● Summary tips:

The fragrant rice noodle on the third floor of the second canteen is a new rice noodle shop opened by our classmates. Cross-bridge rice noodles, as a snack with national characteristics, have always been welcomed by everyone, but the fragrant rice noodles are not ideal. We analyzed the reasons and problems and put forward some solutions.

● Analysis of market conditions:

1 marketing environment analysis: it is a good market for college students' catering industry, with a large flow of people and fixed consumption. Based on these advantages, whether it is near the school or in the school cafeteria, it is very profitable to open a restaurant. Rice noodles, a special snack in the south, are very popular in this market, and there are many opportunities.

Product analysis: There are many kinds of rice noodles in our shop in terms of quantity and taste. Diversified pricing, divided into 6 yuan, 10 yuan, 15 yuan, 20 yuan, 25 yuan and 30 yuan. There are many kinds of meat dishes, such as beef and mutton, fish balls, chicken balls, sausages, etc., as well as special sesame cakes, vinegar, sesame oil and peppers, which can be suitable for different consumer groups.

Analysis of competitors: Some students are willing to eat out of school. Most students eat in the school cafeteria, and girls are close to 1, so girls basically eat in 1. As far as No.2 canteen is concerned, there are several rice noodle makers, but the characteristics are not obvious, the taste is average, and the fragrant rice noodle has a competitive advantage.

Consumption analysis: students' consumption habits determine that price is a sensitive factor. Therefore, it is necessary to add extra value and make students' consumption feel worthwhile. In addition, students have a demand for taste.

● Analysis of market opportunities and problems

1 Analysis of marketing status: There are several rice noodle shops in the canteen. As a new storefront, Xiangxiangyuan Crossing the Bridge Rice Noodles has done a lot of publicity, but it has not really reached the target customers. Few people read the leaflets posted in the water room, and the publicity did not achieve the expected results. Besides, the price is too high for many students to accept. The promotion methods are not novel enough to attract customers. And there are no soft drinks like soda and cola.

Market opportunity analysis: fragrant rice noodles have unique taste, delicious taste and strong competitiveness, and the location is chosen in the school canteen and the window of the canteen.

The stalls are full, and new competitors will not go in for the time being. The customers are students. This kind of consumers have high loyalty after accepting the products, which avoids a lot of unnecessary troubles. There are more girls in school, and rice noodles are very popular with girls. Moreover, there are still a large number of people who haven't tasted rice noodles, so there are still many potential customers, and the market potential and business development are great.

● Specific marketing plan:

According to the above analysis, we can make the following marketing plan.

1 Product proposal: Through observation and investigation, it is found that many people who eat fragrant Mi Yuan rice noodles are lovers, so a suitable couple package can be introduced. Girls eat less, so they can put more vegetables and less rice noodles, and appropriately increase some supporting catering (for example, some soda cokes were given at the beginning of the promotion, but they were not sold later) to meet the more needs of consumers.

2 Price plan: According to students' consumption habits, the ingredients of meat dishes can be appropriately reduced, and the price can be slightly reduced to meet students' consumption psychology. Or at the same price, add weight or new items, giving people the feeling of value for money.

Promotion plan: At the beginning of its opening, the fragrant Mi Yuan rice noodles were promoted by giving away soda and biscuits, and achieved good results. In the future, these promotion methods can be implemented on weekends and festivals, or a simple membership system can be implemented. There are many regular customers who go to eat incense now. We can keep these customers for a long time and add new customers through the membership system.

4 channel plan: the current sales method of Xiangxiangyuan rice noodle shop, students can only eat in the restaurant and can't take it away. In the school environment, we can increase the sales mode of food delivery, so that it is very popular for students to bring meals at school, and rice noodles should be taken out.

Conclusion:

It is hoped that through questionnaire survey, personal inquiry and communication with the manager of Xiangpiaopiao rice noodles, the reasons for its poor sales will be found out, and various improvement measures will be put forward according to the obtained results. At the same time, through the efforts and cooperation of the manager and staff of Xiangmi Noodles, through the above specific marketing planning, the shortcomings in its operation are corrected to achieve the purpose of this planning. I firmly believe that through such planning, we can improve the efficiency of the rice noodle shop in a short time and make it formal.

Model essay on market research scheme design II

I. Background:

First, the number of students is large, the dining time is consistent, and the number of students in the school cafeteria is limited, resulting in a series of problems such as crowded dining and long waiting time in line.

Second, the limited opening hours of the canteen can not meet the requirements of the majority of students to delay eating for special reasons.

