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Summary of market practice:
I. Introduction
This semester, we studied the theoretical course of market research, and we ushered in the internship course of market research, from which we gained a lot. In this internship, the topic of our group is a survey report on the clothing purchase behavior of college students in Zhejiang A&F University.
Personally, I mainly participated in the discussion of the preliminary investigation framework and the planning of the questionnaire, and I also had many feelings. Personally, I think it is mainly manifested in three aspects:
1) To make an investigation, we must first make clear the purpose of the investigation, and then determine the method of the investigation and the form and content of the questionnaire according to the purpose;
2) The design of the questionnaire must be scientific and rigorous, with a certain logical order and purposeful design, instead of asking a few questions casually;
3) In the process of distributing and collecting questionnaires, you will encounter all kinds of difficulties and obstacles. It is very important to grasp your own mentality and deal with all kinds of unexpected situations.
Second, the internship process
In this internship, we made a detailed analysis of the topics to be investigated in the early stage, made clear the purpose of the investigation, and then designed a specific questionnaire according to the purpose of the investigation and submitted it to the teacher for review. After the teacher's review, we began to print the questionnaire and distribute it in the library, and then carried out relevant data collection and statistical analysis, and the team leader completed the final investigation report.
Third, experience
During the internship, I gained a lot. Here are three important experiences: first, clarify the purpose of the investigation;
The purpose of market research is to provide decision-making basis for decision makers. The departments that use market research can be management decision-makers or individuals of enterprises, companies, organizations and any enterprises and institutions. The purpose of market research may be to make a long-term strategic plan, or to provide a basis for formulating specific policies or strategies at a certain stage or for a certain problem. Investigation can be academic or practical.
So at the beginning of our investigation, we must be clear about the purpose of the investigation. Because we ignored this point, there were many differences or directional mistakes at the beginning of our meeting, which led to a waste of time. Later, under the guidance of the teacher, we made clear the purpose of the survey, that is, through the survey of college students' views on movies, to understand the needs and satisfaction of users, to analyze the market situation and limitations of our movies among college students, and to propose and design effective marketing.
Second, the questionnaire design;
The design of this questionnaire can not be separated from Qi Xin's cooperation. The role of the team leader is obvious, but everyone's active cooperation has greatly helped, and the good cooperation of the team has played a great role in the efficient and high-quality completion of the questionnaire. Questionnaire design is a very meticulous work, and a good questionnaire should be: concise content and comprehensive information; The questionnaire questions are arranged reasonably, logically and easily understood; It is convenient for data analysis and processing. In addition, the wording of the questionnaire should pay attention to several aspects:
(l) Abide by the principle of accuracy, and the general words should be accurate, complete and unambiguous. Just ask one question, and don't make assumptions about the respondents. Answer options should be accurate and detailed to avoid overlap or tolerance;
(2) Don't be tendentious, avoid induction and suggestion. For example, try to avoid positive words, negative words and negative problems, that is, try to give the middle "general/indifferent" option (hereinafter referred to as the middle item). In my opinion, the existence of this option will induce respondents to choose the middle item directly without thinking about the problem. In practice, respondents often choose all the questions (or most of them) in the scale as intermediate items. Of course, if they don't give the middle term, there will be deviation. Some respondents may have no obvious preference for the question and give a choice nearby. But I think the respondents have thought about it while being "forced" to choose, and the options can represent their own ideas;
(3) Follow the principle of reliability and avoid using too uncommon and professional words. When it must be used, it should be defined and explained. The wording should be standard, standardized and specific to prevent different respondents from having different understandings of the same question, and at the same time, it should be comparable;
(4) Pay attention to the principle of maintainability, standardized sentences and unified caliber.
Third, we should adjust ourselves.
(1) You should devote yourself wholeheartedly to what you choose to do and respect your choice. Now that you have chosen, you should do well, try your best to do your own work and try your best to complete the task.
(2) Active and bold self-expression. Many people are used to listening to others. Think that others are better and more correct than their own excellent people. But this practice changed me-telling others what I think! In the process of practice, I ask questions, give some suggestions and ideas, and sit and chat with everyone. Although I don't know if it's just inappropriate, chatting together, expressing my own ideas and understanding other people's ideas has also mobilized everyone's enthusiasm. It's very interesting!
