social investigation report

-analysis of the market investigation of Jinliufu wine in Dongsheng District and its sales strategy

Introduction in the first chapter

Reasons and significance of selecting the topic

The market investigation of Jinliufu wine we studied this time is based on our social work major, and the knowledge and skills learned in social work major are applied to the market investigation by expanding its internal meaning.

Through the social practice in summer vacation, we deeply realized the advantages of social work specialty. The major of social work is in the initial stage of development in China. For some people, the knowledge of social work is half-baked or even unfamiliar. As a college student of this major, practice has tested the powerful value of the professional knowledge of social work. Therefore, according to our investigation of Jinliufu wine market, we would like to talk about how we should grasp the market trends, do a good job of investigation and manage the off-season market.

one, Comparison between social work and market survey

Name

Composition

Social work

Market survey

Process analysis:

Recipients' willingness and acceptance

Social workers' recipients

Helpers' willingness and actions are in line with customers' wishes and acceptance of market survey

Market survey customers (consumers)

> elements of work

social workers

recipients

social values

helping activities

consumers

market research values

market research activities

1. Market research: Market research is the primary component of market research activities. Without a communicator, market research activities cannot be discussed. He is a service provider of products.

2. Consumers: Without consumers, it is impossible to complete this interactive activity.

3. Market survey values: In my opinion, honesty and respect are the most important values after one month's practice. Of course, businessmen are based on interests, but without the cornerstone of honesty, they can't build tall buildings. Secondly, respect, respect the wishes of customers, importune will only lead to consumers' disgust, and finally the transaction activity can not be completed.

4. Market research activity: it is the key process to achieve the goal, and in this process, the two protect the main body. In the process of market research, market researchers spread accurate and correct information and services that can meet the needs of consumers, while consumers output their understanding, choice and response to products.

Second, the skills of social work specialty integrated in market research work

Certain skills play a multiplier role in getting things done, and the problem-solving skills in social work are fully utilized in this practice.

1. Communication skills

When introducing products to consumers, it is a kind of information transmission, which occurs when market researchers send information to customers. In the process of work, we communicate with customers all the time, which requires familiarity with communication skills.

(1) the speed of speech depends on the age of the customer, the speed of speech of the customer and the reaction speed of the customer.

(2) the size of the tone of voice, the quiet or noisy environment and the good or bad attitude of the customer all determine

(3) eye contact. When the customer knows about the product, the degree of understanding will be revealed to some extent through the eyes. Therefore, it is very important to capture customers' eyes in time and accurately.

(4) Physical communication When in doubt, customers will hug their shoulders, tighten their brows, and of course there will be different movements, which requires us to find these from a keen perspective.

(5) In addition, the choice of language is also very important. First of all, we should use easy-to-understand phrases to send information, and promote consumers' trust as soon as possible through these languages, so as to get timely feedback of information. Secondly, effectively receive information, correctly understand the information obtained and its connotation, and make timely and accurate answers to the content of customer dissatisfaction.

2. Skills of establishing relationships

Market investigators should establish relationships with consumers through certain methods and strategies and then work smoothly. If market researchers can't start a chapter with consumers, they can't work smoothly, but sincere and frank response to each other and respect for customers are the lubricants for their work. In this process, first of all, we should pay attention to the customer image instrument. Market research high-tech products are certainly unacceptable to the middle and lower classes. And the image, behavior, words and spit all determine these. Secondly, it depends on the look. If the customer is leisurely and crazy, it is a good service object. If the customer is in a hurry, he will definitely ignore it, so the market research work will only hit a wall.

3. Observation skills

Market investigators should be able to observe and judge all aspects of customers sensitively and carefully, so as to adapt to their roles and enter the market research process more quickly, which also provides a convenient channel for market research.

4. Evaluation skills

I feel that this process is a process of introspection, and the process of growth is in a hurry. If I don't record it in time, the time will only be a fragmented memory, so after each interaction, I think about what I have gained and lost. I feel that this is a process of finding growth experiences from growth.

A leaf belongs to a season. Young people have beautiful years. We are young and frivolous, and we will experience the baptism of the storm. We will walk out of the ivory tower, but the school is not really an eternal school, but there is only one real school, and that is society. Social practice guides our students to go out of school, go to society, get in touch with society and understand society. Tired and sweated, but we grew up.

Of course, social knowledge will not be completely the same as professional knowledge, but mastery is the real skill. Perhaps social work is not the best and most useful major, but now that you have chosen it, you only care about the hardships, and there can be no master key in your life. Success will only accumulate slowly and precipitate bit by bit ...

