Market research plan

Market Research Plan (1)

1. Foreword

The fitness equipment market is one of the emerging consumer goods markets in the past one or two years. Swing machines It is also an emerging player among the emerging. According to macro forecasts, the market growth curve is on an upward trend.

In order to cooperate with the Beijing "Sanlai" swing machine to enter the Beijing market, evaluate the swing machine marketing environment, and formulate corresponding advertising and marketing strategies, it is necessary to conduct a preliminary market survey of fitness equipment in the Beijing area.

This market research will be conducted around the three starting points of the Golden Triangle: consumers, market, and competitors.

2. Purpose of investigation

1. To provide objective basis for the product to enter the Beijing market for advertising campaign planning.

2. Provide objective basis for the sales of this product.

The details are:

(1) Understand the market situation of swing machines in Beijing.

(2) Understand the demographic information of consumers in Beijing and calculate the market capacity and potential of swing machines.

(3) Understand the opinions and habits of consumers in Beijing on the consumption of fitness equipment.

(4) Understand the situation of consumers in Beijing who have purchased swing machines.

(5) Understand competitors’ advertising strategies and sales strategies.

III. Market survey content

(1) Consumers

1. Consumer statistics (age, gender, income, education level, family composition )

2. Consumers’ consumption patterns of fitness equipment (fitness methods, fitness expenses, fitness habits, fitness opinions, etc.)

3. Consumers’ purchase patterns of fitness equipment (purchase What equipment, purchase location, purchase criteria, payment method, etc.)

4. Description of consumers’ ideal fitness equipment.

5. Consumers’ reactions to advertisements for fitness equipment products.

(2) Market

1. Types, brands, and sales of fitness equipment in Beijing

2. Consumer demand and purchasing power in Beijing

3. Assessment of market potential in Beijing

4. Sales channel status of fitness equipment in Beijing

(3) Competitors

1. Beijing What types of fitness equipment are there on the market? The brand, production area, and price of the swing machine

2. The sales status of the existing swing machines on the market

3. Brands and types of swing machines Description of the main buyers

4. Competitors’ advertising strategies and sales strategies

4. Survey objects and sampling

Because the swing machine is an emerging product, currently Most of the Beijing market is dominated by imported brands, which are high-end and high-priced. They have not yet entered the working class, and the buyers are those with higher incomes. Therefore, when determining the survey objects, it is appropriate to target the target consumers and combine aspects. , with some emphasis.

The composition and sampling of survey objects are as follows:

Consumers: 300 households, 50% of which have a monthly household income of more than 3,000 yuan

Dealers: 20 of which are large 6 comprehensive shopping malls

4 medium-sized comprehensive shopping malls

4 fitness equipment specialty stores

4 sports equipment specialty stores

Small 2 comprehensive shopping malls

Consumer sample requirements:

1. No one in the family works in a fitness equipment production unit or distribution unit.

2. No family member works in a market research company.

3. No family member works in an advertising company.

4. No family member has received market research testing of similar products in the past six months.

5. Market research methods

Mainly interviews:

Household visits

Point-of-sale visits

Interviewer requirements:

1. Appearance should be correct and generous.

2. Be well-mannered and well-spoken, have a cordial and enthusiastic attitude, and have the ability to grasp the atmosphere of the conversation.

3. After special market research training, the professional quality is good.

4. Have experience in market research interviews.

5. Have a serious, responsible, positive work spirit and professional enthusiasm.

6. Market survey procedures and arrangements

The first stage: preliminary market survey

The second stage: planning stage

Formulate a plan 2 days

2 days to review the plan

1 day to confirm the revised plan

The third stage: questionnaire stage

2 days to design the questionnaire< /p>

Questionnaire adjustment and confirmation for 2 days

Questionnaire printing for 3 days

Stage 4: Implementation stage

Interviewer training for 2 days

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10 days of implementation

The fifth stage: research and analysis

2 days of data input and processing

2 days of data research and analysis

The sixth stage: reporting stage

It takes 2 days to write the report

2 days to print the report

The survey will be implemented on the fourth day after the plan and questionnaire are confirmed.

7. Budget (omitted)

Market research plan (2)

1. Foreword

With the development of tourism industry With the booming development and its increasing role in the economy of tourist destinations, how to create highly satisfied and loyal tourists, create a unique core tourism brand, and ensure a stable source of tourists has become the focus of attention of various tourist destinations. Since tourism products, like other service products, are intangible and non-transferable, their production and consumption processes occur at the same time. Therefore, the tourism industry is more about marketing "experience". If a tourist destination wants consumers to give it good word-of-mouth publicity, it must create a good travel experience for them so that tourists can be satisfied in all aspects! Then, if Xuzhou wants to further tap its potential, it is particularly important to study tourists who come to Xuzhou, especially domestic tourists. Among them, the investigation of their tourism motivations, characteristics and effects has become a top priority.

2. Research purpose

1. Understand the market conditions and demand characteristics of Xuzhou’s tourist source, and analyze how Xuzhou, as a tourist destination, can meet the needs of the tourism market.

