营销管理手册PC-procedure and policy-2013-2-25.docx

体系文件营销管理手册编 号K02 MKM 2012 000-1版 本B支持性文件生效日期密 级一编制审核批准第18页 员 File name文件名称S&M (Port Crane) Procedure and Policies营销管理手册-PCNumber编号K02 MKM 2012 000-1Applicable scope适用范围 公 司 内 部 门 内 科（组）内 公 司 外Purpose目的 制 定 废 止 改 订Version number版本号BTotal page总页码共18页Release date发布日期Effective date生效日期Applicable Departments使用部门S&M(PC),Finance Dept营销部（港机），财务部Objectives of Sales & Marketing (PC) Procedure and Policies营销管理手册的目的1、To establish an effective system for systematic and timely project offering and follow up so as to maximize the success rate of project offerings. 为建立一个高效的系统来为项目提供系统化及时的支持，来达到最大成功率2、To build a professional sales team with good product knowledge and ability to present features, benefits and advantages to potential buyers. 为建立一个具备良好的产品知识和有能力介绍产品性能，优点和效益给潜在客户的专业的销售团队，3、To inculcate politeness, keenness and ability to build strong bonding with customers and colleagues within RCI and external parties. 为了教育员工有礼貌的热心的具备能力的，在RCI和外部单位的客户、同事之间建立强有力的联系。4、To develop a dedicated and effective sales and marketing team in the industries. 为建立一个专用且高效的营销团队5、To develop a marketing team that is updated with the market trends and competitors development. 为建立一个及时跟进市场趋势和对手情况的营销团队序号No.修改日期Modification Date修改内容 Content117 Dec 2012Additional Item 827 Jan 2013Additional recommend spare parts list to Sourcing Dept in Item 8325 Feb 2013Additional PO flow in Item 8修订 / 日 期Modify/Date审 核/ 日 期Check/Date批 准/ 日 期Authorization/Date18CONTENTS 目录1.GUIDELINE IN SETTING PROCEDURES AND POLICIES3制定管理手册的指导方针32. LEADERSHIP OF S&M (PC) ORGANIZATION 港机营销部的领导阶层33.ORGANIZATION CHART组织结构图44.ROLES AND RESPONSIBILITY岗位责任4(1)Sales & Marketing, Director (Port Cranes) 营销总监（港机）4(2) Sales Support Manager 销售支持经理6(3) Sales Manager销售经理7(4) Product Marketing Manager产品营销经理7(5) Sales Support Engineer销售支持工程师8(6) Sales Executive销售主管9(7) Product Marketing Executive产品营销主管9(8) Sales Administrative Officer销售行政管理95.SALES SUPPORT DEPARTMENT销售支持科106.SALES DEPARTMENT销售科107.PRODUCT MARKETING DEPARTMENT 产品营销科118. MATTERS COOPERATED WITH OTHER DEPARTMENTS与其他部门的配合事项11(1) Work flow 工作流程11(2) Approval level 审批等级12(3) Assessment guide 质量评估目标13(4) L/C Rate situation 信用证费率情况149.WAY OF WORKING工作方式15(1) Planning 计划15(2) Attire and Behavior着装和行为15(3) Team building团队建设1610.DOCUMENTATION文档规范16(1) Referencing system参照系统17(2) Filing system文件编排系统17(3) Sales Overview 销售反馈1711.COMMISSION SYSTEM佣金制度（待完善）17(1) Sales Commission销售佣金18(2) Performance incentive奖励机制18RCI SALES AND MARKETING PROCEDURE AND POLICYRCI营销部管理手册This procedure and policy is applicable to Sales and Marketing, Port Cranes Division (Hereinafter known as “S&M (PC)”).这个营销管理手册适用于港机营销部（以下简写为S&M(PC)）.1. GUIDELINE IN SETTING PROCEDURES AND POLICIES 制定管理手册的指导方针a) Develop customer-centric working environment.形成一个以客户为中心的工作环境b) Promotes responsiveness to market place.提高向市场的响应能力c) Build a Winning Spirit Culture. Order is KING!形成一个争取胜利的精神文化。订单就是一切！d) Promote team spirit within the S&M (PC).在营销部门内部提高团队精神e) Upkeep with the development in the Container Handling Industries, Sea Terminals, Container Vessel development and Container Yards around the World.维持RCI集装箱运输行业，海运交通，集装箱船和集装箱堆场在全球的发展。 f) To be effective in risk management.为了能够高效进行风险管理g) Be a specialist of Port Cranes especially for Rubber Tyred Gantry Crane, Rail Mounted Gantry Crane and Ship to Shore Crane. 