First, the preparation stage before the investigation. Make a preliminary analysis of the information provided by the enterprise, find out the symptoms of the problem, make clear the focus and scope of the investigation topic, select the most important and needed survey object, and make a market survey plan. It mainly includes: the contents, methods and steps of market investigation, the feasibility of investigation scheme, budget, investigation time, etc. ?
Second, the formal investigation stage. There are many contents and methods of market research, which vary with enterprises and situations. ?
The content of market research, taken together, can be divided into four categories:
1, market demand survey, that is, to investigate the total sales volume of enterprise products in the past few years, the current market demand and its influencing factors, especially focusing on purchasing power survey, purchasing motivation survey and potential demand survey, the core of which is to find market opportunities. ?
2. Investigate competitors, including their basic information, competitiveness, business strategy, new products, new technology development and after-sales service, and pay attention to potential competitors. ?
3. Investigate the implementation of the enterprise's business strategy decision, such as product price, sales channels, advertising and promotion, product trademarks and packaging, existing problems and improvement. ?
4. The investigation of policies and regulations, the change of government policies and the implementation of laws and regulations all have great influence on enterprises, such as tax policy, bank credit, energy and transportation, industry restrictions, etc. It is of great significance to enterprises and products, and it is also an inseparable part of market research. ?
The methods of market survey can be divided into two categories: statistical analysis research method and on-site direct survey method. Statistical analysis research is a method to study all kinds of data indoors, and its premise is to systematically study and analyze the existing statistical data and survey data. Generally speaking, this method is widely used in the market investigation of production materials, while the market of consumption materials is mainly based on field investigation. On-site direct investigation can be divided into three types: ① Inquiry method, including face-to-face inquiry, group inquiry, telephone inquiry and letter inquiry. (2) Observation method, including sales site, production site, use site and home site observation. (3) Test method: Put some products on the market for trial sale, and see the consumers' reaction, so as to check whether the varieties, specifications, colors and styles of the products are appropriate and whether the prices are moderate. ?
Third, the stage of comprehensive analysis and arrangement of data. When the statistical analysis and direct field investigation are completed, market researchers have mastered a lot of first-hand information. First of all, these materials should be edited, all relevant and important materials should be selected, and those without reference value should be eliminated. Then these materials are grouped or classified to make them into some kind of standby form. Finally, the relevant information will be displayed in an appropriate form to illustrate the problem or find a typical one. ?
Fourth, put forward the investigation report stage. After a comprehensive analysis of the investigation materials, an investigation report can be written according to the purpose of the investigation and the investigation conclusion can be drawn. It is worth noting that investigators should not regard the survey report as the end of the market survey, but should continue to pay attention to the changes in market conditions in order to test the accuracy of the survey results, discover new market trends, and lay a good foundation for improving future surveys.
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