Lao Xie: How to conduct market research before enterprise network promotion

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Market research is the process and work that people consciously understand the market and know the operation and operation mechanism of the market in order to solve the marketing problem of a certain product. The market research is to solve the product marketing decision service, it provides the objective and the concrete data basis for the market forecast, and carries on the systematic collection, the collation, the analysis and the processing to this data. The purpose of market research and forecast is to arrange production and sales according to consumer's demand and market potential. Investigation-prediction-decision-making is an important work of enterprise management. It is also necessary to do the work before the promotion, do not do a good job of investigation directly affect your network to promote whether it can be successful.

Generally speaking, there are three obvious characteristics of market research: purpose, practicality and relevance.

Market research is a very clear and purposeful work that must be organized, planned and carried out in a systematic manner. Its mission is to collect business intelligence and market information. Therefore, each market research has to set the scope of the investigation and the goal to be achieved in advance. Overall, the purpose of the market research is: (1) to provide market information service for the product sales of the Enterprise, (2) to provide consulting service for the enterprise to improve the production technology or improve the business level and management level continuously, (3) provide the market basis for the development of the enterprise and the best economic benefit of the product

Practicality means that market research is a work that cannot be separated from practice, and investigators must practice thoroughly in order to collect comprehensive, specific and time-sensitive investigation data. Through the analysis of the investigation data, the researcher obtains the meaningful conclusion, provides the basis for the Enterprise Management Department to make the decision, and instructs the enterprise's practice and organizes the marketing work better. Enterprise decision-making is appropriate, but also through a variety of market information feedback, to accept the practice of testing, and this feedback information must rely on market field investigation to get.

Market research is generally based on a product marketing activities for the center to carry out specific investigation work, so, and product marketing business directly related to, this is the relevance of market research. It provides all kinds of information about market and market environment for product marketing, and forecasts the changing trend of consumers ' demand and potential market, and directs the marketing activities of enterprises directly.

Market Research methods: the direct actual questionnaire can be used, or the polling of the network can be used.

Issues to be paid attention to in market research

In order to do a good job of the enterprise's own product market research, so that it can play its due role, we must pay attention to the following issues. It can also be said that this is the basic requirements of market research work.

(i) Market research must be conducted on a regular basis

There is no change in the commodity market, commodity competition in the change, consumer demand is changing, the market location of the political and economic situation is also changing, if there is no timely and regular market research, it is impossible to observe the market changes in time, enterprises will not be able to take appropriate contingency measures in time. As a result, not only the new product is difficult to open the market, is famous, very popular brand-name products will gradually lose competitiveness, become unsalable products and can not be sold. Therefore, the enterprise should be responsible for or commissioned by the person responsible for the establishment of the corresponding work systems, so that the market investigation will not be intermittent, but combined with the actual needs of marketing business, and regularly carry out market research activities to play its due effect.

(ii) Attention should be paid to the results of market research and timely implementation

As an active participant in the market competition, the results obtained by market research should not be neglected at any time. Ignoring the survey results, not timely implementation, shelved, not only a great waste, but also may make the enterprise missed the opportunity to lose market competitiveness, the enterprise to create intangible losses.

(iii) Establishment of market information systems and databases to provide recurrent sources of information for market research

Possessing all the necessary information is an important means of conducting market research, and it is also a guarantee for in-depth research, analysis and prediction of market changes.

In general, market investigators often need to collect information on two categories: first, the original data, also known as "primary Information", which is obtained through field surveys and reflects the market status of the main information. Second, the literature, also known as "second-hand materials", is a variety of newspapers and magazines and books, reports and other published information, which mainly reflects the market environment and market history, through the method of literature, to the library and other units can be found. Both raw materials and literature are indispensable to market research. Raw materials can tell you the status of the market, through the literature can understand the history of the market. If market forecasts are to be carried out, they must be both and integral. Therefore, the possession of information and the establishment of stable sources of information are essential. Ideally, a "market information system" would be established to provide a continuous supply of systematic market information, assist enterprises to detect changes in the market in a timely manner, and promote business forecasting. It can be affirmed that the establishment of market information system is the effective guarantee of the regularization, systematization and systematization of the enterprise market investigation work.

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