5 market research report template
1. Market research report template
Chang Di Road, Bailong Road and Xinbuqiao-the "passionate collision" of the three dragons-have "merged" into a "golden triangle" of Haidian Island, and the Baisha vegetable market located next to this "triangle" has become an indispensable "material life center" for residents in this area by virtue of its superior geographical position. People can not only buy three meals a day here, but also buy other necessities in the commercial street of the market. From a vegetable market to a small market to today's large-scale market, it has promoted the rise and development of restaurants, tea shops and barber shops, thus forming a commercial street next to the market. It is precisely because they complement each other that they greatly meet the daily material needs of local residents. Therefore, for local residents, the business circle centered on Baisha vegetable market has occupied an extremely important position in their daily life, and Baisha vegetable market is still a bright pearl in residents' material life. I. Market environmental sanitation
Food and beverage outlets located in vegetable markets and commercial streets, including some small breakfast stalls, provide breakfast for most local residents, so the hygiene and safety of these food and beverage outlets are very important. However, according to the author's understanding, except for tea shops and some medium-sized food shops, the sanitary conditions of other small stalls are worrying: some production environments are dark and humid, the equipment is simple, and the sanitary conditions are obviously not up to standard; Some dining environments are in downtown areas, and the safety and hygiene of food cannot be guaranteed. The health management of the main market has been well done and has been armed to "land, sea and air". On the "vast" ground, many criss-crossing ditches have been dug artificially, like a huge fishing net laid on the ground. The roof of the vegetable market is assembled by several huge aluminum plates, and a long and narrow U-shaped groove is connected under each side of the "eaves". The notch is facing the underground drainage pipe. Such a steep decline, whether from the ground "hordes" or from the sky "heavenly soldiers and heavenly generals", has been surrendered by the two "dragons" taking off between heaven and earth. The timely discharge of sewage avoids the breeding of mosquitoes. It is particularly worth mentioning that the vegetable line configuration of the vegetable market. According to the principle of "pollution from less to more", the first entrance is non-staple food that hardly produces garbage, such as condiments, eggs, soybean milk and so on. Next are vegetables, meat, fish and live birds. The reasonable distribution of food lines not only reduces the polluted space, but also greatly facilitates people to buy goods.
Second, market management and security.
In order to reduce the flow of cars and goods entering the vegetable market and facilitate residents' shopping, a parking lot was built at the same time as the establishment of the vegetable market, and other entrances were set with crossbars to prohibit vehicles from entering. Opposite the parking lot are the market office and the security office. It plays an important role in handling disputes between the two sides and protecting people in the market, and is an "iron warrior" to maintain market order. However, under the seemingly in-place market management, there are many obvious security risks. Behind the food line, there is an open space equivalent to a row of stalls. But there are neither fresh vegetables nor delicious cooked food here, but woven nets, baskets and plastic buckets are piled up in a mess. These flammable materials often pile up more than people's heads. This dead corner of the market has naturally become a "paradise" for mosquitoes and flies, and there is a fire hazard. But I don't know if the marketing managers realize this. Once a fire breaks out, the vegetable market can instantly become a "hell" on earth. And if one day you really have to face a sudden disaster, the fire extinguishers that people are most likely to think of at this time are only found in the obvious position of the market. Security risks exist not only in the market, but also above the market entrance, and the wires are mixed together in disorder. Some wires are wrapped in thick insulating tape in many places, which shows that these wires have long been aging. The installation height of the main switch box at the entrance of the vegetable market is too low, and it is adjacent to a grocery store. "Fire" is so close to "gunpowder" that the danger is imminent.
In addition, there is still electricity waste in the market. The lights in the market stay on until after 9: 30 in the morning every day. The extensive use of plastic bags is another chronic disease in the market that needs to be cured urgently. The price of plastic bags used in the market is generally between × yuan, which is relatively low, but it is not an environmentally friendly product. Especially colored plastic bags are more harmful to food. However, almost all residents who buy three meals a day can only use colored plastic bags to package the food they buy.
