Chapter 21 Chapter 21 Market Research and Development

1. Market research management system of the first entry. In order to do a good job in market research, effectively manage a wide range of market information, and thus make market forecasts that are close to reality, this system is specially formulated. Article 2 Organization and Management. The market research work is carried out by the marketing department together with relevant departments to complete this work, and is directly responsible to the marketing director. Article 3 Main content of market research. 1. Investigate the annual sales volume and annual production volume of similar products of domestic manufacturers at home and abroad to analyze the saturation degree of supply and demand of similar products and the competitiveness of our products in the market.

2. Investigate the market share of similar products in the same industry in various regions of the country and the proportion of our products. 3. Understand the reflections of users in various regions on product quality, technical requirements and host supporting opinions, so as to provide high product quality, develop new varieties, and meet user requirements. 4. Understand the progress of product updates and improvements in the same industry to analyze new trends in product development. 5. Forecast the sales volume of major products in various regions of the country and foreign trade, and balance the distribution relationship.This work will be sorted out and reported in writing by the sales department before June of that year.

6. Collect information on the update technology development of similar products in the same industry abroad, foreign trade sales intentions for our products, and foreign users' feedback and trust in our products to determine the foreign market development policy. Article 4 Market research methods. 1. Sampling survey.That is to conduct sampling written surveys on various types of users, solicit opinions on the quality of our products and sales services, and write analysis reports based on feedback data. 2. Organize factory leaders, designers, and sales personnel to conduct user visits once a year, about one month each time. After the visit is over, fill in the user visit registration form and write a written investigation report.

3. Sales staff should take advantage of various order meetings and other opportunities to contact users, solicit opinions from users, collect market information, and write written reports. 4. Collect letters and calls from daily users, sort them out, and give timely feedback on problems that need to be dealt with. 5. Hold key user symposiums from time to time to exchange market information.Reflect quality opinions and user needs, consolidate the relationship between supply and demand, develop mutually beneficial cooperation, and increase the competitiveness of our products. 6. Establish and gradually improve the files of key users, and grasp the major changes in the needs of key users and various opinions and requirements.

Article 5 Data Processing. For all aspects of data provided by market research and user forecasts, the marketing department should have special personnel responsible for management, synthesis, and transmission, and closely cooperate with the company's information center to do a good job in this work. Article 6 Market research operation process. (1) Education and training of investigators Before conducting the investigation, the education and training of investigators must be organized according to the purpose and content of the investigation. (2) Formulate a market research plan 1. Preparation of survey questions.

2. Determine the types and forms of survey forms. 3. Determine the investigation project. 4. Selection of survey methods, including interviews, visits or postal surveys. 5. Determination of survey objects and survey samples. (3) Market research implementation procedures 1. The market research is conducted by the director of the marketing department and carried out by the market research office. 2. The annual survey policy is drafted by the market research office, discussed by the board of directors, and decided by the president. 3. Market research is based on the annual survey policy, prioritizing various survey tasks, formulating a draft of the company's half-year market survey plan, and reporting it to the director of the marketing department.

4. Market research objects are as follows: (1) General consumers. (2) Wholesalers and wholesalers. (3) Retail stores and special salesrooms. 5. The head of the marketing department will check and revise the draft of the semi-annual market survey plan according to the annual business policy. If necessary, he can hold relevant meetings to discuss, improve the draft survey plan, and then report it to the board of directors.Once the president approves the draft plan, the market research office will be fully responsible for the market research work. 6. The director of the market research office can decide the specific survey plan and survey method according to the specific implementation procedures and plans, and promote the market survey.

(4) Analysis of survey results 1. When analyzing the survey results, the following issues should be paid attention to: (1) Avoid making subjective judgments, and must insist on seeking truth from facts and taking facts as the basis. (2) The correctness of the judgment must be verified repeatedly. (3) It is necessary to pay attention to whether there are exceptions, analyze the possible major exceptions, and avoid misjudgment. (4) Check whether the survey results are consistent with the prior assumptions. (5) Whether the investigation results, including the investigation data, can give a reasonable explanation to the reality and whether they are consistent with the facts.

