With the continuous development of the world economy and the continuous improvement of the socialist market economy, competition among enterprises has become increasingly severe. How to preserve strength and seek development in such fierce competition has been included in the development plans of more and more enterprises. The following is a sample of a market research report that I compiled. You are welcome to refer to it.
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Six Samples of Market Research Report Format
Part 1: Sample Market Research Reports
1. Basic situation of Emart Supermarket
Emart Supermarket is a large chain comprehensive supermarket under South Korea's Shinsegae Group. This Korean retail giant is preparing to expand rapidly in China. . According to information provided by the relevant person in charge of E-Mart, Shinsegae Group is South Korea's largest commercial distribution group, owning department stores and large comprehensive supermarkets. Currently, Emart Supermarket has 70 stores in South Korea, accounting for 32% of the market share in the Korean market. The number of stores and sales exceed the combined total of Wal-Mart and Carrefour in the local market.
In 19__, South Korea's New World opened the first E-mart supermarket in China in Shanghai. Currently, Shanghai E-mart has opened 5 branches. According to Cao Tie, deputy general manager of Tianjin E-Mart, New World plans to open 25 branches in China in the near future, targeting major cities such as Shanghai, Tianjin, and Beijing to form a nationwide store network. It is reported that Emart will invest at least US$500 million to expand into the Chinese market. As the largest commercial circulation group in South Korea, South Korea's Shinsegae Group has chosen cooperative operations in China's chain retail industry. Currently, its main partners are Shanghai Jiubai and Tianjin TEDA.
2. Survey Background
(1) Survey Targets
The survey targets are residents and workers around Kunshan City. For this survey, a sample of 45 people was randomly selected for investigation and research.
(2) Purpose of Survey
This survey is mainly based on the following two purposes: First, the general attitude of people in Huaqiao City towards E-Mart’s products and services
The second is through the survey of consumers in E-mart, trying to understand the current people's requirements for supermarkets and the feelings they hope to get when buying things.
3. Questionnaire recovery status
This questionnaire survey is aimed at the local satisfaction situation of E-mart Supermarket in Huaqiao, Kunshan City, and reflects the performance of E-mart in Huaqiao through detailed data. position in the minds of citizens. The content involves: consumers’ satisfaction with product quality, cashier speed, product price, and brand type; consumers’ evaluation of shopping mall service attitude and shopping mall promotional activities; consumers’ comparison of shopping malls with the shopping malls in their minds; consumption The reader’s conception of the shopping mall. This survey uses the "random sampling" method to select consumers. ***100 questionnaires were collected in this survey. Among them, there were 45 valid questionnaires and 55 invalid questionnaires, with an effective rate of 45. Random sampling survey method and secondary data were collected and analyzed.
The questionnaire distribution time is November 14, 2012 (completed on the same day). The distribution method is random distribution in residential areas, supermarket entrances, roadsides and other places.
Among the valid questionnaires returned, occupation types:
There are 8 service personnel, 6 self-employed households, 2 workers, 1 civil servant, 5 retirees, and 2 farmers There are 1 migrant worker, 8 others, 2 cultural, educational and health personnel, and 8 students
The ratio of boys and girls is about 6:4. (Gender and occupation category are calculated from questions 1 and 2 of the questionnaire)
4. Analysis of Kunshan Emart’s environment
Emart’s Huaqiao store is located in the Huaqiao District of Kunshan. No. 269 Greenland Avenue, Qiao Town, is Emart’s first store outside Shanghai in East China. Emart Huaqiao store has 220 employees, 248 supplier promoters and 95 outsourced technicians, and has strong service capabilities. The shopping mall occupies two floors. The first floor has a business area of ??4,078 square meters. It mainly sells daily necessities, including cosmetics, men's and women's clothing, children's clothing, bedding, stationery toys, auto parts, home appliances, mobile phones, kitchens, toiletries and other daily necessities; the second floor The business area is 5,280 square meters, and it mainly sells food, including fresh products, snack foods, condiments, imported foods and other rich varieties. Due to E-Mart's background as a Korean investor, the store also specially organizes popular Korean specialty foods to meet the needs of customers.
For the convenience of surrounding residents, Emart has specially designed 10 free shuttle buses in the Shanghai area and Huaqiao Town around Huaqiao, including the Baihe Zhaotun Line, Anting Ring Line, and Anting Ring Line in Shanghai. Tingwai Ring Line, Huangdu Line, Huaxin Line; Penglang Line, Huaqiao Ring Line, Greenland 21st City Ring Line, Lujia Line, Qiandeng and Shipu Line in Huaqiao area.
5. Consumer satisfaction with E-Mart Supermarket
(1) Product quality satisfaction
If consumers’ satisfaction with quality is divided into There are five levels (1, 2, 3, 4, 5, with 5 being the highest and 1 being the lowest). Among them, level 1 accounts for 4, level 2 accounts for 13, level 3 accounts for 45, and level 4 accounts for 20 levels. 5 accounts for 18, as shown in Figure 1. Among them, the proportion of 3 is the largest, indicating that the quality of E-Mart products is acceptable.
(2) Satisfaction with the brand
In terms of brand, the performance of E-mart Supermarket compared with other supermarkets in the city is shown in Figure 2: Among them, those who are very satisfied 13 were satisfied, 33 were satisfied, 50 were average, and 45 were dissatisfied.