Third, healthy eating.
Summer in Hainan is very long. Every summer, the sun always "approaches" us. The long and hot summer is the time consumed by human beings. In summer, when the temperature is high, people sweat more and drink more water, the gastric acid is diluted, the secretion of digestive juice is relatively reduced, and the digestive function is weakened, resulting in loss of appetite. In addition, people are greedy for cold food in hot days, which is easy to cause gastrointestinal dysfunction. Therefore, the choice and collocation of summer food is particularly important, and food should generally be light, bitter and cold and easy to digest.
According to the author's observation, with the arrival of hot and summer weather, the sales of melons, vegetables, fish, ducks and other foods in the vegetable market have increased significantly, and residents have chosen more foods that are conducive to relieving summer heat during this period.
Fourth, the future planning
If Baisha vegetable market wants to get better development, the first thing to be solved is the safety problem. In view of the security risks and management loopholes mentioned above, the author puts forward the following solutions.
"Rest assured diet"-Although most food stores and tea shops are in commercial streets, they are not under the jurisdiction of the market. However, as long as the market strictly controls the quality of its own restaurants, provides customers with a clean and tidy dining environment and creates better dining conditions than foreign restaurants, more residents can be attracted to eat here, and restaurants in the market can also let customers eat a nutritious and high-quality breakfast.
"Safe shopping"-this should be based on "standardizing the behavior of stall owners", and stall owners are not allowed to litter rotten vegetables and leaves; Butchers are not allowed to leave knives, boards and other dangerous goods in disorder. In short, the market should regulate the behavior of stall owners according to the characteristics and actual situation of each industry. As for the market itself, it is also necessary to regularly inspect and maintain the building structure and facilities of the vegetable market. In addition, the market can also purchase environmentally friendly plastic bags in a unified way to reduce the use of colored plastic bags. The cost can be shared equally by the market and the stall owner, so that both the stall owner and the market are responsible for consumers and create a good trading environment.
In addition, the vegetable market can also launch a software offensive: set up a publicity column in the market. Focus on introducing some common sense of life to customers, such as fire prevention and safe use of electricity, and always put the topic of home safety first; The market can also remind consumers to buy suitable food according to seasonal changes; Teach you a hand, kitchen time, etc. , you can put it on the bulletin board. There is only one purpose, that is, let the vegetable market take the road of "being close to the people", be closer to the daily life of ordinary people, and win the favor of more consumers.
The upgrading of hardware and the creation of "software brand" can not only keep Baisha vegetable market as a "material life center", but also make this pearl more dazzling!
2. Market research report template
I. Survey Object, Time and Scope The survey on the sales of Xiayi liquor market lasted for 9 days, covering the urban area of Xiayi County and 26 townships under its jurisdiction.
Second, the method of investigation.
According to the swot questionnaire, the strengths, weaknesses, opportunities and risks of Xiayi liquor market were explored in many aspects by means of general survey, statistics, key sampling, data collection, face-to-face communication between hotel owners, face-to-face communication between promoters, data and survey data sorting and analysis, and information inquiry. The forms of carrying out these tasks are: planning villages and towns for two days, starting at 7: 00 in the morning, holding maps, forms, manuscript papers, etc. When communicating with the channel, take the way of on-site recording and vehicle recording, then discuss and analyze the authenticity of the recorded information on the way, and sort out the information at night.
The survey method of Xiayi urban area is to discharge the sea first. Grasp the local market initially. Then, in the way of supermarket in the morning and hotel in the afternoon, we will make a general survey of the terminals in each street one by one, communicate directly with the terminals above Class B, understand the market situation in Xiayi, and spread our determination to them with a firm attitude. In urban areas, it is also based on daily data, and it is analyzed every day, including information.
Third, the purpose of the investigation
1, master the liquor sales in Xiayi market;
2. Understand the channel characteristics and consumption habits;
3. Finding the right time for Xiayi's "Shili Wine Lane";
4. Lay a foundation for attracting investment and conquering Xiayi market;
5. Find out the problems existing in the sales of Xiayi wine (regional brand awareness, channel dissatisfaction, etc.). ).
