The advertising market research report can be divided into three parts. First of all, it can describe the purpose of research; Second, it can describe the main content of the study; Third, it can describe the results of the research.
Sample report on advertising market 1:
Before advertising planning, the first step must be to understand, analyze and study the target market. Market research report, or market research report and market proposal, is an important element of advertising copy writing. People who read market research reports are generally busy business managers or heads of relevant institutions. Therefore, when writing a market research report, we should strive to be clear, concise, easy to read and understand.
1. The format of market research report generally consists of title, table of contents, overview, text, conclusions and suggestions, annexes, etc.
(1) title
The title, report date, entrusting party and investigating party should be printed on the title page.
With regard to the title, it is generally necessary to clearly and specifically express the surveyed unit and the survey content on the same page as the title, such as Harbin Household Appliance Market Survey Report. Some investigation reports also take the form of headlines and subheadings. Generally speaking, the headline expresses the theme of the survey, while the subtitle specifically indicates the units and problems of the survey. For example: "In the eyes of consumers _ < Straits Metropolis Daily > Reader Group Research Report.
(2) content
If the contents and pages of the investigation report are large, in order to facilitate readers' reading, the main chapters and appendices of the report should be listed in the form of a catalogue or index, and the title, relevant chapter numbers and page numbers should be indicated. Generally speaking, the length of a directory should not exceed one page. For example;
catalogue
1, survey design and organization implementation
2. A brief introduction to the composition of the respondents
3. Brief introduction of the main statistical results of the survey.
4. Comprehensive analysis
5, data summary table
6. Appendix
(3) Overview
The overview mainly expounds the basic situation of the subject, that is, according to the order of market research topics, it expounds the principles of selecting, evaluating, drawing conclusions and making suggestions on the original data of the survey. It mainly includes three aspects:
First, briefly explain the purpose of the survey. That is, briefly explain the origin of the investigation and the reasons for entrusting the investigation.
Two, a brief introduction to the survey object and content, including time, place, object, scope, main points and questions to be answered.
Thirdly, the methods of investigation and research are briefly introduced. Introducing the methods of investigation and research helps to convince people of the reliability of the investigation results, so we should briefly describe the methods used and explain the reasons for choosing the methods. For example, whether to use sampling survey or typical survey, whether to use field survey or copywriting survey, these are generally the methods used in the investigation process. In addition, the methods used in the analysis, such as exponential smoothing analysis, regression analysis and cluster analysis, should also be briefly described. If there is a lot of content, there should be a detailed technical report to explain and supplement it, and attach it to the annex of the last part of the market research report.
(4) Text
The text is the main part of the market survey and analysis report. This part must accurately explain all relevant arguments, including the conclusion from the problem to the conclusion, the whole process of argumentation, the method of analyzing and studying the problem, all the survey results and necessary market information for market decision makers to think independently, as well as the analysis and comments on these situations and contents.
(v) Conclusions and recommendations
Conclusions and suggestions are the main purpose of writing a comprehensive analysis report. This part includes a summary of the main contents put forward in the introduction and text, and puts forward some choices and suggestions on how to use proven measures and solve specific problems. Conclusions and suggestions should closely correspond to the text, and no conclusions without evidence or arguments without conclusive opinions should be put forward.
[6] Accessories
Attachment refers to the part of the investigation report that cannot be included or not mentioned in the text, but it must be accompanied by explanations related to the text. It is a supplement or a better explanation to the written report. Including data summary table, original materials, background materials and necessary technical reports, such as details of selected samples and copies of documents used in the investigation.
Second, the contents of the market survey report
The main contents of the market survey report are:
First, explain the purpose of the investigation and the problems to be solved.
Secondly, introduce the market background information.
Third, the method of analysis. Such as sample extraction, data collection, collation, analysis technology, etc.
Fourth, research data and its analysis.
Fifth, put forward arguments. That is, put forward your own views and opinions.
Sixth, demonstrate the basic reasons for putting forward opinions.
Seventh, put forward alternative suggestions, schemes and steps to solve the problem.
Eighth, predict possible risks and countermeasures.
Advertising market research report model essay 2:
Online International Business News Nielsen Media Research Company recently released a research report saying that local brands are dominating the advertising market in China, and their advertising investment in TV and print media far exceeds that of foreign consumer goods giants.
As far as advertising expenditure in China market is concerned, China brand occupies 8 seats in the top 10. This trend gradually appeared five years ago, and local companies began to invest heavily in marketing and promotion.
Olay, one of P&G's skin care brands, ranks first in advertising expenditure in China market, with an investment of 654.38 yuan+600 million yuan. Another foreign brand on the list is Procter & Gamble's Rejoice Shampoo, ranking 10.
However, according to the survey, other brands in the ranking are all China brands, such as melatonin of Qingdao Jiante Bio-investment Holding Co., Ltd., whose advertising expenditure last year was 65.438 yuan+50 million yuan. China Mobile (Hong Kong) Co., Ltd., the major domestic mobile phone operator, ranked fifth with advertising expenditure of 6543.8 yuan+300 million yuan.
The survey did not include other forms of advertising, such as point-of-sale promotions and outdoor billboards, nor did it consider the discounts that advertisers usually get from media companies.
Experts say that advertisements of many foreign companies are more concentrated. Many of their successes come from their attention to market segments.
However, he pointed out that many local brands are doing well because domestic brands have a wider distribution network than foreign companies. Domestic brands invest heavily in advertising because they try to change their products from distribution orientation to brand orientation.
A large amount of advertising expenditure of China companies is affecting the business strategies of foreign advertising companies. Foreign advertising companies are also looking forward to taking a slice of China's fast-growing consumer market. Most foreign advertising companies still have more international customers than local customers in China, which means that they have failed to make full use of the generous advertising investment of some local companies. According to Nielsen Media Research, the last time foreign brands dominated the TV and print media market in China was in the period of 1998.
