Annual summary of market development work
Annual summary of market development work (generally 5 articles)
A summary is a written material that reviews and analyzes a certain stage of study, work or its completion afterwards. It can help us summarize our past thoughts and carry forward our achievements. Let us take time to write a summary. Have you decided how to write the summary? The following is an annual summary of my market development work. It is for reference only. Everyone is welcome to read it.
Annual Summary of Market Development Work 1
In 20xx, with the care and support of all colleagues in the company and branches, the market development department gradually clarified its ideas, opened up the work situation, and actively performed its functions , open up the market. Explore a market expansion path that is consistent with the actual situation of Hubei State Reserve.
1. Main tasks
(1) Gradually clarify the future development positioning of the warehouse. It mainly focuses on the development positioning of the four branches. Classify existing businesses, focus on cultivating high-quality customers that meet future positioning and high added value, and phase out those that do not.
(2) Actively run the market, contact new customers, and try new fields. The company has stepped up negotiations with Lenovo Group's Zhiqin Meiji Logistics Company to renovate warehouse hardware facilities and introduce the IT industry; it has maintained contact with the Xinjiang Tianye listed company and built a chemical raw material logistics distribution center.
(3) Increase publicity and carry out business promotion through multiple channels. Actively carry out the work of applying for key logistics warehouses in Hubei Province; speed up the production of brochures, and the proofs are now available; contact professional companies to start the script preparation of commercials; and send invitation letters to Wuhan Iron and Steel Logistics Management Company for Wuhan Iron and Steel Business.
(4) Focus on the market and improve warehouse functions. Actively contact the Zhengzhou Stock Exchange to apply for rapeseed meal and rapeseed futures delivery warehouses; and actively carry out the application for cotton reserve warehouses in response to important information about the heavy tasks of national cotton collection and storage this year.
(5) Strengthen contract management and improve the company’s control capabilities. In September 20xx, the company made targeted revisions based on the operation of the "Contract Management Measures" (hereinafter referred to as the Measures) over the past year and combined with the company's actual contract management. The method was discussed and approved at the general manager's office meeting, and was issued and put into trial operation in October 20xx. In November of the same year, all units were required to summarize and report the contract execution and non-contract operations in 20xx according to the regulations. The problems discovered are being rectified in a targeted manner.
2. Existing deficiencies
(1) Each branch does not have enough understanding of the top-level design of the national bureau to improve the system and mechanism, and has different understandings of the purpose of running a company, so in promoting improvement Branch construction is uneven.
(2) Due to the inertia of thinking, salesmen are currently limited to their own units and existing business areas, and the breadth and depth of the market are not enough.
(3) There is still a long way to go before the original business personnel are transformed into company business personnel and a business team is formed. The quality and relevant business knowledge of business personnel need to be improved.
3. Work plan for 20xx
First, increase efforts to run the market
The market is driven out, and customers are introduced. So, how to run the market? First, leaders pay attention. Leaders pay attention to pressure, and turning pressure into motivation can enhance the enthusiasm of business personnel to actively run the market, turn market running into a normal job, and change passiveness into activeness. Leaders' attention means support, and support can build self-confidence and the confidence to win.
Establish a sound and effective reward and punishment system. An effective reward system can effectively enhance employees' recognition of corporate value and establish loyalty to the company, so that on this basis, they can realize their life value. A reasonable punishment system can regulate their behavior, enhance their sense of responsibility, stimulate their ability to reflect, correct incorrect values and concepts, and improve their self-ability.
Clear market direction. You can’t run the market blindly, you must search for customer resources in a purposeful and targeted manner according to your needs.
It is necessary to analyze its own characteristics, customer needs, and market dynamics. Enhance the ability to analyze the market, research the market, and grasp the market.
Second, clarify the main business and open a professional market
The main business refers to the main activities in the daily activities that an enterprise engages in to achieve its business goals, and is the main source of enterprise income. source. First, clarify the main business based on its own characteristics. Wuhan Branch and Xiangyang Branch are urban warehouses with strong loading and unloading capabilities and fast transportation channels, suitable for bulk commodity logistics and urban fast-moving goods operations. Xiaogan Branch has cotton futures delivery qualifications and many years of cotton management experience. It is suitable to focus on cotton futures delivery and collection and storage, and develop chemical products and tobacco leaf collection and storage.
