Construction Machinery Industry Marketing Strategy

China's construction machinery industry grew out of state-owned enterprises, experienced three major economic system stages of planned economy, planned commodity economy and market economy. The sales model of products also evolved accordingly, forming a unique sales model in each period. With the development of the social economy and the gradual maturity of the market, the choice of the sales model has begun to show new changes, and more and more attention has been paid to the control of the efficiency, cost, and risk of the sales model.

Evolution of marketing model of construction machinery

1. Transformation of marketing model from singleness to diversity

Before the 1980s, under the planned economy system, the market was a seller's market, and the manufacturer's scale was relatively weak. The marketing task was basically based on product delivery and after-sales three-package services, forming a single direct sales model. In the direct sales model, manufacturers set up branch offices or offices around the country, station their own sales and service personnel, and directly face end users to carry out sales and service work. At this stage, market competition is not yet sufficient, especially since the development of channels has just begun. Manufacturers basically have no more choices in the sales model.

From the 1980s to the mid-1990s, with the reform and opening up and the expansion of the market, the social demand for construction machinery products increased significantly, manufacturers continued to increase, the scale of enterprises expanded, competition intensified, and the consumer groups were collectively used by construction units in the past. Purchasing mainly for units, small groups, and private multi-level development. The traditional direct sales model has not been able to meet the requirements of development. Manufacturers began to look for a new marketing model - the agency model to meet the challenges of the market. The agency model is that the manufacturer passes the agent with large scale and strength, sells its own products in a certain area, and provides the three-package service sales model for users. At this time, the size of the agency is relatively small, the scope of the agency's products is mainly limited to the conventional scale products, and the direct sales model still dominates.

After the mid-1990s, China's construction machinery industry entered a period of rapid development. State-owned, private-owned, and joint-venture companies and other companies have participated in market competition. The unprecedented expansion of market size and production capacity has directly promoted the development of channels. The dominant position of the direct sales model has gradually been replaced by the agency model, especially the loader and excavator. Almost all of the sales of construction machinery products use the agency model.

The issue of the cost of running and the risks of the agency model began to appear. At the same time, with the development of the domestic financial market, microfinance conditions have been relaxed, and the sales model of simple financial leasing has also begun to enter the enterprise. Therefore, in order to reduce costs and risks, a mixed marketing model of direct sales, agency, and financial leasing became the choice of this period.

2. The future development trend of marketing model

In the market conditions where supply exceeds demand and products are heavily homogenized, the agency system is the most viable one. The reasons are as follows: First, the Chinese market is too large, and local development is not balanced. It is difficult for manufacturers to face users in different markets independently. Selecting an agency model is equivalent to choosing localization; second, the rational use of regional marketing resources by agents. Strong distribution capabilities; third, the integrated business model of procurement, production, and sales does not conform to the trend of economic globalization. With the deepening of the division of labor and the increase in the strength of agents, the agency system will be a trend, and the space for development will also increase.

In addition, the characteristics of construction machinery products are very suitable for the use of financial leasing methods, but due to the short development time of the Chinese market, the country's low credit level, coupled with the user's strong sense of independence and unique purchasing psychology, making the development of financial leasing slow. With the maturity of the market, financial leasing will gradually become an important part of the marketing model in the post-market era.

At the same time, with the increase of the social possession of construction machinery products, users’ demands for construction quality and efficiency have been continuously improved and the professionalization of the social division of labor is further specialized. It is also a more effective sales model for manufacturers to establish their own construction companies. There are obvious advantages for introducing new products. In this respect, German Breguet company has a lot of experience worth learning from. The extensive development of Internet technology has provided the conditions for companies to use online sales. Future network sales will grow with the development of the post-market era, and the share will gradually increase.

The choice of marketing model

1. Factors that determine the marketing model

In modern market conditions, for most companies, there are three key factors that determine their marketing model: first, channel efficiency, second, channel cost, and third, channel risk. Channel efficiency refers to the efficiency of distributing products to target customers through channels; channel costs refer to the costs paid by enterprises for the use and management of channels, including direct costs of establishing channels and indirect costs of management channels; channel risks refer to channel changes or failures. This may have a major impact on the company or a loss to the company.

