1. Production situation
According to the survey, there are only a few domestic manufacturers with electric heaters as their main products, about 30. In 2002, the total output of electric heaters in these enterprises was about 24,065,438+900,000 units. Among them, the annual output of more than 654.38 million units is mainly Guangdong Midea Power Plant and Ningbo Tiangong Industrial Company ... eight enterprises. The total output of electric heaters in these eight enterprises is about 2,095,300 units, accounting for 87.24% of the total output of electric heaters in China. See table 1 (omitted) for specific figures.
The above situation shows that although the electric heater industry is in the initial stage, the production concentration is very high. In particular, Guangdong Midea Power Plant, which ranks first in output, has an obvious monopoly position in this industry, with output exceeding a quarter of the total domestic output.
2. Sales situation
According to the survey of 27 shopping malls in Beijing, Dalian, Shenyang, Jinan, Hangzhou and Wuhan, the total sales volume in 2002 was about 765,438+0,000 units. Among them, there are five shopping malls selling more than 5,000 units, namely Dalian Shopping Mall and Dalian Department Store, with an annual sales volume of about 44,447 units, accounting for 62.2% of the total sales of 27 shopping malls. See Table 2 (omitted) for specific figures.
The above situation shows that: similar to the high concentration of electric heater production, the sales concentration of electric heater is also high. On the one hand, this phenomenon reflects that the electric heater market is in the development stage, most shopping malls operate electric heaters as trial products, and few operate electric heaters as main products; On the other hand, although the number of shopping malls that successfully distribute electric heaters is small, the fact of these successful people at least shows that the electric heaters have great market potential and good development prospects.
3. Competition of various brands (omitted)
4. Market analysis and prospect (omitted)
Product, building area, heating area analysis, product production and sales analysis (omitted)
5. Some suggestions (omitted)
Before enterprise planning,
The first step is to understand, analyze and study the target market. Market research report, or market research report and market proposal, is an important element of advertising copy writing. People who read market research reports are generally busy business managers or heads of relevant institutions. Therefore, when writing a market research report, we should strive to be clear, concise, easy to read and understand.
1. The format of market research report generally consists of title, table of contents, overview, text, conclusions and suggestions, annexes, etc.
(1) title
The title, report date, entrusting party and investigating party should be printed on the title page.
With regard to the title, it is generally necessary to clearly and specifically express the surveyed unit and the survey content on the same page as the title, such as Harbin Household Appliance Market Survey Report. Some investigation reports also take the form of headlines and subheadings. Generally speaking, the headline expresses the theme of the survey, while the subtitle specifically indicates the units and problems of the survey. Such as: Survey Report on Jujube Readers in Consumers' Eyes.
(2) content
If the contents and pages of the investigation report are large, in order to facilitate readers' reading, the main chapters and appendices of the report should be listed in the form of a catalogue or index, and the title, relevant chapter numbers and page numbers should be indicated. Generally speaking, the length of a directory should not exceed one page. For example;
catalogue
1, survey design and organization implementation
2. A brief introduction to the composition of the respondents
3. Brief introduction of the main statistical results of the survey.
4. Comprehensive analysis
5, data summary table
6. Appendix
(3) Overview
The overview mainly expounds the basic situation of the subject, that is, according to the order of market research topics, it expounds the principles of selecting, evaluating, drawing conclusions and making suggestions on the original data of the survey. It mainly includes three aspects:
First, briefly explain the purpose of the survey. That is, briefly explain the origin of the investigation and the reasons for entrusting the investigation.
Two, a brief introduction to the survey object and content, including time, place, object, scope, main points and questions to be answered.
Thirdly, the methods of investigation and research are briefly introduced. Introducing the methods of investigation and research helps to convince people of the reliability of the investigation results, so we should briefly describe the methods used and explain the reasons for choosing the methods. For example, whether to use sampling survey or typical survey, whether to use field survey or copywriting survey, these are generally the methods used in the investigation process. In addition, the methods used in the analysis, such as exponential smoothing analysis, regression analysis and cluster analysis, should also be briefly described. If there is a lot of content, there should be a detailed technical report to explain and supplement it, and attach it to the annex of the last part of the market research report.
(4) Text
The text is the main part of the market survey and analysis report. This part must accurately explain all relevant arguments, including the conclusion from the problem to the conclusion, the whole process of argumentation, the method of analyzing and studying the problem, all the survey results and necessary market information for market decision makers to think independently, as well as the analysis and comments on these situations and contents.