Thirdly, off-campus restaurants offer take-away service, which is increasingly favored by students.

Second, the purpose of the investigation:

Through this survey, we can understand the following main contents and achieve the following purposes:

(a) to understand the degree of demand, consumption concept and habits of college students in their minds;

(2) To master the conventional promotion methods of take-away service in off-campus hotels;

(3) Analyze the consumption behavior and characteristics of college students' consumers;

(4) Statistical data to predict the capacity and potential of the take-away market.

Third, the survey content:

(A) take-away market environment survey

1, the capacity and development potential of the takeaway market;

2. Consumption status of college students in different grades;

3. The influence of school teaching and living environment on the development of this industry.

(2) Consumer survey

1, consumer psychology (preference, economy, convenience, etc. )

2. Understanding of foreign products (variety, taste, price, etc.). )

3. Consumer loyalty

4, consumer spending power, consumption level and consumption ratio statistics.

5. Consumer's ideal takeaway service description

(3) Business survey

1, main customer base

2. Advertising strategy

3. Description of the existing takeaway service by the merchant.

Four. Research object and sampling method

Respondents: all students of Hunan University of Humanities and Science, off-campus restaurants providing take-away service.

Sampling method: in order to ensure the representativeness, rationality and accuracy of the sample, and taking into account the factors such as time, manpower, material resources and the economic situation of consumers, the survey adopts the methods of key investigation and stratified random sampling.

Verb (abbreviation for verb) Requirements and composition of investigators

(1) personnel requirements

1, the instrument is correct and generous.

2. Behave appropriately and have a cordial and enthusiastic attitude.

3. Have a serious, responsible and positive work spirit.

4. The interviewer should master the ability of conversation atmosphere.

(2) personnel

Tang Yan Zeng Yanhua

Six, market research methods

Consumers mainly use questionnaires, supplemented by interviews; Interviews are mainly conducted for merchants, and the specific implementation methods are as follows:

After completing the design and production of the market survey questionnaire and the arrangement of the investigators, the specific questionnaire survey can be carried out. Distribute the questionnaire to the investigators evenly, and choose the time when the students are free after the meal time. Because students are concentrated in the dormitory, which saves time and is convenient for investigation, the dormitory where the respondents are located is visited and investigated. When entering the dormitory, you should explain your purpose to ensure that the respondents actively participate and get correct and effective survey results. In the process of investigation, investigators should wait patiently and never rush. Investigators can withdraw the questionnaire at that time or the next day (this is powerful for respondents to fully consider and get more real and effective results).

After completing the market survey interview outline and the interviewer's arrangement, you can conduct a specific interview. Interview hotel managers and service personnel during non-meal hours.

Seven. Survey scale

It is estimated that 200 questionnaires will be distributed and 20 students and 6 enterprises will be interviewed.

Eight. Work content, time and personnel arrangement

(1) Research, planning, discussion and writing: 20XX April 25th -20XX May 5th, collective discussion, written by Zeng Yanhua.

(2) Design the questionnaire and interview outline: from May 4th, 20XX to May 5th, 20xx, Yan will be responsible and other personnel will assist.

(3) Questionnaire distribution: from May 9, 20XX to May 20xx 1 1 day, all participants and Tang are responsible.

(4) Interview: May 14, 20XX, attended by all participants, and strictly responsible.

(V) Statistical questionnaire and summary interview: From May 20XX 15 to May 20, 20xx, all participants participated, and Zeng Yanhua was responsible.

(6) Writing investigation report: 20XX may 2 1-20xx may 25, collective discussion, written by Tang.

Nine. budget

Printing fee: plan book 1 yuan.

Questionnaire 30 yuan

Interview outline 0.3 yuan

Investigation report 1 yuan

Total: 32.3 yuan

X. appendix:

questionnaire

Interview outline

Model essay on market research scheme design 3

(A) Research background

In recent years, with its strong brand operation ability and financial strength, P&G has firmly occupied the first position in the shampoo market. However, with the intensification of competition, the situation has gradually changed. Unilever followed suit strongly. Many shampoo brands, such as Xia Shilian and Lux, stole many consumers from P&G. Kao's brands, such as Aoni and Shu Lei, occupied the mid-end market, while the low-end market belonged to rising stars such as Fang La, Jingzhuang, Jacquard and Hao Di. At this point, China shampoo industry presents a typical pyramid brand pattern. Through market segmentation, Xi 'an Janssen launched Le Cai in 20XX, and found the intersection between medicine and shampoo. In order to increase its share in key cities in China and provide scientific basis for its future marketing development plan, the six-person market research company will conduct special marketing surveys in key cities across the country.