Yichang Branch has accumulated a lot of experience in the container business. It can turn the container business into its main business and gradually optimize the types of collection and storage. Each logistics department should also combine its current main business, give full play to the management advantages of refined oil, tobacco leaves and seed reserves, as well as the unique asset advantages of special lines, consolidate its main business, and expand special businesses suitable for itself. While clarifying the main business, it is necessary to create some distinctive professional markets, such as cotton futures delivery market, container business market, large-scale steel trading market, urban fast-moving goods market, seed purchasing, storage and processing market, bamboo and wood trading and processing market wait. Annual Summary of Market Development Work Part 2
1. Seize the market and not be afraid of difficulties.
The Jinzhou area is a newly established business area that the company established after considering its business strategy. ***There are 3 salesmen. The business scope under its jurisdiction includes six prefecture-level cities, Jinzhou, Huludao, Panjin, Fuxin, Chaoyang and Chifeng, with a wide area and long lines. At the beginning of the establishment of the region, the market share of the company's products in the region was very low. In order to seize the market and suppress competitors, the brothers in the region always kept a clear mind, straightened out their work ideas, and actively looked for breakthroughs in the market.
In the process of market development, we have carried forward the elegant "Four Thousand Spirit", conducted a comprehensive survey of regional construction projects, and mastered first-hand information, whether traveling 500 kilometers from east to west, or traveling from north to south. 300 kilometers; whether it is a TG project or a key project, wherever there are opportunities, there will be Liaoxi Yazhi salespeople; wherever there is competition, there will be the heroic saying that Liaoxi Yazhi people will win. At the same time, we also use various channels and methods to extensively collect customer information, make friends with customers, communicate rationally, negotiate orders wisely, and flexibly use the principle of "make friends first, then discuss business. When doing a business, make a friend" The concept of order negotiation and customer service allows customers to recognize and accept our products from the effect of use and psychology, laying a solid foundation for the red flag of elegance to be planted all over the land of western Liaoning as soon as possible. A hard work, a reward. So far, the Jinzhou region has achieved an output value of 3.8 million yuan and a market share of more than 50%.
2. Focus on management and implement regulations.
Good management is an important guarantee for improving business quality, and it is also an important measure to maximize work efficiency and reduce business risks. Business management work can never be separated from sales, nor can it be separated from the company's formulation of various systems for business strategies and management goals. In order to effectively improve the management effect, our district strives to combine business process management with the company's system, stimulate everyone's work enthusiasm and standardize everyone's business behavior through management. Mainly: 1. Grasp the management of the salesperson's mentality and thoughts. Regional salespeople come from different places, have different backgrounds, foundations and habits, and have different requirements and desires in work and life.
In addition, working in the periphery has a long front line, many difficulties, and it is difficult to concentrate every day. Based on these characteristics, I strive to improve the quality of the few meetings every week and integrate the company's requirements and culture with everyone's thoughts and behaviors. Come and compare, discuss and learn together, create a relaxed and harmonious atmosphere, let everyone have the warmth of a home, so that everyone can accept management in harmony, adjust their thoughts and mentality while helping each other, and always maintain A strong work ethic. 2. Grasp five orders management. In order to reduce business risks, our district regards five-order management as an important management indicator, and in accordance with the company's requirements, we strive to improve some existing problems in the signing of five orders and improve management quality and return rates.
In the first half of the year, the contract recovery rate in our district was 81%, the acceptance document recovery rate was 76%, and the settlement document recovery rate was 83%. 3 Payback management was implemented. In the first half of the year, our district’s repayment rate was 32%, which did not meet the expected target. However, we have not relaxed our requirements and measures for repayment, and have been working hard to improve contract execution. 4. Grasp market resource management. According to the characteristics of Liaoxi, we organize and integrate customer resources and market information, and conduct targeted follow-up and return visits, thereby improving work efficiency and customers' trust in Yazhi. 5. Grasp daily work management. In daily management, we strictly implement the leave request system, reimbursement system, meeting system, etc. in accordance with the company's requirements, actively improve existing problems, and strive to unify daily management work to the company's requirements.
