Product market survey report

Model essay on product market survey report

If we are completely unfamiliar with a certain situation or event and need to conduct an investigation, we will generally collect the investigation results into an investigation report. So what should the investigation report pay attention to? The following is a sample product market survey report that I have compiled for you, hoping to help you.

Product Market Survey Report 1 I. Survey Scheme

(1) survey purpose: to provide reference for mobile phone manufacturers and mobile phone manufacturers by understanding the situation of college students using mobile phones, and to provide some reference for college students to develop the mobile phone consumption market.

(2) Survey object: students at school.

(3) investigation procedures:

1. Design a questionnaire to clarify the direction and content of the investigation;

2. Conduct an online chat survey. Chat with students from various universities at random and ask them to fill in the questionnaire;

3. According to the questionnaire of the recycling network, the specific contents are as follows:

(1) According to the digital characteristics of the sample, such as the place of purchase, price and brand, and the mean and variance of the monthly consumption distribution, the corresponding parameters of the overall monthly consumption distribution of college students' mobile phones are inferred;

(2) Analyze the mobile phone market according to students' different requirements for mobile phone functions;

Second, the questionnaire design

Questionnaire on mobile phone use of college students

Third, data analysis.

According to the above data, I analyzed the data and came to the conclusion that the student mobile phone market is a very broad market with great development potential.

(A) According to the analysis of students' mobile phone market share

(B) the general characteristics of student consumer groups

As a student, I have made some understanding of this group, analyzed our similar characteristics, and concluded that if the mobile phone market wants to seize the market, it should develop products or carry out targeted marketing methods for different student groups. Let's analyze the characteristics of student groups:

(1) No economic income;

(2) Pursuing fashion, advocating individuality and unique style, and paying attention to individuality publicity;

(3) Students mainly live in collective life, and the information exchange between them is quickly influenced by classmates and friends.

(4) Strong brand awareness and love for brand-name products;

(C) the standards and characteristics of student consumers to buy mobile phones

Through investigation, the main factors for college students to buy mobile phones are fashionable and personalized styles, functions, prices and brands, which have become the four basic criteria for students to buy mobile phones. According to the survey, when choosing a mobile phone, the most important thing for college students is the appearance design of the mobile phone, such as shape, size, thickness, material and color, accounting for 65%; However, college students do not blindly pursue beautiful appearance, and "connotation" is also very important, so the function of mobile phones also occupies a place, accounting for 50%; Secondly, pay attention to the price, not to the brand. It seems that college students nowadays pay more attention to reality.

Product market survey report 2 1. The safety situation of baby products is grim.

Recently, many parents are scared about the quality and safety of domestic baby products. Needless to say, the problem of milk powder, especially some domestic milk powder is frequently exposed to some quality problems, which leads many consumers to buy milk powder from abroad at high prices.

Johnson & Johnson, an infant cosmetic, also has problems. It was recalled in the international market, but turned a blind eye to the China market. In addition, some incidents of children's clothing toxins exceeding the standard frequently occur, and the quality problems of infant products frequently test the nerves of our parents.

According to the prediction of Ubuntu Ye Zhi Research Center, China has entered another longer-lasting baby boom, experiencing the fourth wave of baby boom, which will last until 20 15. This baby boom will fully expand the huge baby products industry market in China and form a huge industrial cluster of consumer goods such as clothing, food, shelter, transportation, education and play for infants aged 0 to 6.

Looking for high-quality and reputable baby products has become the wish of many parents, especially with the arrival of the baby boom after 1980s, they have higher requirements for baby products.

In this context, how to gain a place in the market has become a key issue for many operators, especially in first-tier cities such as Beijing and Shanghai, where residents have higher income levels and stricter requirements for baby products. At present, many operators also regard the health and safety of products as the basis of the company's long-term development.

Second, the high-end market is in short supply.

Judging from the domestic baby products market, the current high-end sales platform is also in short supply.

According to industry insiders, in recent years, the maternal and child industry in China has developed rapidly, and the maternal and child products market has become a highland for many entrepreneurs to compete for. On the one hand, the maternal and child market has broad prospects and has become a well-known "sunrise industry". On the other hand, there are great differences in the scale, service, shopping environment and business scope of maternal and child products in China's market, among which there are mixed fish and dragons, and the market competition is becoming increasingly fierce.

According to industry insiders, with the improvement of people's living standards, people's demand for pregnant and baby products and services will be higher and higher, which requires not only complete products and comfortable shopping environment, but also thoughtful and meticulous services. You can buy all the pregnant and baby products you need at one time, so you don't have to run around, let alone queue up. The "one-stop" shopping mode of maternal and child products supermarket will become the mainstream sales mode in the future market.

At present, in Beijing, some businesses have begun to focus on the mid-to high-end market. Some merchants' stores have gathered many products of foreign brands: baby clothes, cosmetics, pacifiers, toys, cribs, and everything. Among them, in a baby supermarket, there is a kind of water from New Zealand which is very expensive. Specially used to make children's milk powder, the price is 100 yuan.

