In order to implement the business objectives of the enterprise, the marketing department determines the products and services that the enterprise should develop and produce from the perspective of industry development and market demand, and clearly expresses such products and services with words and charts; To accomplish this basic function, we need to do a good job in three aspects:
Market research: research is the beginning of all work. Without investigation, there is no right to speak, and there is no new discovery. Investigation and research are the basis of all decisions of enterprises, and market research centers and other departments are generally set up in enterprises to carry out such work. According to the business objectives and business scope of the enterprise, this department formulates the scope, content, standards and methods of market research information collection, the content, key indicators and formats of information summary and analysis, and the mechanism and process of information exchange and transmission. The types of information collected by enterprise market research generally include the following contents: macroeconomic information, industry information, competing product information, consumer information, product information, customer information, etc.
Product analysis and definition: the enterprise comprehensively analyzes all kinds of internal and external information collected, as well as the business direction, target plan, own resources, advantages and previous sales data of the enterprise, establishes the product development plan of the enterprise and analyzes the feasibility of the product. This part of the work is generally completed by the brand director of the brand center to guide the product manager in the enterprise. The formulation process, contents, standards, responsibilities, methods, tools and standards of this department. Define the product according to the business objectives of the enterprise; The work of a product manager in an enterprise generally includes the following aspects: regular market information analysis and evaluation, regular product line sales tracking analysis and evaluation, phased product line integration suggestions under the guidance of brand director, new product concept and development plan, old product transformation plan, feasibility analysis, product VI standard formulation under the guidance of brand director, product development center and sales department's guidance and coordination on new product development and design, trial sales, demonstration and sample sealing, and assisting and guiding the market planning center to formulate and design product marketing strategies.
Product development: the product manager puts forward the concept of new products, which is embodied in the new product development plan. After the feasibility analysis and approval of the company, it will be handed over to the product development center for the development of new products; The product development center is responsible for coordinating and organizing internal production, quality departments, external raw material suppliers, packaging design and other units to carry out new product development work, and formulate business processes, contents and standards for related work; The work of a product development center in an enterprise generally includes the following contents: organizing and implementing new product development, implementing relevant bonus development, planning, organizing and managing product packaging and bonus purchase, and collecting and studying relevant industry information.
The second basic aspect is to formulate product promotion strategies and follow-up guidance:
After the new product is developed, how to guide and assist the sales department to sell it and what kind of consumer groups to promote it to? What kind of market to promote? Through what channels to promote? How to promote it? This is the second basic function of the marketing department, which is to formulate the promotion strategy of products. This function usually includes the following aspects:
Brand establishment, maintenance and promotion: the products sold by enterprises to consumers should not only meet the material level, but also have the spiritual level. With the intensification of market competition, product homogeneity is becoming more and more serious. How to establish the image and position of enterprise products in the eyes of target consumers, so as to effectively distinguish enterprise products from competing products, establish the differentiated image of enterprise products, consolidate and improve consumers' loyalty to the brand and enhance the sales force of enterprise products through the continuous improvement of brand image and position; To do this, it involves how to establish a brand image and how to maintain it. This work is usually done by the internal brand management manager, public relations communication manager, product manager, external brand service company and media communication company under the leadership of the brand director of the brand center in the enterprise. According to the business objectives, industry status and market environment of the enterprise, the brand center establishes and adjusts the brand positioning, communication concept, CI and VI image and brand management standards of the enterprise, formulates and implements the media communication and public relations activities plan of the enterprise brand, and formulates and implements the communication and public relations plan of the enterprise culture.
Product promotion: after the product is put on the market, there are not only problems of how to sell, but also problems of how to standardize sales. This requires the marketing department to provide marketing strategy support for the sales department and provide follow-up and guidance services. This part of the work is in ... >>
Question 2: How to write the background of market research depends on what you want to investigate, such as market share, consumer behavior analysis of Mengniu yogurt, new product listing and so on.
Generally, describe the current situation first, and then describe the goal you want to achieve.
Question 3: How to write an overview of market research 1? The significance of the investigation.
Market research is an activity of systematically designing, collecting, analyzing and reporting data and research results related to the specific marketing situation faced by enterprises. Market research results are often the most important basis for business leaders to make marketing decisions.
Definition of American Marketing Association (AMA):
Market research is a means to connect consumers (customers, customers and the public) with marketers (manufacturers and sellers) through specific information.
