Article 1 First, working ideas

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

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

Second, the work objectives

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

Third, the specific work implementation plan

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

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

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

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

(B) to expand the brand influence of China Film

1. Website construction:

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

2. Make company brochures:

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

3. Do more soft publicity:

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

4. Increase advertising efforts:

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

5. Participate in influential industry conferences and activities:

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

(3) the plan to achieve the financing goal

1. Business development of wealth management experts

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

2. Hold small investment salons regularly.

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

3. Hold public financial promotion activities regularly.

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

4. Hold large-scale conference marketing activities irregularly.

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

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

(4) Cooperation and support

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

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

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

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

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

The above is the annual implementation plan formulated by the marketing department according to the overall development direction and annual profit target of the company, and it will be adjusted appropriately according to the actual situation in the specific implementation process. If there are any omissions or shortcomings, please also ask the leaders to put forward valuable opinions. This plan needs the cooperation of all departments and the support of leaders. I hope we can work together to achieve the company's annual goal.

the second

I. Functions of Marketing Department:

The marketing department is directly responsible to the sales general manager, which is the soul of the enterprise. Its function plays an important role in production, sales and service, and it is the core part of the sales link. As a marketing department, its important job is to assist the general manager to collect, formulate and implement. The standard to measure the work of the marketing department is whether the sales policy and promotion plan are scientific and whether they are strictly implemented.

1. The role of the marketing department: directly responsible to the general manager, assisting the general manager in market planning, and formulating and implementing the sales plan. Supervise the sales department to implement the annual work plan. Comprehensively coordinate the work functions of various departments. Is the soul of the enterprise.

2. Working standards of marketing department: accuracy, timeliness, coordination, planning and execution.

Marketing function: to make annual and quarterly sales plans and assist the sales department to implement them. Coordinate all departments, especially R&D and production departments. Organize the sales department to conduct a series of trainings. Monitor the cost of sales, increase or decrease the guidance to the personnel in the sales area, standardize the formulation and supervise the implementation of necessary promotional activities. Store image management, construction, shopping guide, supervision and training. Statistics, induction and arrangement of sales customer files. Collect sales and market information comprehensively, organize and form a plan and submit it to relevant departments.

Second, the marketing department work plan

1 make the sales work plan of 17: scientifically and rigorously analyze the current market situation and sales situation, foster strengths and avoid weaknesses, seek opportunities, and make the work tasks and work plans of the marketing department and the sales department in 20xx.

2. Implement lean troops and simplify administration, optimize the sales organization structure: carefully analyze and understand the current sales organization structure, according to the rationality of the market situation, under the premise of intensive cultivation, lean troops and simplify administration, adjust local personnel, control sales costs, tap the potential of personnel, stimulate work enthusiasm, feel work pressure, and strive to do their own marketing work well.

3. Strictly implement training to improve team combat capability: concentrate on training, and strive to make all employees fully grasp the company's sales policy, product knowledge, applied technical knowledge and marketing theory knowledge, and form a learning team, a competitive team and an innovative team.

4 Scientific market research, supervision and assistance in market sales: The core work of the marketing department is to assist and guide the sales department and all regions to continuously improve their brand power and consolidate their sales power. Therefore, the marketing department must constantly understand the market, visit the market, investigate competing products, analyze the reasons, find out the gap, report to the general manager according to the actual situation in each region, and give clear sales guidance ideas, ideas and methods to each region. All the above contents are in tabular form and must be completed by the regional manager every month.

5. Coordinate departmental functions and establish a good corporate culture: Administration and Personnel Department: The responsibility of the Administration and Personnel Department is to be directly responsible to the general manager, coordinate the work of various departments, establish a complete personnel file, formulate a scientific talent competition reward and punishment mechanism, and check the work of personnel in various departments. Under the advice of the marketing department, scientific figures, events and market conditions, we will constantly reserve talents for enterprises, tap the potential of sales staff, and devote ourselves to sales promotion and market development.

Production Department of R&D Department: The responsibilities of R&D and production department are oriented by market demand, constantly optimizing product structure and product functions, grasping product quality, strictly implementing ISO-2000 quality system, and introducing competitive products to the market through market demand. Therefore, the marketing department will provide market information, competitive information and sales information every month, so that departments can grasp the new market trends and navigation marks in a timely, objective and scientific manner, constantly adjust the shortcomings of their own products, develop and produce good products suitable for customers and market demand, and win the market and customers for enterprises.

Sales department: The sales department is the vanguard of the enterprise, a scout close to the market and a hard weapon for the development of the enterprise. Their duty is to constantly explore sales channels, seek the most suitable strategic partners for the development of enterprises, constantly push the products of enterprises to the market, and at the same time provide scientific frontier information for the market. On the premise of capturing market information and combining with the actual situation of the enterprise, the marketing department makes a strong market plan and sales strategy, which plays the most powerful role in establishing the "soul" of the enterprise.

