Market research is to give us a new understanding of a thing or an industry, so it is particularly important when exploring a field. For this reason, I have compiled some information for you. Please refer to it.

Part 1

1. Foreword: The international market demand for organic products in China has promoted the start and development of China's organic industry, but the domestic organic product market in China really appeared after 2111. It is predicted that in 2115, China's domestic organic agricultural products will reach a market scale of 61 billion yuan, and China will become the fourth largest consumer of organic food, and organic food is expected to account for 1%-1.5% of the whole food market in China. Domestic organic products are mainly organic foods, and their types mainly include: rice, beans, grains, vegetables, meat, eggs, milk and edible oil. Due to the limitation of production scale, technology, sales places and channels, the cost and price of organic food are higher than that of ordinary food. The price of some grain and meat organic food is about 3 times that of ordinary food, while the price of some organic vegetables is as much as 11 times that of ordinary vegetables.

1.2. Survey description:

The main tasks of the survey process are to determine the survey theme, formulate the survey plan, design the questionnaire, grasp the progress, assist each other and interview the survey, process information and analyze the results.

second, customer demand survey

2.1. customer needs and desires * * * needs &; Wants*** Analysis

2.2. Explanation of customer demand data

2.3. Analysis of customer purchasing behavior 2.3.1. Analysis of decision makers

* * * 1 * * Our decision: it was made through group discussion. ***2*** The decisions that affect the whole are: chairman and marketing director. ***3*** Customer's decision-making mode * * * The following table ***

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***4*** Typical buyers: the older they are, the higher their education level is.

* * * 5 * * Influencer * * * Position sequence * * *; Chairman-Director of Marketing Department-Manager of Marketing Department-Head of Department. ***6*** Decision-making process: a Formation of decision-making problems, including proposal and determination of objectives;

B judge the natural state and its probability; C draw up a number of feasible schemes; D evaluate the scheme and make a choice

2.3.2. Analysis of purchasing behavior

* * * 1 * * Category demand is generated by customers: with the development of market economy, the fields of personal consumption demand will be continuously expanded, and the content will be more colorful, and consumers will generate category demand. Sellers will affect customers' category demand.

***2*** The channels for customers to know about suppliers and their product packaging/services are as follows: a. E-commerce channels, which can be found directly on the

website. B, on-the-spot understanding, to understand the supplier base in an interview. C. Call the supplier's customer service to find out.

***3*** The driving forces that affect customers' purchase are: high safety of organic vegetables, no pesticide residue, and high edible nutritional value

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* * * 4 * * The obstacle that affects customers' purchase is that the cost of organic vegetables is high, so the corresponding price is relatively high. ***5*** The customer thinks that the exit criteria are: vegetables are not fresh, there are pesticide residues and pests.

2.4. Analysis of customer value transfer

* * 1 * * Among all the elements of products provided by suppliers, customers are most concerned about: the quality of organic vegetables. ***2*** The first ***2~3 preferences that customers pay attention to are: quality, price and brand. 6

Third, customer intelligence research

3.1. Customer classification

* * 1 * * * The thinking of customer segmentation probably includes the following categories:

1 * * physiological information: gender, age, nationality

2 * * family information: marital status, fertility status and family number

. Home ownership,

value orientation

4*** Consumer information: favorite brands, consumption frequency, consumption quota and consumption structure

3.2. Customer intelligence analysis

* * * 1 * * Vision and mission

Firmly believe that safety is the basic right, food is the first thing for the people, and safe food is the prerequisite for all delicious food. Adhere to the pursuit of health, so that the original flavor of food, health is the most basic taste of food.

Advocating green and organic, we advocate the concept of healthy and organic food and the attitude of returning to nature. We will devote ourselves to popularizing scientific breeding methods, advocating green environmental protection and nature farming, following the laws of nature, maintaining ecology and environment, and reducing or even rejecting chemicals, pesticides and growth promoters, so that everyone can eat organic and healthy food. ***2*** Business strategy

1. The sample market area is the area that the company absolutely occupies. For the sample market, the company must ensure investment.

