Summary of the work of propaganda department of shopping mall

The information explosion in today's society is dazzling, and how to stand out and be loved by guests is the focus of the propaganda department. The following is a summary of the work of the propaganda department of the shopping mall that I brought to you, for reference only. Welcome to read it.

Summary of the work of the propaganda department of the shopping mall Looking back on the past propaganda work, I have too many feelings about the shopping mall as a propagandist, because we have gone through an extraordinary course together, and we have worked hard to create our life path and brought me more experiences and experiences.

In the past six months, I really felt a lot when I saw our customers from scratch, the opening and closing of the exhibition hall, and the entry and exit of the brand. Looking back on the publicity work in the past six months, I have the following conclusions:

First, the propaganda work needs more efforts and innovation.

1. Publicity and investment promotion need to be persisted. The law of the entry and exit of shopping mall brands is uncertain, and the achievements made in a short time can not fundamentally explain anything. Therefore, the promotion of attracting investment is not a one-off event. For me, I need a lot of patience and perseverance, and I need to constantly sum up my own propaganda experience.

2. Publicity and investment promotion need continuous learning. Propaganda personnel must be familiar with the relevant theoretical knowledge of propaganda and investment attraction, and must make a breakthrough in the original knowledge to improve their own quality. By learning all kinds of knowledge, they can broaden their horizons, increase the feasibility of practical work and improve their comprehensive quality.

3. Publicity and investment promotion need continuous improvement and innovation, and constantly broaden development channels. Problems in the preliminary work of brand entry should be solved in time, and mistakes caused by imperfect regulations of this department should be found and corrected in time. As a window for attracting investment, shopping malls need to publicize their advantages, display their image and improve their popularity from different channels.

The second is to further increase publicity and investment promotion efforts and improve the venue rental rate.

1.20 16 brand change analysis: the vacancy rate was 4% in May, 3.2% in June, 7.7% in July, 5.9% in August, 5.6% in September and 5% in June./kloc-0 10.5% in February, it is not difficult to see that the brand churn rate doubled in May and June due to the influence of * * *, and doubled in June due to the overall market competition.

2. By the end of 20xx, the overall rental situation of shopping malls is as follows (table below):

At present, competitors' shopping malls have moved into * * (local) one after another, and the competition among competitors will inevitably bring more intense competition. Judging from the current situation, senior dealers in the whole industry will compare all aspects from the previous single choice to various channels next year, so as to analyze the advantages and disadvantages of various market conditions more clearly. Therefore, our shopping mall must enhance its advantages in all directions. As long as one aspect is unsatisfactory, then we have no absolute advantage, and customers have the choice and the reason to abandon us.

The past 20xx years have passed, and our store's achievements in publicity and investment promotion are relatively average. Compared with the middle of the year, the overall occupancy rate of stores has not been substantially improved. As a publicity and investment promotion department, all aspects need to be greatly improved. While adhering to the store promotion and investment promotion policy and improving the service level, we need to work harder to ensure that the store rental rate will increase steadily in next year's competition and improve the overall strength of the promotion and investment promotion department.

Zhang Jisheng, general manager of Wu Shangjian 'er Mall, made a breakthrough in 20xx, focusing on the business strategy of "differentiating management, enhancing brand connotation" and "building enterprise execution".

First, the business performance has risen steadily, with sales exceeding 100 million. Actual sales reached 130% of the annual assessment plan, with a year-on-year increase of 15%, and net profit increased by 38 1%. Established Wu Shang Kenji's leading position in Qingshan regional market. The business adjustment effect is outstanding. In the whole year, 104 channels were added and 123 brands were eliminated, with an adjustment rate of over 70%. All seven categories in the audience achieved an increase of more than 20%, and the highest and lowest starting points increased by 26% and 13% respectively compared with last year. Grasp two projects with both hands. In the projects of "building 20 million brands" and "introducing 10 mature brands", 2/kloc-0 brands have achieved sales of over one million, and the overall sales increased by 36% year-on-year, accounting for 27% of the total sales. Plan to expand sales and increase profits first. Break through convention, integrate resources, grasp hot spots, carry out personalized marketing activities, and always maintain regional leading edge in marketing activities.

