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1、A Promotion Designed to Promote the Sales of Zhengyue ShopSubmitted by (Zhong Rui)Student ID number (W2002A2501B0006)Supervised by (Xiao Pengbo)A paper submitted in fulfillment of the requirements of the degree of Bachelor of ArtsThe Institute of Online EducationBeijing Foreign Studies UniversityMay
2、, 2007Draft 2中文摘要威海筝乐坊琴行创建于2004年2月，是一家个体性质的小型特色店。主要销售古筝、古筝配件并开办少儿、成人古筝培训班。由于信誉良好、服务周到，产品及教学质量过硬，两年间销售量由第一年的三十余台到第二年五十余台古筝，学员数量由最初的十多个学员到现有的近七十个学员。但随着日益激烈的市场竞争，在对本店的产品和服务方面的宣传促销显示出明显的不足。两年多来的保守经营，守株待兔的销售方式使本店的知名度十分有限，一直以来忽视了市场推广的重要性使得新采取一系列措施来充分推广本店的良好品牌形象，社会知名度，提高市场占有率都势在必行。从市场销售的原理与实践来看，促销能促进产品销售，发
3、现有利的市场机会，提高企业的竞争能力。本论文通过设计一个市场促销计划，采取一系列促销手段来提高琴行的销售及招生能力。我作为此琴行的创办人和主要负责人设计了此次市场推广计划。本论文前期通过对客户的分组问卷调查、员工绩效考核分析、SWOT分析、集思广益法，与同事的自由讨论等调研方法确定了此次提高管理计划的目标方向。在中期的计划执行过程中，通过采取店员工作日志、市场部人员日常工作计划和反馈表等检查和监测手段来确保提高计划得到了充分和正常的执行。在后期计划评估部分，本论文通过要求每位促销人员填写对执行新计划的综合意见反馈表，同时对主要客户、学员以及目标客户通过电话、电子邮件和面对面交流等形式征询对市场
4、部的推广人员的意见反馈。此项计划的设计人员最后根据员工、学员及客户的反馈意见总结出了促销计划评估报告和实施计划前后调查对比表。经过从2007年6月至7月周密的调查分析和制定切实可行的促销计划，以及实际操作中的严格执行与监测分析评估，此次促销计划得以顺利完成并取得了预期的效果。登报纸广告，发宣传彩页，组织宣传演出等等活动在一定程度上提高了市场知名度，增加了琴行的销售量和业务量。通过此次改善管理现状的计划的实施，我们强烈地意识到，仅靠一次短期的促销计划是不能让我们一劳永逸的。随着社会、市场和企业自身的不断变化发展，不断的调整改善促销方式是企业得以不断良性发展扩大的重中之重。市场机遇是无限的，分阶段
5、随时调整好促销方式，充满信心的准备迎接机遇的到来。AbstractThis BA degree paper presents a detailed report of a project implemented to solve the problem of the sales decrease of Zhengyue Shop the first quarter of 2007. Zhengyue Shop, which founded in February, 2004, sales Zheng, a kind of Chinese traiditional musical instrum
6、ent and affords the service of training courses of playing Zheng. Based on the hypothesis that good sales promotion can make the product and service be known and accepted by more people. Scientific research methods of customer survey, such as telephone, email and face to face interviews, Employee Pe
7、rformance appraisals, questionnaires, brainstorming and SWOT analysis were used in the identification and analysis of our problems. Communicative method of on-the-job staff training for customer services were also adopted in the design, implementation and evaluation of the project. With the efforts
8、of all project members, we achieved our goal successfully. Our product and service is known by more and more people. The results of the project prove that a promotion project can provide perfect opportunities to make our product and service be known by more people and our business more prosperous in
9、 todays competitive environment.Table of Contents Page. Introduction. Project rationale and Project Hypothesis.1. Project rationale2. Project Hypothesis. Problem analysis.1. Current Business Situation.1.1 Financial Resource1.2 Human Resource.1.3 Physical Resource1.4 Social and Political Environment.
