2007 marketing layout

This report inaccuracy factors:

1       To the total amount of resources can be invested not clear. How many resources determines the strategies and methods of marketing planning and marketing activities of enterprises. Simple point says: how much money, how do. The marketing strategy, is a positive campaign or harassing warfare, guerrilla warfare depends on the strategic direction of enterprise and capital investment.

2       The mechanism is not clear. Large area is a regional marketing center, service and marketing center, the overlap on the function for marketing layout is very inaccurate effect.

 

Make the following assumptions on the above inaccurate elements:

The company marketing the total investment of not less than 2000000 yuan (calculated, according to 20 to carry out direct city each city average annual marketing investment 100000 yuan); marketing using the conventional new mechanism of early positive expansionThe financial enterprise marketing strategyWork with operation; marketing service as the center, large area only as a strategic execution unit and market changes reflect the antenna; Department of coordination among convenient, smooth, non barrier.

 

 

The basic premise:

1       The definition of "the automobile finance service marketing"

The automobile finance service marketing is on the basis of auto consumer loan demand as a starting point, through the analysis of market competitiveness, comparative, put forward marketing suggestion and scheme, to occupy the car loan market for the end of investigation, analysis, planning, implementation, feedback work. The automobile finance service marketing is a dynamic cycle. The particularity of very significant, it integrates the features of four field of automobile sales, finance, customer service and marketing in a body, is a cross edge more than a field marketing activities.

 

2       The definition of "financial enterprise marketing strategy"

The financial enterprise marketing strategy refers to the financial enterprise in a certain period of time, in the face of general specific market environment to make plan, is the micro expression of financial institutions management thought, is all business activities of enterprises the steering wheel.

 

3       The noun hierarchy from big to small:

Values (Corporate Culture) -- (customer brand cognitive) -- strategy (Management) -- strategy (method of direction) -- Planning (plan) -- Planning (program)

 

Outline:

1     2007 established the basic framework of marketing work significance

2     The functional departments of the marketing needs and feedback

3     The automobile finance service marketing agency operation mode (the strategy unit functions)

4     The automobile finance service marketing level point

5     The automobile finance service marketing mode:"Five in one" mode of marketing

6     Service department is required to implement the work

7     Marketing planning scheme for example

 

 

 

 

 

The text

 

1       2007 established the basic framework of marketing work significance

 

2007 is a special year, small to my company, the automobile financial industry, national economy. 2007 is my company's second five year plan of the first year; is China's entry into the WTO fifth years, the first year of the financial industry comprehensive opening, foreign financial firms entered the car market a year.

 

2006 marketing regions despite expansion work, but after all, not standardized work system, 07 years as a marketing for second years, is the key point to build the basic framework of work. My company set up aSustainable development, multi range expansionA very important marketing infrastructure, only the basic framework set has the opportunity to give full play to the role of marketing, to ensure the sustainable development of marketing and creative fresh activity.

 

Marketing platform to sustainable development, and should remainRelevance, integrityAndContinuity. Must not be an idea to do a marketing today, tomorrow is not the idea is not to do marketing, or totally unrelated ideas. Marketing must have the plan, have the overall long-term layout plan, do at least one year ahead of schedule. Let the marketing plans, easy to carry. Piecemeal fix fire marketing can only push us toward chaos, disorder and passive. A disadvantage would only push us to the competition. So we should build a comprehensive, system, scalable marketing framework, to ensure that we can roll out by the plan of marketing planning, and introduction of contingency plans in the very period.

 

2       The functional departments of the marketing needs and feedback

 

In 2007 the district work report, Southern China, East China referred to the marketing work of the lack of systematic and overall planning, North China and Northwest China considers the product development and marketing phase matching, North China and East China referred to establish brand, East and North China began to consider marketing evaluation and tracking test marketing. The northeast region is also in consideration of the overall planning, marketing channels.

 

Together, in the automobile finance marketing, mainly has the following situation: a lack of marketing planning and brand strategy, the lack of a unified concept and definite marketing focus on Marketing Act of one's own free will, the large area basically, marketing is the scatter of regional behavior. Marketing channels and marketing evaluation feedback is still in the early stage of.

 

3       The automobile finance marketing agency operation mode (the strategy unit functions)

Our company's current marketing strategy unit work involved from top to bottom includes three levels: Operation Service Department, district marketing department, a customer manager. Without changing the structure set, their marketing functions are as follows:

L       Service department:The company marketing strategyStrategy formulation and overall planning center, is the company's marketing headquarters. To convey the company brand positioning, marketing planning, competitive advantage, service standards to the market of each district department. Responsible for the establishment of a quarter of each yearThe automobile finance service marketingSpecific marketing strategy. In keeping with the marketing value, brand positioning, marketing consistent style, to establish regional market specific marketing plan. On the premise of horizontal coordination and smooth, service department should set up project manager, collaborative project group approved the sale of part of the car, truck, personal business personal business group, the formation of product innovation and R & D mechanism of multi sectoral coordination.

L       District Marketing Department: large area characteristic marketing plan execution and feedback information transmission. For each quarter and irregular marketing plan with cloth, searching information store and collect customer manager market effect and passed to the management department's responsibilities. At the same time, the network construction market (such as developing new markets, develop new dealers) and consumer loan customer marketing work with executive responsibility.

L       Manager: feedback marketing information collection and information feedback, market demand. The market situation of client manager contact line, so the supervision and the important role of feedback for the implementation of regional market marketing plan and execution of work. Customer manager for the market response and market effect of marketing planning scheme with feedback to the district marketing department duties; with timely feedback to the service department's responsibilities for the market demand and competitor dynamics, with the suggestions and countermeasures, can also direct feedback.

