The promotion of new products in the market is also very important, through the promotion of more consumers to recognize and familiar with the product. How to promote a new product?

First, choose the timing of the new product promotion. If it can be listed before the arrival of the peak season, seasonal promotion, personnel promotion, etc., the new product promotion will be a quick start to success.

Secondly, choose the key areas, concentrated manpower, material resources, street paving, focusing on breakthroughs to trigger the market, that is, the opponents can be caught by surprise, in the opponents have not yet introduced measures to deal with the rapid occupation of the market. And through high-density market coverage to enhance the sales confidence of dealers. And the high rate of product distribution can shape the sales atmosphere, while driving the surrounding market. The high rate of product distribution in the terminal or the best terminal advertising.

Third, through the Polish continuous promotion strategy, adjust the promotional efforts in stages, the first stage to increase promotional efforts to trigger the market, the second stage to reduce promotional efforts to return to normal channel competition, the third stage to increase promotional efforts again, access and terminal pull, consolidate and enhance the sales, and ultimately push the new product to success. I want to investigate, make the investigation more simple and convenient! enthusiastic users

Market research is composed of a series of steps to collect and analyze market data. Decisions made in one step may affect other subsequent steps, and any modifications made in one step often mean that other steps may need to be modified as well. The steps of market research ① are generally carried out according to the following procedures: ① Determine the questions and hypotheses; ② Determine the information needed; ③ Determine the way to collect the information; ④ Sampling design; ⑤ Data collection; ⑥ Data analysis; ⑦ Survey report.

1. Determine the problem and assumptions

Since the main purpose of market research is to collect and analyze information to help companies make better decisions to reduce decision-making errors, the first step of the survey requires decision makers and investigators to carefully determine and agree on the objectives of the study. As the saying goes, "A proper definition of a problem is half the solution." There are many things that can be investigated in any given problem, and if the problem is not clearly defined, then the cost of gathering information may exceed the value of the results presented by the investigation. For example, if a company realizes that its sales have been declining for six months in a row, managers want to know what the real reason is. Is it the recession? Reduced advertising expenditures? A shift in consumer preferences? Or is it poor marketing by the agent? Market researchers should first analyze the information, then identify the research problem and make further assumptions and research objectives. If the researcher believes that the above problem is a change in consumer preference, then he or she should further analyze and make some hypotheses. For example: ① Consumers believe that the company's product design is outdated; ② Competitive product brands have better advertising design... Enthusiasts

Market research consists of a series of steps to collect and analyze market data. Decisions made in one step may affect other subsequent steps, and any modifications made in one step often mean that other steps may need to be modified as well. The steps of market research ① are generally carried out according to the following procedures: ① Determine the questions and hypotheses; ② Determine the information needed; ③ Determine the way to collect the information; ④ Sampling design; ⑤ Data collection; ⑥ Data analysis; ⑦ Survey report.

1. Determine the problem and assumptions

Since the main purpose of market research is to collect and analyze information to help companies make better decisions to reduce decision-making errors, the first step of the survey requires decision makers and investigators to carefully determine and agree on the objectives of the study. As the saying goes, "A proper definition of a problem is half the solution." There are many things that can be investigated in any given problem, and if the problem is not clearly defined, then the cost of gathering information may exceed the value of the results presented by the investigation. For example, if a company realizes that its sales have been declining for six months in a row, managers want to know what the real reason is. Is it the recession? Reduced advertising expenditures? A shift in consumer preferences? Or is it poor marketing by the agent? Market researchers should first analyze the information, then identify the research problem and make further assumptions and research objectives. If the researcher believes that the above problem is a shift in consumer preference, then he or she should further analyze and make some hypotheses. For example: ①Consumers believe that the company's product design is outdated; ②Competitive product brand advertising design is better.

The main reason for making hypotheses and giving research objectives is to limit the scope of the survey, and to test whether the hypotheses are valid or not from the information derived from future surveys, and to write a survey report.

2. Determine the required information

After determining the questions and hypotheses, the next step is to decide what information to collect, which should naturally be related to the objectives of the survey. For example: ① What is the attitude of consumers towards our products and their brands? ② How do consumers feel about the price of the Company's branded products? (iii) What is the evaluation of the company's brand's TV commercials versus those of competing brands in the minds of consumers? ④ Are there any differences in the attitudes of different social classes toward the Company's brand and competing brands?

3. Determine the way to collect information

The third step requires the development of the most effective way to collect the required information, which needs to be determined: data sources, survey methods, survey instruments, sampling plan and contact methods.

If there is no readily available information (secondary information) that is applicable, the collection of primary information (first-hand information) becomes a necessary step. The method used to collect the information is related to the nature of the information required. It includes experimental, observational and inquiry methods. In the previous example, it was mentioned that the information required is about consumer attitudes, so the market researcher may use the questioning method to collect information. For consumer surveys, it is more appropriate to use personal interviews to facilitate in-depth communication with each other.

