4S店市场经理的前景
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz/iaBNyHsYne57a64ic0Crq02UQ1H0U0SbPVoibInSdnKtXaiboRSM0uibbC9l78W9KrygFeiau2P8jZIOe7WeP5Maiaibmg/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">做过市场的人其发展空间是<span style="color: black;">没</span>限的。当你的市场能力足够强时，你就<span style="color: black;">能够</span>做任何行业的市场，这项功能是<span style="color: black;">公司</span>其他职能人员中很难实现的。</span><span style="color: black;">职业速览：市场经理的行业定义有制定<span style="color: black;">制品</span>企划策略、品牌推广等</span><span style="color: black;">15</span><span style="color: black;">项功能之多。<span style="color: black;">一般</span>在老板眼中，市场经理的工作<span style="color: black;">常常</span><span style="color: black;">便是</span><span style="color: black;">协同</span><span style="color: black;">营销</span>部经理更有效率地<span style="color: black;">加强</span>销量。<span style="color: black;">区别</span>行业市场经理职能在市场<span style="color: black;">科研</span>分析或促销设计等方面各有侧重。</span><span style="color: black;">市场经理年薪<span style="color: black;">通常</span>在</span><span style="color: black;">15</span><span style="color: black;">万～</span><span style="color: black;">20</span><span style="color: black;">万，虽然不是热门的金领职业，<span style="color: black;">亦</span>属于稳中有升的<span style="color: black;">潜能</span>一族。</span><strong style="color: blue;"><span style="color: black;">这个月的<span style="color: black;">营销</span>业绩还是一片惨淡。</span></strong><span style="color: black;"><span style="color: black;">营销</span>经理：</span><span style="color: black;">“</span><span style="color: black;">你们做这么多市场巡展活动简直是劳民伤财，你们花这么多的钱，<span style="color: black;">基本</span>不体谅<span style="color: black;">咱们</span>挣钱的艰辛。</span><span style="color: black;">” </span><span style="color: black;">市场经理：</span><span style="color: black;">“</span><span style="color: black;">你们总是很短视，只看到眼前利益，<span style="color: black;">无</span><span style="color: black;">宣传</span>，<span style="color: black;">无</span>活动，你们的<span style="color: black;">营销</span>压力只会更大。</span><span style="color: black;">” </span><span style="color: black;">就像<span style="color: black;">白日</span>不懂夜的黑<span style="color: black;">同样</span>，</span><span style="color: black;">“</span><span style="color: black;"><span style="color: black;">营销</span></span><span style="color: black;">”</span><span style="color: black;">与</span><span style="color: black;">“</span><span style="color: black;">市场</span><span style="color: black;">”</span><span style="color: black;">永远是一对冤家。<span style="color: black;">营销</span><span style="color: black;">分部</span>挣钱，市场<span style="color: black;">分部</span>花钱。<span style="color: black;">营销</span><span style="color: black;">分部</span>短视，市场<span style="color: black;">分部</span>远视。</span><span style="color: black;">衣着光鲜、搞掂客户的<span style="color: black;">营销</span>人员，永远是<span style="color: black;">机构</span>最为关注、投入最大的对象。而市场人员就<span style="color: black;">无</span><span style="color: black;">那样</span>幸运，在小心翼翼地花费市场<span style="color: black;">花费</span>的<span style="color: black;">同期</span>，<span style="color: black;">她们</span>还得看老板和<span style="color: black;">营销</span><span style="color: black;">分部</span>的眼色。</span><span style="color: black;">有人说，做市场是一门科学<span style="color: black;">亦</span>是<span style="color: black;">同样</span>艺术。