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Part 1: Model text of enterprise market promotion
The "Ten Thousand Villages and One Thousand Towns" market project of the Ministry of Commerce undertaken by Qingdao Chunming Shenlu Logistics Co., Ltd. is a livelihood project, which is of great significance for promoting the construction of a new socialist countryside and promoting the development of a new socialist countryside. Jiaozhou Local Taxation Bureau and Qingdao Chunming Shenlu Logistics Co., Ltd. have formed a tax publicity partner, and tax enterprises have jointly carried out tax publicity activities. With the help of the broad publicity platform provided by Chunming Convenient Supermarket, whose sales outlets cover the vast urban and rural areas of Shandong, it has improved the participation of the masses and delivered the tax publicity content directly to the consumers, Educate the awareness of tax payment into the hearts of consumers. At the same time, by improving the popularity of the company, we will accelerate the construction of the livelihood project, and let the tax department make due contributions to promoting the construction of a new socialist countryside. from enterprise From the point of view, some consumers will deliberately look for and choose the products of the enterprise because of the incentive scheme, thus improving the enterprise's popularity, increasing sales, reducing marketing costs, and more influential, more economical, and more effective than other traditional promotional methods.
This article combines the practice of the tax enterprises to jointly carry out tax publicity activities market To discuss the operation of the system.
1、 Taxes propaganda Practice of market-oriented operation
Taking the opportunity of the 17th "Tax Publicity Month" in China, Jiaozhou Local Taxation Bureau has formed a tax publicity partner with Qingdao Chunming Shenlu Logistics Co., Ltd., and the tax enterprises have jointly carried out tax publicity activities to achieve a strong alliance. By adopting various forms of publicity, it creatively realized the cooperation between tax enterprises and the interaction between tax collection and payment, ingeniously expanded the publicity platform, expanded the publicity scope unprecedentedly, and significantly enhanced the publicity effect. At the same time, the tax department also saved more than 100000 yuan of publicity funds and a lot of manpower and material resources.
The publicity activities jointly carried out mainly include: Jiaozhou Local Taxation Bureau's award-winning tax collection publicity plan, tax slogans and taxpayer's opinions and suggestions. In order to encourage consumers to collect and expand the impact of tax publicity, the incentive scheme of the activity stipulates that: a one-time purchase of more than 10 yuan will give a beautiful bookmark printed with the themes of "tax publicity month" for 17 years, and consumers who gather a set of 17 tax publicity bookmarks will receive the Collection of Local Tax Laws and Regulations in 20__ presented by Jiaozhou Local Taxation Bureau. For a one-time purchase of more than 10 yuan, you can get a free scratch card printed with one of the six words "tax, development and people's livelihood". The top 200 consumers who complete a set of scratch cards with a total of six words can get the "China Tax News" and "China Tax" of the year 20__, which are awarded by Qingdao Chunming Shenlu Logistics Co., Ltd. For a one-time purchase of more than 50 yuan, you can get a convenient poncho, umbrella or sun hat printed with the tax slogan of "tax, development, people's livelihood". By issuing convenient ponchos, umbrellas or sun hats, they can become mobile tax propaganda posts. Add stickers of "taxation, development and people's livelihood" and "taxation promotes development and development improves people's livelihood" on the outer package of Chunming series condiments. In order to encourage consumers to buy products and collect tax promotion stickers, it is stipulated that consumers who collect 10 stickers will be given a box of Chunming pickles provided by Qingdao Chunming Flavor Co., Ltd., the parent company of Qingdao Chunming Shenlu Logistics Co., Ltd.
Jiaozhou Local Taxation Bureau and Qingdao Chunming Shenlu Logistics Co., Ltd. have formed a friendly partnership for tax publicity, aiming to jointly create a good legal environment for tax revenue by introducing a typical enterprise that pays taxes in accordance with the law and in good faith. At the same time, with the help of the wide publicity platform provided by the Chunming Convenience Supermarket, whose sales outlets cover the vast urban and rural areas of Shandong, we will increase the participation of the masses, strengthen the interaction between all parties involved in tax collection, enhance the communication between all parties involved in tax collection, promote the harmony between all parties involved in tax collection, send tax publicity to the vast number of consumers, and instill tax awareness in the hearts of consumers.
This activity is the first attempt of Jiaozhou Local Taxation Bureau to introduce the market-oriented operation mechanism into the tax publicity work. Throughout the whole process from planning to implementation, the activity has always adhered to the operation mode that conforms to the market rules, and strives to achieve a new type of mutually beneficial and win-win tax publicity mode of "the widest operation carrier, the smallest cost input, and the greatest benefits". Through the planning and research of Jiaozhou Local Taxation Bureau and the organization and implementation of Qingdao Chunming Shenlu Logistics Co., Ltd. and more than 1000 Chunming supermarkets, the win-win goal of popularizing tax knowledge, improving enterprise reputation and expanding enterprise popularity has been achieved.
2、 Effectiveness of market-oriented operation of tax publicity
First, it has realized all-round innovation in the subject, carrier, content, form and location of publicity. The "Tax Publicity Month" activity has been carried out for 16 years, and its propaganda subject, propaganda carrier, propaganda content, propaganda form and propaganda place have become obsolete and lack of innovation. Therefore, it is of great practical significance to introduce a new long-term publicity model of market-oriented operation and realize the innovation of publicity subject, publicity carrier, publicity content, publicity form and publicity location for strengthening and improving tax publicity. In particular, it has changed the current situation that the propaganda place was too single in the past, which was just conducted in the streets, squares, and at the entrance of the local tax department. It has extended the tax propaganda to more than 1000 Chunming supermarkets and users of Chunming condiments, which are popular nationwide, with sales outlets covering the vast urban and rural areas of Shandong Peninsula, The tax knowledge and tax awareness were instilled in the hearts of consumers and potential taxpayers throughout the country, which made the tax publicity of Jiaozhou Local Taxation Bureau have national significance.
The second is to realize the organic combination, friendly cooperation, close interaction and mutual benefit of tax publicity and business publicity. The contents of tax publicity were sent to thousands of households through various forms of publicity, such as award-winning collection of tax publicity programs, tax publicity slogans and taxpayer opinions and suggestions, hanging of tax publicity slogans, giving of fine bookmarks for tax publicity, giving of scratch cards, giving of convenient umbrellas and sun hats for printing tax publicity slogans, and awarding of reading China Tax News and China Tax, Directly delivered to consumers, it creatively realized the cooperation between tax enterprises and the interaction between tax collection and payment, ingeniously expanded the publicity platform, unprecedentedly expanded the scope of publicity, and significantly enhanced the publicity effect. From the perspective of enterprises, some consumers will deliberately look for and choose the products of the enterprise because of the incentive scheme we designed, thus improving the enterprise's popularity, increasing sales, reducing marketing costs, and more influential, more economical, and more effective than other promotional methods.
The third is to realize the organic combination of tax culture and commercial activities. This time, the tax enterprises joined hands to form a friendly cooperative partner in tax publicity, realizing the organic combination of tax culture and commercial promotion activities, encouraging consumers' awareness of participation, and making it easier for the public to understand and remember the tax publicity content, tax culture and tax philosophy.