3. Study diligently and improve your quality.
Learning is an eternal theme in business work. Only through continuous learning and understanding of the company's business knowledge and company culture can we improve our ability to develop, track, negotiate, and control business. First, we have strengthened the learning of business skills and business knowledge through training organized by the company. The second is to strengthen the study of the company's various management systems. The third is to strengthen the study of market knowledge under the financial crisis. Fourth, colleagues learn from each other and improve together.
4. Existing problems:
1. The depth and breadth of market expansion are not enough, and there are still blind spots.
2. The effect of business repayment is not satisfactory.
3. Business knowledge and negotiation skills need to be improved.
5. Work ideas for the second half of the year
In the second half of the year, our district will carry forward the strengths of the work in the first half of the year and overcome its shortcomings, mainly doing the following:
1. Continue to increase market development efforts, not only increase market share, but also ensure that there are orders to sign and no orders to grab. Establish the confidence that the battle can be fought and the battle will be won. Strive to increase the market share to more than 60%. The total output value strives to reach 8 million.
2. Increase efforts in collecting money. In the second half of the year, our district must insist on working with two hands, that is, one hand to sign orders and the other hand to collect payments. In the work of collecting money, we resolutely implement it in accordance with the contract, solve various problems encountered in collecting money in a timely manner, and strive to achieve a payment recovery rate of 95% for old models and 90% for new models.
3. Strengthen the improvement of business management indicators. Strive to achieve a contract withdrawal rate of 95%, acceptance document withdrawal rate of 98%, and settlement document withdrawal rate of 90%. Reports and ledgers are detailed and standardized.
4. Continue to strengthen learning. While we not only study and improve ourselves, we will continue to learn from others humbly. We will provide targeted training for new employees so that they can become independent business experts as soon as possible.
5. Further strengthen daily management work, strictly implement the company's various management systems, strictly control expenses, and strictly enforce work discipline.
6. Do a good job in customer maintenance and keep the customer's friend relationship throughout the business. Annual Summary of Market Development Work Part 3
Since I was hired as the head of the company’s marketing department at the end of August this year, under the correct leadership of the leadership, I have actively carried out a series of work such as market research and business development. In the blink of an eye, 20xx is coming to an end. Looking back on this year's work, although the marketing department's contribution to the company was meager, it finally took the first step in development. In the past six months of working in the company, I have completed some work, accumulated some valuable experience, gained some gains, and realized some of my shortcomings in my work. The following is my summary of my work in the past six months.
Market promotion is ever-changing, and finding a promotion method that suits your business is a top priority. The marketing promotion of Dazui Foreign Teacher in the past six months is mainly divided into two parts: brand promotion and cross-industry cooperation. Brand promotion mainly includes online advertising, offline English corner activities, offline community activities, peer brand resource sharing, and VIP club activities; cross-industry cooperation mainly consists of data exchange (same industry, cross-industry), activities Mainly cooperation.
1. Market research
1. Collection of market information
Market information is mainly collected through the Internet and the media. The main event sponsoring industries are: beauty industry, Tourism industry, coffee shop; main activity cooperation industries: early education industry, music training industry, language training industry; main data ICBC industry: early education institutions, intellectual development, Chinese studies training, musical instrument training, kindergarten;
2. Offline activities
Offline activities are mainly divided into VIP club activities, English corner, and community activities; VIP club activities are the company's paid activities for Dazui members. The activities mainly include specific holiday activities and English salon activities. , cocktail party, etc. English Corner Interaction is mainly a public welfare activity for the society. The purpose is to collect potential users who have demand for English and at the same time improve brand promotion. Community activities are community open classes held in high-end communities in Hangzhou, once a month. The purpose is to improve the brand and discover potential users.
3. Establishment of the marketing department’s information database
The marketing department should establish its own database. Through reasonable classification and system integration of the collected information, all information collected through market research can be collected in a timely manner. Entry will facilitate future work. At present, the amount of information on various aspects of the property market is relatively small and not very comprehensive, which will be further improved in future work.
Existing deficiencies and improvement measures:
1) Some information is incorrect and expired, which affects the business process. The accuracy and timeliness of information should be strengthened in future market research work.
