delivery volume and undertaking the main after-sales work, he will give generous prices and exclusive distribution rights in Heilongjiang Province in the short term. The main aspects of current cooperation are as follows:
1: In the near future, the industrial newspaper business in Daqing Oilfield will pick up the goods one after another. In the long run, it can be gradually divided and eaten in the bus product market that was originally occupied by Tean for a long time.
2. Business of Daqing Gas Company: As the Han Wei Jiabao product selected by President Su this year has not been recognized by the gas company, it will be operated with reliable products next year.
3. Business of Harbin Gas Company: Harbin gas household newspaper market will be officially launched next year, and it is planned to complete the implementation of 80W household newspaper market in three years. Mr. Su has been working on this business. According to the analysis of the current situation, the prospect is optimistic. After the holiday, I will arrange time to participate in this work with Teacher Su. As for whether to operate in the name of Ankexin Branch in the next step, I will report it to the company for resolution when the time is ripe.
4. Urban gas business in other parts of Heilongjiang: At present, it has verbally promised to give exclusive management rights, and Teacher Su has also supplemented relevant marketing personnel and made great moves; However, I keep receiving such information from Heilongjiang, and it will take some time to decide whether to completely exclude other cooperative forces.
D: Shenyang Qiangrui Science and Trade:
Yan, the general manager of the company, was mainly engaged in industrial products trade. He has certain customer resources in factories and mines in Liaoning Province and good relationship resources in the Safety Supervision Bureau. He inspected the gas detection and alarm market and visited relevant manufacturers. After many exchanges, he finally expressed his willingness to cooperate with Ankexin for common development. In view of the existence of Zhao Zong, I promise to give price protection and work cooperation, and avoid signing cooperation agreements. In view of the fact that the Safety Supervision Bureau will issue the Document on Compulsory Installation of Safety Equipment in Hazardous Chemicals Industry at the end of the year, Mr. Yan is very confident in this market. After the holiday, I will cooperate with him to participate in some relevant details and weigh whether to let him do it or arrange Zhao Zong to participate in this market at the right time. Of course, this work must be meticulous.
E: summary:
Through these months' work, the construction of market channels in Liaoning has begun. The next step is to go deep into their respective markets with these partners, increase delivery and expand Anke's brand influence. The channel construction in Heilongjiang needs to work harder on the basis of existing work. Of course, it takes the right time. After all, the time and energy spent on blind and ineffective work is beyond the support of the northeast region now, nor can I bear it myself. In view of the underdeveloped situation in Jilin area, the channel construction in this area needs to further accumulate information and contact relevant personnel before it can be carried out. If there is no big change, the work arrangement in Jilin area will not be done this year. At the same time, due to the existence of low-price competition, the price policy given by the company is difficult to be unified in every dealer. Therefore, we urge the company to fine-tune the company's price execution system.
3. 10- 12 regional marketing expectation
Because many customers are supplying goods for the first time and have not formed the habit of planned delivery, the project delivery is very sudden. We will pay attention to and standardize this aspect in the future. At present, the time that can be confirmed is as follows:
1, Anshan Qin Tian: Dalian Rizhao Project: It is estimated that 1 1 The total contract amount at the end of the month will be about 9W.
Henan Anyang Iron and Steel: It is estimated that the total contract amount will be about 5W at the end of 10.
2. Shenyang Beite: Benxi Iron and Steel Project: estimated 1 1 end of the month: the total contract amount is about 10W.
3. Dalian Yingfeng: Jiabao: estimated 1 1 end of the month, about 8W.
4. Daqing Kunlong: Daqing Oilfield Project: 65438+1mid-October, about 4W.
After the festival, we will further contact with other projects or companies that have reached the supply intention to confirm the specific supply time.
Summary of Market Work 2 One year has passed in a blink of an eye. Looking back on the past and looking forward to the future, the marketing department of Boshoutang Chinese Medicine Hospital has also grown sturdily with the development of the hospital. The work of the marketing department this year is summarized as follows:
First of all, about the work done by the marketing department.