The fourth is to maximize the publicity effect. The launch of the first batch of tax publicity bookmarks will enable tax publicity to go to all parts of the country with the commodities of "Chunming Shenlu Logistics" and reach thousands of households, which is different from the previous publicity mode of distributing tax materials at a fixed time and place, so as to maximize the publicity effect. At the same time, from the perspective of Qingdao Chunming Shenlu Logistics Co., Ltd., this time it formed a tax publicity partner with the tax department, which played the role of "soft advertising", not only establishing a good image of the enterprise, but also expanding its own popularity and integrity; At the same time, a publicity campaign was carried out to popularize the tax law. In the process of cooperation, its organizational capacity will be improved, which can also be seen as maximizing the publicity effect.
Fifthly, it has saved publicity costs and a lot of manpower and material resources. Obviously, because the tax department and famous brand enterprises use their own advantages to "unite with each other", the publicity activities that originally needed to be carried out by each other have been consolidated and optimized, and the publicity costs have also been reduced. According to statistics, Jiaozhou Local Taxation Bureau saved more than 100000 yuan and a lot of manpower and material resources in this publicity activity.
3、 Reflections on Promoting the Deeper Development of the Marketization Operation of Tax Publicity
In order to promote the in-depth development of market-oriented operation of tax publicity and establish a long-term mechanism for market-oriented operation of tax publicity, the following points should be paid attention to:
（1） Establish a keen sense of planning. Successful market-oriented operation cannot be separated from good planning creativity. This requires tax publicity workers to have a keen sense of planning and planning ability, be able to dig good publicity points from a deeper level, and realize the innovation of publicity ideas, publicity methods and publicity carriers. At the same time, in the planning process of joint publicity with partners, it is necessary to integrate the advantageous resources of both sides, combine the characteristics of regional economy, and plan targeted publicity activities.
（2） Correctly handle the relationship between culture and economy. On the one hand, economic activities will inevitably lead to cultural integration. Therefore, it is necessary to give full play to the economic value of the cultures of all parties involved in the cooperation, create local tax culture, establish corporate image, and endow the publicity activities with deep connotation in the process of market-oriented operation of tax publicity; On the other hand, the spread of culture is usually accompanied by economic activities. If you want to speed up the spread of the tax concept, and make the publicity brand get the positive evaluation and recognition of the public, the combination of culture and economy is undoubtedly the best choice. Therefore, we should organically combine the cultural communication and economic activities involved in tax publicity, so that they can be integrated, complement each other and complement each other.
（3） Earnestly follow the rules of market-oriented operation and promote the in-depth development of tax publicity. The market-oriented operation of tax publicity should be implemented in accordance with the rules of market-oriented operation, give full play to the advantages of the great influence of tax publicity, let enterprises make assessments according to the market rules, and actively participate in the competition. The tax department can consider the rules of market-oriented operation through public bidding and competitive bidding according to the degree of competition between the interested parties, Considering the factors such as enterprise tax credit rating, enterprise reputation, enterprise influence, etc., select a tax publicity partner, and charge the partner appropriate fees to supplement the expenses of the tax department for the market-oriented operation of tax publicity. We can also consider cooperating with influential news media to carry out such planning activities, further expand the scope of tax publicity, expand the depth of tax publicity, integrate social resources by market-oriented means, and maximize our own interests and public interests.
（4） Establish a long-term mechanism for market-oriented operation of tax publicity. In order to establish a long-term mechanism for market-oriented operation of tax publicity, it is not only necessary to carry out market-oriented operation of tax publicity during the annual "Tax Publicity Month", but also the tax department should actively use all available opportunities and occasions to strive for market-oriented operation of tax publicity throughout the year. For example, taking advantage of the promotion activities of local large commercial enterprises such as Liqun, Guohuo, Weike and Jialejia several times a year, local Yangko Festival, Beer Festival, Ocean Festival, Cultural Festival, Olympic Sailing Competition and other large-scale festivals and sports activities, opening promotion activities of large enterprises, Christmas celebrations of large hotels and other opportunities and occasions, and referring to the results of tax credit rating, Through public bidding by the tax department, we have formed a long-term "strategic partnership for tax publicity" with Tsingtao Beer, Haier, Hisense, Liqun and other large enterprises with national influence. We regularly carry out market-oriented operation of tax publicity. While promoting tax knowledge, we promote the cultural concepts of all partners, expand the influence of all partners, and improve the visibility of all partners, Realize the organic combination, friendly cooperation, close interaction and mutual benefit of tax publicity and business publicity.
Part 2: Model text of enterprise market promotion
1. Problems in seed marketing
1.1 Lack of brand awareness and integration of marketing promotion
Many seed enterprises are eager for quick success and instant benefit, focusing only on product management, while ignoring brand management. As we all know, it is not the product but the brand that can truly survive in the market. At present, few seed enterprises have formed their own advantageous brands. In terms of the current marketing promotion of the seed industry, most seed enterprises are carrying out mixed publicity and promotion, using the five major tools of promotion (advertising, personnel promotion, sales promotion, public relations and network) to carry out a series of publicity and promotion activities. Few seed enterprises carry out promotion and promotion completely according to the integrated communication marketing method. Product promotion and brand promotion cannot be combined organically. It is short-sighted and empty propaganda that only emphasizes product promotion and pays no attention to brand promotion.
1.2 Improper market segmentation and insufficient variety innovation
In a market with increasingly fierce competition and ubiquitous competitors, most seed enterprises do not obtain market information quickly, accurately, and comprehensively. They do not distinguish the seed market, homogenize the market, adopt the "product diversification marketing" method, and do not have in-depth market segmentation, so they cannot carry out in-depth distribution and marketing assistance. Most seed enterprises have few scientific and technological personnel, weak variety research foundation, and lack of innovation ability. Variety innovation is difficult and slow, let alone reach the leading level, so they cannot build their own core product lines and lose competitive advantage.
1.3 Poor agricultural technology promotion
Most seed enterprises only pay attention to the sales service in the process of seed circulation. Focus on the requirements of sellers and the purchase needs of farmers, and ignore the agricultural technology promotion services. Even if agricultural technology services are included, the sellers are only entrusted to arrange trial planting of new varieties or hold on-site promotion meetings of new varieties, which is far from the construction of agricultural technology promotion service system. Some seed enterprises simply do not engage in agricultural technology promotion services. As a result, it is difficult for seed enterprises to develop continuously for a long time.
2 Agricultural seed promotion strategy
In view of the problems existing in seed marketing and agricultural technology extension in China at this stage, the author believes that it should be improved from two aspects: strengthening seed marketing and increasing agricultural technology extension services.
2.1 Strengthen seed marketing
2.1.1 Strengthen brand marketing. A brand is a name, mark, symbol or design that distinguishes a seller's products or services from competitors, or a combination of them. It is an enterprise asset that integrates personality, culture and value. The seed brand is the image of the seed enterprise, protected by law, which can prevent competitors from counterfeiting and protect the rights and interests of the enterprise. A good brand has strong market competitiveness, which helps to establish a good corporate image and promote the sales of enterprise seeds.