<span style="color: black;">做为</span>科学，它有着<span style="color: black;">知道</span>的<span style="color: black;">目的</span>和执行<span style="color: black;">周期</span>；<span style="color: black;">做为</span>一门艺术，它的衡量指标<span style="color: black;">更加是</span>虚<span style="color: black;">没</span>缥缈。市场经理的地位<span style="color: black;">亦</span>多少有些尴尬</span><span style="color: black;">…… </span><strong style="color: blue;"><span style="color: black;">市场人的价值难道真的是</span></strong><strong style="color: blue;"><span style="color: black;">“</span></strong><strong style="color: blue;"><span style="color: black;">口说<span style="color: black;">没</span>凭</span></strong><strong style="color: blue;"><span style="color: black;">”</span></strong><strong style="color: blue;"><span style="color: black;">吗？</span></strong><span style="color: black;">现身说法：</span><span style="color: black;">清华同方光盘股份有限<span style="color: black;">机构</span>市场部总经理于洪琛</span><span style="color: black;">干过电视和<span style="color: black;">媒介</span>的于洪琛对市场和新生事物有着天生的<span style="color: black;">敏锐</span>性，出于对视频技术的热爱及市场工作的好奇，他接受清华同方光盘老总的邀请，出任市场部总经理。</span><span style="color: black;"><span style="color: black;"> LG</span></span><span style="color: black;">电子中国</span><span style="color: black;">IT</span><span style="color: black;">市场部经理李逸</span><span style="color: black;">做市场让李逸非常投入并且激动。他说这种感觉不是从<span style="color: black;">没</span>到有地去创造，而是把消费者脑子里<span style="color: black;">已然</span>存在但别人并<span style="color: black;">无</span><span style="color: black;">发掘</span>的规律挖掘出来，<span style="color: black;">特别有</span>意思。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> Q</span></strong></span><strong style="color: blue;"><span style="color: black;">：市场经理<span style="color: black;">怎样</span><span style="color: black;">表现</span>自己的价值？</span></strong><span style="color: black;">于洪琛：尽早摆脱边缘化</span><span style="color: black;">从一个自由的传媒人转变为职业经理人，成天面对着一大群博士硕士，我<span style="color: black;">起始</span>还真有点不适应。</span><span style="color: black;">“</span><span style="color: black;">市场部形同虚设，花钱都不会花。</span><span style="color: black;">”</span><span style="color: black;">老总这么<span style="color: black;">评估</span>我的几任前任。当时，底下各个事业部都设有自己的</span><span style="color: black;">“</span><span style="color: black;">嫡系</span><span style="color: black;">”</span><span style="color: black;">市场人员，所有的市场活动及策划从来都不<span style="color: black;">经过</span>总部。虽然我在圈里呆了这么<span style="color: black;">数年</span>，<span style="color: black;">亦</span>算有着丰富的<span style="color: black;">媒介</span>资源和市场经验，但对<span style="color: black;">怎样</span>改变市场部</span><span style="color: black;">“</span><span style="color: black;">边缘化</span><span style="color: black;">”</span><span style="color: black;">的尴尬地位，起初我还真是犯了难。而老总就给我一条<span style="color: black;">意见</span>：</span><span style="color: black;">“</span><span style="color: black;">学习学习再学习。</span><span style="color: black;">” </span><span style="color: black;">虽然老总<span style="color: black;">亦</span>算支持我，但我并不想<span style="color: black;">经过</span>老总往下压，我<span style="color: black;">期盼</span><span style="color: black;">经过</span>自己的<span style="color: black;">奋斗</span>来证明，事业部花在市场上的钱花得值。我<span style="color: black;">起始</span>在服务上花心思，观察<span style="color: black;">发掘</span>事业部<span style="color: black;">非常多</span>市场推广工作做得并不到位。<span style="color: black;">非常多</span>客户活动<span style="color: black;">便是</span>纯粹<span style="color: black;">商场</span>目的的推广活动，他们就算花钱请<span style="color: black;">媒介</span>，人家都不愿意来。