Marketing Department Work Diary

Introduction: When a person truly awakens, he gives up pursuing the wealth in the external world and begins to pursue the real wealth in his inner world. Below I will introduce to you the article about the work log template of the marketing department. You are welcome to read and refer to it! Template of the work log of the marketing department

Since the Yangtze River Water World Marketing Department was established in May, under the correct guidance of the company’s leaders, all departments have With the full cooperation of the staff, we carried out the preparatory work before the opening of the park, the business running-in period during the opening of the park, and the daily work after the opening of the park. Although the marketing department staff has a short organization time, all members can still proceed from the overall situation and actively participate in various aspects of the department. Work, especially in the tense period before the opening of the park, there is no complaint about working overtime. The marketing department gives full play to everyone's strengths, from discovering problems to solving problems to summarizing problems. All employees are constantly exploring and moving forward, forming an ideal team. team. Now report the work to the company leaders:

1. Revenue analysis: Overcoming disadvantages, team building has achieved initial results

This year’s business has been greatly affected by the weather, with typhoons and rains coming one after another. During the 84 days of business, there were *** 37 days with typhoons and rainy days. As of October 7, the total number of people entering the park was ***, the revenue was ********* yuan, and there were 10 weekends (7 The number of visitors to the park from July 16 to September 30 accounted for 48.88 of the total number of visitors, and the holiday economy was obvious; the number of visitors from travel agency groups increased from less than 7.24 in July to 24.28 in August, and 35.62 in September. The significant growth in the number of visitors ensures the continuity of group visitors' admission to the park and improves the overall consumption level of the scenic spot. The proportion of visitors to the park is as follows: 46 visitors from Hong Kong and Macao, 30 visitors from Jiangmen, 17 visitors from Zhongshan, and others (Shenzhen, Zhuhai, Foshan , Shunde, Guangzhou, Dongguan, Maoming) accounted for 7.

2. Advertising: Various placements, with varying actual effects

From before the opening of the Yangtze River Water World to the present, ***12 projects have been carried out, in Zhongshan, Jiangmen , Guangzhou’s publicity cost is ** yuan, and the total number of self-driving cars is 15,031. The publicity effects received by various regions are different. At present, the most intuitive evaluation is the promotion of online advertising and coupons. For example, in The advertisement was published on Zhongshan Tourism Online on July 13. The number of views so far is 39,880 times, an average of 797.6 times per day. This number of views is not high in terms of online advertising, but compared with the cost and number of views, the Zhongshan Tourism Network is still very cost-effective. But at the same time, the speed of spreading negative news on the Internet is also alarming. For example, a post on oncity about the conflict between employees and tourists at the Yangtze River Water World was monitored by the marketing department and clicked more than 10,000 times in just 6 hours. This requires us to We must pay more attention to the impact of the Internet on us.

Before and after the opening of the park, the media's soft article reports included Southern Metropolis Daily (5 issues), Information Times (2 issues), Zhongshan Daily (4 issues), Zhongshan Business News (4), and Yangcheng Metro News (1 ), Hong Kong Wen Wei Po (1), Ta Kung Pao (1) Macau Commercial Daily (1), Nanfang Daily (1), China Tourism News (1), Yangcheng Evening News (1), Guangzhou Daily (1) reports, total*** 23 soft article reports; and 2 video reports on Zhongshan.com.

3. Market Expansion: Using one point to open up cross-regional markets

The market expansion of Yangtze River Water World is facing the old market corresponding to new products. In market expansion, we have adopted activities Methods to promote publicity and boost popularity with discounts, such as 5 promotional roadshows before the opening of the park from July 9th to July 12th, the second Zhongshan Book Fair on July 16th, Hong Kong on August 7th and 8th CTS activities, the Chinese Valentine’s Day Mask Carnival on August 16, etc.

The road show promotion before the opening of the park was participated by all the staff of the marketing department, especially the promotion in the township, which had a good effect. After understanding from our social team, they believed that the activities in the township were done in a timely manner. It left a deep impression on consumers. The distribution of some small gifts proposed by Wu Yiqiang of the Marketing Department was very popular with consumers. The interactive links designed in the road show increased the enthusiasm of consumers to participate and enhanced the reputation of the Yangtze River Water World. , the road show activity distributed *** 25,000 copies of leaflets, and the number of people who used this leaflet was 638, accounting for 2.552 of the total; the Zhongshan Book Fair distributed a total of 450,000 copies of leaflets, and the number of people who used this leaflet was There are 1,150 people, accounting for 0.256.