2.1.2 Do well in demonstration marketing of improved varieties, integrate communication marketing, and deepen market segmentation marketing. The seeds are greatly affected by natural conditions such as geography and climate, and it is not possible to successfully promote a good variety anywhere. Therefore, the promotion can be expanded only after the experiment and demonstration. Seed enterprises are in urgent need of upgrading from the current mixed publicity marketing to integrated communication marketing. It emphasizes both product promotion and brand promotion, and integrates brand promotion into product promotion. Make the product promotion and brand promotion organically combined, realize the synchronization of product management and brand management, and finally realize the enterprise value promotion, and promote the long-term sales of seeds. The customers of seed enterprises are farmers, whose general purchasing behavior mostly occurs in towns or large villages, that is, the terminal market at the township level is crucial. Therefore, in a certain area, enterprises should concentrate on the construction of township (town) level distribution networks, establish a sound terminal market, realize the deep flattening of sales channels, reduce circulation links, and make products reach farmers as soon as possible. Create enterprise competitive advantage and accelerate enterprise seed sales process.
Part 3: Model Text of Enterprise Market Promotion
Since joining the World Trade Organization, the market competition faced by Chinese enterprises has become more and more fierce. One of the factors that plays a decisive role in the process of market competition for enterprises is the construction of enterprise culture, which is often referred to as enterprise culture. Corporate culture is not only some internal rules and regulations and slogans clearly stipulated by the enterprise according to its own business scope, but also a series of thoughts summarized from the perspective of human nature observation. In the market competition, if the strength of two enterprises is roughly equal, the corporate culture construction will play an invisible role. The enterprise will carry out cultural publicity based on ideology to employees according to specific work policies. The focus of improving the market competitiveness of enterprises should be on the innovation of their products and the flexibility of personnel management. Actively carry out cultural publicity work, and continue to expand the depth and breadth of cultural innovation, so that enterprises will gradually achieve further development, replacing the old with the new, from a single industry to diversification, Finally, the company will create unique products and styles, open target markets and develop customer groups.
2. The role of corporate news publicity in cultural construction
2.1 Improve the cohesion of enterprise employees
Strengthening the construction of corporate culture can create a good corporate culture atmosphere and improve the cohesion of employees. The corporate news publicity can promote employees' understanding of corporate culture, encourage employees' morale, and enhance employees' cohesion. The news media can publicize the advanced deeds of outstanding staff and talents who have made outstanding contributions to the enterprise. It is a kind of commendation and a means to make the enterprise form a good atmosphere of being positive, learning from others and catching up with others. Publicizing the enterprise culture plays an important role in improving the cohesion of enterprise employees.
2.2 Improve the cultural charm of the enterprise
Through corporate news publicity, some advanced deeds and individuals in the enterprise can be well publicized, so as to effectively establish a good image of the enterprise and increase the popularity of the enterprise in the market. At this stage, the economy is developing rapidly, and enterprises must not build their own cars behind closed doors. The era of "wine is not afraid of deep alley" has gone forever. Only by actively promoting the corporate culture and letting the outside world know more about the charm of the enterprise, can the enterprise establish good relations with customers, the government, etc., and improve the market share of the enterprise.
2.3 Clarify the development objectives of the enterprise
In the process of enterprise development, the enterprise's development direction can be publicized through the enterprise's news publicity work, so that every employee can better understand the enterprise's goals, so that employees can adjust their personal goals in time and keep consistent with the enterprise's goals, and improve the enterprise's centripetal force to a greater extent. When the employees' personal goals are consistent with the enterprise's goals, It can burst out unimaginable centripetal force and improve employees' corporate recognition and sense of belonging. Through the publicity of the objectives and strategic measures of each stage of the enterprise's operation, employees can be more clear about the tasks and responsibilities of each stage, adjust their own goals at the right time, make their personal goals more consistent with the enterprise's goals, make everyone think and work together, and also promote the simultaneous realization of their personal values and the enterprise's business goals.
2.4 News publicity helps enterprises better respond to emergencies
Enterprises will encounter big or small crises in the process of development and growth. Doing a good job in enterprise publicity can help enterprises better deal with enterprise crises. When an emergency occurs, many enterprises start news propaganda at the first time, report the truth of the event to the public and employees in time, restore the process of the event, and thus reduce the negative impact of some false rumors on enterprises.
3. Specific measures to strengthen corporate news publicity and promote corporate culture construction
3.1 Grasp the key points of news planning
In the process of enterprise news publicity, relevant publicity personnel must grasp the focus of the news, guide the public opinion of the enterprise in the market appropriately, and carry out publicity work on their own corporate culture. In order to promote the corporate culture publicity work to truly guide people and have a profound impact, it is very important to grasp the focus of news planning, which is also a major way to promote the publicity effect. Therefore, enterprises need to plan and deal with the news work in advance according to their own core work. The publicity work of relevant enterprises should also be able to make scientific planning and arrangement for the work objectives of the enterprise in the current year, so as to realize the whole process guidance, tracking and publicity effect feedback for the key contents of the enterprise's annual work, thus promoting the development of the enterprise.
3.2 Improve awareness of resource mining
In the process of carrying out enterprise news publicity, relevant publicity personnel must enhance the awareness of resource mining. In view of the large amount and wide range of information resources of the enterprise itself, relevant publicity personnel of the enterprise can explore the potential value of various resources in a broader range. At the same time, key planning and design can be carried out for achievements, measures, and models that have a greater impact on the industry, and then corporate news and culture publicity can be carried out in a larger and more targeted way, thus further expanding the publicity effect.
3.3 Expand the platform for news publicity
News propaganda should keep pace with the times and expand the effect of news propaganda through the power of the network. Enterprises can expand the scope of publicity by timely and effective updating of official websites, microblogs, WeChat, etc. In terms of publicity language, we should use plain and approachable words to create news, and the content should be rich and colorful. We can use pictures, small videos, etc. to increase the interest of the news and make it more vivid and authentic. Adhere to the publicity of positive energy, vigorously publicize the positive role of the enterprise, publicize the good image of the enterprise for adhering to green and low-carbon development, honest and standardized operation, and fulfilling social responsibility, publicize the spirit of enterprise cadres and employees who work hard, work hard, and share the sorrow for the country, and constantly improve the reputation and influence of the enterprise. At the same time, the enterprise can also mobilize employees to promote the enterprise, The public will have a deeper understanding of the enterprise by telling about the hard work and gains in the work and interesting things in the work.
3.4 Strengthen enterprise brand effect
The core purpose of corporate culture publicity is to make use of all-round and multi-level news culture publicity to form brand effect in the market. To achieve this goal, the enterprise should build a complete set of assessment mechanism, and then conduct targeted exploration and planning work on the current news and cultural publicity status and goal achievement of the enterprise from the management level. At the same time, good publicity methods are used to effectively promote the corporate brand to be truly transmitted to a wider range of social groups, so as to enable the enterprise to truly achieve healthy and stable development. Innovation is the core and key of news publicity work, and the ultimate goal of this work is to achieve "cohesion and external image". At present, most enterprises have realized the importance of corporate culture construction for enterprises and begun to attach importance to corporate culture construction and management. The corporate culture directly affects the future development of the enterprise. The impact of corporate culture on the development of the enterprise is very long-term and far-reaching. For this, relevant enterprise managers must pay attention to the construction of corporate culture, promote the healthy development of corporate culture through news publicity, establish a good corporate culture, and promote the further development of the enterprise.