我做过<span style="color: black;">媒介</span>管理及<span style="color: black;">媒介</span>经营，<span style="color: black;">非常</span><span style="color: black;">认识</span><span style="color: black;">媒介</span>的运作规律，于是我动用自己<span style="color: black;">累积</span>的资源，<span style="color: black;">火速</span>就发动了新一轮宣传攻势，各事业部不仅花钱少，效果却出奇的好。初战告捷，我带领的市场部<span style="color: black;">最终</span>前进了一大步，凭借着丰富的策划经验及拍摄手法，市场部把总部及各大事业部的平面<span style="color: black;">宣传</span>和文案策划都接过来，市场部的专业水准<span style="color: black;">最终</span>得到了<span style="color: black;">机构</span>上下的认可。</span><strong style="color: blue;"><span style="color: black;">李逸：有<span style="color: black;">非常多</span>方式去衡量市场的<span style="color: black;">功效</span></span></strong><span style="color: black;"><span style="color: black;">非常多</span>人觉得市场<span style="color: black;">针对</span><span style="color: black;">营销</span>的推动<span style="color: black;">功效</span><span style="color: black;">无</span>办法来衡量，然而事实未必如此。<span style="color: black;">例如</span>说做一次<span style="color: black;">制品</span>活动，市场的<span style="color: black;">目的</span><span style="color: black;">便是</span>使<span style="color: black;">更加多</span>人接触新<span style="color: black;">制品</span>，改变<span style="color: black;">更加多</span>人的认知。这些都是<span style="color: black;">能够</span>衡量的，市场的大部分工作是强化用户头脑<span style="color: black;">其中</span>已有的观念。事实上，越来越多的<span style="color: black;">公司</span>已<span style="color: black;">逐步</span>以市场为主导。</span><span style="color: black;"><span style="color: black;">机构</span><span style="color: black;">能够</span>用<span style="color: black;">非常多</span>方式去衡量市场的<span style="color: black;">功效</span>。<span style="color: black;">例如</span>说</span><span style="color: black;">DELL</span><span style="color: black;">做直销，它刊登在每家<span style="color: black;">媒介</span>上的<span style="color: black;">tel</span>都<span style="color: black;">区别</span>，<span style="color: black;">这般</span>它就<span style="color: black;">能够</span><span style="color: black;">按照</span>所接到<span style="color: black;">tel</span>的数量去衡量<span style="color: black;">媒介</span>的<span style="color: black;">功效</span>。另一方面，<span style="color: black;">咱们</span>会很<span style="color: black;">注意</span>卖场人员对<span style="color: black;">咱们</span>的满意度，<span style="color: black;">定时</span>询问<span style="color: black;">咱们</span>的推广活动及宣传策略<span style="color: black;">针对</span><span style="color: black;">制品</span><span style="color: black;">营销</span>的促进<span style="color: black;">功效</span>。<span style="color: black;">倘若</span>一个市场人从来不去卖场，从来不去接触终端客户，那他<span style="color: black;">必定</span>不是一个<span style="color: black;">叫作</span>职的市场人。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> Q</span></strong></span><strong style="color: blue;"><span style="color: black;">：市场经理最<span style="color: black;">要紧</span>的工作是什么？</span></strong><span style="color: black;">于洪琛：当好参谋，做好情报工作</span><span style="color: black;">我从<span style="color: black;">媒介</span>出来，习惯关注竞争对手的一举一动，做市场工作<span style="color: black;">亦</span><span style="color: black;">一样</span>如此。我觉得最<span style="color: black;">要紧</span>的市场工作<span style="color: black;">便是</span>情报工作。</span><span style="color: black;">市场情报调研分析工作。