市场部工作总结及工作计划.ppt

市场,部,2015,年工作总结及,2016,年工作计划,市场部：牛犇,2016,年,1,月,5,日,目录,201,5,年,1-12,月数据分析（展厅数据、竞品数据）,1,201,5,年,1-12,月网络数据、微信数据,2,201,5,年,1-12,月广宣投放、活动汇总、费用明细,3,2015,年总结和,2016,年工作计划,4,201,5,年,1-12,月数据分析（展厅数据、竞品数据）,1,201,5,年,1-12,月网络数据、微信数据,2,201,5,年,1-12,月广宣投放、活动汇总、费用明细,3,2015,年总结和,2016,年工作计划,4,月份,1,月,2,月,3,月,4,月,5,月,6,月,半年总计,集客量（,目标,）,612,282,388,530,729,518,3059,集客量（实际）,517,295,698,783,889,475,3657,留档量（,目标,）,520,240,330,450,620,440,2600,留档量（实际）,441,236,615,687,777,433,3189,一次进店（,目标,）,416,163,245,353,488,353,2018,一次进店（实际）,352,222,523,471,586,300,2454,总销售台次,51,30,43,51,73,54,302,展厅销售台次,38,21,30,41,54,48,232,展厅留档率,85%,80%,88%,88%,87%,91%,87%,展厅成交率,8.6%,8.9%,4.9%,6%,7%,11.1%,7.3%,展厅数据,通过数据得知：,2015,年上半年除,1,月和,6,月外，其它各月集客均已完成目标，上半年集客目标也达到较理想状态！其次，除,2,月外各月留档率达到年初定制的,85%,目标，但整体成交率没达到年初定制,10%,的目标，有待提高！,月份,7,月,8,月,9,月,10,月,11,月,12,月,全年总计,集客量（,目标,）,447,470,612,624,588,447,6247,集客量（实际）,717,1025,572,826,747,936,8480,留档量（,目标,）,380,400,520,530,500,380,5310,留档量（实际）,628,926,495,718,649,789,7394,一次进店（,目标,）,290,317,416,425,415,319,2018,一次进店（实际）,464,668,351,576,508,688,5709,总销售台次,48,54,78,36,53,58,629,展厅销售台次,43,47,68,31,50,52,483,展厅留档率,88%,90%,87%,87%,87%,84%,87%,展厅成交率,6.8%,5%,13.7%,4.3%,7.7%,6.6%,7.6%,展厅数据,通过数据得知：,2015,年下半年除,9,月外，其它各月集客均已完成目标，下半年集客目标也达到较理想状态！全年展厅留档率完成年前制定的,85%,目标，展厅成交率,7.6%,未完成年初制定的,10%,目标。,展厅数据,月份,1,月,2,月,3,月,4,月,5,月,6,月,半年总计,状态,2014,年集客量,357,274,638,497,391,366,2523,同比增长,45%,2015,年集客量,517,295,698,783,889,475,3657,2014,年留档量,207,205,470,358,321,275,1836,同比增长,74%,2015,年留档量,441,236,615,687,777,433,3189,2014,年成交量,29,17,20,33,45,25,169,同比增长,79%,2015,年成交量,51,30,43,51,73,54,302,2014,年留档率,58%,74.8%,73.7%,72%,82%,75%,73%,同比增长,19%,2015,年留档率,85%,80%,88%,88%,87%,91%,87%,2014,年成交率,14%,8.2%,4.2%,9.2%,14%,9%,9.2%,同比减少,21%,2015,年成交率,8.6%,8.9%,4.9%,6%,7%,11.1%,7.3%,通过数据得知：,2015,年上半年同比,2014,年上半年集客、留档、成交台次方面都有大幅度提高！,展厅数据,月份,7,月,8,月,9,月,10,月,11,月,12,月,全年总计,状态,2014,年集客量,422,601,479,469,499,513,5562,同比增长,52%,2015,年集客量,717,1025,572,826,747,936,8480,2014,年留档量,326,512,415,416,433,433,4371,同比增长,69%,2015,年留档量,628,926,495,718,649,789,7394,2014,年成交量,34,24,41,41,55,61,425,同比增长,48%,2015,年成交量,48,54,78,36,53,58,629,2014,年留档率,85%,87%,89%,86.8,84.4,79%,85%,同比增长,2%,2015,年留档率,88%,90%,87%,87%,87%,84%,87%,2014,年成交率,10%,5%,10%,10%,13%,14%,9.6%,同比减少,11.5%,2015,年成交率,7.6%,5.8%,15.8%,5%,8.2%,7.4%,8.5%,通过数据得知：,2015,年全年同比,2014,年全年集客、留档、成交台次方面也有大幅度提高！