某公司市场部工作总结及工作计划

市场,部,2015,年工作总结及,2016,年工作计划,市场部：牛犇,2016,年,1,月,5,日,目录,201,5,年,1-12,月数据分析（展厅数据、竞品数据）,1,201,5,年,1-12,月网络数据、微信数据,2,201,5,年,1-12,月广宣投放、活动汇总、费用明细,3,2015,年总结和,2016,年工作计划,4,201,5,年,1-12,月数据分析（展厅数据、竞品数据）,1,201,5,年,1-12,月网络数据、微信数据,2,201,5,年,1-12,月广宣投放、活动汇总、费用明细,3,2015,年总结和,2016,年工作计划,4,月份,1,月,2,月,3,月,4,月,5,月,6,月,半年总计,集客量（,目标,）,612,282,388,530,729,518,3059,集客量（实际）,517,295,698,783,889,475,3657,留档量（,目标,）,520,240,330,450,620,440,2600,留档量（实际）,441,236,615,687,777,433,3189,一次进店（,目标,）,416,163,245,353,488,353,2018,一次进店（实际）,352,222,523,471,586,300,2454,总销售台次,51,30,43,51,73,54,302,展厅销售台次,38,21,30,41,54,48,232,展厅留档率,85%,80%,88%,88%,87%,91%,87%,展厅成交率,8.6%,8.9%,4.9%,6%,7%,11.1%,7.3%,展厅,数,数据,通过,数,数据,得,得知,：,：,2015,年上,半,半年,除,除,1,月和,6,月外,，,，其,它,它各,月,月集,客,客均,已,已完,成,成目,标,标，,上,上半,年,年集,客,客目,标,标也,达,达到,较,较理,想,想状,态,态！,其,其次,，,，除,2,月外,各,各月,留,留档,率,率达,到,到年,初,初定,制,制的,85%,目标,，,，但,整,整体,成,成交,率,率没,达,达到,年,年初,定,定制,10%,的目,标,标，,有,有待,提,提高,！,！,月份,7,月,8,月,9,月,10,月,11,月,12,月,全年总计,集客量（,目标,）,447,470,612,624,588,447,6247,集客量（实际）,717,1025,572,826,747,936,8480,留档量（,目标,）,380,400,520,530,500,380,5310,留档量（实际）,628,926,495,718,649,789,7394,一次进店（,目标,）,290,317,416,425,415,319,2018,一次进店（实际）,464,668,351,576,508,688,5709,总销售台次,48,54,78,36,53,58,629,展厅销售台次,43,47,68,31,50,52,483,展厅留档率,88%,90%,87%,87%,87%,84%,87%,展厅成交率,6.8%,5%,13.7%,4.3%,7.7%,6.6%,7.6%,展厅,数,数据,通过,数,数据,得,得知,：,：,2015,年下,半,半年,除,除,9,月外,，,，其,它,它各,月,月集,客,客均,已,已完,成,成目,标,标，,下,下半,年,年集,客,客目,标,标也,达,达到,较,较理,想,想状,态,态！,全,全年,展,展厅,留,留档,率,率完,成,成年,前,前制,定,定的,85%,目标,，,，展,厅,厅成,交,交率,7.6%,未完,成,成年,初,初制,定,定的,10%,目标,。,。,展厅,数,数据,月份,1,月,2,月,3,月,4,月,5,月,6,月,半年总计,状态,2014,年集客量,357,274,638,497,391,366,2523,同比增长,45%,2015,年集客量,517,295,698,783,889,475,3657,2014,年留档量,207,205,470,358,321,275,1836,同比增长,74%,2015,年留档量,441,236,615,687,777,433,3189,2014,年成交量,29,17,20,33,45,25,169,同比增长,79%,2015,年成交量,51,30,43,51,73,54,302,2014,年留档率,58%,74.8%,73.7%,72%,82%,75%,73%,同比增长,19%,2015,年留档率,85%,80%,88%,88%,87%,91%,87%,2014,年成交率,14%,8.2%,4.2%,9.2%,14%,9%,9.2%,同比减少,21%,2015,年成交率,8.6%,8.9%,4.9%,6%,7%,11.1%,7.3%,通过,数,数据,得,得知,：,：,2015,年上,半,半年,同,同比,2014,年上,半,半年,集,集客,、,、留,档,档、,成,成交,台,台次,方,方面,都,都有,大,大幅,度,度提,高,高！,展厅,数,数据,月份,7,月,8,月,9,月,10,月,11,月,12,月,全年总计,状态,2014,年集客量,422,601,479,469,499,513,5562,同比增长,52%,2015,年集客量,717,1025,572,826,747,936,8480,2014,年留档量,326,512,415,416,433,433,4371,同比增长,69%,2015,年留档量,628,926,495,718,649,789,7394,2014,年成交量,34,24,41,41,55,61,425,同比增长,48%,2015,年成交量,48,54,78,36,53,58,629,2014,年留档率,85%,87%,89%,86.8,84.4,79%,85%,同比增长,2%,2015,年留档率,88%,90%,87%,87%,87%,84%,87%,2014,年成交率,10%,5%,10%,10%,13%,14%,9.6%,同比减少,11.5%,2015,年成交率,7.6%,5.8%,15.8%,5%,8.2%,7.4%,8.5%,通,过,过,数,数,据,据,得,得,知,知,：,：,2015,年,全,全,年,年,同,同,比,比,2014,年,全,全,年,年,集,集,客,客,、,、,留,留,档,档,、,、,成,成,交,交,台,台,次,次,方,方,面,面,也,也,有,有,大,大,幅,幅,度,度,提,提,高,高,！