Market research information is the starting point for insight into consumer demand, mining market opportunities, establishing competitive advantages, and establishing a market competition strategy. At present, most small and medium-sized enterprises in China generally lack understanding and value perception of market research and competitive intelligence gathering. However, with the expansion of the market competition in various industries and the further regulation of market rules, enterprises have entered an all-round and fierce market competition environment. This requires SMEs to start from market information research, explore market opportunities, and grasp competitive advantages in order to be in an invincible position in a fierce competitive environment.
As a small and medium-sized enterprise, how to conduct marketing research and information collection to establish an effective market research information system? DMB Xinli Market Research believes that market research and information management are the basic work of marketing management. They are long-term and dynamic. They can be divided into internal information system and external market research information system.
First, the internal information system:
The internal information system includes: (1) customer order information: can be classified according to industry, region, delivery date, product specifications and other indicators; (2) sales report: can be divided according to indicators such as product, time period, region and personnel (3) Sales forecast: It can be divided according to the type, the possible evaluation value of the transaction, and the delivery date (year/season/month); (4) Inventory status: the detailed statistics of the internal product supply status of the enterprise, and the sales forecast table. Combined use, pay attention to the dynamic changes of inventory; (5) Accounts receivable statistics: combined with customer credit analysis.
The results data provided by the internal reporting system should be institutionalized and statistically performed on a regular basis. The report data only makes sense when it is aggregated, summarized, and compared. At the heart of the internal reporting system is the order and collection cycle. It is an analysis of the internal operation of the enterprise and is the basic work of marketing management.
Second, the external market research information system:
External market information research is an important marketing link that has been ignored by many companies and has made them nervous. It can be divided into the following four aspects:
1. Research on the status of the industry: Mainly study the status quo, development trends and industry survival conditions of the industry. It is necessary to pay close attention to the application of new technologies in the industry, and also to the industry trends related to the industry, such as the automotive industry. Industry relationship.
2, consumer research: mainly to understand consumer demand insights, consumer spending habits and attitudes, consumer satisfaction research, consumer media contact habits and methods, consumer life forms and values ​​research, product concept testing , advertising and media research, etc.
3. Competitor research: Mainly understand the popularity research, market share analysis, and competitive brand market behavior analysis of major competitive brands in the industry (including changes in major players and other trends). Competition comes not only from similar products in the same industry, but also from threats such as alternatives, new competitors and so on. In some industries, new technologies are emerging, and product upgrading is faster. Therefore, the threat of substitutes has become the main competitive pressure, and it should become the focus of competition investigation.
4. Marketing network information collection: Mainly understand the regional, quantity, scale, nature, marketing ability, credit rating of the marketing agent members, the status of the competitive brand products, and the cooperation situation. The marketing network survey needs to do dynamic investigation and update regularly.
The establishment of a market research information system is a laborious but very important task. It needs to be assigned by a special person or department, and systematically classify, register, and record the information and materials, and make a dynamic tracking record. It is worth mentioning that the value of the market research information needs to be recognized and valued by all internal personnel. Applying to the formulation and decision-making of marketing strategies, otherwise it can only be ineffective, costly and laborious.
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