Author: Bai Wenjing Unit: Guizhou Road and Bridge Group Co., Ltd
reference:
[1] Liu Lili. The Role of Corporate News Propaganda on Corporate Culture [J]. News Communication, 2015, 25 (18): 183
Chapter 4: Model Text of Enterprise Market Promotion
1. The effect of marketing is poor.
Marketing is the business process of an enterprise that uses relevant methods to reach a certain sales quota under the guidance of a certain marketing plan to make profits for the enterprise. If an enterprise can achieve higher sales performance with less time and energy, it is considered that the marketing effect is good. On the contrary, if the enterprise invests more costs in marketing, and the product sales time is longer, the cost recovery cycle is longer, then the enterprise's profitability will be affected. This phenomenon appears in the marketing practice of many enterprises, especially in the process of new product development and sales. Another manifestation of poor marketing effect is that a certain sales quota has not been completed within the specified time. This often happens in exhibition marketing. Enterprises cannot complete the sales of products as planned within the exhibition time, so the cost of participating in the exhibition cannot form the maximum profit quota, and the marketing purpose is difficult to achieve.
2. The marketing team is difficult to maintain.
An enterprise must rely on the joint efforts of sales staff if it wants to make amazing profits in the process of product sales and achieve its marketing goals. In addition to the division of sales regions and the professional ability of sales staff, the key factor that can affect the implementation effect of a certain marketing plan of the enterprise is the establishment and maintenance of the marketing team. Once a high performance sales team is built, it needs to be maintained and maintained. Such a stable marketing team can bring much more profits to the enterprise than a single sales staff can contribute to the enterprise. Maintaining such a marketing team has gradually become one of the difficulties in marketing practice. Most marketing teams cannot be maintained for a long time because of the leader's position transfer or the member's position change or job change, which makes the customer group information owned by these teams also appear to be broken, and it is easy to cause associated problems in enterprise marketing activities, such as customer loyalty to the brand is reduced.
3. Insufficient product publicity.
Product publicity is an important step in marketing activities. Successful product publicity will directly promote the sales of marketing, expand the influence of enterprise products, and expand the market occupied by products. Through product publicity, potential customers will directly participate in consumption, and some consumers who were not customers will also become potential customers due to the impact of publicity; The popularity and brand attraction of the enterprise's products will increase through product publicity, which will rapidly improve the position of the enterprise in the industry and be conducive to the overall development of the enterprise. However, there are problems in the product promotion strategies adopted by most enterprises in marketing practice at present, which leads to insufficient product promotion. For example, the overwhelming use of advertisements and leaflets in exhibition marketing, limiting the number of times and people of experience in new product and experience marketing, or inviting customers to attend alone. Some product publicity methods do not highlight the cultural value or social value of the product itself, or even ignore the industry value of the enterprise, which results in insufficient publicity and poor publicity effect.
2、 The Application of Project Management in Marketing Practice
Project management is a mode of enterprise management, which is to divide a certain management activity into established management objectives. Starting from the management objectives, it coordinates the human and material resources in the management process to make the management work achieve its ultimate goal. The orientation of project management is very clear, and it has obvious advantages in solving special problems. Marketing is a kind of business activity with very clear purpose among enterprises. Some problems existing in it can be improved and solved by project management.
1. Apply project management in marketing methods.
Project management believes that the management mode of enterprise affairs is "special", that is, focusing resources on a certain content of a system activity. In the process of marketing, there are many factors that affect the marketing effect. Enterprises can choose one of the factors to manage and adjust as a way to improve the marketing effect. The factors that affect the marketing effect include the product itself, the analysis of marketing environment, the choice of marketing methods, and many other aspects. For enterprise marketing, the product quality and use in a certain period of time are fixed, and the variability of the marketing environment is relatively small, so the only thing that may affect the marketing effect is the choice of marketing methods. Under the mode of project management, enterprises should first analyze the advantages and disadvantages of the current marketing methods adopted by Yolong, find out the key points that can be improved in the marketing methods, reform and strengthen them, and then re invest in marketing activities to observe their effects again. For example, at large tourism product fairs, the introduction of tourism routes and preferential tourism prices did not attract enough consumers, and the sales quota of enterprises was far below the planned level. At this time, the enterprise analyzed the marketing method and believed that the reason why consumers could not purchase was the lack of cultural value of tourism products. Therefore, several similar tourism enterprises jointly held "exhibition in exhibition" to sell travel products along the ancient tea and horse road in Yunnan and Guizhou, Travel agencies jointly invite tea sales enterprises to jointly hold the Yunnan Tea Horse Ancient Road featured commodity exhibition and marketing activities. By inviting consumers to taste tea, appreciate the art of tea ceremony, and feel the culture of tea ceremony, consumers are aroused to be curious about the folk customs in Yunnan and Guizhou, and then travel route service publicity is carried out to achieve the marketing purpose.
2. Apply project management in the construction of marketing team.
The construction and maintenance of the marketing team is a key in the marketing practice activities, and it is also the aspect that can best reflect the positive role of project management. Different from other work of marketing, the construction and maintenance of the marketing team is independent of the marketing activity itself, but it also directly affects the marketing practice, which is in line with the conditions of factual project management. Project management can effectively realize the establishment and management of the marketing team. According to the marketing objectives of the enterprise, select the most suitable candidates to form the team, and carry out professional ability training for team employees to make them meet the needs of marketing planning. It is the simplest mode of project management applied in the process of marketing team formation. For example, to set up a marketing team for the market development of a certain region, determine the size of the team according to the number of customers each salesperson is responsible for, and then develop the career development context and work path of each salesperson according to the customer information analysis. This kind of marketing team, which is set up entirely according to the fixed position and personnel, has a very high fit with the marketing plan, Be able to perform marketing tasks perfectly; In the risk management of the marketing team, the project management method has the best effect, which has also become a necessary management measure to maintain the marketing team: the enterprise can use the "project contract" method to avoid the loss caused to the enterprise by the turnover behavior of employees in the high performance marketing team in the middle of marketing activities, and sign additional contracts with sales employees before the implementation of marketing activities, Restrict the behavior of employees in marketing activities, so that they can not choose to resign due to contract restrictions.
3. Apply project management in product promotion.
Product publicity is actually a project in the enterprise's marketing planning. This project does not directly form sales and profits, but it is an important part of marketing costs, and also a key factor affecting the marketing effect. Enterprises can apply project management methods to fundamentally change the results of product publicity, so that enterprises can achieve higher cost-effectiveness in marketing and achieve the set business goals. The application of project management can save a lot of product publicity resources and achieve better publicity purposes. Still taking exhibition marketing as an example, enterprises can introduce game links into the marketing process, invite customers to participate in games specially designed by enterprises, and feel the quality of sales services and products of enterprises in the process of games. The fundamental reason for this kind of publicity result is that the enterprise regards the exhibition product publicity itself as a project. By fully analyzing the characteristics of the exhibition marketing environment and the characteristics of its own products, it finds ways to quickly make consumers recognize and attach importance to the products, rather than using the video publicity Text and pictures are simply collected into a leaflet or a brochure. There are still many applications of project management in enterprise product promotion. For example, large group enterprises will synchronize the sales of a brand product with the enterprise's philanthropy. In fact, it is a special enterprise management project that combines the enterprise's product marketing with the enterprise's philanthropy; In some experience marketing activities, enterprises will design different experience activities according to different types of customers. Some are experience activities that can invite relatives and friends to participate in, and some are experience activities in the form of competition. These experience marketing activities are actually the performance of applying project management in the process of product promotion. Product promotion and marketing activities are closely combined, The type of customers and the setting of publicity angle are the main focus of project management.