2. The scope of application of various marketing models

From the perspective of marketing theory, the direct sales model is applicable to products with high value, high technology content and small market demand, as well as the promotion and sales of new products; while the agency model is the opposite, applicable to products that require large-scale sales, and can reduce manufacturing. The cost of sales of the business and the expansion of the distribution scale, but it is relatively difficult for the manufacturers with more types of products to adopt the agency system; the hybrid model is suitable for the manufacturers to sell different types of products in different regional markets, and its main feature is to increase Channel efficiency and decentralized channel risk.

3. Steps to determine the marketing model

(1) Comprehensive analysis of the key factors affecting corporate marketing channels: mainly including product features, technical content, market demand and company size; brand influence, market share, current industry channel level, scale, maturity; channel costs, Efficiency and risk; the stage of development of the company.

(2) Analyze the advantages and disadvantages of different marketing models for the development of enterprises, and formulate marketing plans.

(3) Evaluation of the marketing model program. Its core is whether the marketing model adapts to the actual situation of the enterprise and matches the internal and external resources of the enterprise.

(4) The determination and implementation of the marketing model. In determining the marketing model, the core is to grasp the marketing ability and the development stage of the company.

(5) Adjust the marketing model in practice.

Marketing model risk control

Any marketing model has both a favorable and a risky side. The key is how to use advantages to control risks.

1. Risk control of direct sales model

The biggest drawback of the direct sales model is that with the expansion of the market and the scale of the company, only by continuously expanding the marketing team to meet the market demand growth, the management costs will increase accordingly, and the management difficulty will gradually increase. Sometimes, in order to ensure sales performance and better serve users, it is also necessary to deploy personnel from other departments of the company to weaken the company's R&D and production forces. The risk of preventing the direct sales model is mainly to consider the labor cost and distribution efficiency, and to implement the agency system or other models at the right time to gradually reduce the proportion of direct sales in marketing. 2. Agent model risk control

With the gradual integration of agents into several large agents, the influence of agents on manufacturers is decisive. Manufacturers not only face the credit risk of agents, such as: not timely payment, violation of distribution policies, lower service standards, reduced brand loyalty, and agents of competitors' products, but also face operating capacity risks, such as: agents Market development capabilities, self-development capabilities, and lack of continuous operating capacity and other risks.

The most effective way to reduce the risk of the agency model is to develop the agents into the strategic partners of the manufacturers, such as capital as a link, allowing agents to invest in shares, risk sharing, etc., or make the agents become brand franchisers, monopoly Stores, etc.; followed by strengthening the guidance and management of agents, mainly including the management and control of the credit status of agents, sales capabilities, implementation of sales policies, as well as the qualification assessment and assessment of agents and elimination systems.

2. Use multiple marketing models to minimize risk

Different marketing models have different characteristics and applicability. Manufacturers can target different products in different development periods, and can adopt multiple marketing modes to co-exist, such as financial leasing, establishing construction companies and online sales, and strive to reduce risks. To the lowest. However, it should be noted that the emphasis and proportion of various models should be appropriate and reasonable. Do not promote a mature market sales model in an immature market, and do not swing back and forth between the two models.

Taking the Southern Roads as an example, the marketing mode of concrete mixing equipment was basically only direct sales in the past few years, but now it is a mixed marketing model of direct sales, internal agency and external agency. The new marketing model has started Manufacturers bring new impetus to development. Again, such as Shanhe Intelligence, Anhui Xingma and other enterprises, choose the direct sales plus agent model, these are typical cases of success.

3. Use marketing model innovation to reduce risk

Innovation is the eternal theme of enterprise development. Only by insisting on marketing model innovation, can companies truly control risks and develop better and faster. Marketing model innovation can choose two directions: First, differentiation, and second, integrated marketing. Differentiation refers to products that have a competitive advantage in terms of core technology, quality, reliability, and operational efficiency. Integrated marketing means creating features in overall marketing. Products do not necessarily have advantages, but after combining services or payment methods, and other aspects To form its own competitive advantage. Such as the integration of the South Road and the well-known foreign brands for marketing, and agents through mortgages, installments or lease to sell equipment to the user to form a special form of financial leasing.

4. Establish risk management mechanism

Manufacturers have risks regardless of the marketing model adopted, so establishing risk management mechanisms is particularly important. Manufacturers clearly define the sales conditions under various modes, such as full payment, installment period, installment period, down payment limit, credit policy for agents, guarantee system and buyout definition, as well as the use of account recovery systems and users. The archive information management system, credit management system and market supervision system can effectively control risks.