The article "20 1 1-20 16 project investigation and investment forecast research report" issued by China lecture hall points out that the average monthly consumption of newborn products in urban households in China is higher than that in 900 yuan. Coupled with infant consumption in rural cities, the infant products market in Chinese mainland will exceed the market scale of 654.38+000 billion yuan every year.

It is understood that since the middle and late 1990s, China's baby products market has entered a period of rapid development, with an average annual growth rate of more than 17%, and the sales mode of baby products has gradually changed from shopping malls to specialty stores. In cities, the pursuit of health and high quality has become the first choice of many consumers. At present, domestic maternal and child supplies stores have experienced more than ten years of development and are in the stage of crazy expansion. However, in this market, the lack of a well-known brand sales platform has caused many domestic consumers to spend a lot of money to buy from abroad.

Third, service will become a new growth point.

At present, the domestic sales formats of baby products are diversified. In addition to traditional department stores, brand stores, baby products stores and large baby chain stores, some innovative retail models are gradually accepted by consumers and have a rapid growth trend. For example, online and offline infant retail brands, a large number of C2C online stores for infant products, etc. Their brand effect has gradually become prominent.

With the maturity of the market, consumers' cognition of brands has a cumulative effect, and with the improvement of consumers' ability to pay, their consumption preference for brands will gradually increase. The brand of infant products with rich industry experience and high brand awareness will benefit more and the brand effect will be more prominent.

How to get more profits in this market competition, some businesses are also seeking innovation.

Some analysts pointed out that although the domestic infant market is very large at present, there are few large-scale sales platforms, and consumers need a genuine large-scale "supermarket" where they can not only buy all the products they need in one stop, but also enjoy additional services.

Some baby products enterprises in Beijing have also used their brains in service. Instead of simply selling products as the main service, we strive to improve our service. For example, some franchisees pay attention to the training of sales staff, so that they can know more about infants, thus helping more pregnant mothers understand the needs of "babies". At the same time, more service areas will be set up in shopping malls to have face-to-face communication with pregnant mothers.

"More professional and healthier services may become an important sales growth point for the entire baby products sales industry." An industry insider said.

Product market research report 3 1. It's time to enter the China market.

This year is only the beginning of reform and opening up, and it is also the beginning of urban development. The rapid development of industry and cities began in the 1990s, which brought huge business opportunities to Procter & Gamble. Procter & Gamble aims to enter China at this time, which is also an opportunity that the China government can give it the greatest support and the least resistance.

Second, the advantages of science and technology and talents.

Third, professional market planning.

At present, there is no major in marketing planning in domestic universities, and marketing only includes marketing planning. Moreover, some domestic enterprises do not have market planning departments. Generally, the department manager or director decides the development direction of the company. In foreign countries, the marketing planning department is an extremely important department. The marketing planning department is responsible for collecting all kinds of information, and after analysis, guiding the company's future development direction, development goals and annual market prices of various budgeted products. , which is equivalent to controlling the lifeblood of the company.

Fourth, product packaging publicity.

Procter & gamble's spending on advertising is not clear, but at least it is calculated from 1 100 million yuan. Television advertisements at different times of the day are designed to promote sales, so that consumers can buy their new products. Moreover, the advertisement of Baofa Company is by no means the kind of fatigue bombing propaganda. They will control and grasp a scale to prevent consumers from resisting. Moreover, the advertisements broadcast are healthy, fresh, clear in meaning and concise in language, which gives people an elegant feeling and is easy to accept new products. Procter & gamble's advertising is also very distinctive. In some TV or other media advertisements of Procter & Gamble, a sentence will be added at the end of the advertisement: Procter & Gamble; G, create the infinite beauty of life, although there is no P &；; G belongs to Procter & Gamble, but everyone knows one thing: these products belong to P & amp； G company

From the perspective of consumer psychology, people will have their own opinions and like to try new things. After long-term use of a commodity, people often want to use other brands of products to see how the effect is. Switch use instead of using the same brand for a long time. Procter & gamble is aware of this and will not increase the company promotion of this product in future advertisements. It only emphasizes the scientific and technological content and formula effect of the product. It is not complicated to use light and bright colors and simple lines on the packaging. The products are divided into large, medium and small models, which can be suitable for people with different family conditions.

Another feature of P&G products is that the packaging is often changed. Their products will be packaged twice a day, which has the advantage of making consumers feel that this product is new. Another advantage is: shortening the market life cycle of products and staying young forever.

Verb (abbreviation of verb) Good corporate culture

A company's culture can't come out overnight, but it is formed over time: P&G's products are various, and there are several kinds of light shampoos, but they are all products of P&G, with different names and no obvious difference in the use effect. This product has the function of moisturizing or dandruff removal, and other models will also have this function. Products with different names compete fairly, but they also have their unique advantages. Head & Shoulders specializes in dandruff removal, Sassoon brightens and moisturizes, and is soft and refreshing ... but they occasionally have the same function, which increases their competition. Procter & Gamble encourages competition among departments, but occasionally stops to avoid vicious competition.

