First, choose the time to market for new product promotion. If it can be listed before the peak season and promoted by seasons and personnel, the promotion of new products will be successfully launched soon.
Second, choose key areas, concentrate manpower and material resources on sweeping the streets and distributing goods, and focus on breaking through the detonation of the market, that is, you can catch your opponent off guard and quickly occupy the market before the opponent has introduced countermeasures. It can also enhance the sales confidence of dealers through high-density market coverage. Moreover, the high distribution rate of products can shape the sales atmosphere and drive the surrounding markets. The high distribution rate of products at the terminal is also the best terminal advertisement.
Third, through the Polish-style sustained promotion strategy, adjust the promotion efforts in stages. In the first stage, increase the promotion efforts and detonate the market. In the second stage, reduce the promotion efforts and return to normal channel competition. In the third stage, we will increase the promotion efforts again, stimulate channels and terminals, consolidate and increase sales, and finally promote the success of new products. I want to investigate and make it easier and more convenient! Enthusiastic netizens
Market research includes a series of steps to collect and analyze market data. The decision made in one step may affect other subsequent steps, and any modification made in one step often means that other steps may also need to be modified. The steps of market research are generally carried out according to the following procedures: ① determining the problems and assumptions; (2) Determine the required information; (3) Determine the way to collect data; ④ Sampling design; ⑤ data collection; ⑥ data analysis; ⑦ Investigation report.
1. Identify problems and assumptions
Because the main purpose of market research is to collect and analyze information, so as to help enterprises make better decisions and reduce decision-making mistakes, the first step of the survey requires decision makers and investigators to carefully determine and agree on the research objectives. As the saying goes, "A proper definition of a problem is half the solution". There are many things to examine on any issue. If the problem is not clearly defined, the cost of collecting information may exceed the value of the results of the investigation. For example, a company finds that its sales volume has declined for six months in a row, and managers want to know what the real reason is? Is it a recession? Reduced advertising spending? Consumers prefer change? Or is the agent's sales promotion invalid? Market researchers should first analyze relevant information, then find out research problems, make further assumptions and put forward research objectives. If the investigators think that the above problems are changes in consumer preferences, they will further analyze and put forward some assumptions. For example: ① consumers think that the company's product design is outdated; ② The advertising design of competitive product brands is better. ... enthusiastic netizens
Market research includes a series of steps to collect and analyze market data. The decision made in one step may affect other subsequent steps, and any modification made in one step often means that other steps may also need to be modified. The steps of market research are generally carried out according to the following procedures: ① determining the problems and assumptions; (2) Determine the required information; (3) Determine the way to collect data; ④ Sampling design; ⑤ data collection; ⑥ data analysis; ⑦ Investigation report.
1. Identify problems and assumptions
Because the main purpose of market research is to collect and analyze information, so as to help enterprises make better decisions and reduce decision-making mistakes, the first step of the survey requires decision makers and investigators to carefully determine and agree on the research objectives. As the saying goes, "A proper definition of a problem is half the solution". There are many things to examine on any issue. If the problem is not clearly defined, the cost of collecting information may exceed the value of the results of the investigation. For example, a company finds that its sales volume has declined for six months in a row, and managers want to know what the real reason is? Is it a recession? Reduced advertising spending? Consumers prefer change? Or is the agent's sales promotion invalid? Market researchers should first analyze relevant information, then find out research problems, make further assumptions and put forward research objectives. If the investigators think that the above problems are changes in consumer preferences, they will further analyze and put forward some assumptions. For example: ① consumers think that the company's product design is outdated; ② The advertising design of competitive product brands is better.
The main reason for putting forward the hypothesis and giving the research goal is to limit the scope of the investigation, and to test whether the hypothesis is established and write the investigation report from the data obtained from the subsequent investigation.
2. Determine the required information
After determining the questions and assumptions, the next step should be to decide what information to collect, which should naturally be related to the objectives of the investigation. For example: ① What is the attitude of consumers towards our products and brands? (2) What do consumers think of the price of our brand products? (3) What is the evaluation of TV advertisements of our company's brand and advertisements of competitive brands in consumers' minds? ④ Do different social classes have different attitudes towards our brand and competitive brands?
3. Determine the way to collect information
The third step requires the formulation of the most effective way to collect the required information, and it needs to be determined: data source, survey method, survey tool, sampling scheme and contact information.
If there is no suitable ready-made information (second-hand information), the collection of original information (first-hand information) becomes a necessary step. The way data is collected is related to the nature of the data needed. It includes experimental method, observation method and inquiry method. As mentioned in the previous example, the information needed is about the attitude of consumers, so market researchers can use inquiry to collect information. Personal interviews are more suitable for the investigation of consumers and facilitate in-depth communication between them.
