基于计算机化的商品促销项目建议书Project Proposal for Product Promotion based on Computerization.doc

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1、基于计算机化的商品促销项目建议书Project Proposal for Product Promotion based on Computerization论文摘要本文是针对西安普天通讯设备厂的偏远地区的小门数天线的销售不畅和新产品的市场定位不准的问题，希望通过改进落后的市场调研工具(微机系统)来改善产品的销售。我作为市场部的调研分部的副经理，对于当前老产品落后无人问津和新产品销售不畅导致的近期销售业绩急剧下降的现状，提出了通过改进市场部的微机系统（即：安装新的分析工具软件和购置较好的微机）来提高市场调研的准确性，使先前的粗放的估计和随机性的产品市场定位得到极大的改善，从而改进新老产品市场定

2、位的准确性并大幅度的提高产品的销售业绩，我们决定于本年度4月到6月安装电脑系统，然后对员工进行为期6周的电脑培训和市场调研数据采集和分析的工具包的使用，使市场调研的员工可以使用先进的工具来进行市场调研数据采集和趋势的分析从而极大的提高产品定位的准确性，在下半年我们预期产品的销售业绩与前期相比可以提高5成。本项目的目的是提高市场调研的准确性， 通过使用先进的电脑系统使市场调研的员工可以对采集的数据进行科学和准确地分析以提高产品的定位的准确度，对员工进行6周的电脑和软件工具使用培训，以便他们使用最先进的工具进行市场分析，在准确定位的同时从而提高产品的销售业绩，达到产品定位准确，了解顾客的偏好和对产

3、品的要求，准确地做出产品的市场定位。这样，不仅销售可以大幅度提高，同时生产工具也得到了极大的提升，从而达到了良性的循环，即工作环境和工具的提升以及产品的销售畅通的良性循环，也提高了公司的整体水准，使之成为一个较现代的生产企业， 摆脱了老的国营生产企业的旧印象，从而以一个崭新的形象示人。关键词：市场定位市场调研 准确性 销售业绩 良性循环Abstract We are a state-owned enterprise specializing in manufacturing microwave antennas (receiving TV signals) of various sizes m

4、ainly being installed in the rural area. I am an assistant manager of marketing research group in the marketing department. The problem we facing now is the rough marketing trend assessment and wrong decision on production of our old products and newly-designed products, and it has resulted a dramat

5、ic sales decaling in recent several years. And it has produced a badly working moral and because of that, the company leader badly need the change on this situation. Therefore we, as a responsible department, want to buy some new computers to replace the old ones and installing advanced software ont

6、o the PC so that we can use the advanced software to deal with the marketing analysis to provide the accurate data and analyzing it to help the decision maker to do the right decision on the products promotion. We want to installing new PC and then conduct a 8 weeks training course including the bas

7、ic knowledge of PC usage and the using method of new software. Based on the training, we hope the staff will deal with data we collected to do the right analysis on the products promotion. And finally, we want the sales will be increased by 50% by the end of this year comparing with previous year. W

8、e believe after the training period and trail period we will definitely achieve the good results, the obvious and definite result is to increase the sales by 50% within the half year. Meanwhile, we hope to increase the working efficiency of marketing department, and at the same time to greatly upgra

9、de the working moral of our department. And we hope to change the old-fashioned state-owned company into a modern one. Hopefully, we will achieve all these objectives by our good cooperation.Key words: marketing research, sales, products promotion, working efficiency, working moral.Table of contents

10、Page1.Introduction- 12. Problem and Problem Analysis-22.1 Problem - 2 2.2 Problem analysis -2 2.2.1 Companys current situation -2 2.2.2 Needs and wants analysis -3 2.2.3 SWOT analysis -43.Project Objectives and Project Hypothesis -6 3.1 Project Objectives- 6 3.2 Project Hypothesis -64. Project Ratio

11、nale -75. Project Design -75.1. Planning activities -75.1.1 Activities with time-scale-75.1.2 People involved and responsibilities -95.2. Costing-95.3. Risks analysis-105.4. Management and control-116.Project Implementation -116.1. General introduction of time, place of project implementation-116.2.

12、 The working steps of implementation-126.3. Monitoring-127.Project Findings and Discussion -137.1.Results-137.2.Discussion-148. Conclusion -15Bibliography-15Appendix I: OJT reaction worksheet -16Appendix II: Training course evaluation report -17Appendix III Signature sheet of the training course-18P

13、roject Proposal for Product Promotion based on Computerization1. IntroductionWe are the state-owned enterprise specializing in manufacturing of microwave antennas (receiving TV signals) of various sizes mainly being installed in the rural area. The problem we research is the wrong decision on our pr

14、oducts promotion resulting in a bad sales in recent years. In the previous days, our decision makers only made the decision on the products promotion on the personal experience, this experience has led us into a dramatic decaling in sales in recent years. In this case, we decided to install the new

15、computers and software to help us to do the marketing research and to better support us in products promotion area from this year. This project includes two period which is training period (8 weeks) and trail period (4 weeks) and the detailed explanation are as followings:This project is to replace

16、the old poor system with the new computer and software in the April of this year, and then conducting the training and investigation of the training and trail period to see its effectiveness on the real job, these advanced system and software will greatly improve the overall condition of the marketi

17、ng department such as working efficiency working moral and even the communication among colleagues. Our staff in marketing department can use the new software to deal with the data they collected to analyze the marketing and to better support the decision maker to make the right decision on marketin

18、g and to help the products promotion greatly. and which will produce a greatly increase in the sales. We plan to use 8 weeks to train our marketing staff to use new software to do data analysis and marketing research to help on products promotion, and based on these movement, they will provide the d

