I. Concepts and Characteristics \ x0d \ x0d \ 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 writing. \ x0d \ x0d \ survey report has the following characteristics: \ x0d \ x0d \ (1) realism. The investigation report is based on a large number of realistic and historical materials, and truly reflects an objective thing with narrative language. Fully understanding the facts and mastering authentic and reliable materials is the basis for writing a good investigation report. \ x0d \ x0d \ (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 profound. \ x0d \ x0d \ (3) logic. The investigation report cannot be separated from conclusive facts, but it is not a mechanically piled material. Instead, it conducts rigorous logical argumentation 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. \x0d\\x0d\ II。 Classification \ x0d \ x0d \ investigation reports mainly include the following types: \ x0d \ x0d \ (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. \x0d\\x0d\ (II) Typical experience investigation report. It is an investigation report that guides and promotes some work by analyzing typical cases and summing up new experience in work. \x0d\\x0d\ (3) Problem investigation report. It is an investigation report that aims at a certain problem, clarifies the truth, finds out the cause and nature of the problem, determines the harm caused, and puts forward the 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. \x0d\\x0d\ III。 Writing \ x0d \ x0d \ investigation report generally consists of a title and a text. \x0d\\x0d\ (1) title. There are two ways to write a title. One is the standard title format, that is, "post theme" plus "genre", and the basic formats are "investigation report on ××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××× The other is freestyle title, which includes the combination of declarative sentences, interrogative sentences and positive and negative questions. For example, a statement like "Investigation on the Employment of Master Graduates from Northeast Normal University" and a question like "Why do college graduates choose to work in coastal areas and Beijing-Tianjin areas", combined with positive and negative titles, state the main conclusions of the investigation report or put forward central questions. The negative title indicates 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-×××××". \ x0d \ x0d \ (2) Text. The text is generally divided into three parts: preface, text and conclusion. \ x0d \ \ x0d \ 1。 Preface There are several ways to write it: the first way is to state the reason or purpose, time and place, object or scope, process and method, and personnel composition of the investigation itself, and draw the central question or basic conclusion from it; The second is to state the historical background, development survey, actual situation, main achievements, outstanding problems and other basic situations of the respondents, and then put forward the central issues or main viewpoints; The third is to come straight to the point and directly summarize the survey results, such as affirming the practice, pointing out the problems, prompting the impact, and explaining the central content. The preface plays the role of making the finishing point, and it should be concise and to the point. \ x0d \ \ x0d \ 2。 Theme. This is the most important part of the investigation report, which introduces in detail the basic situation, practice and experience of the investigation and research, as well as various specific understandings, viewpoints and basic conclusions obtained from the analysis of the materials obtained from the investigation and research. \ x0d \ \ x0d \ 3。 End. There are also many ways to write the ending, which 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 and further deepen the theme; Or ask questions to arouse people's further thinking; Or look to the future and send out encouragement and call. \x0d\\x0d\ Write a market survey report (including model essay) \x0d\\x0d\ The purpose of this survey is to deeply understand the consumption of households in the alcohol market and catering market in this city? \x0d\\x0d\ knowledge points \x0d\\x0d\● The purpose of the market research report. \x0d\\x0d\● Basic elements of market research report. \x0d\\x0d\● Structure and writing of market research report. \x0d\\x0d\● Essentials of writing market research report. \ x0d \ x0d \ ability requirements \ x0d \ x0d \ ● Learn to accurately express the results of market research in a more perfect writing form. \x0d\\x0d\ Case Appreciation \x0d\\x0d\ When a man has a beard, he has to shave it; Women don't have beards, so naturally they don't have to shave. However, Geely Company in the United States sold "razors" to women and achieved great success. \ x0d \ x0d \ Geely Company was established in 190 1, and its products are very popular because they make shaving convenient, comfortable and safe for men. In 1970s, Geely's sales reached US$ 2 billion, making it a world-famous multinational company. But Geely's leaders are not satisfied with this, but try their best to continue to expand the market and win more users. 