How to improve the efficiency of marketing Through the big data analysis platform to assist marketing and data analysis in product development, consumers' feedback on products and marketing can be quickly obtained, and marketing strategies can be optimized according to the feedback information.
How to evaluate the efficiency and benefit of container terminals is probably the cultural difference between East and West! Limitations of 100 container port throughput ranking list For a long time, Cargo Systems magazine has published the global top 100 container port throughput ranking list every year, which is undoubtedly a valuable reference tool for container terminal operators, but there are still limitations in providing specific operational information. First of all, among the 646 container terminals in the world, 80% of the throughput is actually quite small, only below 500,000 TEU. 80% of the global container throughput is completed by 30 to 40 really big ports. These 100 big ports on the list and more ports later, each port usually has two or more terminals. Therefore, from the ranking list alone, there is no difference in entrepot trade, import and export trade or container size among the terminal operators of these ports. Secondly, because the traditional definition of TEU throughput is deeply rooted in people's hearts, it is unfair to calculate transit containers as imports and exports compared with boxes that are simply imported or exported. This ranking is somewhat misleading, such as comparing Shanghai Port with Singapore Port in the Far East. As the proportion of transit containers in Shanghai Port (about 40%) is much lower than that in Singapore Port (more than 90%), if calculated by natural containers entering and leaving the port, Shanghai Port may surpass Singapore Port and rank first in the world. Thirdly, a major problem in evaluating the production efficiency of container terminals lies in multimodal transport. Customers' requirements are completely different, whether they collect and distribute goods by water or land. Not only are there some basic differences in container handling requirements of marine container terminals, but shipping companies will adopt different services according to the requirements of different customers for road and railway services. Of course, these differences exist not only in transshipment, entrepot trade and barge transportation, but also in import and export trade. However, no matter which centralized distribution mode is adopted, there are many unique customer service needs. The same factor is the efficiency of container yard, which is the evaluation standard of different storage systems. Regional differences in terminal production efficiency As a service industry, ports are different from manufacturing industries. For example, the aircraft manufacturing industry can formulate a series of indicators to analyze and study the competitiveness of Boeing and Airbus. Customers (airlines) will buy products with higher cost performance or products with higher competitiveness. However, due to the natural monopoly and immovability of ports in the region, it is meaningless to compare the dock productivity between Shanghai Port and Shenzhen Port. For example, regardless of the ranking order of Shanghai Port and Shenzhen Port, one thing is certain: the electrical products produced by Shunde will never be shipped to Shanghai Port for export; Moreover, containers in Kunshan will never go to Shenzhen Port for export. Dock investors will never adjust their investment objectives according to your ranking. Therefore, such an index of wharf production efficiency is meaningless. Then, who should compare the production efficiency of port terminals with? Obviously, it should be a comparison between ports in the same port group. As we all know, in recent years, the competition among ports in the five major port groups around Bohai Sea, Yangtze River Delta, Southeast Coast, Pearl River Delta and Southwest Coast has intensified. In some port groups, there is even the phenomenon of price-cutting competition and repeated construction. Comparing the terminal production efficiency of ports in the same port group through a series of scientific and reasonable evaluation indexes is helpful to rationally allocate resources, reduce logistics costs, optimize regional industrial structure and transportation structure, promote regional economic development, and improve logistics efficiency and benefit. Whether it is * * *, cargo owners, dock investors, shipping companies or local residents, it will benefit. The primary criterion to measure the production efficiency of container terminals is regional differences. Ports in the Far East cannot be compared with those in Europe and America. On the surface, capital and operating costs may also be very different. Therefore, the comparison of production efficiency should be carried out in different regions, especially the comparison between neighboring ports competing with the hinterland has practical significance. In fact, once the throughput of berths is specially considered, the sensitivity of data becomes very obvious. Because in Europe, America and the Far East, there will be a big gap according to the different results of selection, which is not as small as expected. In addition, it is extremely important that the key to making decision analysis is to simplify the decision. The most successful design systems or products are always those simple things. Therefore, it does not need a huge index system to evaluate the efficiency and benefit