(6) Do not generalize or infer at will, and all conclusions must be confirmed by reliable facts. 2. The market research office can analyze and sort out the market research results according to the following procedures: (1) Sorting and preliminary analysis of survey data, survey results or survey tables, and then summarizing or editing them into a book. (2) Classify the collected survey data, analyze and research by item, and conduct comparative research in combination with original records or historical data. (3) Calculate and analyze the authenticity, feasibility and error of the collected materials or survey data.

3. The market research office writes a survey report on the premise of obtaining the approval of the director of the marketing department.The investigation report was made in multiple copies and distributed to various departments, including production, sales, and customer departments. 4. Hold a survey report press conference when necessary.The attendees of the press conference are the president, assistant to the president, director of the marketing department, director of the research and development department, and heads of the sales department at all levels.The press conference was chaired by the head of the marketing department and made a report, listening to the opinions of all parties.

Article 7 Matters needing attention in market research. (1) Plans and strategies must be detailed 1. Regardless of the purpose and scale of the investigation, the method of implementation must be carefully planned. 2. Try to complete the survey with the least cost, time and number of people. 3. During the preparatory or formal investigation period, if it is found that there is no need to continue the investigation, the investigation should be stopped immediately, and the investigation should not be delayed for the sake of face. 4. Make the best use of existing data and field investigation data. (2) Effective use of the survey results 1. The contents of the investigation must be sorted out and the date of submission of the report must be strictly adhered to. 2. Those in charge of the investigation should make the results of the investigation effective. 3. The investigation results should be used as much as possible, and should not be negated or ignored casually. (3) When a specialized agency outside the company is in charge of the investigation 1. Don't rashly believe what the other party said, you must first investigate the organization's ability, performance, credit and other issues; the sales manager in charge of market research should do the investigation in person. 2. The discussion before the investigation should be fully coordinated.One's own requirements and hopes should be presented truthfully; if the investigation results are incomplete, the investigation should be re-investigated. Article 8 Supplementary Provisions. This system is formulated by the marketing department and implemented after approval. 2. Market research report (1) Overview of market research report 1. The concept of market research report The market research report is to organize and analyze the marketing intelligence information collected by the market in a scientific way, and make a fair conclusion in order to provide a practical decision-making basis for marketing. 2. The scope of application of the market research report The purpose of the market research report is to: accurately determine the market's demand for the product, grasp the competitive situation of the product; propose a product idea report to provide necessary information for the development and design of new products; collect and analyze the reflection of the product among users or consumers, Provide clues for further improvements in design, manufacturing and management. (2) Process of writing a market research report 1. Steps The writing of the market research report must take an appropriate form and use a variety of writing methods to improve the quality of market research.The specific method is as follows: (1) Design survey outline The survey outline includes the purpose, object and scope of the survey, the participants of the survey, the start and end time of the survey and the survey methods adopted.Designing a survey outline is a very rigorous job. A well-designed outline lays a solid foundation for subsequent investigations. (2) Determine who will participate in the investigation The personnel participating in the survey must be representative, have certain work experience, and have professional knowledge and business capabilities in a specific field. It is also best to hire some authoritative people to give strategic guidance to the market research project. (3) Collect and organize data Collected materials include original materials obtained in investigation work, records of meetings and discussions, records of visits, materials provided by relevant parties or written by relevant persons, etc.A piece of material can be a summary, and the content of the summary can be not only a typical example, but also an evaluation of the material. The summary must be concise, clear and easy to choose. Data sorting is the selection of data by removing the dross and extracting the essential, eliminating the false and keeping the true. According to the purpose of the investigation and the actual situation, the data is classified, screened and eliminated, and sufficient first-hand information is prepared and provided for the writing of the market research report. (4) Choose the method of market research There are many methods of market research, usually common surveys, sample surveys, typical surveys and key surveys.In the specific practice of market research, there are four commonly used specific methods: observation method, inquiry method, experiment method and data collection method. 