(B) Research purposes

The main objectives of this market research work are:

1. Analyze the pre-marketing plan of Le Cai shampoo (including sales channels, media delivery, product terminals and products) and consumers' product expectations, and make clear their own strengths and weaknesses, as well as the opportunities and threats they face.

2. Understand consumers' cognition of dandruff shampoo, and discuss the acceptance of dandruff shampoo.

3. Understand the popularity and reputation of products and determine the focus of future marketing plans.

(3) Research content

According to the above research purposes, we have determined that the contents of this study mainly include:

1. Make a comprehensive analysis of its marketing plan to provide scientific basis for its future marketing plan. The main information points required in this section are:

(1) Consumer's use of Le Cai shampoo-whether it has been used, satisfaction, and what aspects of the product are more attractive to consumers.

(2) Understanding of Cai Yue's previous marketing plan-how to understand Cai Yue, through what channels to buy Cai Yue, whether you can't buy Cai Yue, how you feel after using Cai Yue, and what you think can be done to improve the product.

(3) Consumers' awareness of dandruff removal.

2. Understand consumers' thoughts and make a survey on the depth of pre-harvest promotion.

3. To make a survey on the promotion activities in the early stage of the product, the main information points that need to be mastered are:

(1) Understanding of song selection-whether it is known or not.

(2) Music pickup impression evaluation (five-point method)

In addition, we will also collect background information including consumers' age, gender, income and occupation, as well as consumers' hair quality for statistical analysis.

(d) Definition of target audience

As this survey is the feedback on the implementation of the pre-marketing plan, we follow the following principles when defining the sample: First, the sample should be widely representative to basically reflect consumers' views on the implementation of the pre-marketing plan of Le Cai Shampoo and Lecai; Second, the samples should be targeted. Because music picking is a daily commodity, and it is mainly aimed at dandruff people, the price is also high, and it needs to have a certain ability to buy and pay. So this survey is mainly aimed at experienced people, mainly key cities in China.

Based on the above principles, we propose the following criteria for selecting target interviewees:

/kloc-urban residents aged 0/and 20-45.

2. I and my relatives do not work in the corresponding units (such as market research companies, advertising companies, shampoo industry).

3. Have not accepted or participated in any form of relevant market research in the past six months.

(v) Data collection methods

The data collection method of this project is as follows:

The length of the questionnaire is controlled at about half an hour, and the questionnaire is officially launched after discussion and confirmation by both parties.

Questionnaire sampling method: 400 people were selected from seven cities including Beijing, Harbin, Shanghai, Guangzhou, Changsha, Chengdu and Xi 'an, and 400 numbers were randomly selected from the telephone book of each city, and the respondents were verified by telephone. In the case of constantly eliminating respondents, we randomly selected many times until 400 people were selected.

A structured questionnaire was used to conduct a family survey.

(6) Sample size

According to past experience, the allowable error should be controlled within 2%. Considering the requirement of sample size for statistical analysis and the economy of cost, we suggest that the sample size required for this study should be 400 per city.

(seven) quality control and review (review is to check the authenticity of the questionnaire again)

1, the audit rate of this visit is 30%, including telephone audit 15% and on-site audit15%;

2. We will implement a one-vote veto, that is, if an interviewer is found cheating on a questionnaire, then all the questionnaires of the interviewer are invalid;

(8) Data input and processing

All data entry and coding personnel involved in this project will participate in questionnaire making and investigation training; During the input process, 10% samples should be selected for input review to ensure the input quality; Data processing is carried out by SPSS software.

(9) See table 1- 1 for the research progress (from the date when the project is determined).

Table 1- 1 schedule

A week, a Tuesday, a Wednesday, a Thursday, a Friday, a Saturday, a week, seven weeks, eight weeks.

Scheme and questionnaire design

Questionnaire interview

Investigation and implementation

data processing

Report writing and publishing

(10) report submission

A six-person market research company submitted a survey report and all the original questionnaires to Xi Anjansang Company, and analyzed them according to the market research report and data. If necessary, we will make an oral report to Xi Anjansang Company.

(1 1) cost budget

The project cost budget is about (67,000 yuan), and its uses are shown in Table 1-2 respectively:

Table 1-2 Expense Budget Table Unit: 10,000 yuan

1 questionnaire design, questionnaire printing 2.0

2 Investigation and review costs 1.0

3 data processing (coding, input, processing and analysis) 1.5

4 Agency fee of regional city dispatching company 1.4

5 Travel and other miscellaneous expenses 0.8

Total 6.7