市场经理更<span style="color: black;">大都是</span>在扮演参谋的角色，<span style="color: black;">经过</span>前期调研和分析，看<span style="color: black;">制品</span><span style="color: black;">是不是</span>适销对路，辅助<span style="color: black;">公司</span>高层决策。<span style="color: black;">咱们</span>每周都会做一个内部通讯，<span style="color: black;">仔细</span>地列出竞争对手<span style="color: black;">近期</span>的动作和动态，并<span style="color: black;">经过</span>数据图表加以专业分析。通畅的情报系统<span style="color: black;">常常</span>是市场部对<span style="color: black;">公司</span>最大的贡献。</span><span style="color: black;">同方光盘的<span style="color: black;">制品</span>比较稳定，定<span style="color: black;">位置于</span></span><span style="color: black;">“</span><span style="color: black;"><span style="color: black;">一晚上</span>之间<span style="color: black;">持有</span>数字化图书馆</span><span style="color: black;">”</span><span style="color: black;">，客户群以<span style="color: black;">公司</span>用户<span style="color: black;">占多数</span>，而<span style="color: black;">将来</span>定位群将<span style="color: black;">逐步</span>扩大到个人用户。个人市场空间虽然很大，但前期调研仍是重点，否则<span style="color: black;">茫然</span>转型就<span style="color: black;">寓意</span>着<span style="color: black;">制品</span>做出来却卖不出去。</span><span style="color: black;">策划、组织市场营销活动。这是市场部的基本职能，每年的客户年会及大型推广活动都是市场部的重头戏。今年年初，<span style="color: black;">机构</span>在武夷山做了一个</span><span style="color: black;">500</span><span style="color: black;">多人大规模的客户活动。我<span style="color: black;">无</span>搞成<span style="color: black;">通常</span>的客户答谢活动，而是请来数十位业内顶级专家，率先<span style="color: black;">颁布</span>了数据库行业标准、数据库质量标准及服务标准，<span style="color: black;">咱们</span>给自己设限，不少用户都<span style="color: black;">非常</span>不解。而率先设立行业标准，<span style="color: black;">亦</span>是对自己<span style="color: black;">制品</span>质量和信誉的最佳<span style="color: black;">保准</span>。后来，<span style="color: black;">非常多</span><span style="color: black;">媒介</span>都纷纷<span style="color: black;">报告</span><span style="color: black;">这事</span>，<span style="color: black;">机构</span>品牌得到很好的推广。</span><span style="color: black;">对<span style="color: black;">公司</span>品牌推广。同方光盘虽然有<span style="color: black;">必定</span>知名度，但仅局限于<span style="color: black;">公司</span>用户。我<span style="color: black;">此刻</span>面临最大的挑战是<span style="color: black;">怎样</span>在个人用户中加强品牌印象，<span style="color: black;">机构</span>新近推出</span><span style="color: black;">“</span><span style="color: black;">中国知网</span><span style="color: black;">”</span><span style="color: black;">，定<span style="color: black;">位置于</span>打造最大的数字化学习平台。<span style="color: black;">怎样</span>让</span><span style="color: black;">3</span><span style="color: black;">亿人<span style="color: black;">晓得</span>中国知网，我想从培养<span style="color: black;">制品</span>氛围<span style="color: black;">起始</span>。今年，<span style="color: black;">咱们</span>在书市搞了不少宣传活动，<span style="color: black;">便是</span>想<span style="color: black;">经过</span><span style="color: black;">加强</span>数字化学习<span style="color: black;">认识</span>，<span style="color: black;">从而</span>达到间接推广品牌目的。</span><span style="color: black;">李逸：从消费者端<span style="color: black;">思虑</span>问题</span><span style="color: black;">做市场的核心是从消费者端<span style="color: black;">思虑</span>问题，最<span style="color: black;">要紧</span>的是要让你的消费者认为你的<span style="color: black;">制品</span>好，市场<span style="color: black;">分部</span><span style="color: black;">表率</span>着消费者去推动<span style="color: black;">机构</span>各个<span style="color: black;">分部</span>的工作，反馈消费者的信息。