Second, the service system has been continuously improved and the on-site management has achieved remarkable results. In xx, athletes pay close attention to on-site management, fully implement the "family service" system, and carry out a big discussion on "service awareness" among front-line employees. The hardware facilities of the shopping mall have been comprehensively maintained and rectified, which has made the image of the shopping mall look brand-new.

Third, the concept of "implementation" is deeply rooted in the hearts of the people, and human resources continue to tap the potential. The guiding ideology of "building enterprise execution" runs through the training work throughout the year. A total of more than 900 class hours and 10000 person-times of all kinds of training were carried out, which really fulfilled the work requirements of creating learning organizations and cultivating knowledge-based talents. Two large-scale job rotations were carried out, involving 37 job changes, which formed a strong response among employees. Great achievements have been made in Xx years, but there are also the following six problems that restrict the development of enterprises:

Question 1: The disharmony between management structure and development goals is still obvious.

Question 2: There is a contradiction between the predictability of market form and the implementation of specific commercial measures.

Problem 3: The singleness and irreplaceability of promotion forms restrict the development of marketing work. Question 4: The gap between daily sales and hot sales has not narrowed, but has a tendency to expand.

Question 5: The supply and structure of seasonal commodities have not changed. Question 6: Although xx has changed the integration of supplier channels, the effect is not obvious. In 20xx, the business competition in the surrounding areas of Castle Peak will become more and more fierce. In the face of unemployment in the past and being chased by Castle Peak Department Store, we will focus on the following aspects:

First, grasp the Spring Festival market, ensure a good start, swear to win the annual target, take the Spring Festival marketing work as the guide, fully implement the peak season market management strategy, and ensure the good start of1-February and the smooth realization of the annual business target.

Second, accurately grasp the market positioning, implement differentiated management, slightly improve the management level, and implement overall dislocation with Shang Qing, Xu Dong and Xiaomao to build a regional fashion department store. Especially in the regional market to achieve the exclusive operation of mainstream brands.

Third, set up a commodity department, separate purchase and sale, and intensify publicity and investment adjustment. Through the improvement of organizational structure, it provides a strong soft environment for speeding up the adjustment progress, which makes the adjustment work move forward step by step, thus achieving the classic management mode of regional department stores.

Fourth, taking the transformation and operation of the fourth floor as an opportunity, fully integrating the resources in the venue to become stronger and bigger is the first priority of enterprise management. The primary task is to develop and expand the business area and content of the fourth floor in xx, further enhance the commercial function of the shopping mall and develop new economic growth points.

Five, pay close attention to millions of brands, give full play to the "28" effect. It is necessary to comprehensively integrate publicity, investment promotion, decoration, marketing, personnel and assessment, improve the success rate and survival rate of millions of brands, and let the existing millions of brands play a leading role.

Intransitive verbs pay close attention to channel optimization and reduce the constraints of weak suppliers on business. Choose powerful brands and suppliers in channel integration, eliminate or select some suppliers who are not manufacturers or first-class agents, and strive for more policies in marketing, price, supply and return.

Seven, scientific analysis, strive to break through, fully implement the family marketing xx years of marketing work to break through the relatively single promotion model, strengthen emotional marketing. Through publicity, exhibition and service, the packaging will glow with new vitality and fashion, thus attracting customers and promoting sales.

Eight, implement the staff quality project, realize the strategic transformation of talent development in 20xx, increase the training and reserve of enterprise talents, and implement the "five ones" training project. At the same time, strengthen the implementation of the enterprise system, further standardize the work behavior of all employees, and form a good working atmosphere of xx and standardization.

Publicity and investment promotion is an important task to be faced after the establishment of shopping malls. Publicity and investment promotion personnel must first have good psychological quality and professional knowledge. Learn more about the shopping mall. In the process of attracting investment, you may encounter many unprepared problems, so be flexible and put the interests of customers first. Publicity and investment promotion aim at win-win cooperation. If one of them has no interest, he will not decide to invest. Only when both sides have interests can negotiations be possible.

