Summarize the investigation report.
I. Background:
With the rapid development of Internet and communication technology, e-commerce is rapidly popularized. With the advantage that the Internet is not restricted by regions, the obstacles related to location and distance between products, service providers and demanders have been eliminated, and China economy is gradually becoming a new economy based on the Internet and communication technology.
Nowadays, more and more people save time for convenience, and online shopping is getting closer to people's lives. The advantages of b2c and c2c modes in reducing operating costs, convenience and quickness have greatly reduced the entry threshold for enterprises and individuals, and online businesses have sprung up like mushrooms after rain. The rise of online shopping is quietly changing the commercial structure and lifestyle of society. Because college students have more contact with the Internet, we conducted a survey on the purchase of college students' websites.
Second, the purpose of the investigation:
In order to understand the situation and needs of college students' online shopping, online shopping survey, as a new information carrier, has become increasingly popular in colleges and universities in recent years and is favored by more and more college students.
Third, the survey object and method
1. Interviewee: This survey takes a class as a whole, in order to fully reflect the online shopping situation of college students and make it closer to the real situation of online shopping phenomenon of college students.
2. Data collection method: Questionnaire survey. The questionnaire survey of online shopping for college students is distributed to a class, which mainly introduces the basic situation and situation of online shopping for students. In this survey, 43 questionnaires were actually distributed and 36 questionnaires were collected, with an effective rate of 84%.
Four. Summary and suggestions of the investigation report
Through the above survey report, it shows that most college students are not very keen on online shopping, but they have great development potential. At present, most of them are mainly traditional shopping methods. Most of them are products that pursue novelty and characteristics. Their needs are different, and they are generally rational consumers who pursue convenience and enjoyment in the purchase process. But what hinders them is the online after-sales service, commodity quality and commodity distribution.
In view of the above summary, we also put forward some suggestions to the manufacturers. We should strengthen network security services, supervise the quality of online goods, and ensure that consumers buy genuine products, so that the expected gap is not far after buying them.
Summarize the investigation report.
Through a recent survey of the hotel catering market, we can see that the local hotel catering industry has developed rapidly, and the economic components engaged in this industry have undergone profound changes, from the state-owned economy as the main body to the coexistence of various economic components, and most of them are private enterprises; The market is prosperous and active and the competition is fierce. Hotel catering industry has mixed feelings.
First, the hotel catering industry status:
1, diversified business formats, rich varieties: comprehensive high and medium-grade hotels, restaurants, professional restaurants, restaurants, as well as mass fast food, buffet, casual meals, salon catering, entertainment catering, food street, food city, special catering, local snacks restaurant and even Zhuanghu restaurant came into being and developed rapidly, forming a multi-level and diversified business pattern.
In the past, the catering business was mainly local dishes, and northern dishes accounted for a small part. There are all kinds of Shandong cuisine, Sichuan cuisine, Beijing cuisine, Shanghai cuisine, Cantonese cuisine and Northeast cuisine. Japanese food, Korean food and other foreign restaurants, McDonald's, KFC and other foreign fast food are gradually accepted and favored by people, forming a situation of diverse varieties, rich and colorful, chorus of North-South food and great exchanges between Chinese and Western restaurants.
2. The economic composition and network structure of catering enterprises have undergone profound changes: with the deepening of economic system reform and the development of hotel catering market, the economic composition of the industry has undergone profound changes. The era dominated by the state-owned economy has become history. Hotel catering enterprises with various forms of joint-stock system, private ownership hotels and restaurants and other social economic sectors have developed rapidly. According to the survey, non-public enterprises account for more than 80% of all existing catering stores, but the state-owned economy still accounts for a high proportion in large catering stores.
The network structure of hotel catering industry is polarized. In the past, it was mainly medium and small scale, and there were few large and high-grade hotels. Now, there are more and more large-scale, luxurious, multifunctional, high-grade and brand-name hotels and guesthouses. Various small restaurants and snack bars that are convenient for mass consumption and have operating characteristics have sprung up. On the contrary, middle and high-end catering enterprises develop slowly, and some even decrease gradually.