</span><span style="color: black;"><span style="color: black;">将来</span>市场<span style="color: black;">制品</span>同质化现象会越来越严重，当<span style="color: black;">制品</span>功能的创新远远超出消费者的<span style="color: black;">实质</span><span style="color: black;">运用</span>需求时，市场就会起到绝对<span style="color: black;">要紧</span>的<span style="color: black;">功效</span>。举个例子，家用电脑</span><span style="color: black;">“</span><span style="color: black;">奔</span><span style="color: black;">4”</span><span style="color: black;"><span style="color: black;">已然</span>能够满足人们的<span style="color: black;">必须</span>了，但人们<span style="color: black;">为何</span>要用</span><span style="color: black;">“</span><span style="color: black;">奔</span><span style="color: black;">5”</span><span style="color: black;">，你得去说服消费者去买</span><span style="color: black;">“</span><span style="color: black;">奔</span><span style="color: black;">5”</span><span style="color: black;">的<span style="color: black;">制品</span>，这就要靠市场了。哪个<span style="color: black;">机构</span>的市场做得好，能够打动消费者，他的<span style="color: black;">制品</span>就<span style="color: black;">必定</span>会有市场。</span><span style="color: black;">做市场让我非常投入并且激动。这种感觉不是从<span style="color: black;">没</span>到有地去创造，而是把消费者脑子里<span style="color: black;">已然</span>存在但别人并<span style="color: black;">无</span><span style="color: black;">发掘</span>的规律挖掘出来，<span style="color: black;">特别有</span>意思。当你的<span style="color: black;">发掘</span>与消费者的欲望正好重合的时候，那种快乐难以用语言来表达。市场<span style="color: black;">便是</span>在<span style="color: black;">持续</span>地寻求这种重合中成长的。</span><span style="color: black;"><span style="color: black;"> Q</span></span><span style="color: black;">：市场经理入行门槛高吗？</span><span style="color: black;">于洪琛：从老板兜里掏钱，<span style="color: black;">不易</span></span><span style="color: black;">虽然<span style="color: black;">大众</span>对市场经理并不陌生，我却觉得市场经理入行门槛其实挺高的。毕竟你是从老板兜里掏钱！不少市场经理都是半路出家，<span style="color: black;">常常</span>只<span style="color: black;">拥有</span>某一方面特长，真正做得好的人并不多，加上市场部定位并不清楚，<span style="color: black;">非常多</span>时候只充当一个行政执行角色。我就深感自己差距还很大，还要清楚自己应该<span style="color: black;">奋斗</span>的方向。</span><span style="color: black;">清楚老板的想法。<span style="color: black;">无</span>哪家<span style="color: black;">机构</span>愿意瞎花钱，做市场，<span style="color: black;">仅有</span>老板<span style="color: black;">尤其</span>相信你的<span style="color: black;">才可</span>，你才有发挥的机会。<span style="color: black;">一般</span>领导层关心的是这个项目和利润<span style="color: black;">怎样</span>挂钩。市场策划<span style="color: black;">必要</span>是在非常<span style="color: black;">认识</span>这个行业的前提下，清楚老板想打动什么客户，<span style="color: black;">期盼</span>达到什么目的，<span style="color: black;">这般</span><span style="color: black;">才可</span>组织一个有效的策划项目。那次武夷山会议成功地颁布了行业标准，老板见到我的<span style="color: black;">第1</span>句话却是：</span><span style="color: black;">“</span><span style="color: black;">你那个市场<span style="color: black;">分部</span>半死不活的，可怎么办呀？</span><span style="color: black;">”</span><span style="color: black;">我心里就明白，老板又有新的想法和<span style="color: black;">需求</span>了。</span><span style="color: black;"><span style="color: black;">必要</span><span style="color: black;">认识</span>行业规律。我刚进入这个行业时感觉就像听天书<span style="color: black;">同样</span>，一年<span style="color: black;">奋斗</span>下来，对图书情报行业<span style="color: black;">最终</span><span style="color: black;">认识</span><span style="color: black;">有些</span>皮毛。