1. Department and system construction: After one year's market baptism, the marketing department of our hospital is currently X as the marketing manager, X as the market network supervisor, X as the health specialist, X as the part-time business specialist and X as the consultant; And formed the tentative draft of various management rules and regulations of the marketing department, the management method of marketing performance evaluation of X Hospital, the daily report of guidance, the flow chart of guidance, the responsibility of guidance, the evaluation form of guidance and the basis of guidance. The compilation and implementation of more than ten systems, such as expert lectures, free clinic reward scheme, marketing department system, commission scheme, marketing department examination form, marketing department examination basis, customer service examination form, marketing department part-time staff management system and marketing department management system, have played a very good role in regulating the behavior of marketing personnel in our hospital.
2. departmental performance: through the concerted efforts of all employees, Qi Xin developed X members of our college and carried out X free clinics, lectures and other activities, including Lei Feng Day X free clinic, going to the railway station to hold X spring breeze, caring for migrant workers' free clinic, community volunteering to send health gifts to housewives, caring for health in action, sharing a happy tomorrow, and joining hands with Binhai Volunteers Association to participate in the volunteer activities of X Qizhi Center and jointly holding a large-scale lecture with X * *.
Especially in the Double Ninth Festival, we planned thanksgiving and filial piety activities, and wrote a lot of content about respecting the elderly and filial piety in the corporate culture construction of our college, which was reported by X TV station. In 20xx, our focus shifted to sending health to the campus, and a series of lectures on "Physiological and Pathological Characteristics of Children" were held in TEDA No.2 Kindergarten, Tanggu No.1 Kindergarten, No.3 Kindergarten, No.6 Kindergarten and Early Childhood Education Center, which received good social and enterprise benefits. Contact X's neighborhood committee and X's enterprises and institutions, all of which have sustained and good cooperation.
The news media reported X times, including X articles in our hospital, X TV station and X radio station.
Participated in the network promotion of QQ group X, participated in the planning of the first anniversary PPT of X celebration, and the dance "X" in the marketing department won the performance award. After the video was uploaded to Youku, it was played x times; The entry "Yu Jin" was sorted out on Soso Encyclopedia, and the number of views reached X times; Baidu Library uploaded X documents to promote X, with X times of viewing and X times of downloading. Since the establishment of "TCM X" team in Baidu Library in 20xx, the ranking of the team has risen from X to X, from novice group, beginner group, bronze group and silver group to gold group. And Baidu knows how to train employees in the whole hospital and recruit X employees to join the Internet promotion work. Answer more than X questions, the pass rate reaches x%, and the grade rises to 8. Actively promote Boshoutang Hospital on the Internet. Using Sina Weibo for promotion, the number of fans has reached X, and more than X articles have been posted in Weibo. Various reports and notices have been posted on the hospital's website.
Second, the problems existing in the work
1. Regarding the construction of departments and systems, the market 17 is full of cough locusts. At present, there is a lack of planning directors and marketing directors. With the addition of X, the network promotion work in our hospital has been obviously improved. Marketing director and planning director are always looking for suitable candidates. It depends on whether the hospital gives the corresponding position. Marketing specialists should also be expanded. There should be x effective commissioners under each supervisor, hospital marketing.
2. The tacit cooperation with experts in the marketing process, the packaging of medical projects is also a big problem. Over the past year, the marketing department has been constantly learning and improving, stepping up its in-depth understanding of experts in our hospital, and discovering the advantages of each expert and the market advantages of their medical projects from a market perspective. It is hoped that the opinions and suggestions of relevant personnel in the marketing department can be referred to in the future medical projects, and only projects with local characteristics can have better social and enterprise benefits in the marketing process.
Three. Prospect of Marketing Department in 20xx
Generally speaking, the marketing department of our hospital has begun to take shape and can play a positive role in the marketing and brand building of our hospital. With the arrival of 20xx, the marketing department should plan not less than X free clinics and lectures, and the number of new members should reach X, and the staffing of the marketing department should be more reasonable and perfect, and actively participate in the planning of packaging medical projects (products). With the normal development of medical insurance, the focus of marketing department should shift to the development of high-end customers.
Market work is summarized in three departments: marketing department.
First, through the work in the first half of the year, the problems existing in this department and how to improve them.
(A) the existing problems
The marketing department was formally established in March 20xx. From the analysis of the overall work in the first half of 20xx, there are three main problems in the current marketing department:
1, shortage of human resources in the department:
At present, there are two people in the marketing department, one of whom just graduated from college and lacks working ability and experience. As a result, the marketing department was extremely busy in the first half of the year, and many work originally planned to be carried out immediately had to be postponed. In addition, it is precisely because of the lack of powerful talents to join and form a strong marketing team that the management of the company cannot form an exact management layout arrangement for the future goals, effects and development orientation of the entire marketing department. So this is not only a problem that affects the marketing department, but also a problem of the management pattern and development strategy of the whole company.