Second, the content of market research
1, product testing
2. Advertising research
3. Packaging test
4. Name research
Third, the importance of investigation to marketing management
1, providing information as a basis for decision-making.
2. Make up for the lack of information.
3. Understand external information
4. Understand the changes in the market environment.
5. Understand the new market environment.
Fourth, the procedure of market research.
1, determine the investigation items.
2. Make an investigation plan.
3. Questionnaire design.
4. Sampling design
5. Field test
6. Analysis of survey data
7. Write a survey report
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Question 4: How to write a market research report? First of all, we should make clear what kind of market research to do, such as clothing, health care products, computers and so on. Only by choosing the right direction can we determine where to investigate, what to know and what to write. It is best to have an outline before the investigation, and then make a purposeful investigation, which can get twice the result with half the effort.
1 Common survey methods of market research
(of doctors) make a house call
It is the earliest way for consumers to visit.
Its advantages are:
1) Interviewers and interviewers can form face-to-face communication;
2) Suitable for long questionnaires, such as interviews with length exceeding 1 hour. When the length of the questionnaire exceeds 1.5 hours, one part can be interviewed by the interviewer and the other part can be left at the respondent's home, so that the respondent can fill in the answers when he is free. This is the traditional method to obtain lien;
3) Visits suitable for showing products/cards to interviewees;
4) Suitable for interviews that require the interviewer's demonstration/operation.
Disadvantages are:
1) Because the interviewee is not easy to contact, such as the influence of electronic doors/locks/security in the community, it is difficult to reach the target interviewee;
2) Due to the improvement of respondents' safety awareness, the rate of refusing to visit has increased;
3) Because the interview success rate is reduced, the interviewer is unwilling to participate in home visits, and the interviewer's turnover rate is increased. Therefore, more and more market research companies adopt the method of pre-screening the interviewees, that is, first communicate with the target interviewees by telephone or other means, and then send interviewers to visit them when the interview is accepted and the time is right.
Beijing Shendiao Data is an earlier database marketing research company in China, and has established a close data collection network with many market research companies.
Family observation:
In order to ensure the quality of data acquisition, a series of measures have been taken.
1. Standardize all the steps/processes of interview data collection, including sampling frame establishment, point selection, point selection, household extraction, interval, etc. During the sampling process;
2. Conduct unified regular training for all these data acquisition points. Train them in data collection and quality control according to the standards;
3. Publicly evaluate, reward and punish each project from different angles such as sampling, training, access control and questionnaire quality;
4. Conduct a comprehensive evaluation on the quality and other indicators of each data collection point every year, and implement the system of survival of the fittest according to the evaluation results, that is, reward excellent samplers, interviewers and supervisors. Eliminate the last few with the worst quality and cultivate new data acquisition points.
Go to the user's home or living or working area to observe the characteristics of the user's placing, using, moving and operating products. With the advent of the personalized era and the increasingly fine market segmentation, customers are very concerned about how to provide personalized services for their users, which requires them to understand the user's use behavior, characteristics, environment and so on. Therefore, the household observation method is accepted by more and more users.
Home observation emphasizes the observation of users' behavior under natural conditions, but market research cannot suddenly break into users' homes for observation, and it must be communicated with users in advance and approved by users before entering. Therefore, how to arrange skillfully is very important. At the same time, observation under natural conditions requires the observer to skillfully capture every useful detail of the user, so careful design before observation is very important.
Observations can be completely structured, semi-structured or completely unstructured. How to design depends entirely on the situation of the project
Street interception
In other words, choose a bustling or (target) crowded outdoor place, and the interviewer will randomly/intermittently stop passers-by and conduct a questionnaire survey on the spot.
Street station visits are conducted on the street, so it is not suitable to use too long/complicated questionnaires or cards for interviews.
In most cases, street stations are used to do similar projects such as crowd observation and outdoor advertising effect measurement.
Telephone interview
Face-to-face interview is difficult and costly, so telephone interview came into being. The most primitive telephone interview is that the interviewer calls and interviews the interviewee according to the questionnaire. The only difference between face-to-face interview and face-to-face interview is that one is face-to-face interview and the other is telephone interview.
However, this telephone access method does not fully reflect the characteristics of fast and efficient telephone access. The time-consuming steps in the interview include the visit (including two days' intensive training for supervisors all over the country, and the supervisors go to all parts of the country to train interviewers ... >>
Question 5: How to write the contents of supermarket market survey? What is the purpose of your investigation?
First, be clear about your purpose.