2. Method A market research report generally includes four parts: title, preface, body, and conclusion. (1) title The title of the market research report should be drawn up according to the purpose, content, scope and other items of the market research.Often, the title directly reveals what the market research is about.Other titles include the unit, time and scope of writing the market research report.No matter what kind of title is used, it is necessary to reveal the information content of the market research report, so that the words are precise, eye-catching and concise. (2) Preface The preface is a brief description of the market research.Whether the foreword is appropriate or not plays an important role in the entire market research report.The preface should not only explain the purpose, object, and scope of the investigation, but also sometimes explain how long the investigation took, what methods were adopted, how many samples were collected, and how the samples were selected. (3) Text The market research report should not only reflect the basic situation of the market research, but also express the views and suggestions of the investigators. When writing, the levels should be arranged according to the materials, and they should be written in order.Its structure should be determined according to the purpose, content, scope and complexity of the investigation. (4) ending A market research report generally ends the full text with a brief description.The so-called brief explanation is to explain those issues that are not mentioned in the main text but should be explained in addition, or some important situations that are not mentioned in the main text but have a certain impact on the market research report, or what is not mentioned in this report. Some other materials and typical examples, or some statistical data and attachments, etc., can be placed at the end if necessary.After the end, endorse the author's unit, name and writing time. 3. Precautions (1) To truthfully reflect the situation The market research report should proceed from the objective reality, truthfully reflect the investigation situation, and the content should be specific, detailed, authentic and reliable.The conclusion must be based on a large amount of first-hand information and dialectical analysis and research, and the expression should be accurate and rigorous, full of logic, and try to avoid the subjective color of the investigator. (2) Be detailed and appropriate To describe the investigation situation, typical cases and representative data that can best explain the problem should be selected, not only paying attention to the situation on the surface, but also highlighting the problems on the point. (3) Pay attention to timeliness Market research reports are highly time-sensitive. 3. Consumer Survey □Consumer Survey Essentials The establishment of plans for when to investigate, what purpose, what object, and how to implement it.Then check and analyze its specific strategies and collect data.Then organize the collected data and make a report. □ Conducting consumer surveys For the implementation of individual surveys, if the investigators ask unrelated questions, the respondents will make various judgments on different ideas, and the specifications of the questions must be unified. (1) The investigation supervisor and the investigator hold an agreement meeting to make an agreement on the purpose of the investigation, the method of the investigation, the items to be asked, and the time for collecting the answers, etc., and take unified actions for each investigation. (2) Investigators. 1. The investigator should understand the content of the questions and decide the order of the questions. 2. Study the map, means of transportation, time at home of the survey object, etc. in the area to be surveyed, so as to spend the least amount of time and energy and obtain the greatest results. 3. Prepare printed materials for investigation. 4. During the actual investigation, it is necessary to be able to finish the questions smoothly without reading the question book. (3) After the above preparations are completed, it can be implemented in practice. The method is as follows: 1. Approach method (1) Do not ask questions as if you are interrogating a prisoner, that is, maintain a respectful attitude. (2) First of all, consider the greetings when you first meet, give a good first impression and be confident. (3) Among the crowd, there are those who cooperate with the investigation, some who do not cooperate, and even those who oppose and exclude people. We must adapt to the situation and do a good job in the investigation work for all kinds of people. 2. Ways to ask questions (1) From the first question, you can know how much you care about or how much knowledge you have about the subject of the survey, so the questions should be easy and natural. (2) Let the other party enter the subject of the investigation unconsciously. (3) Do not explain the content of the question. (4) Ask questions in the order of the question book. (5) Do not talk about matters other than questions. (6) Ask the questions in the question book without missing any questions. If you don’t think about the questions yourself, it will affect the mood of the other party. (4) If the other party's speech is too off topic, he should pull it back to the topic and pay attention to his speaking skills. (5) Do not argue with the other party. (6) If you have given an inappropriate answer to the question, you should judge the attitude and authenticity of what you said, and then move to the next question. (7) The answer of "don't know" accounts for about 10% of any survey. This is a very common thing, but it can judge the degree of education popularization, the degree of common sense, etc., and should not be