Model article on shop research report

With the continuous improvement of personal quality, reports are not unfamiliar to us. Usually, reports are rich in content and long in length. In fact, writing a report is not as difficult as I thought. The following is a sample report on shop research collected by me. Welcome to share it.

Shop research report 1

captures a designer with unique vision and personality. He/she has a strong design concept to capture some fashion trend elements and then integrate them into fashion design, which will not only give people a bright feeling, but also bring a strong visual impact, thereby increasing product sales.

Summary of the investigation process:

1. Market and development trend of Chaopai industry:

Chaopai industry has a large population coverage, a high proportion of services and service users, a huge market scale, a shortage of market sales, a surge in service consumption, a high compound growth rate, and a large market scale and demand.

under the background of global fashion consumption upgrading, the consumption of fashion brands has been growing continuously in recent years. According to various data, in 2119, the market size of China Chaopai clothing reached 351 billion yuan, which is expected to increase by 19.6% year-on-year, maintaining a double-digit growth trend year by year. Behind the tide brand is the next trillion-dollar market. In 2119, 62 enterprises in the street brand industry completed 71 financing, with a total financing amount of 23.193 billion yuan. Compared with 2118, the enterprises and the amount of financing have increased significantly, and the total amount of financing has increased by 766.1%. At the same time, it is reported that in 2119, the consumption expenditure of fashion brands in the United States was as high as $111 billion, of which 55% were male consumers, and the main consumers were still the post-91s and millennials. Even if the product premium is as high as 21% to 31% or even higher, there are still consumers willing to pay for it. No matter whether the star's own brand has been heated up in fashion media and magazines, or whether the brand of the same brand of stars in the Internet era has exploded rapidly, out-of-stock has become the norm in online and offline stores, and every time a new product is released, it is often faced with a hard-to-find situation. Sub-culture related to tide brand is attracting a large number of core users to buy or even collect at all costs, and the expenses of tide brand account for the vast majority of the personal expenses of these enthusiastic core users. According to the big data analysis of users in the report, the consumption growth rate of tide brand is 3.7 times that of non-tide brand, with a growth rate of 62%, while the consumption growth rate of non-tide brand is 17%. Moreover, because the domestic and foreign supply and demand situation is difficult to reach a balance in the short term, the market demand of the tide brand industry is strong.

Second, the industry layout and competition:

Influenced by street culture, sneakers and other early days, as early as ten years ago or even earlier, the fashion brands appearing in magazines have become the focus in first-and second-tier cities, and the foreigners' gathering areas in Beijing have also directly promoted the popularity of fashion brands. In recent two years, consumers have mainly paid attention to fashion brands through friends circle and Weibo. Today, the consumption of street brands in first-and second-tier cities is at a high level.

The coverage of popular culture in different cities has different influences on street brands. The consumption base of first-and second-tier cities is good, and the consumption of street brands is at the leading height in the country, and the growth rate is relatively stable. For third-tier and below cities, although the consumption is low, the growth rate is higher than that of first-tier cities. Because the economy in Jiangsu, Zhejiang and Shanghai is relatively developed and the consumption concept is avant-garde, the street brand industry has a bright future. Through the visit, we can find that there are almost no local stores related to the fashion brand industry in Huzhou, but there are still many consumers of fashion brands, most of whom buy online. If our store opens, it will attract a large number of customers. After all, the sensory experience of the real products is completely different. We can only know the quality of clothes by trying them on, and we can also provide customers with quality services and wear recommendations. Nowadays, the street brand industry is really rising and growing, which is in line with the characteristics of young people's pursuit of self-individuality. It is fashionable but not popular, and its personality is not peculiar, which has great development prospects.

Third, the characteristics and price positioning of its own products:

1. Pay attention to the real-time update of styles and styles, and develop in a diversified direction, including not only clothing, but also auxiliary bags, ornaments and shoes. In this way, we can meet more needs of customers without expanding the market, and good collocation can also enhance customers' temperament and purchasing desire.