 

4       The automobile finance service marketing level point

From the specific situation I see,The automobile finance service marketingWork a few levels:

From the marketing object perspective including external marketing and internal marketing; external marketing category, from the business varieties including dealers on financial solutions marketing and terminal customers automobile consumption loan marketing; consumer credit marketing category, from the customer perspective including scattered sources to customer households, similar attribute of customers and the quality of the old customers. 5        The automobile finance service marketingMarketing mode: "five in one" mode of marketing.

The so-called "five in one" mode of marketing refers to: customer segmentation market as the premise, theDifferentiated marketingTheThe target market strategyThe scattered, to shop for new customers, similar attributes big customers, quality and old customers, dealers and sales company to put forward the marketing, marketing head shop door, deep marketing, incentive marketing, CO marketing five marketing patterns, the combined effect of five kinds of modes to maximize the unity of purpose and captured the market for innovative marketing mode.

 

Customer market segmentation	Marketing mode	Planning scheme
Scattered to shop for new customers	Store marketing	The first shop theme marketing scheme
Similar attributes customer	The door marketing, store marketing	A special package marketing scheme
High quality customers	Deep marketing	The old customer club membership scheme
The dealer sales consultant	Incentive marketing	"Credit champion" incentive scheme
Dealer management	The door marketing	Financial support for the overall solution
Sales of the company	Cooperative marketing	Brand depth cooperation programme

The plan too much detail, for example explains only at the end of the paper.

Note: the target market strategy refers to a corresponding method used in the subdivision market marketing and market object. Mainly in the following three types: marketing, differentiated marketing, marketing with no difference. No difference in marketing that is the target market have exactly the same properties, using a product competition market; differentiated marketing refers to the target market according to the division of property is divided into several parts, provide different products for each attribute of the customer, using a variety of product market competition all part of market concentration; marketing target market provides a targeted products, using a product competition market.

"Five one" marketing model is characterized by: market wide coverage, low cost, high input and output. The shortcoming is: for the slower brand value promotion effect, to enhance corporate visibility slower effect. If funds than this hypothesis more fully, can also use more impact and eye-catching way, such as the public media, planning activities, here is not tired syria.

 

6       Service department is required to implement the work

(1) collaborative decision-making formulationThe enterprise marketing strategy, a clear brand positioning. Determine the company's core marketing value, marketing ideas, marketing model, the brand value to unite the Department of market of region of.

(2) for business training and function training on the market of each district department, customer manager. (internal marketing)

(3) for early 2007 budget, selection of marketing strategy.

(4) research on competition in the market environment of each district, make targeted marketing plan. (external marketing)

(5) the evaluation system of marketing, marketing planning for market feedback information collected.

(6) according to the feedback and evaluation, marketing strategy

 

7       Marketing planning scheme for example

 

Warm the car loan theme store marketing plan

1       Different theme:

The "warm, warm, warm" as the 2006 autumn and winter promotion theme.

Theme interpretation: Principles for determining the theme is to do car loan does not mention the car loan, that loan is no longer the "interest, appear Shoufu" cold form, let the same loan has not the same feeling. With emotion, to "warm" winning, from the basic needs of customers mining theme. Based on the characteristic of northeast cold climate, seize people in a world of ice and snow feel helpless and psychological characteristics of the winter cold, physiological needs heating and accept the loan psychological reaction together. In order to have differences and humanistic care. Let the customer feel they expect to get warm and family like care in the cold winter. In addition, the "three temperature" as the theme can let the customer patience down, accept the loan in the comfortable, quiet, warm atmosphere.

2       The main slogan:

"Warm your heart, warmed your hand;

I pay the car car you drive away!" - from the FAW Finance Limited winter greetings.

3       The main image recognition (CI): heat Coffee

4       Color: warm colors

5       Propaganda forms: three fold, X support, pillows, towels, disposable gloves, water cups of hot water bag.

6       Division of work: regional manager of the unified deployment, macro coordination; the customer manager is responsible for its own jurisdiction 4S dealership work propaganda promotion; marketing specialist is responsible for the distribution of store sales training and marketing evaluation work, and other follow-up work.

7       The expected results to describe the scene:

The customer is the future plans to purchase a car, outside in the cold very cold just to warm by the way around the exhibition hall. As entering the hall, see the X display promotional materials in 1 seconds, not how to pay attention to. Sales clerk handed over a pocket bag of water, the hot water bag for 3 seconds, still not what feeling. With the customer to a Vios front, see the two mirrors are hung with a pair of furry gloves, curious. Sitting in the car, looked up and saw the car car hanging pages, eyeful finance company loans, see "28888, the Vios home" some Heartbeat. To the sales and asked for the loan officer, sales lead customers to the table, the table a small X display financial company, pour a cup of hot Coffee, paper cup "the FAW Finance Company Limited", sitting before a glance to see "warm chair cushion, car loan, love." Also want to ask what. The next sales and loan officer give warm gloves and a detailed description. Customer touch towel glove soft texture, feel the warm water bag, listening to the loan, for "warm winter" loan move the heart......

8       After marketing management:

Each client manager is not regularly visited the jurisdiction of 4S shops, similar to store forms, carry out just in time service can use inventory time. Store when communicating with sales, to ensure the normal arrangement and use of promotional materials, and collect the first hand data, to adjust marketing strategy. Hold a monthly brainstorm marketing ideas, collect new ideas.

9       Post evaluation index