In order to make the company better serve customers, increase the company's sales, increase market share, * * * improve enterprise management and company system, and make the company's product quality, product specifications, delivery and service meet customer requirements, this market survey is conducted. This market survey will focus on three aspects: hospitals, clinics and pharmacies.
Second, the purpose of the investigation
1, which provides an objective basis for the operation planning scheme of generic drugs.
2. Provide objective basis for expanding the sales of products and agents and increasing market share.
3. Provide the basis for introducing the best-selling terminal varieties.
Specifically:
(1) Understand the generic drug market in Xinyu.
(2) Understand Xinyu's main competitors, their advertising strategies and sales strategies.
(3) Understand the drug use views and habits of end customers in Xinyu area.
(4) Understand the opinions and requirements of customers who have cooperated in Xinyu area and the reasons why customers who have not cooperated have not cooperated.
(5) Understand the implementation of rural integration in Xinyu area.
(6) Understand the possibility of pharmacy purchase and sale alliance and pharmacy joining.
Third, the content of market research
(1) health care center
1. Implement rural integration.
2. Proportion and sales volume of essential drugs.
3. Main purchase channels, average monthly purchases, etc.
(2) Clinic (Health Center)
1, main purchase channels, rebate situation.
2. Monthly purchase volume, popular varieties and medication habits.
3. Competitors, their advertising strategies and sales strategies.
4. The opinions and requirements of the customers who have cooperated and the reasons why the customers who have not cooperated have not cooperated.
5. What are the main factors affecting cooperation and quantity?
(3) Drugstore
1, the feasibility of pharmacy purchase and sale alliance.
2. The feasibility of pharmacy joining.
3, the main purchase channels, rebates, competitors, competitors' advertising strategies and sales strategies.
4. The feasibility of direct supply by the company according to the purchase price and the distribution mode of the salesman.
Fourth, market research methods.
Methods Interviews were the main methods, supplemented by questionnaires.
Verb (abbreviation of verb) market research procedures and arrangements
The first stage: making the market survey plan (June 6th)
The second stage: the implementation stage of the plan (from June 6th to June 6th).
The third stage: research and analysis (June 10 to June 1 1)
The fourth stage: the declaration stage (June 1 1 to June 13).
Intransitive verb budget
1, and the cost of dispatching cars is about 150 yuan/day.
2, meals per person per day in 30 yuan.
3. Other expenses are around 50 yuan every day.
Market research project planning model (II) I. Preface
With the development of network technology and the change of people's consumption concept, more and more people choose to buy what they need through the network. In order to understand the online shopping situation of college students in this campus and their views on online shopping, this survey was carried out.
Second, the purpose of the study
Through this survey, I have a preliminary understanding of the online shopping situation of college students in our school and their views on online shopping. At the same time, through the hands-on and joint efforts of our team members, we can improve the hands-on ability of team members and the ability to communicate with strangers.
Third, the content and scope of the investigation.
1. Understand college students' cognition and consumption of online shopping.
2. Investigate and analyze the main factors and consumption channels that affect college students' online shopping.
3. Investigate and analyze the factors that affect its sales, such as price, packaging and promotion.
Fourth, research principles and methods
1, using the questionnaire survey method:
Design a questionnaire about the information needed in the survey, and collect the information needed in the survey from the respondents through face-to-face interviews. The number of questionnaires is initially set at 150, and the content of each questionnaire is standardized and unified, and the investigation process is strictly supervised. After the investigation, the questionnaire was carefully examined and an effective questionnaire was screened out.
2. Investigation process:
Interviewers bring questionnaires to the place where the samples are located, and conduct random interviews with those who meet the requirements to ensure that the interview results are true and effective. During the interview, you are not allowed to give the interviewer any hints or other words and deeds that change your original intention, and be warm and polite to the interviewer.
3. Input and analysis of survey data:
The information in the valid questionnaires in the recycling questionnaire was preliminarily sorted out and counted. After statistics, analyze the data in detail and form a written report.
Research progress and budget of verb (abbreviation of verb)
1, research progress:
(1), the first stage: determination of the overall scheme.
(2) The second stage: preliminary market survey.
(3) The third stage: the planning stage.
draw up a plan
Examination and approval plan
Confirm the modification plan
(4) The fourth stage: the questionnaire design stage.
Questionnaire design
Questionnaire adjustment confirmation
Questionnaire printing
(5) The fifth stage: the investigation implementation stage.
