Project management, construction economy
The development of modern project management provides a realistic possibility for changing the management problems in market research. Based on a recent research task, this paper makes a preliminary exploration on the application of project management in market research.
Organizing market research requires project management.
(A), the organization of market research issues
At present, the main problems existing in the organization of enterprise market research activities are: adaptability; Reduce costs; Eliminate the problem of postponement; Decentralization; Improve efficiency and other issues. These problems require us to re-examine the management of traditional market research. In order to achieve the goal of market research, modern market research management should be constantly innovated.
How to realize the management innovation of traditional market research? Where is the market research management going under the new situation? The development of modern project management provides a realistic possibility to solve this problem.
(2) Development of project management
Since 1970s, project management, as an important branch of management science, has provided a powerful organizational form for the implementation of projects and improved the methods of planning, organizing, executing and controlling the utilization of various manpower and resources, which has aroused widespread concern and made important contributions to management practice. The characteristics of modern project management mainly include seven aspects:
The object of project management is the project or the operation regarded as the project; The whole process of project management runs through the idea of system engineering; The organization of project management is special (temporary, flexible, emphasizing coordination); The project management system is a personal responsibility system based on team management; The way of project management is target management; The focus of project management is to create and maintain the environment for the smooth progress of the project; The methods, tools and means of project management are advanced and open.
With the development of science and technology, new environment, dynamic market and more intense and high-level competition, project management has become more and more important.
(3) Market research conforms to the characteristics of the project.
First of all, any market research has its clear goals. Market research always has various goals, and there will never be market research without goals. In the preparation of market research, the most important thing we have to solve first is to determine the target of market research. In fact, you always decide to do market research after you have a goal. Before the official launch of the market research I just completed, the entrusting company has set a very clear goal-to evaluate the consumption characteristics of Xi 'an mini-car market as a whole, to understand the comprehensive environment of Xi 'an and its surrounding areas, to correctly grasp Xi 'an mini-car market, to find market growth points, and to make a breakthrough in the sales of existing models in Xi 'an market.
Secondly, market research is a one-time job, unique and unique. Market research is about specific products or services in a specific region to achieve specific goals. Even if the market research goal of the same product in the same market is the same, the two markets will be different because of the different market environment.
Third, market research has a specific time plan or a limited life. Market research has a start time and a planned completion time. It is impossible for an enterprise to conduct market research indefinitely. Of course, it is necessary to exclude enterprises from giving up this market research.
Finally, market research needs to use various resources to complete the task. The resources here include manpower, organization, equipment, raw materials and tools. After analyzing the characteristics of market research, we can easily find that it is a necessary condition to become a project, so we can say that market research is a project and we can manage it through project management. Organizing market research requires project management.
Second, the application of project management in realistic scientific research projects
Introducing project management into the management of market research activities needs to be implemented from three aspects. First of all, from the management concept, we should instill the systematic idea of project management into the whole organization and management process of market research. Secondly, from the management method, the three-dimensional model of project management should be introduced into the whole management process of market research. Finally, from the implementation of specific management tools, we should pay attention to the use of advanced project management tools in the process of investigation management. The next part of this paper analyzes the application of project management in the process of market research management from these three aspects, combining with Tokugawa project.
Tokugawa (pseudonym here for confidentiality) market research project is entrusted by Tokugawa Automobile Co., Ltd. and is in charge of the School of Management of Northwestern Polytechnical University. The purpose is to get comprehensive marketing information from consumers in Xi mini-car market. In addition to the person in charge of the research group, the members of the project leading group also include several graduate students. This research activity also involves the management of dozens of market researchers.
The project is tight in time and heavy in task, which is very challenging in management. It is in this case that we have the opportunity to apply our knowledge and experience about project management for many years to this research project and complete the application of project management in organizational market research. Because project management is applied to the organization and management of market research, this research activity can be completed in a timely, efficient, low-cost and high-quality manner. The research results have been fully affirmed by the entrusted enterprises and used to guide the marketing work of the company, and achieved good results. The following analyzes the specific application of project management in organizing this market research from three aspects.
(1) Market research organized in the project management system.
