Abstract: People are products, especially for marketing people, a university graduate that is about to stand out from numerous job seekers, successfully moved to the transformation of roles? Write a job planning book, and how is it?
introduction
I am a wolf
------ A declaration of a marketer
I am a finely proud wolf hunger revealed that there is no performance for success. There is no performance, and the marketing people are in the interest of the hero, and the marketing people are in the Mercedes-Benz in the mountains. Find everywhere for the ideal, for the wish of the wish, maybe there is a confused life's footsteps may have 彷徨, I am willing to guarantee that I can be more furious for the love, I can fight for ideals.
After four years of university life, it will face graduation, how to make yourself stand out in many job seekers, in front of the employer, have a bright feeling, smooth from a student into an excellent staff, prior analysis and planning An essential work. Solenity, creativity is always the goal of the author, no exception, the author tried to use itself as a product, comprehensive utilization of various analytical, positioning, strategy, tactical means, hoping to achieve a market leader (ie in the shortest The goal of finding the ideal work within time.
First part of market analysis
I. Market background analysis (employment environment analysis):
● This year's ordinary colleges and universities will have 1050,000 graduates, of which Hunan is 58,000, which is slightly higher than the previous year. ● General college graduates are basically concurrently oriented, and they have moved from the strokes to autonomous career, two-way selection. ● The domestic economy began to gradually rebound from the shadow of the Asian financial crisis, and the employment situation is optimistic. ● The knowledge economy has raised higher requirements for the informationization of talents. ● In the case of the integration of the world, the trend of the world economy is strengthened, and the internationalization of talents has put forward higher requirements. ● Chinese companies are transforming to marketing tissue from production and promotional organizations.
Second, the purchaser analysis (recruitment analysis):
The recruitment unit can be divided into four types: fool; affordable type; harsh; mixed type. The characteristics of various employers are analyzed in the following table:
From a reality, the fool type is mainly better than the state-owned enterprises, which is not much in this employer, and it is impossible to have too many time. Competitive pressure will soon will lose the opportunity to live, For someone, this kind of company is not an ideal place, excluding the exclusion;
The harsh company is based on a small private company. This unit has to run well again, but also from the horse, do not eat grass, everything from the self, never considering the requirements of the staff and its development self-demand, no big It may be an ideal talent, nor may maintain a long-lasting vitality, nor is it an ideal organization, and I don't think about it.
The mixed-type enterprise is based on a significant part of state-owned enterprises, providing lower salary, nor requires staff to achieve good results, is not concerned about market competition, and the market is slow, this company does not compete, I don't give it. consider.
Affined type of enterprise can be divided into two categories: first, you have to run well, then give the horse to eat a grass; or first eat a grass to the horse, then you have to run well. The former categories are represented by some excellent private enterprises, marketized state-owned enterprises, which are represented by some excellent three-funded enterprises. Predictile companies can achieve the goals of enterprises and individuals, which is ideal, and I only consider joining such companies. Therefore, the following is further analyzed only for this type.
● The recruitment unit gradually attaches great importance to the comprehensive skills of talents, from simple qualifications to the students and heavy abilities, both of them see the diploma. ● For the choice of marketing staff, it is preferred to select people who really agree with marketing value. ● The recruitment unit has two ways to use the use of talents: long-term utilization, willing to choose from the graduates, willing to train long-term training; short-term utilization, unwilling to choose from the graduates, unwilling to provide training for a long time. ● Since the marketing major is a professional category introduced abroad in the past ten years, the recruiter is less born. ● Recruitment in coastal areas, three closures, initial test, retest, final test; mainland area recruitment is two levels: initial test, taking it. ● The recruitment unit value is more important to the first impression of talents. Third, competitors analysis (other job seekers analysis)
From the perspective of the purchaser (employer), there are two major categories of experience in the market (talents). For experience people, there are many years of professional and industry accumulation, strong implementation, and more market operation experience. It can quickly meet the requirements of the company, there is a relatively advantage, but the current sings also have their own advantages, the low requirements of salary, strong plasticity, the passion and high loyalty of the just shot have also become a company. The necessary talents, relatively experienced, competing at different levels, with good development prospects.
Since I have been a graduate, it is positioned in the marketing cause, so direct competitors will be a graduate for other applicants.
● Direct competitors can be divided into the following: First Class Non-branded university marketing professionals; second types of famous university marketing professionals; the third type of famous university is non-marketing professionals. The fourth category is non-marketing unmarketing professionals.
● The first type of talent comprehensive skill is general, there is a professional foundation, identifying the value of marketing, and constitutes a certain threat to I. ● The second type of talent comprehensive skill is high, the professional foundation is solid, and the value of marketing is the biggest competitor of myself. It should be extremely attached to its competitive advantage. ● Third types of talents lack marketing professional knowledge, not strong marketing, difficult to identify marketing value. In addition to a few people, it is generally necessary to choose a marketing business, it is not to find the right to work. Once you have your favorite job, you will resign immediately in the marketing. However, due to the general knowledge of famous colleges, there is a strong comprehensive skill, which has a certain threat to I. ● The fourth type of talent comprehensive skill is general, no professional foundation, it is difficult to identify the value of marketing, and the threat to him is small.
Fourth, market demand forecast (employment prospect analysis)
● WTO's upcoming joining makes marketing competition from domestic competition to international competition, and increases international marketing talents. ● The rise of the knowledge economy has aroused huge demand for network talents. For the demand for general marketing talents, the actual amount is still growing, but the growth rate is gradually slowing. ● The economic recovery is taken into a huge demand for marketing talents. ● International domestic enterprises have attracted great demand for marketing talents in marketing work. ● From Guangdong, Jiangsu, Zhejiang, Beijing, Tianjin, some regional feedback information, and marketing majors are more shortage, with large demand. ● More companies tend to choose more comprehensive skills, and recognize their business graduates as their marketing staff. ● From the school you graduated, it is one of the earliest introduction of marketing majors in China. The word of mouth is better, and the society has a large demand for this school.