handled lightly. (8) If there are ambiguous answers, guide them to make answers such as "Do you agree in principle?" (9) If it is the case of using cards, do not stare at the other party when writing, so that the other party can finish writing smoothly under normal circumstances, and set the time for about 10 minutes. □Handling of records (1) Generally, when one's own answers are recorded, they answer questions without thinking. There are also people who are unwilling to answer because they are recorded. Therefore, they should explain to the other party that their answers are absolutely confidential. its understanding. (2) If the respondent still refuses to answer because of the record, he should give up the record and keep it in his mind, and make a quick record once he leaves. (3) If you have no objection to making records, you can take out the question book, indicating that the investigator will not add his own opinions, but record his answers as such. (4) Recording and handling of selective answers. (5) Recording and handling of free answers. The previous question should explain its purpose to the other party, and after gaining understanding, ask for an answer. (6) Really listen to what is said, and record it quickly and surely. (7) Avoid missing records. Trying hard to ask for an answer, the other party also answered sincerely, but due to the investigator's inattention, the record was missed. All efforts were in vain, resulting in an incorrect investigation. This is a big mistake for the investigator. (8) Individual matters. Gender of men and women, occupation type, age, income level, family relationship, education level, property relationship, etc. must be well recorded and kept strictly secret. (9) After the investigation is over, you should express your gratitude for taking up the precious time of the other party, and guarantee absolute confidentiality, and hope to assist in the future. (10) According to the above items, the investigation is probably over, but the work of the investigators does not end here, and the following arrangement must not be neglected on the day: 1. Organize the answer sheet. 2. Make the observation record of the respondent. 3. Organize the survey object table. 4. Competitor investigation □ Grasp information from competitors' movements (1) Although there is no change, if you do a careful analysis, you will have some in-depth discoveries. (2) Credit investigation of competitors. (3) Keep close contact with competitors and make speculations based on several known factors. □ Grab intelligence from competitors' business status (1) The business status is the first step to grasp the real business status, which is easy to grasp from the appearance. (2) The benchmarks for judging the business status can be roughly divided into: 1. Business status. 2. Relationship with trading accounts. 3. Transaction conditions and payment status. 4. Relationship and evaluation with the transaction bank. 5. Performance status, etc. □Grasp information from the perspective of competitor accounting (1) If you want to grasp information from accounting, the premise is to be able to get the profit and loss statement. (2) Try to make competitors show their business strategies. (3) Prior to this, at the beginning of the transaction, the delivery of the profit and loss statement in the profit and loss period should be confirmed and the rules should be clearly established.All members should have this concept to implement. (4) If the profit and loss statement cannot be obtained, it can also be speculated from a lot of information. (5) If the payment period is long-term, there must be careful inspection and tracking. (6) It is necessary to truly abide by the payment conditions that have been bound. (7) Based on the profit and loss statement, conduct financial ratio analysis and profit and loss statement analysis. □Analyze the status of competitors' assets and obtain intelligence (1) From the loan report form, it can be known that assets include current assets and fixed assets, and fixed assets can be further divided into tangible fixed assets, intangible fixed assets, investments, etc. (2) If you can get the financial statement, you can make a judgment from the figures. (3) The only thing that can be measured externally is the stock of goods.It is not only necessary to look at the actual inventory, but also to check the situation of its purchase and shipment. (4) Analyze whether the competitor has collateral for its guarantee. □ Applicable Form for Competitor Investigation 5. Applicable forms for market research Table 21-1 Market Research Report Form Survey date: survey content: Survey object: investigation method: situation: trend: Statistical Notes: Illustration: Competitor Trends: Survey opinion: Table 21-2 Market research plan Survey Goals Considerations Methodology Design Schedule Schedule Use Manpower Budget Table 21-3 Survey and estimation of total market demand Survey Unit: Year, Month, Day Summary product name classification performance year-by-year remarks statistical data sales index sales index sales index continued table summary product name classification performance year-by-year remarks statistical data sales index sales index sales index statistics sales index sales index sales index boom trends competition The trend of the relationship The focus of the company's sales policy Table 21-4 Competitor survey form Name of region Name of meeting Date of review Date of competition Vendor name Company address Factory address Name of business personnel Education, age Service hours Continuation Salesman's eloquence Marketing ability Salesman's impression to customers Business policy and practice Remuneration Sales object Agent name Product type (special specification) Product performance Product quality Product price Market share