Palm Springs Marketing Department Work Plan

Recruitment: According to the market plan, the planning and health commissioner will be in place by October at the latest, and the media will be in place by November at the latest, to adjust the order and save company resources.

Corporate culture: The manpower, the market, etc. propose a draft of the corporate culture, which is integrated and confirmed by the senior management. Corporate culture is at the heart of market work.

Company logo: On the basis of the confirmation of the corporate culture, the planner design logo, and the three logos designed by the previous marketing department, are submitted to the senior management for confirmation.

Vi system: After the logo is confirmed, start the design of the vi system, and submit multiple drafts from various forms such as basic and application.

Website construction: The function of the previous website and the copying of the website began to be planned. After the confirmation of the vi basic system, the website design and construction will be fully started.

Market customer research: The preparatory work for the previous competitors began in September, including the confirmation of research items, which need to be confirmed with the relevant departments . After the market personnel were in place, they carried out their own division of labor and completed the project in mid-October.

Booth meeting: Based on the confirmation of the basic system of vi, design the company's booth style, attend the a4m meeting at the end of October and set up the booth construction work.

11 years of market planning: After the market personnel are in place, they will be familiar with the market in the survey and gradually start the planning of the market plan for 11 years.

Opening Ceremony: This is the top priority. After the market personnel arrive, they will start planning and submitting plans and budgets to the company for review. After the program is confirmed, the internal internal drills, the later rehearsals, the preparation of press releases, etc., the marketing department is responsible for organizational planning and supervision. This work involves the invitation of the media, journalists, and personnel. It is recommended to use external public relations forces.

First, the focus of work: night exchange between hotels

1. Signing target:

One sign is signed each week, and a total of four are signed each month. From September to December, a total of 16 contracts can be signed for four months.

2. Signing memo:

1) Choose to sign a city and hotel with a plan, and keep abreast of the city's customs, information about the hotel, hotel features, etc.

2) Each hotel will sign at least 1 year and strive for 2-3 years to increase the validity of the contract.

3) Screen out 1-2 hotels that intend to join and cooperate for a long time as strategic partners and focus on training and development.

4) Expand the signing area and highlight the effectiveness, sustainability and leisure resort of the contract.

3. Signing destination:

According to the three types of cities and resorts proposed by the General Manager:

a. A unique holiday resort with pure scenery, such as Yunnan, Wuzhen, Jiuzhaigou, etc.;

b. First-tier cities: Beijing, Shanghai, Guangzhou, etc.;

c. Walking in the forefront of the city: such as Hainan, Shenzhen and so on.

4. Telephone development and field negotiations complement each other and complement each other.

1) The phone is just a stepping stone. Considering the regionality and particularity of the cities where our two hotels are located, if we want to establish long-term effective cooperation, we must combine with the actual development to improve the accuracy, validity and continuity of the contract. To lay a solid foundation for the long-term franchise and cooperation. According to the corresponding communication situation, the key customers who have signed the contract can be selectively concentrated for a period of time, and the concentrated areas will personally inspect, negotiate and sign the contract, and submit the investigation and signing in a timely manner in the form of a report.

2) Implementing the expansion concept of “please come in, go out” proposed by Yin Zong. Going out is not only the breakthrough and space for the development of Pengda Resort itself, but also the broadening and upgrading of the overall vision, and the expansion of the Pengda Group holiday industry. Strong and strong backing. Please come in as an effective supplement to go out, and also build a bridge for customer communication, providing each other with a platform to learn more about our Penglai cultural landscape and the Pengda Group.

5, the current customer reflects more common problems

1) Penglai and Wuzhen are relatively weak in the holiday hotspots, and their popularity is not very high. Many hotels are not very interested in these two cities: as a holiday is not the first choice, as business is not easy to choose. All of the customers are looking to stop.

2) Penglai and Wuzhen two hotels are too low level, can only be considered as three-star, and as the image of the resort hotel endorsement hotel, the hotel's hardware facilities, software services, the corresponding leisure and entertainment facilities lag, making us endorsement hotel Not only does the resort not have the advantage, but it is at a disadvantage, and many hotels in the resort city will not easily choose our hotel.

3) Although it is possible to publicize Beijing's five-star hotel, Huangshan Hotel, Anji Hotel, Long Island Hotel, etc., customers are conservative, because the other party now needs us to provide hotels that can be exchanged immediately.

4) At present, the number of hotels in the Pengda system is not enough, especially if there is no consideration for first-tier cities and resort cities, so the range of advantages that the other side can choose is not wide enough.

5) The South Hotel is not in a hurry to cooperate because the other party is now in the peak season and the hotel occupancy rate is very high, so the night exchange will not be considered for the time being.

6) Most of the hotels we are interested in are not very interested in us, mainly reflecting the level of the hotel and the overall package, including the group and hotel website promotion and our industry wants to go far.

Second, other work

1. Develop the long-term and short-term goals of the telephone department and formulate corresponding implementation plans.

2. Recruitment and training of customer service personnel and development personnel, and cultivate a group of backbone forces.

3. The implementation of member service work is carried out one by one, continuously enriched and improved.

4. Develop a complete set of customer service personnel recruitment and training processes, including company introduction, on-the-job training, on-the-job training and assessment.

5. Summarize, analyze, and organize the expansion work of night exchanges between hotels and form a complete expansion system.

6. Inviting programs and specific implementation of professionals in the holiday industry.