(3) Combine practice with theory to improve ability. Looking back on the process of this internship, although the time is very short, I can only touch and absorb new things at a glance, but I have also learned a lot of knowledge that is not available in books through practice, which not only increases my knowledge, broadens my horizons, but also increases my practical ability and enriches my life experience, which will be my most precious wealth to the society. At the same time, through social practice, I applied my theoretical knowledge to practice, and constantly analyzed and summarized it from practice, thus perfecting my life. Going to the society and participating in practice have helped us to put our position right: not blindly arrogant and not too inferior.
Fourth, the end.
This internship, I feel the feeling of really participating in social work for the first time. For the first time, I really saw the layers of society. When I do a questionnaire survey with random people, they sometimes refuse me. In this case, I didn't argue with them; Instead, I learned the feeling of being rejected by others and learned more patience. Because I know that work is work, and there should be an image of work, that is, the image of the work team. In addition, I feel that my interpersonal communication needs to be further strengthened; This market research has taught me how to communicate with strangers and get the information I want from people who refuse to communicate with you. This internship, I learned a lot of things that are not in books, and there are a lot of interesting and useful knowledge that aroused my strong interest; Urge me to study further, I believe I will learn more knowledge and enrich myself in the future study. Finally, I want to say that during this internship, when all team members work together for the same goal, everyone's heart is warm.
Summary of market practice:
I am a graduate majoring in marketing. On February 25th, 65438 this year, I was lucky enough to be hired by Jinxing Beer Group as an intern salesman. After passing the training, I entered Henan Jinxing Beer Sales Company. So I was sent to Taikang sales branch in eastern Henan. I started as a sales reporter and an intern salesman at the grass-roots level, and it has been three months now.
During this time, I not only learned a lot of marketing knowledge that books can't learn, but also made myself more mature and strong. During my internship, I encountered difficulties in my work, so I couldn't sleep at night to find a solution, because I always believed that methods were always more difficult than difficulties. In the specific market, I have been rejected and ridiculed countless times, how many times I cried alone in the middle of the night, and how many times I have decided to pack up and leave; But the next day, I threw myself into my new job early, because I always believed that life lies in persistence, and I could accept failure, but I refused to give up.
In this way, a month and two months passed, and I persisted; Now I have become sophisticated and mature. I work actively and am good at finding problems and solving them in time. Many times praised by the manager in charge and the vice president. In the specific market, I can handle the relationship with customers, and at the same time maintain the customer relationship with the terminal, so that I can feel the fun brought by marketing.
First of all, I want to introduce the basic situation of my market. My Taikang market is a model of deep layout in eastern Henan. It is a township agency system that combines large customers and small customers. In addition to several big customers in the county, each township has set up a first-class dealer, which is completely intensive by the market.
Secondly, I am very lucky to participate in the _ _ _ beer war and feel the beer marketing. Our main competitors in the regional market are Wei Xue beer in circulation, Snowflake beer in catering channels, and of course, other brands of beer, such as Tsingtao beer and Yanjing beer.
In order to seize the market, when distributing goods in the circulation field, the promotion policy of the main product of the head office is 10 with 2 plus 1.8 liter soybean oil, which will be displayed for two months, 27 yuan/box; Wei Xue 20 with 3, 28 yuan/box; Snowflake 10 with 2, 28 yuan/box; The competition is fierce. Every terminal store in the county is a battleground for military strategists, and all manufacturers are grabbing it. It is really a war without smoke!
The competition in the field of catering is also in competitive strength. They all buy stores. You pay 3,000 yuan, I pay 5,000 yuan, and then.
In contrast, Venus bought out most hotels, but it also paid a heavy price, spending nearly 2 million on the storefront. Today, my internship is over. In these three months, I have made a lot of efforts and gained fruitful results. Because of my outstanding performance during this period, I have become a formal salesperson of the group company, enjoying the overall planning of the country and generous salary.
Finally, I would like to thank my alma mater, Henan Business School, for always cultivating me, all the teachers in the marketing department for imparting my marketing knowledge, and all the teachers who have educated me for three years. Students are here to pay tribute to you. You have worked hard.
I would like to thank Mr. Tang, Minister of Human Resources Headquarters of Duan He Group, who hired me at the beginning, and Mr. Tang, Minister of Marketing, for his guidance and education on my marketing knowledge.
Thank you, Mr. Zhang, the deputy general manager of the sales company, for your concern for me, thank you, Mr. Sun, the manager in charge of my training, and thank you, my colleagues in Taikang Sales Branch, for their constant concern for me. Thanks again.
