The preface is the general environment, not necessarily for this research, but this information can give you a general market trend; Later, we will talk about how to do this research, what problems to solve and how to solve them.

The following example, you can remember more clearly:

I. Introduction

With the continuous improvement of living standard and consumption level of China residents, the domestic demand for beer is increasing. At present, the beer industry in China is in the era of great changes, and the beer market will gradually form a new pattern. From 2006 54 38+0-2007, under the competition pattern of the largest increase in beer production in major countries in the world, China's beer production occupied the first place for six consecutive years, and it was one of the fastest growing regions in the world beer market. In recent years, the beer market in China has changed from rapid growth to slow growth. It is not difficult to imagine that the future beer market will gradually reach saturation, the driving force of consumer demand will gradually weaken or even disappear, and beer enterprises will also slow down the growth rate of beer production through sales and production.

At present, the beer market in Ningbo has been in a stable period. In this case, how should Snow Beer do media planning in order to gain a firm foothold in the highly competitive Ningbo?

Second, market research.

1. Survey description

Due to the scarcity of human resources and lack of time, this survey adopts the methods of data consultation, fixed-point investigation and personal interview. Understand the connotation, positioning and competition of different beer brands, the channels of beer sales, the drinking or buying habits of beer consumers, and the important factors on the Internet. Understand the popular beer brands in supermarkets, restaurants and canteens near the school. In addition, my classmates, relatives and friends in Ningbo and I made a simple visit to some key points of this survey to get the information of beer consumers.

1. research methods: literature review, fixed-point investigation and personal interview;

2. Research time: June 2, 2065438+00-June 4, 2065438+00;

3. Research location: Jiajiale supermarket, Baika supermarket, canteen and some restaurants.