3、 Advantages of project management in marketing practice
1. Concentrate superior resources to solve problems.
Project management focuses on the analysis, reform and adjustment of management methods and strategies for a single item in marketing activities, so that management energy and management resources are focused on a certain problem point. Compared with the change of overall marketing planning, project management is easier to solve a single problem in marketing activities efficiently, and drive marketing activities through the solution of the problem.
2. It is conducive to the overall development of enterprise operation.
Enterprise marketing activities are not simply sales of products. In the process of marketing practice, they can also reflect various problems in enterprise management. For example, in the marketing process, the coordination of various departments of the enterprise organization, the performance appraisal of the marketing team, and the distribution of salary can all reflect the problems in the overall operation of the enterprise. Enterprise managers can seek a broader reform of enterprise management through the results of project management, which is conducive to the overall development of the enterprise.
4、 Conclusion
Chapter 5: Model Text of Enterprise Market Promotion
1、 Guiding ideology
Earnestly implement the deployment of the Notice on Carrying out the "Three Green Projects Publicity Month" Activity issued by 11 ministries and commissions of the country and 10 provincial departments and bureaus, take Deng Xiaoping Theory and the important thought of "Three Represents" as guidance, and take the spirit of being highly responsible for the Party and the people, deeply understand the significance of carrying out the "Three Green Projects Publicity Month", and further enhance the "Three Green Projects Publicity Month" With a sense of responsibility and self-consciousness, we actively took various effective measures to strengthen market supervision, ensure the quality and safety of food in the market, and maintain the stability and prosperity of the market.
2、 Activity content
（1） Concentrate on warehouse clearance and inventory inspection activities to purify the food market
The objects of the inventory are food circulation and livestock and poultry slaughtering and processing enterprises engaged in meat, vegetables, fruits, wine and other products closely related to people's lives; The inventory refers to the production date, shelf life, purchase channels, packaging quality, etc. of food; The way of inventory is to combine the comprehensive self inspection of enterprises with the inspection of law enforcement departments. Relevant enterprises shall conduct comprehensive self inspection on the food produced, circulated and stored according to the requirements. All administrative law enforcement departments shall, in accordance with the spirit of the Decision of the State Council on Further Strengthening Food Safety, and in accordance with their respective division of responsibilities, perform their own duties and responsibilities, and carry out market inventory activities. The competent commercial department is mainly responsible for the inventory and rectification of livestock and poultry slaughtering and processing links; The quality supervision department is mainly responsible for the inventory in the field of food production and processing; The industrial and commercial department is mainly responsible for the inventory in the field of food circulation; The health department is mainly responsible for the inventory of food consumption; The food and drug regulatory department is mainly responsible for the comprehensive supervision of safety, organization and coordination, and the investigation and handling of major safety accidents according to law. The checked commodities with quality problems shall be handled according to law. The inventory results of each department should be reported to the Municipal Three Green Offices in written form before January 15, 2005, so that they can be summarized and reported.
（2） Carry out publicity and consultation activities to expand the impact of activities.
During the publicity month, the municipal three green projects office will focus on the following activities: First, together with the provincial three green projects office, the launching ceremony of the provincial and * * municipal three green projects publicity month will be held on December 20, and the activities will be widely publicized through the news media to create a good atmosphere for the participation of the whole society; Second, from 9:00 to 12:00 on December 26, in accordance with the national unified deployment, the "* * Province and * * City Three Green Project Consultation Day" will be held in the municipal square. At that time, relevant provincial and municipal departments, industry associations and relevant enterprises will be organized to carry out consultation and publicity on market access, safety testing, reasonable meals, green market certification, safe brand recommendation and other related knowledge; Third, widely use television, newspapers and other news media to publicize the group's consumption of "Sunshine Food Project", strive for more enterprises and units to participate, and carry out the pilot work of meeting supply and demand; Fourth, the "Three Green Projects" Office will uniformly print publicity materials such as green consumption knowledge questions and answers, posters, etc. At the same time, it will open a column of "Three Green Projects Publicity Month" on the business information network to systematically publicize the relevant knowledge of the "Three Green Projects", green consumption guidelines, etc.
All departments of the "Three Green" Office and relevant enterprises should actively carry out various forms of publicity and consultation activities, systematically publicize the relevant knowledge of green consumption, green market and green channel, improve consumers' awareness of green consumption and their ability to identify safe food, and ensure that people can buy and eat at ease. Please contact the Municipal Three Green Affairs Office in time about the activities of relevant departments and enterprises, and the Municipal Three Green Affairs Office will supervise this.
（3） Carry out safe food recommendation activities and vigorously promote high-quality food
In combination with the ongoing "Sunshine Food Project" activity of * * City Group, experts from the expert database have recently been organized to identify the qualifications of the enterprises and varieties of the suppliers applied for, to introduce the food of qualified high-quality enterprises to the society, and vigorously carry out the activities of recommending to consumers. The conditions are met: the brand has passed the certification of the certification body recognized by the CNCA; Enterprises that have passed the ISO quality system or HACCP certification, whose products are sold nationwide or exported in large quantities, whose tax payment sales are among the top in the industry, and whose enterprises and brands have no bad records of food safety in the past three years, will be recommended to the Provincial Three Green Offices and the National Three Green Offices.
（4） Do a good job in the assessment and acceptance of green demonstration stores, and set a model of green consumption for catering enterprises.
As a regular work of the municipal "three green" office, we should continue to carry out the assessment and acceptance work of the "* * City Green Food and Beverage Demonstration Store" in 2004, expand the coverage and influence of the enterprises participating in the evaluation, guide and help more catering enterprises to provide safe and secure consumption as the first task on the basis of the good results received last year, Put social interests above their own economic interests, better realize the win-win situation of society, enterprises and consumers, set an example for catering enterprises to learn from, and also accumulate experience for the management of catering industry in the next step.
3、 Main measures
（1） Strengthen leadership and organize meticulously. Enrich and improve the "Municipal Three Green Work Leading Group Office", strengthen the information communication between member units, coordinate with each other and cooperate closely to jointly do this work well.
（2） Strengthen market supervision. Adhere to the method of combining general survey with key inspection, explicit inspection with covert inspection, regular inspection with random inspection, and vigorously promote enterprises to comprehensively establish and improve the responsibility system for food safety work such as certificate, ticket and inspection; Strengthen brand management and awareness of quality service, consciously crack down on counterfeits, manage with integrity, and earnestly maintain market order.
Chapter 6: Model Text of Enterprise Market Promotion
The confusion of product prices often starts from the terminal, the fleeing of goods often starts from the dealer, and the "crackdown on counterfeit goods" usually starts from the terminal to find the source. Therefore, establishing a stable terminal network can not only promote the market orderly, but also improve the sales and service system; Moreover, it can stabilize the market price, resist fleeing goods, crack down on fake goods, master the market initiative and reduce dependence on dealers. 1、 What should OTC market terminals do?