2. The development direction of the department.
Due to the lack of overall and long-term development strategy guidance and clear development orientation, and the lack of long-term development strategy for the marketing and sales of the company's series of products, the company has no way to start in the management of marketing, product promotion and brand development, and has fallen into the trap of "building a strategy makes people feel empty, and the specific work is easy to be accused and difficult to get support because of lack of basis". In addition, due to the different positioning and functions of the marketing department in various industries and companies in China, it is greatly influenced by the changes in the overall development strategy and management structure of the company, and the management concepts and requirements of different management levels are usually different, so it is unrealistic to rely entirely on the marketing department itself to formulate the development direction.
3, the establishment of the department is too short and other related issues.
The marketing department was formally established in March this year. Because the air-conditioning company didn't have a marketing department in the past, many people in the company didn't know what the marketing department and marketing work were. Although the marketing department has been helped by many brother departments in carrying out a lot of work, on the whole, it often makes people feel lonely and helpless. In addition, the marketing department is a macro work, and the specific work is very time-sensitive. A lot of work requires not only strong input and skills, but also strong administrative execution and coordination requirements of the company. However, due to the management mode and other reasons, a lot of work in the marketing department can't get the support and implementation cooperation it deserves, so at present, we can only passively narrow the scope of work to ensure the work effect.
(B) How to improve
Actively cooperate with the company's various reforms, actively carry out the daily work of this department, and strive to ensure the efficiency and quality of the department's work.
Two. Description of the performance of work responsibilities in the first half of the year
(1) Design Institute
Construct the operation mode of the design institute's special meeting, formulate the strategy and implementation plan of the design institute's special meeting, and carry out specific work.
1. Organize special meetings of design institutes. By June 30th, * * * had completed three phases:
(1) In April, Zhengzhou, Henan Province, participated in and presided over the preparatory work for the special meeting of the Coal Chemical Design Institute;
(2) In May, Chengdu, Sichuan, made preparations for the special meeting of the Eighth Institute of Chemical Technology, and participated in and presided over the meeting.
(3) In June, Jinan, Shandong Province, prepared for the special meeting of Industrial and Mining Design Institute, attended and presided over the meeting.
2, design institute visit and reception
(1) In March, the company and its party visited the leaders of Sichuan Institute of Building Science to communicate with them about the situation and discuss the cooperation intention.
(2) Visit the designer of Southwest Electric Power Design Institute in May, provide the product samples needed by the other party, learn relevant information and explore.
Discuss relevant cooperation intentions, etc. ;
(3) Attend the reception of the meeting of Sichuan Chemical Design Institute on June 7th;
(4) On June 2 1, received a delegation from Sichuan Chemical Design Institute to visit the air conditioning company, and organized a discussion and technical exchange during the meeting.
3. Complete the submission of the overall follow-up plan of the design institute, and complete five attachments, including the follow-up application form, cost standard, review meeting mechanism and summary format.
(2) Production of promotional materials and advertising design
Design and production of various publicity materials. Including organizing the design and production of new products and samples, the revision and production of old samples and new contents, the design and production of English samples, and the design and production of advertising materials such as promotional gifts.
1. Collate relevant data and materials, and design and make sample data of "LiBr absorption heat pump";
2. Collate relevant data and information, and modify the sample data of "direct-fired lithium bromide absorption refrigerator/heater";
3. Collate data, design and produce English sample data of "water-ground source screw unit" and "vacuum central hot water unit";
4. Complete the revision and design of the English sample of LiBr absorption heat pump;
5. Design and production of promotional materials for Canton Fair;
6. Complete the design of advertising materials for villa products (exhibition board +DM sheet);
7. Collect and sort out information, design and produce the English introduction video of the company needed by Georgian customers;
8. Design and make customized leather notebook gifts.
(3) Media, advertisements, industry conferences, exhibitions, etc.
1. Assist the Group in contacting Sichuan Daily to interview the green energy center (distributed energy);
2. Coordinate to win the journal of the 12th China chlor-alkali forum in Ningbo 1 free advertising space;
3. Carry out publicity work in the form of advertising materials at the 20xx annual meeting in china rubber;
4. In March, I attended the China Petrochemical Technology Equipment Procurement and Management Seminar and visited some representatives.