In the process of publicity and investment negotiation, we should have full confidence and speak with confidence. If customers ask questions, we should patiently explain their questions in detail, analyze the consumer groups in the local market and the current market share, as well as the advantages and prospects of our store, so as to establish confidence in our store. Try not to argue with customers head-on, and try to win customers' approval with flexible statements. Some customers will come to the mall for on-the-spot investigation, patiently communicate with customers and guide them, so that customers can clearly know how much benefits he will bring by investing in our mall.

In the process of negotiation, observe each other's reaction and fully understand each other's psychological needs. Don't give him too many choices at once, just provide him with several different places or different areas according to his needs, so that he can choose between several. Several customers are interested in letting the other party know the position they have chosen at the right time. More let him determine the correctness of his choice.

An important job in the preparation for the opening of shopping malls is to attract investment, but it is by no means just to attract investment. Publicity and investment promotion are only an important part of the preparation for opening. In the process of preparing for the opening of shopping malls, as important as V's investment promotion work are market positioning, business planning, organizational construction, system construction, workflow design, employee recruitment and training, beautiful space environment, secondary business management, information system construction, corporate culture construction, corporate image promotion, marketing plan formulation, competitive strategy formulation and so on. We can imagine, if there is no clear business positioning, market positioning, product positioning, customer orientation, what goods do we know to recruit? What brand of goods are you looking for? What is the proportion structure of each category and variety? If there is no scientific store planning and reasonable product layout in the shopping mall, where are the brands and products we recruit? What is the relationship between varieties and brands in different floors and regions? Let's think again: Without modern business management system, system and process design, how can we ensure the success of publicity and investment promotion, marketing, management, operation and service? Also, even if the promotion and investment promotion are completed, how can the store be beautified? How to decorate the counter? How to display goods? Do you need training from grassroots salespeople to middle and senior management cadres? Is it necessary to formulate and implement the opening ceremony plan and promotion plan? ..... and so on, such a problem is not just a matter of publicity and investment promotion!

Therefore, we say that the preparation for the opening of shopping malls is a systematic project, which must be comprehensively considered, designed, implemented and guaranteed. Therefore, to ensure the successful publicity, investment promotion and opening of a shopping mall, we must do the following:

First, conduct sufficient market research, accurate market positioning and reasonable store layout;

Second, establish modern enterprise organization system, management system, system and process system;

Third, establish a management team and grass-roots employees with modern management consciousness, service consciousness, well-trained and clear positions;

4. Successfully recruited a number of brands and commodities that conform to business orientation, market orientation and customer orientation;

5. Strictly carry out the design, decoration and commodity display of brand counters, create a rich modern atmosphere of the store, and beautify the internal space environment of the store and the commercial environment of the mall;

6. Establish a set of commercial POS and MIS systems suitable for modern business management, modern business marketing and modern business services;

Seven, the establishment of modern business culture system, marketing system, formulate a series of marketing promotion strategy and opening promotion plan.

Only in this way can we truly realize the success of the promotion and opening of shopping malls, and can we truly ensure the future operation, management and service of shopping malls.

Summary of the work of the propaganda department of shopping malls II. At present, with the joint efforts of colleagues and leaders, the work of the department has made great progress than that of 20XX. It is mainly manifested in the determination of brand VI, the design ability basically meets the graphic design requirements of the terminal, the number of terminal window promotion shows an upward trend in three quarters, and activities and meetings can be better planned and executed.

Although there is a breakthrough in the work, the focus of the department is scattered, the staffing can not meet the needs of the normal operation of the department, and there are differences between brand management thinking and terminal thinking, which are all important reasons that hinder the development of the brand promotion department.

In the aspect of personnel management, the two designers were guided and trained in skills and mentality, and their skills were improved. Work mentality has always been good. 20XX, a new employee in May, is in the stage of integrating into the company culture and needs further training.

Problems encountered:

I. Management:

1, with many projects and unclear tasks.

Without strategic planning, there are many temporary projects every month, and the assignment of tasks and posts is unclear and mismatched, which leads to the decline of overall work efficiency. Some projects can't be completed by the department, and they reluctantly accept the task, resulting in either abortion or failure to meet the requirements, which seriously consumes the time and energy of the department.

