What is the main content of the market research report?

Investigation and research is the basic skill of a secretary, and it is the key link for a secretary to assist leaders in decision-making and be a good staff assistant. In particular, enterprise secretaries should learn to conduct market research and write high-quality market research reports in order to give full play to their role. The original meaning of the market is: the place where goods are traded. This explanation is too narrow, in fact, the market often refers to the field of commodity exchange and circulation. Such as "metal market" and "chemical market"; Sometimes it also refers to people who have demand and purchasing power for a certain product, such as "XXX products have a market" The market is essentially the sum of supply and demand of commodities. The commonly used words "buyer's market" and "seller's market" obviously contain this meaning. It can be seen that the object of market research is extremely extensive and complex, not limited to a certain field or street, but involves the whole process of production, circulation, exchange and consumption. How to deal with the materials and arrange the structure has become an arduous and key step to write a good market research report. There are many kinds of market survey reports, but the common one is the report that mainly reflects the supply and demand of a product in a market. The content structure of this report is generally arranged as follows: First, the title of the market research report may or may not indicate the views. It points out that "Guangzhou's middle and high-grade tea sells well" and "the supply and demand of washing machine market tend to be balanced, and the structure needs to be adjusted in competition". Write only the scope of investigation, or point out the objects of investigation, such as "canned aquatic products market in Japan" and "investigation report on electric fan market north of the Yangtze River". Introduction A long market research report needs an introduction. Introduction can be long or short, generally nothing more than the following three contents, or both, or write a single item. (1) Briefly introduce the products under investigation, which are divided into two categories: 1, and introduce the performance and use. For example, a market survey report on synthetic fibers introduces the varieties of synthetic fibers such as polyester, nylon, acrylic fiber and vinylon at the beginning, and introduces their physical and chemical properties and applications in textile, decoration, construction and other industries. 2. Introduce the rise and development of this product industry (in China). If we investigate the dishwasher market, we can first talk about the development history and world status of China dishwasher manufacturing industry. (2) Briefly describe the economic situation of the country or region under investigation. For example, in an article investigating the handicraft market in South Africa, the following sentence was written first: "South Africa is a developing and developed country with strong economic strength and high consumption level, and the demand for foreign goods is increasing year by year ..." (3) Explain the purpose, method and organization of the investigation. For example, "... in order to solve this problem, China Statistical Information Consulting Service Center took the lead in organizing relevant experts to conduct the first large-scale sampling survey, and conducted in-depth analysis and research by applying theories and technologies such as industrial engineering, systems engineering and marketing". Three. Text (1) Production situation This is the situation of "supply" in the market. Mainly refers to the quantity and quality of products provided by manufacturers to the society. 1, quantity. The data that can best explain the production situation is the annual output of the current year (last year); After writing this data prominently, in order to express the relative significance of this data, it is necessary to list the annual output in recent years as much as possible and find out its annual growth rate; Next, write some relevant data that can reflect the annual output, such as the number of manufacturers or the increase or decrease of production capacity. If it is agricultural products, it is also meaningful to list figures such as planting area. For example, in an article about the pepper market, the author not only talked about the decline rate of total output in that year, but also listed the figures of planting area, purchase amount and transfer amount of producing areas in that year. In addition, when necessary, horizontal comparison can be made to illustrate the annual output, or to write the share of the investigated products in similar products, such as the share of corn in grain, or to write the proportion of the investigated products in a related product, such as the proportion of chemical fiber fabrics to cotton fabrics. In addition to the total output, market research reports generally have to write some data that reflect the "face", that is, some sub-items of output. There are many criteria for dividing output, depending on specific products and the purpose of investigation. They can be divided according to product varieties. For example, TV sets can be divided into color and black-and-white outputs, and the total output of refrigerators can be divided into three parts: single-door, double-door and three-door outputs. It can also be divided by origin, such as cotton, and the cotton output of some key cotton-producing provinces such as Xinjiang, Shandong and Hubei can be listed separately; In some market surveys conducted by enterprises, the annual output and even monthly output of some key manufacturers in the same industry should be listed in detail in the report in order to seize the initiative in the fierce market competition; If the source of a product in a certain (China) market is not only domestic production, but also foreign imports, it is very important to attach several import data after the total output. Only in this way can we fully reflect the "supply" of the market. For example, in the article about the canned aquatic products market in Japan mentioned above, the author described the import of canned aquatic products in detail after writing about the production situation in Japan. Imports in previous years, growth rate in recent years, main suppliers and their superior categories. This introduction is very helpful for China's aquatic products department to organize the export of goods and win over competitors. 