between different terminals, but only needs to design a simple enough single index. Design of container terminal efficiency index From the perspective of system design, a marine container terminal has four components, namely, ship arrival, shore arrival, site arrival and site arrival. If the core of the dock is the yard, it is connected with the berth on the one hand and the gate on the other. Therefore, berth service and gate business can be regarded as two main factors to evaluate the throughput of container ports, and these two factors affect the efficiency of the yard. Yard efficiency is a key part of management control, but it is not a key index to judge customer standards. Therefore, if the efficiency of the terminal is analyzed with berths and gates as the objects respectively, even in the same port, the results are often different. For example, many years ago, the incident at Southampton Container Terminal, gate congestion affected the operation of the whole terminal, which is called chain effect. Nevertheless, we believe that the production efficiency of berths is the main factor affecting customer costs. Many container ports adopt the standard of "standard container per meter berth per year" to measure the production efficiency of berths. As long as the capital investment has not changed within one year, this analysis is simple and suitable for internal measurement and evaluation of port changes. Pay attention to the comparability of the same dock before and after historical comparison. If we add another quayside crane, it will become meaningless from the perspective of production efficiency. If reducing the rest time of workers or reducing the time of institutional change can improve the output level of workers, then direct comparison is reasonable. If giving workers some extra tools can improve their work efficiency, then cost measurement tools must also be added to the analysis of production efficiency. Therefore, the core index for comparing the production efficiency of terminals should be "TEU/ meter berth coastline/year". The basic production efficiency standard is to accurately measure the output of a single berth under similar operating conditions or current conditions, but when there are some variation factors, the cost factor must be added. The main purpose of any enterprise's business is to improve the service level, whether it is in manufacturing, distribution, professional services, retail or any other industry. Facts have proved that customers are willing to pay more for better service, especially if they can reduce their operating costs. However, different industries have different services. It can be defined as delivery time or efficiency, or the attitude of enterprises to defects, or the ability to improve in time according to different customer requirements, and so on. However, services are charged, which can provide better services than the actual needs of the market, which undoubtedly reduces the profits of enterprises. Considering the utility, the standard of berth utilization rate is contradictory. Here, the best berth utilization rate is considered to be 65-70%, which has taken into account the changes of weather and ship schedule. If the utilization rate is higher than this standard, congestion may occur; And below this standard, then you need to pay extra cost to maintain this excess capacity.
How to Improve Sales Efficiency _ Marketing Management Thesis Successful sales teams should be good at market analysis. Whether the market has undergone drastic changes or the changes have just begun to take shape, the sales department should constantly make accurate assessments. The basic decision of the basic sales manager will directly affect the five elements of the sales department, so the driving force for the efficiency of the sales team is here. These basic decisions are divided into the following four categories: investigation and research, including data collection and analysis, to help the sales department segment the market and understand the buying behavior of each market link. The sales strategy includes determining the appropriate size of the sales team, the best organizational structure of the sales team and determining the measures and strategies to attract and maintain customers. This is usually the most important decision of a senior manager. Customer interaction is the decision that has the greatest influence on customer interaction. These decisions include personnel recruitment, staff training and education, and the choice of sales team leaders. What customers value most is the results of these recruitment and training decisions and the "successful" atmosphere created and maintained by the sales manager. Sales system, that is, those factors that directly affect the five major sales factors, indirectly affect the management decisions of customers. The decision-making scope in this area mainly includes efficiency plans such as salary, sales regional alliance, sales department information and sales means. These motives are the key to improve the work efficiency of the sales department. Wise decision-making can limit expenses, create a successful culture, and determine appropriate sales activities to satisfy customers, thus having a positive impact on the sales performance of enterprises. The problem of performance evaluation in sales is quite complicated, and only through multiple standards can we comprehensively evaluate sales performance. A single standard cannot cover all aspects of the sales department. Sales input is a relatively easy standard