4. Sampling design

In the survey design stage should be decided who the sample object is, which raises the question of sampling design. One: whether it is probability sampling or non-probability sampling, depending on the degree of accuracy required by the survey. Probability sampling has higher estimation accuracy, and can estimate the sampling error, from the statistical efficiency, naturally, probability sampling is better. From an economic point of view, however, non-probability sampling is simple in design and saves time and money. Secondly, one of the issues that must be decided is the number of samples, which in turn requires consideration of statistical and economic efficiency.

5. Data collection

Data collection must be done through the investigator, the quality of the investigator will affect the correctness of the findings. Investigators to the university of marketing, psychology or sociology students is ideal, because they have been trained in survey techniques and theories, can reduce the survey error.

6. Data analysis

After the data is collected, all answers should be checked and incomplete answers should be considered for elimination or the respondent should be asked again to fill in the gaps.

The data should be analyzed in statistical tables or graphs so that the reader can easily understand the results and see how they relate to the first step of determining the hypothesis of the question. The results should also be presented in the form of percentages and averages for each type of information so that the reader can make a clear comparison of the results of the analysis. However, whether the differences between the percentages and averages of the various types of information are truly statistically significant should be identified using appropriate statistical tests. For example, the monthly consumption expenditures of two types of income households on certain household items may appear to differ on the surface, but whether there is a real difference can be analyzed using the mean test. Information can also be analyzed using correlation analysis, regression analysis and some other statistical methods.

7. Survey report

The final step of the market research is to prepare a written report. Generally speaking, the written survey report can be divided into two categories: ① specialized report; ② popular report.

Specialized report of the reader is interested in the entire survey design, analytical methods, results and various types of statistical tables, they have an understanding of market research techniques. The readers of generalized reports are mainly interested in taking advice from market research experts. For example, some of the top decision-makers in business. (2) Market Demand Survey

Market demand survey mainly includes consumer demand survey, consumer income survey, consumer structure survey, consumer behavior survey, including why consumers buy, what to buy, the number of purchases, the frequency of purchases, the time of purchase, the purchase mode, the purchase habits, the purchase of preferences and post-purchase evaluation and so on.

(3) market supply survey

Market supply survey mainly includes product production capacity survey, product entity survey. Specifically for a product market can provide the number of products, quality, function, model, brand, etc., production and supply enterprises.

(4) marketing factors survey

Marketing factors survey mainly includes product, price, channel and promotion survey. The product survey is mainly to understand the market situation of new product development, design, consumer use, consumer evaluation, product life cycle stage, product mix and so on. Product price survey mainly includes understanding the consumer's acceptance of the price, the response to the price strategy. Channel survey mainly includes understanding the structure of the channel, the situation of intermediaries, consumer satisfaction with the intermediaries and so on. Promotional activities survey mainly includes the effect of various promotional activities, such as the effect of the implementation of advertising, the effect of personnel marketing, the effect of business promotion and the market response to external publicity.

(5) market competition survey

Market competition survey mainly includes the investigation and analysis of competing enterprises, to understand the products of similar enterprises, prices and other aspects of the situation, what they have taken the competitive means and strategies to know themselves and their opponents, through the survey to help enterprises determine the enterprise's competitive strategy.

2, market research methods

Market research methods are mainly observation, experimental method, visit method and questionnaire method.

(1) Observation method

It is the most basic method of social survey and market research study. It is based on the object of investigation and research by the investigator, the use of eyes, ears and other senses in a direct observation of the way to examine and collect information. For example, the market researcher goes to the sales place of the interviewee to observe the brand and packaging of the goods.

(2) experimental method

The investigator to follow up on the requirements of the survey, using the experimental approach, the object of the investigation to control the specific environmental conditions, their observation to obtain the appropriate information. Control object can be the price of the product, quality, packaging, etc., in the controlled conditions to observe the market phenomenon, revealing the natural conditions are not easy to occur in the market law, this method is mainly used in the market for sales experiments and consumer use of experiments. Second, the content of market research: survey market survey research market demand survey product sales survey competitors' advertising effect survey 1 survey refers to the role of the market environment in the production and management of the sum of all external forces, including: the political and legal environment, the economic environment of the survey, the survey of the social and cultural environment of the scientific and technological research survey of the geographic and climatic environment survey

2. market demand Survey refers to the ability to pay a certain amount of supply under the conditions of a market economy final consumption produces significant combination of goods and services used, including: market research community purchases of consumer goods demand structure survey demographic surveys consumer purchases consumer purchasing behavior motivation surveys

3. Competitor surveys competitors the number and operating strength of competitors and competitive strategies competitors Market share means competitors' products competitors' technological development

4. products products products physical survey survey survey, survey product packaging products and services brand survey survey survey survey market share survey

5. sales survey (1) survey sales channels, sales channels: channels of distribution of goods from the producer to the consumer through which surveys or routes sales channels: channels of selling Channel of goods (2) market research conducted during a survey is a variety of publicity business survey results. Including personnel promotion, sales promotion and public **** relations.

