I. Concepts and characteristics

An investigation report is a document that systematically sorts out, analyzes and studies the materials collected in the investigation after in-depth and meticulous investigation of a certain work, an event and a certain problem, and reports the investigation to the organization and leaders in written form.

The survey report has the following characteristics:

(1) Realism. Investigation report is based on a large number of realistic and historical data, and reflects an objective thing realistically in narrative language. Fully understanding the facts and fully grasping the true and reliable materials are the basis for writing a good investigation report.

(2) pertinence. The investigation report generally has a clear intention, and the relevant investigation and evidence collection are all aimed at and around a comprehensive or thematic issue. Therefore, the problems reflected in the investigation report are concentrated and deep.

(3) logicality. The investigation report cannot be separated from the conclusive facts, but it is not the mechanical piling of materials. Instead, it conducts a rigorous logical argument on the verified data and facts, finds out the reasons for the development and change of things, predicts the development and change trend of things, prompts essential and regular things, and draws scientific conclusions.

II. Classification

There are mainly the following types of investigation reports:

(1) Situation investigation reports. It is a survey report that systematically reflects the basic situation of the region and the unit. The square root of this survey report is to clarify the situation and use it for decision makers.

(2) typical experience survey report. It is an investigation report that summarizes new experience in work by analyzing typical cases, so as to guide and promote some work.

(3) problem investigation report. It is a kind of investigation report aiming at a certain problem, clarifying the truth, identifying the cause and nature of the problem, determining the harm caused, and putting forward ways and suggestions to solve the problem, which provides a basis for the final treatment of the problem and also provides reference for other relevant parties.

III. Writing

An investigation report generally consists of a title and a text.

(1) title. Titles can be written in two ways. One is the standardized title format, that is, "the subject of the post" plus "the genre", and the basic formats are "investigation report on ×××××××××", "investigation report on ××××××××××" and so on. The other is the free-style title, which includes statements, questions and the combination of positive and negative questions. Statements such as "Investigation on the Employment Situation of Master Graduates of Northeast Normal University", questions such as "Why do college graduates choose jobs in coastal areas and Beijing-Tianjin areas", combined with positive and negative headings, state the main conclusions of the investigation report or put forward central questions, and the negative headings indicate the object, scope and problems of the investigation, which is actually similar to the standard format of "publishing topics" plus "languages", such as "The development of colleges and universities focuses on discipline construction-××××" As an official document, it is best to use a standardized title format or a freestyle title combining positive and negative topics.

(2) the text. The text is generally divided into three parts: preface, main body and ending.

1. preface. There are several ways to write it: the first way is to state the cause or purpose, time and place, object or scope, process and method, and personnel composition of the investigation itself, from which the central question or basic conclusion is drawn; The second is to state the historical background, general development process, actual situation, main achievements, outstanding problems and other basic information of the respondents, and then put forward the central questions or main viewpoints; The third is to get straight to the point and directly summarize the results of the investigation, such as affirming the practice, pointing out the problems, prompting the influence, and explaining the central content. The preface plays the role of making the finishing point, and it should be concise and general, and cut to the point.

2. subject. This is the most important part of the investigation report, which details the basic situation, practice and experience of the investigation and study, as well as various specific understandings, viewpoints and basic conclusions drawn from the analysis of the materials obtained from the investigation and study.

3. ending. There are also many ways to write the ending, and you can put forward methods and countermeasures to solve the problem or suggestions for improving the work in the next step; Or summarize the main points of the full text to further deepen the theme; Or ask questions to arouse people's further thinking; Or look to the future and send out encouragement and call.

Writing of market survey report (including model essay)

In order to deeply understand the consumption of households in the alcohol market and catering market in this city, this survey is conducted ...

Key points of knowledge

● Use of market survey report.

● Basic elements of market research report.

● Structure and writing of market survey report.

● writing essentials of market survey report.

ability requirements

● Learn to accurately express the results of market research in a relatively perfect writing form.

Case Appreciation

Men have beards, so they have to shave; Women don't have beards, so naturally they don't have to shave. However, Geely Company in the United States sold "razors" to women, which was a great success.

Geely company was founded in 1911, and its products are very popular because they make men shave conveniently, comfortably and safely. In 1971s, Geely's sales reached 2 billion dollars, making it a world-famous multinational company. However, the leaders of Geely are not satisfied with this, but try their best to continue to expand the market and win more users. In 1974, the company put forward a special "shaving knife" for women.

this decision seems absurd, but it is based on solid and reliable market research.