1974, the company put forward a special "shaving knife" for women. \ x0d \ x0d \ This decision seems absurd, but it is based on solid and reliable market research. \ x0d \ x0d \ Geely conducted a thorough market survey for one year, and found that 65% of women over 30 in the United States should shave their legs and armpits regularly 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 demand, and the annual expenditure in this regard is as high as 75 million US dollars. In contrast, American women spend only $63 million on eyebrow pencil and eye shadow and $55 million on hair dye every year. There is no doubt that this is a market with great potential. \x0d\\x0d\ According to the results of market survey, Geely Company has carefully designed a new product. Its cutter head part is the same as that of male shaver, and it adopts disposable double-layer blades, but the knife rest is made of brightly colored plastic, and the handle is changed to arc shape, which is convenient for women to use, and the daisy pattern is printed on the handle. In this way, the new product immediately shows the characteristics of women. \x0d\\x0d\ In order to make daisy razors occupy the market quickly, Geely has also drawn up several different "positioning concepts" to solicit the opinions of consumers. These positioning concepts include: (1) highlighting the "double-knife shaving" of the shaving cutter; Highlight its creativity "completely suitable for women's needs"; Emphasize the price of "less than fifty cents"; And the "no harm to the jade leg" that indicates the safety of the product. \x0d\\x0d\ Finally, according to the opinions of most women, the company chose "Don't hurt the jade leg" as the highlight of the promotion, and advertised it deliberately. As a result, the daisy razor became an instant hit and sold well all over the world. \ x0d \ x0d \ This case shows that market research is the premise of business decision. 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. \x0d\\x0d\ 1。 Use of Market Survey Report \ x0d \ [example1] XX household food consumption survey report \x0d\\x0d\ In order to deeply understand the consumption of households in this city in the alcohol market and catering market, this survey is conducted. The survey was conducted by a university in this city. The investigation time was from July to August in 20001year, and the investigation method was questionnaire interview. The total number of samples selected in this survey is 2000. After the investigation, the university will summarize the contents of the investigation, and its investigation report is as follows: \ x0d \ x0d \ 1. Basic information of the respondents \ x0d \ x0d \ (1) Sample category. Among the valid sample households, there are 320 workers, accounting for18.2% of the total number; 130 farmers, accounting for 7.4% of the total; 200 teachers, accounting for11.4% of the total; Government officials 190, accounting for10.8% of the total; 220 self-employed households, accounting for12.5% of the total; Managers 150, accounting for 8.52% of the total; 50 researchers, accounting for 2.84% of the total; 90 households to be employed, accounting for 5.1%of the total; 20 doctors, accounting for1.14% of the total; Other 260 households, accounting for 14.77% of the total. \ x0d \ x0d \ (2) Family income. The results of this survey show that from the overall consumption level of this city, there are still quite a few residents who are not rich. The per capita income of most residents is about 1000 yuan, and only about 2.3% of consumers in the sample earn more than 2,000 yuan. Therefore, we can draw a preliminary conclusion that the overall consumption level of this city is low, and merchants should be particularly cautious when pricing. \x0d\\x0d\ II。 Special survey part \x0d\\x0d\ (1) Consumption of alcoholic products \x0d\\x0d\ 1. The consumption of white wine is higher than that of red wine. The reasons are as follows: First of all, besides customers' own consumption, liquor 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 red wine advertisements. This directly leads to a larger market for liquor than red wine. \ x0d \ x0d \ 2。 