3. The market competition is fierce, and the profitability of hotel catering enterprises is weakened: this industry has become a highly market-oriented industry, with fierce competition, survival of the fittest and increased "shuffling". Competition has promoted the improvement of catering quality and service level and promoted the development of the industry. However, the profitability of most hotel catering enterprises is low. According to the survey, the off-season is obvious, even in some cases, the supply exceeds demand, and the occupancy rate of some hotels is less than 30%, which intensifies the market competition and weakens the profitability of enterprises.
Second, the main problems in the development of catering industry:
1. Industry self-discipline and industry coordination services: there are no industry standards and norms, especially some small private enterprises lack integrity, and illegal business operations occur from time to time, which harms the interests of consumers and affects the image of the industry.
2. The change of business philosophy is slow, and R&D innovation is insufficient: with the development of catering industry, the overall quality and management level of most hotels and restaurants have been greatly improved, but a considerable number of hotels and restaurants have not got rid of the traditional influence in business philosophy, business model and management technology, and their management is backward, the application of science and technology is not high, the software and hardware are not matched, and the overall quality and management level of managers are still relatively low.
Three. The position and present situation of this unit in the industry:
1. Difficulties in business model transformation: Due to the background of our office, we can't undertake all kinds of business activities like other colleagues, which leads to many businessmen who come here to switch to his home, thus causing our hands and feet to be bound in business form. But at the same time, this background has also brought us great industry influence, and we should make better use of this influence to attract customers.
2. Lack of high-level management and technical personnel, insufficient introduction and training, insufficient R&D innovation in catering and cooking, and lack of characteristics in dishes and management. To solve the problem of low overall quality of the industry, first, introduce and cultivate high-quality management talents and technical talents; The second is to do a good job in industry training. While introducing talents, the focus is on on-the-job training.
3. While consolidating and maintaining existing customers, we should also face the society more, and actively support business methods that are suitable for mass consumption, have business characteristics, provide honest services, are convenient and affordable, and meet multi-level and diversified consumption needs. It is an important content to improve the core competitiveness of the industry to build catering hotels and develop characteristic management.
In short, it is necessary to further deepen the internal reform of enterprises, accelerate the mechanism innovation, and fully mobilize the enthusiasm and creativity of employees; Adhere to innovation and development, create brand innovation, highlight business characteristics and improve market competitiveness; Improve enterprise management, improve the management level and profitability of enterprises.
Summarize the investigation report.
I. Market research
At present, sofas on the market are mainly divided into four types according to materials: wood, leather, cloth and their combinations. The wooden sofa is made of all kinds of wood directly, and the cushion and backrest are not decorated with fabric, which is practical and environmentally friendly. However, the logs are stiff and the comfort is not strong, so it is difficult to meet the comfort requirements of modern sofas without humanized design.
At present, the high-end brand sofas on the market mainly include sole proprietorship furniture, royal furniture, Bao Fude in Hong Kong, Qi Le in Hong Kong and IKEA furniture. , mainly based on the overall home layout and sofa collocation, as well as Chivas who specialize in sofa; Mid-range brands include Gith, Ximengbao, Century Bosen, Innovixen and Chengdu South. And low-end brands are.
First, the sofa market overview:
At present, _ _ sofa sales are mainly concentrated in Ginza Home, Fuya Home, Eurasia Mall, East Asia Mall, Qinghe Furniture, Guo Mao Furniture and Eryin Furniture City on _ _ Street. In terms of products and brand grades, Ginza Home and Fuya Home belong to the base areas of high-end brands, while East Asia Mall, Qinghe Furniture, Guo Mao Furniture and Eryin Furniture have gathered middle and low-end sofa brands all over the world. From the perspective of commercial positioning, each shopping mall has its own differentiated positioning, and the specialty stores of well-known brands and high-end goods are concentrated in Fuya and Ginza Furniture City; Mid-range and some professional markets are mostly concentrated in East Asia Furniture City; The wholesale business of low-grade goods is concentrated in _ _ and _ _ furniture cities, while Europe and Asia take the road of specialized office furniture, which complements the Ginza home of the same owner and impacts other furniture malls.