The marketing department actively expands the customer base on the Internet. Liang Shuting and Lao Yumiao released the opening information of Water World through Baidu Zhizhi, Baidu Encyclopedia, Tencent WeChat, oncity and other websites before the opening of the park, and answered questions online. Netizens asked 200 questions. We promptly corrected information that some netizens answered incorrectly, organized tourists' questions together, and formulated standard garden tour guides, question and answer guides, and self-driving routes to ensure the unity of external publicity on the Internet; The marketing department participated in the construction of the Water World official website, and worked together to overcome the lack of experience in actual network operations. Since the opening of the park, it has generally been running smoothly. The information has been updated by dedicated personnel to ensure that the company's announcements and activities are released to the public as soon as possible. As of September On the 30th, according to statistics, 113 tourists placed orders to purchase tickets online, with a direct economic benefit of 8,475 yuan.

Before the opening of the park, the marketing department staff participated in the press conference, opening ceremony, Hong Kong Tourism Mart, tourism promotion conferences in Zhongshan, Zhuhai and Jiangmen, and the third Zhongshan Book Fair. Among them, the Hong Kong Tourism Mart We overcame the three-nothing situation at that time (no promotional materials, no actual prices, and no complete products), used ppt to explain to the travel agencies who came to consult, and strongly invited the person in charge of the travel agency to come to Water World for an on-site inspection. The marketing department In the following month, we received visits from dozens of travel agencies such as Hong Kong China Travel Service, Hong Kong Key, and Kangtai. We treated every visitor seriously, carefully answered the questions raised by the travel agencies, and introduced tourism resources around the water world such as catering, Accommodation, entertainment and special products are compiled into text and pictures for reference by travel agencies.

The book fair promotion received very enthusiastic responses from the audience. 600 gifts, 160 10 coupons, and 92 free trial coupons were given out. It is estimated that the audience reached more than 60,000 people. Through the activities, citizens' impression of Water World has initially improved. With the successful holding of the activities, citizens have a better understanding of the products and services of Yangtze River Water World, and have gradually dispelled the idea that the products are "several times more expensive" According to statistics, there were 641 tourists who entered the park with the help of promotional leaflets (you can get a 5 yuan discount when you enter the park with the promotional leaflets).

After the opening of the park, there will be Hong Kong CTS activities, Chinese Valentine's Day Mask Carnival activities and the College Student Tourism and Culture Festival. The number of people entering the park for the first time at Hong Kong CTS activities was 700. The entire event was completed in accordance with the planning process. The significance of this event Let us serve as a model for future market development. Some of the solutions have been used in other corporate activities and won praise from customers.

After the opening of the park, sales manager Yue Jingjie will be responsible for visiting travel agencies. There are 9 travel agencies in Guangzhou, Dongguan, Jiangmen, Foshan and Shunde. These include the 8 travel agency alliances of Guangdong China Travel Service (Jiangmen) Travel Agency Co., Ltd., the Eastern Union Travel Agency Alliance in Dongguan, and the *** jointly promote the Yangtze River Water World Route. This year *** has signed cooperation agreements with 123 travel agencies. *** 73 travel agencies from 11 regions have organized groups to visit the park (excluding travel agencies organized by Hong Kong travel agencies through ground pick-up), accounting for 50% of the total number of travel agencies. 60. Travel agency areas include: Zhongshan, Jiangmen, Zhuhai, Shenzhen, Foshan, Guangzhou, Hong Kong, Dongguan, Yunfu, and Maoming. The cost of signing the advertising cooperation agreement is 553,226 yuan, and the actual total cost of advertising on the street is 276,404 yuan. Currently, 228,820 yuan has been used, and the remaining amount is 47,584 yuan.

4. Existing problems and suggestions

1. In terms of publicity, the effective concentration of resources needs to be strengthened

The publicity plan formulated before the opening of the park was relatively hasty. Negotiations between various advertising agencies take too much time. Although our advertising coverage is wide, there is also a phenomenon of publicity for the sake of publicity, ignoring the "effectiveness" of advertising. According to the purchase revenue of tourists in XX, Individual travelers, parent-child tours, self-driving tours, and self-guided tours account for 65% of the total. We will pay more attention to the "target customer groups" in every promotion and event to be targeted.