Liquor consumption is diversified. \x0d\\x0d\( 1) From the purpose of buying liquor, about 52.84% of consumers use it for their own use, about 27.84% use it as a gift, and the rest are random consumers. \ x0d \ x0d \ Consumers who buy alcohol for their own use mostly have prices below that of 20 yuan, of which 26.7% are below 10 yuan and 22.73% are below 10 ~ 20 yuan. From the brand point of view, Daohuaxiang, Yanghe and Tanggou wines are more promising, especially Tanggou wines, accounting for about 650%. Judging from the consumption of red wine, most of the prices are also concentrated between 10 ~ 20 yuan, among which the price below 10 yuan accounts for 10.23%. The higher the price level, the lower the purchasing power. As far as brands are concerned, Huaguoshan, Changyu and hawthorn wine are the main brands. \x0d\\x0d\ The price of liquor purchased by the giver is mostly between 80 ~ 150 yuan (about 28.4%), and about 15.34% of consumers choose 150 yuan or above. In this way, manufacturers' pricing and packaging strategies have a basis, and only reasonable pricing and good packaging can increase sales. In terms of brand selection, about 2 1.59% consumers choose Wuliangye, 10.795% consumers choose Maotai, and the survey of red wine shows that about 10.2% consumers choose the price of 40 ~ 80 yuan, which is about 5.1/kloc-0. In short, from the above consumption situation, the consumption level of consumers basically determines the scale of the liquor market. \x0d\\x0d\(2) The purchase factors are quite clear. According to the survey data, the factors that consumers pay attention to are price, brand, quality, packaging, advertising and alcohol content in turn. From this, it can be concluded that it is very important for manufacturers to set reasonable prices, and it is also important to create famous brands, seek quality, package skillfully and advertise well. \x0d\\x0d\(3) The customer loyalty survey shows that consumers who frequently change brands account for 32.95% of the total sample, 43.75% occasionally change brands, 32.39% like new brand wines, 52.27% don't care, and 3.4% explicitly dislike them. It can be seen that once a brand is formed in the minds of consumers, it is difficult to change it. Therefore, production enterprises should strive to establish corporate image and strive for famous brands, which is very important for the development of enterprises. \x0d\\x0d\(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 sales staff. It is not difficult to find that how to attract consumers' attention is the key to the enterprise. How to advertise well and how to establish the reputation of consumers will directly affect the scale of liquor market. For merchants, the quality of sales staff should also be paid attention to, because it has a certain impact on the sales of alcoholic products. \ x0d \ x0d \ (2) Consumption of food and beverage products. \x0d\\x0d\ 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: \ x0d \ x0d \ 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 hotels frequented by consumers are mid-range, which is different from hotels of local residents. Now compare several hotels as follows: \ x0d \ x0d \ Taifu Hotel is the most popular hotel, with about 3 1.82% of consumers choosing it, followed by Wanghailou and Mingzhu Hotel, 10.23%, and then Jinhua Hotel. In the survey, we found that Tian Yun Hotel is relatively good, but because of its particularity, it can only be used to hold large-scale meetings, or only VIPs and government dignitaries can enter, so the respondents who are ordinary consumers in the survey rarely choose Tian Yun Hotel. \x0d\\x0d\2。 Most consumers choose to live where they work or live, which is regional. Although the choice of hotels is very arbitrary, it is not absolutely so. For example, Great Wall Hotel and Huaiyang Hotel also have some long-distance customers. \x0d\\x0d\3。 Consumers pursue fashion consumption, such as catching lobster, sweet and sour pork ribs, sweet and sour tenderloin, kung pao chicken, etc., especially hand-caught lobster, accounting for about 26. 14% of the total sample, occupying the catering market with absolute advantage. \x0d\\x0d\4。 In recent years, seafood and hot pot have become two bright spots in the citizen food market, with huge market potential and good consumption status. The survey shows that 60.8% of the samples like seafood, and about 5 1. 14% like hot pot. In the investigation of seasons, about 8 1.83% like to eat hot pot in summer and 36.93% like to eat hot pot in winter. Hot pot not only has a large market in winter, but also has great market potential in summer. At present, hot pot restaurants and seafood shops in this city are all over the streets, forming a major landscape and feature of residents' consumption. \x0d\\x0d\ III。 Conclusions and suggestions \ x0d \ x0d \ (1) Conclusion \ x0d \ x0d \ 1. The consumption level of residents in this city is not too high, which belongs to the medium consumption level. The average income is about 1000 yuan, and quite a few residents are still concerned about it. \ x0d \ x0d \ 2。 