(v) Conclusions and recommendations
Conclusions and suggestions are the main purpose of writing a comprehensive analysis report. This part includes a summary of the main contents put forward in the introduction and text, and puts forward some choices and suggestions on how to use proven measures and solve specific problems. Conclusions and suggestions should closely correspond to the text, and no conclusions without evidence or arguments without conclusive opinions should be put forward.
[6] Accessories
Attachment refers to the part of the investigation report that cannot be included or not mentioned in the text, but it must be accompanied by explanations related to the text. It is a supplement or a better explanation to the written report. Including data summary table, original materials, background materials and necessary technical reports, such as details of selected samples and copies of documents used in the investigation.
Second, the contents of the market survey report
The main contents of the market survey report are:
First, explain the purpose of the investigation and the problems to be solved.
Secondly, introduce the market background information.
Third, the method of analysis. Such as sample extraction, data collection, collation, analysis technology, etc.
Fourth, research data and its analysis.
Fifth, put forward arguments. That is, put forward your own views and opinions.
Sixth, demonstrate the basic reasons for putting forward opinions.
Seventh, put forward alternative suggestions, schemes and steps to solve the problem.
Eighth, predict possible risks and countermeasures.
I. Concept and characteristics
Investigation report is a document that systematically sorts out, analyzes and studies the materials collected in the investigation after in-depth and meticulous investigation of a certain work, an event and a certain problem, and reports the investigation to the organization and leaders in writing.
The survey report has the following characteristics:
(1) Realism. Based on a large number of realistic historical materials, the investigation report truly reflects an objective thing with narrative language. Fully understanding the facts and mastering authentic and reliable materials is the basis for writing a good investigation report.
(2) pertinence. The investigation report generally has a clear intention, and the relevant investigation and evidence collection are all aimed at and around a comprehensive or thematic issue. Therefore, the problems reflected in the investigation report are concentrated and profound.
(3) logic. The investigation report cannot be separated from conclusive facts, but it is not a mechanically piled material. Instead, it conducts rigorous logical argumentation on the verified data and facts, finds out the reasons for the development and change of things, predicts the development and change trend of things, prompts essential and regular things, and draws scientific conclusions.
Second, classification
The types of investigation reports mainly include the following:
(1) Investigation report. It is a survey report that systematically reflects the basic situation of the region and the unit. The square root of this survey report is to clarify the situation and use it for decision makers.
(two) the typical experience survey report. It is an investigation report that guides and promotes some work by analyzing typical cases and summing up new experience in work.
(3) Problem investigation report. It is an investigation report that aims at a certain problem, clarifies the truth, finds out the cause and nature of the problem, determines the harm caused, and puts forward the ways and suggestions to solve the problem, which provides a basis for the final treatment of the problem and also provides reference for other relevant parties.
Third, the writing method
An investigation report generally consists of a title and a text.
(1) title. There are two ways to write a title. One is the standard title format, that is, "post theme" plus "genre", and the basic formats are "investigation report on ××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××× The other is freestyle title, which includes the combination of declarative sentences, interrogative sentences and positive and negative questions. For example, a statement like "Investigation on the Employment of Master Graduates from Northeast Normal University" and a question like "Why do college graduates choose to work in coastal areas and Beijing-Tianjin areas", combined with positive and negative titles, state the main conclusions of the investigation report or put forward central questions. The negative title indicates the object, scope and problems of the investigation, which is actually similar to the standard format of "publishing topics" plus "languages", such as "The development of colleges and universities focuses on discipline construction-×××××".
(2) the text. The text is generally divided into three parts: preface, text and conclusion.
1. Introduction. There are several ways to write it: the first way is to state the reason or purpose, time and place, object or scope, process and method, and personnel composition of the investigation itself, and draw the central question or basic conclusion from it; The second is to state the historical background, development survey, actual situation, main achievements, outstanding problems and other basic situations of the respondents, and then put forward the central issues or main viewpoints; The third is to come straight to the point and directly summarize the survey results, such as affirming the practice, pointing out the problems, prompting the impact, and explaining the central content. The preface plays the role of making the finishing point, and it should be concise and to the point.
2. theme. This is the most important part of the investigation report, which introduces in detail the basic situation, practice and experience of the investigation and research, as well as various specific understandings, viewpoints and basic conclusions obtained from the analysis of the materials obtained from the investigation and research.
3. It's over. There are also many ways to write the ending, which can put forward methods and countermeasures to solve the problem or suggestions for improving the work in the next step; Or summarize the main points of the full text and further deepen the theme; Or ask questions to arouse people's further thinking; Or look to the future and send out encouragement and call.