Geely first conducted a thorough market survey for one year, and found that 65% of women over 31 in the United States shave their legs and armpits regularly in order to maintain a good image. Among these women, in addition to using electric razors and depilatory agents, they mainly rely on buying various male razors to meet this need, and the annual expenditure in this regard is as high as 75 million US dollars. In contrast, American women spend only $63 million a year on eyebrow pencil and eye shadow, and $55 million on hair dye. There is no doubt that this is a market with great potential.

According to the results of market research, Geely Company has carefully designed a new product. Its cutter head part is the same as that of a male razor, with a disposable double-layer blade, but the knife rest is made of brightly colored plastic, and the handle is changed into an arc shape to facilitate women's use, and a daisy pattern is printed on the handle. In this way, the new product immediately shows the characteristics of women.

In order to make the daisy shaver occupy the market quickly, Geely has also drawn up several different "positioning concepts" to solicit opinions from consumers. These positioning concepts include: (1) highlighting the "double-knife shaving" of the shaving knife; Highlight its creative "completely suitable for women's needs"; Emphasize the price of "less than 51 cents"; And the "no harm to the jade leg" that indicates the safety of the product.

Finally, according to the opinions of most women, the company chose "Don't hurt the jade leg" as a prominent focus in sales promotion, and advertised it deliberately. As a result, the daisy shaving knife became a hit and quickly sold all over the world.

this case shows that market research is the premise of business decision-making. Only by fully understanding the market, understanding the market demand and making scientific analysis and judgment on the market can the decision be targeted, thus expanding the market and making the enterprise prosperous.

1. Use of market survey report

[ Example 1] Survey report on household food consumption in XX city

In order to deeply understand the consumption of households in the liquor market and catering market in this city, this survey is conducted. The survey was undertaken by a university in this city from July to August, 2111. The survey method was questionnaire interview, and the total number of samples selected in this survey was 2111. After the investigation, the university will summarize the contents of the investigation, and its investigation report is as follows:

1. Basic information of the respondents

(1) Sample category. Among the valid sample households, there are 321 workers, accounting for 18.2% of the total; 131 farmers, accounting for 7.4% of the total; 211 teachers, accounting for 11.4% of the total; There are 191 government cadres, accounting for 11.8% of the total; 221 self-employed households, accounting for 12.5% of the total; 151 managers, accounting for 8.52% of the total; 51 scientific researchers, accounting for 2.84% of the total; There are 91 households waiting for employment, accounting for 5.1% of the total; 21 doctors, accounting for 1.14% of the total; Other 261 households, accounting for 14.77% of the total.

(2) family income. The results of this survey show that from the overall consumption level of this city, a considerable number of residents are still not well-off, most of them have a per capita income of around 1,111 yuan, and only about 2.3% of consumers in the sample have an income of more than 2,111 yuan. Therefore, a preliminary conclusion can be drawn that the overall consumption level of this city is low, and merchants should be particularly cautious when pricing.

2. Special investigation

(1) Consumption of alcoholic products

1. The consumption of white wine is larger than that of red wine. The reasons are as follows: firstly, besides customers' own consumption, white wine is more used for gifts, while red wine is mainly used for their own consumption; Second, most of the advertisements made by merchants are liquor advertisements, and there are few advertisements for red wine. This directly leads to the market of liquor being larger than that of red wine.

2. The consumption of liquor is diversified.

(1) According to the purpose of buying liquor, about 52.84% consumers use it for their own consumption, about 27.84% consumers use it as a gift, and the rest are random consumers.

The prices of consumers who buy wine for their own consumption are mostly below that of 21 yuan, of which about 26.7% are below RMB 11, and 22.73% are from 21 yuan. From the brand point of view, Daohuaxiang, Yanghe and Tanggou wines are relatively optimistic, especially Tanggou wines, accounting for about 18.75%, which may be related to consumers' local complex. Judging from the consumption of red wine, most of the prices are concentrated between 11 and 21 yuan, among which, those below 11 yuan account for 11.23%. The higher the price grade, the lower the purchasing power. As far as brands are concerned, Huaguoshan, Changyu and hawthorn wine are the main brands.

the price of liquor purchased by the giver is mostly between 81 and 151 yuan (about 28.4%), and about 15.34% of consumers choose more than 151 yuan. In this way, manufacturers' pricing and packaging strategies have a basis, and only reasonable pricing and good packaging can increase sales. From the perspective of brand selection, about 21.59% consumers choose Wuliangye, and 11.795% consumers choose Maotai. In addition, the survey of red wine shows that about 11.2% consumers choose the price of 41 ~ 81 yuan, and about 5.11% choose the price above 81 yuan. In short, from the above consumption situation, the consumption level of consumers basically determines the scale of the liquor market.