III. Introduction to Jinliufu Wine

1. Jinliufu Wine: Wuliangye Winery. "Six" is the great harmony of six or six; "Fu" means many blessings. The five-star Jinliufu has a novel design. When opening the box, it "opens the door to see the happiness" and when taking the wine, it "reveals the happiness". The wine bottle is like an ancient purse, which means auspiciousness and makes people feel cheerful everywhere. Liufu Liquor combines the traditional national characteristics and exquisite brewing technology of China. With the same technology and raw materials as Wuliangye liquor, it has a unique style of long aroma, mellow taste, sweet entrance, cool throat and full and harmonious wine body.

Jinliufu Liquor Sales Co., Ltd. was born in 1996. Since its establishment, with the advanced marketing model, it has joined hands with Wuliangye Group, the leading liquor industry in China, and has now developed into the best liquor professional sales enterprise in China. After ten years of painstaking efforts, Jinliufu Liquor Industry now has a professional sales team with excellent quality consisting of more than 111 senior management talents, more than 2,111 sales elites and more than 5,111 promoters.

On the sales network, Jinliufu Liquor has 19 sales regions, more than 2,111 first-class agents, more than 11,111 key second-class dealers, nearly 5,111 large and medium-sized stores, more than 8,111 hotels and 1.5 million retail outlets, covering 31 provinces, municipalities and autonomous regions except Taiwan Province, China, and having the best liquor distribution coverage network in China.

At present, the annual sales scale of Jinliufu Liquor Industry is over 3 billion yuan, and it continues to maintain a strong double-digit growth. The single brand sales volume of Jinliufu series products distributed by Jinliufu ranks first in China, and the sales volume ranks among the top three in China, with the brand value of Jinliufu reaching 4.18 billion.

"It starts with self-confidence and ends with persistence". In just ten years, Jinliufu wine industry has quickly stepped out of a road of development from acting as a brand, creating a brand to owning a brand.

In p>1998, the first bottle of Jinliufu wine was rolled off the production line of Wuliangye. In the past eight years, Jinliufu wine has always adhered to the positioning of "Fu culture", and is deeply favored by consumers for its excellent wine quality and novel packaging.

Jinliufu Liquor, with the auspicious image of "Fu", actively participates in various social events, and is known as "China people's blessing liquor": it won the honor of being the only celebration liquor of the China sports delegation in the 28th Olympic Games and the only celebration liquor of the national football team. Since 2114, Jin Liufu has spread through a series of themes-"Mid-Autumn Festival Reunion? Jinliufu wine ","Going home during the Spring Festival? Jinliufu wine ","I have a happy event? Jinliufu Liquor has gradually become an indispensable new folk custom in China people's holiday consumption. Jinliufu liquor is favored by consumers and sold well at home and abroad because of its excellent liquor quality, novel packaging and profound cultural heritage, and is known as "Zhongfu liquor", which is favored by consumers and sold well at home and abroad because of its excellent liquor quality, novel packaging and profound cultural heritage, and is known as "China people's blessing liquor". "Chinese people's blessing wine" has been ranked first among Wuliangye liquor brands for six consecutive years since 1999. Appraised by the authoritative national assets appraisal agency, the brand value of "Jinliufu" has reached 3.139 billion yuan in 2114. Although it has grown into a leader in this fiercely competitive industry, Jinliufu enterprises with an eye to the future are never satisfied with their existing achievements. The company has newly set foot in the fields of wine and health care wine, and built a development platform integrating Jinliufu wine, Wuliangye vintage wine, Kaixiao, Shaoyang, Linshui and other series of liquor and incomparable ancient series of health care wine. In the future, Jinliufu enterprises will continue to brave the wind and waves in the "sea" of China wine industry.

2. Product classification

The main products of Jinliufu series wine are star series, Fuxing Gaozhao series, Fuxing series, VIP special tribute series, classic series and gift box series, etc.

The quality of Jinliufu wine (fragrant, mellow, strong, sweet, soft and clean) is in line with people's longing for Liufu (longevity, prosperity, health, morality and purity). It should be a good choice for people to celebrate and entertain in the new century.

Chapter II

Report Name: Report on Social Work Professional Skills and Market Survey

Survey Location: Dongsheng District, Kangbashi New District, Ejinhoro Banner, Zhungeer Banner

Survey method: street interview

Survey time: August 2111

Sample size: 411

Respondents: citizens

Survey organization: Ordos Zhongwei Trading Co., Ltd.

Report source: summer internship in Ordos Zhongwei Trading Co., Ltd.