（1） Establish OTC market terminal network
A good OTC market terminal network is conducive to orderly market promotion, effective management and control of terminals, and improvement of various service systems.
a. Terminal distribution. Draw the terminal distribution diagram, record the contact telephone number and contact name of each terminal, and grasp these conditions, so as to facilitate contact and visit with the terminal at any time.
b. The nature of terminal ownership. It can be divided into state-owned, collective (including cooperative shares), private, etc. The mastery of ownership is helpful to understand the management mechanism of the terminal, and to grasp the method and discretion when dealing with the terminal.
c. Terminal size. According to the number of products sold at the terminal, they can be divided into large, medium and small terminals to facilitate the arrangement of terminal work. It is advocated to focus on the large and bring the small. Large terminals should visit frequently to maintain advantages; Work hard on potential small terminals to make them enter the middle and large ranks as soon as possible.
d. Purchase channel. Understanding the terminal purchase channel and formulating the sales network by the purchase channel is one of the important bases for establishing the terminal network.
Master the basic situation of the terminal, and make the terminal into a stable network. To establish and consolidate the terminal network, it is necessary to gather the relevant personnel of the terminal, especially those at the counter, in the form of corresponding gatherings, such as fraternity activity introduction, product knowledge introduction, pathological knowledge introduction, retail pharmacy operation promotion seminar, etc., to strengthen contact and communication, so as to achieve the purpose of consolidating the terminal network. Controlling the terminal network controls the market, and stabilizing the terminal network stabilizes the market.
（2） Collect OTC market terminal information
OTC market terminal is not only an export of products, but also an import of various information. Pharmaceutical enterprises must collect a large amount of useful information for enterprises at the OTC market terminal if they want to make great progress.
1. Investigation of purchase channels. It is necessary to investigate where the products are purchased, how much the purchase price is, how much the retail price is, how much the products are in batches, and whether there is any problem with the product packaging and quality. Understanding these conditions can help enterprises better calculate the strength, distribution ability and enthusiasm of dealers, so as to determine corresponding effective dealer management measures, and help enterprises improve corresponding service measures.
2. Sales investigation. Understanding the sales volume, sales ranking and sales trend (up or down) of products at the terminal is an important indicator for enterprises to judge the quality of market development. Through the investigation and statistics of terminal volume, enterprises can more accurately know the sales potential and development trend of the market.
3. Investigation of the purchase object and its corresponding habits. Understand the main age characteristics, occupational characteristics, regional characteristics, habits of obtaining information of the purchase objects, and their channels to understand the enterprise products, so as to carry out the enterprise planning work, select the media, and determine the appeal points.
4. Investigation on competition of similar products. Understand the advantages and disadvantages of the main competitors, and what strategies are being taken. Find out the situation of competitors and formulate corresponding countermeasures to operate the market.
5. Suggestions and requirements of OTC market terminal for enterprises. Consumers' suggestions and requirements are often more in line with the market, more conducive to the promotion and consolidation of the enterprise market, and more conducive to the development of all aspects of the enterprise's work.
（3） OTC market terminal packaging
According to the form and content of packaging, terminal packaging is divided into hard packaging and soft packaging. The terminal packaging work must do two things: first, the publicity materials inside and outside the store are very powerful, which constitutes the hard packaging of the terminal, that is, the physical packaging; The second is that the salesperson recommends the products of the enterprise as soon as he opens his mouth. The product introduction is not only comprehensive and detailed, but also obviously instructive, just like the full-time recommender of the enterprise itself. This kind of propaganda behavior of the salesperson is realized to a large extent through the establishment of a good interpersonal relationship between the terminal staff and it. The friendly relationship of mutual trust and cooperation between enterprises and terminal salespersons is called flexible packaging.
1. Hard packaging. Hard packaging is physical packaging, and the basic principles are: more - aggressive, that is, more promotional materials in quantity and variety; Good - The packaging of promotional materials is well positioned and conspicuous. According to people's visual habits, the specific location of the packaging can be seen as far as possible by consumers; Firm - Keep it for a long time, that is, stick, hang and place the promotional materials properly. There are many forms of hard packaging, such as posters, flags, banners, container stickers, outdoor exhibition signs, counter signs, shop signs, hanging lanterns and light boxes in stores.
2. Flexible packaging. Flexible packaging focuses on emotional communication to gain the recognition of the terminal salesperson to the enterprise, the appreciation of the product and the friendship of the terminal staff. The terminal salesperson must be respected, courteous, trustworthy, always in touch, please, bring some small gifts to visit from time to time, bring cigarettes and snacks according to personal preferences, and help the salesperson do something within his or her power, such as helping them to place goods, move things, and clean up. In a word, this kind of flexible packaging looks casual, but actually it is prepared, seemingly invisible, but actually tangible.
2、 What should OTC market terminals do? (Work steps)
1. Make a visit plan. Specify the number of work tasks. According to the preliminary work, terminal files and network conditions, it is necessary to define which terminals to visit on the day, which are the key objects in the process of the visit, and which major problems to solve on the day, and formulate a detailed visit plan.
2. Make preparations. How to carry promotional materials (quantity and type), whether to carry glue, tape and scissors, and whether to arrange properly prepared questionnaires and small gifts.
3. Working principles. From far to near, that is, start from the terminal farthest away from home (company) to eliminate dead ends and overcome inertia.
4. Specific work steps of a terminal. a. Look outside. See if there is any outdoor advertisement. If there is no outdoor advertisement, make up in time and do a good job of hard packing. b. Frequent greetings. Greet the salesperson, bring some gifts from time to time to facilitate emotional communication, and ask about the sales of our products and competitors, as well as the salesperson's opinions and suggestions on our enterprise. c. Check indoor. Check the product placement of indoor advertisements and adjust them in time to achieve the best condition. d. Fast record. Make truthful records of all inquiries. If you have a good relationship with the salesperson, you can make a record in person, otherwise make a record immediately after leaving the store. e. Make a request. Put forward our requirements for practical problems to achieve the goal as far as possible. f. Leave politely.
5. OTC terminal inspection. (Official) In order to implement and promote the terminal work in a planned and step-by-step manner, enterprises must have a corresponding inspection mechanism, regularly check the terminal work, and establish a corresponding terminal inspection record file.
6. Summary and analysis. (Official style) OTC marketing personnel summarize and analyze the visit on the same day, including packaging in place, packaging quantity, product sales summary, competitors summary, marketing situation analysis, and make suggestions (presented at the regular meeting); The inspectors of OTC market terminal work should confirm the results according to the inspection on that day, summarize and analyze the problems found in a timely manner, rectify major problems immediately, and review general problems at regular meetings.
3、 Extension of OTC market terminal work
The traditional concept of terminal refers to the end of product sales in the process of product circulation, that is, sales terminal. In fact, enterprise terminals should be divided into three levels: sales terminals, information terminals and consumer terminals. Different terminal working methods should be adopted for different terminal levels.
Chapter 7: Model Text of Enterprise Market Promotion
1、 In the new historical period, the importance of constantly improving and strengthening the news publicity work of state-owned enterprises
1. News propaganda is an important way for state-owned enterprises to do well in ideological and political work
At present, with the deepening of socialist reform and opening up, and the continuous improvement of the market economy system, in order to do a good job in the ideological and political work of enterprise staff, we must strengthen the work of enterprise news publicity. As an important part of the ideological and political work of state-owned enterprises, the enterprise news publicity work bears the important responsibility of unifying ideas, uniting the masses and establishing a good image of the enterprise. Therefore, the news propagandists of state-owned enterprises must realize this and constantly encourage morale, unite people and publicize the image of enterprises through various ways in the process of work.