2. Compared with ordinary people's clothing, our products may be a little more expensive, but their value is reflected in the novelty and novel experience, as well as the advanced design concept of fashion designers.

Fourth, brand entrepreneurship shop opening skills:

1. Choose a shop opening address: a place with low cost but large traffic, so as to accumulate a certain traffic, and the decoration of the shop should be personalized as much as possible.

2. hospitality: when guests come, they must be warm and sincere, so that customers have a feeling of being respected and welcomed, so that they will have a good mood and naturally be happy to buy goods in the store.

3. Grasp the trends and trends: always pay attention to the trends of fashion in the market, which will help to choose some fashionable clothes and fashion elements and provide more design ideas, which will also bring good sales.

4. Catch a designer with unique vision and personality. He/she has a strong design concept to catch some fashion elements and then integrate them into fashion design, which will not only give people a bright feeling, but also bring a strong visual impact, thereby increasing product sales. Shop survey report 2

1. Background of the topic

There are many foreign fast food brands in China, such as KFC, McDonald's, Pizza Hut, Wallace, Paidong, etc., but KFC's operating situation is far superior to other brands in terms of its total operating income, the total number and expansion speed of chain stores and even the average operating power and profitability of each single store.

and "McDonald's and KFC are both fast food brands from America. In the United States, the scale of McDonald's far exceeds that of KFC. McDonald's has more than 31,111 stores around the world with a turnover of more than 41 billion US dollars. And KFC has only 1/3 of McDonald's stores in the world, which is about < P > 1.11 million.

But in China, KFC entered the China market earlier than McDonald's, and its scale far exceeded that of McDonald's. According to statistics in 2111, there were 1,511 restaurants in KFC, but only 711 in McDonald's. " It can be seen that the development of KFC in China market has far surpassed that of McDonald's.

under this background, our group investigated and studied why KFC has performed so well in China market. Analyze the current situation of its operation and development in China.

II. Overview of the survey

1. Purpose of the survey

Through market survey, understand the business strategy adopted by KFC in China; Understand the development of KFC in China through market research;

understand the development advantages of KFC through market research.

2. Respondents

KFC in Guiyang Longdongbao Airport

guiyang university students

3. Survey contents

3.1 Survey on business brands: consumers' preference for "foreign fast food" brands;

3.2 survey of consumers: the reasons why consumers choose KFC are: food quality, service attitude and meal delivery speed;

3.3 the product survey includes: consumer's preference type for products: food combination form, new product launch;

3.4 investigation on the buying behavior of target customers: why, when and how do consumers buy;

3.5 Investigation on KFC brand: investigation on KFC's popularity, recognition and satisfaction;

4. Investigation time

May 3, 21 * *

3. Investigation method

1. Observation method:

1.1 After preparing the contents to be investigated, including the investigation mission, main responsibilities and tasks, and workflow.

1.2 After informing the store supervisor in KFC, our team members observed the consumer behavior in the store and made timely records

1.3 According to the observation, we interviewed the store supervisor and some staff in KFC at the airport to gain a deeper understanding of the customer's purchase. Understand what kind of food customers prefer and the average consumer price.

1.4 merge information: merge the information, and combine the collected information into a comprehensive survey description, and then determine the content of the questionnaire survey to supplement the results of the visit and observation.

2. Questionnaire method: We chose the survey method combining interview observation and questionnaire survey this time, in order to make the survey results more convincing.

2.1 develop a questionnaire. After sorting out the survey results and data, we made an online questionnaire according to the survey contents, with 15 questions.

2.2 questionnaire delivery. After five days of filling in, we collected 117 valid samples.

2.3 questionnaire data analysis. According to the statistical analysis of the respondents' answers to the questions, we

refined the deep consumption behavior behind the questions, and drew the corresponding statistical figures, including list, pie and histogram.

iv. investigation results and analysis

why is KFC so successful, and what are its business development strategies? At present, the strategy and advantages of KFC's development experience in China mainly lie in the implementation of standardization system in both food quality and service quality, the standardization of dining environment labeling and unannounced visits, etc.