2. Heavy workload.

On average, there are more than 200 single advertising designs, more than 20 non-standard designs and temporary assigned projects every month. The planning and implementation of the meeting far exceeded the workload of the previous three people. The backlog of work has become the norm, the complaints of agents have been constantly urged by superiors, and the work energy of the three people has been exhausted. Although a planner has been added in the past three or four months, it still cannot reduce the backlog.

3, one person uses more.

It is indeed a blessing for a department that a person can play several roles at the same time, which requires this person to have considerable strength and talent.

Complete many different tasks. On the contrary, not only can not complete the task, but it will make the task fail, the team confidence will be hit hard, and the enthusiasm of the members is not high.

B. business:

1, the principle of strong brand management.

Agents don't want to be controlled, they want to advertise according to their own ideas, which conflicts with brand management.

It is difficult to push the window open.

The terminal requires low-cost window production, which is generally acceptable in 500 yuan. This cost range is very difficult for our window design. The effectiveness and innovation of window display are closely related to the use of funds and new materials.

3. The advertising design time cannot meet the time requirements of the terminal.

The design time required by general agents is "immediate need". At present, it is difficult for all departments to meet the "just need" one by one, which leads to complaints from agents and dissatisfaction from regional managers.

Suggested solution:

1, according to the operation plan, rationally allocate posts, hire talents, optimize the allocation of posts, improve departmental efficiency and solve the backlog problem.

2, we must immediately establish a corporate culture, let employees have a vision, dreams, promote employees' self-potential, improve work efficiency, and develop healthily in the enterprise.

3. Formulate and implement an effective brand management system, and some advertising designs are limited to agents. While reducing the workload of communication links and departments, it is more effective to conduct remote brand management and supervision.

4. Do things correctly, formulate a more reasonable workflow, reduce inefficient communication links, and prevent selfish departmentalism from breeding communication emotions.

5. Increase local advertising investment, enhance brand awareness, and help agents expand and operate their business with practical actions.

6. Make full use of the B2C platform online, establish a brand mall, radiate brand awareness, and use the brand terminals of department stores offline to spread brand reputation.

Summary of the work of propaganda department of shopping mall. Brand promotion performance

1. In terms of advertising, we have chosen the appropriate media for advertising in strict accordance with the company's VI standard and the publicity budget plan, which has effectively enhanced the brand reputation and popularity of Taiping Life in Guangdong, greatly increased the marketing efforts of various sales channels, and inspired the morale of many marketers.

(1) Set up long-term big-name advertisements and neon advertisements at Beijing Road and Dongshankou in Guangzhou's prosperous business district respectively, and establish the brand image of Taiping Life in the form of landmark outdoor advertisements. The two brands have their own emphasis: neon advertising is the main factor, the company's brand image is put on all the year round, supplemented by Beijing Road brand, and the screen is changed in stages to cooperate with product promotion.

(2) Dare to innovate and try new forms of advertising media. In June this year 165438+ 10, we cooperated with the media of Bus magazine to put rolling advertisements of bus seats on several routes for free, and showed the company's image to the public from the perspectives of company introduction, company strength, "new products in the future" and life insurance. Novel, high-quality, multi-screen advertising forms have attracted the attention of the audience and achieved good publicity results, which have been affirmed by employees inside and outside the company.

2. In terms of public relations activities, establish stable and friendly relations with major media in Guangzhou, and strive to expose and promote the company brand in time; Work closely with each line, participate in organizing activities, and provide strong help for channel sales; Undertaking large-scale public relations activities and establishing brand image.

(1) Improve the mature media resource network, and thank the media of several major festivals for keeping in touch. Keep publishing several news articles to the media inside and outside the industry quickly every month and follow up the feedback. For example, news such as "Opening of Taiping Assets", "Taiping Life Insurance Premium Breaks 65.438+00 Billion" and "Fifth Anniversary of Opening of Guangdong Branch" were published in Guangzhou Daily, Yangcheng Evening News and New Express successively, which ensured the effectiveness of news propaganda.

(2) Cooperate closely with each line and participate in the planning and implementation of customer activities. For example, the customer service festival series in April this year, the "Taiping Baby Selection" through the bank insurance channel in June, and the "Caring Meeting" through the individual insurance channel in August have aroused widespread concern and influence from the society and customers.

