A Promotion Designed to Promote the Sales of Zhengyue Shop

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中文摘要威海箏樂坊琴行創(chuàng)建于2004年2月，是一家個體性質(zhì)的小型特色店。主要銷售古箏、古箏配件并開辦少兒、成人古箏培訓班。由于信譽良好、服務周到，產(chǎn)品及教學質(zhì)量過硬，兩年間銷售量由第一年的三十余臺到第二年五十余臺古箏，學員數(shù)量由最初的十多個學員到現(xiàn)有的近七十個學員。但隨著日益激烈的市場競爭，在對本店的產(chǎn)品和服務方面的宣傳促銷顯示出明顯的不足。兩年多來的保守經(jīng)營，守株待兔的銷售方式使本店的知名度十分有限，一直以來忽視了市場推廣的重要性使得新采取一系列措施來充分推廣本店的良好品牌形象，社會知名度，提高市場占有率都勢在必行。從市場銷售的原理與實踐來看，促銷能促進產(chǎn)品銷售，發(fā)

3、現(xiàn)有利的市場機會，提高企業(yè)的競爭能力。本論文通過設計一個市場促銷計劃，采取一系列促銷手段來提高琴行的銷售及招生能力。我作為此琴行的創(chuàng)辦人和主要負責人設計了此次市場推廣計劃。本論文前期通過對客戶的分組問卷調(diào)查、員工績效考核分析、swot分析、集思廣益法，與同事的自由討論等調(diào)研方法確定了此次提高管理計劃的目標方向。在中期的計劃執(zhí)行過程中，通過采取店員工作日志、市場部人員日常工作計劃和反饋表等檢查和監(jiān)測手段來確保提高計劃得到了充分和正常的執(zhí)行。在后期計劃評估部分，本論文通過要求每位促銷人員填寫對執(zhí)行新計劃的綜合意見反饋表，同時對主要客戶、學員以及目標客戶通過電話、電子郵件和面對面交流等形式征詢對市場

4、部的推廣人員的意見反饋。此項計劃的設計人員最后根據(jù)員工、學員及客戶的反饋意見總結(jié)出了促銷計劃評估報告和實施計劃前后調(diào)查對比表。經(jīng)過從2007年6月至7月周密的調(diào)查分析和制定切實可行的促銷計劃，以及實際操作中的嚴格執(zhí)行與監(jiān)測分析評估，此次促銷計劃得以順利完成并取得了預期的效果。登報紙廣告，發(fā)宣傳彩頁，組織宣傳演出等等活動在一定程度上提高了市場知名度，增加了琴行的銷售量和業(yè)務量。通過此次改善管理現(xiàn)狀的計劃的實施，我們強烈地意識到，僅靠一次短期的促銷計劃是不能讓我們一勞永逸的。隨著社會、市場和企業(yè)自身的不斷變化發(fā)展，不斷的調(diào)整改善促銷方式是企業(yè)得以不斷良性發(fā)展擴大的重中之重。市場機遇是無限的，分階段

5、隨時調(diào)整好促銷方式，充滿信心的準備迎接機遇的到來。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.22.introductionweihai zhengyue shop, founded in february, 2004, enjoys a good reputation in the specialty field of guzheng sales and the children and a

15、dults 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. acc

16、ording 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 b

17、y pauline 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 pu

18、rchasing 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 pro

19、duct 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

20、. i 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

21、 project 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 environmen

22、t that 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.

23、 they 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 effe

24、ctive 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 need

25、s, 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 l

26、ives 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 fin

27、ds 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 cust

28、omer-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

29、necessary 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

30、mentioned 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

31、, much 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 decidin

32、g on 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 int

33、erviews 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 impr

34、oving 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 c

35、ustomers 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 prob

36、lem, 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

37、total 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 peo

38、ple 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 sh

39、op 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

40、, to 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

41、of 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 t

42、o own 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

43、to 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 firs

44、t know 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 s

45、hop 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

46、 choices 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

47、, our specialty in zhengs sale would be an advantage. so making more advertisement and promotion on it would be helpful for our business.3. the swot analysisin order to have a clear picture of the problems the shop is facing as well as the capability to solve these problems, this paper carried out a

48、 swot analysis based on the previous analysis of the situation. this analysis came up with the following results:strengthsthe shop has good reputation within the market.it is located on the main street of downtown.only zhengs sale and training will attract customers.the good long-term relation with

49、old customers will attract their friends to come.weaknessesonly zhengs sale and training will lose other customers who want buy or learn other musical instruments.big market competition will lead to coming to our shop is not the first choice .the budget is limited which may become an obstacle in the

50、 choice of the way of good promotion.opportunitiesmusical education is developing with a good trend as people become to know its good advantage. more and more people wand their kids or themselves to learn one piece of musical instruments at spare time.zhengs is the chinese traditional musical instru

51、ment will be easy to be accepted and popular by chinese people.the zhengs price is not expensive and can be afford by many normal families.treatssome or customers go for other competitors because of our limited kind of musical instruments. a competitor is planning to open another musical instruments

52、 shop near our shop.marketing promotion will cost our money and energy and it is not sure that marketing promotion will bring direct income increase.with the above analysis of shop current situation, the paper believes a one month marketing promotion is an appropriate and effective way to enlarge ou

53、r shops reputation. this project will let more people become to know our shop. through the project, the shop can make full use of the strengths in experience, reputation and talents as well as the opportunities of the present development of musical education in china to improve its weaknesses. proje

54、ct designbased on the theoretical study and the problem analysis, the paper decides to design a project to deal with the problem our business is facing. the paper will first set the goal and objectives of the project. and then design a detailed a plan for the implementation and evaluation of the pro

55、ject.4.1 project objectivemy project goal is to use various market promotion way to let more people become to know us and enlarge our reputation to attract more customer. therefore, the objectives of the one-month promotion plan are as follows: brochure: to design a brochure about the brief introduction of our shop. hire people to release them in public. sign: place a sidewalk sign outside our shop advertisement: advertise in the