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Selected 3 model articles of market research report
Selected 5 model articles of product market survey report
Excellent model essay of market research report
Selected essays of three market research reports
6 Model essay on the format of market research report
Article 1: Model essay on market research report
I. Basic situation of supermarkets in e-mart
E-mart Supermarket, a large supermarket chain under the New World Group, is ready to expand rapidly in China. According to the information provided by the relevant person in charge of e-mart, New World Group is the largest commercial circulation group in South Korea, which owns department stores and large-scale general supermarkets. At present, e-mart Supermarket has 70 stores in Korea, accounting for 32% of the Korean market. In the local market, the number of stores and sales exceed the sum of Wal-Mart and Carrefour.
19__, New World opened the first e-mart supermarket in China. At present, it has opened five branches in e-mart. According to Cao Tie, deputy general manager of Tianjin e-mart, New World plans to open 25 branches in China in the near future, aiming at Shanghai, Tianjin, Beijing and other big cities to form a nationwide store network. It is reported that e-mart will invest at least 500 million US dollars to lay out the China market. As the largest commercial circulation group in Korea, Korea New World Group chose to cooperate in chain retail business in China. At present, its main partners are Shanghai Jiubai and Tianjin TEDA.
Second, the investigation background
(a) the object of investigation
The survey targets residents and migrant workers around e-mart, Kunshan City. This survey randomly selected 45 people for investigation.
(ii) Purpose of the investigation
This survey is mainly based on the following two purposes: First, OCT people have a general attitude towards e-mart's products and services.
Physical survey, the second is to try to interpret the demands of the masses for supermarkets and the feelings they want to get when they buy things through the survey of consumers in e-mart.
Third, the questionnaire recovery situation
This questionnaire survey aims at the local satisfaction of Huaqiao e-mart Supermarket in Kunshan City, and reflects e-mart's position in the public's mind through detailed data. The content involves: consumers' satisfaction with product quality, cashier speed, product price and brand type; Consumers' attitude towards shopping mall service and evaluation of shopping mall promotion activities; Comparison between shopping centers and shopping centers in consumers' minds: the concept of shopping centers in consumers' minds. This survey adopts the method of "random sampling" to select consumers. The survey collected 100 questionnaires. Among them, 45 questionnaires were valid and 55 were invalid, with an effective rate of 45%. Random sampling survey and second-hand data were used to collect and analyze.
The questionnaire was distributed on 201211kloc-0/4 (completed on the same day), and distributed randomly in residential areas, supermarkets and roads. In the valid questionnaire, the occupation type is:
There are 8 service personnel, 6 self-employed, 2 workers, civil servants 1 person, 5 retirees, 2 farmers, migrant workers 1 person, 8 others, 2 cultural, educational and health personnel and 8 students.
The ratio of boys to girls is about 6: 4. (Gender and occupational category are calculated by questionnaire questions 1 and 2)
Four. Environmental Analysis of Kunshan e-mart
E-mart Huaqiao Store is located at No.269, Greenland Avenue, huaqiao town, Kunshan City. It is the first store outside Shanghai in East China of e-mart. E-mart Huaqiao Store has 220 employees, 248 suppliers' promoters and 95 outsourcing technicians, with strong service ability. The shopping mall covers two floors, with a business area of 4078 square meters on the first floor, mainly engaged in daily necessities, including cosmetics, men's and women's clothes, children's clothes, bedding, stationery toys, auto parts, home appliances, mobile phones, kitchens, toiletries and other necessities; The second floor has a business area of 5280 square meters, mainly engaged in food, including fresh goods, snack food, condiments, imported food and other rich commodity varieties. Due to the background of Korean investors in e-mart, the store also specially organized popular Korean specialty foods to meet the needs of customers.
For the convenience of the surrounding residents, e-mart specially designed the 10 free shuttle bus in Shanghai and huaqiao town around Huaqiao, including Baihe Zhaotun Line, Anting Ring Line, Anting Outer Ring Line, Huang Du Line and Huaxin Line in Shanghai. Langpeng line, Huaqiao ring line, Greenland 2 1 city ring line, Lujia line, Qiandeng line and Shipu line in Huaqiao area.
Verb (abbreviation for verb) Consumer satisfaction with supermarkets in e-mart.
