Importance and present situation of cigarette marketing team construction at the grass-roots level
Front-line account managers are the "soil" for the development of tobacco commercial enterprises and the direct realization of enterprise profits. Directly facing the market and cigarette retail customers, they undertake the three core functions of managing customer relationship, maintaining regional market and cultivating cigarette brands, and play a very important role in improving customer satisfaction, cultivating customer loyalty, improving customer contribution, helping tobacco enterprises to enhance their image and serving the implementation of their marketing strategies. However, as the main body of marketing, the grass-roots marketing team also has some shortcomings:
The core functions are not fully exerted. Marketers are "imprisoned" by cigarette sales tasks, ignoring their important functions, and the three core functions of customer service, brand cultivation and market maintenance have not been effectively brought into play.
Lack of awareness of brand cultivation. Marketers lack awareness and ability to promote the expansion of key brands, improve quality and value, and guide the coordinated development of mature brands, substitute brands, new brands and characteristic brands through brand cultivation.
The professional quality is uneven. The professional knowledge of the marketing team is generally weak. Before entering the position of account manager, most of the staff did not engage in relevant marketing work and lacked work experience. Moreover, due to different education levels, the ability to learn and accept new knowledge is also far from each other.
Limited promotion and weak sense of responsibility. Restricted by the industry system and the employment mechanism, the growth space of grassroots marketers is very limited, which restricts the overall improvement of the quality of marketing teams to some extent.
Lack of reasonable and effective vocational skills training. At present, a lot of training is not targeted, and the confusion encountered by marketers in their work can not be effectively solved, and the training effect is not ideal.
The enthusiasm for participating in team building is not high. Although we all work in the same post, due to the different abilities and characteristics of serving customers and different working methods and qualities, there is a phenomenon of poor communication among team members, and team cooperation cannot be effectively played.
Measures to improve the ability of cigarette marketers at the grass-roots level
Establish a strict mechanism for selecting and employing people. The first is to select and employ people reasonably. Focusing on the three elements of "knowledge, technology and ability", we will further improve the modern marketing literacy of marketers through skill training, professional appraisal and on-the-job training, and strive to build a professional marketing team; According to the development direction, market environment and competitive strategy of the enterprise, we should establish industry-specific and scientific standards, adopt objective and accurate evaluation methods of quality, ability and potential, and select outstanding tobacco account managers who are suitable for the characteristics of the enterprise and have potential.
The second is to establish a competitive mechanism. Through salary incentives, target incentives, participation incentives, example incentives, emotional incentives, performance evaluation and other incentives, we will continue to deepen reform, improve the establishment of a scientific and effective competition system, build a fair and open competition platform, establish a elimination mechanism and a good incentive mechanism in a moderately stable state, and fully mobilize the enthusiasm of employees.
Third, innovate the promotion mechanism. First, create a good working atmosphere for the account manager. Linyi City Bureau (Company) of Shandong Province began to implement the personnel system reform from 20 13, and selected a group of outstanding account managers with progressive thinking, hard work, excellent business and certain organizational leadership skills as marketing managers, which further stimulated the vitality of front-line marketers, improved the marketing ability of cigarette marketing teams and played a positive role in promoting the overall promotion of cigarette marketing in the city. The second is to rate. Actively explore the implementation of credit system management, improve the proportion of marketing team with college diploma and professional qualification certificate. According to the credit scores of daily education and training and the certificates obtained by participating in academic degree education, competitions, activities and vocational qualification examinations, the total credits obtained in the whole year are divided into four grades: excellent, good, qualified and unqualified, which are used as reference conditions for evaluating the excellent first and promoting the post, aiming at further inspiring and enhancing the enthusiasm and initiative of marketing personnel.
Establish a systematic training system for marketing personnel. Training is an important link to improve the quality of marketing personnel, and enterprises must establish a long-term systematic training management system in combination with their own functions.
Set the training content scientifically. Further improve the comprehensive level of market analysis and marketing informatization, highlight the functions of strengthening brand cultivation, information collection, market analysis and guiding consumption, and focus the training of marketing personnel on the two important contents of "modern cigarette retail terminal construction" and "brand cultivation" under the new situation of the current industry, so as to understand and master the latest contents and specific measures of terminal construction and brand cultivation in the actual industry.
Innovative training methods. Pay attention to the professionalism, routine and comprehensiveness of training, adhere to the mode of "bringing in and going out" to carry out internal and external training, and solidly improve the overall quality of marketing personnel. You can also use the distance education network platform for training to improve training efficiency and save training resources.
Improve the training evaluation system. Establish a training evaluation system with participation in marketing team, training teachers, training environment and training effect evaluation as the main contents, track and evaluate training quality, and continuously improve training quality.
Strengthen the training of internal trainers. Further improve the training, management and other related systems of internal trainers, and select outstanding internal trainers to teach in turn throughout the city.
Establish an effective assessment mechanism. Improve the "post-based, performance-oriented, ability-oriented" evaluation system, and evaluate the work quality of account managers from all directions and angles. At the same time, based on the principle of leaning to the grassroots level and leaning to the front line, we will establish and improve a scientific distribution system, implement rewards to grassroots marketing teams, and fully mobilize the enthusiasm and initiative of employees.
Strengthen system construction. "Fiona Fang cannot live without rules". In practical work, it is necessary to "make the system blank, the implementation system will not fail, and the implementation system will not be distorted". Through the clarification of job responsibilities, business processes and assessment methods and the regular optimization of the system, we strive to make the process system feasible and easy to operate.
Strengthen the construction of marketing team. Cigarette marketing depends not only on the personal work of the marketing staff, but also on the unity, cooperation and collective wisdom of the marketing team.
Implement planned target management. Reflect the "flat" management mode, strengthen the understanding and communication between players, and form a harmonious and United atmosphere. The decomposition process enables each team member to know in great detail how many cigarettes need to be completed every day, so as to ensure the completion of team tasks and improve execution.
Establish an assessment and incentive mechanism. Combine the target assessment with team motivation, refine the assessment target to each team, rank the work performance regularly according to the team, select individual champions and excellent teams, commend them, and add points to their work performance.
Enrich assessment and incentive measures. You can set an example and benchmark by selecting monthly activities such as "service star" and "brand cultivation pacesetter", so that team members can gain personal honor and enhance their sense of belonging and identity with the team; Strengthen the edification of members' collective sense of honor and team consciousness by carrying out the activities of creating "advanced collective" in regional market; Establish annual honorary titles and awards such as "Excellent Account Manager", "Best Contribution Award" and "Best Progress Award" to stimulate the enthusiasm of team members and officers.
Create a "small market, big brand" pattern. Based on consumer demand, the marketing team conducts quantitative and qualitative analysis on the consumption concepts and habits of different consumer groups, and determines the positioning of market segments. Team members subdivide marketing lines according to market categories, and make plans for retail customers to go to the counter and sell reference. Establish and improve the brand development-oriented assessment mechanism to provide long-term mechanism guarantee for brand cultivation.
In a word, the promotion of marketing team's ability is the source of power for the overall improvement of network construction, a challenging long-term task and an unremitting process. Focusing on the theme of "implementing the new development concept, cigarettes will reach a new level", aiming at the development goal of "two slightly higher", we will improve various rules and regulations, actively improve management methods, innovate marketing work modes, strengthen marketing unity and cooperation, comprehensively improve the working ability and efficiency of grassroots cigarette marketers, and build a high-quality marketing team with tobacco characteristics.