I. Characteristics, functions and types of market analysis reports
(a) What is a market analysis report?
Market analysis report belongs to the stylistic category of investigation and research report. The market analysis report of commercial banks is a written report on the results of investigation and analysis after investigating and analyzing many aspects or one aspect of the market environment of commercial banks. The market analysis report consists of two coordinate verbs. "Market analysis" is to investigate, analyze and study the objective situation of the market environment of commercial banks, and find out the time, place, background, process and result of things. "Report" is to sort out the analysis conclusions obtained from market research, clarify its significance through analysis and synthesis, and report it to relevant departments and readers. This style is one of the main tools for account managers to know the market, understand the market, master the market and collect market information.
(B) the characteristics of market analysis report
1, with clear purpose and strong pertinence.
The purpose of writing a market analysis report is to analyze the changes in the market environment of commercial banks, grasp market opportunities, and thus guide and promote market development. Proceed from reality, study and analyze the economic and financial reform and development in a targeted way, and answer all kinds of problems that need to be studied and solved in the market development work in time, which requires the clear purpose of market analysis. The clearer the purpose and the stronger the pertinence, the more timely and instructive it will be to solve the problem. On the contrary, without pertinence, the market analysis report will not be settled and there will be no vitality.
2, true and reliable, with documentary.
Documentary is one of the main characteristics of market analysis report. In the market analysis report, the description of the background, the description of the occurrence, development and results of the event, and the typical application must rely on the results of investigation and research, and must emphasize truthfulness and accuracy, reflect objective reality and speak with facts. The materials used must be true and accurate, scientifically processed and carefully verified, without any falsehood or distortion, and without adding specious and hearsay ingredients. In a word, facts are the basis of market analysis report.
3. Revealing the law is crucial.
All kinds of facts and phenomena obtained through market research must be briefly commented and analyzed in writing. The market analysis report can't be divorced from the basic facts and main phenomena, but it can't just be a narrative of facts and a pile of phenomena. Instead, we should systematically and comprehensively investigate, analyze and comment on the whole process of things' development, and reveal the essence and law of things' development. Therefore, the writing of market analysis report should not only reflect the objective situation truthfully, but also make an accurate evaluation of objective phenomena.
4. Pay attention to research and science.
Market analysis report is used to explain the situation and results of market research, so writing on the basis of investigation and research is its main feature. Where did the explained situation and results come from? "All conclusions come from the end of the investigation", "Without investigation, there is no right to speak", "Investigation and research are like' pregnancy in October', and solving problems is like giving birth to a baby". This is Comrade Mao Zedong's wise words about investigation and research. It is impossible to write a market analysis report that truly conforms to the objective reality without careful investigation and in-depth and systematic analysis and research on the problems to be solved.
Strictly speaking, research is the basis and premise of writing market analysis report. First of all, there needs to be an outline of the market analysis report, and the actual market research work will be carried out step by step accordingly. The outline of the market analysis report should include all aspects of the market research object in order to find out its cause and effect. Secondly, market research should follow a complete procedure. Generally speaking, this procedure has three stages: the preparation stage-mainly to clarify the purpose, methods and steps of market research; Investigation stage-the key is to master the first-hand information about the object; Analysis stage-it is necessary to analyze and synthesize the discovered materials and raise them to rational understanding, which is a work that needs special efforts. In a word, an ideal market analysis report can only be written naturally if we make solid efforts to conduct market investigation and analysis and form a complete impression and correct concept of objective reality.
(B) the role of market analysis report
The market analysis report of commercial banks has four main functions: it serves as a decision-maker for banks and units at the same level; Refer to the parent line; Guiding role for grass-roots banks; Information function and theoretical research of external publicity. For example, when the market analysis report is disseminated within or between units, its main functions are:
(1), provide reference materials on market development to unit leaders, higher authorities or relevant departments to help accurately grasp the market and make more correct decisions.
(2) Communicate the market situation and exchange information between units or departments.
(3), reflect the problems, hidden dangers or mistakes in the market development work, in order to attract the attention of the unit or the higher authorities, take measures to solve problems, eliminate hidden dangers or correct mistakes.
In addition to the above-mentioned important functions, market analysis report is also an important way to train cadres and talents. It is conducive to improving the ability of account managers to observe, analyze and solve problems; Conducive to improving the policy and business level of account managers; It is beneficial to improve the comprehensive level of the account manager's words; It is beneficial to improve the organizational management ability of account managers.