to master. Although the financial accounting department is usually responsible for this problem, sales managers also need to pay close attention to the expenditure situation, because they often know more about the use of sales funds. The evaluation of culture can be used to test the sales culture of enterprises. This evaluation puts forward the following questions from the aspects of market and competitive environment: which does the sales department pay more attention to? Customer first or profit first? Decentralized or centralized management? Is it short-term benefit or long-term benefit? How does the sales department communicate? Customer response is an effective criterion for evaluating sales performance. Through successful interaction with customers, the sales department can solve customers' problems, satisfy customers and establish sustainable business relations with customers. Although the customer's retention rate, return rate and customer's opinions can be used to evaluate the relationship with customers, the improvement and feedback in these aspects are too time-consuming and far less immediate than the standard of customer satisfaction. The evaluation of sales can reveal problems, but its guiding role in solving problems is not always obvious. For example, if the sales team can't develop new business, it can be considered from several aspects: hiring some different types of people; Carry out training to improve the ability of sales staff and attract customers more effectively; Or make an incentive plan to encourage sales staff to expand their business. Once the implementation sequence of change measures is determined, it should be put into action immediately. For the sales department, enterprise performance is the ultimate standard of success. Sales volume, profit, market share and order volume are all indicators to judge enterprise performance. However, sometimes, despite the outstanding performance of the sales department, the company will still perform mediocre. After all, the success of an enterprise cannot depend solely on the sales department, otherwise other departments will lose their meaning of existence.
How to evaluate the influence and appeal of stars in marketing mainly depends on whether they are popular stars.
The market influence and appeal of popular stars are very powerful, which is more effective than making tens of thousands of small advertisements on the Internet. Celebrity endorsements are relatively credible and consumers are willing to buy them.
I hope this helps.
The role of marketing environment in improving marketing efficiency;
objectivity
As an objective existence, marketing environment is independent of the will of enterprises and has its own implementation rules and development trends. Subjective assumptions about changes in marketing environment will inevitably lead to blindness and mistakes in marketing decision-making. The task of the marketing manager is to arrange the marketing mix reasonably and make it adapt to the objective external environment.
be related
Various factors and forces that constitute the marketing environment are interrelated and interdependent. For example, without political factors, economic factors cannot exist alone; Similarly, political factors should also be reflected through economic factors.
hierarchy
From the perspective of space, marketing environment factors are a multi-level collection. The first level is the regional environment where the enterprise is located, such as the local market situation and geographical location. The second level is the policies, regulations and socio-economic factors of the whole country, including national characteristics and national market conditions. The third level is the international environmental factors. These levels of external environmental factors are not closely related to enterprises.
different
The difference of marketing environment is mainly due to the geographical environment, the nature of production and operation, and the management system of * * *, which not only shows that different enterprises are affected by different environments, but also the same environment has different effects on different enterprises.
dynamic
With the passage of time, the external environment is constantly changing. For example, the behavior change of external environmental stakeholders and the increase of per capita income will cause the change of purchase behavior and affect the content of enterprise marketing activities; Different combinations of various factors in the external environment will also affect and restrict the content and form of enterprise marketing activities.
uncontrollable
The factors that affect the marketing environment are various and complicated, and show the uncontrollable nature of the enterprise. For example, a country's political and legal system, population growth and some social and cultural customs. It is impossible for enterprises to change at will.
Examples of butterfly benefits in modern marketing 1. Focus on the whole world and prevent micro-duration;
2. Understand that details determine success or failure;
3. Catch a "butterfly" that is meaningful to life.
How to improve the benefits of online marketing has always been one of the marketing skills.
How to improve its efficiency?
1. accurately locate your target customers;
2. Choose an appropriate way to promote online marketing;
3. Make a website with rich user experience and marketing intention.
How to do a good job in marketing? Your question is too broad. Do your job well and learn from others' experience.
