In study, work and life, reports are very important, and we should pay attention to the rationality of logic when writing reports. What kind of report have you seen? The following is a sample product research report (5 general articles) that I have compiled, hoping to help you.
Product research report 1 In recent years, with the rapid increase in the number of college students, the college market has become a battleground for many businesses, and with the improvement of people's living standards, today's college students almost have a mobile phone. In order to occupy this market as soon as possible, communication operators have done their best. Among them, the competition between China Mobile and China Unicom is particularly fierce. They are not only in terms of technology, product business and advertising, but also in the target market. The two companies have introduced new products and new ideas to occupy the student market. The 3g brand "wo" launched by China Unicom has captured a considerable market in the campus market. That is, on the premise of meeting the needs of consumers, we will maximize the market share of Unicom g3 campus, and make China Unicom become the campus market leader in 3g era.
As a student majoring in administrative management, I was fortunate enough to participate in the summer practical investigation activities organized by Unicom. Through practical investigation, I learned about the daily work of Unicom enterprises and the characteristics of many products featuring service products, and accumulated very good experience for better implementation of administrative management. The following report on the development of practical research activities is as follows:
First, the purpose of practical research
The fundamental purpose of social practice activities is to better understand and understand the production panorama of the target enterprise. Taking Unicom as an example, as a leader in the communication industry, China Unicom industry has always been in a leading position in the development of the same industry. Its brand is based on high-quality service products. After years of deep cultivation, it has accumulated a lot of consumer attention. However, even professional students may not be able to fully explain the characteristics of service products. Service product is a kind of product existence form corresponding to tangible products. From the theoretical analysis, service product refers to "the result of workers using certain equipment and tools to provide services for consumers". Service products are also valuable, and they are mainly produced to meet the communication needs of consumers. The purpose of this practical investigation is to guide practitioners to better understand the characteristics of service products based on the analysis of this characteristic.
Second, practical steps and methods
With the rapid development of network technology, other traditional telecom services have also achieved organic integration. Compared with network technology, the biggest shortcoming of operators is service, and with this concept, it is also very necessary for Internet services. However, compared with the latter, good experience is achieved through continuous software upgrade, and the Internet services operated are also a kind of services. Based on this understanding, we adopted field visits, practical training and analysis methods in this practical activity, summarized and sorted out a large number of first-hand materials collected, extracted and summarized the essence that is of great significance to our research, and conducted analysis and research according to scientific analysis methods, laying a good foundation for subsequent paper writing.
Third, the content of practical research
Service product marketing concept: service marketing strategy is a specific marketing strategy concept based on the current market development, which includes two aspects: first, as far as the nature of enterprises is concerned, service itself is its product; Secondly, as a marketing strategy, service is the service marketing strategy of an enterprise, which runs through the whole process of its marketing strategy. The service marketing strategy has entered an era of comprehensiveness and diversification. In order to be invincible in the market competition, enterprises must make overall efforts and use various marketing strategies flexibly to create competitive advantages, so as to win in the competition. "
Marketing characteristics of service products: from the nature of products, different from common tangible objects, service products are intangible, which brings great trouble to customers' judgment. That is to say, it is difficult for customers to judge the service quality and effect of service products by general judgment methods, which is different from common judgment methods. Unlike tangible products, it can be drawn and shaped by the touch of five senses, but will be judged more according to tangible objects such as service facilities and environment, such as warm and comfortable service places, professional and polite service personnel, etc.
The essence of service marketing lies in a more accurate method of balancing demand: service is an action or performance, rather than a tangible commodity that customers can keep. When the demand exceeds the capacity, customers will be disappointed and leave, because it is not easy to transport to a higher-level demand place without the support of inventory. At least in the short term, when the demand exceeds the supply, it is very difficult to increase the service capacity (such as equipment, facilities and trained personnel).
Customers directly participate in the production process of service: traditional production completely excludes the role of customer management in the production process, and the employees of the company are the management objects, not the customers. This kind of participation requires enterprises to change the service production process and service marketing strategy to meet the different needs of customers. It is precisely because people become the characteristics of this product that we need to adhere to the principle of interactive marketing strategy with customers and respond to customers' needs in time.