Finance department: directly responsible to the general manager. If the marketing department is the soul and the sales department is the pioneer and bomber, then the finance department is the "gateway" and "artery" for the operation and healthy development of the enterprise. Its responsibility is to formulate scientific annual budget and settlement of the enterprise, make the enterprise profitable, and provide reasonable production cost budget, marketing budget and sales cost budget to the general manager in time. As a marketing department, it is necessary to formulate reasonable promotion plans and expenses in combination with the actual situation of enterprises, markets and customers, and submit them to the general manager or communicate with the finance department to make them practical and conducive to the development of enterprises.

Market Stay and Logistics Department: directly responsible to the sales department. Their duty is to know the order information in time and hand it over to the production step in time, deliver the products to the destination and customers safely with the fastest speed and the lowest logistics cost, and provide quality services for the sales department. As a marketing department, we should advise, guide, supervise and assist their work.

6. Grasp the market opportunities, and formulate and implement promotional activities.

7. Collect information and feedback, and revise the sales plan in time.

Article

This year, with the momentum of previous years, Hang Xiao not only stepped into the fast lane of rapid development, but also realized faster benefit growth, and successfully realized the listing of the company's shares on the Shanghai Stock Exchange and the work plan of the marketing manager. Since then, a new Hangzhou Xiao has appeared in front of the world with a brand-new attitude, and a new Hangzhou Xiao with more vitality and vitality, whose responsibility is to safeguard the interests of shareholders, was born.

After the company goes public, the management level will be greatly improved, which is not only the external requirement of market competition, but also the internal requirement of its own development and growth. For the marketing department, it is both a kind of pressure and a kind of motivation to comprehensively improve the management level and keep up with the pace of the company's development. In order to achieve the overall management goal of the company's 20xx annual contract amount of 3 billion, the marketing department has formulated the following 20xx annual work plan.

I. Information Network Management

1. Establish a direct leadership relationship

The marketing department is the functional department responsible for the construction and maintenance of the company's information network, information collection and processing, and accepts the leadership of the deputy general manager of marketing. There is a direct leadership relationship between marketing information * * * and regional market development assistants, that is, direct guidance and command are given to market development assistants in information network construction, maintenance, information processing and assessment, and they assume the leadership responsibility for information network work.

2. Establish a new organization.

3. Increase staffing:

(1) Information * * *: There are three full-time information * * people in the marketing department, who are in charge of different areas and will not take up other jobs.

(2) Market development assistants: there are two market development assistants in six offices in Zhejiang Province and one in the areas under the jurisdiction of other offices.

4. Strengthen personnel quality training

Complete the recruitment and training of marketing information and marketing development assistants in various regions before the Spring Festival, so that the marketing department can fully ensure the quality of personnel during the implementation of the new management system in 20xx. The work plan is the work plan of the marketing manager. Choose and hire marketing assistants carefully, and don't make up figures.

5. Strengthen personnel assessment.

The establishment and maintenance of information network are specified in detail from the aspects of personnel allocation, resource guarantee and performance evaluation. And ensure this work from the system. Establish a market information assessment system * * * regularly patrol the areas in charge to guide information management, conduct targeted analysis and research according to the actual situation and existing problems in each area, and urge them to establish and improve information management in a short time according to regulations.

6. Dynamically manage the market network

Market development assistant and information * * * According to the four indicators of information quantity (in 1) provided by information officers, project scale, information achievement rate and the number of lower-level information officers, the information network members are evaluated dynamically on a regular basis. On the basis of analyzing the classification of information workers/units, information workers and market development assistants should carefully analyze the background information of information workers to determine the possibility of their performance growth after receiving help. To further strengthen information management, the integrity, timeliness, effectiveness and confidentiality of information are better than that of the previous year. (See Market Development Assistant Management System for details)

7. Strengthen market research. According to the information provided by information members/units in various regions and the business progress of the company in various regions, the development status and potential development trend of steel structure business in various regions will be fully investigated by special personnel. Obtaining first-hand information through investigation is helpful for the company to set up reasonable institutions in various regions and explore new markets.

Second, brand promotion.

1. In order to further launch the brand of "Hangxiao" and expand its market share, we initially consider holding brand promotion meetings and seminars in Chengdu, the capital of Sichuan, Xi, the capital of Shaanxi, Urumqi, the capital of Xinjiang Uygur Autonomous Region, Shenyang, the capital of Liaoning, Changchun, Guangzhou, Nanning, the capital of Guangxi Zhuang Autonomous Region, Shanghai and other places to publicize and expand Hangxiao's brand, expand the information network and create more market space.

2. At the completion of key or large-scale engineering projects, invite relevant departments to hold a press conference at the scene, show and publicize Hangxiao's brand with completion examples, show the fact that Hangxiao occupies the first-class level in technology and performance, establish the demonstration role and leading position of listed companies in the building steel structure industry, and make the publicity work get twice the result with half the effort.