(A) the satisfaction of commodity quality
If consumers' satisfaction with quality is divided into five grades (1, 2,3,4,5 is the highest, 1 the lowest), of which 4% is at 1 grade, 13% is at grade 2, 45% is at grade 3, and 20% is at grade 4.
(B) brand satisfaction
In terms of brand, the performance of e-mart supermarket in e-mart compared with other supermarkets in this city is shown in Figure 2: 13% very satisfied, 33% satisfied, 50% average and 45% dissatisfied.
(3) Satisfaction with the price
52% people think the price is acceptable, 33% people think the price is high, 1 1% people think the price is reasonable, and 4% people think the price is unacceptable.
(D) Service attitude of supermarket employees in e-mart
52% of consumers think that the service attitude of employees is good, 3 1% of customers think that the service attitude of employees is average, 13% of customers think that the service attitude of employees is excellent, and 4% of customers think that the service attitude of employees is poor.
(5) Satisfaction with the checkout efficiency.
66% customers think that the checkout efficiency is high, 7% customers think that the checkout efficiency is low, 20% customers think that the checkout efficiency is average, and 7% customers think that the checkout efficiency is low.
(6) What needs to be improved in terms of free transportation?
22% people think that air routes should be increased, 13% people think that flight attendants should be increased, 16% people think that the frequency should be increased, 7% people think that the interior environment should be improved, and 42% people don't care.
Conclusion: Consumers are relatively satisfied with the overall satisfaction of e-mart.
Part II: Model essay on company research report
With the continuous development of the world economy and the continuous improvement of the socialist market economy, the competition among enterprises is becoming increasingly fierce. How to preserve strength and seek development in such fierce competition has been included in the development plans of more and more enterprises. Corporate culture, like the spirit of saving enterprises, has become more and more prominent. So, what is corporate culture? Many enterprise cadres and employees still have a vague concept of corporate culture. They generally believe that the wall newspaper, broadcasting and amateur cultural life of enterprises are all corporate cultures. In fact, the scope of corporate culture is very wide, far from simple. So what is corporate culture?
In order to better understand the essence and function of corporate culture, I conducted an investigation on _ _ _ _ _ Technology Co., Ltd. through interviews and data collection from. Generally speaking, corporate culture puts forward ideas for the development of enterprises in many aspects and has unique opinions on the requirements of talents. However, there are also some problems in corporate culture management. This paper analyzes these problems and puts forward some suggestions for improvement.
I. Overview of _ _ Technology Co., Ltd.
_ _ _ _ Technology Co., Ltd. was established in 1, located in Yitian Road, Futian District, _ _, with legal representative Liu Moumou and registered capital of (ten thousand yuan) 1. Business scope of the company: setting up industries (specific projects shall be declared separately); Clothing design, domestic commercial and material supply and marketing industries (excluding franchised, monopolized and specially controlled goods); Computer system integration; Weak current engineering design; Development and design of computer software and hardware products; Technical development and sales of microwave products and electronic products (excluding restricted items).
Second, the company's corporate culture introduction
Based on quality
The company gradually improves the implementation of the quality assurance system and insists on "excellent talents, excellent quality and excellent service" in management. The quality of products is our integrity. Realization: Zero defect service to satisfy users.
(b) Creativity for development
Dare to innovate, innovation is the soul of high-tech companies, the basis for enterprises to maintain vigorous vitality, and the magic weapon to gain competitive advantage and be invincible. Every employee has the responsibility to learn with an open mind and innovate boldly.
(c) Share the results as the same goal.
A successful enterprise should not only share constantly, but also accept criticism constantly in the process, and try to improve itself and benefit customers with excellent results. Serve customers and society.
Corporate culture is embodied in management. For the analysis of the above corporate culture, it is found that there are some problems in corporate culture management:
Three, _ _ _ _ Technology Co., Ltd. Problems and causes of corporate culture management
(A) the enterprise management system is not perfect.
As can be seen from the corporate culture, there are many guarantees for corporate interests and quality, but relatively speaking, there is a lack of protection for employees' interests. There is too much imbalance in the proportion, so it is obvious that the existing system can only be implemented and cannot be handled flexibly. The scope involved is too large. Now the market is developing rapidly, enterprises can not keep up with the times, and the system can be improved accordingly. The old system led to the lack of motivation for employees' work, and also made many employees work with a mixed mind. Many employees think that they have little room for development in the company and can't reflect their values well. They also mentioned "excellent talents" in the corporate culture, but according to the survey, many people have not received any professional training from the company. This also exposes the shortcomings that the system cannot be implemented well.