Sofas on the market are mainly divided into leather, cloth and their combinations. At present, the high-end brand sofas on the market mainly include sole proprietorship furniture, royal furniture, Bao Fude in Hong Kong, Qi Le in Hong Kong and IKEA furniture. Chivas Regal, which focuses on the overall home layout and sofa collocation, and Chivas Regal, which focuses on sofas. Mid-range brands include Gith, Ximengbao, Century Bosen, Innovixen and Chengdu South. , while the low-end brands have gathered some _ _ small brands from local and other counties, such as _ _ _ _ _ _ _.
Third, consumer surveys:
1. Description of consumer segmentation characteristics I (low, medium and high grade):
A) Ordinary people and ordinary wage earners are the main consumer groups with low levels and low prices. Their requirements are: concise, practical and modern; More functions, in order to make full use of the limited living space; I want high-grade design and style, but the price is low, so I can feel the value for money psychologically. This kind of consumer group is still dominated by miscellaneous brands, because they are good at plagiarism and imitation, while the original and design research and development are poor. Therefore, they use their own cost advantages to attract a large number of middle and lower consumer groups.
B) Mid-to-high-end consumers, including managers of enterprises and institutions and urban "white" people (white-collar workers, backbones and elites). They have a successful career, independent thinking and obvious personality pursuit. Pay more attention to the cost performance, design style, material and brand positioning of furniture. There are many manufacturers in this part, and they each meet the needs of consumers who pursue different styles with their own original designs and technology research and development for target consumers.
C) High-level groups of urban upstarts or rich people. These people are at the top of the consumption pyramid. There are usually villas or spacious and luxurious houses. The first requirement for furniture is that the brand should match its social or economic status, and usually choose international brands or well-known brands.
2. Description of consumer segmentation features II (office and home):
A) Office sofa consumers are mainly people with medium and high economic level. The buying group is also located in this group. If the economy is good, well-known brands will generally be chosen because of the needs of corporate image or personal preferences and the importance of brands. Economically choose mid-range brands, which not only takes into account the image, but also saves money.
B) The consumer groups of home sofas are relatively wide, covering almost all consumers who are married or close to marriage. For personal use, they choose very carefully, not only paying attention to quality, but also paying attention to matching with indoor style. Due to different economic conditions, the brand grades chosen are also different.
3. The main factors influencing consumers to buy sofas:
Five people were interviewed and summarized as follows:
Consumer selection criteria-pollution-free, tasteless, comfortable, reasonable in style and affordable.
High consumption-big brand
Low consumption-comfortable and cheap.
Existing sofa brands-South, Taixin and Jinan local fabric sofas.
It is considered that the better sofa brands are Chivas Regal, Emgrand Furniture, sole proprietorship furniture and some Hong Kong brands.
Fourth, the future development trend of sofa products:
Through interviews and finding second-hand materials, there are three major trends:
A) product design and development: striving for innovation, international integration, simplicity and comfort has become the theme of people's relaxing and stressful life in the city;
B) Product use: furniture with easy handling and reduced service life, color and fashion are welcomed by more and more people;
C) Brand: With the increasingly subdivided products, sofa brands are polarized. Well-known brands pay more attention to the construction and promotion of their own brands, while some mid-range brands are eliminated in the competition, while those famous brands and small brands still use their own cost, price and geographical advantages to occupy the middle and low-end consumption areas.
Summarize the investigation report.
First of all, in terms of study, try to get some academic qualifications in case it is easy to find a job after graduation. Secondly, actively participate in student union work, community activities, and part-time jobs outside the school to accumulate some experience, so this ensures that it is possible for businesses to make full use of the student union for campus publicity and make full use of part-time high-quality and cheap labor.
Secondly, through the above survey results, we can see that the basic living consumption and psychology of college students are realistic and reasonable on the whole, but the discrete trend is obvious and the individual differences are great. Mainly summarized as the following aspects:
The consumption of college students has its irrational side.