According to Nielsen's data, the entire advertising market in China is worth more than 654.38+000 billion US dollars, and the market in the first eight months of this year increased by 35% compared with the same period last year.
Model essay on advertising market research report on expanding the market
I. Market analysis
(1) National Macroeconomic Situation
With China's accession to the WTO, China's economy has developed rapidly and healthily, and the national GDP has increased by 8% annually. The gap between China and time is getting smaller and smaller, and people's living standards have been greatly improved. The corresponding purchasing power is getting stronger and stronger, and health has become the focus of attention. With the development of global economic and technological level, the driving force of technological change to the development of various industries is also growing. Nowadays, the development of technology, especially the remarkable progress of communication and transportation technology, shows endless prospects and more reasonable costs for enterprises.
⑵ The overall market analysis of dairy industry.
Dairy products are rich in nutrition and high in nutritional value. They contain almost all the necessary nutrients to promote human growth and maintain a healthy level, which is beneficial to health. China dairy has been developing continuously for many years. Now, the myth continues, but the market has begun to return to rationality from madness, which may be the real golden age of dairy industry. China dairy's super-long growth stage has passed, the industry growth rate will slow down, and the competition among dairy enterprises will become increasingly fierce. China dairy is in a new stage of development: compared with the international dairy family, although the dairy products in China are quite abundant and the quality has been improved, the dream of solving the problem of protein supply for rural residents and realizing the "one catty of milk" per capita has just begun. The dairy industry has reached an inflection point: "freshness" will become the mainstream of the dairy industry market development. It is inevitable to promote fresh dairy products in places with cold chain guarantee, and the consumption of dairy products in China has been upgraded.
(3) Advantages of dairy industry
Nowadays, dairy products, as mass consumer goods, have large consumption and great market potential. Some experts point out that dairy products are the healthiest food and advise people to drink more milk to keep healthy. In addition to dietary fiber, dairy products and milk contain all the nutrients needed by the human body, and their nutritional value is incomparable to other foods. An adult can get15 ~17g of high-quality protein by drinking 500ml of dairy products every day, which can not only meet the daily amino acids, but also meet the daily calorie demand 1 1%. In the past, due to the limited living standard, many people in China did not have the habit of drinking dairy products, especially in the vast rural areas, and the consumption of dairy products was very small. However, with the improvement of people's living standards, more and more people begin to consume dairy products, and the consumption amount is increasing year by year, which provides opportunities for dairy production enterprises. It is believed that the consumption of dairy products will continue to grow, and the dairy industry has broad prospects for development. In addition, the rapid development of dairy products, the smooth construction of industrial channels, and numerous sales and supply chains to choose from provide opportunities for the development of enterprises and save the cost of their own construction.
(4) Constraints of dairy industry
(1) restrictions on milk sources. There are many milk sources on the market at present. In order to obtain superior milk source, dairy manufacturers must strengthen the control of supply chain, but this can not prevent porridge. Therefore, dairy manufacturers are striving to develop their own milk source bases, but they are not very mature at this stage, which will inevitably affect the quality of dairy products.
② Limitation of storage time of dairy products. Dairy products are related to human health, and the short shelf life makes dairy products lose their nutritional value. With the expansion of the market, storage time is longer, which is a test for dairy products.
(3) the limitation of industry technology. People are not limited to the original behavior of squeezing milk products, but also put forward higher requirements for the technical content of dairy products. There is no advantage in a single workshop dairy factory without technical content.
(5) Cultural atmosphere
Dairy products have increasingly become people's daily consumer goods, and people generally pursue "freshness" and "health" for dairy products in the future. This culture is manifested in: making freshness visible, making freshness fresher, making health healthier, making nutrition more nutritious and making users experience.
Second, consumer analysis.
(1) Current consumption fashion
Dairy products have become popular products for people to drink, but people of different ages have different choices. Children drink more sweet new products such as milk drinks, and teenagers drink more yogurt, mainly because yogurt can promote diet. Young and middle-aged people drink more pure milk and some yogurt, while the elderly mainly drink pure milk.
Consumer income and milk purchase
The consumption income of dairy products includes both high-income earners and low-income earners. The number of drinkers is large, the composition is complex, and the purchase motivation is single: it is mainly for nutrition, but from the perspective of daily consumption and accumulated amount, the consumption of middle-income earners is significantly higher than that of low-income earners.
(2) Student groups and some office workers
Students and some office workers have become the main force of dairy products consumption, and the nutritional components and convenient eating characteristics of dairy products have become the standards for students and some office workers to choose.
Three. product analysis
(1) characteristics
"Yikang" series dairy products highlight the nutritional and health characteristics, and creatively integrate health care functions, which makes the new products obviously different from other new products. The product has high technical content and is also a dairy product suitable for consumers. The packaging adopts Tetra Pak seven-layer new packaging, with long shelf life.
① Specific features and product support points
Yikang dairy products have passed GMP and AACCP product quality certification, and their products contain a variety of nutrients and health care ingredients. The main components and values are as follows:
Milk fat: it can provide heat and is a good raw material for the synthesis of cell nutrients;
Milk protein: contains all essential amino acids and provides energy;
Lactose: Galactose can provide cerebroside and mucopolysaccharide, which is very important for children's intellectual development. It can promote the growth of beneficial bacteria in human intestine, inhibit abnormal fermentation in intestine, prevent poisoning and promote the absorption of calcium. PPL: Improve memory and immunity, and prevent brain nerve failure.
The above is what Bian Xiao shared today, and I hope it will help everyone.