Other special people, events, places, thing, time Table 21-5 Market Price Survey of Interbank Products year month day Product name, specification, brand, unit price, source of price, according to (invoice or person in charge) criticism of quality and price Sales Supervisor: Tabulation: Table 21-6 Distributor Survey Form Distributor name, nature of property rights, registered address, phone number, place of business, phone number, name of property owner, phone number, business policy Continuation Person in charge Name Title Telephone Business Varieties Sales Income Assets Establishment Date Funds Number of Employees Operating Ability Number of Stores Number of Operators Quality Geographical Distribution Inventory Status Employee Quality Subordinates Network Cooperation Intent Cooperation Manufacturer Cooperation Way Delivery Service Local Market Position Ranking No. Assembly Strength Reputation Ranking No. Promotion Method Plan Target Promotion Investment Cooperation Time Industry Evaluation Support Conditions Comprehensive Evaluation Investigator: Date: Table 21-7 List of surveys on retail stores Region Year Month Day Serial number, road name, store name, phone number, detailed address of the owner, type, presence or absence of this product, sales price of competing brands Channel Remark Type: ◆Tequ ☆Large shopping malls ★Chain supermarkets □Wholesale 1. Market Analysis Report The market analysis report is a scientific and realistic market environment analysis based on the market survey and after analyzing and researching the survey materials.The market analysis report includes the following contents and steps: (1) Market analysis 1. Market conditions Analyze the current market conditions and potential capabilities of the future market, market development trends, factors of consumer purchases, etc.Therefore, for a company's products, whether it can find an optimal combination point and discover a huge market opportunity, market analysis is very important. 2. Brand status Brand status of similar products currently on the market, and distribution of consumer groups of each brand.Analyze the problems existing in the market and provide opportunities for products to enter the market. (2) Consumer analysis 1. Scattered consumers Analyze the characteristics and consumption tendencies of such consumers when purchasing products. 2. Large consumer groups The current situation of using similar products by mass consumer groups, as well as the characteristics and consumption tendencies of purchased products, try to meet the various needs of different consumers. (3) Determination of the target market After careful market research, determine the company's target market. (4) Product positioning Whether the company's products are positioned for mass consumption or mid-to-high-end commodities must be accurately positioned. (5) Determine the marketing mix strategy 1. Products According to the consumption characteristics of consumers, marketing strategies must be made in line with the consumption characteristics of consumers from product quality to product packaging. 2. Price Which price strategy to adopt should be based on market demand and the characteristics of the product itself to make a reasonable price. 3. Advertising and promotion strategy According to the characteristics of the product, choose the appropriate advertising media and publicity strategy, establish the product image, and expand the product's popularity. 4. Determine sales channels Whether to use the direct sales channel or the distribution channel must be selected according to the characteristics of the product and the purchasing characteristics of consumers. 2. Market Forecast Report (1) Overview of Market Forecast Report 1. Market forecasting is a method of in-depth investigation of the past and current situation of the market and scientific speculation of market demand in accordance with objective economic laws and based on the specific information that has been mastered.The market forecast report describes the market forecast results and reflects the market development trend. 2. Types of market forecast reports. The types of market forecast reports include short-term forecast reports, medium-term forecast reports and long-term forecast reports. (2) The writing process of the market forecast report 1. Steps The writing of the market forecast report requires a lot of preparatory work before writing: (1) Determine the forecast object and forecast time period. (2) Formulate survey items and collect relevant information. (3) Choose the method of market research and market forecast. Market research focuses on the past and current situation of the market, while market forecasting focuses on the future development and changes of the market.Market forecasting methods usually include the following: ① Empirical prediction method The experience prediction method is further divided into the collective opinion method and the expert opinion method. ②Statistical analysis method It is mainly to use the historical statistical data of relevant aspects, use the relationship of mathematical equations, abstractly describe the investigated entities and their mutual relations, and carry out forecast calculations, focusing on the combination of systematic, continuous, reliable, qualitative research and quantitative analysis To evaluate and identify the prediction results.The purpose is to seek the trend of development and change by analyzing the causal relationship between various changing factors, so as to predict the future development prospect. ③Correlation Analysis and Prediction Method Correlation analysis forecasting method is to predict the development trend of the future market by analyzing the quantitative relationship of various factors affecting commodity circulation. (4) Organize, summarize and summarize the investigation results. Organize, summarize, sort, and summarize the collected survey results, use various analysis methods, compare, weigh, and demonstrate for all survey results from different aspects, and point out the pros and cons of each result for the final determination The conclusion of the market forecast provides a basis, and finally the most convincing conclusion of the market forecast is selected. 