58 innovative plans for marketing

Chapter 27 Cultural Marketing Planning (3)
3. Thinking enlightenment answer ideas: the pursuit of individuality has almost become a fashion, and the culture developed for the pursuit of individuality is at most a highlight of the company.One-sided pursuit of individuality will eventually lead to loss of self, because the frame of reference it chooses is others, not itself; it is to be different from others, not to solve its own problems.Therefore, even if such a characteristic culture is established, it cannot match the problems faced by the enterprise, so it cannot play its true role, and will eventually endanger the survival of the enterprise.

We should also see that blindly engaging in corporate culture construction will not only fail to achieve the target culture advocated, but will form a blind and hypocritical culture in the enterprise.Because in the decision-making process of the business leader, his behavior has already left some kind of information in the company and affected the behavior of the company, which will eventually change the corporate culture.

Therefore, the key to the problem is to understand the necessity of corporate culture construction, not whether it has personality.Under the premise of lacking a full understanding of the meaning of corporate culture, giving suggestions for pursuing individuality cannot solve the problem.Even if this suggestion is followed, it is a blind move without knowing why, and the result can only be pure innovation, or the construction of corporate culture as a tool to flaunt the company.

Classic look back
Deyang Electric Power Bureau strives to build a service culture, improve service quality, and promote the leap from traditional services to modern services, becoming a pacesetter in the industry.

Deyang City is located in the hinterland of Chengdu Plain. It is an important part of the Chengdu-(Capital)-De-(Yang)-Mian(Yang) High-tech Industrial Belt. It is an important industrial city in the country and a major technical equipment manufacturing base in China. In 2005, the city's industrial added value, sales revenue, profits and taxes, and profits all ranked second in the province.Speaking of the history and culture of Deyang, it is even more amazing.The Sanxingdui ancient Shu cultural site "sleeped for thousands of years, and became a blockbuster", the Deyang Confucian Temple is the first in the west and the third in the country, and the Mianzhu New Year paintings are well-known throughout the country.

In such a hot land of economy and culture, Deyang Electric Power Bureau, one of the demonstration units of corporate culture construction of Sichuan Electric Power Company, decisively proposed that the construction of corporate culture should be "promoted as a whole in terms of safety culture, clean government culture and service culture, and serve In accordance with the idea of ​​"making key breakthroughs in culture", according to the policy of "establishing a system, introducing concepts, making breakthroughs in pilot projects, and advancing as a whole", we will earnestly carry out various tasks.

"In the process of enterprise management, a few people can be controlled by the prestige of people, a group of people can be restrained by the management of the system, and everyone can be influenced by the power of culture." "External assessment and supervision mechanism, restraint mechanism and work The mechanism is a "hard constraint", but without the "soft drive" and spiritual guidance of the service culture, the power supply service will easily become "service-oriented". Therefore, building a service culture is an inevitable choice for us to improve the quality of services .” Yuan Hongzhuan, Secretary of the Party Committee of Deyang Electric Power Bureau, thinks so.

All cadres and employees of Deyang Electric Power Bureau have launched a large-scale discussion on service culture in recent years.Through discussion, everyone agreed that service culture is the inexhaustible source of high-quality service. Once it is internalized into the psychological needs of employees, the enthusiasm and creativity of employees will be continuously stimulated, which can not only change the quality of service work. The status quo of bad times is moving toward standardization and normalization, and it can improve the awareness of active service, attentive service, and innovative service.Once the service culture is established, the service can complete the integration of culture and concepts from the institutional level, and give full play to the radiation, edification and driving force of culture, thereby forming important productivity.Through the power of spirit and culture, the behavior of enterprises and employees can be regulated from the deep level of management, so that employees and enterprises can stand in the perspective of the market and customers, and continuously improve the quality of services.

The service of power supply enterprises is a systematic project, and many links such as power grid structure, power quality, power supply, and power marketing are closely related to the service.How to refine and form a marketing culture?In the long-term practice of power service work, Deyang Electric Power Bureau organically and systematically combined all aspects of the entire service system such as power distribution, power supply, and marketing, and established a top-down "six major job guarantee systems". That is, the organization and command supervision and assessment system, the publicity and education training system, the customer service quality assurance system, the power supply quality index assurance system, the power market rectification and regulation system, and the work implementation system with full participation.

Under such a perfect service culture framework, the brand-new modern enterprise marketing concept has become a real high-quality service action, which has brought about qualitative and quantitative changes in the overall service level and work standards of Deyang Electric Power Bureau.

