Chapter 405

Su Jindong sat down and took two bites of rice into his stomach. Up to now, he is really hungry. He chewed two bites quickly and almost chewed his tongue. He said: "during the meeting, he also heard some complaints. There are some problems in the external environment and the small environment inside the company..."

This is an economic era in which marketing is the king. Even the success of IDA electronics benefits from Zhang Ke's forward-looking marketing strategy to the greatest extent. The self expansion of employees in the marketing department is inevitable, and employees in other departments will naturally enhance 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, Yang Yun was appointed as the director of the marketing department, and Lu Qingsheng, who was in charge of production, was appointed as the deputy general manager. His actual practice was to put the marketing department in a relatively less important position, which exacerbated the imbalance in the hearts of some people to a certain extent.

The stick can't be waved to anyone's ass. after chatting in the box for a long time, Zhang Ke raised his hand and looked at his watch. It's past 11 o'clock. Liu Minghui hasn't called him at this time. He's somewhat disappointed, and there's no need to wait any longer.

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The moon is hanging in the air, and the moonlight outside the window is like the sea. Entering October is the real autumn of Haizhou city. In late October, there will be a burst of autumn rain and a burst of cool. At this time, the night is just a little cool, but there is no cold.

When the window opened, Zhang Ke looked across the window at the huge Xiangshan Mountain in front. The lights on the mountain were sparse, more like a huge shadow standing in front.

Yang Yun drove by himself, turned into Tonghai road in front of Xiangshan and went to Guanyang town of his family; Zhang Ke asked Su Jindong to take his car back to the city.

The South Cliff of Xiangshan Mountain is steep. The only road circling to the gate of Xiangshan Forest Park halfway up the mountain goes up from the northeast corner of Xiangshan mountain. There are several KTVs at the intersection. Neon lights are flashing and people are very popular. After passing Xiangshan intersection, I saw two people standing in front of a KTV at the intersection talking with cigarettes in their hands. One was Cao Xinyang, director of the South China Office of the marketing department, and the other, Zhang Ke, was also familiar. He was Xie Zhan, the general manager of Kewang electric, who almost brought down Haiyu. They probably drank too much in there and came out to smoke and breathe.

"..." Su Jindong looked at Zhang Ke and was 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 DVD player manufacturers are concentrated in Huadu, Zhongshan, Guangzhou and other places, making the market competition in South China the most intense. The market share of IDA electronics in South China has never exceeded the national average, which is the main reason. Cao Xinyang is a very capable person.

"As I said, whoever thinks he has mastered the channel has mastered the lifeblood of the company, and I will never retain him." Zhang Ke easily spits out a sentence, "Kewang electric, a joint venture between Chint and Jincheng, has made great efforts in the past two or three months. It is also very normal for them to dig out the people they need from Aida Electronics..." these things have been thought of for a long time, Naturally, there's nothing too unexpected.

Fu Jun didn't slow down. In the twinkling of an eye, he left the KTV behind. Su Jindong still looked back uneasily. Cao Xinyang and Xie Zhan had been blocked by the house and couldn't see. He thought it would be easier for Cao Xinyang to be alone.

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

"Set up a sales company to appease all the princes?" Zhang Ke smiled and said, "this is a good way to appease all the princes, but it's not necessary..." Zhang Ke's original intention was to suppress all the princes and set up a sales department. Although there is a place to place Liu Minghui, it will help boost the arrogance of the sales directors in the following regions. This is not the situation he wants to see, "The focus of the marketing department should be the marketing department, not each region. To establish a sales department, it is only to set up a sales division 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 each region are abolished, it is OK. For the sales work of a province, an ordinary sales engineer assists the local dealers, that is Competent... "

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

Su Jindong sighed when he saw that Zhang Ke did not agree to dismantle the sales work from the market part to establish a * * Department. Liu Minghui did not have much experience in brand operation, and it was impossible to immediately transfer Yang Yun to his post and let him take charge of the marketing department instead of Yang Yun. As for how Liu Minghui should arrange, he could not suggest.

Zhang Ke looked at the night outside the window. Before he reached the city, the night outside the street lights was silver gray, as if covered with mist.

"Other things should be steady first," Zhang Ke said to Su Jindong when he got off the bus. "What should be done today has not been done. Let's continue tomorrow."

The sales executives from all regions were called back mainly to discuss the market plan for next year. Su Jindong nodded and watched Zhang Ke leave.

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The next morning, Zhang Ke asked Fu Jun to pick him up to Yilong town. Before the meeting, he announced the punishment decision on Xiao Yiqun, an employee of the South China Office of the marketing department. The supervision department will no longer investigate the issue of bills. However, due to Xiao Yiqun's resignation letter, Cao Xinyang, director of the South China office, and Liu Minghui, deputy director of the marketing department, were punished with 500 yuan and 500 yuan respectively according to the company's regulations A fine of 1000 yuan can be regarded as a not too surprising ending to the matter.

Su Jindong announced the punishment decision, which is not a major punishment. The following people didn't say anything, but they couldn't look too good when Cao Xinyang and Liu Minghui were involved.