Fourth, the content of the investigation
1, competing products (promotion, price, method)
2. Consumption characteristics (preference, brand loyalty, etc. )
3. Differences in urban consumption.
4. The characteristics of liquor sales in urban channels.
5. Current situation of local distributors (agency brand and company size)
6. Characteristics of liquor sales in hotels and supermarkets.
7. Competition in the form of selling wine in the channel.
8. Publicity media (price, method, time, etc. of competing products promotion. )
9, focus on mastering the brand is equal to my brand (shoulder to shoulder)
Verb (abbreviation of verb) market overview
Xiayi is located in the southeast of Shangqiu City, Henan Province. The population of the county is 1.53 million, including 1.36 million in the urban area and 1.48 million in the villages and towns. The traffic radius of each township is within 23 kilometers, and the road conditions are good. There are two big towns in Xiayi, Huiting and Station. The consumption level of these two towns is almost close to that of urban areas. There are five factories in Huiting Town, all of which are close to both sides of the national highway in yongcheng city. There are many Muslims in the town, and there are three second-batch merchants in big towns. "Doll Supermarket" is one of them. Mainly engaged in Liuyang River, supplying hotels and retail outlets in the town, including surrounding small towns. The total population of the town is 1.6 million, the largest in the town. The other is Station Town, which is close to Yucheng County. There is a railway station in the town with a population of more than 8,500. There are four second-batch merchants in the town, and the total amount of wine sold each year is close to 10 thousand pieces. Among them, Maoyuan Liquor has a good local network. According to his own reflection, he can sell nearly 10 thousand pieces every year, and there are few participants. Villages along the highway between Station Town and Yangji Town are edible fungi production bases in Xiayi County, and nearly 50 enterprises (foreign capital) have been formed, with a high economic level. There is a liquor franchise store and a Class A supermarket in the town, and there is also a hotel providing accommodation and catering in Station Town. There are four better hotels in the town, with an average daily turnover of about 1500 yuan; In the county, there are two market towns, one in the south and the other in the north; The consumption of these two towns has a great influence on the surrounding areas, because on the one hand, their economic level is relatively high, on the other hand, their coverage is wide and there are few small gatherings around them, which can form a popular trend. Through interviews and information reflected by bosses, these two towns can basically represent the consumption characteristics of more than 70% townships in the county. Of the 26 townships, two are close to the county seat, one is Chengguan Town and the other is Caoji Township. There are also relatively good towns and villages such as Guodian Township, Jiyang Town, Huodian Township and Wang Ji Township, which are the basic profiles of towns and villages. In addition, every township has a Fidelity supermarket chain.
In Xiayi, there are two main roads and a market street in the north and south of the county, and there are hotels, supermarkets and food wholesale industries. There are four main roads from east to west, such as North Ring Road, Kangfu Road, Xianfu Road and Renmin Road. Among them, Xianfu Road and Renmin Road are the most prosperous sections, and they are also the concentrated areas of administrative units and large supermarkets. Clothing, it industry, hotels, etc. In the southwest corner of the county seat, there is a village called Fengyuan, which is close to Chenghu Lake. It is an area where ab hotels are concentrated. There are 26 hotels, and people are quite prosperous. Hotels above Grade B in the county are located in North Ring Road, Kongzu Avenue and County Road, and there is a larger hotel-Kongzu Hotel, which integrates catering and accommodation at the intersection of Changsheng Street and North Ring Road. There are 7 hotels in China Garden, Family, Jinweiyuan, Xiangsihai, Sunshine Store, Zhenyuan Spine Road Xiaomian, Xiaodongbei, and 10 rooms, all of which are above A-level hotels in the urban area, and the business is very good. The larger supermarkets are Shanghai Hualian, Tianguan Chain, Bingzhonghong, Li Kelong and Su Guo, and the last three are shops. There are 365,438+06 township terminals, including hotels, and 89 of them focus on investigation and communication. The number of urban terminals includes 156 supermarket chain and 128 hotel, including 8 Class A terminals and 120 Class bcd terminals, excluding 46 night markets, Renmin Road and Kangxia Road. The total number of terminals is 646. There is only one wholesale market "Pedestrian Street" in the county, which deals in tobacco, alcohol, daily chemicals and non-staple food. This is the general market situation of Xiayi.
