Marketing department work log

Lead: When a person really realizes, he gives up the pursuit of wealth in the external world and begins to pursue real wealth in the inner world. Let me introduce you to the template article of the work log of the marketing department, and welcome you to read it for reference!

Since its establishment in May, the Yangtze River Water World Marketing Department has 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 under the correct guidance of the company leaders and the full cooperation of all departments. Although the organization time of marketing personnel is short, all the staff can actively participate in the work of the department from the overall situation, especially in the tense stage before the opening of the park. There is no complaint about working overtime, and the marketing department gives full play to everyone's strengths, from finding problems to solving them. Now report to the company leader:

1. Benefit analysis: Overcoming disadvantages and achieving initial results in team building.

This year's business is greatly affected by the weather, with typhoons and rainy weather one after another. During the 84-day business hours, 37 days were typhoons and rainy days. By June 7th 10, the total number of visitors to the park was * * *, the revenue was * * * * yuan, and the group tourists of 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 the scenic spot has increased greatly, which ensures the sustainability of group tourists' admission and improves the overall consumption level of the scenic spot. The admission ratio is as follows: Hong Kong and Macao tourists account for 46%, Jiangmen accounts for 30%, Zhongshan accounts for 17%, and others (Shenzhen

Second, advertising: a variety of delivery, the actual effect is uneven.

The publicity of the Yangtze River Water World began with the 12 project before the opening of the park. The publicity expenses of Zhongshan, Jiangmen and Guangzhou are RMB * * *, and the total number of self-driving cars 1. The publicity effects received by different regions are different. At present, the promotion of online advertisements and coupons can be evaluated intuitively, for example. 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. But at the same time, the speed of spreading negative news on the Internet is also amazing. For example, a post on oncity about the conflict between employees and tourists in the Yangtze River Water World was clicked more than 10,000 times in just six 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 soft media reports were Southern Metropolis Daily (5 issues), Information Times (2 issues), Zhongshan Daily (4 issues), Zhongshan Business Daily (4 issues), Yangcheng Metropolis Daily (1), Hong Kong Evening News (1), and In addition, Zhongshan.com has two video reports.

Third, market expansion: explore cross-regional markets from point to area.

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

Before the opening of the park, all the marketing staff participated in the roadshow promotion, especially in towns and villages, and the effect was very good. After understanding it, our social team thought that the activities of villages and towns were done in time, which left a deep impression on consumers. Some small gifts put forward by Wu Yiqiang in the marketing department are very popular with consumers. The interactive links designed in the roadshow activities have increased the enthusiasm of consumers and enhanced the reputation of the Yangtze River Water World. The roadshow sent 25,000 leaflets. A total of 450,000 leaflets were distributed at Zhongshan Book Fair, and the number of people who used this leaflet was 1 150, accounting for 0.256%.

The marketing department actively expands online customers. Before the opening of the park, Liang Helao released the opening information of Water World through Baidu Know, Baidu Encyclopedia, Tencent Ask and oncity, and answered 200 questions from netizens online, corrected some wrong answers from netizens in time, concentrated on sorting out tourists' questions, and formulated standard garden guide, question and answer guide and self-driving route, which ensured the unity of online publicity. The construction of Water World official website, with the participation of the marketing department, has overcome the shortage of actual network operation experience. Since the opening of the park, the overall operation has been stable, and the information has been updated by special personnel, ensuring that the company's announcements and activities are released to the public at the first time. As of September 30th, according to statistics, 1 13 tourists have ordered tickets online, with a direct economic benefit of 8475 yuan.

Before the opening of the park, the marketing staff attended the press conference, the opening ceremony, the Hong Kong Travel Expo, the tourism promotion conferences 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, and explained to the travel agencies who came to consult with ppt, and strongly invited the heads of travel agencies to visit the water world on the spot. In the following month, the marketing department received dozens of visits from China Travel Service, Hong Kong Key, Kangtai and other travel agencies, treated every tourist seriously, answered the questions raised by travel agencies seriously, and arranged the tourism resources around the water world, such as catering, accommodation, entertainment and specialties, into words and pictures for travel agencies' reference.

The audience at the promotion site of the book fair was very enthusiastic, with 600 gifts, 0 coupons 10, 60 coupons 160 and 92 free experience coupons. It is estimated that the audience will exceed 60,000. Through the activity, the public's impression of the water world has been initially improved. With the success of the activity, the public has a further 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, 64 1 tourists enter the park with leaflets (they can get preferential treatment in 5 yuan with leaflets).