4. Sampling design
In the stage of investigation and design, it is necessary to decide who the sampling object is, which puts forward the problem of sampling design. First, whether it is probabilistic sampling or non-probabilistic sampling depends on the accuracy required by the survey. Probability sampling has high estimation accuracy and can estimate sampling error. In terms of statistical efficiency, probability sampling is naturally better. However, from an economic point of view, non-probabilistic sampling design is simple and can save time and cost. Second, a problem that needs to be decided is the number of samples, which needs to take into account the issues of statistics and economic efficiency.
5. Data collection
Data collection must be completed by investigators, and the quality of investigators will affect the correctness of the survey results. Investigators are very suitable for college students majoring in marketing, psychology or sociology, because they have been trained in survey techniques and theories, which can reduce survey errors.
6. Data analysis
After data collection, all answers should be checked, and incomplete answers should be considered, or respondents should be asked again to fill the data gap.
In data analysis, the analysis results should be compiled into statistical tables or charts to facilitate readers to understand the analysis results, and the relationship between the analysis results and the assumptions determined in the first step can be seen from the statistical data. At the same time, the results should be expressed in the form of percentage and average of various data, so that readers can form a clear contrast with the analysis results. However, whether the difference between the percentage and the average value of various data is really statistically significant should be determined by using appropriate statistical test methods. For example, on the surface, there is a difference in the monthly consumption expenditure of some household items between two income families, but whether there is a real difference can be analyzed by the average test method. Data can also be analyzed by some statistical methods, such as correlation analysis and regression analysis.
7. Investigation report
The last step of market research is to write a written report. Generally speaking, written investigation reports can be divided into two categories: ① special reports; (2) popularity report.
The readers of the special report are interested in the whole survey design, analysis methods, research results and various statistical tables, and they already know the technology of market research. Readers of popular reports are mainly interested in listening to the suggestions of market research experts. For example, senior decision makers in some enterprises. (2) Market demand survey
Market demand survey mainly includes consumer demand survey, consumer income survey, consumer structure survey and consumer behavior survey, including why consumers buy, what to buy, quantity, frequency, time, manner, habits, preferences and post-purchase evaluation.
(3) Market supply survey
Market supply survey mainly includes product production capacity survey and product entity survey. Specifically, the quantity, quality, function, model and brand of products that can be provided in a product market, as well as the situation of production and supply enterprises, etc.
(4) Investigation of marketing factors
The investigation of marketing factors mainly includes the investigation of products, prices, channels and promotions. Product survey mainly includes understanding new product development, design, consumer use, consumer evaluation, product life cycle stage, product mix and so on. The price survey of products mainly includes understanding consumers' acceptance of prices and their response to price strategies. Channel survey mainly includes understanding the structure of channels, the situation of middlemen and consumers' satisfaction with middlemen. The investigation of promotional activities mainly includes the effects of various promotional activities, such as the effect of advertising implementation, the effect of personnel promotion, the effect of business promotion, and the market reaction of external publicity.
(5) Market competition survey
Market competition investigation mainly includes the investigation and analysis of competitive enterprises, understanding the products and prices of similar enterprises, and what competitive means and strategies have been adopted, so as to help enterprises determine their competitive strategies through investigation.
2, the method of market research
The methods of market survey mainly include observation, experiment, interview and questionnaire survey.
(1) observation method
It is the most basic method of social investigation and market research. It is based on the object of investigation and research, and is investigated and collected by investigators in a direct way with eyes, ears and other senses. For example, market researchers go to the interviewee's sales place to observe the brand and packaging of goods.
(2) experimental methods
Investigators follow up the requirements of the investigation, control the investigated objects under specific environmental conditions through experiments, and observe them to obtain corresponding information. The control object can be price, quality, packaging, etc. Under controllable conditions, observe market phenomena and reveal market rules that are not easy to occur under natural conditions. This method is mainly used in marketing experiments and consumer use experiments. 2. Contents of market survey: market survey, market demand survey, product sales survey and competitor's advertising effect survey 1 survey refers to the role of market environment and the sum of all external forces in production and operation, including: political and legal environment survey, economic environment survey, social and cultural environment survey, scientific and technological research survey and geographical climate environment survey.
2。 Market demand survey refers to the combined use of major goods and services with a certain ability to pay, as well as the supply and final consumption under market economy conditions, including market survey, community demand structure survey, population survey and consumer purchase behavior motivation survey.
3。 Competitors examine the number and operational strength of competitors, and the market share of competitors and competitors with competitive strategies means the technological development of competitors' products.
4。 Product entity survey, product packaging survey, product and service brand survey, market share price survey
5。 Sales survey (1) investigates sales channels, sales channels: the distribution channels of goods from producers to consumers, and sales channels through these surveys or channels: the channels for selling goods (2) market survey A survey period refers to the results of surveys conducted by various publicity enterprises. Including personnel promotion, promotion and public relations.