V. SWOT analysis
Advantage:
● Identify the huge value of marketing to society, with advanced marketing concept, willing to struggle for the marketing cause. ● Have strong comprehensive skills, written, oral oral expression ability. ● Have better foreign language, computer skills (English level 4, computer secondary) ● Professional foundation is solid, form is based on marketing discipline as the core, and other relevant disciplines are supplemented by reasonable knowledge structure. ● Have a higher market analysis capabilities and participate in better market surveys. And master some advanced market analysis tools. ● There is more marketing practical experience, ginsen by the marketing planning activities of many enterprises in Hunan Province, and uses a series of product sales activities, and has proposed a lot of recommendations, and some are relevant units. The adoption has certain practical capacity. ● Familiar with humanities and geography of coastal areas. ● There must be a certain understanding of some regional culture, and can be free to communicate with Cantonese, Hunan dialect and Chuan system dialect. ● There is innovative spirit, can use new methods, new ideas affect others. ● IQ, high emotional business, high high. ● Good health, hard work. Personal point:
● Marketing itself is limited, including cash, funds on the passbook currently only RMB 1450. ● English is not over six, spoken and listening levels are not high.
chance point
● The society has a huge demand for marketing talents. ● The seller's market is further transformed from the buyer's market to promote marketing into the heavy and heavy in the work. ● Marketing is a recent emerging professional direction, and there is less talented talents from the class before. At present, there is not much sourvor, and the competition is not large. ● ** Business School Marketing is a key professional, and the society is optimistic. '
Threat point
● Marketing concept is further popular in society. It takes a certain amount of time. The concept of enterprise business layers also has a certain gap, which affects the voice of marketing staff in the enterprise. ● ** Business School is a general higher college in the province for the new merger of less than 6 years.
Part 2 Marketing Strategy, Tactics
First, the target market segmentation:
Enterprises' Nature Segmentation: Enterprise Units, Business Units. Industry Segmentation: Consumer Products, Industrial Enterprises, Consulting. Region Segment: Coastal, Mainland. Ownership Nature Segment: State-owned, private, and three capitals.
Second, the market positioning:
Professional positioning: professional marketing talents, familiar with market analysis, have sensitive market awareness, good communication concept and market operation ability; connotation positioning: advocating "intersection of mind", paying attention to communication, integration between people Each environmental elements are stable and wins.
Third, the target market selection:
Choose an enterprise unit; choose a consumer goods enterprise or consulting company; choose a private or three-funded enterprise; choose a coastal enterprise.
The selected enterprise must also meet the following conditions:
(1) The first part refers to the affordable enterprise (III) Enterprise (III) Search for a wide range of enterprises (V) recently, the company has a complete talent training mechanism
Fourth, marketing strategy: can be summarized in one sentence: one heart, three
One heart:
One heart for marketing business
Dual use:
It is used to improve your life, and it is used to return society.
Triple:
First Out: Marketing Business Observes, familiar with business work, reaching the leader in the business; second proof: Marketing Management, marketing management positions when business experience is mature. Topping your experience to new business people, build an excellent marketing team; Third Outline: Marketing Planning, focusing on marketing management, focusing on marketing planning, planning the whole work.
Four eyes:
Four five-year goals:
The first five-year goal: the goal of the income, reached a year after the annual income of 50 million yuan, three years later reached 100,000 yuan, five years later, reached 20 million yuan. The second person's five-year goal: the profit contribution target The third five-year goal: the visibility goal, five years later reached a higher visibility in the same industry, with a certain market position. The fourth five-year goal: the job goal, five years later, enter the high-level leadership of the enterprise marketing department. V. 4PS strategy:
(1) Product strategy:
Planning my core products as a job seeker lies in innovative work ability, unyielding struggle, strong upward, excellent teamwork ideology and strong reproduction motivation.
(2) Price strategy
1, two years, 200,000 yuan, monthly, the monthly income of 4,000 yuan 2, two years later, 3,000 yuan later, the monthly total income of 6000 or more 3, five years later, the basic salary is more than 10,000 yuan, the monthly total income is more than 18,000
(3) Distribution channel strategy
1. By participating in Changsha, Guangzhou, etc. Talent exchange will promote yourself; 2. Promote yourself through online recruitment; 3. Through participation in talent exchanges; 4, introduce yourself through mentor, relatives and friends.
(4) Advertising and promotion strategy
1, advertisement:
Image advertisement, establish a good image, favored by the employer; maintain a neat-tidy costume; drill the moving speech; a copy of the job planning book, with a creative point of view, differentiated appeal to seek the attention and appreciation of the employer; publicity data issuance Ten job materials; use the work of organizing yourself in some professional media as a free advertising carrier, propagating its own professionalism.
2, personnel sales:
Using the characteristics, combined with the other party needs, take the initiative to recommend yourself.
3, the promotion of the trial products:
Try three months with preferential prices. Field product demonstrations, fully express their own advantages in the interview.
4, public relations:
Actively participate in social welfare activities, show your social responsibility in the employer, and maintain a good image.
Six, supplement new knowledge, new experience strategies.
In order to maintain a continuous core competitiveness, I still have to increase from the following aspects:
(1) Read the marketing books; (2) Learn advanced marketing thinking to excellent marketing staff; (3) Continue to exercise the skills to communicate with people; (4) Continue to cultivate against merchants.
