Summary of home appliance promotion activities: It has been more than two months since Fan Wen came to xx Electric Appliance Company in 2020 (I). Through in-depth understanding and communication with various departments and branches during this period, I basically have a certain understanding of our company's development and entrepreneurial history, corporate culture, management structure, system and operation mode. The most important thing is to read the company's previous large-scale promotion plans and store management materials, investigate competitors in the regional market at this stage, and personally participate in a series of promotion activities. Now let me sum up my work since I joined the company.
Continue to read the company's various documents and operating procedures, and learn and understand the company's corporate culture, organizational structure, rules and regulations, operation management, etc. And have a deep understanding of the scope of work, operation process, etc. In a short time, I joined the team of this department and successfully participated in the planning, supervision and implementation of various promotion activities in this department. During the execution of the activity, go deep into each branch to understand the process and effect of the activity, investigate and analyze regional competitors, and give timely feedback according to the promotion strategies of competitors in the same period; He also attended the response meeting of the heads of marketing department, purchasing department and branch company headed by Mr. Tang, and put forward personal suggestions.
Sorting out all kinds of data, pictures, highlights and shortcomings in the implementation of the promotion activities of each branch, and comprehensively, concretely and intuitively summarizing the activities from preparation-implementation-follow-up, which has been recognized by relevant leaders and colleagues. In the production of subtitle advertisements during promotional activities, I suggest that 3D animation effects should be widely used to vividly reflect the promotional contents and advantages of our company and give viewers and consumers a brand-new cognitive view of xxx. In the design of various publicity materials, I also gave many innovations and suggestions to make the picture more beautiful, vivid and eye-catching, and better convey our corporate image and activities.
Through the audit of the company's early advertising production cost and the investigation and evidence collection of the advertising production market at this stage, the production price of publicity advertisements and promotional materials is re-formulated, which greatly controls the publicity production cost and saves expenses for the company to a certain extent. Some suggestions are put forward for creating the atmosphere inside and outside the store and shaping the image of the shopping guide. For example, adjust the layout of the new off-site stage to make it more eye-catching and attractive; It is suggested that five old image cards in xx store be rebuilt to improve the store environment and better convey the orientation of "brand-new image, brand-new positioning and whole-hearted service" after the renovation of Xintang store.
We sorted out the themes of our original corporate feature films and image advertising films, combined with our current advertising demands, revised and adjusted them again, and made new proposals on the premise of conveying our business philosophy and employees' mental outlook as much as possible, strengthening our quality service and worrying about the whole process, and reducing the production cost on the basis of the original price. In order to further promote our corporate image and various promotion policies better, more effectively and at lower cost, enhance our popularity and commodity sales, optimize market competitiveness, and reduce the cost by investigating and analyzing various promotion channels in regional markets. From it, I learned a lot of management and sales knowledge and realized a lot of truth. I understand that a large part of the competitiveness of enterprises comes from the competition of knowledge and teamwork.
Summary of home appliance promotion activities Not long ago, a large-scale home appliance promotion activity was launched for xx anniversary. Because it takes up a certain amount of time and personnel, coupled with attractive seasonal goods and promotional activities, the overall effect is good, leaving a good teaching material for our future work. The following is a summary of this promotion.
The preliminary preparation of this project is very full, involving a wide range. Under the careful argumentation of the store manager and various departments of the company, a set of relatively complete and operable overall marketing manuals has been formed. In terms of promotion, we have applied the promotion activities aimed at consumer groups, mainly families and housewives, and achieved due results. Consumers responded enthusiastically, fully achieving the purpose of gathering popularity.
In terms of commodities, the promotion activities of "fresh stimulation, just 1 day" and "crazy sale and snap up" were carried out in coordination with the seasonality, which achieved the goal of not only coordinating with the overall xx charge, but also stimulating popularity and sales volume with commodities. Coupled with the store's display cooperation, on-site promotion. The broadcast draft of xx anniversary we made has made a new breakthrough in the implementation of publicity and the rendering of the atmosphere of buying promotion. It has given consumers a great impact in vision and hearing, and also left a good reference for our future work.
The large-scale cultural evening of xx anniversary pushed the whole anniversary to a climax, and the cultural performances in various stores were remarkable. The invitation of suppliers has promoted our company's corporate culture and business philosophy to a higher level. The scene of the general manager cutting the cake with a birthday song gives our employees a cordial sense of family belonging. The above are several important highlights of this literary evening.
We also have certain advantages in weather, geography, people and society. At the beginning of the xx anniversary celebration, the weather suddenly turned cold, which made the seasonal goods in the original xx plan sell well and became very popular. This is inseparable from our forward-looking analysis and organization of commodities. Finally, even God really helped us. Coupled with our efforts and good analytical and executive ability, is there anything we can't do well? However, in the process of planning, organizing and controlling activities, there are still many shortcomings: in this xx anniversary activity, some work in promotion schemes, activities and commodities has not been put in place, resulting in some sales losses, which deserves our deep thinking and profound review.
Some promotional activities were forced to stop because suppliers could not be found. Unfortunately, the supervision form has not been implemented. The store's on-site execution is not enough. The mall's timely follow-up audit is not in place. The unreasonable manpower arrangement of the store led to the failure to give full play to this single activity. Unfortunately, the development and procurement of new products/sensitive products have not been fully implemented. In the xx anniversary celebration, the creative display of some goods in the store is obviously insufficient and needs to be improved. In the commodity activities of xx anniversary, the on-site promotion is not in place, sometimes, sometimes not, and the on-site promotion personnel are not thoroughly trained and tracked, which leads to the feedback of some consumers not being collected and cannot be used for reference in future work.