After the selection of fast food brands, the reasons why consumers choose KFC, the investigation of KFC products, the investigation of target customers' purchasing behavior and the investigation of KFC brand, we found the management way behind it.

1. Implementing localization strategy

1.1 Localization of talents: In the field investigation, we found that both service personnel and senior management are local personnel, giving full play to their advantages of being familiar with the policy environment and market characteristics.

1.2 product localization. Combined with the traditional food culture in China and guided by the demand, the fried chicken products in adjustment disorder in China market were effectively excluded, and the innovation was constantly introduced to improve the satisfaction of local consumers. In Longdongbao Airport Branch, we found through investigation that "Old Beijing Chicken Roll" and "Roasted Wing" are new products specially designed for the tastes of China consumers, and they are among the best-selling products.

2. Implement the standardization system

KFC's management system is scientifically divided and the standardization system is reliable. KFC's food quality and service quality are widely known by Chinese consumers and become the "most frequently patronized" brand.

2.1 food quality standardization. Focus on three links: first, the quality of raw materials. During the conversation with the staff in the store, we learned that KFC is very strict about raw materials. All the raw materials in this store are airlifted from Chengdu, the head office of Southwest China, and the second is the technical specifications. All products have standardized and digital operation and production procedures. For example, the wrapping action of "sucking the original chicken" before frying should be strictly implemented in accordance with the "seven, ten and seven" operation methods. The third is the shelf life of the product. If fried chicken can't be sold domestically within 1.5 hours after it is out of the pot, it must be discarded; The warranty period of Hamburg is 1.5 minutes; The shelf life of French fries is only 8 minutes; The shelf life of bread is 3 days.

2.2 service quality standardization. Emphasize that service is an extension of product quality, and always pay attention to let customers feel the hospitality and thoughtful service of waiters and fully experience the feeling of being respected by KFC. Regard whether you have the service consciousness of smiling as an important assessment content for hiring employees, and train new employees for nearly 211 working hours to ensure that employees have a high level of service consciousness and service skills.

2.3 in the investigation of the reasons why the target customers choose KFC, we found that among the 117 questionnaires, 29 people chose KFC because of safety and security, and 51 people chose KFC because of thoughtful service, accounting for 47.66% of the sample space, nearly half.

Even in this special period of bird flu, there were 13 people, accounting for 12.15% of the sample, who said they would not give up eating at KFC. It shows that KFC has established a certain reputation for a long time.

3, the project and its characteristics

KFC is the world's largest fried chicken fast food chain, and it has become a well-known brand in the world. Spicy chicken wings, original chicken nuggets, chicken leg hamburgers ... Delicious, crispy and delicious fried chicken is endless. In the China market, KFC catered to the food culture characteristics of China consumers, and successively launched "Old Beijing Chicken Roll", "Four Seasons Fresh Vegetables" and roasted wings. "Lotus Fresh Vegetable Soup" with KFC's staple food-chicken food, is carefully prepared from nutritious raw materials such as vegetables, egg flowers, mushrooms, skirts and carrots. This soup food company, which specially caters to the tastes of consumers in China and even has a name with China characteristics, has implemented a series of service management concepts.

4. Target market and market positioning

KFC mainly targets family members. The promotion focuses on young people who are more receptive to foreign cultures and new things, and all food, services and environment are targeted. This is because young people prefer the light dining atmosphere of western-style fast food, and hope to influence the presence of family members of other age groups.

In addition, KFC also spends a lot of energy on children's customers. In many stores, children's dining areas are specially set up as areas for children to celebrate their birthdays, and colorful decorations are arranged to cater to children's preferences. Toys are also provided as gifts on holidays. On the one hand, we hope to cultivate children's habit of snacks and fast food, on the other hand, we hope that through the drive of children, we can attract the whole family members to the store to receive warm service.

among the 117 people surveyed, 31 people said they would go to KFC with their children, accounting for 28.14% of the sample space. ;