Residents mainly use alcoholic products for their own use, mostly white wine, and the consumption of red wine is relatively small. Liquor brands used for personal consumption, whether white wine or red wine, are mainly home wines. \x0d\\x0d\3。 Consumers pay more attention to the price, quality, packaging and publicity of wine when buying wine, and quite a few consumers hold an indifferent attitude. Have a high awareness of new brands of wine. \x0d\\x0d\4。 Hotel consumption 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. \x0d\\x0d\ (2) Suggestions \ x0d \ x0d \ 1. Merchants should formulate corresponding marketing strategies according to market changes when organizing goods. \x0d\\x0d\2。 When consumers choose more local wines, the government and merchants should take active measures to guide consumers to consume and realize a virtuous circle of urban consumption. \x0d\\x0d\3。 Due to the increase in consumption of seafood and hot pot, urbanization management is chaotic. The government should strengthen management, scientifically guide the market and promote the construction of urban civilization. \ x0d \ x0d \ Market survey report is a written report that describes and reflects the market survey results and puts forward the author's views and opinions on the basis of analyzing, sorting and processing the survey data. \ x0d \ x0d \ Market research report is the final result of market research and the most important link in the process of market research. Many managers do not necessarily participate in the market research process, but they will use the survey report to make business decisions. A good investigation report can provide effective guidance for the marketing planning activities of enterprises, and at the same time, it can play a positive role for managers of various departments to understand the situation, analyze problems, make decisions, make plans, and control, coordinate and supervise. If the survey report is not well written, even the best survey data will be eclipsed and may even lead to the failure of market activities. \x0d\\x0d\ II。 Basic elements of market research report \ x0d \ x0d \ A market research report generally has three elements. \x0d\\x0d\ basic information. That is, the description and explanation of the survey results can be explained by words, charts and figures. The introduction should be detailed and accurate, providing a basis for the following analysis and conclusions. \ x0d \ x0d \ analysis and conclusion. Scientifically analyze the above data, find out the reasons and the influence of various factors, see the essence through the phenomenon, and give the respondents a clear conclusion. \ x0d \ x0d \ Measures and suggestions. By analyzing the survey data, we have a clear understanding of the market situation. In view of the contradiction between market supply and demand and the problems found in the investigation, some suggestions and opinions are put forward for the leaders to make decisions. \x0d\\x0d\ Related links \x0d\\x0d\ There are four basic methods of market survey, namely, general survey, sampling survey, typical survey and key survey. The commonly used concrete methods mainly include: inquiry, observation, experiment and data research. \x0d\\x0d\ III。 Structure and Writing of Market Research Report \ x0d \ x0d \ [Example 2] Who is buying a private car? With the rise of young car owners, individual car owners are the main force \ x0d \ x0d \ Independent investigation of private car owners in Hangzhou \ x0d \ x0d \ In recent years, with the vigorous development of automobile consumption, tens of thousands of people in Hangzhou have realized their car dreams. According to statistics, the number of private cars in Hangzhou has increased from 2.5 per 100 households at the end of last year to about 3. 1 vehicle. It is estimated that by the end of this year, Hangzhou will become the fastest growing city in China. \x0d\\x0d\ So who is driving the consumption frenzy of private cars in Hangzhou? What are the obvious characteristics of Hangzhou auto market? These problems are undoubtedly the focus of many people in the industry and car owners. Recently, we made a sample survey of private cars in Hangzhou through face-to-face interviews, telephone interviews and online surveys in some hotels, office buildings, parking lots and living quarters. A total of 300 questionnaires were distributed in this survey, and 253 valid questionnaires were recovered. \ x0d \ x0d \ The rise of young car owners \ x0d \ x0d \ Miss Wang, who works in a foreign trade company, said that ordinary means of transportation can no longer meet the needs of young people now. Nowadays, young people show their individuality and have their own independent space for everything. At the same time, the fast-paced work