Report content: Jinliufu Liquor is in Dongsheng. Since the Tenth Five-Year Plan, the services such as transportation, culture and entertainment, hotel and catering in Dongsheng District have developed rapidly, and the role of tertiary industry in pulling the overall economy has been significantly enhanced. The tertiary industry has jumped to the leading position of the national economy, and the economic structure has undergone a fundamental change. The level of traditional service industry has been upgraded, the scale of modern service industry has been expanded, and the emerging service industry has developed rapidly. In 2115, the added value of tertiary industry accounted for 61% of the national economy, and its contribution rate to finance exceeded 71%, which showed a strong development momentum and became the dominant of the national economy. The proportion of tertiary industry was adjusted from "two, three, one" to "three, two, one", and the economic structure achieved a qualitative leap. The income of urban and rural residents has continued to grow. In 2116, the per capita disposable income of urban residents and the per capita income of farmers and herdsmen reached 14,191 yuan and 5,431 yuan respectively. The consumption structure of urban and rural residents has been upgraded in an all-round way, and people's lives have moved towards a well-off society.

It is precisely because people in Dongsheng District are getting richer and richer, and their consumption level has also been greatly improved. According to our survey, among the 411 people in Dongsheng District we surveyed, the proportion of drinking at different ages is 82%. Therefore, the market potential of Dongsheng is very huge, and there are all kinds of brands and prices of wine in Dongsheng. 59% of the local people like the fragrant Hetao King, 19% prefer to drink Xinghua Village Fenjiu, and 11% are other local wines or foreign brands. According to the investigation and analysis, Dongsheng people are not very willing to accept Jinliufu, and they all prefer Hetaowang wine industry. From this, we can see that Jinliufu wine has not been opened in Dongsheng market yet. As long as Jinliufu wine is promoted, more Dongsheng people will get in touch with Jinliufu, understand Jinliufu, and even like Jinliufu, so the market potential of Jinliufu wine in Dongsheng is infinitely broad.

II. Competition

Dongsheng, as a major producer and consumer of liquor, has a huge market capacity, which makes liquor manufacturers rush to the beach one after another. Due to the differences in the economic level of each county in Dongsheng District, the consumption concept is not the same, and the intensity of competition varies from place to place. The following is an analysis of the competition in representative areas:

1. For example, in Kangbashi New District, people are generally rich and drink Shuijingfang, and the price is very high, with an average of about RMB per bottle in 811 yuan. Shuijingfang wine is elegant, mellow and elegant, which is highly praised by liquor experts and favored by many people who know the way of wine tasting. Beauty lies in form, but more in god. Liquor is not only material, but also spiritual. If we only consider its absolute value from the material level, it is not appropriate to discuss liquor without spiritual value, especially for high-grade liquor. Consumers drink high-grade liquor, on the one hand, to meet the needs of the material level, which belongs to material enjoyment, and more to meet the needs of the spiritual level, which is spiritual enjoyment, so the price of liquor depends partly on the absolute value of its quality and partly on its brand added value. Shuijingfang can become a model of high-grade liquor in China, which is unique from many high-grade liquors, not only because of its excellent and unparalleled "color, aroma, taste and style", but also because of the elegant culture and taste contained in Shuijingfang liquor and the high value-added services provided to consumers with the help of this brand. It is a noble status for everyone to drink.

2. Dongsheng people drink Wuliangye, which is rich in fragrance, mellow and sweet, and has a long aftertaste. It is named after brewing high-quality glutinous rice, rice, sorghum, wheat and corn. It is brewed by Yibin Distillery with the unique technology and long-standing traditional craft of "five grains formula, wheat koji making, artificial cellar cultivation, two-wheel low-temperature fermentation, wine picking by quality, jar making by quality, graded storage and careful blending", which is not only well-known in China, but also exported to foreign countries.

3. The quasi-flag bearer drinks Xinghua Village. After drinking Fenjiu, Xinghua Village has a long aftertaste, which is strong and non-irritating, making people feel happy. Fenjiu enjoys a good reputation for thousands of years, which is inseparable from the purity of water and skillful craftsmanship. Where famous wines are produced, there must be a good spring. Xinghua village has inexhaustible high-quality spring water, which gives Fenjiu endless vitality. There are also a large number of local middle and lower class people who drink Ordos liquor. "Ordos" Fen-flavor liquor is a model of Fen-flavor liquor in Inner Mongolia.

III. Consumer analysis

(1) Drinking habits

1. Most frequently consumed brands

According to the survey, most interviewees usually drink the most popular liquor brand in local restaurants, which is usually Hetaowang, with different specifications and grades ranging from tens of yuan to hundreds of yuan. Most consumers choose different varieties of the same brand according to different occasions.

For example, kangbashi people drink Shuijingfang, Dongsheng people drink Wuliangye, and quasi-flag people drink Xinghua Village, and a large number of local middle and lower class people drink Erdos wine.

2