How to establish the performance management mechanism of marketing and the management system of marketing department
Responsibilities of marketing manager
1, responsible for the completion of sales tasks.
2. Be responsible for the completion of the payment rate.
3. Be responsible for the implementation of the employee system in this department. Supervise and guide the department staff at any time, and put forward suggestions on rewards and punishments to the company.
4. Responsible for the professional knowledge training of employees in this department. Organize discussion and research on key business and technical issues that happened last week on a regular basis every week.
5. Be responsible for the use and management of office equipment and vehicles in this department. The responsibility lies with the people. When problems are found, put forward suggestions on rewards and punishments to the competent leaders of the company in time.
6. Be responsible for making annual work plan, monthly work plan, weekly work plan and daily work plan, and supervise the implementation and completion of the plan. In the specific implementation process, if it is necessary to change the plan under special circumstances, it shall promptly put forward suggestions to the competent leaders of the company.
7. Be strictly responsible for the work of this department, deal with any problems in the work in time, coordinate the working relationship with various departments, and report major problems to the company's competent leaders in time. Take joint responsibility for all problems of employees in this department.
Second, the marketing department workflow
1. The process of visiting new customers and old customers.
1) Sales personnel design and plan their own monthly, weekly and daily customer visit plans according to sales assessment indicators, and record daily work logs in writing.
2) The salesman reports to the sales manager the key plan of customer visit next week at the regular work meeting every Saturday morning, and accepts the guidance of the sales manager to finally determine the key points of customer visit and return visit next week.
3) The salesman visits and pays a return visit to the customer according to the customer visit plan.
4) After the visit and return visit, the relevant information shall be recorded truthfully, and the Statistical Table of Basic Information of Target Customers shall be filled in correctly.
5) The salesman reports the visit and return visit information to the sales manager at the regular work meeting every Saturday morning.
6) The sales manager should guide and arrange the work of the sales staff.
2, product quotation, bidding process
This process is mainly aimed at outsourced products and products collected by agricultural management departments.
1) As soon as the salesman gets the information about the user's inquiry or bidding, he will report to the department manager as soon as possible, and the department manager will decide whether to participate in the price comparison or bidding (major price comparison or bidding needs to ask the company leader).
2) Organize users' inquiry or bidding information (assisted by purchasing department and technical department when necessary).
3) The technical department assists and supports the models and technical parameters of difficult products.
4) The purchasing department investigates the purchase price and delivery date of raw materials for key products.
5) The sales manager shall review the final quotation or tender (major price comparison or bidding shall be reported to the company leader) before printing.
6) Make a formal quotation or tender, bind it into volumes and stamp it, and then send it out to participate in price comparison or bidding.
3. Business negotiation and contract signing process
1) After the salesman quotes or bids for the customer, he can conduct business negotiations according to the actual situation.
2) In the process of business negotiation with customers, the salesman should inform the sales manager of relevant information in time (major contracts need to be referred to the company leader).
3) Any technical and commercial terms that deviate from the original quotation or bidding documents shall be reconfirmed by the sales manager or company leader.
4) The sales manager or company leader can sign the sales contract only after confirming all the problems.
5) After the formal sales contract is confirmed by the sales manager, it shall be kept and filed by the sales office on the same day.
6) If the formal sales contract cannot be signed or the customer calls/faxes the order, it must be confirmed by the sales manager (ask the company leader if necessary) before implementation.
4. Delivery process
1) The sales staff or branch sales office shall fill in the material requisition form according to the sales contract.
2) Report to the sales department after being examined and confirmed by the branch manager.
3) The sales manager reviews the sales contract and purchase requisition.
3) The sales backstage issues a sales outbound order according to the purchase requisition reviewed by the sales manager, and submits the second copy to the warehouse keeper.
4) The warehouse keeper shall go through the outbound formalities.
5) Submit the Customer Confirmation Sheet signed by the customer to the sales department for filing.