Project management thinks that a project is a system composed of elements, and management must start from the whole system and study the relationship between the elements in the system, their respective systems, and the relationship between the internal system and the external environment. In this market research, we regard the whole research project as a complete system. According to the principle of "wholeness-decomposition-synthesis" of system theory, the whole research project is divided into multiple responsibility units, and the responsible persons complete the objectives according to the requirements respectively, and then summarize and synthesize them into the final results; At the same time, this research project is regarded as a complete life cycle process, emphasizing the importance of parts to the whole, and urging the corresponding managers not to ignore any stage, so as not to cause poor overall effect or even failure.
(B), the introduction of three-dimensional project management model
1, the guiding significance of project life cycle theory to market research
The guiding significance of project life cycle theory to market research is mainly manifested in the following four aspects:
Market research has a long life and a clear starting point and end point; The life cycle of market research is divided into different stages; The emphasis of each stage of market research life cycle is different; Every stage of the life cycle of market research needs corresponding management strategies to cooperate;
2. The application of project process management in market research regards the management of the whole research project as the management of five sub-processes. These five sub-processes are also the basic processes of project management, and the relationship between them shows that this management is no longer functional management in the traditional sense, and its basic ideas and contents have made new breakthroughs.
The market research project is managed by five sub-processes (BCDEF): starting process, planning process, execution process, control process and ending process.
3. The application of project management function in market research.
Project management involves nine functional areas, and the management of Tokugawa research projects also covers these nine areas: scope management, time management, expense management, quality management, human resource management, risk management, communication management, procurement management and comprehensive management.
(3) The application of project management tools in market research.
1, WBS (work breakdown structure)
WBS (Work Breakdown Structure) is the basic method of project management. Mainly used for project scope management, it is a method to decompose and define work packages at all levels within the whole project scope. According to the law of project development and certain principles and regulations, it carries out systematic, interrelated and coordinated hierarchical decomposition. The lower the structure level, the more detailed the definition of project components. Finally, WBS constitutes a clear hierarchical structure, which can be used as the basis for organizing project implementation. WBS originated from the model development of the US military.
2. Organizational breakdown structure
OBS (Organization Breakdown Structure) is a method evolved from WBS in project management. It is a method to decompose people at all levels in an organization. From the OBS diagram, we can clearly see the composition of the team members of this market research, and make clear the position of individuals in the team. Combined with the responsibility matrix, each team member can define his own tasks in this survey; If you encounter in the investigation,
Who should take the initiative to implement any problem?
3. Responsibility matrix
Responsibility matrix is a personal responsibility method to complete the work breakdown structure in tabular form. This is a very important tool in project management, because it emphasizes who is responsible for each work item (in the following table, A, B, C, D, etc. Refers to the specific person in charge of the work) and shows the position of each person's role in the whole project.
Three. conclusion
By introducing project management into market research activities, the problems encountered in organizing market research, such as adaptability, reducing costs, eliminating delays, decentralization and improving efficiency, have been initially solved. From the practice of Tokugawa market research project, we also deeply understand that any theory is successful because it adapts to the characteristics of the times; Any theory fails because it no longer adapts to the characteristics of the times. For the market research work in the new environment, we must make new thinking. This kind of thinking stems from our social practice and research activities in the real market.
In the Tokugawa market research activities, as a leading member of the project research team, we consciously integrated project management into the research project, at the same time, timely summarized and fed back the existing project management knowledge system from the market research project, and preliminarily studied the application of project management in the process of organizing market research.
The root of market research mistakes
Some market research results are often unsatisfactory, and there is a big gap with the expectations of enterprises (customers) in market research.
Where is the root cause? Generally can be summarized as the following aspects:
1. The purpose is unknown and there is no loss.
Some enterprises do research for the sake of "research", without considering the function and significance of research at all, and often have no purpose, not for product marketing. In this way, there will be deviations when designing the questionnaire.
2. The information is distorted and worthless.
Some researchers may not take it seriously, or fail to implement the active participation of respondents, or answer questionnaires instead of respondents, or induce answers.