成交率由,2014,年的,9.6,降低为,2015,年的,8.5,，同比降低,11.5%,，一方面说明消费者理性消费照以往大幅度增加，二是各厂家车型逐渐全面化客户选择性广。那么,2016,年可以通过加强销售顾问销售技巧培训和加强对战败客户分析两方面提高成交率。,展厅数据,通过数据得知：,2015,年销售台次同比,2014,年增长,48%,，除,10,、,11,、,12,月持平外，各月都有所增加。,2015,年前期规划较好、外加上“春、夏、秋”三次大型车展的销量猛增，使得,2015,全年销量持乐观态度！,竞品销量数据,月份,1,月,2,月,3,月,4,月,5,月,6,月,半年总计,和利一汽大众,133,90,66,155,105,93,642,东风日产,112,82,55,129,72,120,570,一汽丰田,119,66,55,86,60,91,477,长安铃木,121,67,66,50,81,54,439,雪弗兰,128,54,61,80,50,60,433,北京现代,85,50,49,90,61,50,385,别克,91,50,48,65,43,60,357,上海大众,82,44,41,73,40,42,322,广汽本田,65,41,28,77,46,63,320,广汽丰田,51,30,43,51,73,54,302,永生一汽大众,69,32,26,47,31,43,248,东风本田,44,42,31,45,35,40,237,起亚,39,34,36,47,36,16,208,长安福特,33,32,16,40,34,21,176,奥迪,42,22,28,29,28,22,171,斯柯达,23,5,11,18,17,10,84,斯巴鲁,7,11,13,11,8,10,60,竞品销量数据,月份,7,月,8,月,9,月,10,月,11,月,12,月,全年总计,和利一汽大众,111,114,134,152,164,221,1538,东风日产,62,100,130,85,140,288,1375,一汽丰田,62,75,100,101,110,130,1055,长安铃木,51,58,40,29,26,49,692,雪弗兰,40,36,80,66,65,94,814,北京现代,41,57,72,36,61,114,766,别克,46,46,82,46,88,112,777,上海大众,41,57,68,36,43,55,622,广汽本田,40,28,50,46,89,79,652,广汽丰田,48,54,78,36,53,58,629,永生一汽大众,53,26,31,29,9,33,429,东风本田,43,40,73,35,51,59,538,起亚,20,42,62,45,75,95,547,长安福特,30,28,39,25,40,54,392,奥迪,23,24,34,41,35,57,171,斯柯达,12,9,20,15,18,19,84,斯巴鲁,14,7,20,9,15,20,60,竞品销量数据,竞品销量数据,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,总计,凯美瑞,14,2,6,19,27,15,11,17,18,7,9,7,152,迈腾,16,7,8,23,10,11,24,17,15,30,11,14,186,雅阁,22,22,15,26,18,14,7,7,26,17,174,天籁,6,3,10,10,5,10,5,7,9,2,5,13,85,帕萨特,11,7,9,5,4,2,5,4,8,8,5,4,72,注：迈腾数据由和利一汽大众提供不包括永生一汽大众,通过数据得知：虽然雅阁数据截止到,10,月份但销量已是,174,台，凯美瑞全年,152,台还是和雅阁有一定差距，迈腾,186,台值得我们警惕上浮很大！,竞品销量数据,通过数据得知：虽然战胜了,POLO,，但在直接对手威驰、瑞纳中处于完败！和威驰的差距近乎,3,倍！从中有两点，一是消费者还热衷于三厢车型，我们尽可能的改变他们的习惯，二是购买致炫的车主年轻女性居多，我们在女性客户看车时多往致炫车型上转化！,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,总计,致炫,11,15,12,11,15,13,11,2,13,11,10,14,138,威驰,41,19,18,26,16,35,15,18,45,40,56,61,390,瑞纳,28,11,16,29,21,15,16,28,29,14,28,54,289,赛欧,93,40,29,45,28,34,19,17,55,55,49,77,541,POLO,6,1,1,4,1,5,3,2,1,3,5,2,34,竞品销量数据,通过数据得知：雷凌在与各直接竞品中处于很大劣势！