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Su Jindong sat down and took two mouthfuls of rice into his stomach, and until the meeting was held, he was really hungry, chewed two bites quickly, almost chewed his tongue, and said: "During the meeting, I also listened to some complaints, and there are some problems in the external environment and the small environment within the company......

This is an economic era in which marketing is king, and even the success of AIDA Electronics is due to Zhang Ke's far-sighted marketing strategy. Pen, fun, pavilion www. biquge。 It is inevitable that the self-aggrandizement of the employees within the info marketing department will naturally increase the importance of the marketing department in the overall situation of the company.

After Zhang Ke transferred Zhou You to be in charge of Xinguang Paper, he let Yang Yun take the position of director of the marketing department, and let Lu Qingsheng, who was in charge of production, take the position of vice president.

The stick is not something that can be waved on anyone's butt casually, after chatting for a long time in the box, Zhang Ke raised his hand and looked at his watch, it was already eleven o'clock, Liu Minghui had not called him at this time, he was somewhat disappointed, and there was no need to wait any longer.

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The eyebrow moon hangs in the air, the moonlight outside the car window is like the sea, entering October, it is the autumn in the real sense of Haizhou City, in late October, there will be a burst of autumn rain and a cool, the night at this time is just a little cool, and there is no chill.

The car window opened, Zhang Ke elbowed through the car window, looking at the huge Xiangshan mountain in front of him, the lights on the mountain were sparse, and it was more like a huge shadow standing in front.

Yang Yun drove by himself and turned into Tonghai Road in front of Xiangshan in the direction of his family's Guanyang Town; Zhang Ke asked Su Jindong to take his car back to the city together.

The south cliff of Xiangshan is steep, and the only road that circles to the gate of Xiangshan Forest Park halfway up the mountainside goes up from the northeast corner of Xiangshan, and several KTVs are opened at that intersection, with neon lights flashing, and it is quite popular. Passing by the intersection of Xiangshan Road, I saw two people standing in front of a KTV at the intersection talking, both holding cigarettes in their hands, one of them is Cao Xinyang, director of the South China Office of the Marketing Department, and the other person, Zhang Ke is also very familiar, it is Xie Zhan, the general manager of Kewang Electric Appliances who once almost collapsed Haiyu, and now is the general manager of Kewang Electric.

"......" Su Jindong looked at Zhang Ke, a little worried about his reaction.

South China is one of the most important market areas of AIDA Electronics, due to the relatively developed electronic industry in South China, most of the DVD player manufacturers are concentrated in Huadu, Zhongshan, Guangzhou and other places, making the competition in South China the most fierce. Aida Electronics' market share in South China has never exceeded the national average, which is the main reason, Cao Xinyang is quite a capable person.

"As I said, whoever thinks he has mastered the channel will control the lifeblood of the company, and I will never keep him." Zhang Ke spit out a sentence very easily, "Kewang Electric, a joint venture between Chint and Jincheng, has been quite strong in the past two or three months, and it is very normal for them to want to dig up some of the people they need from Aida Electronics...... "These things have long been thought of, and naturally there is no feeling of surprise."

Fu Jun didn't slow down when he drove, and left the KTV behind in a blink of an eye, Su Jindong still looked back with some unease, Cao Xinyang and Xie Zhan had already blocked the house and couldn't see it, thinking that it would be easier to do it if Cao Xinyang was unstable alone.

"I have considered before, can we split sales and marketing into two departments, let Yang Yun be responsible for brand operation, and set up sales companies by region under the sales department?" Su Jindong said.

"Set up a sales company to appease the princes of all walks of life?" Zhang Ke smiled and said, "This is a good way to appease the princes from all walks of life, but there is no need to ......" Zhang Ke's original intention was to suppress the princes from all over the country and set up a sales department. To set up a sales department, only a sales division is set up under the marketing department to be responsible for the actual sales work. Sales is not so important in my eyes, even if the sales offices in the major regions are abolished, it is not a big deal, the sales work in a province, an ordinary sales engineer to assist the local distributor can be competent......"

The relationship between AIDA and various channel providers has always been that AIDA is in a strong position, and the focus of the marketing department is to strengthen the position of the AIDA brand in the market, and also to strengthen the position in the hearts of channel providers, and sales work has not been the focus of the marketing department.

Su Jindong saw that Zhang Ke did not agree to separate the sales work from the market part to set up a first-class department, and sighed lightly, Liu Minghui did not have much experience in brand operation, and it was impossible to immediately transfer Yang Yun to other positions, and let him replace Yang Yun to be responsible for the work of the marketing department, as for how Liu Minghui should be arranged, it was not something he could suggest.

Zhang Ke looked at the night outside the window, but before he reached the city, the night outside the street lamp was silver-gray, as if covered with fog.

"Stabilize other things first," sent Su Jindong out of the car, Zhang Ke said to him, "I didn't do what I should do today, let's continue tomorrow." ”

Calling the sales directors of the major regions back is mainly to discuss next year's market plan, Su Jindong nodded, and watched Zhang Ke and them leave.

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The next morning, Zhang Ke asked Fu Jun to come and pick him up to Yilong Town, before the meeting announced the punishment decision of Xiao Yiqun, an employee of the South China Office of the Marketing Department, and the Ministry of Supervision no longer pursued the issue of bills, but Xiao Yiqun took the initiative to hand over the resignation letter, Cao Xinyang, director of the South China Office, and Liu Minghui, deputy director of the Marketing Department, were fined 500 and 1,000 yuan respectively according to the company's regulations, which was considered to give the matter a not too shocking ending.

Su Jindong's announcement of the punishment decision was not a major punishment, and the people below didn't say anything, but it was just that Cao Xinyang and Liu Minghui's faces couldn't be too good-looking.