3. Incomplete information, unable to judge
The results of this survey are incomplete. The research results are meaningless to the formulation of marketing strategy and enterprise marketing policy.
4. No plan, no monitoring
Before the enterprise conducts research, there is no systematic implementation plan and monitoring system, which often makes researchers step by step without a good overall plan. The research work is scattered and unorganized.
The importance of market research
With the intensification of competition, more and more enterprises attach importance to market research. In the environment of mature and rational consumer awareness, market research is very important for enterprises to gain a bigger market.
1. Marketing Work Guide
A good market research plan will play a guiding role in the marketing work of enterprises.
Some enterprises even set up special market research departments to find and create more strategies and strategic support for the promotion of corporate brands, products and services.
2. Data support for making marketing plans
Before the marketing of new products, it is impossible to formulate a reasonable and competitive price policy without in-depth market research and simply pricing according to cost or profit. It can be said that "no research, no right to speak".
Through market research, it can provide detailed data support for the preparation of marketing plan.
3. Connect consumer groups and understand consumption trends.
The importance of marketing research is also reflected in connecting marketers and consumers through information, identifying and defining marketing objectives and market introduction opportunities, accurately and reasonably specifying the overall marketing promotion plan, monitoring marketing organization activities, improving the understanding of marketing activities, and helping enterprise marketing managers to formulate effective marketing strategies.
4. The threshold of marketing work.
Marketing research is a threshold of marketing work, and enterprises must pay attention to it before carrying out marketing work.
With the continuous development and improvement of the market, market research has become an insurmountable step in the development of enterprises.
Some Directions of Market Research
Different products of enterprises face different market competition, and the research topics are also different. Enterprises can conduct marketing research according to their own reality and combined with market consumption targets.
1. Customer satisfaction survey
This is a survey of products that have been listed.
Customer satisfaction can well evaluate whether the products and services provided by enterprises satisfy consumers, understand the changing trend of consumers' attitudes at different stages, and further explore valuable customer groups for careful maintenance.
2. Consumer demand research
By studying competitors' users and their own users, we can find the changing trend of consumer consumption, tap the potential demand, adopt better service strategies, and lay the foundation for the innovation of products and services.
3. Research on competitive dynamics
Study competitors' products and services, and understand some marketing strategies, tactics, marketing policies, advantages and disadvantages of products, etc.
4. Research on market environment
Generally, it is necessary to fully investigate the target markets such as national policies and local policies, especially the market environment such as price, urban management, industry and commerce, industry supervision departments, media and community management.
5. Channel interview survey
Generally, we mainly investigate channels such as dealer network and retailer network in the target market. Determine the channel direction and channel policy of your products.
6. Market research
This paper mainly studies the market segmentation of the target market to determine the focus of the target market. According to consumers' habits, regions and lifestyles, it is an effective strategy for enterprises to provide in-depth services and extend the product life cycle.
Only by studying the market well and carrying out subdivision management can enterprises provide professional and personalized services.
Some steps of market research
1. Determine the purpose, location and personnel of the study.
According to the actual situation of the enterprise, make clear the purpose, place and personnel of market research.
2. Make clear the research contents, research objects, research methods and research time.
The research content is mainly about products, prices, channels, promotion, competitors, environment and demand.
The research objects are mainly salesmen, promoters, dealers, after-sales service personnel and target consumers.
The survey methods can include telephone interviews and on-site questionnaires.
The investigation time should be determined according to the actual situation of the enterprise and the scope of investigation.
3. Reasonable design of the questionnaire
Questionnaire plays a very important role in the investigation process. We can prepare several different questionnaires for different respondents. For example, for salesmen, promoters, dealers, after-sales service personnel and consumers. Therefore, it ensures that our research is not general, but real and feasible.
4. Implementation of the research plan
Researchers enter the target market and carry out research work.
5. Analysis of survey summary
In order to ensure the originality, authenticity and validity of information and avoid information distortion caused by time delay, research information should be sorted, summarized and analyzed in time to ensure the timeliness of research information.
Step 6 prepare marketing suggestions
According to the market research data, this paper puts forward the product marketing strategy, communication strategy, channel strategy, promotion strategy and price strategy for the decision-making level.