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Establish marketing branches as far as possible to the county-level and even township markets, conduct in-depth distribution, firmly occupy the terminal network, and intensively cultivate the regional markets.

2. The market area in the base area is absolutely controlled by the company, so companies in this area should focus on investment, usually in the mode of direct operation, intensively cultivate the sales channels, and compete with competitors with emphasis and pertinence.

3. Guerrilla regional market is a market where the company has no customer base, so it is unnecessary to invest human, financial and material resources in such regional companies, and it is only necessary to adopt cash and spot marketing mode and control risks. However, the areas with sales potential should be mainly cultivated, and preparations should be made for the next market refinement in terms of dealer selection and channel construction.

4. after determining the role of the regional market, a region is further subdivided into a number of segmentation slots by comprehensively considering relevant factors such as administrative divisions, population, consumption level, traffic conditions, customer distribution, and policy investment. And specifically determine the progress of market development and product promotion, target tasks * * * including sales quantity and sales amount * * *, target market share, names of distribution customers such as target dealers and retail terminals.

Business problems faced by * * * 3 * * *:

A. Business is not up to standard, promotion costs are high, and funds are tight. B, uneven regional development, leading to differences in profits of organic vegetables. C. the efficiency of supplying organic vegetables. D, the preservation of organic vegetables. ***4*** Purchasing trend:

In the past, people mostly ate ordinary vegetables, but now with the promotion of organic vegetables, they have gradually become mainstream vegetables. ***5*** Explain the current situation of the customer database, and what channels or sources are there to increase the customer database?

Our company generally obtains customer information through the following four channels: 1. The original customer accumulation is mainly accumulated by the company's years of operation. This part of information is mainly accumulated by the company through advertising, channel development, introduction of old customers, etc., which is the foundation of enterprise survival. The advantages of this part of the information are high authenticity and high awareness of the company, but the disadvantages are: small quantity. It has little effect on large-scale market development. By saying this, I am not denying the value of this part of information. The real value of this part of information will be reflected in later lectures.

2. Internet search. This part of the data is mainly obtained manually or through some software searches, mainly through some search engines: Baidu, Google, etc., and also through some industry websites: Alibaba, HC, etc. The advantage of the data obtained in this way is that the amount may be relatively large and there is no cost, but if you analyze it carefully, there are still many disadvantages. If you search online manually, the quality of the data can be guaranteed, but the quantity is not guaranteed. The cost of labor is still very high, and there are many people searching in this way, and you can find what you can. Such a company will have a high harassment rate and instinctively reject telemarketing and other methods, making it difficult to make orders. Using software search can reduce the labor cost, but the accuracy of the data will be poor, and the division of industries and regions will be even more inaccurate, which will cause great obstacles to the later marketing. Just like manual search, you can find more than people, so the harassment rate of such companies will be high, and they will instinctively reject telemarketing and other ways, making it difficult to make orders.

3. Participating in exhibition collection: The data from this source is highly accurate and meets the requirements of the target customer orientation, but there is only one disadvantage, that is, the cost is too high, the quantity is too small, and it has little influence on large-scale database marketing projects

4. The advantages of purchasing this method by data companies are that they can get a large number of data at one time, and because of the professionalism of the data companies themselves, Will make a certain positioning for your target customer group, and get the information

Part 1

Analysis of important customers

* * * 1 * * Key customers: customers who have cooperated and customers of high-income groups.

* * * 2 * * Core customers: On the basis of extensive contact with a large number of customers, the enterprise analyzes all customer information through the CRM system, identifies some basic information of customers, establishes customer credit files, and then confirms the purchasing qualification of core customers, that is, analyzes the customer's contribution to the enterprise from the past transaction history, and then analyzes and evaluates them separately, and ranks them in order. The standard of active customers can be set according to the internal situation of the enterprise, and then the 21% with the largest contribution rate can be selected from the list of active customers to identify the core customers who create most profits for the enterprise.

