Question 2: What do you mean by the research status in the paper? You can find a master's thesis, in which the current research status at home and abroad is
Question 3: What does the market analysis include?
Marketing environment analysis
1 Macro restrictive factors of enterprise marketing environment
Overall economic situation
B. Overall consumption situation
C. Industrial development policy
Market politics and legal background
Whether favorable or unfavorable legal and political factors will affect the product market.
2 Micro-constraints in the marketing environment
The relationship between suppliers of enterprises and enterprises
3 market overview
Current market sales
The maximum sales volume that the market can accommodate.
Future market scale trend
What is the brand that competes with this brand?
Is the market seasonal?
4 marketing environment analysis summary
Opportunities and threats
merits and demerits
the key to the question
Second, consumer analysis.
1 Overall consumption trend of consumers
2 Analysis of existing consumers
Total number of existing consumers
Age of existing consumers
Existing consumer occupation
Existing consumer income
3 Now the consumer's consumption behavior
purchase motivation
Time purchase
purchase frequency
Purchase quantity
4 existing consumer attitudes
How much you like the product.
Preference for this brand
Awareness of the brand
Question 4: What aspects should be included in analyzing the marketing situation of an enterprise? Look at the product Look at the team, look at the finances.
Market profile includes consumer groups, competitors, substitute products, etc.
Question 5: How to write about the operation of the enterprise? (Including what aspects) When the company was established, what business it engaged in, how much registered capital, how much current sales revenue, how much profit, how much tax paid, and who are its main business partners. Analyze the operation of the enterprise:
First, we should provide internal and external information for analysis. The most important internal information is the financial accounting report of the enterprise, which is a written document reflecting the financial status and operating results of the enterprise, including the main accounting statements (balance sheet, income statement, cash flow statement), schedules, notes to accounting statements, etc. External information is information obtained from outside the enterprise, including industry data and data of other competitors.
Second, according to the financial report: according to the purpose of analysis, it is divided into: financial benefit analysis, asset operation analysis, solvency analysis and development ability analysis; According to different analysis objects, it can be divided into balance sheet analysis, income statement analysis and cash flow statement analysis.
(A) content analysis according to the purpose of analysis
1, wealth management income. That is, the profitability of enterprise assets. Asset profitability is an important issue that users of accounting information care about. The analysis of asset profitability provides decision-making basis for investors, creditors and enterprise managers. The analysis indicators mainly include: return on net assets, capital preservation and appreciation rate, profit rate of main business, multiple of surplus cash guarantee, profit rate of cost and expense, etc.
2. Operating conditions of assets. Refers to the turnover rate of enterprise assets, reflecting the utilization efficiency of economic resources occupied by enterprises. The main indicators are: total assets turnover rate, current assets turnover rate, inventory turnover rate, accounts receivable turnover rate, non-performing assets rate and so on.
3. solvency. The ability of an enterprise to repay short-term debt and long-term debt is an important embodiment of its economic strength and financial situation, and it is also an important measure to measure whether an enterprise operates steadily and the financial risk. The main indicators of analysis are: asset-liability ratio, interest earning multiple, cash flow debt ratio, quick ratio and so on.
4. Develop capabilities. The development ability is related to the sustainable survival of enterprises, as well as the future income of investors and the risk of creditors' long-term claims. The indicators for analyzing the development ability of enterprises are: sales growth rate, capital accumulation rate, three-year average capital growth rate, three-year average sales growth rate, technology investment ratio and so on.
(2) According to the different analysis objects.
1, balance sheet analysis. Mainly from the asset project, debt structure, owner's equity structure and other aspects of analysis. The main analysis items of assets include: cash ratio, accounts receivable ratio, inventory ratio, intangible assets ratio, etc. Debt structure analysis includes: short-term solvency analysis, long-term solvency analysis and so on. The owner's equity structure is an analysis: the proportion of each kind of equity to the total owner's equity indicates the preservation and appreciation of the capital invested by investors and the composition of owner's equity.
2. Analysis of income statement. Mainly from the profitability, operating performance and other aspects of analysis. Main analysis indicators: return on net assets, return on total assets, profit rate of main business, profit rate of cost and expense, sales growth rate, etc.
