Marketing department work log

Introduction: When a person really realizes, he gives up the pursuit of wealth in the external world and begins to pursue the real wealth in his inner world. I will introduce the template article of the marketing department's work log for you, and welcome you to read it for reference! Marketing Department Work Log Template

Since the establishment of the Yangtze River Water World Marketing Department in May, under the correct guidance of the company leaders and the full cooperation of all departments, 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 have been carried out. Although the marketing department personnel have been organized for a short time, members can still take the overall situation into consideration and actively participate in all the work of the department, especially in the tense stage before the opening of the park, and have no complaints about working overtime. The marketing department gives full play to everyone's specialty. From finding problems to solving problems and then summing up problems, all the staff are constantly exploring and forming an ideal team. Now I will report my work to the leaders of the company:

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

This year's business is greatly affected by the weather, with typhoon and rainy weather one after another. In the 84-day business hours, there are 37 days of typhoon and rainy days. As of October 7, the total number of people entering the park is * * * * * *. The number of group tourists from travel agencies increased from less than 7.24% in July to 24.28% in August and 35.62% in September. The number of group tourists in scenic spots increased significantly, which ensured the sustainability of group tourists' admission and improved the overall consumption level of scenic spots. The admission ratio was as follows: Hong Kong and Macao tourists accounted for 46%, Jiangmen accounted for 3%, Zhongshan accounted for 17%, and others (Shenzhen, Zhuhai and Foshan)

second, advertising: there are many kinds of advertisements, and the actual effects are different.

The publicity of the Yangtze River Water World has been carried out in 12 projects since the opening of the park. The publicity expenses in Zhongshan, Jiangmen and Guangzhou are * * * * * yuan, and the total number of self-driving cars is 15,31. The publicity effects received by various regions are different. At present, it can be intuitively evaluated by online advertisements. In terms of online advertising, the number of views is not high, but compared with the cost and the number of views, the cost performance of this Zhongshan travel network is still high. At the same time, however, the speed at which the network spreads negative news is also amazing. For example, a post on oncity about the conflict between employees and tourists in the Yangtze River Water World has been clicked more than 1, times in just 6 hours after being monitored by the marketing department, which requires us to pay more attention to the influence brought by the network in the future.

before and after the opening of the park, the media reported in soft articles respectively as Southern Metropolis Daily (5 issues), Information Times (2 issues), Zhongshan Daily (4 issues), Zhongshan Business Daily (4 issues), Yangcheng Metro Daily (1), Hong Kong Wen Wei Po (1), Ta Kung Pao (1), Macau Business Daily (1), Nanfang Daily (1) and China Tourism Daily (1). In addition, there are 2 video reports from Zhongshan Net.

third, market expansion: opening up the trans-regional market from point to area

The market expansion of the Yangtze River Water World is facing the old market corresponding to the new products. In the market expansion, we have adopted the methods of promoting publicity through activities and boosting popularity through preferential treatment, such as five promotional roadshows before the opening of the park from July 9 to July 12, the second Zhongshan Book Fair on July 16, and Hong Kong China Travel Service activities on August 7 and August 8.

Before the opening of the park, all the marketing staff participated in the roadshow promotion, especially the publicity of the township, which had a good effect. After our social team's understanding, they thought that the activities in the township were done in time, which left a deep impression on consumers. Some small gifts proposed by Wu Yiqiang of the marketing department were very popular among consumers. The interactive links designed in the roadshow activities increased the enthusiasm of consumers and enhanced the reputation of the Yangtze River Water World. The roadshow activities * * * sent out leaflets 2. The Zhongshan Book Fair distributed a total of 45, leaflets, and the number of people using this leaflet was 1,15, accounting for .256%.