In short, with the development of China's construction machinery industry and the improvement and improvement of the entire credit system, the agency system will surely become the mainstream marketing model, but it is not the only choice, and new marketing models will continue to emerge. Regardless of the marketing model adopted, the pursuit of low cost, high efficiency and zero risk will be the best choice. For such marketing models as direct sales, internal agency, external agency, franchising, mixed sales, financing leasing, and construction companies, and network sales, manufacturers can all try. The key is to find the most suitable model and ensure the risk is controllable. Model innovation will be an eternal theme, and companies that continue to innovate will certainly benefit from it.

How to ensure the effectiveness of marketing activities for construction machinery products

Construction machinery products mainly include main engines, parts and related technologies and services, etc. The continuous increase in the sales of such products is the goal pursued by every salesperson of construction machinery manufacturers. The promotion of corporate brand awareness in sales, the promotion of new research and development products, the consolidation of the traditional market's leading position, the development of potential regional markets, the maintenance of dealers and the end-user customer sentiment, etc., all need to take necessary marketing planning activities.

Most of the users of construction machinery products are rational consumption, and short-term, flashy marketing methods will not be recognized by them. Quality-stable product performance, quick and convenient service means will always be the purchase motivation of such consumers. Therefore, all marketing activities must focus on the end-user purchasing psychology, mobilize the distributors' operating enthusiasm, and promote the key points and levels in order to ensure the success and durability of the marketing planning activities.

The theme of the activity should be clear and in line with the laws of the market

In order to ensure that the planning activities can be carried out in an orderly manner, there must be a clear theme as the guiding ideology for each action. This topic should be based on the actual situation of the planned activities (including the motive, time, location, and expected input of the planned activities). The cost, etc.) and market analysis (including competitors' current advertising behavior analysis, target consumer group analysis, consumer psychology analysis, product characterization analysis, etc.) make accurate judgments, and then draw on the current and most important A theme worth promoting. Do not avoid too many topic choices. Only a single theme can fully convey the information it wants to convey to the target consumer groups, attracting the attention of the audience and making it easier to remember the information the company wishes to express.

To select the theme of construction machinery product planning activities, generally consider the following points:

â–  It is closely related to the interests of target consumers.

Specifically include two aspects: First, to have affinity, the user feels very close, very comfortable, rather than feel tired; Second, there must be credibility, commitment and expected results can not be over-exaggerated.

â–  Consistent with brand positioning.

This is also the key to using a promotional campaign to implement a brand strategy. The formulation of any theme must be based on the core of the brand to be extended and exerted, and ultimately enhance the brand value of the product.

â–  novel and interesting.

The theme of planning must have a sense of the times and avoid staleness and boring phenomena. It must also have a certain amount of news value. Within a certain range, it can arouse public opinions and attention from the industry and create a good word-of-mouth effect.

â–  Themes are easy to spread.

It is necessary to fully consider the effect of propaganda media, promotion methods, user acceptance, and other factors. For example, in the gift promotion method, users of construction machinery products are particularly welcome to work clothes and lubricants. Enterprises can instill refined products in these gifts. The theme of planning can achieve the best effect of communication.

â–  Rules should not be too complicated.

The process of formulating rules of activity should be rigorous. The activity rules should be simple, easy to operate and control. It is necessary to fully consider the patience and understanding of the consumers so that they can participate in promotions in a relaxed atmosphere.

â–  Prevent being imitated by competitors.

When planning activities, it is necessary to consider whether competitors will follow up, how to follow up, and how to stop them. A detailed analysis of the situation of competitors can consider how to please consumers.

The formulation of the theme of planning activities in the implementation of the above principles, at the same time, we must remember to follow the laws of the market, Sun Tzu’s methods of warfare "when the war, to Zhenghe to Qisheng." Here is the "positive" is planning and According to the laws that should be based on actions, the laws of promotion activities mainly include the laws of value, laws of supply and demand, and competition rules. In particular, we must grasp two key points: One is the protection of integrity, and the other is the drive of interests.

In the marketing process of construction machinery products, the value orientation of distributors not only focuses on sales profits, but also pays special attention to the brand effect of products and the service work of the factory. With the strong support of these measures, the reputation of dealers will also Corresponding increase, saving the cost of the purchase of accessories and maintenance personnel, operating pace is not tight. The end-users are concerned about the quality and performance of the product, the service timelines of the service stations and parts supply points, so as to ensure the normal operation of the host and components, and reduce the losses caused by the failure.