3. Analysis of cash flow statement. Mainly from the cash payment ability, capital expenditure and investment ratio, cash flow income ratio and other aspects of analysis. The analysis indicators mainly include: cash ratio, current debt cash ratio, debt cash ratio, dividend cash ratio, capital purchase ratio, sales cash ratio, etc.
Question 6: Analyze the marketing situation of a product, including its demand.
Is analysis.
But more important is the analysis of profitability.
Question 7: What are the main contents of industry analysis in industry analysis methods?
(A) Analysis of the basic situation of the industry
Industry overview, industry development history review, industry development status and pattern analysis, industry development trend analysis, industry market capacity, sales growth status and trend forecast, industry gross profit margin, return on net assets status and development trend forecast, etc.
(B) Analysis of the overall characteristics of the industry
1. The market type analysis of perfect competition in the industry (1); (2) Monopoly competition; (3) oligopoly; (4) complete monopoly.
2. Business cycle analysis of the industry
(1) The movement state of growth industry has nothing to do with the cycle and amplitude of the overall level of economic activity. These industries mainly rely on technological progress, introduction of new products and better services to achieve growth. (2) The movement state of cyclical industries is directly related to the economic cycle. (3) Defensive industries The demand for products in defensive industries is relatively stable and is not affected by the economic cycle.
(C) Analysis of industrial structure
1. SCP theory of industrial organization analysis founded by Harvard University. This theory provides a systematic analysis framework of market structure, market behavior and market performance. This theory has practical guiding significance for studying the internal market structure of the industry, the market behavior of the main body and the market performance of the whole industry. It is a classic theory in industrial economics to analyze industrial organization. In the SCP framework, the role of market structure is highlighted, and it is considered that market structure is the key factor to determine market behavior and market performance, market structure determines the behavior of enterprises in the market, and enterprise market behavior determines economic performance. Therefore, the way to improve market performance is to adjust the market structure through industrial policies. The purpose of market analysis is to identify the changes in various market segments of the industry, so as to reveal the opportunities and threats contained in the changes. The analysis mainly includes: the production capacity and structure changes of various products, the production capacity and structure changes of various regions, and the production capacity and structure changes of various consumer groups. 2. Five-force model analysis According to the famous American strategic management scholar Michael? According to Michael E. Porter, there are five basic competitive forces in an industry, namely, potential entrants, substitutes, buyers, suppliers and existing competitors in the industry.
(1) barriers to entry Structural barriers-economies of scale-product differentiation-capital requirements-switching costs-distribution channels-advantages unrelated to economies of scale-* * * policy and behavior barriers-possible retaliation barriers to entering the other side's field-highly specialized fixed assets-high exit costs-close coordination-emotional barriers-* * and social restrictions. (2) Reasons for competition among existing enterprises in the same industry: there are many or even competitors in the industry, high fixed cost or inventory cost, and lack of product differentiation. The user switching cost is low, the production capacity is greatly improved, the industry growth is slow, and the exit barrier is high. The reasons for the change of the competition pattern are: the life cycle of the industry has changed-the technological innovation of the enterprise has changed-the management mode has changed-and the enterprise strategy has changed. (3) Substitutes Threatened substitutes refer to products with the same or similar functions as products in this industry. Include direct substitution and indirect substitution. In the high-tech field, substitution is often the main competition faced by enterprises. The main pressure factors from substitutes: (1) the profitability of substitutes; (2) the business strategy of substitute manufacturers; (3) Buyer's switching cost: refers to the price paid by the customer when switching from using the original product to using the substitute product. The higher the conversion cost, the slower the substitution process. (4) The bargaining power of the buyer comes from the pressure of the buyer, which depends on the following factors: the concentration of the buyer, the proportion of products in the buyer's cost, the standardization of products in the industry, the profitability of the buyer and the possibility of backward integration of the buyer ...... >>
Question 8: What is the current situation of the company? See what company you are and what size you are.
Including the company's development strategy, development concept and the composition of the company's products, as well as the company's organizational structure, personnel distribution and the company's development prospects.
Question 9: In order to understand the development status and prospect of an industry, what aspects can we learn and what ways are there? I think the simplest thing is that you first find out the biggest enterprise in the industry, then study their strategic direction and predict the new industrial chain effect it may bring, so this should be the direction of the industry! As for some simple things, such as eating and opening a shop, I think it's still a matter of location!