In a word, market research must be carried out reasonably in combination with the characteristics of enterprise products and the target market. At the same time, market research must be conducted in an objective and true way. Of course, enterprises had better choose some professional research companies to cooperate. In this way, it may reduce the time and financial resources of enterprises.
Several basic principles and methods of market planning
Many people think that doing market planning is a profound knowledge, so they are afraid and give up their efforts and research in practical operation. Admittedly, some classic planning needs high quality, but what is more needed is the sudden generate of inspiration, which is very rare. Classic planning can speed up the process of the market, but if enterprises constantly enhance their strength through some ordinary planning in peacetime, it is entirely possible to defeat some enterprises with classic planning in the market, which is also what Sun Tzu said.
First, the premise is to overcome yourself and think from the consumer's point of view instead of your own.
In fact, everyone is a minority, especially those who plan, and they are fascinated by the authorities. For example, my own consumption view, perhaps 100 people are only 1 like me, and no one can escape this fact. This is what we call the disadvantage of the strong. Therefore, the premise of our planning is to listen to the voices of consumers. But we should pay attention to the words of consumers rather than promoters (promoters are more obsessed with authoritative people) or experts, and more importantly, we should identify some false information sent by consumers because of face and so on. Many appearances reflect illusions, and it is necessary to judge what consumers really need through comprehensive analysis (including the words of promoters and experts). Some planners, who have received excellent training, and even some marketing experts and professors, can't get rid of the authoritative role, so I say the first prerequisite is to defeat themselves.
Second, we should be good at changing the expression of quantitative relations.
1, the conversion between relative number and absolute number. For most consumers, the difference between 13% and 18% cannot be judged, but the relationship between 1 times and 2 times can be judged. We need to convert the data into obvious data that can be judged or misunderstood. For example, the difference between 420,000 pixels and 370,000 pixels of a color TV is 65,438+03% more than 50,000 pixels, and the resolution of lines 65,438+0,250 and 625 is more than four times that of lines 625. The area of 34-inch picture tube increased by 3%, which can be said to be an increase of 1.30 square centimeter.
2. Pay attention to transforming the relationship between logarithmic or geometric levels into the relationship between arithmetic levels. For example, the sensitivity is increased by 20 decibels, which can be said to be 10 times, and the radiation is reduced by 40 decibels, which can be said to be reduced by 99%.
3. Transform some common incomprehensible comparative concepts into comprehensible quantitative relations. For example, color TV pixels can be converted into scanning points or imaging points. Ask the consumer what it is. For another example, the curvature radius of a picture tube can be drawn as a plan, which is expressed as the vertical distance from the edge to the center, and then it can be changed into relative or absolute numbers.
Third, the general technology as a special technology.
For example, Hisense's environmental protection color TV has a simple principle, that is, it uses radiation-proof kinescope to reduce radiation. In fact, the radiation of most color TVs is far below the national standard. Moreover, he also converted the logarithmic relationship into an absolute number, that is, a very small 20 decibels into the difference between 0.6 and 0.06. At that time, most color TV manufacturers were able to promote environmental protection. Because all color TV sets must adopt X-ray protection technology, and quite a few color TV manufacturers have chosen radiation protection kinescope. In many aspects, the technical indicators of manufacturers are far below the national standards and international standards, and there is still a lot of room for exploration in technical indicators, such as service life. Haier has done the best in this respect. 300,000 pixels, 256 colors (ordinary color TV 128), and one pull and two curtains, all make common simple technology become special technology. We need to show some technical indicators to some people who don't understand technology, so it's easier to find some selling points. For example, how many hours of CRT life has been extended by using a certain technology (in fact, it is out of date). Technicians generally have limitations and it is impossible to export some low-level technologies.
Fourth, some existing data that others don't know are made public or publicized after transformation.
For example, there is a lot of artificial vitamin C in a bottle of drink, which can be said to be vitamin C compared with several oranges, and it can be used too much. We always have all kinds of outdated technologies, so we can find some to publicize and combine examples. For example, the radiation of new technology color TV is only a fraction of that of ordinary color TV, and the power consumption is only a fraction of that of a 40-watt light bulb.