Market positioning should be accurate and promotion measures must be effective

The market positioning process of construction machinery products is the process of differentiated industry companies, that is, the process of finding differences, identifying differences, and displaying differences. There are usually three steps as follows:

â–  Identify potential competitive advantages.

This is the basis of market positioning. Usually the competitive advantage of the company is manifested in two aspects: cost advantage and product differentiation advantage. At present, the price war in the construction machinery industry has caused all companies to basically run out of cost advantages. It is difficult to exert the cost advantage of products, and it is necessary to make greater efforts to differentiate the advantages of products, that is, enterprises can provide quality and functions to the market. The products and services that better meet the needs of the customers than competitors in terms of varieties, specifications, appearance, etc.

In order to achieve this goal, companies must first conduct standardized market research, and truly understand the characteristics of the target market's users and the extent to which these needs are met. In addition, we must also study the advantages and disadvantages of major competitors. We can evaluate competitors from the following three aspects: First, the business operations of competitors; Second, assess the financial capabilities of competitors, including profitability, cash flow capacity, Repayment of debt, etc. Third, evaluation of competitors’ core marketing capabilities, including product quality and service quality.

â–  Positioning of the company's core strengths.

The so-called core advantage is that compared with the main competitors, the market can clearly differentiate the advantages of competitors. Therefore, when identifying the company's core strengths, it is necessary to classify all the business activities of the company, and compare and analyze the main links such as R&D, production, cost control, and operations, and ultimately form the company's core advantages.

â–  Formulate strategies for taking advantage of core strengths.

The core advantages of the business in the business will not automatically be fully demonstrated in the market. For this reason, companies must formulate a clear market strategy to fully express their advantages and competitiveness.

With regard to the core advantages of a comprehensive enterprise, manufacturers can select market positioning strategies such as tit-for-tat, fill-in-blank, and alternative-style according to the market potential of the product. In order to ensure the effectiveness of these strategies, promotion methods must be effective, including:

â–  Have sufficient market research and analysis and summary.

When developing and consolidating products in the target market, detailed market research is essential. It is necessary to use sufficient time to conduct research on the end users, channels, and competitors, in addition to clarifying the price, market capacity, and model configuration. In addition to routine research projects, we must also focus on summing up the development trend of the local market, the potential demand of end users, the profit expectations of dealers, and the strengths and weaknesses of competitors. This is also a key point in product marketing planning, which indicates that sales of products will increase. The direction of work, doing a good job in these areas will be able to take a step ahead of the competition and take the initiative in the market.

The price concessions commonly used for construction machinery products can be calculated in terms of monthly batch quantities, annual batch quantities, etc., based on the number of units and the number of remittances, and there are also special offers for franchised and regional agents. In the initial stage of launching new products or regaining lost traditional markets, the new products must achieve special effects in a short period of time. Manufacturers must also adopt special preferential price policies to attract the attention of end users and distributors. In order for these price incentive policies to be applied properly and with obvious results, the total number of proposed discounts is greater than the corresponding total amount of incentives for the target competitors. This makes the price policy attractive, dealers willing to accept, and giving the end user more room for concessions. . It is worth mentioning that increasing price concessions will induce vicious price competition in the industry. We must soberly safeguard the bottom line of price concessions and open up new ways to make more use of the time and method of rebates to attract users, such as the condition that there is no debt owed by the distributors. The following can be used to return preferential or credit sales, financial leasing, rent-a-sale.

â– Promotion staff must be competent and adequate in quantity.

The sales personnel of construction machinery products not only shoulder the duties of market development, payment collection, and information transfer, but also have the ability to demonstrate on the spot, debug equipment, and maintain and explain. The quality requirements are high, especially during the development of new product markets. The market must also be equipped with lean promotional staff, evenly distributed in various market areas, is conducive to promotional staff carefully study the market, have sufficient time and energy to visit users and solve problems for users.

â–  Strengthen the targeting of advertising.

Advertisements for construction machinery products can be classified into static and dynamic. Static ads mainly refer to graphic ads (pages), periodicals, newspapers, and other print advertisements. Dynamic advertisements mainly refer to live demonstrations such as product demonstrations and simulation operations.