Sichuan Deyang Electric Power Bureau raised the banner of service culture, actively pursued continuous innovation in service content and form, built a high-quality service platform, and gradually formed a set of relatively standardized high-quality service working mechanisms, which achieved good results.

It can be seen from the case that to build a service culture, understanding is the key.

Skillful touch
A service marketing scholar once gave the definition of service culture: "Service culture is a culture that encourages high-quality services. Organizations with this culture can provide the same services for internal customers and external customers. Everyone in the organization To provide quality service to external customers is regarded as the most basic way of life and one of the most important values.”

Service is the foundation of an enterprise, and culture is the root and soul of service and the highest state of service.The essence of service competition is cultural competition, and cultural management is the highest level of management. "Service is a product or activity that provides or satisfies the needs of customers." To form a service culture, to build a service culture, only through the understanding and understanding of service characteristics can it be possible to complete the "provide or meet needs" to customers. A terminal task.

thinking innovation
A service culture can only be formed if there is an incentive for quality service.This does not mean that the company should play an advertising campaign to emphasize the importance of service, but to let everyone know that high-quality service is encouraged and valued in a subtle way.Secondly, high-quality service is not only for external customers, but also for internal employees. It is far from enough to promise high-quality service to final customers. All people in the organization should receive the same service.Third, in the service culture, high-quality service is a way of life and comes naturally, so it is the most important standard of the organization.

Based on the theory of organizational culture, service culture focuses on the concept of service and customer satisfaction. Its meaning is to pursue high-quality service. Seen as the most natural and important norm at work, this is the core idea of ​​organizational culture.

A strong service culture enables employees to have a clear code of conduct, serve the right way, and consistently handle situations the right way.When customers have unexpected requests, employees can clearly know what to do.After employees recognize the organization's service culture, they will not quit easily, and customers will be satisfied with the service.The lower the employee turnover rate, the more likely it is that service-oriented values ​​and a positive service attitude will be passed on to newcomers in the organization.The establishment of a service culture cannot be achieved overnight. It requires continuous and coordinated efforts to cultivate a service culture, transform the organization from the old way of operating to the new way, and maintain this service-oriented culture.

Practical points
If an enterprise really wants to win the trust and favor of consumers through the construction of service culture, and establish an everlasting brand value based on this, so as to obtain continuous excess economic returns, it must find out through the superficial, changeable behavior and needs of consumers. to the deep-rooted value needs in their hearts.

Service is not a gift for consumers, and it is not enough to improve service level only at the level of improving consumer satisfaction and loyalty.To strengthen the construction of service culture, we must strengthen "regarding service as an important part of the product". Sometimes "service is the product itself", and consumers pay for "service".If the value is to be reflected in the price, it must be worthy of the price, and the value that the service should have is the essence of the service culture.

Scene reconstruction
1. Scenarios
Zhang Jindong, the head of Suning Appliances, realized early in the early days of his business that "to be a long-term winner in the fierce market competition, to do a good job in business, we must rely on real skills. And to do a good job in after-sales service can completely eliminate the worries of customers. It is the real kung fu that businesses should practice."

So far, Suning's concept of "true sincerity and sunny service" has been praised by more and more consumers. In 1994, Suning realized the all-round transformation of after-sales service, established a special after-sales service department, built a new installation and maintenance center of more than 500 square meters, and started information-based user data management and operation management.All installation and maintenance workers must undergo strict training before they can work. At the same time, the company has formulated a strict management system to standardize the work style.Suning seeks opinions from users by making direct calls or visits to improve after-sales services in a timely manner.

At that time, Suning had established a comprehensive and high value-added after-sales service system integrating installation, maintenance, door-to-door design and free maintenance on the basis of simple installation and maintenance.Along with the continuous expansion of the company's scale, Suning's after-sales service is also steadily improving.On the one hand, Suning continues to expand its local service team in Nanjing, and on the other hand, with the requirements of chain development, the service has also been expanded to the areas where the chain stores have been opened.At the same time, Suning formulated a unified "Suning After-sales Service Management Manual", which, together with the operating specifications for installation and maintenance, was implemented to all branches, so that Suning's services were further unified and standardized, and the management of Suning's headquarters and branches was further strengthened. The operability of service management.

