I. Market survey
Market survey mainly includes five parts: market environment survey, technology development trend survey, market demand survey, product and price survey and competitiveness survey.
1, market environment survey
Including political and legal environment investigation and economic and social environment investigation; The investigation of political and legal environment mainly refers to the investigation of relevant national guidelines, policies, laws and regulations; Economic, social development and environmental surveys are mainly about GDP, national income, population composition and price level;
Investigation on the level of national education, ethnic geographical distribution, customs, occupation composition, religious beliefs, aesthetic concepts and values;
2. Investigation of technology development trend
It mainly includes three parts: investigation on the development trend of new technologies and new processes, investigation on the technical status of new products and investigation on technical research policies. Among them, the survey of the development trend of new technologies and new processes is a survey of the latest technological trends at home and abroad, such as technological innovation and invention, new process development and so on. The investigation of new product technology is to investigate the design, quality, price and life of existing products at home and abroad;
Technical research policy investigation refers to the investigation of national policies and plans for scientific research, technological development, high-tech industries and patents and inventions at home and abroad;
3. Market demand survey
By investigating the factors that affect the market demand, such as price, income, related commodity prices, consumers' purchasing power and preferences, policy changes, seasonal changes, advertisements and consumers' expectations of future prices, the actual demand and potential demand of the market are finally determined;
4, product and price survey
Product survey refers to the survey of product packaging, specifications, convenience, durability, user evaluation, market share, etc. Price survey is to investigate the elasticity of supply and demand of product prices, the influence of national policies on price *, the choice of product pricing strategies and methods, and the possible reactions of users and competitors after price changes.
5. Competitiveness survey
Mainly to investigate competitors and products; The investigation of competitors mainly includes the investigation of their quantity, distribution, market share, product sales, production capacity, product cost, technology level, competitive strategies and means.
The investigation of its products is mainly about its product design ability, technological ability, quality, quantity, brand, cost, price, service and the development trend of competitors' new products.
Focusing on the content of market survey, the commonly used survey method is telephone questionnaire survey; Data survey method (open newspapers and magazines, Internet, etc. ); Inquiries (interview, telephone, discussion, etc.). ); Observation method (direct observation method, personal experience method, trace observation method, behavior record method) and experiment method.
Second, the future market forecast
The contents of market future forecast mainly include market demand potential forecast, market share forecast, resource forecast, price forecast and technology development forecast.
1, market demand potential forecast
Predict the purchasing power and investment of a commodity in a certain period and within a certain range, so as to grasp the dynamic trend of market development and total social demand, study the specific characteristics of social demand, determine the target market, and formulate a reasonable marketing plan in combination with the enterprise's own situation.
2, technology development forecast
On the basis of full possession of a large amount of information, the level, speed and trend of technological development in a certain range are predicted by scientific forecasting methods around four elements: qualitative, quantitative, time and probability;
Around the content of market future forecast, qualitative and quantitative forecasting methods are often used; Among them, qualitative prediction mainly adopts manager evaluation method, expert opinion method and comprehensive opinion method; Sales staff estimation methods, etc. ; Quantitative prediction mainly adopts moving average method, exponential smoothing method, regression analysis method and seasonal variation method.
The content of the market part in the feasibility study report is becoming more and more important, and customers' requirements for the depth and breadth of the market part in the feasibility study report are getting higher and higher. Engineering consultants must attach great importance to the quality and level of the preparation of the market part of the feasibility study report in order to hand over a satisfactory product market analysis answer sheet for customers.
Extended data:
The role of market analysis is mainly manifested in two aspects:
First, it is the basis for enterprises to formulate marketing strategies correctly.
Only when the marketing strategic decision of an enterprise is based on a solid market analysis, and only when the external factors affecting demand and the internal factors affecting the purchase, production and sales of an enterprise are fully understood and mastered, can mistakes be reduced, the scientific and correct decision-making be improved, and the operational risk be minimized.
Second, it is the guarantee of implementing the marketing strategic plan.
In the process of implementing the marketing strategic plan, enterprises can check and judge whether the marketing strategic plan needs to be revised according to the latest information obtained from market analysis, and how to modify it to adapt to the new situation or the situation that enterprises have not mastered in advance, so as to ensure the smooth implementation of the marketing strategic plan.