The marketing department actively expanded the number of tourists on the Internet. Before the opening of the park, Liang Shuting and Lao Yumiao published the opening information of Water World through Baidu Know, Baidu Encyclopedia, Tencent Ask and oncity, and answered 2 questions from netizens online, corrected some information that was untrue by netizens in time, and concentrated the tourists' questions, and formulated standard garden guide, question-and-answer guide and self-driving route, which ensured the unity of publicity on the Internet. The construction of Water World official website, with the participation of the marketing department, has overcome the lack of experience in the actual operation of the network. Since the opening of the park, it has been running smoothly on the whole, and the information has been updated by special personnel, which has ensured that the company's announcements and activities will be released to the public at the first time. As of September 3, according to statistics, 113 tourists have placed orders online to buy tickets, with a direct economic benefit of 8,475 yuan.

before the opening of the park, the marketing staff participated in the press conference, the opening ceremony, the Hong Kong Travel Fair, the tourism promotion meeting in Zhongshan, Zhuhai and Jiangmen, and the third Zhongshan Book Fair. At the Hong Kong Tourism Fair, we overcame the situation of "no publicity materials, no actual price and no complete products" at that time, used ppt to explain to the travel agencies that came to consult, and strongly invited the heads of travel agencies to visit the Water World. In the following month, the marketing department received the visits of dozens of travel agencies, such as Hong Kong China Travel Service, Hong Kong Key, Kangtai, etc., took every visitor seriously, carefully answered the questions raised by the travel agencies, and arranged the tourism resources around the water world, such as catering, accommodation, entertainment and specialty products, into words and pictures for the reference of travel agencies.

The audience at the promotion site of the book fair activities responded enthusiastically, with 6 gifts, 16 coupons and 92 free experience coupons, with an estimated audience of more than 6, people. Through the activity, the public's impression of the water world has been initially improved, and with the success of the activity, the public has a better understanding of the products and services of the Yangtze River Water World, and gradually dispels the subjective idea that the products are "several times more expensive". According to statistics, there are 641 visitors who enter the park with leaflets (5 yuan discount can be obtained with leaflets).

after the opening of the park, there were Hong Kong China Travel Service, Tanabata Masked Carnival and College Students' Tourism and Culture Festival. The number of people who entered the park for the first time was 7, and the whole activity was completed according to the planning process. The significance of this activity allowed us to play an exemplary role in the future market development, and some of the programs have been used in other corporate activities, winning praise from customers.

After the opening of the park, Yue Jingjie, the sales supervisor, is responsible for the visits of travel agencies, including 9 travel agencies in Guangzhou, Dongguan, Jiangmen, Foshan and Shunde. These include eight travel agency alliances of Guangdong China Travel Service (Jiangmen) Travel Agency Co., Ltd., Donglian Travel Agency Alliance of Dongguan, and the joint promotion of the Yangtze River Water World Route. This year, * * * signed cooperation agreements with 123 travel agencies, and * * * 73 travel agencies from 11 regions organized tours to the park (excluding those from Hong Kong), accounting for 6% of the total number of travel agencies. The travel agencies' regions include Zhongshan, Jiangmen, Zhuhai, Shenzhen, Foshan, Guangzhou, Hong Kong, Dongguan, Yunfu and Maoming. The cost of signing an advertising cooperation agreement is 553,226 yuan, and the actual total cost of street advertising is 276,44 yuan. At present, 228,82 yuan has been used, and the remaining amount is 47,584 yuan.

IV. Existing problems and suggestions

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

The publicity plan made before the opening of the park was rushed, and there was too much time to negotiate with various advertising agencies. Although our advertising coverage was wide, there was also a phenomenon of publicity for publicity, ignoring the "effectiveness" of advertising. According to the purchase of tourists in XX years, individual customers and individuals were not satisfied.

judging from the input and output of advertisements, the publicity benefit rate in Zhongshan is 35.6%, and that in Guangzhou is 96.71%. Shenzhen, Dongguan, Zhuhai, Foshan and Shunde have not directly put in local media, but they have also produced benefits. Taking self-driving as an example, according to statistics, there are 662 self-driving vehicles in Shenzhen and 642 in Jiangmen. In addition to Zhongshan, the self-driving tourist market should be locked in Guangzhou, Shenzhen and Dongguan. According to the self-driving travel survey of Guangzhou Daily in XX, 7% of the self-driving tourists in the province come from these three regions. It can be seen that the proportion of advertising in the future needs to be adjusted according to the target customer groups.