2. News publicity is an important part of the cultural construction of state-owned enterprises
In the new situation, reform and opening up are deepening, and the socialist market competition is becoming increasingly fierce. Therefore, in order to continue to develop in the fierce market competition, state-owned enterprises must pay close attention to the spiritual needs of employees while meeting the material needs of employees, and do a good job in building enterprise culture. We can show the corporate culture in different forms through news publicity, so that the staff and workers of the enterprise can fully feel our corporate culture, and give support and recognition.
3. Doing well in news propaganda can promote the steady development of enterprises
Under the new situation, in order to speed up the further development of enterprises, it is necessary to strengthen the news propaganda work of state-owned enterprises. Only when the enterprise's news and publicity work really plays a functional role, does a good job of internal and external publicity, and clearly demonstrates the enterprise's philosophy, policies and corporate culture, can it be recognized by the staff and workers, enhance the cohesion of the enterprise, improve the work enthusiasm of the staff and workers, and promote the healthy and rapid development of the enterprise.
2、 Shortcomings in the News Propaganda Work of State owned Enterprises at the Current Stage
1. The enterprise news propaganda work has not received the corresponding attention
In the current process of the development of state-owned enterprises, corporate news publicity is particularly important. However, some enterprise leaders and employees did not fully realize the positive role of enterprise news propaganda in promoting internal unity and long-term stable development of the enterprise. They one-sided think that the enterprise news propaganda cannot create profits for the enterprise, and needs to invest a lot of human, material and financial resources, which has affected the economic benefits of the enterprise to a certain extent. Therefore, it is difficult for enterprise employees to actively participate in it. Obviously, this view is incorrect and one-sided.
2. The overall quality of enterprise news publicity team is not high
In order to truly play a functional role in enterprise news publicity, it is necessary to have a high-quality professional team. In reality, most propaganda workers do not have such conditions. First of all, the press and publicity departments of most state-owned enterprises are short of professional staff, and the publicity work is also completed by administrative, internal service and other departments. Therefore, there is a lack of news writing ability and writing skills, and there is not enough energy to do in-depth research. As a result, the written news articles are like errands, lacking depth and attraction. Secondly, due to the lack of attention and support from leaders and the broad masses of workers, some publicity staff lost their enthusiasm for work and were unwilling to take the initiative to work, believing that "doing is the same as not doing". Therefore, the overall quality of enterprise publicity staff directly affects the effect of enterprise news publicity.
3. The working method of enterprise news publicity needs to be innovated
At present, some enterprises' news propaganda work methods are relatively traditional and backward, and the content is relatively simple, which can not keep up with the development trend of society and the pace of enterprise development. In the new historical period, science and technology continue to develop and progress, and the carrier of enterprise publicity is gradually becoming diversified. Inside the enterprise, there are newspapers, periodicals, internal broadcasts, enterprise bulletin boards, etc., while outside, there are television, networks, newspapers, radio stations, etc. However, our propaganda work still follows the traditional practice in the past and lacks the sense of innovation, so the propaganda work of the enterprise can not meet the needs of enterprise development.
3、 Countermeasures and Suggestions on Strengthening the News Propaganda Work of State owned Enterprises under the New Situation
1. Correctly Understanding the Importance of Enterprise News Propaganda
If you want to really do a good job in enterprise news publicity, you must first pay attention to it from the ideological point of view, and deeply understand the importance of publicity for the long-term development of enterprises. At present, with the continuous improvement of the socialist market economy system, the modern enterprise system has gradually been established. In order to meet the requirements of the new situation, we must strengthen the enterprise's news propaganda work. Regular training can be held inside the enterprise to strengthen the study of political theory, so that enterprise leaders and employees can deeply understand the importance of news propaganda. At the same time, enterprises can formulate internal publicity policies and strategies according to some national publicity policies, so that enterprise employees can have a comprehensive understanding of the current development situation and correctly realize the important role of enterprise news publicity for enterprise development and internal unity.
2. Constantly strengthen the construction of the news publicity team and improve the professional level
In the new historical period, with the continuous development of the market economy and the deepening of the reform of state-owned enterprises, there is a higher requirement for the news propaganda work of our enterprises. Therefore, in order to adapt to the new situation of social and economic development and meet the requirements of the new era, we must establish a high-quality, high-level professional team. First of all, for most of the enterprise news publicity staff professional quality is not high, lack of certain news writing ability this problem. The enterprise should strengthen the training of the publicity team, regularly organize professional knowledge training, business seminars, exchange meetings, etc. for the news publicity staff, so that they can fully grasp the key points and skills of news writing, and understand all kinds of knowledge of news communication. Secondly, we should timely convey the latest principles and policies of the Party and the state to the press and propaganda staff, so that they can understand the current situation and clarify the propaganda task. Of course, as an enterprise publicity staff, they should actively strengthen the study of professional knowledge, use their leisure time to recharge their batteries and strive to improve their overall quality.
3. Constantly innovate work methods and improve work content
Chapter 8: Model Text of Enterprise Market Promotion
1.1 No long-term publicity mechanism
In the external publicity of corporate culture, there is no long-term publicity mechanism. Due to the blocked information channels and outdated working mechanism, it is difficult for enterprises to do a good job in publicity. There is no smooth channel for reporting news resources, no perfect information processing system has been established, the enterprise publicity foundation is relatively weak, the access to resources is blocked, and no external publicity assessment and management mechanism has been established. The propaganda workers of state-owned enterprises are not enthusiastic about their work. The comrades responsible for the propaganda of enterprise culture are not qualified to attend the enterprise leadership meeting. It is difficult to fully understand and grasp the objectives of the enterprise development plan, which affects the overall implementation, prior knowledge and early planning of the propaganda of enterprise culture.
1.2 The propaganda equipment of state-owned enterprises is backward and professional talents are insufficient
Due to various reasons, the promotion and staffing of enterprise propaganda cadres are weak. During each reform and reorganization of enterprise organizations, enterprises usually compress the propaganda department first. The heavy workload and low staffing make enterprise propaganda personnel impetuous. Because of this impetuosity, propaganda personnel often spend time and effort to work, However, it is difficult to do a good job and expand the publicity channels, which seriously affects the effect of publicity work. The quality of enterprise publicity personnel is too low, and there is a lack of highly skilled professionals. Because most of the posts in the external publicity department are promoted by grass-roots personnel, the composition of publicity personnel is more complex. Many publicity personnel work first and then study, resulting in various problems in the work process, and it is difficult to introduce high-quality publicity personnel, In addition, the lack of leading figures makes it difficult for the propaganda work to break through the traditional media propaganda framework. The aging problem of external publicity workers is very obvious, and there is a gap between the talent structure and the knowledge structure. The constraints of these problems make it difficult to innovate the enterprise publicity work. From the perspective of employment system, publicity personnel lack the opportunity to communicate with enterprise leaders, and no scientific employment mechanism has been formed. The employment mechanism that focuses on ability and performance has not been formed in the enterprise publicity system. The investment in external publicity is insufficient. Due to the financial constraints of the enterprise, the equipment of the enterprise's publicity department is seriously aging, and even many of them are obsolete products, which cannot meet the needs of publicity work.