In terms of advertising input and output, the publicity effectiveness rate in Zhongshan is 305.06, and that in Guangzhou is 96.71. Shenzhen, Dongguan, Zhuhai, Foshan, and Shunde have not directly launched local media, but they have also produced benefits. Taking self-driving cars as an example, according to statistics, there are 662 self-driving cars in Shenzhen and 642 in Jiangmen. In addition to Zhongshan, the self-driving passenger source market should be targeted at the three regions of Guangzhou, Shenzhen, and Dongguan. According to a self-driving travel survey by Guangzhou Daily in XX, 70% of the self-driving passenger sources in the province come from these three regions. It can be seen that , the proportion of future advertising needs to be adjusted according to the target customer group.

2. In terms of market, the actual needs of customers still need to be discovered

Internally, the marketing department participated in formulating basic information such as price policies, park guides, and tourist instructions before the park opened, especially It was Liang Shuting who collected a large amount of theme park information for comparative analysis. The price strategy was the top priority. From the retail price we proposed at 80 yuan, it was later set to 90 yuan after discussion, and the opening discount price was 80 yuan. The psychological price of tourists has changed. In this year's implementation verification, some information can be finalized, such as project names and park tour guides. Some of the content is incomplete, mainly in services related to tourists, such as which specific department should complaints be directed to and how long it will take to handle them; in the future, Appropriate adjustments will be made based on the opinions raised by tourists.

Externally, local individual tourists accounted for the largest number of visitors this year, and the number of social groups entering the park was not ideal. The main reason was that the initial sales method was not accurate, and the purchasing behavior and travel time of social groups Due to insufficient understanding, the team sales plan implemented in September actually completed 1,296 people, accounting for 9.4% of the total number of admissions that month. In the student market, 211 people actually entered the park in September, which is far from the expected goal. The student market is a temporary market. For the start-up groups, we mainly inform the team of discount information in the form of leaflets, ignoring the focus of students. According to students' feedback, activities related to the students themselves will attract their attention.

The market distribution of travel agency teams is uneven. There are 9,400 people in Hong Kong. The three important tourist source areas of Guangzhou, Shenzhen and Dongguan need to be developed. The surrounding Shunde, Foshan, Zhuhai and Zhaoqing are the key tourist source areas for development. In the future, the marketing team of the marketing department will need to increase the number of contracted agencies on the one hand, and on the other hand develop a strategic cooperation travel agency in seven important cities in the Pearl River Delta. Both parties will jointly implement the marketing plan.

Continue to expand the business market. For example, in the cooperation agreement reached with the hotel in August this year, 203 tourists were sent out in one and a half months, with a direct economic benefit of 12,180 yuan. Future cooperation with hotels should be planned in advance. , sign agreements with Zhongshan star hotels and business hotels as soon as possible to obtain more business guest shares.

The cooperation with Zhongshan Property Company did not go smoothly. For example, the cooperation with Agile Property took too long to negotiate, resulting in Agile Property not actively promoting it to customers.

3. In terms of activities, clarify the purpose and consider the results

Before the opening of the park, there were 5 promotional roadshows, the second Zhongshan Book Fair on July 16, August 7, There were 12 events including the China Travel Service Hong Kong event on August 8 and the Chinese Valentine's Day Mask Carnival on August 16. "Among them, the Chinese Valentine's Day Carnival", "Car Baby Contest" and "College Student Tourism and Culture Festival" have all had a certain impact. The Chinese Valentine's Day Mask Carnival The number of people entering the park was 392. This event needs to be improved in all aspects from planning to division of labor to execution. For example, the event has problems such as insufficient planning time, insufficient publicity, and lack of good joint ventures and travel agencies. The preparations for both events were very hasty and the results were not obvious. As for our execution, the division of labor between various departments is unclear and communication is insufficient. Matters that require cooperation from various departments are not immediately sent to the heads of each department through formal procedures, resulting in unclear ready-made docking and causing inconvenience to customers. It’s such a great impression, we hope we won’t avoid the questions and reasons, so that we can improve our activities next year.

We need to improve on two points: 1. Plan in advance, clarify the main line of activities, and make corrections during the implementation process; 2. The activity is an operational project of the company as a whole, not completed by any department alone, each time A coordination meeting is held before the event, tasks are clearly assigned in the form of meeting minutes, and rewards and punishments are clearly defined during execution to ensure the integrity of the event, so that the scenic area activities can bring practical benefits to the market expansion.