2. Method The writing of the market forecast report should be determined according to the specific forecast content, and it is impossible to frame it in a unified form when expressing it.Usually, a market forecast report is composed of title, preface, body, conclusion and signature.In the actual writing process, some choices and changes can be made according to the needs. (1) title The title of the market forecast report is summarized by unit, time and main content.For example, "Analysis of my country's Grain Market in 1994", in which "1994" is the time, and "Analysis of my country's Grain Market" is a summary of the content, omitting the unit of forecast.The title of the market forecast report can also be composed of unit, main content and language.For example, "XX Factory's Forecast of Rice Cooker Market Supply and Marketing", in which "XX Factory" is the unit, "Rice Cooker Market Supply and Marketing" is the content, and "forecast" is the language. (2) Preface The preface in the market forecast report, under normal circumstances, is the object of the forecast, which often reflects the content of the market forecast report. (3) Text This is the main part of the market forecast report. It should describe in general, analyze the items, analyze the history and current situation in general, predict the prospects, and make suggestions.It usually includes the supply and demand history and current situation of the forecast object; market prospect forecast; marketing strategy, countermeasures and suggestions for the future market of the product. (4) ending The end part reflects the countermeasures and suggestions of the market forecast report.These countermeasures and suggestions, whether they are abstract strategic ideas or specific countermeasures, must address the specific problems of the forecast and explain the conclusions of the market forecast or the intention of the countermeasures. (5) signature Signature section of market forecast report, including signature and date.The name should indicate the name of the unit or the name of the author at the bottom right of the text.The date should be written next year, month, day, and written below the signature.Although the inscription is simple, it cannot be omitted, and its function is mainly for future reference. 3. Precautions (1) Focus on investigation and research It is very important to have a large amount of first-hand information comprehensively. If the investigation is not in-depth and meticulous, the key issues are not grasped, or the information obtained is incomplete and unreliable, all of which may make the prediction results inaccurate. unreal. (2) Pay attention to data analysis After the market research work is over, the writer has certain writing materials or factual data, and should sort out, verify and analyze the data.The first step is to sort out and compare the data collected by the survey with mathematical statistics methods and tools, and make charts; the second step is to conduct qualitative and quantitative analysis based on the charts obtained after sorting and analysis. (3) Strive to express accurately The market forecast report should accurately and concisely summarize the historical evolution and actual existence of a certain aspect of the market economy, and describe the future economic trend. 3. Applicable form for market analysis and forecast Table 21-8 Product Marketability Analysis Table Product Name Launch Date Sales Year Profit Rate Market Share Price Quality Appearance Competitive Product Competitive Product Difference Product Improvement Status Others Table 21-9 Analysis Table of Enterprise Information Sources Table 21-10 Enterprise consumer intelligence analysis table Table 21-11 Analysis of Changes in Consumer Awareness zero total Changes in Consumer Awareness Key Priorities Companies Response Key Priorities Changes in the social structure of zero consumers (aging society, feminist era, youth society, international society, small family, individual society) Zero changes in consumer life awareness (Emphasis on personal life, emphasis on individuality, egoism) Zero change in consumer life value (Women attach importance to work, cultural promotion, health orientation, leisure orientation, gourmetism) Zero Company's Response Analysis Table 21-12 Analysis table of best-selling products of enterprises Product Name: Condition Item Content Store Condition Area Near the Station Near the Railway Line Store Large Department Store General Market Grocery Store Customer Condition Hours Weekday Business Hours Holiday Business Hours Age Group 10 Years Old 20 Years Old 30 Years Old 40 Years Old 50 Years Old and Above Product Conditions Best Sellers Product Category Product Quantity Sales Counter Layout Sales Counter Environment Commodity Features Packaging Quality and Price Survey Comments on Sales Staff Comments on Store Managers Survey on Consumers Table 21-13 Product Marketing Analysis Table Product Analysis Quality Category Description Function Quality Level Appearance Durability Failure Rate Use Difficulty Competition Analysis Brand Price Level Quality Appearance Service Reputation Price Product Name Cost Item Raw Material Cost Auxiliary Material Cost Labor Cost Manufacturing Expense Market Dynamics 1. Customer evaluation 2. Customer change status Evaluation of total cost profitability of manufacturing cost period expenses