为了成为港口机械特别是RTG,RMG和STS的专家。2. LEADERSHIP OF S&M (PC) ORGANIZATION 港机营销部的领导阶层h) Lead by Sales and Marketing Director (Port Crane) who reports to General Manager of Rainbow-Cargotec Industries Co. Ltd (Hereinafter known as “RCI”). 部门受港机营销总监的领导，营销总监直接向润邦卡哥特科工业有限公司（以下简称RCI）的总经理汇报。i) Assisted by the Sales Support Manager, the sales support team members have to work closely with the respective Sales Force around the World to achieve the agreed target and objectives.协助销售支持经理，销售团队成员必须与分布在世界各地的各自的销售力量紧密联系，以达到既定的目标和结果。j) Assisted by Sales Manager, the sales team has to be established and then grow Kalmar and Genma branding in Mainland China Market. 协助销售经理，成立销售团队，在中国大陆市场发展卡尔玛和杰马品牌。k) Assisted by Product Marketing Manager, the marketing team has to maintain sales tools and marketing material for the effective sales of Cargotec and Genma Port Crane products. 协助产品营销经理，另外营销团队需要维护销售工具和营销材料以高效的销售卡哥特科和杰马港机产品。3.ORGANIZATION CHART组织结构图This organization chart shall be adjusted in accordance to Port Crane market demand.这张组织框架图将会随着港机市场需求来进行相应的调整。4.ROLES AND RESPONSIBILITY岗位责任The role and responsibilities of each appointment are:每个岗位的职能如下：(1)Sales & Marketing, Director (Port Cranes) 营销总监（港机） In China market, be responsible for creating and managing the entire customer sales operation including: 负责创建并管理国内市场客户的整个销售业务包括： strategic sales planning, 编制战略性销售计划。 field sales team activities, 组织销售团队活动。 commercial and technical sales support, 提供商务和技术的销售支持。 contract management and 合同管理。 product/company/brand marketing产品、公司、品牌推广。 In the Rest of the World (RoW), be responsible for creating and managing the sales support operation for Cargotec project sales; including 在国际市场上，负责为卡哥特科产品销售创建并管理销售支持业务，包括： commercial and technical sales support and 提供商务和技术销售支持。 product marketing产品推广。 Responsible for commercial sales support function which may include activities like: 负责销售支持包括以下这些职能： pricing guidelines, 定价指导方针。 final pricing decisions within guideline, and 最终确定在政策内的价格。 structure commercial quotation/contract terms and conditions 编制商务报价/合同条款和条件。 Responsible for technical sales support function which may include activities like: 负责技术销售支持，包括以下业务： responding to specific technical product questions by Cargotec project sales team 回应Cargotec项目销售团队技术上的问题。 providing specification and availability for special product features 为特殊产品特性提供规格和可用性说明。 accepting product compliance against given customer specification text 接受符合客户给出的规格说明书的产品。 establish deviation list on customer specification and write final specification for each quotation separately.建立客户说明书的偏差列表，并分别为每个报价编写最终的说明书。 Responsible for product marketing function which may include activities like: 负责产品营销业务，如下： create marketing strategy, in some parts together with Cargotec project sales team 负责创建营销策略，在某些部分与卡哥特科销售团队一起。 execute such marketing plans with the exception of activities related to direct customer interaction. 制定除了直接客户相关的活动以外的营销计划。 create sales argumentation material for each product to better compete against competition and communicate/train such marketing material for the use by relevant sales people. 为每个产品制定销售论证材料来更好地与竞争对手竞争，对相关的销售人员进行如此的营销材料的培训。 maintain an effective sales manual for these products so that most of the quotation documentation can be built by Cargotec, who for these products will also consolidate possible project specific documentation into their standard quotation package.