Another feature of P&G products is that the packaging is often changed. Their products will be packaged twice a day, which has the advantage of making consumers feel that this product is new. Another advantage is: shortening the market life cycle of products and staying young forever.

P&G's products are various, and there are several kinds of shampoos, but the names are different. In fact, they are all Procter & Gamble products, and there is no obvious difference in the use effect. This product has the function of moisturizing or dandruff removal, and other models will also have this function. Products with different names compete fairly, but they also have their unique advantages. Head & Shoulders specializes in dandruff removal, Sassoon brightens and moisturizes, and is soft and refreshing ... but they occasionally have the same function, which increases their competition. Procter & Gamble encourages competition among departments, but occasionally stops to avoid vicious competition. Procter & gamble's spending on advertising is not clear, but at least it is calculated from 1 100 million yuan. Television advertisements at different times of the day are designed to promote sales, so that consumers can buy their new products. Moreover, the advertisement of Baofa Company is by no means the kind of fatigue bombing propaganda. They will control and grasp a scale to prevent consumers from resisting. Moreover, the advertisements broadcast are healthy, fresh, clear in meaning and concise in language, which gives people an elegant feeling and is easy to accept new products.

Rejoice: in the promotion combination, it is mainly advertising activities; Its advertisement emphasizes the combination of shampoo and hair care, making hair elegant and supple. "Rejoice", from the brand name, makes people understand that this product makes hair supple, and the grass-green packaging gives people a youthful and beautiful feeling. The slogan of "containing silky hair conditioner, shampooing and caring hair at one time, making hair elegant and supple", coupled with a picture of a girl shaking silky hair, further deepened consumers' impression of the "silky" effect. In Guangzhou, there have been two "Happy Stars" activities, and many stars have been invited to appear, creating momentum for them to enter the market and receiving excellent results.

Six, multi-brand occupation of the market

Regarding brands, the principle of P&G is: If there is still room in a certain market, those are the best; Other brands are also products of Procter & Gamble. Therefore, P&G's multi-brand strategy makes it have a very high market share in various industries. For example, in the American market, P&G has 8 brands of washing powder, 6 brands of soap, 4 brands of shampoo and 3 brands of toothpaste, and each brand has different needs. Procter & gamble launched; When Bangbao is suitable for diapers, the price is higher than other brands because of its high quality. Procter & gamble had hoped that high quality would make people willing to pay higher prices, but the result was not the case. P&G knows that it must cut prices to cater to consumers, so it adopts different strategies to achieve the purpose of reducing prices: trying to improve production efficiency and changing distribution strategies. Diapers are usually kept in the pharmacy. Bang Bao Shi reduced profits and entered the supermarket at a reduced price. Because of the large sales volume, supermarkets are willing to sell; Due to the large sales volume, the unit production cost is reduced, resulting in a good cycle, which makes; Bangbaoshi has become a successful product.

Seven, advertising success equation

In advertising, especially TV advertising, P&G has a set of successful formulas. First, P&G will point out a problem you are facing to attract your attention. Then, the advertisement will soon tell you that there is a solution, that is, P&G products. This product usually appears several times in the whole advertisement. The focus of the advertisement is to clearly emphasize what benefits P&G can bring to you.

Eight, strict training of brand management personnel

P&G's brand management is mainly reflected in strict talent training. Brand managers have fierce competition, intense work and rapid promotion, but they are extremely relaxed; If you don't succeed, you will die. From 193 1, the top management of the company is all from brand management, and 90% of the management levels are also from brand management, which shows that brand management is the core field of P&G.

Nine, the brand manager takes full responsibility.

Brand managers must know their own brands better than anyone in the company, and people will constantly challenge their knowledge in this respect. For example, a manager in charge of shampoo in the United States was once asked by the top supervisor what is the composition of dandruff in China?

Ten, strict memo training

P&G will never look outside; Airborne troops, but the policy of 100% internal promotion is adopted, so the internal training system is very important. They attach great importance to training employees to solve problems, make orders, take actions, track quality, lead and cooperate. The company provides various courses and seminars at any time to help employees improve.

In the training system of P&G, the practice of memo is famous. Employees must form a habit of providing information to their superiors clearly and simply. Memos can be roughly divided into two types. Information memorandum and; Memorandum of advice. ; Information memorandum includes research and analysis, status report, business situation, competition analysis and market share summary; ; The proposal memorandum is a convincing document, focusing on the purpose, background information, proposal, logical discussion behind it and the next step. Most memos will not exceed 4 pages. If brand managers want to be promoted, they'd better learn to write memos first.

At Procter & Gamble, writing memos is even used as a training tool. It is common for junior staff to rewrite a memo 10 times; After becoming a brand manager, a memo may still be asked to be rewritten five or six times. By constantly rewriting memos, P&G hopes to train employees to think more carefully.

P&G should pay attention to solid marketing training, which should be an important reference when many companies want to grasp the tastes of consumers and successfully attack in the market.

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