5. Organize to participate in the 20xx Canton Fair, collect business cards of buyers and agents, and distribute English materials of related products.
6. Contact and strive for the free advertisement page of photovoltaic consulting magazine in polysilicon industry and complete the advertisement page design.
(4) Company website
1. Improve and modify the website, delete irrelevant friendly link information, and add pictures and words of company leaders' profiles;
2. Establish a daily duty system for online information exchange software on the homepage of the website.
3. Daily management of the website.
(5) Others
1. Assist the Technical Department to complete the translation (English translation) of Akzo Nobel's Statement of Quotation Demand;
2. Assist the Marketing Department to complete the translation of various temporary business English materials;
3. Participate in company-related training.
Third, how to carry out the work plan for the second half of the year?
Continue to keep in touch with cooperative print media;
(2) Consider changing the content design of print advertisements in the second half of the year to further enhance the aesthetic feeling of the company's brand and make it closer to the market;
(2) The special meeting of Hohhot Industrial Design Institute in Inner Mongolia was successfully held in July;
(3) The design institute will follow up the scheme adjustment, discuss and try out specific measures, and continue to promote the work of the design institute;
(4) Improve all Chinese and English materials of the samples and prepare basic materials for serving overseas customers;
(5) Planning and organizing data collection and production of company profile videos;
(6) Organize the establishment of database of design institute to prepare for the further work of design institute next year;
(seven) design and production of company envelopes and other promotional materials and improvement of existing promotional materials;
(eight) other tasks assigned by the leadership.
Fourth, rationalization proposals.
(1) Human resources:
Recruit 65,438+0 experienced senior human resources directors, establish a human resources administration department with 3-4 people in total and independent work functions, formulate long-term (3-5 years) and short-term (this year) human resources plans, and implement them in detail, strengthen the company's human resources reserve and strengthen human resources management.
Human resource management is not only the introduction of talents and the training of employees, but also an important symbol of the company's external image and one of the important factors that can attract talents. In addition, human resources work also includes: resolving various labor disputes, recruitment and dismissal, personnel transfer, training, labor cost accounting, peer salary system survey, evaluation and adjustment of existing human resources, and establishing and constantly revising a more orderly and standardized salary system. These are the key contents that affect the specific interests of every employee in the company, their real thoughts, willingness to work and enthusiasm.
(B) the company's strategic reform
According to the development of the company, especially the specific business development, put forward a new overall development plan to the board of directors in a timely manner, and clarify some relatively large reform opinions, which can be approved by the board of directors first or revised before approval.
Secondly, the human resources are sorted out. After the director of human resources comes up with the basic reform plan, the internal reform is implemented step by step after being discussed and revised by the main leaders. After defining the internal development plan and direction of the company, we will start a comprehensive evaluation of human resources, work objectives and values in due course, and then make appropriate dismissal, recruitment and deployment of personnel, and re-define the rights, responsibilities, salary system, career development plan and importance of each position. This step has completely solved the problem of uneven people's hearts and inconsistent values.
Third, control the impact. Combining the above two items and the existing division of labor, the core reform team will selectively communicate with managers, core positions and core business personnel one-on-one in advance. In order to avoid the influence of company reform on specific business, it is necessary to make clear arrangements and inform key positions and personnel related to core business in advance, so that the company can always maintain normal operation.
(3) Take the follow-up work of the design institute as the core work of the company.
Over the past 20xx years, the company has spent a lot of efforts in the design institute, and has also received certain results and seen certain hopes. Therefore, it is particularly necessary to carry out the follow-up work of the design institute.
Establish company leaders to attach great importance to it, actively organize and discuss relevant implementation rules, management methods and operational procedures, and start implementation as soon as possible.
(d) Do everything possible to seize the opportunity to establish a major customer department.
If we can win a big project within the Hope Department, we can take it as the key business of the company in the short and medium term, and set up a large customer department on this basis. In addition to specialized management personnel, we will also provide resident engineers and project managers for each project (initially relying on internal management personnel to work part-time, mainly responsible for daily concrete communication with the project parties), which not only ensures the service quality of the project, but also enhances the confidence of the hope department in the air-conditioning company and makes the group more confident in us. In addition, these projects can also be used as publicity models, and internal and external publicity is also a good model theme.
market department
Xx，xx，XX，XX