为使卡哥特科能够建立大部分报价文件，为产品制定一个有效的销售手册，对于这些产品，销售总监也应该把可能的项目文件合并到标准报价里。 Responsible for sales function which may include activities like:负责销售业务，如下： building strong bondage with customers与客户建立强有力的联系 establish dealer network for effective sales results为达到更高效的销售结果建立经销网络 stay up to date with activities and requirements of major customers and competitors跟踪主要客户的最新活动和需求以及竞争对手最新的活动 Other responsibilities including:其他职责如下： To stay up to date with macro-economic, technical and commercial trends impacting Port Crane customers in China and RoW. 及时跟进影响中国乃至全球港机客户的最新的整体经济、技术及贸易趋势 Maintain up to date knowledge of Port Cranes product specifications, all sales and marketing-related, commercial and general technical developments 及时了解港机产品的最新说明和销售及市场相关的贸易及技术动态 Coordinate, set up and implementation of year plan(s), including budgets, in line with RCIs strategic and operational objectives.协调，指定和实施年度计划，包括预算，RCI的策略和业务目标 Develop pricing strategies to maximize sales revenue and profitability发展定价策略以使产品销售收入和盈利最大化 Consolidate the Port Cranes order intake and sales planning/ forecasts to calculate new equipment sales opportunities巩固现有港机订单量和销售计划以测算新设备的销售机会 Consolidate and provide reports and forecasts as requested to support business planning at RCI and Cargotec level.以RCI和Cargotec的标准合并编制报告及预测，为商业计划提供必要的支持 Set key performance Indicators for continuous financial improvement in terms of sales volume, cost of sales and gross margin 就销售量，销售成本和毛利，设置关键性能指标以提高利润。 Apply leadership skills to develop a motivating work culture, encourage productive teamwork and promote a customer friendly, business winning culture.运用领导能力发展激励性的工作文化,鼓励富有成效的团队合作,形成客户友好、业务成功的文化 Create resource and skills development programs, ensuring optimal retention and development of talented local Sales and Marketing people.创建资源和技能发展项目,确保最佳的留住和发展有能力的当地的销售和营销人才(2) Sales Support Manager 销售支持经理 Manage the day-to-day activities of the team; monitor the performance of the staff and to re-allocate resources to improve the teams overall result. 管理整个团队的日常活动；监督团队的工作表现，并对资源进行再分配以提高整个团队的效率。 Oversee sales support operation for RTG, RMG and STS, covering activities such as drafting of crane specification; listing of technical and commercial deviations; structure offering; create sale argument and other activities needed by the Regions and sales forces.监督RTG,RMG,STS的销售活动，包括草拟起重机规格；列出技术和商业上的偏差；结构报价；建立地区和销售人员需要的销售参数和其他事项 Coach sales support engineer on the technical and commercial aspects of the Cranes; on creativeness in tender offering; and on strategies to outperform the competitors in tender offering. 训练销售支持工程师如下能力：起重机技术和商业方面的知识；报价的创造力；在报价中做得比对手更好的策略。 Prepare Rest of World (RoW) sales forecasts and budgets; monitor sales volume against forecasts to identify problem areas; and adapt procedures to improve the overall performance of the team. 为其他地区的销售做预测和预算；检测销售量以确认问题区域；适应流程来提高整个团队的表现 Visit end user if necessary as part of the sales support activities in the respective Regions and customers in China 必要情况下拜访中国客户和各自地区的最终用户 Good leadership with ability to motivate the team to perform well while maintaining high retention of staff within the team 在保持团队内部员工的度联系的同时，要具有激励团队做得更好的领导能力(3) Sales Manager销售经理 Develop sales plans, activities, and manage the day-to-day activities of a sales team in order to achieve RCIs sales target for RTG, RMG and STS in Mainland China 制定销售计划，销售活动；管理销售团队的日常活动以达到RCI产品RTG,RMG和STS在大陆的销售目标。 