5. Collection process
1) sales person dunning
2) The salesperson fills in the payment application form.
3) Sales Department and Finance Department confirm.
4) Feedback to customers
5) Customer payment
6. Invoicing process
1) The salesperson fills in the bill application form.
2) Audit of sales department
3) The Finance Department issues invoices.
4) Give it to the customer for signature.
7, after-sales service process
1) Receive the customer's application for after-sales service, which will be confirmed by the sales manager.
2) The sales backstage fills in the After-sales Service Application Form and sends it to the technical department.
3) The technical department communicates with customers.
4) The technical department feeds back the service status and processing results to the sales manager and backstage.
5) Internal communication between sales background and subordinate sales staff.
8, return (replacement) process
1) customer application, and the salesman reports it to the manager of the sales division for confirmation.
2) The salesman shall check the name, specification and quantity of the returned (exchanged) goods.
3) The sales personnel shall cooperate with the technical department to verify the authenticity of the returned (exchanged) products.
4) The sales department will report the verified return details (purchase requisition) to the sales manager in red for review.
5) The sales background will issue a red-ticked sales outbound order according to the audited detailed list of returned goods, and submit the second copy to the warehouse keeper.
6) The warehouse keeper shall go through the formalities of returning (replacing) the goods.
Third, the marketing department management system
1. The sales staff must know the information of all dealers' operation, end users' situation, competitor's product structure, sales situation and local market situation within their jurisdiction.
2. Without permission, the salesperson can't collect the payment from the dealer. In case of special circumstances, he should remit the money back to the company in time.
3. Sales expenses incurred by sales personnel in the process of work promotion need to be asked in advance by the sales manager.
4. Without authorization, the salesperson shall not negotiate with the customer beyond the agreement. Exceeding the agreed terms and prices shall be agreed by the sales manager in advance, and the sales manager shall guide the negotiation process.
5. Any special expenses required by customers (such as marketing expenses and temporary employment expenses, etc.). ) Only the sales manager agrees can you agree.
6. In what form to pay special expenses, you must ask for instructions from the company's leaders before you can do it. If losses are caused in violation of regulations, the responsible person shall compensate for the losses.
7. After the formal sales contract is formed, if there is no justifiable reason, the sales office shall organize delivery within one working day.
8. The contents of the sales outbound order issued by the sales office should be detailed and accurate. Losses caused by incorrect or incorrect billing contents shall be borne by the sales office.
9. The sales office shall properly keep the user's receipt voucher or delivery voucher and shall not lose it. Invoices issued to users and cheques and drafts withdrawn shall be registered and collected. All contracts, accounts and lists with users should be classified and stored, and salesmen are not allowed to keep them privately.
10. All outbound applications and invoice applications shall be filed in time.
1 1. The sales office should know the payment situation from the finance department every day, and deal with the problems found in the payment process in time to prevent mistakes and bad debts.
12. For checks, acceptance bills and bank drafts received, the sales office shall submit relevant bills to the Finance Department for signature on the same day.
13, the salesman should check the current accounts with customers at the end of June and 12 every year, and report the results to the sales manager and notify the company's finance department.
14. For the on-site after-sales service problems that cannot be solved, the salesman shall report to the sales manager in time, and the sales manager shall apply to the company's competent leader for coordination and solution.
15. Before the 5th of each month, the sales office will compile all the original numbers of the sales contracts at the door of the department 1 month.
16, the business department must timely and accurately report the following statements according to the company's requirements.
1) Weekly work arrangement
2) Monthly work plan
3) Weekly sales statistics
4) Monthly sales statistics.
5) Salesman Work Week Statistics Table
6) Statistical Table of Salesman's Work Month
7) Weekly market statistics
8) Monthly market statistics
9) Dealer procurement statistics
10) regional sales statistics
1 1) monthly summary of dealer management
12) Statistics of basic information of target customers
17, in violation of the above rules and regulations, depending on the seriousness, impose a fine of 10- 100 yuan.