Zhang Ke cleared his throat and went straight to the topic. He seemed to completely forget what happened yesterday and said: "Today we will discuss the market plan for next year, and the detailed plan will be drawn up before November. Whether this plan can enable Aida electronics to continue to achieve market glory next year depends on whether all of you here can really be called the elite in this circle..." Everyone here knows that Zhang Ke's market level is a miracle. After listening to his words, of course, there can be no complacency. Zhang Ke looked slow and said, "The sales of Aida electronics is expected to exceed 4 billion this year, which is the result of your joint efforts. I hope the sales target of next year can exceed 6 billion in China. At the same time, I will make greater efforts to carry out overseas sales and strive to achieve sales of 1 billion. Next year's market plan will also be based on these goals. The budget for market publicity investment is also based on the predicted sales, I think the domestic part can look like 600 million. In addition to the centralized advertising investment of the marketing department, we will also increase the investment in regional advertising. The regional advertising is divided into sales areas, and the total amount is controlled within 200 million. The budget proportion between sales areas is determined by sales... "

Zhang Ke reported such data, and all the faces here were shocked.

This year, the market publicity budget of Aida electronics is nearly 300 million. At this time, it has actually spent 200 million, of which the vast majority is spent uniformly by the market headquarters. It has invested more than 100 million in CCTV. The advertising budget that can be mastered by each sales area is very limited and is strictly limited by the headquarters.

Next year, the overall advertising budget will be doubled. Not to mention, regional advertising will be divided into sales areas. Listen to this meaning, the company intends to increase the autonomy of advertising in each sales area. For a large sales area such as South China, it may be able to master the advertising budget of 30 or 40 million next year. In today's society, it is only when you master financial power that you really master power. This news is naturally exciting 。

"We are bound to win the bidding of CCTV Standard King next month?" Su Jindong didn't think much about the problem of mastering the advertising budget in the sales area. He set aside such a large piece of the advertising budget for next year. The natural goal was directed at the standard King of CCTV next year. He was a little surprised and turned his head to ask Zhang Ke. During this period of time, he didn't listen to Zhang Ke mention this matter, thinking that Zhang Ke would probably give up the competition for the standard King next month.

"Well, last year's market shrinkage of CCTV Standard King Kong Fu banquet wine, I believe everyone here knows that if IDA electronics wants to continue to write a brilliant market next year, it can't easily remove the halo of CCTV Standard King." Zhang Ke looked at Cao Xinyang with deep eyes and thought what kind of talk Xie Zhan had with him last night. His eyes stayed on Cao Xinyang's face for a moment and continued to look at the face below, "Last year, we won the CCTV Standard King at the price of $80 million. This year is not so easy. First, our success will greatly encourage other DVD player manufacturers, such as Kewang electric appliance, who have made great efforts in market publicity recently, with obvious traces of imitating us. Maybe they will also be interested in the CCTV Standard King next year. Second, CCTV may adopt this year With the bidding method of explicit bidding, the on-site bidding will be more intense. I'm sure that the bid price will not be less than 200 million next month, so we have to make a budget of 250 million to 300 million... "

"Three hundred million..." Yang Yun said secretly, "it's really necessary to take three hundred million to compete for the standard King of CCTV?"

"When we gave CCTV 80 million last year, someone calculated an account for me and said that we would send a Santana to CCTV every day. In fact, this person didn't know that one Santana was not worth 150000, and the two Santana were about the same," Zhang Ke said, causing a burst of laughter. He paused and said, "It's true that we send two Santana to CCTV every day, but we have to drive out two Cadillacs from CCTV every day. I didn't send Santana to CCTV until I saw Cadillac..." Next, he laughed again. Su Jindong shook his head and smiled without saying anything. Last year, he also had great doubts about Zhang Ke's decision. Zhang Ke is naturally sharp for the market, which is far less than others.

Zhang Ke smiled at the corners of his mouth, seemingly proud, and said: "Next year's market situation will be more complicated. Because it will be more complicated, it is even more important to win the commanding height of CCTV's standard King. Of course, it is impossible to exchange Santana for Cadillac. I also want to open two Cadillacs from CCTV every day and send at least one Mercedes Benz to it every day... You know, China will always be the most important world in the world It's not too expensive to seize this market. We can always get enough profits from it. "

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At noon, we had dinner in the company's restaurant. Zhang Ke sat in a box with Su Jindong, Ding Huai, Jiang Wei, Lu Qingsheng, Zhou Yiping, Yang Yun and Liu Minghui. Zhang Ke said to Liu Minghui, "if possible, next year, we will set up a sales branch and an overseas branch under the marketing department to manage all sales areas and expand overseas sales. Can you write a draft for me..."

"Ah?" Liu Minghui looked at Zhang Ke suspiciously. "The morning meeting just said that local advertising should be divided into sales areas, not to hand over the advertising budget to each sales area?"

"Next year, we will increase the local advertising efforts, but it is still under the overall control of the headquarters with the assistance of the sales areas. Such a large amount of advertising budget can not be handed over to the following sales areas, which will cause trouble. Dividing the sales areas is just for more accuracy and convenience." Zhang Ke said. He was disappointed to see Liu Minghui's eyes, I know he took his meaning wrong in the meeting. The establishment of a sales division under the marketing department to manage the work of each sales area is actually a downgrade to each sales area. Naturally, it will not increase the financial power of each sales area and make these princes support and respect themselves.

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

Considering that the annual budget of a region in Xinwu city is only 6.7 billion, Zhang Ke can feel Liu Minghui's disappointment.

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