Prepare sales forecasts and budgets; monitor sales volume, revenues and profitability against forecasts; and adapt procedures or re-allocate resources to improve the overall performance of the sales team. 为销售测算做准备；监督销售量，收入和抗风险的可能性；适应规程和再分配资源来提高销售团队的整体成绩。 Establish good relationship with customers at all levels and build up strong user references at strategic ports / terminals within Mainland China. 与各种层次的客户建立良好的合作关系；在大陆以内有战略意义的港口或码头建立强大的用户关系网 Coach sales executive on the technical feature selling, commercial negotiation and selling techniques.训练销售主管技巧性的销售，商业谈判和销售技巧 Ensure up-to-date customer records; track the status of orders, deliveries and progressive payment by customer; to maintain sales commission and expense records of sales team. 确保及时更新客户记录；跟踪订单状态，货物发运和客户分期付款的状态；维护销售团队的销售佣金和消费记录。 Good leadership with ability to motivate the team to perform well while maintaining high retention of staff within the team. 在保持团队内部员工的度联系的同时，要具有激励团队做得更好的领导能力(4) Product Marketing Manager产品营销经理 Develop and implement marketing plans for RCIs products/services in order to meet established sales or market share targets. 为了满足已形成的销售份额或市场占有率的目标，制定和执行润邦卡哥特科的产品或者服务的营销计划。 Monitor, analyze, and evaluate market trends, users behavior, and competitors activities. Also to identify market opportunities; adjust marketing strategy and plans to meet changing markets and competitive conditions. 监视，分析和评估市场趋势，客户的行为和竞争对手的活动；确认市场机会；调整营销策略和计划以满足不断变化的市场和竞争环境。 Liaise with other functional and operational area managers to ensure that marketing strategies and activities are integrated with other parts of the business and align with the overall RCIs and Cargotecs objectives.联络其他部门的经理以确保营销策略和活动能与公司其他部门相协调，保持与RCI和Cargotec的目标相一致 Develop, monitor and implement product route map to ensure products continue to be relevant to the changing customers needs. 促进，监督和实现产品线，以确保产品仍与不断变化的客户需求相一致 Up keeping of brochures, sales and presentation materials for Category A products under RCI. 更新公司A类产品手册，销售和介绍材料。 Conduct and analyse annual customer satisfaction survey for users in Mainland China. Make recommendation on action plan needed for the achievement of 90% customer satisfaction level. 每年对中国大陆的用户产品满意度进行调查并分析。做一个实施计划以达到90%客户满意。(5) Sales Support Engineer销售支持工程师 Be the contact person from RCI to serve as sales support to:-the Regions through Terminal Project Sales Offices at Cargotec and -the sales forces covering Mainland China作为RCI的联系人来通过码头项目销售办公室为销售支持服务 Ability to develop crane specification by extracting key and critical information from the tender document.根据投标文件上的摘录出的关键信息能够建立起重机说明书。 Capable in listing out technical and commercial deviations while being creative in preparing tender offering. 能够列出技术和商务性偏差，同时创造性的为报价做准备。 Good follow up on offerings and is systematic in documentation of discussions relating to all matters relating to tender offerings.跟踪支持，系统化所有相关报价文件。 Have the inner drive to convert tender offering into order confirmation and to work towards S&M (PC)s key performance indicators. 把报价转变为订单确认，致力完成RCI的工作指标。 Analyze and report customers needs and wants relating to the specification of the cranes. 