Summary of market practice Fan Wensan:
First, the basic situation of internship
1. The internship period is from March 22, 2004 to May 9, 2004, * * * seven weeks.
2. There are 32 internship sites. There are 25 practice points in the autonomous region and 7 practice points outside the region. Please refer to Annex 1 "Statistical Table of Internship of 2004 Undergraduate Graduates" for details of the specific internship location.
3. Internship content
The content of internship can be classified into two categories. One is the work within the scope of this major, and there are also individual ones.
4. Number of interns
(1) Intern students. In 2004, 13 1 students from three graduating classes all participated in the internship.
(2) Practice instructor. *** 17 people. Because of the many and scattered internship sites, department leaders, teaching and research section directors, teachers and related management personnel all participated in the internship guidance.
5. Internship Form
According to the requirements of the academic affairs office of the college, centralized internship and decentralized internship are adopted. Scattered internship students contact the internship unit by themselves, and all of them issue written materials signed by three parties (individual application, parents' consent and internship unit acceptance certificate). The internship units of centralized internship students are contacted by the department. All internship units have professional teachers to guide them. Internship is divided into graduation internship and graduation design. Graduation design 107 (3 1 practice point) and 24 (1 practice point). According to the students' personal wishes and characteristics, the graduation design students are selected, and other students participate in the graduation design.
6. Statistics of internship results
(1) Received an internship appraisal from each of the 32 internship sites (the internship unit's seal is valid). The appraisal made an evaluation for each student, and 13 1 student units all passed the appraisal.
(2) Received 1 12 student internship report. One for each graduate student, *** 107; Graduation design for each group 1, each group ***5. The internship reports are all qualified.
(3) Received 1 copy, *** 17/copy of the internship summary report of each intern teacher. The report consists of three parts. The first is the evaluation of students' performance, ability, discipline and basic knowledge during their internship. Second, combine the opinions of the internship units and give each student a comprehensive internship result under their guidance. The third is to put forward suggestions or suggestions for improving the teaching problems reflected in the graduation practice. All the students' comprehensive internship scores are all qualified.
Second, the internship performance and effect
Achieved the expected purpose of graduation internship. In the practice of school and society, students have a more specific understanding and objective evaluation of themselves and their work. This kind of practice takes the form of decentralization. In principle, we should focus on employment practice and combine the topic selection of graduation thesis. This internship involves a wide range of units and the overall level of the enterprise is relatively high. The harvest of internship is mainly reflected in two aspects.
1. Working ability. During the internship, the vast majority of students are active, eager to learn, serious and responsible, and actively participate in enterprise market research, product sales, foreign trade negotiations, administrative management, financial management, production and operation management, human resources management and so on. At the same time, carefully complete the internship diary and write the internship report, and the effect is good. The feedback from the internship unit shows that our students have strong adaptability and certain organizational and communication skills, which are generally well received by the internship unit. Most students are competent for the work assigned by the unit. In graduation design units and some enterprises, interns put forward many reasonable suggestions and did a lot of practical work, which contributed to the efficiency and development of enterprises.
2. Practice methods. The internship unit designates instructors, teachers and apprentices to guide students' daily practice. In the internship unit, students have completed the dual tasks of study and work in a dual capacity. They go to work like employees of the unit and complete the work of the unit; As a student, I study with an open mind and try my best to acquire practical knowledge. Students' serious working attitude, strong working ability and studious spirit have been well received by the internship unit and its instructors.
3. Internship harvest. There are four main aspects. First, by directly participating in the operation process of the enterprise, I learned practical knowledge, further deepened my understanding of theoretical knowledge, improved my knowledge in both theory and practice, and successfully completed the practical task of undergraduate teaching. Second, I have improved my practical working ability and accumulated some valuable practical experience for employment and future work.
Third, some students are recognized in internship units to promote employment. Fourth, accumulate materials and graduation thesis materials.
4. Organization and management. The members of the internship leading group personally went to the internship unit to inspect and guide the internship work, coordinate and solve the problems encountered in the internship, and summarize and exchange work experience.
Instructing teachers to do their duty in the whole practice process plays an important role in ensuring the quality of practice. At the beginning of the internship, teachers went deep into students and internship units, made clear the internship outline and internship plan, and made clear the internship purpose and requirements. In the practice process, combined with the specific situation of the practice unit, help students learn to analyze and solve problems in detail, learn to deepen professional knowledge, guide practice with professional knowledge, and guide students to do specific work; In the practice point with little business, guide students to "find something to do" and tap practical experience; Check the diary of students' internship work, grasp the internship situation, and guide the work in a timely and effective manner; Urge students to finish the internship report carefully. After the internship, teachers should check and evaluate students' internship results, participate in internship exchange meetings and complete internship summary reports. The instructor communicates with each student once a week on average. Guidance methods include telephone, email, next point, interview, etc. Basically, the purpose of finding problems in time, solving problems and improving the quality of practice has been achieved. The instructor of the internship unit is serious and responsible. Not only to guide the specific work, but also selflessly introduce their own work and social experience.