At the beginning of 1999, Suning invested more than 3000 million yuan to establish a large-scale after-sales service center and storage and transportation center covering an area of ​​36 mu. It put forward the slogan "I would rather stop sales than lower the quality of service", and further formulated strict sales procedures in the sales process. The system and work flow have been optimized and combined for outlets.In order to cooperate with the chain development and expansion of the company, Suning introduced the ERP system, and the service management was further standardized and standardized.

On December 1999, 12, Suning Appliance Building, located on Huaihai Road, Xinjiekou, officially opened for business, which marked that Suning's business model had changed from a single air-conditioning franchise to a comprehensive electrical appliance business.At the same time, Suning officially launched the "Sunshine Service" project, making every effort to create a corporate culture of "sincerity, sincerity, and sunshine service", and creatively proposed the construction of "four modernizations" of service, that is, network-based service system and information-based service management , Standardization of service quality and institutionalization of service items.

Along with consumers' increasingly rational consumption demands, Suning has continuously enriched and extended the concept of "sunshine service" based on years of experience in the market. In 2000, Suning proposed the "zero-distance" service, which improved the service lag that generally existed in the market, especially in the household durable goods industries such as computers, kitchens and bathrooms. dynamic service.

In March 2001, Suning put forward the new concept of "once-turn-on" in the sales of color TVs. Before the color TVs are sent out, all channels are adjusted to meet the needs of consumers who can watch TV programs without adjusting the TVs. Widely praised by consumers.

On March 2002, 3, Suning proposed a new concept of "full staff service".From the president to the ordinary employees of the company, all members are service personnel, serving users.At the same time, each employee should regard customers, suppliers, colleagues who communicate and cooperate with him daily as "customers" and provide timely and high-quality services.

The corporate culture spirit of "true sincerity, sunshine service" has been imprinted in the hearts of every Suning employee.With the continuous expansion of the chain scale, Suning is always improving its own service level, and at the same time increasing investment in the software and hardware construction of the service system, striving for excellence.

Question: How does Suning achieve service culture marketing?
2. Role simulation
If you are a marketing planner of a telecommunications company, the quality of customer service directly determines the revenue, how do you think to cultivate a service culture and promote marketing work?

3. Thinking Enlightenment
How should enterprises carry out service culture marketing?

4. Physical training games
Props: some paper, some pens.

Number of participants: 20 people.

Method: 20 people were divided into 4 groups, 5 people in each group.Set a specific scene, and the 4 groups write a service culture marketing plan for a certain designated company.

Rules: within a limited time, which group's plan is perfect and feasible, and which group wins.The time is 120 minutes.

Purpose: Through the game, cultivate the game participants' ability to plan corporate culture marketing.

5. Improve plan
Reference answer

1. Situational case: The answer is omitted.

2. Role simulation: The answer is omitted.

3. Thinking Enlightenment Answer Ideas: Carry out service culture marketing: Enterprises can combine internal marketing with other supporting marketing activities as a powerful means to cultivate service culture.All employees, including managers, supervisors, and employees in contact with customers understand and accept corporate goals, strategies and tactics, products, services, external marketing activities, and corporate processes, and understand the importance of service, service orientation, customer awareness, and their own responsibilities In order to understand what goals the company wants to achieve; the company pays attention to establishing good external relations between employees, customers and other aspects, creating a harmonious atmosphere within the organization and positive relations among employees; cultivating service-oriented management and leadership among managers and supervisors Style; teach service-oriented communication and interaction skills to all employees.When service orientation and customer focus become the most important norms in the organization, a service culture will naturally emerge in the organization, and there will be a foundation for service culture marketing.

Maintenance of service culture marketing: Once a service-oriented organizational culture is established, it must be maintained in a positive way, otherwise the attitude of employees will easily change, which is determined by the characteristics of the organizational culture itself.For the maintenance of service-oriented organizational culture, the most important thing is to obtain the management support of every manager and supervisor.The style and means of management are crucial here. It is necessary to ensure that management means can encourage and strengthen employees' service awareness and customer orientation; ensure that good internal marketing relationships can be maintained; ensure that internal dialogue can be maintained and that employees receive continuous feedback. Information and feedback; market new services, products and marketing campaigns and processes to employees before they are introduced.When managers at all levels have their eyes on solving problems for customers, employee satisfaction increases.Every manager and supervisor is involved in this ongoing process of creating and sustaining culture by encouraging their employees, opening up various formal and informal channels of communication, and ensuring feedback to employees , the service culture is likely to be maintained.In this way, service culture marketing can continue.

(End of this chapter)