缺乏专业背景和行业知识，<span style="color: black;">常常</span>会是市场经理发展的短板。</span><span style="color: black;">熟悉传媒运作推广规律。好的点子和<span style="color: black;">方法</span>终究是要<span style="color: black;">经过</span>媒介推广出去，这是市场经理必不可少的专业技能。丰富的<span style="color: black;">媒介</span>资源，出色的沟通能力都将使市场经理如虎添翼。</span><span style="color: black;"><span style="color: black;">认识</span>营销模式。<span style="color: black;">区别</span><span style="color: black;">制品</span>卖点不<span style="color: black;">同样</span>，推广模式<span style="color: black;">亦</span>有所<span style="color: black;">区别</span>。市场经理要给营销<span style="color: black;">分部</span><span style="color: black;">供给</span>源源<span style="color: black;">持续</span>的卖点，<span style="color: black;">例如</span>针对<span style="color: black;">公司</span>用户，<span style="color: black;">能够</span>推出<span style="color: black;">有些</span>适合用户特点的培训，在培训过程中还<span style="color: black;">能够</span>加入<span style="color: black;">非常多</span>卖点，<span style="color: black;">从而</span>促成<span style="color: black;">营销</span>。而个人用户显然和普通推广模式有所<span style="color: black;">区别</span>，<span style="color: black;">宣传</span>成本很高，<span style="color: black;">况且</span>收效不会太<span style="color: black;">显著</span>，否则几百万的数据库，别人还会以为你们只是个</span><span style="color: black;">“</span><span style="color: black;">大仓库</span><span style="color: black;">”</span><span style="color: black;">。</span><span style="color: black;">善于组织协调，随需应变。只要市场部一干事，<span style="color: black;">公司</span>内各<span style="color: black;">分部</span>就<span style="color: black;">起始</span>跟着忙乎。市场部<span style="color: black;">非常多</span>时候<span style="color: black;">亦</span>充当行政角色。策划时是参谋<span style="color: black;">分部</span>，落实时<span style="color: black;">便是</span>一个<span style="color: black;">统一</span><span style="color: black;">分部</span>，<span style="color: black;">此时</span>组织协调能力<span style="color: black;">显出</span>犹为<span style="color: black;">要紧</span>。年初的客户年会因禽流感频频变更会议地点，市场部就充分承担了<span style="color: black;">各样</span>协调任务，随需应变。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> Q</span></strong></span><strong style="color: blue;"><span style="color: black;">：市场经理的职业前景怎么样？</span></strong><span style="color: black;">李逸：做过市场的人发展空间<span style="color: black;">没</span>限</span><span style="color: black;">从<span style="color: black;">全部</span>社会的发展趋势看，市场的<span style="color: black;">功效</span>将越来越受到<span style="color: black;">注意</span>，环境<span style="color: black;">亦</span>越来越有利于市场的职业经理人。</span><span style="color: black;">做过市场的人其发展空间是<span style="color: black;">没</span>限的。当你的市场能力足够强时，你就<span style="color: black;">能够</span>做任何行业的市场，这项功能是<span style="color: black;">公司</span>的其它职能人员中很难实现的。</span><span style="color: black;"><span style="color: black;">将来</span><span style="color: black;">公司</span>发展的大趋势<span style="color: black;">必定</span>是以市场为主导，虽然<span style="color: black;">此刻</span><span style="color: black;">非常多</span><span style="color: black;">机构</span>还是以<span style="color: black;">营销</span><span style="color: black;">分部</span>为主导，<span style="color: black;">然则</span>只要经过一段时间，<span style="color: black;">公司</span>会越来越以市场为导向，以市场部为主导。这是个进化的过程，可能<span style="color: black;">必须</span>经过变革，但这是自然<span style="color: black;">选取</span>的结果。</span></p>
“NB”（牛×的缩写，表示叹为观止） 你的努力一定会被看见，相信自己，加油。
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