Zhang Ke cleared his throat, opened his mouth and went straight to the point, as if he had completely forgotten what happened yesterday, and said: "Today we want to discuss next year's market plan, and the detailed plan will be drawn up before November....... Zhang Ke's expression eased, and said, "This year's sales of Aida Electronics are expected to exceed 4 billion, is your encouragement, next year's sales target, I hope that the domestic can exceed 6 billion, and at the same time to carry out overseas sales work more vigorously, and strive to achieve 1 billion sales, next year's market plan will also be based on these goals, the budget for marketing investment, is also based on predicted sales, I think the domestic part can do 600 million dollars, in addition to the marketing department headquarters concentrated advertising investment, It will also increase the investment in regional advertising, and the regional advertising will be divided into sales areas, with a total amount of control within 200 million, and the budget ratio between the sales areas will be determined by sales......"

Zhang Ke reported such data, and the expressions of everyone present were shocked.

This year, the marketing budget of Aida Electronics is nearly 300 million, and 200 million has actually been spent at this time, most of which are spent by the marketing headquarters, and more than 100 million have been invested in CCTV.

Next year, the overall advertising budget will be doubled, not to mention, regional advertising to the sales area, listen to this meaning, the company is intended to increase the autonomy of advertising in each sales area, such as South China, such a sales area, next year may be able to grasp the advertising budget of 30 or 40 million. In today's society, only when you have financial power can you really grasp power, and this news is naturally refreshing.

"Next month's CCTV bidding king, are we bound to win?" Su Jindong didn't think much about the problem of the sales area mastering the advertising budget, and set aside such a large piece of next year's advertising budget, and the natural goal was to directly indicate the CCTV standard king of the next year, he was a little surprised, and turned his head to ask Zhang Ke. During this time, I haven't heard Zhang Ke mention this matter, thinking that Zhang Ke will probably give up next month's bid for the king.

"Well, last year's CCTV standard king Confucius Mansion banquet wine market shrinkage, I believe everyone here has an understanding, if Aida Electronics wants to continue to write a brilliant market next year, it can't easily take off the halo of CCTV standard king to others," Zhang Ke looked at Cao Xinyang with deep eyes, thinking about what Xie Zhan talked to him about last night, his eyes stayed on Cao Xinyang's face for a moment, and then continued to look at the faces of the people below, "Last year, we won the CCTV standard king at a cost of 80 million, and this year it is not so easy." First, our success will greatly encourage other DVD player manufacturers, such as Kewang Electric, their recent market publicity efforts are very large, there are obvious traces of imitation of us, maybe they will also be interested in next year's CCTV bid, the second is that this year CCTV may take the bid method, the on-site bidding will be more intense. I'm sure we won't be offering a price tag of less than 200 million next month, so we're going to make a budget of 250 million to 300 million......"

"Three hundred million ......" Yang Yun secretly said, "Is it really necessary to take three hundred million to compete for the CCTV standard?" ”

"Last year, when we gave 80 million to CCTV, someone else calculated an account for me, saying that we were going to send a Santana to CCTV every day, but in fact, this person didn't know that a Santana was actually not worth 150,000, and two Santanas were about the same," Zhang Ke said, causing a burst of laughter below, he paused, and said, "It's true that we send two Santanas to CCTV every day, but we have to drive two Cadillacs from CCTV every day, and I saw the Cadillac before sending Santana to CCTV......" Laughed again, Su Jindong shook his head, smiled and didn't say anything, last year he also had a big doubt about Zhang Ke's decision, for the market, Zhang Ke is naturally keen, others are far behind.

A smile hung on the corner of Zhang Ke's mouth, looking proud, and said: "Next year's market situation will be more complicated, and because it will be more complicated, it is even more important to win the commanding heights of CCTV standard." Of course, it is impossible to exchange Santana for Cadillac, and I want to drive two Cadillacs from CCTV every day, at least send a Mercedes-Benz to it every day...... You know, China is always the most important world in the world, to compete for this market, no matter how big the cost is, we can always get enough profits from it. ”

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At noon, Zhang Ke and Su Jindong, Ding Huai, Jiang Wei, Lu Qingsheng, Zhou Yiping, Yang Yun, Liu Minghui and others sat in a box to dine, Zhang Ke said to Liu Minghui: "If possible, next year under the marketing department to set up a sales branch and an overseas branch, to manage the sales area and expand overseas sales, can you write a draft for me......"

"Huh?" Liu Minghui looked at Zhang Ke suspiciously, "I just said in the morning meeting that the local advertising is divided into sales areas, isn't it to hand over the advertising budget to each sales area to control by itself?" ”

"Next year, we will increase the intensity of local advertising, but it is still in the overall control of the headquarters, and the sales areas will assist, and such a large amount of advertising budget cannot be handed over to the sales areas below to be responsible, and there will be chaos. The sales area is divided into blocks, just for more precision and convenience. Zhang Ke said, seeing that Liu Minghui was a little disappointed in his eyes, he knew that he would be wrong about what he meant when he held a meeting. The establishment of a sales branch under the marketing department to manage the work of each sales area is actually a downgrade to each sales area, and naturally it will not increase the financial power of each sales area, so that these princes from all walks of life can support their own troops.

Liu Minghui is now basically in charge of the three large sales areas in South China, Southwest China and Central China, and the advertising budget is controlled by the sales area, so he can master the advertising budget of the three sales areas, and the current advertising budget is specifically responsible for Yang Yun to assist Su Jindong and Jiang Wei, which also involves the largest power of the marketing department, and it is also an important reason why the marketing department has always been more weighted than other departments.

Thinking about the annual financial budget of a district in Xinwu City, which is only six or seven billion, Liu Minghui's disappointment, Zhang Ke can understand it to some extent.