Five, psychological suggestion and even confusion and illusion.
For example, although we are clearly ranked tenth, we can publicize that we strive for the first place, so the hint to consumers is that we are at least in the top five or three.
Sixth, more publicity is special and unique, while less publicity is universal.
In this regard, we have made many common mistakes. For example, we think that well-known trademarks are very valuable, and we have done a lot of publicity, which gives consumers a feeling that is not much different from the products evaluated by a newspaper. If you want to promote it, you must tell consumers how many companies and which units have evaluated it, otherwise the effect will be very small. Similarly, when we promote famous brands in China and exempt from quality inspection, we must inform several companies that have commented on our position. Unexplained general publicity will give consumers such a hint that our products, like mass brands, have not given consumers obvious positioning and differences.
Seven, pass some data that cannot be verified or will not be verified at all.
For example, Haier publicizes how many foreign orders it has received (unverifiable) and its share in the United States. For example, the share of refrigerators below 230 liters is 30% (the United States mainly sells large refrigerators), but its final sales are only 654.38+02 billion yuan. We can publicize which countries our products are sold to (China people can count one), and locate which models are exported to the United States and which models are exported to Japan.
Market planning is complicated to some extent, but it is always the same. In short, we can learn to overcome ourselves, identify the authenticity of information, see the essence through appearances, learn some basic principles and methods, and develop the habit of diligent thinking to formulate some scientific planning schemes.
How do dealers do marketing?
With the increasingly fierce market competition, the level of marketing has extended to the inside of IT channels, and distributors and dealers have begun to undertake marketing functions. But this is obviously different from the marketing of manufacturers.
Pay attention to face-to-face with users
Moderator: At present, marketing is playing an increasingly important role in the brand building of IT vendors, but the current marketing is more manifested at the vendor level. Do you think dealers have the obligation and necessity to do marketing work?
Yao Yao: Marketing is necessary for both manufacturers and channels. Especially with the constant change of channel ecological environment, dealers are given more responsibilities than logistics and capital flow, and the brand promotion of many brands in regional markets needs the assistance of local dealers and distributors.
As a channel provider, you should not only deliver the products of manufacturers to the end consumers, but also extend the brand to every level. Even at some level, you represent the local image of the brand, so marketing is absolutely necessary.
Moderator: Channels and manufacturers are at different levels of the supply chain, and their work is not the same. As a channel provider, what aspects should they focus on in marketing promotion?
Yao Yao: In fact, generally speaking, the purpose of marketing is the same, which is to improve brand pull and promote sales. However, as a channel provider, it is more about implementing the intention of manufacturers, or developing local regional markets alone, which is more targeted.
The first is to choose local advertising media, followed by industry promotion meetings. For manufacturers, no matter how well they know the local market situation or the coverage of personnel, there is definitely no channel that can be fast and direct. The channel has a large number of first-line customers, so it is necessary for the channel to hold an industry promotion briefing to let industry users know more about our brand and our products. If it is a five or six-level market, it is difficult for manufacturers to cover it, and some roadshows and promotional activities are also the content of channel marketing.
Generally speaking, my understanding of channel marketing is: to assist manufacturers to continue their brands in regional markets and implement their long-term and short-term market intentions.
The key is the promotion of new products
Moderator: From what you just said, channel providers should really pay attention to marketing, so should all channel providers set up "marketing" positions?
Yao Yao: As far as channels are concerned, the marketing department is generally set at the dealer level, but the basic division of labor in the fifth and sixth grade markets need not be so detailed. In different companies, the functions of the marketing department are different. There are two main situations: first, the marketing department is responsible for brand promotion and product promotion; Second, the marketing department is in charge of brand promotion, and the product promotion function is mainly carried out by the division, and the product promotion personnel are subordinate to the division.
These two settings have their own advantages and disadvantages. The advantage of the first setting is that it is easy to concentrate resources. If the marketing personnel are placed in various business departments to be responsible for product promotion, it will inevitably lead to poor communication between them and brand promoters, resulting in single-handedness. And because they belong to the business department, the general manager of the business department can arrange other tasks for them, which will distract people and affect the marketing function.