6. advertising effect survey, advertising advertising advertising media survey of the memory of advertising and sales performance of the relationship between three, market research classification

1, define your audience delivery rate. According to the purpose of market research

(1) Overview of the exploratory survey-usually the most unstructured and least formal survey, usually at the beginning of the project. Purpose - nature of the research problem, uses general background information - obtaining information, defining terms and concepts to clarify the problem and identify priority research hypotheses Methodology - secondary data analysis: collecting information through various channels, secondary information experience surveys obtaining background information: from the office of experienced personnel to obtain useful information case studies: retrospective analysis of similar problems information available focusing on (Group) Interviews: Workshops, brainstorming Projection Techniques: Ask participants to answer questions projected in a specific environment

(2) Descriptive Surveys Overview - Descriptive surveys can be realized just as surveys aim to understand the current situation. Generally through questions such as who, what, where, when and how it is conducted. Classification - cross-sectional study and longitudinal study research, is only one point in time, this study measured the overall longitudinal study, completed by repeated measurements on the same sample

(3) investigation to understand the cause and effect relationship between the market phenomenon of causality is carried out. The main purpose is to address the "why". The purpose is to find the causal relationship between two or more variables, to determine the independent variable and the dependent variable changes, the direction of change, clear and establish the function.

(4) Predictive survey, predict future market trends and investigate market conditions in the focus of future research. An important step is the establishment of predictive and descriptive surveys, based on the investigation of cause and effect relationships.

2. Depending on the scope of the survey, including

(1) Comprehensive survey overview - the total amount of all kinds of units in the survey, the survey aims to comprehensive and systematic overall information. Comprehensive survey is limited to limited use in general, when the survey is too large, comprehensive survey, spend a lot of research costs objects.

(2) non-comprehensive survey, a sample survey, as part of the survey, in accordance with the general principles of representative sampling methods to select out the survey unit. Common market research and more non-comprehensive surveys. Functions are easy to implement, inexpensive

3. According to whether or not in accordance with the survey

(1) recurrent survey samples in the selected market survey, after a long period of time uninterruptedly organized surveys in order to collect information on the continuity of the time series. Regular survey product sales outlets survey.

(2) regular surveys, regular surveys, the survey content of the top market, every certain time to conduct surveys, each survey interval is approximately equal. Through regular surveys, you can grasp the development of the survey and changes in the specifics of different environments. Common periodic surveys are monthly surveys, quarterly surveys and annual surveys.

(3) used for a specific purpose of a one-time survey, before the ad hoc survey was conducted to investigate the understanding.

4. According to the geographical according to the pre-survey of the national market research market research international market research rural market survey, the survey of the four urban markets, market research data collection

1. Comprehensive data collection principles, timeliness, planning

2. Secondary information collection and organization of the data written into the data types include internal and external data, in the secondary data are mainly Is viewed from statistical data, business information, financial information and other data Advantages: quick access to external data, spend a little honor to obtain data that can effectively complement and enrich the primary data Disadvantages: indicators may be inconsistent researchers, timeliness loss

3. directly from the collection of primary data obtained from the market environment, there is no completed information. Data collected by marketers for current research projects. Sources: consumers, retailers, wholesalers, businesses V, the role and significance of market research - market research is the basis of market forecasting - market research is a prerequisite for sound business decisions - market research is the role of the market mechanism is an important way - market research is the role of the government regulation VI, the procedures and steps of market research in order to pre-survey stage of the work - there is a problem with the formal investigation of the preliminary survey - to develop an implementation plan. Preparation of the necessary investigation and implementation of the basic basis for the form of sampling survey aimed at collecting survey data for the results of the survey processing stage - analyze the survey data to submit a survey report and research results to determine the need to follow up on the definition of the problem to be solved to identify the objectives of the study to determine the research design program to determine the type of information and access to the channel in order to determine the methodology of data collection questionnaire design to determine the sample size and the sampling plan for the data Collecting and analyzing information compilation writing a research report product research is the main research content of market research, the corresponding market research techniques are developed around the process of product development, packaging, naming and listing, etc., in addition to consumer satisfaction evaluation of products after use is also an important information that manufacturers need to pay attention to.

Dasong Consulting's product testing survey is mainly applied to fast moving consumer goods, such as food, beverage, tobacco, alcohol and other industries, through the consumer testing of new products in the pre-launch period, to provide market references for product promotion and sales. We use inquiry, tasting, experience and other methods to test the various indicators of the product, to understand the consumer awareness, acceptance, and timely response to the market for product correction.

In the early stage of product launch, it is necessary to understand the market adaptability of the product indicators and predict the market prospects, including:

Concept test: test the acceptance of the initial product concept

Product test: test the acceptance of the initial product

Packaging test: test the acceptance of the product package

Name Testing: testing target audience acceptance of a new name