2) Market research is not strong enough and needs to be strengthened to expand more research channels and invest more energy in research work to obtain more and more comprehensive market information.
3) The information cannot be systematically integrated and is not easy to review. A complete marketing department information database needs to be established.
2. Business development
1) After cross-industry cooperation, conduct regular spot checks to check the effectiveness of the cooperation.
2) Clarify needs: Use the Internet and telephone channels to further understand various activities and clarify whether various activities are suitable.
And strictly track the post-production effects.
3) In the process of various business contacts, the lack of business ability makes it impossible to provide corresponding help to leaders, and strengthen the learning of professional abilities and the cultivation of professional abilities in future study and work.
Only by positioning yourself correctly and being familiar with the basic business of the department can you adapt to the new job position as soon as possible. Without skilled professional knowledge, you will not be qualified for this job. Familiarity with professional knowledge is the prerequisite for doing a good job. . Due to the lack of work practice and lack of relevant work experience, there are still many shortcomings in the work. I must consciously strengthen my own learning and cultivation and strive to adapt to this job. Therefore, in addition to having to make up for it in a short period of time, I also need the guidance and supervision of leaders and colleagues.
Only by actively integrating into the group and handling all aspects of interpersonal relationships can you maintain a good working condition in the new working environment. Attitude determines everything. Market competition is becoming increasingly fierce, and market mechanisms will become more standardized. Every company and everyone will face constant changes, and new challenges will continue to be placed in front of them. What kind of attitude should you adopt to deal with them? It will get what kind of result it wants. The attitude of working patiently and meticulously is a commitment to yourself. Only by developing a good working attitude at work can you win the recognition of the general manager and colleagues.
Only by adhering to principles and implementing various rules and regulations and conscientiously managing can you fulfill your job responsibilities. Job responsibilities are your own job requirements, and they are also the scoring criteria for measuring whether your work is good or bad. Since you are engaged in business work, you must always use your job responsibilities as the standard for measurement, start from every step of your work, and strictly follow The clauses in the duties require one's conduct. Strive to satisfy leaders and gain their approval and trust. Maximize your value at work.
It is necessary to establish a sense of service and strengthen communication and coordination capabilities.
Only by working hard to improve your ability to execute your work can you do your job well. At work, I always remind myself that there is only a superior-subordinate relationship at work. No matter whether it is within or outside the job, we should treat them equally. We should not be careless or negligent in the work assigned by the leader. When accepting tasks, we should actively understand The leadership's intentions and the standards and requirements that need to be achieved should be strived to be completed within the required time limit. On the other hand, they should be actively considered and supplemented. In order to better assist other colleagues in their work.
Here, I am very grateful to the leader for giving me this platform and giving me support and teachings. In future work, I will actively learn from work experience, overcome shortcomings, be dedicated to my job, correct my bad work attitude, and explore practice. By watching more, learning more, and practicing more, you can improve your skills in various businesses and do them better. I also hope that our collective will continue to shine with new brilliance and glory in the new year. Annual Summary of Market Development Work Part 4
Participated in the World Trade Center Exhibition in the first week, and achieved some gains from this event. This is also the first time I have paid a deposit on site when I came to the company to participate in an exhibition. The focus of the second week's work is to digest the B-type customers left at the exhibition, as well as the classification, archiving and management of customers. There are also phone calls to invite customers to attend the home decoration night market. The results were less than ideal for a number of reasons. The third week was an invitation for a Feng Shui design consultation. Not many customers come, and most of them are old customers who come to see the plan. The main work in the fourth week is also telemarketing and community research.
Regarding the gains and losses at work in December, I summarized the issues in two aspects.
First, how to adjust your mentality so that you can be in the best state at work. First, we must clarify your own values and make a plan for your life and career. What is the true desire and pursuit deep in our hearts. Everyone has their own values, and different customers have different values. We don’t know our own values very well, so how do we understand our customers? Confidence, courage, hard work and perseverance are all human mentality. We want to become a true home decoration consultant and an expert in the minds of our customers. And create a mindset of helping customers. Most customers are not clear about their real needs, and we help them find it and get it. This is our job and the value of our existence.