Fourth, the experience
After this practical investigation, I finally realized that there is a big difference between school and society. School is only a hotbed for us to step into society, and only practice can truly appreciate the size of social competitiveness. I don't know if I don't do it, even a small salesman needs all kinds of tempering to really do the work naturally. Work requires a lot of everyone, seemingly simple actions or words at ordinary times. Perhaps it is because of this that you may gain or lose a customer's trust and satisfaction. Details determine success or failure, which is a clear evidence of this assertion. Seiko's practical research activities, I mainly have the following experiences:
First of all, etiquette is the premise and foundation of developing telecom services. Smile service is strongly advocated by us. Unicom service personnel must keep smiling while talking with customers. No matter what difficult questions customers ask you, they must always recognize their own positions, stick to their own principles, and patiently explain some things they don't understand. Even if you don't succeed completely in the end, at least your customers will have a high evaluation of your service attitude, which is also a good way to promote yourself and the company.
Secondly, we should cultivate strong logical thinking ability and language organization ability.
Every time you face customers, it is also a good exercise for the eloquence of the service providers. It's not just that you can speak. You have to be able to speak and understand that it varies from person to person. Not everyone likes people who talk a lot, so we should seize their weaknesses and strengths. Promote and expand your business in a timely and convenient manner, and establish a good cooperation (popularity) relationship.
Thirdly, it is necessary to cultivate keen observation ability for success.
Every customer has its weaknesses and advantages, so we should be good at grasping this point and use their psychology in this respect to obtain customer satisfaction. However, what needs to be emphasized is to be based on the principle of good faith, and not to deceive customers, not to exaggerate the facts, and to serve customers truly, sincerely and truly. At the same time, we should be good at summing up. A large number of contacts with consumers and users in the early stage are to lay a foundation for better contact with users in the future. The improvement of service personnel's manners and moral cultivation will play a very important role in promoting the work.
Product research report 2 1. Agency operation scale
46% of the surveyed agents have been engaged in automobile electrical appliances for no more than 5 years, and 50% of the surveyed agents have assets of no more than 500,000 yuan. It can be seen that although there are a large number of automobile electrical appliances enterprises in China at present, they are generally small in scale, short in operation time and weak in strength. Although these small workshop-style enterprises operate flexibly, they also have many disadvantages because they cannot form scale effect, and their scale and specialization are obviously backward, so it is difficult to form a strong brand.
2. Business performance of agents
At present, the operating performance of most domestic automobile electrical appliances agents is not ideal. The annual sales income of 37% agents operating automobile electrical appliances does not exceed 500,000 yuan, and the proportion of annual sales income does not exceed/kloc-0.0 million yuan is as high as 58%. 63% of the surveyed agents' gross profit margin of operating automobile electrical appliances does not exceed 15%. At present, the domestic automobile electrical appliances are still dominated by wholesalers, with loose sales network, insufficient professional chain, strong short-term behavior, high operating costs and lack of brand support. Because unified operation and management cannot be formed, consumers cannot be satisfied with price, quality and service.
Judging from the five major automotive electrical products in this survey, the gross profit margin of domestic agents operating in automotive wiring harness is the highest, reaching 17.86%, followed by spark plugs, and the relatively low gross profit margins are automotive lamps and batteries.
3. Brand awareness of automotive electrical products in circulation field.
Automobile electrical products
Brand with high awareness in circulation field
starter
Valeo, Jinzhou Hanna, Changsha Electric, Bosch, Hubei Shendian, Mobius.
Automobile lamps
Hella, Japan, Bosch, Philip, Osram
leqingguofangdianqikejiyouxiangongsi
NGK, Delphi, Aote cuisine
Spark plug
NGK, Xiang Torch, American Champion, Denso Japan, Delphi, Thunder and Lightning
storage battery
Sail, Delphi, Uni-President, AC Deco, Bosch, Panasonic, Hitachi.
4. The agent chooses the agent brand and hopes to get the support of the manufacturer.
At present, although some auto electrical agents distribute some products with poor quality and low price for immediate benefits, they confuse the market order, resulting in confusion of market brands and prices, uneven product quality and fake and shoddy products flooding the market. However, when most agents choose the brand they represent, the first consideration is still the product quality, followed by the product price and brand.