In order to deepen the user's real feelings about product reliability, practicability and novelty, a quick and effective method is to strengthen the pertinence of advertising. Static advertisements are best to add text and images such as data comparison and good feelings after end users use to highlight the uniqueness of the product. The publicity language should be easy to understand, concise and clear, and the publicity slogans should be easy to communicate and easy to spread. The location for the release of dynamic advertisements should be located in the surrounding areas where the users are more concentrated, such as construction sites, exhibitions, and workshops, etc., and skilled personnel should be selected to conduct operations, and the principles of operation of the machines and the main points of operation and maintenance should be explained in detail. (Components) Good performance is clearly presented to users, inspiring users' purchase wishes.

â–  Timely service measures.

Due to the limitation of education and operation experience, the level of product maintenance and maintenance of users of construction machinery products is uneven, together with the product's long-term overtime and overloaded working conditions, it is difficult to implement standardized maintenance and maintenance activities. Therefore, the user is The stability of the use of the product, the higher demand for after-sales service, the user's first question before the purchase of the host is to implement whether there are three stations in the local station, and even go to the parts library to see if the varieties and types are complete, to get the heart comfort.

Therefore, the timely supply of accessories (especially non-universal accessories) is the key to deciding the quality of service. In the main sales and new development areas, the market must ensure that there is a common maintenance parts transfer library within a radius of 100 to 200 kilometers.

In order to mobilize the service enthusiasm of service providers, new products may not be subject to a single lump sum service fee system during the market development period. The time spent on maintenance services, business trips, and transportation fees incurred during service providers’ service will be fully borne by the factory. Eliminating the cost concerns of service providers and providing full and timely services to users.

In the implementation of the above-mentioned promotion methods, there are often some problems and contradictions. For example, if there are too many packages, large amounts of funds will be formed. Excessive on-site sales personnel will increase sales costs, affecting the quality of economic operations. In order to reduce the impact of these contradictions, certain marketing planning activities can be closed in certain regions according to the actual situation, centralized marketing resources can be run in the target market, and brand atmosphere can be created through advertisements such as TV, walls, exhibitions, forums, and family visits. , enhance the promotion effect.

Planning content should be well-conceived, highlighting operability

The "warlords of war" cannot "do not seek a single domain if they do not seek a global plan, and they cannot seek a holistic view if they do not seek a single territory." This emphasises the importance of the thoroughness of strategic activities. The thoroughness of marketing planning mainly comes from the preparation staff's detailed understanding of the market, keen insight into the market's capabilities and rich planning experience. The action plan must be practical, and it is highly operational and flexible. We must also consider the expenses and expenses, and do everything within our power. We try to achieve good results at a lower cost.

In order to carry out more detailed planning activities, activities can be divided into several large blocks to do, delineate the process, refine division of labor, determine the detailed steps, each detailed task must be decomposed to the responsible person, but also clear the task Requirements, points, and determine how each of the detailed sections of the activity should be done. Determine the time to advance the table, arrange the process of the overall activity work, and come up with a detailed time to advance the table. For each detailed division of labor tasks must be clearly completed.

In general, the time, place, purpose, and other items in the planning content of the conferences (such as business meetings and product promotion conferences) are relatively fixed, and the development trend is better forecasted, and the planning requirements are higher. It takes about fifteen days in advance to conduct site visits and cost comparisons. The product promotion meeting also needs to compare the job sites and select test sites that can help to exert product performance. Formulate detailed planning plans, meeting agendas and budget plans, and divide people into groups according to their functions. For example, business meetings can be divided into reception groups, secretarial groups, traffic groups, exhibition groups, and living groups. Product promotion meetings can be divided into Reception team, advocacy group, operation group, commissioning and maintenance team, etc., and then prepare according to the specific work content discharge order progress, holding a product promotion meeting also need to conduct a field exercise before the meeting to find the improper place to make necessary adjustments. During the conference, we must scientifically arrange the schedule of the conference, set up the meeting group reasonably, clarify the precautions, make the conference guides concise, and let the participants present a hand in hand to understand the doubts.