Second, telemarketing lacks skills. Unable to provide good guidance to customers and unable to communicate in depth. In fact, we usually can only ask customers some common questions, but cannot discuss our own opinions, and we do not instill consumption concepts into them. Why? Because we don’t know enough about our company’s products and our competitors’ products. Not confident enough in one’s own company’s products. When we tell our customers with great confidence that choosing us is a very, very good choice. Clients are often inspired by our enthusiasm. But we often use a pleading tone and tone to contact customers, so it is not straightforward enough or enthusiastic enough.
We usually know a lot, but do very little. I will continue to push myself in my future work and hope to make a qualitative leap in the last month of the third quarter. Annual Summary of Market Development Work Part 5
I just heard the triumphal song for the Year of the Rabbit and sang the blessing song for the Year of the Dragon. The year 20xx is about to end quietly. During this year, all marketing staff have always implemented the business management policy of "focusing on marketing externally, strengthening management internally, operating safely, and developing stably", feeling the changes in the stability, and feeling the innovation in the changes. Feel the development in innovation, feel the pressure in development, closely focus on the annual business goals and tasks, work together and make unremitting efforts, and successfully complete various tasks throughout the year. The work of the past year is now reported as follows:
1. Ideas determine the way out.
Since this year, faced with the numerous high-star and same-star hotels in the urban area, and the impact of various business hotels and specialty restaurants on the market, Dehua Hotel has occupied an increasing market share. How to break through this bottleneck? All marketing staff are guided by the "External Marketing, Internal Strengthening Management" formulated at the beginning of the hotel. They give full play to their subjective initiative. Under the leadership of the General Manager Office, they work hard in one place. , tried every possible means to actively expand new customers and stabilize old customers. During this year, 95% of the agreement customers chose to continue spending in Dehua, and some high-quality agreement customers were also added. Against the unfavorable background of continuous reductions in reception funds and major personnel changes in various administrative units, consumption by agreement customers increased slightly compared with the same period last year.
2. Quality creates brand.
In order to maintain the brand of Dehua Conference Hospitality and once again improve the conference brand, we mainly focus on the following aspects: First, we always adhere to the "butler-style" service. On the basis of adhering to "butler-style" service, we effectively carry out "one-stop" service, thinking about what customers think and worrying about their needs. In this year's civilized city creation reception, marketing actively plays a coordinating role and cooperates with Reception services, timely communication of information, and active outreach have truly established the Dehua Conference Service brand with service quality. The second is to continuously expand the conference market. We pay attention to strengthening the contact with the contracted units and do not relax any information capture. We are both marketers and waiters. From the beginning of the meeting, we will track the catering, guest rooms, and conference affairs and provide all-round services. This will not only reduce the number of guests We have solved the problem and established long-term friendship with our guests. Although the hardware of our conference room is not as good as that of four-star and five-star hotels, we have won the trust of our guests because of our "butler-style" and "one-stop" high-quality services. This year, we received x batches of various types of conferences, and the annual conference revenue increased by x million yuan compared with the same period last year. The third is to stabilize the tourism group market. In the past year, after rigorous and detailed market research and combined with the actual situation of the hotel, we formulated corresponding reception price policies and reception plans, increased return visits and liaison with the contracted travel agencies, increased the room occupancy rate, and made up for the loss. The hotel's guest rooms have been kept idle during the off-season for conferences, which has brought certain economic benefits. At the same time, the hotel's popularity also increases with the team's stay.
3. Give full play to the role of marketing to ensure the return of funds.
The collection of accounts is the focus and difficulty of our work this year, mainly because the hotel sales revenue this year has increased compared with last year, and 95% of our agreement customers are financial appropriation units, and the funds are subject to We treat the restrictions on appropriation differently based on the actual situation. For old debts and bad debts, we adopt multiple door-to-door collections; for large accounts, we break them into parts and collect them in installments. In the process of collection, we encountered many unexpected problems. Difficulties sometimes come from cold faces to hot faces, and sometimes from rude words. With sincerity and passion for the hotel, we ensured that we collected x million of external accounts receivable throughout the year and sorted it out. Various types of old accounts ensure the safe return of hotel funds.