3. Market research report template
Investigation time: June 22nd, 20xx.
Survey location:
Suzhou.
Investigation items:
Suzhou air conditioning sales.
Suzhou Guanqian Street is the economic and cultural center of Suzhou, adjacent to hundreds of Chinese and foreign merchants, with rich commodities and distinct consumption levels. The scenery of old brands remains the same, and new businesses are pouring in. The daily passenger flow of Guanqian Street is nearly 6.5438+0.2 million, reaching 350,000 at the peak of holidays. The turnover here has increased rapidly by 25%.
With Yongle, Suning, Wuxing and other home appliance franchise chains entering the Suzhou market, the sales pattern of home appliances in Suzhou has quietly changed, which has changed the situation that traditional large department stores have occupied a dominant position in the field of home appliances for a long time. However, Suzhou People's Shopping Mall Co., Ltd., Suzhou Shilu International Shopping Mall, Suzhou Changfa Shopping Mall and Suzhou Taihua Shopping Mall are still the first choice for consumers because of their good reputation, beautiful environment and a large number of comprehensive goods.
According to statistics, the household air-conditioning penetration rate in Suzhou is over 45%, and the air-conditioning market capacity in Suzhou this year is nearly 600 million, which shows that there is still a lot of room for development in Suzhou air-conditioning market.
This year, the whole air-conditioning market in Suzhou presents a balanced trend of "not weak in off-season and not prosperous in peak season", which is closely related to the rationalization of household consumption. The air-conditioning sales market has been hit by some home appliance franchise stores, among which Suning, Yongle and Wuxing, Suzhou People's Shopping Mall Co., Ltd. and Suzhou Shilu International Shopping Mall are good at department stores. The sales volume of Suning air conditioner is slightly better than that of other businesses. Generally speaking, the share of chain stores is higher than that of department stores. Basically, their market share ratio is 60%: 40%.
Consumers in Suzhou first consider the brand when choosing air conditioners. Some high and mid-range products are generally popular, and brand means quality and after-sales service. At present, domestic brands such as Haier, Midea, Shinco, Oaks and Gree occupy about 60% of Suzhou air-conditioning market. According to the sales data of major franchisees and commercial buildings, Haier ranks first in Suzhou air-conditioning market, accounting for about 19% of the market. The main reason lies in its high brand awareness and good after-sales service. Followed by the United States, accounting for about 16% of the market share. Shinco and Oaks also performed well in Suzhou market, each accounting for about 10% of the market, while Gree's sales in Suzhou were acceptable, accounting for 5% of the market.
In addition, Samsung Air Conditioning, a local brand in Suzhou, performed well this year, but due to the late start of Samsung Air Conditioning, the total share of the whole year was relatively low. At the same time, we also found that the sales of Chunlan in Suzhou market are not ideal, which may be related to consumers' cognition of the brand.
4. Market research report template
I. Survey Sample Information In this malt market survey, Tiandi.com Information Center of China Chinese Herbal Medicine collected 30 market questionnaires, including 5 invalid samples and 25 successful samples, with an effective rate of 84%. Effective samples can reflect the overall actual situation of the survey.
Two. Detailed investigation results
1, the spread of malt management ideas
Of the 25 valid samples obtained in this survey, *** 1 sample was selected, accounting for 4%; 23 samples were selected for "normal operation", accounting for 92%, and/kloc-0 samples were selected for "warehousing", accounting for 4%. For the management idea of malt, the proportion of people who choose "normal management" is higher than that who choose "storage-oriented", which shows that the variety is currently in Bozhou market, and the respondents prefer the "sales-oriented" business model except those who choose "normal management".