10、2. Needs and Wants Analysis.2.1 Needs Analysis of the Customers.2.2 Needs Analysis of the Employee. 3. The SWOT Analysis . Project Design.1. Project Design.2. Planning of Activities.2.1 Activities Planned to Take Place2.2 Time-scale of Activities.2.3 People Involved and Their Responsibilities.2.4 Co
11、st Analysis.2.5 Plan for Monitoring and Evaluation of the Project2.6.1 Monitoring Plan2.6.2 Evaluation Plan.3. Risk Analysis3.1 The potential risks Analysis3.2 Protective Measures to be Taken. Project Implementation and Monitoring1. Project Implementation.1.1 General introduction of time, place of p
12、roject implementation1.2 The working steps of implementation. 2. Monitoring of Project. . Project Findings and Discussion 1. Results of Improvement Project Evaluation 2. Data (Results) Analysis2.1 The previous Problem Analysis. 2.2 Records of the Implementation of Project.2.3 Customers feedback.2.4
13、Survey of Employees work Performance. 3. Results Discussion. ConclusionBibliographyAppendix 1: The Project FrameworkAppendix 2: Activity Flow chart with time-scale.Appendix 3: The Project Progressive checklist.Appendix 4: Project Managers Diary.Appendix 5: Project Members Daily Feedback Form.Appendi
14、x 6: Employee Performance AppraisalAppendix 7: Promotion Project Evaluation Report.Appendix 8: Comparison of Degree of Satisfaction by our Customers.IntroductionWeihai Zhengyue Shop, founded in February, 2004, enjoys a good reputation in the specialty field of Guzheng sales and the Children and Adul
15、ts Guzheng playing training. GuZheng is a kind of Chinese traditional instruments, which obtains many peoples enjoyment, especially these two decades in many cities of China. However, with the more and more marketing competition appearing, the shop has encountered the sales problem this year. Accord
16、ing to the financial report on the first quarter of this year, it is the high time for us to take effective actions to tackle the problems.As the general manager of the shop, I want to find an effective way to solve the problem, I read several articles for reference. The article Sales Promotion by P
17、auline Douglas gave me much guidance. According to Pauline Douglas “Sales Promotion is fundamentally about developing relationships with a set target audience to improve the sales of a new or existing product or service.” “The challenge of Sales Promotion is to influence and modify a consumers purch
18、asing habits by developing the perception, familiarity and trust around a new product or service. The objective is the gaining of new and repeat customers.It is considered that if a consumer is introduced to a product or service three times, they will have gained enough familiarity to trial a produc
19、t or service. It is further considered that if a consumer purchases a product or service three times, they will have gained the trust to integrate the product or service into their regular buying habits.” he adds.So I clearly realize that a project of sales promotion is very important to our shop. I
20、 should set up a sales promotion plan publicize our shop. The methods used to analyze the problems include interviews, face to face discussion, brainstorming and SWOT analysis. The theoretical bases of the methods could be found in Practical Business Project and Proposal Design (John Hilton). The pr
21、oject objectives are decided based on the analysis of the business and the study of related theories. The decision making has taken into account the internal factors like time, financial, physical and human resources, as well as the external factors like social, political, and economic environment t
22、hat may affect the project.The project was planned to be implemented in January of 2007 with the participants of seven. The projects goal is to promote our shop so as to meet customers needs and improve the sales. The paper will use a series of tools designed to obtain the results of the project. Th
23、ey include Project Progress Checklist, Project Managers Diary. Project Members Daily Feedback Form, Employee Performance Appraisal Form, and Course Evaluation Reports.This paper believe that good promtion is the vital basement for any organization. The paper is also in the hope of finding an effecti
24、ve approach in marketing promotion through the design and implementation of this project. Project Rationale and Project Hypothesis1. Project RationaleTo get well prepared both theoretically and methodologically for a project aimed at marketing promotion of the shop so as to win the customers needs,
25、this paper has reviewed a significant amount of relevant literature.Apart from Sales Promotion by Pauline Douglas that sales promotion is very much a social science, that takes into consideration that humans are fundamentally creatures of habit, and will take a new product or service into their live
26、s based upon the following principals:a. Introduction b. Perception c. Familiarity d. TrustBased on the above theoretical study of the plan, this paper decided to use the way to fulfill the goal of marketing promotion. Besides, the paper has also reviewed several books on customer service and finds
27、that Module 2 on the customer of World Class English for Business book 1 (Business English Course Editing Team, 2001) is very helpful.On this Module, it is pointed out that the success of a project to gain market competition need for good sales promotion policy and promotion way. The shop is custome
28、r-centered and all the staff has the idea the customer satisfaction is vital for our business. Furthermore, the improvement of customer service is always emphasized and highlighted in the promotion policy. Therefore, when the shop found a project designed to promote the sales of the shop is very nec