,！,成,成,交,交,率,率,由,由,2014,年,的,的,9.6,降,低,低,为,为,2015,年,的,的,8.5,，,同,同,比,比,降,降,低,低,11.5%,，,一,一,方,方,面,面,说,说,明,明,消,消,费,费,者,者,理,理,性,性,消,消,费,费,照,照,以,以,往,往,大,大,幅,幅,度,度,增,增,加,加,，,，,二,二,是,是,各,各,厂,厂,家,家,车,车,型,型,逐,逐,渐,渐,全,全,面,面,化,化,客,客,户,户,选,选,择,择,性,性,广,广,。,。,那,那,么,么,2016,年,可,可,以,以,通,通,过,过,加,加,强,强,销,销,售,售,顾,顾,问,问,销,销,售,售,技,技,巧,巧,培,培,训,训,和,和,加,加,强,强,对,对,战,战,败,败,客,客,户,户,分,分,析,析,两,两,方,方,面,面,提,提,高,高,成,成,交,交,率,率,。,。,展,厅,厅,数,数,据,据,通,过,过,数,数,据,据,得,得,知,知,：,：,2015,年,销,销,售,售,台,台,次,次,同,同,比,比,2014,年,增,增,长,长,48%,，,除,除,10,、,11,、,12,月,持,持,平,平,外,外,，,，,各,各,月,月,都,都,有,有,所,所,增,增,加,加,。,。,2015,年,前,前,期,期,规,规,划,划,较,较,好,好,、,、,外,外,加,加,上,上,“,“,春,春,、,、,夏,夏,、,、,秋,秋,”,”,三,三,次,次,大,大,型,型,车,车,展,展,的,的,销,销,量,量,猛,猛,增,增,，,，,使,使,得,得,2015,全,年,年,销,销,量,量,持,持,乐,乐,观,观,态,态,度,度,！,！,竞,品,品,销,销,量,量,数,数,据,据,月份,1,月,2,月,3,月,4,月,5,月,6,月,半年总计,和利一汽大众,133,90,66,155,105,93,642,东风日产,112,82,55,129,72,120,570,一汽丰田,119,66,55,86,60,91,477,长安铃木,121,67,66,50,81,54,439,雪弗兰,128,54,61,80,50,60,433,北京现代,85,50,49,90,61,50,385,别克,91,50,48,65,43,60,357,上海大众,82,44,41,73,40,42,322,广汽本田,65,41,28,77,46,63,320,广汽丰田,51,30,43,51,73,54,302,永生一汽大众,69,32,26,47,31,43,248,东风本田,44,42,31,45,35,40,237,起亚,39,34,36,47,36,16,208,长安福特,33,32,16,40,34,21,176,奥迪,42,22,28,29,28,22,171,斯柯达,23,5,11,18,17,10,84,斯巴鲁,7,11,13,11,8,10,60,竞,品,品,销,销,量,量,数,数,据,据,月份,7,月,8,月,9,月,10,月,11,月,12,月,全年总计,和利一汽大众,111,114,134,152,164,221,1538,东风日产,62,100,130,85,140,288,1375,一汽丰田,62,75,100,101,110,130,1055,长安铃木,51,58,40,29,26,49,692,雪弗兰,40,36,80,66,65,94,814,北京现代,41,57,72,36,61,114,766,别克,46,46,82,46,88,112,777,上海大众,41,57,68,36,43,55,622,广汽本田,40,28,50,46,89,79,652,广汽丰田,48,54,78,36,53,58,629,永生一汽大众,53,26,31,29,9,33,429,东风本田,43,40,73,35,51,59,538,起亚,20,42,62,45,75,95,547,长安福特,30,28,39,25,40,54,392,奥迪,23,24,34,41,35,57,171,斯柯达,12,9,20,15,18,19,84,斯巴鲁,14,7,20,9,15,20,60,竞,品,品,销,销,量,量,数,数,据,据,竞,品,品,销,销,量,量,数,数,据,据,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,总计,凯美瑞,14,2,6,19,27,15,11,17,18,7,9,7,152,迈腾,16,7,8,23,10,11,24,17,15,30,11,14,186,雅阁,22,22,15,26,18,14,7,7,26,17,174,天籁,6,3,10,10,5,10,5,7,9,2,5,13,85,帕萨特,11,7,9,5,4,2,5,4,8,8,5,4,72,注：迈腾数据由和利一汽大众提供不包括永生一汽大众,通,过,过,数,数,据,据,得,得,知,知,：,：,虽,虽,然,然,雅,雅,阁,阁,数,数,据,据,截,截,止,止,到,到,10,月,份,份,但,但,销,销,量,量,已,已,是,是,174,台,，,，,凯,凯,美,美,瑞,瑞,全,全,年,年,152,台,还,还,是,是,和,和,雅,雅,阁,阁,有,有,一,一,定,定,差,差,距,距,，,，,迈,迈,腾,腾,186,台,值,值,得,得,我,我,们,们,警,警,惕,惕,上,上,浮,浮,很,很,大,大,！