2. Research on external publicity strategy of state-owned enterprise culture
2.1 Improve planning level and carry out targeted publicity work
Improve the planning level of enterprise publicity work, make scientific plans for major topics, major work, stages and years, do planned publicity work, define publicity goals, plan publicity tasks for important topics, major work and key tasks of the enterprise in advance, timely and deeply explore publicity opportunities, and form a systematic publicity model. The basic requirement for good publicity and planning is to clearly understand what the enterprise wants to say and what the media needs to report. Therefore, corporate propagandists should strengthen communication and contact with the media, establish long-term cooperative relations with the media, and give full play to the role of the media, so as to ensure the quality of publicity. In order to do a good job in corporate culture publicity, propagandists must always stand at the height of the enterprise to analyze the publicity theme, so that they can write vigorous and in-depth publicity reports and promote the enterprise brand.
2.2 Focus on the promotion of corporate culture, so that publicity can provide services for the development of enterprises
Publicizing corporate culture to the outside world is an important task of corporate publicity work, which must be taken as the main publicity task. The purpose of promoting corporate culture is to make full use of advertising, news and other media to make the culture of state-owned enterprises recognized by the society and make the products of state-owned enterprises recognized by consumers. It should be fully recognized that corporate culture publicity is the productivity of enterprises, and corporate culture publicity is an important means to enhance the soft assets of enterprises in the market, and is the way for enterprises to grow. In the process of publicity, it should be based on market demand, so that publicity work and market demand match. In today's increasingly competitive market environment, the promotion of corporate image and corporate culture is the driving force to accelerate the development of enterprises. The promotion of products and enterprises should not only meet the market demand, but also meet the internal needs of enterprises. In the new era of enterprise competition, the pure competition of product price and product quality can no longer meet the needs of improving the competitiveness of enterprises in the market. Enterprises must clearly recognize that third tier enterprises sell products, second tier enterprises sell services, and first-class enterprises sell enterprise culture.
2.3 Be good at summarizing good publicity cases and establishing public opinion guidance
Typical events and advanced people are the direction and banner for enterprises to carry out work, as well as the indicator light to guide employees to move forward, which can enable enterprise workers to catch up with and surpass the goal. Therefore, the external publicity workers must find out the typical cases in a timely manner, and publicize the corporate culture through the typical cases and advanced figures to promote the benign development of the enterprise and create a good social image. Innovate the external publicity mechanism, vigorously publicize the innovative spirit of enterprises, do a good job in party and government construction, and strive to create a stable and harmonious external publicity atmosphere.
2.4 Explore new ways and means to promote corporate culture
With the continuous development of Internet technology, information dissemination channels have become more abundant, which has brought a better opportunity for the development of corporate culture publicity. As far as the traditional media is concerned, Internet media has the advantages of rapid dissemination and wide audience. When promoting corporate culture, we must occupy the highland of Internet public opinion, make good use of various communication tools, open up a new publicity platform, build a distinctive corporate website, promote corporate culture by using advanced publicity forms such as microblog, and rely on the characteristics of fast information transmission and wide audience, so that more people can timely understand the latest trends of the enterprise. At the same time, we should establish a sound review and supervision system, strengthen publicity and management, and prevent the spread of bad information from affecting the corporate social image. We should attach great importance to and make good use of the network media, and do a good job in Internet publicity. In addition, we should also establish long-term cooperation with websites with a wide audience, and strengthen corporate culture publicity.
3 Conclusion
Chapter 9: Model Text of Enterprise Market Promotion
In order to celebrate the 17th World Intellectual Property Day, in accordance with the spirit of the notice of the Provincial Intellectual Property Office, it is decided to carry out intellectual property publicity week activities in the whole city. Now, the publicity week program and related matters are notified as follows:
1、 Theme
Innovation, creation, change of life, intellectual property competition, future
2、 Activity time
April 20-26, 2017
3、 Publicity focus
1. Publicize the "Several Opinions of the State Council on Accelerating the Construction of a Powerful Intellectual Property Country in the New Situation", the "Implementation Plan for the Construction of XX Province as a Powerful Intellectual Property Province" and other important national, provincial and municipal decisions on intellectual property work.
2. Publicize the city's policies and measures on the creation, application, protection, management and service of intellectual property rights, report the typical cases in the creation, application and protection of intellectual property rights in our city, and improve the awareness of intellectual property rights in the whole society.
3. Publicize the leading and supporting role of intellectual property rights in the transformation and upgrading of the city's industry and the development of enterprises. Publicize the role of intellectual property rights in broadening enterprise market space, improving enterprise efficiency, enhancing enterprise independent innovation ability, risk resistance ability, etc., and improve enterprises' understanding of the importance of intellectual property rights.
4. Publicize laws, regulations and policy documents such as the Patent Law, the Regulations of XX Province on the Promotion of Intellectual Property Rights, the Patent Regulations of XX Province, and the Measures of XX Province on the Handling and Mediation of Patent Disputes.
4、 Activity arrangement
1. Special interview report. The Municipal Intellectual Property Office will jointly work with xx Daily to open a column on the front page of xx Daily from April 20 to 25 for five consecutive days, covering the work and typical examples of our city's enterprise intellectual property work, relevant policies, intellectual property protection, and intellectual property operation in recent years in five special interviews.
2. Organize square publicity activities. On April 26, the Municipal Intellectual Property Office will carry out a large-scale plaza publicity activity in Jinding Square in conjunction with the Municipal Administration for Industry and Commerce, the Bureau of Culture, Radio, Film, Press and Publication, the Public Security Bureau, the Municipal Intermediate People's Court, xx University, TV stations, newspapers and other news media. Set up an information desk on site; Hang propaganda banners; Display the propaganda board of patent knowledge; Issue intellectual property publicity materials. Each county (city, district) should also carry out outdoor publicity activities and distribute publicity materials in combination with the actual situation.
3. Use radio, television and other media to carry out public publicity of intellectual property rights, and actively create an intellectual property culture of "respecting knowledge, advocating innovation, and being honest and law-abiding". Make use of public service advertisements on World Intellectual Property Day such as the electronic large screen of Jinding Plaza in the city center.
4. Carry out intellectual property law enforcement activities. During the activity week, the city organized inspection of intellectual property law enforcement, carried out intellectual property law enforcement and protection activities, carried out assistance and consultation on intellectual property rights protection, and made public the telephone number of intellectual property rights protection.
5. In combination with the interview and report activities, we will go deep into enterprises and scientific research institutions to publicize intellectual property laws and regulations and popularize intellectual property knowledge.
5、 Job requirements
（1） Raise awareness and strengthen leadership. The science and technology bureaus of each county (city, district) should carefully organize in combination with local conditions to ensure that the tasks of the publicity week activities are implemented.
（2） We should innovate the form of publicity activities, focus on publicity effectiveness, make full use of television, newspapers, radio, the Internet and other publicity media, and carry out extensive intellectual property publicity and education activities for the whole society.
（3） To hold publicity week activities, we should improve our work style, pay attention to the content of the activities, put an end to formalism, and practice hard work and thrift.