According to the survey, agents are also eager to provide technical guidance and advertising support from auto electrical appliances manufacturers.
Product research report 3 This survey is aimed at Xianning area, but the respondents are mainly concentrated in Xian 'an District. The survey focuses on consumers' understanding and consumption intention of Shi Zhimin's organic camellia oil, and also involves the development of the current edible oil market. Shi Zhimin's organic camellia oil is a little-known oil, although its function and quality have been affirmed by experts, but its awareness in consumers' minds is not high, so we set a series of questions about consumers' understanding of camellia oil and their concern for its various characteristics. During the investigation, we introduced Shi Zhimin's organic camellia oil and specifically explained that its price was high because of its functions of strengthening heart, beautifying face and improving intelligence. When 77. 1% of consumers working in government units said they could try it, some consumers said it depends on the price or they were willing to buy it directly, while only 5.7% said they would not try it. Most consumers would try it because people were always very curious about anything new. As marketers, we should firmly grasp this psychology and fight the first battle, leaving the best impression on consumers in terms of oil quality, color and function, so as to firmly grasp consumers.
Regarding the price of Shi Zhimin's organic camellia oil, the price of tea oil in the market is generally high, which will be unacceptable to consumers. Most people generally think that camellia oil is more expensive than other oils, and many people are willing to accept the fact that camellia oil is expensive. As a producer and seller of camellia oil, we must pay attention to cost reduction from the purchase of raw materials to the improvement of production technology to the construction of sales channels. Especially, the improvement of production technology is urgent, because it is directly related to the development of camellia oil market. In terms of sales channel construction, 65.7% consumers are willing to buy edible oil in supermarkets. In addition, 25% of consumers are willing to buy from special throttle markets or high-grade oil specialty stores and community convenience stores, so in the general direction, we can vigorously promote the sales of Shi Zhimin's organic camellia oil through supermarkets.
For how to improve the popularity of Shi Zhimin's organic camellia oil products, we have collected suggestions from consumers, and 74.2% of consumers said that advertising should be strengthened. Although social advertising is rampant now, its role can not be underestimated. The key problem is how to build a brand through advertising, which is one of the means for manufacturers to build and launch a brand. At the same time, 3 1.4% of consumers said that they should increase their production capacity. 20% suggested to increase and develop its health care function. The popular trend in modern society is to let advertisements and commodities spread everywhere, so that consumers can't avoid advertisements. This is feasible, but the cost is too high, and it is unwise to invest a lot of money in uncertain market prospects, so we must find another way out. Appropriate reference to modern advertising and other publicity strategies at the same time, of course, these need further discussion and research. Judging from the media accessible to the respondents, TV accounts for 54.3%, Internet accounts for 37. 1%, and newspapers account for 25.7%.
It can be seen that traditional TV advertisements still occupy a very important position and can play a very good publicity role. However, with the advent of the electronic age, the network is loved by more and more people because of its large amount of information and fast speed. As a healthy generation of edible oil, Shi Zhimin's organic camellia oil should rely on the above three media, especially the advantages of the network, to publish advertisements and improve the market visibility of camellia oil when its market visibility is still low.
Product research report 4 After making statistics on whether consumers will choose Shi Zhimin's organic camellia oil as a gift to their relatives and friends, it is found that 60% of consumers will use Shi Zhimin's organic camellia oil as a gift. It can be seen that the concept of giving gifts to health has been deeply rooted in people's hearts. However, the manufacturing cost of camellia oil is still very high, and the price is higher than that of general health food. The average family can't accept its price and won't eat it regularly, but it is easily accepted by consumers as a gift. Therefore, in the marketing process, it is necessary to emphasize its rich nutrition and magical health care effect, weaken its price factor, and make people realize that buying this product is worth the money. At the same time, people require high-grade packaging, which also shows that people are no longer skeptical about the health care efficacy of Shi Zhimin's organic camellia oil.