(3) In the fourth quarter, in order to cooperate with the company's image promotion and the famous car team of the head office to participate in the publicity of "AGF Asian Geely Equation" in Zhuhai Station, the brand charm of Taiping Life was displayed in various media such as TV and newspapers in Guangzhou and Zhuhai.

3. In terms of system establishment and team management, improve various rules and regulations related to brand promotion, improve the brand promotion staff of the branch, and complete the brand promotion work of the branch in a standardized, efficient and organized manner.

(1) In May this year, the Regulations on Brand Promotion Management of Taiping Life Insurance Guangdong Branch (Provisional) was formulated and issued, which stipulated the job responsibilities and reward and punishment methods of all propagandists in the branch and the central branch, especially sorted out and standardized the four workflows of VI standard application approval, media interview processing and advertisement release, which effectively guided the work of all propagandists and made the team more professional and standardized.

(2) Launch the "News Publicity 2 1 1" activity plan, quantify the job requirements of all kinds of propagandists, effectively improve the quality of news publicity work in the branch, create a "one of the best" positive news environment inside the branch, create a positive news opinion suitable for the company's business development and brand image outside, expand the team of correspondents, and attract many internal and external employees to actively participate.

4. Guangdong Taiping, an internal magazine of the branch, was launched to provide company information to employees inside and outside the branch in various ways, providing a platform for employees to show themselves, which is conducive to the communication and implementation of the branch's spiritual management, greatly enhancing the team cohesion of the branch and becoming another powerful propaganda tool besides the branch's network propaganda platform.

5. Based on the characteristics of our customer service, in the "20XX-20XX China Best Customer Service Award" announced on March 4, 2008, Guangdong Branch was selected as the top 30 Best Customer Service Awards in China through various advertising and public relations activities. On February 25th, 65438, Guangdong Branch won the honor of "Best Customer Service Brand" in the "Most Credible Insurance Brand" selection activity sponsored by Guangdong mainstream media.

2. Where is the brand promotion work and how to improve it.

1. Correspondent team construction and personnel quality.

(1) Contacts have been set up from all branches and related departments to all departments of the central branch, so as to be more timely and accurate.

Grasp the information and report the unit dynamics. However, there is no correspondent in the marketing service department, and the collection of reporting information is not timely enough, and many good news points are missed. Therefore, a correspondent will be set up in the marketing service department to be responsible for news dissemination, clarify the personnel and work requirements, and make the propaganda work penetrate to the most basic level.

(2) The quality of news articles and news pictures determines the value of press releases. Some manuscripts and news pictures are not of high quality, so it is necessary.

Repeated modification and retouching of the map increases the workload of propagandists and reduces the work efficiency. In order to improve the correspondent's news writing and photography level, it is planned to hold a writing and photography training every year.

(3) Guangdong Taiping, the internal publication of the branch, can expand the space for employees to show themselves, which cannot be fully reflected by the existing correspondents alone.

Now all members of the club are personable. It is suggested that some funds should be allocated to reward company activists (non-correspondents), encourage branch employees to participate in news or other writing, and form an atmosphere of full attention and action within the branch.

Specifications and applications

There are many lines and departments that need to use company logo and company introduction. In the process of VI application review, some units failed to submit it to propagandists at all levels for review according to VI standard application process. Therefore, it is suggested to strengthen control from two aspects to avoid application errors: on the one hand, to carry out VI knowledge training for all staff and popularize VI basic application, especially to set up VI basic knowledge theme courses in the regular training courses for newcomers every year; On the other hand, VI error notification will be launched on the Internet, and units that fail to pass the audit, misuse the company logo, and make false real-life pictures will be hung on the Internet, so as to strengthen the attention of all units to VI control.

3. The implementation of the publicity expenses of the central branch.

The propagandists of some central branch companies have not tracked the use of publicity expenses in real time, so they can't really grasp the implementation of the current expenses and the remaining expenses, so they are not clear enough when making the advertising plan for the next stage.

It is suggested that the propagandists of each central branch establish an implementation list of publicity expenses, including information such as total publicity budget, projects and total project amounts, payment for each project, and remaining publicity expenses. , and report to branches quarterly, so that branches and central sub-branches can clearly understand the implementation of their respective publicity expenses and provide a basis for formulating the publicity plan for the next stage.