(4) Types of market analysis reports
There are many kinds of market analysis reports with different specifications. Here are a few for your reference.
1. According to the purpose of market analysis, it can be divided into market analysis reports that provide policy suggestions and information and reveal business conditions.
(1) Market analysis report providing policy consultation
This kind of report has strong policy consultation. In the process of economic and financial reform, new situations, new things and new problems emerge one after another, so it is necessary to make decisions at any time in order to formulate corresponding market development policies. However, due to various reasons, some things cannot be recognized and promoted immediately, and some policies cannot be formulated too early. This requires market investigation and analysis, so as to accumulate information and explore experience as the basis for formulating relevant policies.
(2) Market analysis report that provides information and reveals operating conditions.
This kind of report is widely used. Let people know about the market environment and bank management, which can not only solve contradictions and problems, but also carry out work and open up the situation. It can also be used as a basis for formulating certain principles and policies, and sometimes it can also be used as information for financial research. This kind of market analysis report, whether comprehensive or special, should reflect the real situation and development trend of market environment and bank operation, and summarize the general laws and existing problems. It should list a large number of examples and pay more attention to the use of economic indicators and data. Because the actual situation of market environment and operating conditions is mainly expressed by economic indicators and described by economic data. This kind of report pays special attention to the combination of qualitative analysis and quantitative analysis, which not only explains the essence of things, but also explains the degree of development and change of things. Therefore, when writing, concepts are often formed through mathematical analysis first, and then summarized through economic categories.
Second, the basic structure of the market analysis report
The structure of market analysis report usually consists of four parts: title, introduction, theme and ending.
1, title
The title of market analysis report generally has two forms: one is official document, such as the market environment analysis report of Hubei Branch of Agricultural Bank of China. The other is news reports. Divided into single questions and double questions. A single title, such as "Strategic Choice of Agricultural Bank of China in Market Development in Our Province from the Investigation and Analysis of Customer Structure of Ezhou Branch"; Double headings refer to topics and subheadings. The theme reveals the main idea of the market analysis report, and the subtitle indicates the object and content of the market analysis, such as "The development of county financial market is promising-investigation and analysis of the financial market potential in Gongan County". The words and expressions of the topic should be pondered repeatedly, summarized and concise. Generally, there is only one sentence, at most two sentences, which is more appropriate.
Step 2 introduce
Introduction is also called preface, summary and opening. Generally, the market analysis report should write a lead, explaining the purpose, object, scope, process, harvest, basic experience and so on. This market analysis. These aspects should be focused and don't need to be comprehensive. Or focus on the purpose, time, method, object and explanation of market analysis, or focus on subjective situation, or focus on harvest and basic experience, or focus on the problems that leaders care about and market analysis needs to be solved urgently. If several departments are involved in the investigation and analysis, you can also write down the units and personnel involved in the investigation and analysis in the introduction. In short, the lead should be concise. Should be written according to the theme of market analysis, the central content should be reserved, so that readers can have an overall understanding of the content of the investigation and analysis, or put forward the problems that leaders care about and need to be solved urgently in the investigation and analysis, attract attention and attract readers' attention.
3, the main body
The theme is the main part of the market analysis report, generally writing the main situation, practice, experience or problems of investigation and analysis. If the content is much and the length is long, it is best to divide it into several parts, and each part has a subtitle; If it is difficult to summarize its contents in words, the sequence code can be used to indicate the order. The main part has the following four basic architectural forms.
(1) formula. This structure is often used to describe the results of multi-angle and multi-sided analysis of things, and it is the embodiment of multi-directional thinking in the layout of articles. Its characteristics are wide business scope and broad generalization.
(2) Step by step. This structure is mainly used to show the deepening understanding of things, and it is the embodiment of convergent thinking in the layout of the article. Its characteristic is that its business scope is not wide, but it is deeply explored.
(3) Three stages. The main part consists of three sections: current situation; Reason; Countermeasures. Such three segments are three levels, so it is called three-segment structure.
(4) comprehensive. The main part is integrated with the above-mentioned various structural forms and is comprehensive. For example, use "narrative structure" to write "status quo" in "three-segment structure"; Write a hierarchy in "hierarchical structure" with "three-stage structure"; Write a "sub-narrative structure" of a certain aspect with "total score structure", and so on.