(B) the company's employees lack understanding of corporate culture
Many company employees think that corporate culture is the business of the company's top management and have little interest in themselves. I don't want to spend time on it. More is to consider things related to your own interests. The company's promotion of corporate culture is very lacking. In the survey, some senior executives also said: Now that I am busy with work, it is difficult to have time to do the propaganda and cooperation work of cultural construction, and I feel very helpless about how to publicize corporate culture. Some people think that corporate culture will be formed naturally if it is efficient. This is also the idea of most companies at this stage.
(C) there is no good communication platform in the construction of corporate culture
The company's own understanding of corporate culture is very lacking, focusing on interests, employees lacking specific understanding of corporate goals, failing to form corporate values, and lacking a sense of belonging due to the crisis. They often show natural arrogance and unreasonable division of labor in their work, and often refuse to participate in recreational activities in hospitals on the grounds of "being busy". Colleagues often only have a working relationship and lack lubrication. The middle-level leadership team has outstanding management ability. Most members of the middle-level leadership team in the hospital are top-notch employees with professional skills. Their common characteristics are increasing work pressure and responsibility, busy management tasks, and no systematic study and research on management knowledge. Therefore, there are many contradictions between enterprises and employees.
Three. Suggestions on improving the corporate culture management of _ _ _ Technology Co., Ltd.
(A) the improvement of enterprise management system
The management system should be diversified and flexible without losing its prestige. It involves the interests of the enterprise itself and employees. Pay attention to the improvement of management level, implement various rules and regulations, gain the unanimous approval of all employees, and keep abreast of the latest technology and management concepts in the world. Give employees continuous training and further study opportunities, and stimulate work enthusiasm and innovation vitality. Adhere to the people-oriented principle, widely accept and reserve scientific and technological talents with advanced management experience and technical expertise, form a good talent knowledge structure, and create more wealth for enterprises.
(C) to strengthen the publicity of corporate culture
First of all, make clear the objectives of the enterprise, call employees to learn corporate culture, and let them have a deep understanding of corporate culture. Ask employees' opinions from time to time, and start a business with cultural characteristics such as humanistic culture, overall cultural characteristics, innovative cultural characteristics, realistic cultural characteristics and service cultural characteristics. , so that employees can participate. Find your own cultural characteristics. Let the corporate culture be deeply rooted in the hearts of the people.
(3) Establish a two-way communication mode, so that employees and enterprises can form good communication.
Enterprises should have a deep understanding of their own culture. Humanized management should be given to employees, and employees' views on enterprises should always be understood and seriously considered or accepted. Let employees have a strong sense of belonging to the enterprise, and the enterprise will give employees more positive attention, publicly encourage employees and tap their potential abilities. Appropriate greetings on holidays. Carry out various activities to bring employees closer to the enterprise. Good communication and cooperation make the enterprise run smoothly and improve efficiency.
The above is my feeling after investigating the corporate culture of _ _ _ _ Technology Co., Ltd. ... Through this investigation process, I realized that the essence of corporate culture is a humanistic management theory with corporate management philosophy and entrepreneurial spirit as the core, which embodies the sense of belonging of employees and improves their enthusiasm and creativity. Excellent corporate culture should be people-oriented and value-oriented cultural management, which is an organic combination of human management and material management. An enterprise with a good corporate culture can be in an invincible position in the current business field.
Article 3: Model essay of investigation report
In this summer vacation, I made a survey of the company. Through the investigation in Shanghai Hortmann Beverage Co., Ltd., we can understand the objective and actual situation of its enterprises, so as to understand the general situation of an enterprise, the production technology of products, the management of enterprises and the development of brands, find out the rules and sum up experience from it, and lay the foundation for stepping into the society in the future.
Purpose of investigation:
1, learn and experience the application of professional knowledge in practice.
2. Understand the company's management system and learn the essential requirements for the survival and development of enterprises.
3. Improve your communication skills and enrich your social experience.
4. Find your own shortcomings in the investigation and correct them. Research time: 2065438+August 2002.
Research location: Shanghai Hortmann Beverage Co., Ltd.