The choice of camellia oil manufacturers actually reflects consumers' recognition of the brand. Among the respondents, the vast majority of people choose Arowana, which shows that the brand Arowana has been deeply rooted in people's hearts. At present, there is a kind of Fuchuan camellia oil in Zhongbai Supermarket that can be compared with our Shi Zhimin organic camellia oil. Fuchuan has a gift in two bottles of 750ml, and the price is 2 18 yuan. Although the price is cheaper than our Shi Zhimin organic camellia oil, our Shi Zhimin organic camellia oil is in two bottles of 2L. In this respect, our Shi Zhimin's organic camellia oil has certain advantages. In the survey, most people have not yet recognized Fuchuan's brand. As long as we make great publicity, we should be able to seize the market first.
To sum up, we draw the following conclusions about the marketing of camellia oil:
First, the camellia oil market is blank, and opportunities and challenges coexist. According to the survey data, consumers' awareness of Shi Zhimin's organic camellia oil is low, accounting for only 3 1.4% of similar new health-care edible oil. At present, a large number of edible oils consumed by consumers for a long time are mainly soybean oil and peanut oil, accounting for 34.3%, rapeseed oil accounting for 62.9% and animal oil accounting for 5.7%.
This shows that the camellia oil market is still a blank market at present, and with the gradual enhancement of consumers' awareness of health care, camellia oil will develop rapidly in China's edible oil market with high-quality advantages such as physical fitness, intelligence and beauty. The huge potential of camellia oil market will be the advantage of camellia oil development. From the data, we can also see that consumers' awareness of camellia oil is lower than that of olive oil, corn oil and palm oil, which are relatively early listed in similar new health edible oils. Therefore, in the marketing of camellia oil, we should pay attention to the publicity and introduction of products, increase publicity efforts, and publicize the efficacy and characteristics of products through various media channels.
The second is to pay attention to quality and cost performance. Among the main considerations for consumers to choose edible oil, 42.9% of the respondents chose the one with good color and quality, 34.3% chose the one with large bottles, and the other 22.8% chose the products with high packaging and often seen in advertisements. The data shows that the quality of edible oil is the key factor for consumers to choose products. The direct buyers of edible oil are mostly housewives. Compared with other customers, this special customer group pays more attention to the cost performance of products. They often shop around in the purchase process and choose the best from the price and quality. Therefore, in the process of market development and promotion of camellia oil, we should pay attention to product quality and strictly control the quality; At the same time, find the optimal balance between appropriate low price and high quality to meet the needs of consumers.
Third, take the brand strategy and strive to shape the brand image. In the investigation of consumers' brand loyalty to edible oil, we found that 7 1.4% consumers believe in brands and have been buying a certain brand; 20% consumers buy at random and occasionally buy brand oil; Only 8.6% consumers never pay attention to brands. This shows that consumers attach importance to the brand and loyalty. This conclusion provides a theoretical support for us to suggest that manufacturers should take the brand line and shape their brand image. Nowadays, branded goods are more and more occupying the position of market leader. Shaping product brand and corporate image has become the primary topic for enterprise managers in various industries. Therefore, Shi Zhimin's organic camellia oil should make every effort to create a brand image and cultivate customers' loyalty to the brand on the premise of excellent quality and satisfactory price. Only in this way can we create a good situation.
Product research report 5 The main way for China IT netizens to obtain 3C product information is the Internet, but in addition, physical stores, newspapers and magazines are also important ways for netizens to obtain information.
There are great differences in the choice of channels for netizens to buy computer products and digital products, but they are mainly concentrated in the five channels.
The key factors influencing male netizens and XXX citizens to choose shopping channels are the same, but male netizens pay more attention to the shopping environment and XXX citizens pay more attention to the purchase channels in details.
First, the survey sample structure
The sampling scope of this survey is IT netizens in China.
1, sample gender structure
The gender structure of the sample is influenced by the actual gender structure of the population, the internet usage rate of different genders, the characteristics of users in the survey release place and so on, so the proportion of men in this survey sample is higher than that in the actual population.
In this survey, the number of male netizens accounted for 64.6% of the total sample, and XXX citizens accounted for 35.4%. Among the IT netizens in China, the proportion of men is much higher than that of women.