On the other hand, if all marketing personnel are concentrated in the marketing department, the marketing manager can mobilize all manpower and concentrate all resources to do one thing when encountering important events, thus ensuring the achievement of the goal. For example, when a dealer holds a dealer meeting, it is necessary to mobilize the resources of the whole company to coordinate.
Moderator: We talked about the marketing work of channel providers earlier, so what are the differences between the marketing work of manufacturers and channels?
Yao Yao: There are three main differences between them: First, the target users are different. Manufacturers pay more attention to end users, dealers pay more attention to channels, and the bottom dealers face end users. This will lead to the different behaviors of the three, and the most direct reflection is that the choice of media will be different.
Secondly, the reaction speed of the market is different. Generally speaking, manufacturers are more planned and proactive than distributors, and distributors need to have a strong marketing response speed. Manufacturers usually have a comprehensive planning strategy from research and development to production and sales. Dealers are often eager to promote their products, because notebooks and PCs only have a three-month sales cycle, so they should constantly update their products.
However, as far as the current marketing ability and awareness of dealers are concerned, basically many dealers are still implementing the market plan formulated by manufacturers, and lack targeted and self-planned activities. However, the consumption habits of each region are often different, and some personalized programs may be more effective. For example, at the peak of purchasing at the end of each year, in addition to implementing the unified plan issued by the headquarters, we will also carry out some promotional activities of our own at ordinary times, and the results are very good.
The last and most obvious difference is the different investment in promotion. For manufacturers, brand is usually an important resource to form a market, so it needs a lot of investment. But for dealers, channel brand has become more and more important, but dealers do more to promote products. Most dealers rarely invest money in brand promotion, and basically focus on short-term products and customers.
Three methods of marketing promotion
Moderator: One of the marketing promotion of dealers is long-term brand building, and the other is the promotion of new products. What measures will we generally take in these two aspects?
Yao Yao: In terms of brand building, generally speaking, channels actively cooperate with various marketing activities of manufacturers, and at the same time gradually build their own brand value through various marketing means.
But in the current market activities, as a channel, more is the promotion of new products. So we focus on this part. Timing is very important for cutting into new products. Generally speaking, manufacturers and channels will choose to launch new products in the off-season, and then after a period of preheating, wait for the peak season to come before pulling products.
Secondly, the promotion of new products is generally a combination of push and pull. The so-called push is the distribution of goods, and the pull is to stimulate demand through market activities. Specifically, there are generally three methods of operation. Promote first, then pull. First, pave the market. When the distribution rate of the target market reaches more than 60%, some large-scale promotional activities or advertising activities will be started to stimulate consumers to buy products. However, this practice is not suitable for some unknown brands, because the popularity of new products is low, it is difficult to distribute goods in the early stage and the speed is relatively slow. If the promotion activities are not very effective, it will easily lead to a backlog of some products.
First pull, then promote. This method is to do promotional activities first, and then stimulate consumers to buy, and channel members buy goods. However, this method should pay attention to the second replenishment. If you can't keep up, consumers may not be able to buy products at the terminal, which will affect the promotion effect.
Finally, push and pull at the same time, of course, the cost will be more difficult to control.
Moderator: Many dealers are unwilling to invest in marketing, so what is the main source of marketing funds as a channel provider at present?
Yao Yao: First of all, marketing funds are the most important source for distributors, and so are many suppliers. When making a plan, the marketing department should first consider the source of funds, so at the beginning of making a plan, it should closely combine the actual demand of sales to make the plan implemented. Therefore, the marketing department should understand the channel situation and grasp the market, so as to estimate the feasibility of the scheme. To make a marketing plan, it is necessary to estimate the future sales volume of products, understand the market cost that can be obtained from manufacturers, and sometimes invest in advance, but make sure that the difference between the estimated value and the actual sales volume is not too big.
In addition, it is the source of product profit, and the market cost can be extracted according to a certain proportion of sales volume. In addition, some large-scale promotional activities, manufacturers will also give some cost support.