I. Company Profile
Shanghai Hortmann Beverage Co., Ltd. is a professional drinking water manufacturing enterprise established in accordance with international standards with the investment of US$ 25 million from Hong Kong famous listed company Hong Kong New World Group and American famous investment bank Besma Group. The company is located in Shanghai Songjiang Industrial Zone. The factory covers an area of17000m2 and employs more than 200 people. Strong distribution network At present, bottled water has covered the markets of Shanghai, Beijing, Suzhou and Kunshan, laying the foundation for pushing to the national market. Chain supermarkets, hypermarkets, and various food stores all have special products. The unique water station system is all over the city (Shanghai/Beijing/Suzhou/Kunshan), which makes the bottled water service "home".
Get special: quality, service, talent. Quality: We produce better and healthier products for our customers. Service: Every customer receives high-quality service. Talent: talent is the company, and the company is the talent.
A particularly satisfactory development course: 19__ entered the China market at the end of the year, and became one of the fastest-growing enterprises in the drinking water market in China in just a few years. 1September, 1999, the company welcomed a new shareholder-Hong Kong New World Group, which enhanced the power of sustainable development for the company. Today, guttman has become a well-known brand in China's drinking water market. Bottled water has covered the markets of Shanghai, Beijing, Suzhou and Kunshan, and gradually moved to the whole country. The market share of bottled water in Shanghai is in the forefront.
Second, enterprise management and brand development
1, company principle:
Three principles of the company: sticking to the end is good for society and the company. Do things that are good for society and bad for the company. The company is determined not to do anything that is not conducive to society, whether it is beneficial or not.
Employee ethics: integrity: selflessness, fairness, honesty and integrity; Enlightened, open and fair; Honest words, positive words, inspiring words; Think with a correct point of view; Judge what is right; Act uprightly and do what is good for others and the company.
Product quality positioning: never use unqualified raw materials, never use abnormal equipment, never allow irregular operation, never produce unqualified products, never ignore dissatisfied customers and never tolerate imperfect services.
2. Product quality
The company regards product quality as the lifeblood of the enterprise, and has perfect measures from machine setting, production management, detection means, product quality, service network system construction, formula technology to employment mechanism, system perfection and implementation, raw material warehousing procedures, warehousing inspection, etc., and adopts all-round services before, during and after sales of products to maximize users' profits.
Summary:
In this survey, it can't be said that every experience can be fully understood, but it does increase a lot of knowledge and social experience in practice. At the same time, I also realize that if an enterprise wants to develop, it is also very important to have a harmonious interpersonal relationship within the enterprise. Only by uniting can we innovate in development, break through in profits and solve in difficulties. Therefore, the team spirit of a team is very important, which includes not only making contributions to the enterprise, putting forward valuable opinions and sharing successful experiences, but also affirming and thanking others for their contributions. Therefore, today, under the leadership of * * *, a team spirit of forgetting the public and the private is more worthy of celebration than the enterprise making billions of profits.
Of course, what I understand best in practice is of course the importance of practice. No matter how high a person's education is, his understanding ability, application ability and practical experience are insufficient, his role still cannot be brought into play. Therefore, as an enterprise, talent selection, talent training and talent reserve are the most important. As a successful enterprise, on the basis of meeting the material living standards of employees, it is necessary to carry out special training on their professional knowledge level and marketing skills. No one who has just entered the society can be completely suitable for a job, no matter how high his academic qualifications are, but through the process of "learning, practicing, studying and practicing again", even young people who are not deeply involved in the world can be fully qualified for a job. In this way, the combination of enterprise re-education and practice is the most effective way to train talents.
Through this investigation, I enhanced my sense of service and social responsibility, and laid the foundation for stepping into the society in the future! !
Article 4: Model essay of investigation report
I. Investigation plan
(1) survey purpose: to provide reference for mobile phone manufacturers and mobile phone manufacturers by understanding the situation of college students using mobile phones, and to provide some reference for college students to develop the mobile phone consumption market.
(2) Survey object: students at school.
(3) investigation procedures:
1. Design a questionnaire to clarify the direction and content of the investigation;
2. Conduct an online chat survey. Chat with students from various universities at random and ask them to fill in the questionnaire;
3. According to the questionnaire of the recycling network, the specific contents are as follows:
(1) According to the digital characteristics of the sample, such as the place of purchase, price and brand, and the mean and variance of the monthly consumption distribution, the corresponding parameters of the overall monthly consumption distribution of college students' mobile phones are inferred;
(2) Analyze the mobile phone market according to students' different requirements for mobile phone functions;
Second, the questionnaire design
Questionnaire on mobile phone use of college students
Third, data analysis.