In the xx anniversary celebration, the store gained popularity and sales went up, but the hygiene work was not followed up in time, resulting in unsatisfactory hygiene at the store and the door of the store. During the xx anniversary celebration, some sensitive goods were seriously out of stock, which affected consumers' shopping mood, which was a major commercial ban. We must seriously reflect! In short, any work should be constantly summarized and reviewed in order to do the next xx well. We hope to make the whole xx marketing plan better and implement it better in the future.
Summary of home appliance promotion activities Model essay 2020 (3) What passed away was green and bitter; The last promotion activity, Una River, is gone forever; New opportunities are sweeping in with irresistible momentum-preparing for war, on the road! The promotion activities are summarized as follows.
I. Off-site analysis
This year is a year in which the competition in xx industry is rapidly heated, and it is also the first year of shuffling. Manufacturers are diving, and so are first-and second-tier brands; Directly lead to an increase in the survival pressure of third-and fourth-tier brands; And the retail price is not high. Various creative and attractive promotional programs have gained a lot of sales; It is extremely beneficial to engage in an active life and creative activities. The channel reform has been accelerated rapidly, and county-level stores and chain giants have been implanted in the township market; Through various modes to control, although which mode can survive, we will wait and see; However, it does put forward a brand-new topic for our agents; .
By observing the sales of our brand and competing products, we can find that the construction of core stores is very important, forming the main brand of core stores, and the sales are immediate. County-level agents often have their own stores, and they can quickly grasp the channels, plunder sales and seize a lot of market share by issuing invoices to township dealers (providing home appliances to the countryside for trade-in and direct subsidy), delivering goods in small batches at any time, and defaulting on payment.
Second, internal thinking.
1, team building
Only by unifying thoughts and understanding are we qualified to talk about execution; The principles of executive power are: employing people with executive power; A team with unified thinking, execution and sales passion is a fighting team, so as to make the third-and fourth-tier brands bigger and stronger; We can learn from Sawyer's sales team!
2. Rule optimization
The power of rules is a hidden power. Fiona Fang has had rules since ancient times. Any high-end desire we expect is always realized by rules; Optimization of rules What I want to discuss is the need to clarify various positions: business, back office, administration, finance, warehouse management, logistics, and the responsibilities and rights of leaders at all levels; It is necessary to avoid multi-head leadership and unclear powers and responsibilities, directly consider each position by economic means, mobilize the subjective initiative of employees, and make them go all out to decode, realize the company's high-end wishes and achieve sales; It is very necessary to establish a signature responsibility system, and whoever signs will bear the responsibility; At the same time, it is a long-term work to optimize industry rules and participate in the formulation of industry rules; However, we must consciously pay attention to and guide.
3. Brand structure
For a young company, the brand structure is far from complete, and there is an urgent need for joint venture brands and large brands; In the long run, if we want to take root in the soil of xx, we must form a high, medium and low xx pattern, so as to master the right to speak in the industry and become an industry rulemaker. Only then can we be qualified to launch other products and form large-scale operation; Become a bright pearl of home appliance industry in xx area.
4. Countermeasures
The white-hot market shows that it is full of opportunities and challenges; With the beginning of shuffling, the next step is to tear the cards. Whether we can become survivors depends on the measures we take! It should be said that the brand survival advantages we currently have are still relatively obvious, because the manufacturers we cooperate with all have their own irreplaceable advantages, and they are all in the period of brand rise. As long as we effectively tap and enlarge our advantages, opportunities far outweigh challenges through the efforts of our team!
Specifically, make good use of conference marketing to seize customers' funds and positions in time; Follow up and digest channel inventory with powerful promotion means to seize market share and form a virtuous circle. Activities must be carried out more, especially core outlets and core stores; We must ensure the reasonable profits of dealers and make them profitable; In view of the accelerated reform of some market channels, we must first stabilize our position, because all models are just explorations and may not be suitable for the market. To understand and eliminate the confusion and worries in the minds of channel dealers, we should not give up and treat them negatively when looking for opportunities.
Through effective efforts, the stores that can increase the quantity will form the main force of brand promotion, and the follow-up promotion activities will be strengthened. In particular, the activity plan that can increase the scale must be grasped and implemented in time, and the theme of future activities must be maintained, especially the innovative activity plan. We must resolutely resist county-level agents who bear tax risks and issue invoices on their behalf. On the contrary, we should persuade dealers to give up invoicing and become ordinary taxpayers by improving other services. At the same time, in terms of small delivery, timely rebate, clear accounts, etc., we can reassure distributors and improve our overall service level.
Third, emotional turmoil.
This year's ordinary only oneself know, this year's gains and losses are all gone; What fluctuates is the mentality, which contributes to the future, and what remains unchanged is the dream; I know that I should better understand nature and myself, and I need to work hard to overcome my inherent defects. To integrate into the society and the team, we should not only maintain our own personality, but also refer to social standards; As the saying goes, "you can't get fat in one bite", then you must get fat in one bite; If you can't reach the sky in one step, then you need to realize your dreams when you were young step by step; Modesty, kindness, tolerance, studiousness, diligence, firmness and decisiveness are all indispensable qualities, so we must remind ourselves from time to time; Floating, hiding, listening to applause, enduring grievances; Human growth always goes through ups and downs. The past year has really taught me a lot and made me realize a lot.