宝来、卡罗拉是我们的,2,倍，轩逸是我们的,3,倍！加强竞品培训，扩大雷凌知名度是我们后续任务重点！,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,总计,雷凌,14,9,12,13,17,17,15,17,27,11,19,19,190,宝来,39,16,20,37,30,39,21,24,41,39,45,54,405,卡罗拉,44,23,23,25,29,28,27,31,40,33,30,33,366,轩逸,21,31,18,27,40,59,34,47,61,69,81,148,636,朗逸,19,13,9,35,13,15,12,15,27,10,11,14,193,注：宝来数据由和利一汽大众提供不包括永生一汽大众,竞品销量数据,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,总计,汉兰达,7,3,10,7,11,9,10,18,19,6,14,16,130,CRV,22,23,20,16,5,14,32,34,22,22,21,35,266,逍客,16,5,3,18,5,7,7,14,17,1,3,21,117,RAV4,18,9,7,24,9,19,14,21,6,13,18,18,176,奇骏,9,5,18,22,11,16,6,21,29,11,14,47,209,锐界,6,9,9,10,4,5,4,47,通过数据得知：虽然汉兰达直接竞品锐界销量一般，但其间接竞品,CRV,、奇骏等销量都很突出，另一方面说明,SUV,市场日益成熟化，,201,5,年,1-12,月数据分析（展厅数据、竞品数据）,1,201,5,年,1-12,月网络数据、微信数据,2,201,5,年,1-12,月广宣投放、活动汇总、费用明细,3,2015,年总结和,2016,工作计划,4,网站数据,网站浏览量,易车,汽车之家,总计,1,月,2299,2496,4795,2,月,1575,2005,3580,3,月,1593,1950,3543,4,月,1540,1409,2949,5,月,3583,1869,5452,6,月,2473,1214,3687,7,月,2481,905,3386,8,月,2276,818,3094,9,月,5157,2196,7353,10,月,1996,1034,3030,11,月,1641,1443,3084,12,月,1782,870,2652,总计,28396,18209,46605,网站数据,文章发稿数,易车,汽车之家,总计,1,月,30,15,45,2,月,20,14,34,3,月,13,33,46,4,月,31,25,56,5,月,10,9,19,6,月,21,16,37,7,月,25,18,43,8,月,21,4,25,9,月,25,10,35,10,月,18,2,20,11,月,17,5,22,12,月,17,5,22,总计,248,156,404,网站数据,网络后台订单数,易车网,汽车之家,总计,网络渠道购车,总共,内阜,总共,内阜,总共,内阜,1,月,131,55,94,74,225,129,0,2,月,114,35,78,56,192,91,1,3,月,59,23,130,91,189,114,1,4,月,45,31,135,94,180,125,7,5,月,176,64,188,93,364,157,2,6,月,81,42,104,65,185,107,3,7,月,37,32,75,46,112,78,4,8,月,56,48,101,70,157,118,5,9,月,205,76,276,112,481,188,5,10,月,65,53,87,67,152,120,2,11,月,68,49,110,80,178,129,4,12,月,55,37,92,65,147,102,8,总计,1092,545,1470,913,2562,1458,42,400,电话数,易车网,汽车之家,总计,接听率,总共,接听数,总共,接听数,总共,接听数,1,月,47,47,51,50,98,97,99%,2,月,26,23,22,17,48,40,83%,3,月,30,27,54,39,84,66,79%,4,月,41,30,51,46,92,76,83%,5,月,44,42,52,46,96,88,92%,6,月,61,61,32,28,93,89,96%,7,月,53,50,53,48,106,98,92%,8,月,37,37,68,56,105,93,89%,9,月,37,36,214,172,251,208,83%,10,月,171,167,50,47,221,214,97%,11,月,31,31,82,75,113,106,94%,12,月,50,50,56,51,106,101,95%,总计,628,601,785,675,1413,1276,90%,网站数据,微信平台数据,月份,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,总计,发稿数,13,9,13,9,8,10,11,7,8,8,11,9,116,通过数据得知：微信总人数为,1327,人！