* * * 3 * * The purpose of doing this is: First, to collect the information of core customers, establish a database of core customers of enterprises, and conduct risk analysis on core customers, so as to provide further support for products or services of core customers in the future; The second is to make core customers deeply impressed with the products or services of the enterprise, so as to stimulate the desire of core customers to buy many times. To accurately locate the core customers, we must know the nature of the relationship between the enterprise and the core customers, and we must also analyze the differences of the core customers. The differences of different core customers are mainly manifested in the differences in business value and product demand of enterprises. By analyzing the differences of core customers, we can identify the types, detailed needs and value orientation of core customers, so that enterprises can clearly know the business scope, the dependence power and the distribution of core customers on enterprises. On this basis, enterprises can better allocate all kinds of resources, constantly improve products and services, improve customer satisfaction, thus establishing a solid customer relationship and firmly grasping the most valuable customer resources, with a view to maximizing corporate profits at the lowest cost.

iv. competitive intelligence research report

4.1. overview of main competitors

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4.2. business analysis of competitors

Huizhou Tianxin organic agricultural development co., ltd. is a large company mainly engaged in the production of organic agricultural products, with several bases in Shenzhen, Guangzhou, Huizhou and Yunnan, which is located in Aiguang Village, Liangjing Town, Huizhou, and is far from the center of Huizhou. Covering an area of more than 711 mu * * * 151 mu of fruits and vegetables are planted in greenhouses, 411 mu in open air, 151 mu of orchards and 31 mu of camellia * * *. The company has long been engaged in technical research and development with the Provincial Academy of Agricultural Sciences and Shenzhen Agricultural Aerospace Breeding Center, with strong technical force. The main organic varieties are: colored pepper, green pepper, tomato, zucchini, watermelon, pumpkin, melon, cucumber, bitter gourd, cantaloupe, red leaf lettuce, rapeseed heart, Shuidong mustard, white eggplant, space eggplant and so on. Products are mainly sold to Hong Kong, Singapore, Malaysia and other places.

4.3. Competitiveness analysis of different market segments

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V. Channel/price survey 5.1. Overview of intermediate channels

(1) Type: traditional marketing channels: wholesalers, agents, retailers

New distribution channels: chain operation, franchising, self-operated sales organizations of production enterprises, ⑵ level of online direct selling: zero-order channel manufacturers → consumers

first-order channel manufacturers → retailers → consumers

second-order channel manufacturers → wholesalers → retailers → consumers

manufacturers → agents → retailers → consumers

third-order channel manufacturers → agents → wholesalers → retailers → consumers.

manufacturer → wholesaler → professional wholesaler → retailer → consumer

(3) Structure: 1. Length structure * * * Hierarchical structure * *

The length structure of marketing channels, also known as hierarchical structure, refers to a channel structure defined according to the number of channel middlemen * * * buying and selling links, that is, the number of channel hierarchies. Usually, according to the number of channels involved, a marketing channel can be divided into zero-level, first-level, second-level and third-level channels.

2. Width structure

The width structure of a channel is defined according to the number of channel middlemen at each level. The channel width structure is influenced by the product nature, market characteristics, user distribution and enterprise distribution strategy. The width structure of channels can be divided into the following three types: ① intensive distribution channels; (2) selective distribution channels; ③ exclusive distribution channels

3. The breadth structure of channels is actually a diversified choice of channels. That is to say, many companies actually use a combination of multiple channels, that is, they adopt a mixed channel model for sales. ⑷ The company uses the methods of finding retailers to sell and selling online, and adopts the zero-level channel, the first-level channel and the mixed channel mode to sell products. However, Tianxin Organic Agricultural Development Co., Ltd. uses the self-operated sales organization and online direct sales of production enterprises, and adopts zero-level channels and width structure. In the future development, online direct selling will be particularly important. With the continuous development of the Internet and the gradual maturity of online stores, more and more consumers enjoy the convenience brought by online shopping.

analyze the pricing strategy, price distribution, customer's price expectation and sensitivity analysis of our main competitors

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The more substitutes, the higher the price sensitivity of consumers, and the fewer substitutes, the lower the price sensitivity of consumers. Substitutes refer to products that can meet the same needs of consumers, that is, inorganic agricultural vegetables and organic agricultural vegetables are substitutes for each other. The more important the product, the lower the price sensitivity of consumers. When the product is not necessary, consumers are interested in it.