6。 Advertising effect survey, advertising media survey the relationship between memory advertising and sales performance. Classification of market research
1, define your audience delivery rate. According to the purpose of market research
(1) Overview of exploratory survey-usually the most unstructured and informal survey, usually conducted at the beginning of the project. Objective-To study the nature and general background information of the problem-to obtain information, define terms and concepts to clarify the problem, and determine the method of giving priority to the research hypothesis-secondary data analysis: to collect information through various channels and experience the background information obtained by investigating second-hand information; to obtain useful information from experienced personnel. Case study: retrospective analysis of available data of similar problems (group) interview: seminar, brainstorming projection technology;
(2) Descriptive survey overview-Descriptive survey can be realized as a survey aimed at understanding the status quo. Usually through who, what, where, when and how to carry out it. Classification-Cross-sectional study and longitudinal study mean that there is only one time point, and the whole longitudinal study is measured in this study, which is completed by repeated measurement of the same sample.
(3) Investigate and understand the causal relationship between market phenomena. The main purpose is to solve the "why". The purpose is to find out the causal relationship between two or more variables, determine the change and direction of independent variables and dependent variables, and define and establish functions.
(4) Predictive survey, forecasting future market trends and surveys, and studying future key market conditions. An important step is to predict and establish on the basis of descriptive investigation and causality investigation.
2。 According to the survey, coverage
(1) Overview of comprehensive survey-The total amount of all kinds of information investigated by each unit in the survey, aiming at comprehensive and systematic overall information. Comprehensive investigation is limited to limited use. Generally speaking, when the scale of the survey is too large, a comprehensive survey needs to consume a large number of research objects.
(2) Non-comprehensive survey, sampling survey is conducted as a part of the survey, and the general principle of selecting survey units is based on representative sampling methods. Common market surveys and more incomplete surveys. The function is easy to realize and the price is low.
3。 According to the survey, there is still no
(1) Conduct regular survey samples in selected markets, organize surveys continuously for a long time, and collect the continuity of information time series. Regularly investigate the sales outlets where products are sold.
(2) Regular surveys, regular surveys, regular surveys of top markets with survey contents, and the time interval of each survey is roughly equal. Through regular investigation, we can grasp the specific situation and different environment of investigation development and change. Common regular surveys include monthly surveys, quarterly surveys and annual surveys.
(3) Only a one-time investigation for a specific purpose can make the project investigation known.
4。 By region, according to the previous survey, national market survey, international market survey, rural market survey, four city market surveys and market survey data collection.
1。 Comprehensive data collection principles, timeliness and planning
2。 The data types written after secondary data acquisition include internal data and external data. In terms of secondary data, mainly from the statistical point of view, the advantages of commercial information, financial information and other data: quick access to external data, spending a little honor, the obtained data can effectively supplement and enrich the original data. Disadvantages: for researchers, the indicators may be inconsistent and the timeliness may be lost.
3。 The original data obtained directly from the collected market environment has incomplete information. Data collected by marketers about current research projects. Source: Consumers, Retailers, Wholesalers, Enterprises V. The function and significance of market research-market research is the basis of market prediction-market research is the premise of correct business decision-market research is an important way of market mechanism-market research is government supervision. Procedures and steps of intransitive verbs market research, with the work in the early stage of research-formal research with problems-the implementation plan is formulated, and the basic basis for preparing necessary research and implementation is the form of sampling survey, aiming at collecting research data. Investigation result processing stage-analyzing investigation data, submitting investigation report and research results, determining the definition, research objective, research design scheme, information type and acquisition channel to be tracked, and determining the sample size and sampling scheme by determining the design method of data collection questionnaire. Data collection and analysis, data collation and writing research reports are the main research contents of market research, and corresponding market research technologies are developed around the processes of product development, packaging, naming and listing. In addition, consumer satisfaction evaluation of products after use is also important information that manufacturers need to pay attention to.
Dasong Consulting's product testing survey is mainly used in fast-moving consumer goods, such as food, beverage, tobacco, wine and other industries. Through the pre-consumer testing of new products, it provides market reference for product promotion and sales. We use inquiry, tasting, experience and other ways to test the product indicators, understand the consumer's awareness and acceptance, and make timely product corrections in response to market reactions.
In the early stage of product listing, it is necessary to understand the market adaptability of various indicators of the product and predict the market prospect, including:
Concept test: test the consumer's acceptance of the preliminary product concept.
Product testing: testing consumers' acceptance of primary products.
Packaging test: test the consumer's acceptance of product packaging.
Name test: test the acceptance of the new name by the target audience.