发稿总计为,116,篇，平均每月发放,10,篇！,201,5,年,1-12,月数据分析（展厅数据、竞品数据）,1,201,5,年,1-12,月网络数据、微信数据,2,201,5,年,1-12,月广宣投放、活动汇总、费用明细,3,2015,年总结和,2016,年工作计划,4,广宣一览表,12,路公交车体,1,月已到期，露出延长至,8,月,13,路公交车体,1,月已到期，露出延长至,8,月,8,路公交车体,8,月末已到期，暂无露出,环路公交车体,8,月末已到期，暂无露出,广宣一览表,工体桥已更换换面，明年,11,月到期,出租车,LED11,月,8,日到期，暂无露出,三一八大牌已到期，露出延长至,9,月末,彰武墙体广告,12,月末到期,活动一览表,日期,活动主题,活动类型,1,月,10,日,新年特卖会暨全新凯美瑞上市品鉴会,新车上市,1,月,17-18,日,国足都出线了，你还有什么理由不买车,店内活动,2,月,7,日,-28,日,喜迎新春 八重好礼享不停,店内活动,3,月,5,日,-8,日,和旺丰田 元宵佳节闹个,“,购,”,店内活动,3,月,14-15,日,和旺丰田 丰狂来袭,店内活动,3,月,21-22,日、,28-29,日,和旺丰田 春天钜惠购车季,店内活动,4,月,11-12,日,和旺丰田 车展优惠提前享,店内活动,4,月,15,日,-20,日,阜新市春季车展,大型车展,5,月,1,日,和旺丰田 五一大放价阜城没谁了（清河门车展）,外展,5,月,12-18,日,B,级豪车凯美瑞,13.98,万 将任性进行到底,店内活动,5,月,13,日,和旺丰田 购车观影活动,维系客户,5,月,17,日,试在必得 驾享人生,和旺丰田户外大型试驾会,全车系试驾会,日期,活动主题,活动类型,5,月,30-31,日,新天地外展,外展,6,月,6-7,日,和旺丰田 清凉一夏,“,购,”,爽,“,购,”,欢乐,店内活动,6,月,7-9,日,高考发宣传单,宣传,6,月,19-22,日,阜新市夏季车展,大型车展,6,月,27-28,日,新天地车展,外展,7,月,3-5,日,香江家居车展,外展,7,月,17-19,日,红玛瑙车展,外展,7,月,25-26,日,新天地车展,外展,8,月,15-16,日,新天地车展,外展,9,月,12-13,日,车展价格提前享,店内活动,9,月,18-21,日,阜新秋季车展,大型车展,9,月,25-26,日,六合嘉际房交会车展,外展,9,月,26-10,月,7,日,迎中秋庆国庆你放假我放,“,价,”,店内活动,活动一览表,日期,活动主题,活动类型,10,月,16-18,日,清河门车展,外展,10,月,23-25,日,开发区广场万人团购会,店内活动,11,月,11,日,年终收官闭馆特卖会,店内活动,11,月,21-22,日,金玛广场年终收官车展,外展,11,月,28-29,日,年终收官 抢购惠,店内活动,12,月,5-6,日,年终收官 抢购惠,店内活动,12,月,12-13,日,和旺丰田双,12,购车盛宴,店内活动,12,月,19,日,雷凌混动上市会,新车上市,12,月,24-27,日,圣诞周年庆 狂欢不等人,店内活动,活动一览表,费用明细,序号,车展费用项目,金额（元）,备注,1,4,月春季车展,32451,场地费：,11200,杂费：,21251,2,5,月清河门车展,3960,场地费：,3960,3,6,月夏季车展,16356,场地费：,11200,杂费：,5156,4,香江家居车展,2000,5,7,月彰武车展,1200,6,新天地车展,2000,7,红玛瑙广场车展,5500,8,9,月秋季车展,21200,场地：,11200,杂费：,10000,9,10,月清河门车展,2000,10,11,月金玛车展,9000,总计,95667,费用明细,序号,广宣投放费用项目,金额（元）,备注,1,天润小报,1200,2,期,2,彰武擎天柱,10000,3,时尚城市,3750,2014,年,6,期杂志,4,彰武公交车,LED,后尾屏,5000,5,114,查询,360,一年,6,易车网,45300,一年,7,易车首页广告位,3000,三个月,8,易车首页广告位,1400,一个板月,9,工体桥三翻转,50000,一年,总计,120010,费用明细,序号,活动费用项目,金额（元）,备注,1,5,月老客户观影活动,3450,不含餐饮费,2,5,月试驾活动,1200,租车（雅阁,3,天）,3,双十一团购会,1700,总计,6350,序号,礼品或其它费用项目,金额（元）,备注,1,收纳凳,6500,500,个,2,雇人贴楼层贴,2000,2,人*,10,天*,100,元,3,饭店纸抽盒,970,500,个,总计,9470,费用明细,序号,上市费用项目,金额（元）,备注,1,全新凯美瑞上市,3600,2,雷凌双擎