Step 4: the ending
The writing of the ending is flexible and diverse, and there are generally the following.
(1) natural ending. If the main part has clearly expounded the point of view and made a clear conclusion, there is no need to add a tail.
(2) Summative ending. In order to deepen the reader's impression, deepen the theme, summarize the previous article, re-emphasize the views on things after investigation and analysis, and make a conclusive conclusion.
(3) an enlightening ending. After writing the main facts and analysis conclusions, if there are still some problems or situations that need to be pointed out to arouse readers' thinking and discussion, or to indicate the development trend of things and the direction of efforts, you can write an enlightening ending.
(4) Predictive conclusion. Some reports put forward the investigation and analysis of the situation and problems, and then write the author's prediction, explain the development trend, and point out the possible consequences and influences. This is to deepen the theme from a broader perspective.
In addition, depending on the identity and status of the author, it can also end with a phone call or a warning.
In short, the ending should be enlightening and educational, giving people confidence and encouragement, and the words should be concise, powerful and crisp. The conclusion of the market analysis report is the author's conclusive opinion after full research and analysis after investigating the problem, which should naturally be followed.
Three, writing a market analysis report should pay attention to several issues
(a) clear the purpose of market analysis, advocate service decision-making and guidance.
To conduct market analysis, we should advocate serving the scientific and democratic decision-making of leaders, and serving the leading organs in understanding the grass-roots situation, guiding practical work and solving specific problems. Therefore, we must carry out market analysis around the fundamental purpose of "serving decision-making and guiding work", and provide leaders with analysis reports with correct concepts, accurate facts, scientific analysis and reliable conclusions, so that leaders can fully and objectively understand the situation, make correct decisions and guide their work more effectively. Focusing on decision-making research, we should focus on three links: first, we should be wise beforehand and do research before making decisions; The second is to coordinate the relationship between all parties and do a good job of research in the decision-making process; The third is to do a good job of implementation and do a good job of research after decision-making.
(2) Choose the topic of market analysis, advocate the combination with practice, and be targeted.
The selection and determination of market analysis topics must adhere to the two principles of aiming at practical work and guiding problem solving, so as to be accurate and marketable. Adhere to the reality of the department and the unit, closely focus on the work center of the whole bank, and choose which problems with signs, tendencies and priorities as the topics of market analysis in view of the new contradictions and new situations in the financial reform and development, paying special attention to the topics from the comprehensive, directional and difficult problems that the leaders are most headache and worried about. The most anticipated and urgent problems to be solved are how to seize the opportunity in the market development and the hot and difficult issues of competition from the same industry.
(3) improve the work style of market analysis, advocate in-depth investigation and serious study.
Correct views and scientific conclusions can only be produced in social practice. The most important thing in market analysis is seeking truth from facts. To have insightful opinions, we must improve our work style, conduct in-depth investigation and study, seek truth from facts, and consciously overcome the bad tendency of making subjective assumptions and building cars behind closed doors. First, we should make an in-depth investigation and dare to seek truth from facts. Second, it is necessary to possess materials in detail, especially to master a large number of first-hand information and seek truth from facts; The third is to study carefully and seek truth from facts. We should devote most of our energy to the research, make a realistic analysis of the materials obtained from the investigation, comprehensively and systematically understand the objective reality, discover and master the internal laws of the development of objective things, and produce correct views and conclusions. The main idea of the market analysis report is not subjective, but extracted from the materials. Without materials, there is no way to refine the theme and reveal the law; Without a theme, the material loses its meaning of existence. Themes are formed in materials, which direct materials and materials to express and serve the themes. But instead of weaving all the materials obtained from the investigation, the more materials the better, we should carefully analyze the advantages and disadvantages of the research materials, and then consider from what angle to draw materials this time, and write a good market analysis report, so that people can get education and enlightenment from which point and which aspect. That kind of subjective judgment, relying on "cutting and pasting" behind closed doors, copying people's ready-made data, copying people's ready-made opinions and conclusions, or even copying people's achievements intact, is absolutely unacceptable.
(four) the use of market analysis methods to promote scientific and objective.