分析并报告客户的与起重机说明书相关的需求。(6) Sales Executive销售主管 Pursue sales leads within allocated regions within Mainland China. 争取在中国大陆分配的区域内占据销售领先地位。 Assess customer needs and suggest appropriate products and services.评估客户需求，建议合适的产品和服务。 Generate technical selling and negotiate prices and delivery terms within limits of authority, and conclude sales orders to meet revenue targets.在权利范围内，编制技术销售和谈判价格和发运条款；总结出销售订单以满足盈利目标 Identify, research, and contact prospective customers and build positive relationships that will generate future sales and repeated orders.确认，研究和联系有可能的客户，建立与将会有销售和重复订单的客户积极地合作关系 Refer sales leads, customer feedback, and information on competitor activity to appropriate contacts within RCI so that they can respond to changing market conditions and customer demands.提交销售线索，客户反馈，对手活动的信息给RCI内相应的联系人，为了他们能够应对不断变化的市场和客户需求 Develop long-term sales plans for key customers and adapt sales activities so that these objectives are met.为重要客户建立长期的销售计划，适应销售活动，以保证这些目标得以实现。 Establish annual, quarterly, monthly, or weekly sales plans and prioritize and schedule own activities so sales targets are met. 建立年度，季度，月度，每周的销售计划，分清销售活动的优先，安排好计划，使销售目标得以实现。(7) Product Marketing Executive产品营销主管 Design, develop, and implement marketing activities and materials such as brochures, audio/ visual materials. Also ensure that such material is up to date and culturally acceptable. 设计编制营销材料并执行营销活动，比如手册，音像材料等；确保这些材料是最新的。 Coordinate involvement in conferences, exhibitions and marketing seminars, if any.如果有的话，协调参与会议，展览和销售研究小组。 Gather and compile users behaviour and competitors activities. Identify market opportunities; adjust marketing strategy and plans to meet changing markets and competitive conditions. 了解和收集客户和竞争对手的活动；确认市场机会；调整营销策略和计划以满足不断变化的市场和竞争环境。 Assist in developing, monitoring and implementing product route map to ensure products continue to be relevant to the changing customers needs. 协助促进，监督和实现产品线以确保产品仍与不断变化的客户需求相一致。 Assist in the conduct of the annual customer satisfaction survey.协助年度客户满意度的调查。(8) Sales Administrative Officer销售行政管理 Secretary to Sales & Marketing Director.作为销售总监的秘书，协助营销总监相关事宜。 Assist to do research on customer accounts, prospects, competitors, and industry trends to support Sales and Marketing departments. 协助研究客户价值，发展前景，竞争对手和工业趋势来支持营销部门 Support sales team by communicating and coordinating with staff from other areas in the organization. 通过与销售部其他地区的员工的交流与合作来支持销售团队。 Use databases or other computerized systems to maintain up-to-date customer records; to track the status of orders and deliveries; to maintain sales commission and expense records of sales team.用数据库或其他计算机系统来保持更新客户资料；跟踪订单和发运的状况；记录销售团队的销售回扣和消费账目 Ensure proper filing of correspondences and documents.确保信函和文件合理归档 To generate sales reports and statistics.完成销售报告和销售统计5.SALES SUPPORT DEPARTMENT销售支持科The Sales Support Department has responsibilities to actively respond to all Port Cranes inquiries and tenders around the world, including Mainland China. This department shall be organized by team to support different time zones such as Asia Pacific (APAC), America (AMER) and Europe, Middle East & Russia (EMER) regions. The concerned parties must be contactable at all times either through email or mobile phone. 销售支持科有责任积极回应来自国内外的港机咨询和招标。销售支持科分布在不同时区的地区，比如亚太地区，美洲，欧洲，中东地区和俄罗