2. Find out the shortcomings in the tourism development process of Xuzhou, propose specific targeted measures, and contribute to the overall tourism development and planning of Xuzhou.

3. Provide reference basis and feasible suggestions for Xuzhou tourism enterprises to shape their core competitiveness in the increasingly fierce market competition.

III. Research content

(1) Travel motivation

1 Factors affecting travel motivation

a. Personal factors (age , gender, personality psychology, education and accomplishment, personal income status, etc.)

b. External factors (social and historical conditions, social identity or status, interpersonal relationships, family structure, etc.)

< p>　2 Types of travel motivations

a. Physical motivations (vacation breaks, sports activities, entertainment activities, landscape recreation, health care, etc.)

b. Cultural motivations ( Understand and appreciate foreign culture, art, customs, language, religion, etc.)

c. Interpersonal motivations (making friends in other places, visiting relatives and friends, getting rid of stress, escaping reality, etc.)

d. Motives of status and prestige (inspections, exchanges, meetings, pursuit of hobbies, study, etc.)

(2) Characteristics of tourists

1 Tourism consumption characteristics

a. Tourism consumption awareness and habits (travel frequency, travel mode, travel time, travel preferences)

b. Tourism consumption power (material consumption power, spiritual consumption power)

c. Tourism consumption structure (quantity proportion of product consumption, mutual relationships)

d. Tourism consumption level (product grade, length of stay, shopping situation)

2 Tourist composition characteristics

Age, occupation, gender, family structure, income level, etc.

3 Influencing factors

a. Income level of tourists;

b. The composition of tourists;

c. The structure of tourism products;

d. The quality of tourism products;

e. The price of tourism products;

f. Tourist psychology;

g. Other social and cultural conditions.

(3) Tourism effect

1 Tourism industry image

2 Tourist expectations

3 Tourism quality perception

a. Perception of tour quality (transportation, catering, accommodation, shopping, entertainment, publicity)

b. Perception of attraction quality (overall atmosphere, safety, environment, management, fees)

c. Quality perception of travel companies (store services, tour arrangements, service attitude, service processes, service measures)

d. Quality perception of tour guides (strict appearance, legal awareness, professional ethics, business level, adaptability) )

4 Tourism value perception

5 Tourist satisfaction

6 Tourist loyalty

7 Tourist complaints

4. Survey objects and sampling

The composition and sampling of the survey objects are as follows:

Tourists? 300 people

3 travel agencies? (1 state-owned, 2 private Home)

2 tourist hotels? (1 five-star hotel, 1 three-star hotel)

4 tourist attractions

1 tourism management agency

Tourist sample requirements:

1. No family member works in a tourism enterprise or unit.

2. No family member works in a market research company.

3. No family member is engaged in the media profession.

4. No family member has received market research testing of similar products in the past six months.

5. Market research methods

Combination of questionnaire survey and interviews

Questionnaire design ideas

(1) Questionnaire structure is mainly divided into Explanatory part, screening part, main part, personal information part; at the same time, the questionnaire also includes interviewer records, respondent records, etc.

(2) The questionnaire format adopts a combination of open and closed methods;

(3) Question structure adopts several methods such as point-based evaluation scale, free choice, mandatory choice, biased choice, free question and answer.

(4) Questionnaire logic adopts The continuous thinking method is designed according to the degree of the respondent's thinking about the problem and understanding of the product. On some questions, skip questions and other methods are used to implement consumers' logical thinking.

　(5) Main issues Ideas:

For example: 1. Your main purpose of traveling to Xuzhou:

Sightseeing? Vacation? Business? Shopping and visiting relatives? Others

2. What are your thoughts on Xuzhou? What's your overall impression?

Very satisfied? Satisfied Average? Dissatisfied? Very dissatisfied

Interviewer requirements:

1. Appearance should be correct and generous.

2. Be polite and well-spoken, have a friendly and enthusiastic attitude, and have the ability to grasp the atmosphere of the conversation.

3. After special market research training, the professional quality is good.

4. Have experience in market research interviews.

5. Have a serious, responsible, positive work spirit and professional enthusiasm.

VI. Market research procedures and arrangements

Phase 1: Preparation phase? 2 days

1 Topic selection, communication with instructor, internal grouping

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2 Determine the specific tasks of each group

3 Collect, analyze and organize information

The second stage: planning stage for 3 days

1? Formulation Plan and questionnaire

2. Approval of plan and questionnaire

3. Confirm revised plan and questionnaire

4. Display of plan and questionnaire

Chapter Three phases: Implementation phase 7 days

Interviewer allocation

Implementation

Phase four: Research analysis

One day data input and processing

Data research and analysis for 2 days

Summary of rules? 1 day

Stage 6: Reporting stage

Report writing for 2 days

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1 day for results reporting

The survey will be implemented on the fourth day after the plan and questionnaire are confirmed

7. Budget (omitted)