19、ecision maker with a strong support on making marketing decision, at the same time to increase the sales greatly in a short period of time. We believe, after the training period, we will definitely achieve the good results, the obvious and definite results being increasing the sales to 100% within t

20、he one year. and meanwhile we hope to increase the overall working condition and efficiency of our department, and therefore to upgrade the working environment of the whole company, and the terminal goal of us is to change the old-fashioned company into a modern one. Regarding to the researching met

21、hod of the project. We will investigating the satisfaction degree of the training course, and then we also will conducting the survey to know the real effectiveness of the project on the real job. For these purposes, we have made two survey questionnaire (see appendix I and appendix II). From these

22、questionnaire we can collect the data, and then we can analyze the quality of the training and test the real effectiveness of the whole project. Hopefully, we will achieve all these objectives in the near future by our good cooperation and team work. On this point of view, we also believe that after

23、 implementing this new system we can obtain the good working environment and condition within our department and to encourage marketing staff to gain more knowledge by using its on-hand intranet and internet system, and to enlarge the knowledge of our staff to help on the marketing research, and at

24、the same time to better increase our communication and interaction with each other to avoid the bad working environment and low working efficiency and creating more efficiency working environment and a modern and promising image of our company. 2. Problem and Problem Analysis2.1 Problem The problem

25、we facing now is the dramatic decaling in sales in our company in recent years. As you can see form abovementioned introduction, we used poor system which can not doing the marketing research work and obviously, it can not provide the decision maker with the accurate marketing data research to do th

26、e marketing decision, in this case, we want to install a new system to replace the old poor system to deal with our marketing research job.2.2 Problem Analysis2.2.1 Companys current situationThe antenna industry has been on decaling for several years, in our company, when the amount of antenna sold

27、was only 200 in the past 6 months, the situation of which is very embarrassing compared with the past figures. Other brands, as I know are facing the same dilemma as ours. Due to this big pressure of the sales decaling, the new series of small-size antenna has finished her process of research and de

28、velopment and is going to be launched within the two months. By cooperating with the staff in my and other departments, we decide to propose a training program and installing new software and PC to handle this situation. I believe we will soon getting out of the difficult situation and to establish

29、a promising marketing share for the new antenna series. The rough budget for promotion of the new series will be RMB80, 000, which might be regulated in the final proposal.- Financial resourceWe decided to use our Financial Department to monitor and control our cost on the project and the on-hands r

30、esource we can get from the financial respective including fee we will have to use to buy software and PC and the fee on installing the system and the fee we have to pay to the trainer to train our staff to use the new computer system and software and of course the training material the trainee get

31、in training course.- Physical resourceThe physical resource we can get for support in the training course implementation including 15 sets of new computers and a training room which can hold 30 people and a 2 sets of projectors, a notebook computer and a whiteboard and some print paper, free drinkin

32、g water and a laser copier and of course the experienced trainer. 2.2.2 Needs and wants analysisThe needs and wants analysis including the needs analysis of the trainees, understanding the needs of trainees will benefits us by understanding the trainees feeling to the training course and will help t

33、o improve the quality of training course and creating the proper training pace and content teaching to the trainees and then to better support the trainer in teaching.The trainee is the user of the new software of the computer, what they need is to know how to use this system, how to implement the s

34、oftware and how to use it skillfully to deal with the real job. If there is any wrong with the system, they can handle to fix the minor problem occurred in using the machine and make sure to maintain the computer in a good working condition in the most of time, and to assure that there is no big bre

35、akdown in the machine by using it in a correct way, and finally, to avoid any faulty may happened. All these means that you can use it properly and you are a qualified user or trainees. 2.2.3 SWOT analysis To better understand the current situation so as to solve the problem described above, we carr

36、ied out a SWOT analysis of the situation, including our strength, weakness, opportunity and threats. Our conclusion is drawn as followings:Strengthl Our company has a high reputation in the nationwide.l Our antenna always has a high quality and low costing in a industry. so its price is a strong poi

37、nt compared with the other company.l There are different colors and shapes for customers to select their favorable styles.l Staff in our department, having rich experience in introducing the antenna to different customers, They are well trained on introducing the using way of antenna, Our work team

38、are real effective and helpful. l We enjoy the latest antenna design technology which can keep our pace with the latest marketing needs as soon as possible.l The management team in our company are well trained, highly experienced, cooperating well with each other.l Our service is satisfying most of

39、the time. The consultants and the sales representatives are enthusiastic, friendly and skillful on products presentation and they can handle complaints most-effectively. l We have a strong team consisting of professional engineers, managers with rich experience, polite sales persons, etc.l We have t

40、he advanced office equipments such as intranet copy machine , fax and website etc. and we subscribed the technical journal for our staff to study related knowledge to support on their work.Weaknessl Our company is located in the city Xian but the customers of us are mostly in the rural area or small

41、 towns, which is not very handy for them to come to the company.l The antennas we developed are mostly in the needs of the small or middle sized antenna which can not be used in the big city. l The size of our company is not very large, which means the budge for promotion of antenna would be relativ

42、ely limited, which perhaps ranges from RMB 80, 000 to RMB 90, 000. l Due to the size of our company, the working staff in the Marketing Department has only 7 persons, including a head of marketing and 6 marketing executives.l Our main customers are Chinese .It seems difficult for us to expand our market of the new products to foreign customers, because it seems no needs on doing so in the recent near future.l The new series antenna, has its attraction among its target customers. However, some potential customers wouldnt get