After the opening of the park, there are Hong Kong China Travel Service, Tanabata Masquerade Carnival and College Students Tourism and Culture Festival. The number of people entering the park for the first time was 700, and the whole activity was completed according to the planning process. The significance of this activity has made us play an exemplary role in the future market development, and some of the schemes have been used in other enterprise activities and won the praise of customers.

After the opening of the park, sales director Yue Jingjie was responsible for the visits of nine 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., Dongguan Donglian Travel Agency Alliance, and the joint promotion of the Yangtze River Water World Line. This year * * * signed cooperation agreements with 123 travel agencies, and * * * organized 73 travel agencies in 1 1 regions (excluding Hong Kong) to visit the park, accounting for 60% of the total number of travel agencies. Travel agencies 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 276,404 yuan. At present, 228,820 yuan has been used and the remaining amount is 47,584 yuan.

Four. Existing problems and suggestions

1. In terms of publicity, it is necessary to strengthen the effective concentration of resources.

The publicity plan made before the opening of the park is relatively hasty, and there is too much time to negotiate with various advertising agencies. Although our advertisements cover a wide range, there is also a phenomenon of publicity for publicity, which ignores the "effectiveness" of advertisements. Judging from the tourists' purchases in XX years, individual tourists, parent-child tours, go on road trip tours and self-help tours account for 65% of the total purchases. We will pay more attention to "publicity" in every publicity and activity.

Judging from the input and output of advertisements, the publicity benefit rate of Zhongshan is 305.06%, and that of Guangzhou is 96.7 1%. Shenzhen, Dongguan, Zhuhai, Foshan and Shunde did not directly put in local media, but they also produced benefits. Take self-driving as an example. According to statistics, there are 662 self-driving vehicles in Shenzhen and 642 in Jiangmen. Besides Zhongshan, go on road trip tourist market should be locked in Guangzhou, Shenzhen and Dongguan. According to a survey conducted by Guangzhou Daily in go on road trip, 70% of go on road trip 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 group.

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

Internally, the marketing department participates in the formulation of basic information such as price policy, garden guide and tourists' instructions before the opening of the park. In particular, Liang collected a large number of theme park materials for comparative analysis, among which price strategy is the most important. From the store price calculated by us in 80 yuan to the opening price of 90 yuan after discussion, the psychological price of tourists is 80. After this year's implementation verification, some materials can be finalized, such as project name, garden guide, etc., and some contents are not. In the future, appropriate adjustments will be made according to the opinions put forward by tourists.

Externally, the number of local individuals entering the park this year is the largest, and the number of social teams entering the park is not ideal, mainly because they did not find the right method in the initial sales and did not fully understand the purchasing behavior and travel time of social teams. The team sales plan implemented in September was actually completed 1296 people, accounting for 9.4% of the total number of people entering the park that month; The student market actually entered the park in September by 2 1 1 person, which was 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 that students care about. According to students' feedback, there must be activities related to students themselves to attract their attention.

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

Continue to expand the business market, such as reaching a cooperation agreement with the hotel in August this year, sending 203 tourists within one and a half months, with direct economic benefits 12 180 yuan. In the future, hotel cooperation should be planned in advance, and agreements should be signed with star hotels and business hotels in Zhongshan as soon as possible to win more business guests.

The cooperation with Zhongshan Property Company is not smooth. For example, Agile Property did not take the initiative to promote to customers because of the long negotiation time.

3, activities, clear purpose, consider the results.

Before the opening of the park, there were five promotional roadshows, the second Zhongshan Book Fair in July 16, China Travel Service in Hong Kong on August 7 and 8, and the Tanabata masquerade on August 16, among which Tanabata Carnival, Car Baby Competition and College Students Tourism Culture Festival all had certain influences. This activity needs to be improved from planning to division of labor to implementation, such as insufficient planning time, insufficient publicity, and no good joint venture and travel agency. The preparations for the two activities were hasty and the effect was not obvious. In our implementation, the division of labor between departments is not clear, communication is not sufficient, and matters that need the cooperation of various departments are not immediately assigned to the heads of various departments from the formal process, resulting in unclear ready-made docking and a bad impression on customers. I hope that we will not avoid the problems and reasons and make next year's activities more perfect.

We need to improve two points: 1, plan ahead, define the main line of activities, and make corrections during implementation; 2. The activity is the overall operation project of the company, not completed by any department alone. Hold a coordination meeting before each activity, clearly assign tasks in the form of meeting minutes, make rewards and punishments clear, ensure the integrity of the activity, and scenic activities can effectively bring practical benefits to market expansion.