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
(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, the general characteristics of student 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;
(C) the standards 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.
Article 5: Model essay of investigation report
In order to deeply understand the consumption of households in the alcohol market and catering market in this city, this survey was conducted. The survey was undertaken by a university in this city from July to August, 2000. The survey method is questionnaire interview, and the total number of samples selected in this survey is 2000. After the investigation, the university summarized the contents of the investigation, and its investigation report is as follows:
First, the basic situation of the respondents
Second, the special investigation part
(a) Consumption of alcoholic products
1, the consumption of liquor is greater than that of red wine. The reasons are as follows: First of all, besides customers' own consumption, liquor is more used for gifts, while red wine is mainly used for their own consumption; Second, most of the advertisements made by merchants are liquor advertisements, and there are few red wine advertisements. This directly leads to a larger market for liquor than red wine.
2. Diversification of liquor consumption.
(2) The purchase factors are distinct. According to the survey data, the factors that consumers pay attention to are price, brand, quality, packaging, advertising and alcohol content in turn. From this, it can be concluded that it is very important for manufacturers to set reasonable prices, and it is also important to create quality, package skillfully and advertise well.
(3) The customer loyalty survey shows that 32.95% of the total samples are consumers who change brands frequently, and 43.75% are consumers who change brands occasionally. Among the total samples, 32.39% like the new brand wine, 52.27% don't care, and 3.4% definitely don't like it. It can be seen that once a brand is formed in the minds of consumers, it is difficult to change it. Therefore, manufacturers should strive to establish corporate image and strive for success, which is very important for the development of enterprises.
(4) Motivation analysis. Mainly lies in the consumer's own choice, followed by advertising, then the introduction of relatives and friends, and finally the recommendation of sales staff. It is not difficult to find that how to attract consumers' attention is the key to the enterprise. How to advertise well and how to establish the reputation of consumers will directly affect the scale of liquor market. For merchants, the quality of sales staff should also be paid attention to, because it has a certain impact on the sales of alcoholic products.
(2) Consumption of food and beverage products
This survey is mainly aimed at some food consumption places and foods that consumers prefer. The survey shows that consumption has the following important characteristics:
The hotel that consumers think is not the choice, and the hotel that they go to most often is not a newly opened hotel. Most of the hotels that consumers go to most often are mid-range, which is in line with the consumption level of residents in this city. Now, we will compare several major hotels as follows:
2. Most consumers choose to live around their own work or residence, which has certain regionality. Although the choice of hotels is very arbitrary, it is not absolutely so. For example, Great Wall Hotel and Huaiyang Hotel also have some long-distance customers.
3. Consumers pursue fashion consumption, such as catching lobster, sweet and sour pork ribs, sweet and sour tenderloin, kung pao chicken, etc., especially hand-caught lobster, accounting for about 26. 14% of the total sample, occupying the catering market with absolute advantage.
4. In recent years, seafood and chafing dish have become two bright spots in the citizen food market, with huge market potential and good consumption status. The survey shows that 60.8% of the samples like seafood, and about 5 1. 14% like hot pot. In the investigation of seasons, about 8 1.83% like to eat hot pot in summer and 36.93% like to eat hot pot in winter. Hot pot not only has a large market in winter, but also has great market potential in summer. At present, hot pot restaurants and seafood shops in this city are all over the streets, forming a major landscape and feature of residents' consumption.
Three. conclusion
1. The consumption level of residents in this city is not too high, which belongs to the medium consumption level. The average income is about 1000 yuan, and a considerable number of residents have not yet reached a well-off level.
2. The consumption of residents is mainly alcoholic products, mostly white wine, and the consumption of red wine is relatively small. The brands of alcoholic products used for personal consumption, whether white wine or red wine, are mainly home wines.
3. Consumers pay more attention to the price, quality, packaging and publicity of wine when buying wine, and quite a few consumers hold an indifferent attitude. Have a high awareness of new brands of wine.
4. The consumption of hotels is mainly concentrated in the middle level. The consumption potential of hot pot and seafood is great, and there is already a considerable consumption market.
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