Whether the application of market analysis methods is appropriate or not directly affects the quality of market analysis reports. In the selection and application of market analysis methods, we should advocate scientificity and objectivity, and oppose one-sidedness and limitations. First, the selection of survey points should be scientific, representative and typical, which can objectively and accurately reflect the basic face of the market; Second, the investigation should be extensive, comprehensive and systematic, and strive to accurately grasp the characteristics of the whole market; Third, we should fully listen to opinions from all sides, including those for and against, those good and those bad, and pay special attention to the negative, so as to make our understanding more full, comprehensive and complete; Fourth, the research methods should be scientific. We should not only pay attention to qualitative analysis, but also do a good job in quantitative research, sum up history and predict the future; Fifth, we should use a variety of research methods. We should not only inherit and carry forward the traditional research methods such as going deep into the grass roots, going deep into the field and directly conducting face-to-face investigation with customers, but also learn to use advanced research methods and scientific analysis means such as statistical analysis, predictive research, social investigation and computer processing. Only in this way can we ensure the scientific and objective accuracy of market analysis and overcome the one-sidedness of understanding and the limitations in the research process.
(5) Grasping the writing style of market analysis report, advocating seeking truth from facts, simplicity, preciseness and truthfulness are the premise of the survival of market analysis report and the vitality of market analysis work. Market analysis report is a written expression of the results of market investigation and analysis, and it is a comprehensive reflection of the results of investigation and analysis. Whether recording the investigation, or synthesizing the contents of the investigation, forming an analysis conclusion and making suggestions, we must adhere to the basic principle of seeking truth from facts and a simple and rigorous investigation style. First of all, in the selection of market analysis report content, we must ensure the authenticity. The situations and facts mentioned in the market analysis report, the cited data and materials, and the cited examples and viewpoints should be objective and true, and truthfully reflect the true colors of objective things, which are "typical things" in a typical "typical environment". At the same time, these facts must be comprehensive and representative, which can truly reflect the inherent law of the development of objective things, rather than isolated individual cases that are divorced from the whole. Based on the above analysis, explanation, discussion, evaluation and summary should also be true and credible. Secondly, in the expression of market analysis report, we must be concise and rigorous, and grasp the measure and scale. Tell the truth without embellishing it, summarize the achievements without exaggeration, expose the problems without distortion or narrowing, and do not whitewash it. We should not only pay attention to correcting the unhealthy style of writing, which is grandiose and flashy, but also resolutely oppose the bad influence of adulteration and Yi Qu's pleasing. Third, the language should be lively and expressive. The language of market analysis report not only has the characteristics of accuracy, popularity and conciseness of official documents, but also strives to be lively. Liveliness does not depend on descriptive techniques, but often depends on lively mass language and some rhetorical devices. The rhetorical devices commonly used in market analysis reports include quotation, rhetorical question, rhetorical question, parallelism, antithesis and metaphor. The use of these rhetorical devices can make the language appealing and persuasive. It can describe the facts more clearly, better reveal the internal laws of things, and make readers understand the main idea quickly. It can also explain the development process of things and make it clear.
(six) the application of market analysis report results, advocate active and responsible, active service is the ultimate goal of market analysis application. The results of the market analysis report come from the market, which in turn is used to guide the development of the market, help people understand the market, understand the market, solve problems and promote work, and then play the expected role of "serving decision-making and guiding work". The account manager should have a positive and responsible attitude towards the results of the market analysis report that he has worked so hard to make, and be enthusiastic about taking the initiative to serve, and dare to provide his research results to the leaders without reservation, especially dare to provide the analysis report that exposes the contradictions and problems of the Bank in the market competition, and don't "leave half a sentence to the mouth", nor report good news or bad news, nor plant flowers with thorns. We should also dare to apply our own market analysis and research results to the actual work and scientific research practice of market development, and test the correctness of the analysis and research results through practice. When applying market analysis and research results, we should oppose false questions and forgeries. The so-called fake questions and fake work mainly refer to the analysis of some people, in order to publish articles and evaluate professional titles. The selected research topic itself has no practical value, its market research process is purely ostentation, and writing is a word game, which is divorced from theory and practice and meaningless. The application of market analysis report results should also be opposed to being shelved. No matter how good the market analysis report is, if it is shelved, it should not be used in practice. It can only be a pile of waste paper and is worthless. Therefore, we must pay attention to the transformation of market analysis report results, turn the work into efficiency, less input, more output, and do not engage in invalid investigation and analysis.
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