Then determine what you want to investigate according to your purpose to achieve your purpose.
Then refine what you need to investigate.
Then there is how to obtain these survey contents.
Finally, it is to collect and analyze these contents to achieve the goal.
The whole thing is the investigation report.
Question 6: How to write the outline of the market research report? Generally speaking, the investigation report has the following parts:
1. Survey object and scope (what product, when and where)
2. Market classification and market segmentation performance
3. Performance of leading products in the market
4. Future development of the market
Question 7: How to write a market survey report? Conduct market research first. You can analyze and sort out the data and contents after the investigation through interviews and questionnaires, and then write the investigation report. The investigation report should involve the questions you interviewed and the ways to solve them. You can consult the information and write your own thoughts.
Question 8: How to write a market survey refers to using scientific methods to collect, record and sort out relevant marketing information and materials purposefully and systematically, analyze the market situation, understand the market status and development trend, and provide objective and correct information for market prediction and marketing decision-making.
There are many contents of market survey, including market environment survey, including policy environment, economic environment, social and cultural environment survey; Investigation on the basic situation of the market, mainly including market norms, overall demand, market trends, market distribution share of the same industry, etc. ; Investigation on sales possibility, including the number and demand of existing and potential users, the changing trend of market demand, the market share of competitors' products, the possibility and specific methods of expanding sales; You can also investigate consumers and consumer demand, enterprise products, product prices, social and natural factors affecting sales, sales channels, etc.
Methods of collecting raw data of market research
? Observation method
There are two methods: direct observation and actual micro-measurement.
The so-called direct observation method refers to the investigator's purposeful, systematic and step-by-step observation and recording of the behavior, words and expressions of the respondent in order to obtain first-hand information. Its biggest feature is that it is always carried out under natural conditions, and the materials obtained are true and vivid, but the observation results will be one-sided because of the particularity of the observed object.
Actual trace measurement is to observe and investigate through the actual trace left by an event, which is generally used to investigate the traffic of users and the effect of advertisements. For example, an enterprise advertises in several newspapers and magazines, and a form or explanation is attached below the advertisement for readers to read, cut and send back to the relevant departments of the enterprise respectively. From the recycled forms, enterprises can know which newspapers and magazines have the best advertising effect, and provide reliable information for selecting advertising media and measuring advertising effect in the future.
? Query method
It is to ask the respondents about the matters to be investigated in person, in writing or by telephone, so as to obtain the required information. It is the most commonly used method in market research and can be divided into four types: interview survey, telephone survey, mail survey and indwelling inquiry form survey. They have their own advantages and disadvantages. Interview survey can directly listen to each other's opinions, which is flexible, but the cost is high, and the results are easily influenced by the technical level of the investigators. E-mail survey is fast and low in cost, but the recovery rate is low. Telephone survey is fast and the cost is the lowest, but it is limited to users with telephones, and its integrity is not high. The indwelling inquiry form can make up for the above shortcomings. The investigator handed the questionnaire to the respondent face to face, explained the method, filled it out by himself, and then the investigator took it back regularly.
? experimental method
Usually used to investigate the influence of a certain factor on market sales. This method is to carry out small-scale experiments under certain conditions, and then analyze the actual results to see if it is worth popularizing. It has a wide range of applications. This method can be used to investigate the user's reaction when changing the variety, quality, packaging, design, price, advertisement, display mode and other factors of a commodity.
The main process of market research
The important links of market research are mainly in two aspects: information collection, investigation and analysis, and information collection is to provide data for investigation and analysis; Investigation and analysis is the analysis of information data and the writing of investigation report, and management plans such as enterprise strategic objectives and management plans are formulated according to the investigation report.
Intelligence gathering
Information collection is the collection of market environment information. The authenticity and validity of the collected data directly affect the scientificity of investigation and analysis, and the authenticity and validity of the collected data directly depend on the investigation methods of information collection.
Market research is an independent discipline, and the market research methods in books are systematic and professional, but market research runs through enterprise management from beginning to end. Due to the limitation of manpower and material resources, enterprises cannot systematically obtain information. Although the market research momentum of some large enterprises is huge, the research methods of giving gifts and lottery, combining inquiry and questionnaire survey can be found from the research site that the false information provided by the respondents accounts for a considerable proportion and is the most effective.
In-depth research method is an effective research method to collect information in the market according to the purpose of research. This research method is targeted, economical and effective.
Enterprise management needs a lot of information, and the market is a huge information system, which is the needle of information collection. & gt