2. Logistics distribution in the current malt market.
The movement of commodities in the market segment reflects the changing trend of malt market to some extent. In this survey of commodity flow in the market, it is considered that the merchants with fast commodity flow rate account for 0%; 92% of merchants think that the current commodity flow is average; 8% of merchants believe that the current flow of goods is slow. As for the current delivery speed of goods in the market, most of the respondents think that the current delivery speed of goods is at a general level, and there is no obvious difference between the ratio of "fast" and "slow". It can be inferred that the current delivery speed in Bozhou market is at a normal level compared with the same period last year.
3. Current market evaluation of malt
In this survey of the current malt market, 8% of merchants think that the current market is better than expected; 4% of the merchants think that the current malt market is worse than expected; 88% of the merchants think that the current market of malt is similar to that expected. Among the merchants dealing in malt in the market, the respondents in Bozhou market think that the current market is almost the same as expected, and the proportion of "better than expected" and "worse than expected" is not much different, and the overall evaluation of the current market tends to be general.
4. Expectation of malt market prospect
In this malt market outlook survey, merchants who are optimistic about malt market outlook account for 8%; Businessmen who have a flat attitude towards the market outlook account for 88%; Businesses that are bearish on the market outlook account for 4%. The expectation of the market outlook of this variety is the most important factor to determine the market behavior of middlemen. The survey results show that the respondents in Bozhou market hold a balanced view of the future market, and most people think that the future market will be the same as it is now, and there will be no significant fluctuations in the market.
5. Market research report template
1. Purpose of the survey: advertise products for vacant positions in newly-opened supermarkets, attract more customers to spend, advertise for supermarkets, and let more people feel the convenience and benefits brought by supermarkets. Supermarkets should put billboards in those positions, and those positions are not needed, which will lay the foundation for better development and product advertising of supermarkets in the future.
Second, the problems to be solved after the investigation:
1. Is it worthwhile to do this survey?
2. How to design the scheme to achieve the required research objectives?
3. How to do further research?
Third, the investigation time:
20xx，xx，xx，xx，xx，xx。
Four. Survey location:
Xx supermarket
Verb (abbreviation of verb) Survey content:
Investigate the internal layout of supermarkets, shelves, promotional items, promotional advertisements, consumer groups, consumption grades of goods areas and outdoor advertisements of supermarkets.
After investigation, it is found that the use of open space in supermarkets is unreasonable and wasteful, and advertisements such as strong face, losing cards and leaning on the body are not used reasonably to promote consumption. The information of some items is unclear, the promotional advertising area is too small, the information is incomplete, and there is no special person responsible for management, which feels very chaotic. Unreasonable placement of goods has no artistic sense, does not attract customers' attention, does not attract customers' desire to buy, and fails to achieve the purpose of promoting consumption. Service is also an important job of supermarkets. Shopping in the supermarket is a kind of independent consumption, but sometimes it needs the explanation and recommendation of the salesman. Consumers feel that enthusiastic service will also promote consumption.
It is also found that the regional division of goods is not clear enough, and the goods that promote consumption should be the daily necessities of ordinary people. For example, the advertisements I saw to promote alcohol consumption are also very expensive and do not meet the consumption level of ordinary people. From the perspective of the whole supermarket, the supermarket occupies a relatively large space, so there must be considerable advertising investment to promote all the goods. This advertising method can be done in many forms. First of all, there should be a brand-new advertising display board, which mainly introduces the concept of "advertising is a commodity", so that advertisements can be presented as commodities in supermarkets, and both buyers and sellers can see clearly, so that consumers can feel the promotion of marketing and the types and types of commodities.
For example, wall advertising has the following obvious advantages:
1, insist. Wall advertisement is a kind of outdoor advertisement. Generally speaking, it is published in different years, which has a continuous advertising effect during the release period, which is beyond the reach of traditional media advertisements such as TV and newspapers.