College students have no financial resources, poor economic independence and no consumption base. The non-independence of economy determines that college students have little experience in independent consumption and cannot rationally measure the consumption value and cost. College students have not yet formed a complete and stable consumption concept and their self-control ability is not strong. Their consumption is mostly random consumption and impulsive consumption induced by media propaganda or influenced by students around them. This is also the result of the demonstration effect of college students' consumption. Take mobile phone products as an example. At present, some college students who have mobile phones have communication needs, and family economic conditions permit. The other part has communication needs, but family economic conditions can't afford it. There is also a part of luxury consumption that has neither communication needs nor family economic conditions. Luxury consumption is caused by the demonstration effect of college students' consumption and the psychology of comparison.
College students have high loyalty to brands.
To some extent, college students will believe their real experiences. If they have a good experience with a brand's products, they will stick to using them, thus gradually forming a fixed preference and eventually forming a habit of using them, and maintaining good loyalty to this product. Shampoo, for example, smells good, has good quality and obvious effect, which will encourage them to continue to use it.
3. College students pay more attention to fashion consumption.
Students are active in thinking, have a strong thirst for new things, like to pursue new trends, dare to innovate, and consume vigorously, and entertainment consumption accounts for a large proportion of all consumption. For enterprises, China Mobile has done a good job. They used Jay Chou, a popular fashion spokesperson, to cheer for the M-Zone, and at the same time used students' psychology of pursuing high quality and low price to launch student cards, thus winning many achievements.
Third, some suggestions for merchants:
1. In order to avoid the suspicion of unreasonable charges for unified book purchase in colleges and universities, the state expressly stipulates in Article 20 that students shall not be forced to buy books through school channels. Therefore, most students order books from foreign bookstores through class collectives, and the price is 8.5% off. I think this provides a good opportunity for booksellers and online bookstores. If booksellers can take the initiative to contact the students' union in major universities for purchasing at a lower discount, they will certainly make a lot of money, and finally realize the mutual benefit between students and merchants. Similarly, major online bookstores still need to improve in this respect, and the channels are not transparent enough and the information is not clear enough, which seriously hinders sales.
According to the survey, college students spend a large proportion on daily necessities, especially shampoo. Major shampoo manufacturers should pay attention to college students, a special consumer group, and pay more attention to the differentiation and specialization of their products, such as producing shampoo brands that are conducive to clearing the brain and concentrating.
3. Opening chain fast food restaurants around colleges and universities in a region to provide students with special meals, coupled with high-quality and fast service and clean and hygienic dining conditions, will definitely win the favor of the majority of students.
In a word, the consumer market of college students is gradually expanding, and people's attention to it is gradually put on the agenda. Therefore, the consumer market for college students will surely become a battleground for businesses, and all enterprises and businesses should further expand the consumer market and seize the opportunities.
Summarize the investigation report.
According to the above data, I analyzed the data and came to the conclusion that the student mobile phone market is a very broad market with great development potential.
(A) According to the analysis of students' mobile phone market share
According to the survey, among the top brands in student market share, brands with higher student market share include Nokia 36%, Motorola 18% and Samsung 25%. Without exception, these brands mainly focus on low-end machines, and the recognition of domestic brands in the student market is also increasing.
(B) the general characteristics of student consumer groups
As a student, I have made some understanding of this group, analyzed our similar characteristics, and concluded that if the mobile phone market wants to seize the market, it should develop products or carry out targeted marketing methods for different student groups. Let's analyze the characteristics of student groups:
1。 General characteristics of students' consumption groups:
1) No economic income;
2) Pursuing fashion, advocating individuality and unique style, and paying attention to individuality publicity;
4) Students mainly live in collective life, and the information exchange between them is quickly influenced by classmates and friends.
5) Strong brand awareness and love for products;
(B) guidelines and characteristics of student consumers to buy mobile phones
Through investigation, the main factors for college students to buy mobile phones are fashionable and personalized styles, functions, prices and brands, which have become the four basic criteria for students to buy mobile phones. According to the survey, when choosing a mobile phone, the most important thing for college students is the appearance design of the mobile phone, such as shape, size, thickness, material and color, accounting for 65%; However, college students do not blindly pursue beautiful appearance, and "connotation" is also very important, so the function of mobile phones also occupies a place, accounting for 50%; Secondly, pay attention to the price, not to the brand. It seems that college students nowadays pay more attention to reality.
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