2. Sample age structure
In the age structure of the sample, the proportion of netizens aged 26-30 is the highest, accounting for 38.8%. Followed by netizens aged 3 1-35 and 18-25, accounting for 2 1.6% and 23.7% respectively. Netizens aged 36-45 are the fourth largest group in this sample selection, accounting for 12.3% of the total sample size.
/kloc-people under the age of 0/8 and people over the age of 45 account for a low proportion in this survey sample, of which the proportion of people over the age of 45 is 3.5%, and the proportion of people under the age of 0/8 is insufficient 1%.
Second, access to information
1, male netizens
In terms of information acquisition channels, apart from the Internet, the first channel for male IT netizens to obtain information about 3C products is physical stores. In the survey and voting, physical stores got 26.6% of the total votes. Friend introduction is the third way for male IT netizens to obtain product information, and the proportion of votes is 13.8%.
Newspapers, magazines, TV broadcasts, street sign advertisements and other channels can also enable male IT netizens to obtain product-related information, but the effect of street sign advertisements is far lower than other ways, and its vote rate is only 3. 1%.
2, XXX people
There is no obvious difference between female IT netizens and male IT netizens in terms of access to 3C product information. In addition to the Internet, physical stores, friends' introductions, newspapers, magazines and TV broadcasts are also very helpful for female IT netizens to obtain product information.
Different from male IT netizens, female IT netizens are more inclined to introduce products to each other among friends, and their dependence on network information is obviously lower than that of male IT netizens.
The gap between the importance of other channels is not obvious.
Third, the product purchase channels
1, computer products
When purchasing computer products, the most popular choice of IT netizens in China is to go to brand stores, which accounts for 22.9% of the votes. Followed by e-commerce websites, traditional IT stores and professional IT chain sales organizations, the votes were 19.0%, 18.7% and 18.0% respectively. 3C Store ranked fifth with a vote rate of 16.0%.
The above five channels are the most important channels for IT netizens in China to buy computer products, in addition, they also include comprehensive shopping malls, supermarkets, community stores, convenience stores and other channels, but these channels have a low vote rate in this survey.
2. Digital products
When purchasing digital products, China IT netizens choose the same five channels as when purchasing computer products, but the ranking of the votes of the five channels has obviously changed.
3C stores have become the channel with the highest vote rate when IT netizens buy digital products, with a vote rate of 22.0%. Brand stores came second with a vote rate of 20.8%. Traditional IT stores still rank third when netizens buy digital products. The vote rate of e-commerce website is only 16.5%, ranking fourth. The vote rate of professional IT chain sales organizations when IT netizens in China buy digital products is 14.8%.
In addition, among the channels for IT netizens in China to buy digital products, comprehensive shopping malls and supermarkets also have a high vote rate, accounting for 5.9% of the total.
Fourth, the important factors affecting the choice of shopping channels
1, male netizens
Among the various factors that affect male IT netizens' choice of purchase channels, commodity price, store reputation and after-sales guarantee are the three factors with the highest votes, with the votes of 19.4%, 17.2% and 16.8% respectively.
Shopping environment, service attitude, and purchase channels are 1 1.2%,1.2%, and 10.9%, respectively, which are the secondary factors influencing male IT netizens to choose purchase channels.
The influence of related accessories and traffic conditions is relatively low.
2, XXX people
Like male IT netizens, the top-grade price, store reputation and after-sales guarantee are the three most important factors for female IT netizens in the process of choosing purchase channels. In contrast, female IT netizens pay more attention to after-sales guarantee of products than male IT netizens.
Purchase channel is the fourth factor that affects female IT netizens' choice of shopping channel, with a vote rate of 1 1.3%. The influence of shopping environment on female IT netizens is relatively low, and its vote rate is only 8.9%.
In other respects, there is no significant difference in the choice between female IT netizens and male IT netizens.
Summary:
The survey data show that 3C stores, brand stores, traditional IT stores, e-commerce websites and professional IT chain sales organizations are the five main channels for IT netizens in China to buy 3C products.
In terms of information acquisition channels, the three main information acquisition channels for China IT netizens about 3C products include the Internet, physical stores and friends' introduction.
;