and life urge young people to need faster transportation to achieve high efficiency. \ x0d \ x0d \ survey results show that middle-aged car owners are still the mainstream group of private car owners, accounting for 63.3% of the survey population. It is worth noting that some young car owners are on the rise, accounting for 26.5% of the total number. These car owners are about 20 ~ 30 years old, most of them have bachelor's degrees, have good jobs, and their annual income is about 50,000 ~ 65,438+10,000 yuan. More than 50% of them buy their own cars. \ x0d \ x0d \ These car owners are the most sensitive to the car price, accounting for 37%. In addition, fuel consumption, safety, brand and appearance are also the main factors they pay attention to. The models and colors they choose are generally fashionable, and the driving experience is generally synchronized with the time of buying a car, mostly concentrated in the past three years. \ x0d \ x0d \ individual car owners are the main force \ x0d \ x0d \ Mr. Chen, who is privately owned and owns a Buick commercial vehicle. He said that more and more people around him bought commercial vehicles. From a professional point of view, the internal space of commercial vehicles is open, which provides a place to receive customers and negotiate business at any time. In addition, corporate image and personal identity have also been improved. \ x0d \ x0d \ In the survey, private car owners are still the mainstream, accounting for 26.5% of the total. Surprisingly, the professional composition of private car owners presents an unprecedented trend of diversification: civil servants, teachers and ordinary staff have become the fastest growing car buying groups. \ x0d \ x0d \ This kind of car is mainly used for commuting, and it is also convenient for traveling on weekends. The selected price is basically between 50,000 ~ 654.38+0.5 million yuan. Mr. Fang, a civil servant, bought a VIOS, which usually takes his children to and from school and his wife to and from work on weekdays. On weekends, they drive their families to the surrounding scenic spots to feel the scenery of nature. He said with emotion that with the car, the radius of life has expanded a lot and the quality of life has also improved. \x0d\\x0d\ Buyers are willing to pay the full amount \x0d\\x0d\ Owners tend to change cars in five years. \x0d\\x0d\ survey shows that the market share of economical family cars is far ahead, and the price of the first car purchased by 86% people is less than 6.5438+0.5 million yuan; In addition, 44.9% of car owners said that they would change a new car every five years on average. In particular, the metabolism of domestic automobile production and circulation market has accelerated, and various new cars have emerged one after another. The continuous improvement of after-sales service and low-cost marketing strategy not only make the ordinary working class realize the dream of buying a car, but also make the bulging people who like to experience different driving feelings full of car addiction. \ x0d \ x0d \ But it is worth noting that car owners still lack the awareness of obeying traffic rules. The survey shows that only 1% of people have never violated the rules after buying a car, 60% of car owners have about five violations, and the proportion of violations exceeding 10 is as high as 12%. \ x0d \ x0d \ Market research report has no fixed and unified format, and its structure generally includes two parts: title and text. \x0d\\x0d\ (1) The title of the market research report should summarize the basic contents of the full text, so as to be accurate, concise and eye-catching. Common writing methods are: \x0d\\x0d\ Single-line title can be composed of survey object, survey content (scope) and language. For example, \ x0d \ x0d \ Tianjin bicycle market position at home and abroad \ x0d \ can directly reveal the investigation conclusion, such as \ x0d \ \ x0d. Why are electric toys so popular \ x0d \ x0d \ Double-line titles generally consist of two lines, such as \ x0d \ x0d "The Emperor's Daughter" and \ x0d \ \-Zhoushan unsalable fish survey \ x0d \ State the purpose, time, place, object, scope, method and result of the survey. \x0d\\x0d\ Introduce the basic information of the respondents. \x0d\\x0d\ ask questions. For example: \ x0d \ x0d \ What's the sales situation of the once-popular modular furniture this year? Market research shows that the sales of modular furniture are weakening day by day and have entered a recession period. The main part of \ x0d \ x0d \ is also the core part of the investigation report, which generally includes three aspects: \ x0d \ x0d \ basic situation. That is, the respondents' past and present objective situation. Such as development history, market layout and sales.