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

Internally, the marketing department participated in the formulation of basic information such as price policy, garden guide, tourist information, etc. before the opening of the park. In particular, Liang Shuting collected a large number of theme park materials for comparative analysis, and the price strategy was the most important. From the store price we worked out to the store price of 9 yuan after discussion, the preferential opening price was 8. The psychological price of tourists has been verified by this year's implementation. Some materials can be finalized, such as the name of the project and the guide to the garden, and some contents are not perfect, mainly in the services related to tourists, such as which department to call and how long it will take to handle the complaints; In the future, appropriate adjustments will be made according to the opinions put forward by tourists.

Externally, local individual travelers accounted for the largest number of people entering the park this year, and the number of social teams entering the park was not ideal, mainly because they didn't find accurate methods at the time of initial sales and didn't fully understand the purchasing behavior and travel time of social teams. The team sales plan implemented in September actually completed 1,296 people, accounting for 9.4% of the total number of people entering the park that month. In September, 211 students actually entered the park, which is far from the expected goal. As a temporary group, the student market mainly informs the team of preferential information in the form of leaflets, ignoring the key points of students' concern. According to students' feedback, there must be activities related to students themselves to attract their attention.

The travel agency team market is unevenly distributed. There are 9,4 people in Hong Kong. Guangzhou, Shenzhen and Dongguan are three important tourist destinations to be developed, and Shunde, Foshan, Zhuhai and Zhaoqing are the key tourist destinations to be developed. In the future, the team marketing of the marketing department needs to increase the number of contracted agencies on the one hand, and develop a strategic cooperation travel agency in seven important cities in the Pearl River Delta on the other hand. Both parties will implement marketing plans together.

continue to expand the business market, such as the cooperation agreement reached with hotels in August this year, which sent 23 tourists in a month and a half, with a direct economic benefit of 12,18 yuan. In the future, we should make plans in advance for hotel cooperation and sign agreements with Zhongshan star hotels and business hotels as soon as possible to gain more business guests.

The cooperation with Zhongshan Property Company was not smooth. For example, Agile Property did not actively introduce it to customers because of the long negotiation time.

3. In terms of activities, the purpose is clear, and the results are considered.

Before the opening of the park, there were 5 promotional roadshows, the 2nd Zhongshan Book Fair on July 16th, the Hong Kong China Travel Service activities on August 7th and 8th, and the Tanabata Masquerade Carnival on August 16th, among which "Tanabata Carnival", "Car Baby Competition" and "College Students Tourism Culture Festival" all had certain influences. There are 392 people entering the Tanabata Masquerade Carnival. This activity needs to be improved from planning to division of labor to implementation. For example, there are problems such as insufficient planning time, insufficient publicity, and lack of good joint ventures and travel agencies. The preparations for the two activities were very hasty and the effect was not obvious. In terms of our implementation, the division of labor between departments is unclear, communication is insufficient, and matters that need cooperation from various departments are not immediately distributed to the heads of various departments from the formal process, resulting in unclear ready-made docking, which has caused a bad impression on customers. We hope that we will not avoid the problems and reasons, so that next year's activities will be more perfect.

We need to improve two points: 1. Plan ahead, make clear the main line of activities, and make corrections during implementation; 2. The activity is an operation project of the company as a whole, which is not completed by any department alone. Before each activity, a coordination meeting is held, and tasks are clearly assigned in the form of meeting minutes, so that rewards and punishments are clearly defined, the integrity of the activity is guaranteed, and the activities in scenic spots can effectively bring practical benefits to the market expansion.