2. initiative. If you pass by, you won't miss it Whether you are willing to accept advertisements or not, you must accept advertisements as long as you pass by, and you can see them everywhere.
3. subjectivity. Advertisers can flexibly choose and target according to the actual demand of the market, so as not to cause unnecessary waste of advertising investment and increase the intensity and density of advertising in key markets.
4, the effect is good. Simple, intuitive, eye-catching and less disturbing wall advertisements have strong visual impact. Densely and repeatedly posting on the highway network can produce good visual impact effect and overall publicity atmosphere.
5. the price is high. At present, among all the forms of advertising carriers, the cost per thousand people of wall advertising is the lowest. Wall advertisement is a cheap way of publicity, and the production cost is low (almost no publishing fee) when advertising on the expressway network. In daily life, people can stop reading newspapers, watching TV and surfing the Internet, but shouldn't they travel? No wonder wall-based advertising is so simple and effective that it was once reused by the government, institutions and many well-known enterprises. Therefore, we have reason to believe that wall advertising will bring inexhaustible market sales power. You don't need to advertise in TV stations and newspapers, but you can advertise directly inside or outside the supermarket. Hang large posters on the exterior wall of the store, decorate and design inside the supermarket, and promote yourself. This not only beautifies the environment of the supermarket, but also attracts customers to buy. When new products enter the supermarket, holding a promotion exhibition can enliven the atmosphere of the supermarket and arouse customers' strong interest. Clever use of customers for promotion. To make customers unconsciously enjoy disguised promotional services, on the basis of good goods, good prices and good services, customers will definitely recommend them to friends around them. There are also posters and colorful pages that can be made at the entrance of the supermarket.
As a tactical means of marketing strategy, advertising must be able to embody marketing strategy in terms of concept, behavior, vision, personality and sustainability. From the process of marketing management, marketing strategy management can be divided into three stages, namely, marketing strategy planning, marketing strategy implementation and marketing strategy control. The persistence of advertising is an important symbol of the success of marketing strategy planning, implementation and control. Its print advertisements are based on the themes of "mature and more inclusive", "mature and more perfect" and "mature and more reliable", which comprehensively explains the functional characteristics of "full compatibility, clearer and stronger error correction". Because promotional advertisements make good use of visual expressions, attract consumers' attention, change consumers' attitudes, and make consumers accept products from the heart, thus achieving the benefits of advertising.
Just as a person's words and deeds reflect his accomplishment, every move, production, quality control and service of an R&D enterprise reflect the internal spirit of the enterprise. Therefore, in the marketing strategy of supermarkets, these behaviors should be vividly and orderly displayed in front of consumers, so that consumers can have a sense of trust in supermarkets and products. Advertising is an important way to inform these behaviors and truly realize the benefits of our advertising.
Finally, I want to describe the problems solved by this survey as follows:
1: It is worthwhile, mainly through the market demand and the supply of resources. Financing, profit. Investigate, analyze and compare from the aspects of technology and economy. Predict the possible financial and economic benefits and social and environmental impacts after the completion of the project.
2. According to this investigation report, make a comprehensive analysis, comprehensively analyze the advantages and disadvantages of the advertising market, and make a comprehensive and feasible plan.
3. According to this survey report, we conducted an in-depth investigation through questionnaires and other methods to further analyze the feasibility of advertising display.
As a newly-opened supermarket, it is worthwhile to do such investigation and research, which is of great help to the long-term healthy development and promotion of the supermarket in the future and helps to publicize the popularity of the supermarket.
Summary:
After investigation and study, the development of advertising market tends to be diversified, and the content of science and technology is increasing day by day, which plays an indispensable role in establishing brand image. In today's economic globalization, advertising information plays a leading role. Advertising has been loved and recognized by the public, and it has become a part of people's lives, and it is also an important means for enterprises to market goods. I think it is necessary and practical to hold an advertising exhibition.