2. Compared with the quantity of products, it is more difficult to examine the quality of products because there are few ready-made data that can reflect the quality. However, for some market research reports on enterprise products, it is essential to describe product quality. Therefore, investigators need to obtain some information by consulting users and sampling inspection, such as the qualified rate of unpacking and the satisfaction rate of users. You can also call special instruments for identification or organize experts for examination and approval, so as to understand the hierarchical distribution and quality standards of a product. Quality can be classified, such as internal function quality, external decoration quality, installation and transportation quality, technical service quality and so on. In addition, the innovation of materials, the improvement of technology, the renovation of styles, the expansion of functions, the optimization of formulas and the introduction of new equipment can all be regarded as various manifestations of high quality, because they are important ways to improve quality. These contents should also be written in the market research report (2) Consumption describes the situation of "demand" as opposed to "supply". Including 1 and consumption. The annual consumption of products is not equal to the annual output. Sometimes supply exceeds demand, and sometimes supply exceeds demand. Of course, there are also situations where supply and demand are roughly balanced. When writing consumption, you should first give the annual consumption of the current year (last year), and then give the growth rate in recent years, so as to calculate the consumption of the next year (current). For some products, it is also necessary to give relevant transformation data, such as the annual purchase per capita and the ownership of 100 households. The variety distribution of consumption and the share of manufacturers can be written or abbreviated because they basically correspond to the variety distribution of production (the share of each factory). But to write the regional distribution of consumption, such as TV sets, urban sales should be written separately; Also write the distribution ratio of consumers with different identities, ages and occupations. For example, by investigating indigenous sports shoes, we can estimate the proportion of young, middle-aged and elderly people wearing sports shoes through sampling. If the transferred product is a certain means of production or energy product, the use of different industries or departments should be verified. In addition, if the products are exported abroad, the export volume should be listed separately. 2. usage. Although many products have the same function, their specific usage is not the same. For example, canned aquatic products can be divided into food industry and general household use, while household use is different from Japanese cuisine, cooking materials and gifts. This difference often varies from person to person and from place to place. For example, according to the survey, people in South Asia, Hong Kong and Macao use it to store water and drink tea, while people in the Middle East use it to refrigerate drinks because of the hot climate. It is of great significance for enterprises to reflect the specific situation of product use in market research reports for maintaining the marketability of products and developing new products. (3) Market situation This refers to some situations in the sales process. 1 price. Price is intrinsically related to supply and demand. Under the same quality, it determines the sales volume and profit of the product. For buyers, price is one of the signs to judge whether a product is attractive, and for sellers, it is an important means to compete for the market. Enterprises should always pay attention to market prices. Investigating market prices is the basis for making correct price decisions. Price survey can be divided into vertical and horizontal. A vertical description of the price situation that changes with time; Explain the price differences in different regions or markets horizontally. The market research report should accurately list these two sets of data, and if necessary, describe the overall price prospect in the market comprehensively and generally. 2. Marketing methods. This mainly includes three aspects: first, sales channels, whether enterprises adopt direct sales or indirect sales, network distribution, batch size and so on; The second is the promotion method, what kind of incentive measures have been taken, how to advertise, how to carry out public relations activities, what kind of reward and punishment regulations have been formulated for sales personnel, and so on; The third is the quality of service, such as whether the sales staff are warm and thoughtful, how to implement the guarantee, replacement and return, whether the professional ethics are adhered to and whether the business reputation is excellent. All of the above, although not in the category of products, exist in the circulation and exchange of products, which directly affects the relationship between supply and demand of products. If enterprises want their products to sell well in the market, they have to reflect these problems in the market research report. Four. Suggestions and forecasts The market research report mainly describes the three aspects listed above, and the article can end here. However, because investigation is the basis of suggestions and forecasts, market research reports often naturally attach investigators' views and opinions on future market products at the end of the article. This is a reasonable extension of the investigation, and there is no need to cover everything. Just focus on a few points. For example, in the article "Handicraft Market in South Africa", at the end of the article, several problems that should be paid attention to when China handicrafts enter the South African market are written: "1, the quality of goods, South Africans pay great attention to the quality of goods; 2, packaging, ceramics and other commodities require color printing retail packaging; 3, batch, requiring small orders and timely delivery. " The general content and structure of the market research report are as above, and two points should be paid attention to when writing: First, there should be a written description and explanation of the listed data. Description of "downward (upward) trend", "entering a trough", "rising to a peak", "low-speed growth", "continuously out of control" and "reaching a new level". The explanation is mainly the background and reasons. For example, "Since 1995, the domestic production of canned aquatic products in Japan has been declining at an annual decline rate of 10%, reaching ×× tons in 1998. There are two main reasons for the decline. First, Japan's economy has declined, and the competitiveness of Japanese products in the international market has plummeted; Second, the product base has shifted overseas, replacing some domestic production. " Secondly, because the concept of market is very broad, the scope of investigation can be large or small, the time can be long or short, and there are both comprehensive and local differences, as well as comprehensive and special differences, so the reports written according to the investigation are very different. It can grow to tens of thousands of words, like a work inspection report; It can be as short as 1000 words, like a briefing. In actual writing, we can follow the general pattern introduced in this paper, or add or delete some contents and change the style according to the specific investigation purpose and the materials at hand. There is no need to stick to a fixed writing method and tie your hands and feet.