29、essary problem, they knew that actions have to be taken to change the situation. And that is way the project budget for carrying out a one-month project got immediate support and approval.Moreover, the book World Class English for business Book 2 (Business English Course Editing Team, 2001) also men
30、tioned that a good customer service policy depends on knowing what the customers want and how they feel about the service. Questionnaires face to face interviews, customer surveys, etc. are the ways suggested to obtain customers information. In order to achieve the project objectives successfully, m
31、uch time will be spent on finding out what the customers or staff think of the improvement project before it is put into action. The will be arranged in a face-to face discussion with the staff about their needs and wants in the second step of the project. Moreover, in the third step when deciding o
32、n the training topic and relevant materials, it is necessary to get the staff involved in the process. In the last step when finishing the project, a follow-up survey will be taken among staff to get their evaluation on the project. The follow-up survey may be taken in the way of face-to-face interv
33、iews or through a written questionnaire that is also base on the rationale of this book. 2. Project Hypothesis Based on the study of theories and measures related to staff performance management and customer service, this paper comes with a hypothesis for the project. It is hypothesized that improvi
34、ng staff performance management will guarantee high-quality customer service and also one of the means to achieve the shop promotion. Problem analysisTo have a clear picture of the shops problems, this paper carried out a problems analysis of the shops business situation, the needs and wants of cust
35、omers and the staff, and a SWOT analysis.1. Current Business Resource1.1 Financial ResourceThe shop has kept a profit growth for the whole year in 2006. But in the first quarter of 2007, the profit growth was not as good as expected. The situation was not encouraging. In order to tackle this problem
36、, this paper decided to spend a two-month project to do the marketing promotion of the shop. The proposed project cost was as follows: Advertising RMB 2000.00 Printing brochure RMB 4000.00 Making Sign board RMB 1500.00 Organizing performance RMB 3000.00 Buying T-shirts and print logo RMB 2500.00 Tot
37、al Cost RMB 13000.00The sources of the funds mainly come from the profit of last year.1.2 Human ResourceOur shop a total staff of 5 people. Three of them are teachers who give training lessons of playing Zheng to our customers. Another two are the shop assistants who give consultant to coming people
38、 about buying Zheng and attending training courses. We are going to hire one more staff to take charge of public promotion and let more and more people know our shop.1.3 Physical RsourceOur shop is located on the side of the main street of downtown and occupies an area of 60 square meters. The shop
39、is mainly to offer reception to people who are interested in zhengs training and showing all kinds of Zheng for sale. The training center of our shop is located on the 10th floor of Huayu mansion on another main street of downtown. The sign of the centre is not clear enough for people to find. So, t
40、o change a bigger and showy sign board at downstairs of the mansion is very urgent.1.4 Social and Political EnvironmentWith the improvement of Peoples living standard, the spirit demands of people in various ages are increasing. Parents hope their kids to grasp the playing techniques of one kind of
41、musical instrument. Adults wish to be able to play the musical instrument to kill spare time and make their dream of childhood into true. The normal leisure way of shopping, watching TV, surfing on the internet, singing in KTV and listening to the music cant satisfy people now. They hope to try to o
42、wn one piece of Chinese traditional musical instrument and learn to play it by themselves.So, a project to let more and more people to know the instrument and our shop and arouse their interest to join us will be very significant. 2. Needs and wants analysis2.1 Needs Analysis of the shopIn order to
43、get a clear idea of our shop, three focus groups were organized. The focus groups were as follows:possible customers in future our old customersprofessional people in the same fieldAll three groups were actively involved in the discussion of issues related to the following aspects:How do you first k
44、now our shop?Which way do you often get information from?How often do you visit our shop?How do you fell each time you visit the shop?Why did you choose our product and training courses?Whats your opinion about our promotion plan?The results of the group interviews are as follows:First know our shop
45、 from the sign of the shop, but the sign is not obvious enough.Newspapers advertising, demonstration board in public and colorful brochure scattered in public are the usual way to get information.Our products and training courses are very good but not many people know our shop and they have other ch
46、oices when want to buy a piece of Zheng or choose the training course.More public gathering should attend to let more people know us.2.2 Zhengs Market ProfileThere are about six shops sell zheng and provide training in the city, which also sell other musical instruments. Compared with these shops, our