5. School-enterprise relationship. Before and after the internship, the department leader led the intern teacher to visit the internship unit to thank him, and at the end of the internship, the department sent a thank-you letter in a unified format to the internship unit. Internship students actively cooperate with enterprise work, and their mental outlook and actual work performance have played a good role in promoting enterprise work. The school-enterprise relationship has been further consolidated and developed.
6. Summarize the communication. After returning to school, various forms of exchange meetings were held, with rich content and warm atmosphere. Students actively tell their own experiences, experiences and feelings, with rich topics and informative arguments. The internship instructor visited the exchange meeting site in person, which not only affirmed the students' achievements, but also pointed out the shortcomings in the internship and commented on the students' views or experiences. It is of great guiding significance for job hunting and future work.
Third, suggestions for improvement of internship
1. Add a useful link. A common experience of students is "use books, hate less". From commodity management and price determination of sales terminals to channel control, advertising, new product development and market research, extensive theoretical knowledge is needed. Some units are highly professional, and students come back from work to find books and consult teachers. Students from other internship sites also took the initiative to participate in suggestions. It has greatly stimulated everyone's enthusiasm for learning, and many students regret that they have not studied hard enough. A common problem is that students want to participate in an actual marketing planning activity, systematically understand the operation process of enterprises and enhance their practical ability. In our teaching plan, although there is a second-year social investigation internship, it is unprofessional and lacks investment. If short-term professional social practice is offered in grade three, it will promote students' learning and further increase their practical knowledge. If we increase the actual marketing planning content, it will increase the workload of teachers. However, increasing social practice is indeed an important way to achieve the training goal of marketing professionals, especially helpful for students' employment. We initially plan to add marketing planning practice items to increase the number of participants from 5% to 10%. It is suggested that schools should incorporate professional social practice into their teaching plans.
2. Acknowledge the workload of teachers in guiding social practice. At present, teachers' social investigation practice and graduation practice are not included in the teaching workload, and teachers' enthusiasm can not be mobilized. There are also repeated practices that are always difficult to achieve results. Including graduation thesis, there are also such problems. Guiding social practice and graduation thesis requires teachers to invest a certain amount of time and energy to get results. Summing up the experience, we can know that whether it is social investigation practice, graduation thesis writing or activity planning, we have invested a lot of work and even personal research results to guide teachers to achieve every good result. Therefore, while further standardizing social practice and graduation thesis, we should affirm the workload of teachers, so as to encourage teachers to invest, not become a mere formality, and truly achieve practical purposes. One of the most effective and transparent ways to recognize teachers' workload is to incorporate social practice and graduation thesis work into teaching workload.
3. Deepen the teaching reform. Adjust the curriculum according to social needs. During the internship, I learned that the society needs a large number of marketing talents at present, but it is difficult for our students to find suitable positions. The objective performance is that enterprises generally recruit people with several years of work experience. In fact, what enterprises really need is talents, which is reflected here: fresh graduates are not talents. We can't change the recruitment conditions, we can only make ourselves talents. How to become a successful student is an urgent problem we are facing. First of all, we should study the connotation of marketing talents, and then adjust the training objectives, curriculum, teaching objectives, teaching plans, students' knowledge and quality requirements. We should strengthen employment guidance and attach importance to the employment rate, which is an important foundation for the survival of the college.
The internship report mainly includes three parts: 1, introduction of internship institutions, contents of internship methods and internship experience.
There are some things added in it: internship objectives, internship time, internship supervision, and reports on problems and difficulties encountered in internship should be realistic and the details should be appropriate. It can be divided into the following parts:
(a) the purpose of the internship, including ideological and technical requirements.
(2) The general process of internship is divided into several stages, the location, time, specific requirements and instructors of internship in different stages.
(3) The harvest of internship, which is the key point, should correspond to the first part. That is to say, has the purpose of the internship been achieved? What are the specific gains? We should write them out in detail.
(d) Questions should also be focused. It is not only necessary to identify the existing problems, but more importantly, to analyze the subjective and objective reasons of the existing problems in order to improve the future practice.
(5) Other matters that are not mentioned above but must be discussed.
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