(2) The purchase factors are quite distinct. According to the survey data, the factors that consumers pay attention to are price, brand, quality, packaging, advertising and alcohol content in turn, so it can be concluded that the reasonable pricing of manufacturers is very important, and it is also important to create famous brands, seek quality, package skillfully and advertise well.

(3) The customer loyalty survey shows that consumers who change brands frequently account for 32.95% of the total sample, while those who change brands occasionally account for 43.75%; those who like new brands of wine account for 32.39% of the total sample, those who don't care about them account for 52.27%, and those who explicitly say they don't like them account for 3.4%. It can be seen that once a brand is formed in the minds of consumers, it is difficult to change. Therefore, manufacturers should make great efforts to establish corporate image and strive for famous brands, which is very important for the development of enterprises.

(4) motivation analysis. Mainly lies in the consumer's own choice, followed by advertising, then the introduction of relatives and friends, and finally the recommendation of the salesperson. It is not difficult to find that how to attract consumers' attention is the key for enterprises. How to do a good job in advertising and how to establish consumers' reputation will directly affect the scale of the liquor market. For businesses, the quality of salespeople should also be taken seriously, because it has a certain influence on the sales of alcoholic products.

(2) the consumption of food and beverage products.

This survey is mainly aimed at some food consumption places and foods that consumers prefer. The survey shows that consumption has the following important characteristics:

1. Consumers think that the best hotel is not the best choice, and the hotels that consumers often go to are often not the best hotels. Most of the hotels that consumers often go to are mid-range, which is suitable for the consumption level of residents in this city. Now compare several major hotels as follows:

Taifu Hotel is everyone's favorite. In the survey, we found that Yuntian Hotel is relatively good, but due to the particularity of this hotel, it can only be used for holding large-scale meetings, or it can only be entered by VIPs and government dignitaries, so the respondents who are ordinary consumers in the survey rarely choose Yuntian Hotel.

2. Most consumers choose to live around their own work or residence, which is regional. Although there is a lot of randomness in the choice of hotels, it is not absolutely so. For example, Great Wall Restaurant and Huaiyang Restaurant also have some long-distance customers.

3. Consumers pursue fashion consumption, such as catching lobsters, sweet and sour spareribs, sweet and sour tenderloin and diced chicken with kung pao, especially hand-caught lobsters, which account for about 26.14% of the total sample, occupying the catering market with absolute advantage.

4. In recent years, seafood and hot pot have become two bright spots in the citizens' food market, with great market potential and great consumption at present. The survey shows that 61.8% of the samples like seafood and 51.14% like hot pot. In the seasonal survey, 81.83% like to eat hot pot in summer and 36.93% in winter. Hot pot not only has a great market in winter, but also has great market potential in summer. At present, hot pot restaurants and seafood restaurants in this city are all over the streets, forming a major landscape and feature of residents' consumption.

III. Conclusions and suggestions

(1) Conclusion

1. The consumption level of residents in this city is not too high, which belongs to the medium consumption level, with an average income of about 1,111 yuan, and quite a few residents have not yet reached the well-off level.

2. Residents mainly use alcohol products for their own consumption, and most of them are white wine, while the consumption of red wine is relatively small. The brands of alcohol products used for personal consumption, whether white wine or red wine, are mainly hometown wine.

3. When buying wine, consumers pay more attention to the price, quality, packaging and publicity of wine, and quite a few consumers hold an indifferent attitude. Have a high awareness of the new brand of wine.

4. The consumption of hotels is mainly concentrated in the mid-range consumption level. The consumption potential of hot pot and seafood is great, and there is already a considerable consumption market.

(2) Suggestions

1. Merchants should formulate corresponding marketing strategies according to market changes when organizing goods.

2. In the case that consumers choose more local wines, the government and merchants should take active measures to guide consumers' consumption and realize a virtuous circle of urban consumption.

3. As the consumption of seafood and hot pot increases, the management of urbanization is chaotic. The government should strengthen management, scientifically guide the market and promote the construction of urban civilization.

the market survey report is based on the analysis, sorting, screening and processing of the data obtained from the survey.