The product promotion and promotion activities are subject to certain uncertainties due to the influence of the market and user needs. Therefore, the promotion measures should be focused on the principle and direction of the recommendations, and there must be room for promotion executives to play. Enable them to act according to the actual market conditions, to maximize the market and meet the needs of users. In order to ensure the thoroughness of product planning activities, an important emphasis is placed on monitoring and adjustment. There must be dedicated personnel to monitor the entire planning process, collect feedback from sales service personnel, distributors, and users, and make suggestions for improvement to the decision-making department. Adjustments to sales policies ensure that planning activities are conducted in a rational and orderly manner.

While ensuring the thoroughness of planning activities, we must also consider the operability of the program. First consider whether the program can be implemented smoothly. To fully consider the reality of the market and the strength of the product itself, the goal must not be too advanced. It must also prevent planning requirements from exceeding the ability of the implementer and the financial resources of the company to avoid overstretching. Secondly, we must embody the principle of fairness and equality in the planning plan. We must fully consider the continuity and longevity of the sales policy, prevent the pursuit of short-term sales goals, lower the standard or increase the discount to attract users, resulting in different standards and inconsistencies. As a result, the user feels deceived and refuses to accept it.

The most important thing is that the scheme must be tempting. To allow users to accept it, there should be provisions for the temptation of interest and increase user interest. These provisions should be an extension of the previous sales policy and be linked to the amount of purchase. The larger the amount, the more The more benefits, the more dealers feel that the capital investment income is greater than the income of other branded products; end users feel that after the purchase of products can enjoy the value of after-sales service, which has a strong appeal to users.

The operability planning plan should have the following description in the following textual structure:

â–  Market background.

What changes have occurred in the market, how well the products are listed, and how the competitors are moving should be as concise as possible.

â–  Promotion plan.

The sales volume expected to be generated in the current period of the market needs to be invested and supported in those media, and the name, period, and price of the relevant media should be clearly written.

â–  Market development.

In order to ensure the completion of sales tasks, which are still blank in the current market area, how to maintain customer relations, the need for sales policies to support, how to inhibit the development of competitors.

â–  Terminal sales.

Mainly refers to all kinds of promotional activities carried out around the sales season or specific theme promotion activities. The related inputs required include human resources, public relations, product distribution, and user return visits.

â–  Input and output.

Through the investment in various expenses in the previous period, it is expected that what kind of return will be generated by the promotion activities so as to facilitate the evaluation of the effectiveness of the planning activities.

Must be aware of the effect and budget, and must have a plan to deal with emergencies

The outlook for marketing planning activities shows that the planners and executives have a good understanding of the market, have a proper selection of the theme of the planning activities, have full predictability for the development of the planning activities, and have a strong ability to control the market, which is a measure of market development. One of the important investigations for the consolidation of capabilities.

The effect of planning solutions is not only about knowing how much product sales can reach, market share increase of several percentage points, sales revenue, profit completion, etc., but also reflecting the users after the product is put on the market, the means of responding to competitors, etc. The market dynamics must also be foreseen. Combining quantity and status for analysis will lead to more comprehensive conclusions and greater certainty in dealing with problems before they can achieve good promotional results.

Having a good idea of ​​planning a programme budget will enable decision makers to find the most economical way to conduct promotional activities. In addition to estimating some fixed budget expenses (such as discounts, personnel, advertisements, meeting accommodation, transportation, etc.), some estimates must be made. Variable costs, such as maintenance fees, loading and unloading fees, and public relations fees, must have strong control over the cost of planning activities and ensure high-quality economic operations.

In order to ensure that every aspect of the planning activity and each specific task is well-functioning, well-processed, and completely secure, it is necessary to have a plan to deal with emergencies and enhance the user's sense of security. The plan focuses on solving unforeseen emergencies. It mainly lists the contents, preventive measures, and handling methods of emergencies. Specific examples are as follows:

Pay close attention to and supervise the implementation effect of planning activities, collect, summarize, summarize, and timely correct and improve

The effect of attention and supervision and planning activities is that the supervisors perform qualitative and quantitative inspections, controls, and assessments on the executors and departments during the promotion process, and promptly correct all kinds of problems found. It includes the following links:

Inspection → Evaluation → Rating → Assessment → Summary

Inspection: It refers to the inspection of the progress of implementation activities and whether the in-place rate meets the requirements of the plan.

Evaluation: According to the results of the review, whether it meets the work standards and program requirements.

Scoring: The results of the work are scored according to the scoring criteria.

Assessment: According to the assessment criteria and assessment methods, all departments and individuals are assessed, and corresponding rewards and punishments are proposed and put into practice.