上市,3100,总计,6700,序号,物料费用项目,金额（元）,备注,1,2014,年,11,月,-2015,年,4,月物料,42500,2,2015,年,4-9,月物料,26300,总计,68800,全年总计费用,306997,费用明细,返利情况,序号,已开具发票项目,应返金额,实返金额,差额,1,全新凯美瑞上市支援,3,万,3,万,0,2,3,月广宣支援,2,万,2,万,0,3,4,月广宣支援,2,万,2,万,0,4,全新汉兰达上市支援,4,万,4,万,0,5,春季车展支援,2,万,2,万,0,6,5,月广宣支援,2,万,2,万,0,7,6,月广宣支援,2,万,2,万,0,8,7,月广宣支援,4,万,4,万,0,9,8,月广宣支援,4,万,4,万,0,10,9,月车展,2,万,2,万,0,11,10,月车展,1,万,1,万,0,总计,28,万,28,万,0,序号,未开具发票项目,应返金额,实返金额,差额,1,11,月自媒体营销,0.5,万（京东购物卡）,0,0.5,万,2,12,月营销活动支援,2.5,万,0,2.5,万,3,雷凌双擎上市,3,万,0,3,万,总计,6,万,0,6,万,201,5,年,1-12,月数据分析（展厅数据、竞品数据）,1,201,5,年,1-12,月网络数据、微信数据,2,201,5,年,1-12,月广宣投放、活动汇总、费用明细,3,2015,年总结和,2016,年工作计划,4,2015,总结,2016,计划,一、广宣方面,2015,年广宣花费,12,万占总市场费用的,39%,（其中有一部分钱结算,2014,年广宣费用）。,2015,年我店广宣线上有：汽车之家、易车网、微信、,114,查询等媒体，线下广宣有：公铁桥户外大牌、公交车车体、农村刷大墙、出租车及公交车,LED,、三一八大牌等，其它宣传涵盖：与滴滴打车合作、房地产小区合作、发放课程表、张贴楼层贴、出租车拉客送玻璃水、展厅进店客户送扑克、阜蒙县发放纸抽盒等。为,2015,年集客,8480,批次奠定了有力的基础！,反观今年销售目标,700,台，留档目标,8235,批次（用当前成交率,8.5%,推算），集客目标,9466,批次（用当前留档率,87%,推算），照,2014,年集客量多出,986,批次！虽然我店随着建店时间的增加，知名度逐渐提高。但要想,2016,年度进店,9466,批次，广宣还是一种必不可少的集客途径。,2016,年广宣计划为（付费平台）：线上：易车、汽车之家，线下：除了工体桥外在,6,至,8,月增加出租车,LED,、,12,至来年,1,月投放电影院片头广告，其它：重点联系各楼盘网店开展异业合作增加集客量。,2015,总结,2016,计划,二、网络方面,2015,年易车和汽车之家总订单量为,1458,批次（内阜），销售,42,台车，成交率,2.9%,。,2015,年网络存在两方面：市场维护较差、销售跟进较差！如果我们网络成交率提高到,4%,，销量为,58,台，间接提高,16,台！网络客户不会平白无故给你留档除非他是“间谍”或“吃饱了撑的”，我们要抓住每一个网络客户！其次纵观阜新当前卖的好的品牌日产和大众他们都有自己的电网销专员，这样不但解决了,网络客户跟踪、维护的麻烦也解决了其它销售顾问因时间、精力问题跟踪不及时等问题。,2016,年建议网络成立专人小组，前期可到和兴等地学习（任务合理化定制）、逐渐摸索。后期施行流程考核等级制。,2015,总结,2016,计划,三、活动方面,一、加大,店头活动力度，无论是从内容,及方式。探讨周末邀约客户难等问题，积极收集大家想法与建议把店头活动搞好！,二、“春、夏、秋”三次大型车展是,2016,年能不能完成厂家任务的关键点，积极准备大型车展活动，在,搞好,2016,年春、夏、秋大型车展基础上、避免铺张浪费,！,三、有些,地方巡展及小规模车展根据实际情况参加，避免,做到“老财伤民”。,2016,年市场费用预算,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,总计,店头,2000,2000,2000,2000,2000,2000,2000,2000,2000,2000,2000,2000,24000,车展,20000,20000,20000,60000,巡展,5000,5000,5000,5000,5000,5000,5000,35000,物料,2000,2000,4000,4000,4000,4000,4000,4000,4000,4000,4000,4000,44000,广告,10000,10000,10000,10000,10000,10000,10000,10000,10000,10000,100000,礼品,2000,2000,2000,2000,2000,2000,2000,2000,2000,2000,2000,2000,24000,总计,6000,6000,18000,43000,23000,43000,21000,23000,43000,23000,18000,18000,287000,2015,总结,2016,计划,THANKS,