4. Details determine success or failure, Dehua emotional marketing.
This year, we regard visiting and maintaining customers as an important task, and carry out various forms of customer visits. We insist on the format of each marketer visiting 4 customers every day, and conduct visits during holidays or major marketing initiatives. Before the launch, Qixintong was used to send messages to customers via mobile phones, providing customers with fashionable, novel, healthy and fast text message content! Sending cakes and flowers to express congratulations on customers' birthdays in a timely manner not only connects the relationship but also accurately targets our consumers, creating the characteristics of Dehua marketing. In addition, we often communicate with customers on the phone, asking for work opinions and sending good wishes. Through these forms, our customers and marketers have established a good consumer cooperation relationship. Now, 80% of the guests' purchases in the hotel are done through phone calls. Making reservations with marketers ensures the stability of the hotel's customer base.
Expand the zero-customer market.
The zero-customer market has always been a sales weakness of hotels. In recent years, the rapid development of the Changde hotel industry market has amazed people in the industry. It can be said that it has reached a situation where many heroes are vying for the throne. The phenomenon of "more monks and less rice" is even more serious. In order to develop this In one market, marketing staff carried out publicity work through door-to-door visits, faxes, etc., especially in terms of maintenance and management of existing customers. After sorting out customer files, marketing staff visited customers regularly every week. On the one hand, we should strengthen contact, and on the other hand, we can timely grasp guest feedback information and customer consumption trends to strive for more zero-stay guests.
5. Focus on external marketing to ensure smooth flow of information.
This year, the hotel pays special attention to the collection of customer information, opinions and suggestions, and at the same time pays attention to the latest developments in the hotel market. It is related to the survival of the hotel and also provides timely adjustments to business ideas and corrections for the hotel's decision-makers and operating departments. Provide powerful reference for deficiencies in work.
Marketing is responsible for obtaining information and communicating with customers. Through daily communication with our contracted customers, we clearly understand the advantages and disadvantages of our hotel. We promptly feedback various opinions to the management department for communication, and the relevant departments attach great importance to them and make corresponding adjustments and optimizations to ensure that What consumers will feel when they enter Dehua Hotel next time is improvement and respect for them; we also conduct regular research on Changde hotel market information and obtain operating information of other hotels, which provides a reference for hotel decision-makers when making next decisions. in accordance with.
6. Strengthen internal management to ensure service improvement.
Faced with the flow of sales personnel in 20xx, we have strengthened training for new personnel in a targeted manner so that they can enter their roles as quickly as possible. At the same time, we have also strengthened learning and communication among internal employees. , which has improved the team's combat effectiveness to a certain extent.
We insist on weekly meetings, formulate weekly work plans, cultivate employees' learning awareness, train employees' service awareness, improve employees' safety awareness, improve employee marketing skills, improve the overall collaboration level of the team, and stabilize the workforce. . Through training and management, all staff can change from passive marketing to active marketing, from disorderly work to orderly work, from inefficient communication with guests to efficient communication with guests, from extensive management without market research and analysis, to monthly marketing The sophisticated management of survey analysis and quarterly customer ranking visits has improved marketing efficiency and quality, and achieved a significant recovery in marketing performance.
The safety work of marketing is mainly to ensure the safety of funds when collecting accounts. In this regard, we strengthen the training of employees and require employees to use transfer payment as much as possible when contacting contract customers. If there is indeed cash payment When visiting the hotel, we require at least two employees to go there at the same time, or to use taxis when returning to the hotel, so as to ensure the safety of employees' lives and the safety of the hotel's funds. There were no safety accidents in this department throughout the year.
Although we have achieved certain results in the past year, we know that no matter how satisfied the customers are, the requirement of excellence cannot be lost. No matter how the market changes, the principle of honest management cannot be lost; we also know that, We still have many shortcomings that require us to correct and innovate. Although the market is ever-changing, marketing has its own unique rules. Hundreds of companies are vying to swim, and if they have to advance, they must retreat. In the challenging year of 20xx, all marketing staff, under the correct leadership of the hotel leaders, are determined to have a forward-looking vision, advanced marketing, be brave in innovation, face difficulties, work diligently, and devote themselves to the business development of the hotel, while ensuring On the premise of completing the goals and tasks assigned by the hotel, create a new image and new realm of marketing! ;