Conduct a questionnaire survey
(6) The sixth stage: data processing and analysis stage.
statistics
data analysis
(7) The seventh stage: the report formation stage.
write a report
2. Budget:
Questionnaire printing cost: 150×0, 20 yuan = 30,000 yuan.
Printing fee of investigation report: estimated10,000 yuan.
Market research project planning model (III) I. Preface
Fitness equipment market is one of the emerging consumer goods markets in recent one or two years, especially swing machines. According to the macro forecast, the growth curve of this market is on the rise.
In order to cooperate with Beijing's "Sanlai" swing machine to enter the Beijing market, evaluate the marketing environment of the swing machine, and formulate corresponding advertising and marketing strategies, it is necessary to conduct market research on fitness equipment in Beijing in advance.
This market survey will focus on the three footholds of planning the Golden Triangle: consumers, markets and competitors.
Second, the purpose of the investigation
1, which provides an objective basis for products to enter the Beijing market for advertising activities planning.
2. Provide objective basis for the sales of this product.
Specifically:
(1) Understand the swing machine market in Beijing.
(2) Understand the demographic data of consumers in Beijing, and calculate the market capacity and potential of swing machines.
(3) Understand the views and habits of Beijing consumers on the consumption of fitness equipment.
(4) Understand the situation of consumers who have bought swing machines in Beijing.
(5) Understand the advertising strategy and sales strategy of competitors.
Third, the content of market research
(1) consumer
1. Consumer statistics (age, gender, income, education level, family composition)
2. Consumer's consumption pattern of fitness equipment (fitness mode, fitness cost, fitness habit, fitness viewpoint, etc.). )
3. Consumer's purchase mode of fitness equipment (what equipment, purchase place, purchase standard, payment method, etc. )
4. Description of consumers' ideal fitness equipment.
5. Consumers' reaction to the advertisements of fitness equipment products.
(2) Market
1. Types, brands and sales of fitness equipment in Beijing
2. Consumer demand and purchasing power in Beijing.
3. Beijing market potential assessment.
4. Beijing fitness equipment sales channels.
(3) competitors
1. What fitness equipment, brand, origin and price are there in Beijing?
2. Sales status of existing swing machines in the market
3. Description of main buyers of various brands and models of swing machines.
4. Competitor's advertising strategy and sales strategy.
Four. Survey object and sampling
Because swing machines are emerging commodities, most of them are imported brands in Beijing market, which are high-grade and high-priced, but they have not yet entered the working class, and buyers are all high-income. Therefore, when determining the target consumers, we should focus on the target consumers.
The composition and sampling of the respondents are as follows:
Consumers: 300 households, of which 50% have a monthly income of more than 3,000 yuan.
Dealers: 20, including 6 large comprehensive shopping malls.
4 medium-sized comprehensive shopping malls
4 store fitness equipment.
There are four kinds of sports equipment in the specialty store.
2 Small comprehensive shopping mall
Consumer sample requirements:
1. None of the family members work in the production unit or distribution unit of fitness equipment.
No family members work in the market research company.
None of the family members work in an advertising company.
4. None of the family members have received the market survey and test of similar products in the past six months.
Verb (abbreviation of verb) market research method
Pay attention to the interview:
pay a home visit
Point of sale visit
Interviewer requirements:
1, the instrument is correct and generous.
2. Behave appropriately, have a cordial and enthusiastic attitude, and have the ability to grasp the conversation atmosphere.
3. After special market research training, the professional quality is good.
4. Market research and interview experience.
5. Have a serious, responsible and positive work spirit and professional enthusiasm.
The procedure and arrangement of market research on intransitive verbs
The first stage: preliminary market survey
The second stage: the planning stage
Make a 2-day plan
Approve the plan for 2 days
Confirm the revised plan of 1 day.
The third stage: the questionnaire survey stage.
Design of a 2-day questionnaire
2-day questionnaire adjustment and confirmation
The questionnaire was printed for 3 days.
The fourth stage: the implementation stage
2-day interviewer training
Implementation 10 day
The fifth stage: research and analysis
Data input processing for 2 days
2-day data research and analysis
The sixth stage: the reporting stage
Report writing for 2 days
Report printing for 2 days
The survey was conducted on the fourth day after the plan and questionnaire were confirmed.
Seven. Budget (omitted)
I recommend it carefully.