(3) Satisfaction with price
52 people think the price is acceptable, 33 people think the price is too high, 11 people think the price is reasonable, and 4 people think the price is reasonable. Unacceptable.
(4) Service attitude of E-mart supermarket staff
52% of consumers think that the staff’s service attitude is good, 31% of consumers think that the staff’s service attitude is average, and 13% of consumers think that the staff’s service attitude is average The service attitude is excellent, 4 customers think the staff's service attitude is bad.
(5) Satisfaction with checkout efficiency
66% of customers think that checkout efficiency is high, 7% of customers think that checkout efficiency is low, 20% of customers think that checkout efficiency is average, and 7% of customers think that checkout efficiency is average. Think checkout is inefficient.
(6) Those who need improvement in free pick-up and drop-off
22 people think that there should be more routes, 13 people think that there should be more flight attendants, 16 people think that there should be more flights, 7 people think that there should be more flights Those who think the environment inside the car should be improved, 42, don’t care.
Conclusion: Consumers are relatively satisfied with E-mart
Part 2: Company Research Report Sample
With the continuous development of the world economy , with the continuous improvement of the socialist market economy, competition among enterprises has become increasingly severe. How to preserve strength and seek development in such fierce competition has been included in the development plans of more and more enterprises. And corporate culture, like the spiritual water that saves the company, has become increasingly prominent.
So, what is corporate culture? Many corporate cadres and employees still have a vague concept of corporate culture. They generally believe that corporate posters, broadcasts and amateur cultural life are corporate culture. In fact, the scope of corporate culture is very wide, and it is far from that simple. So what is corporate culture?
In order to better understand the essence and role of corporate culture, I conducted interviews and data collection on ____ Technology from _year_month to _month_ Ltd. to investigate. Generally speaking, corporate culture puts forward concepts for the development of the enterprise from many aspects and has unique insights into the requirements for talents. However, there are some problems in the cultural management of enterprises. We analyze these problems and put forward suggestions for improvement.
1. Overview of __ City__ Technology Co., Ltd.
____ Technology Co., Ltd. was established in 1 year and is located at Yitian Road, Futian District, __ City. The legal representative is Liu. XX, registered capital (10,000 yuan) 1, the company's business scope: setting up industry (specific projects will be declared separately); clothing design, domestic commerce, material supply and marketing industry (excluding franchised, monopolized, and specially controlled goods); computer system integration; weak current Engineering design; development and design of computer software and hardware products; technical development and sales of microwave products and electronic products (excluding restricted items).
2. A brief introduction to the company's corporate culture
(1) Based on quality
The company gradually improves and implements the quality assurance system and adheres to: " Excellent talents, excellent quality, excellent service". The quality of our products is our integrity. Promotion: Zero-defect service to provide users with satisfaction.
(2) Development based on creativity
Be brave in innovation. Innovation is the soul of high-tech companies, the basis for enterprises to maintain strong vitality, and the key to gaining competitive advantage and becoming invincible. The magic weapon of the earth. It is the responsibility of every employee to always learn with humility and always innovate boldly.
(3) Sharing results as the common goal
A successful company can only continue to share. In the process, it must also continue to accept criticism and manage improvements. Self, benefiting customers with excellent results. Serve customers and serve society.
A company’s culture is reflected in its management. For the above analysis of corporate culture, we found that there are some problems in the management of corporate culture:
3. Problems and causes of corporate culture management of ____ Technology Co., Ltd.
(1) Enterprise The management system is not sound enough
It can be seen from the corporate culture that there are many guarantees for the interests and quality of the company, but relatively speaking, there is a lack of guarantees for the interests of employees. The proportion is too imbalanced. It is obvious that only the system has been implemented and cannot respond flexibly. The scope involved is that the market is developing rapidly, and the company cannot keep pace with the times and make corresponding improvements to the system. The outdated system leads to a lack of motivation among employees, and also makes many employees work with the attitude of making a living. Many employees believe that their development space in the company is small and they cannot reflect their own value well. "Excellent talents" are also mentioned in the corporate culture. However, according to the survey, many employees have not received any professional training from the company. This also exposes the shortcomings of the system that cannot be implemented well.
(2) Company employees lack understanding of corporate culture
Many company employees believe that corporate culture is a matter for the company’s top management and has little interest in them. Don't want to spend time on this either. Think more about things related to your own interests. The company's publicity on corporate culture is very lacking. During the investigation, some senior executives said: Nowadays, with busy work schedules, it is difficult to have time to promote and coordinate cultural construction, and they feel at a loss as to how to promote corporate culture. Some people think that if a company is efficient, then corporate culture will naturally form. This is also the thinking of most companies at this stage.
(3) There is no good communication platform in establishing corporate culture
The company itself has a very poor understanding of corporate culture. It puts interests first and employees lack specific goals for the company. There is no common understanding of the company's values, a lack of sense of crisis, a weak sense of belonging to the company, and often showing arrogance over talents. Due to the unreasonable division of labor at work, there is a situation of pushing each other's work, often in the name of They refuse to participate in recreational activities in the hospital because they are "very busy". Colleagues often only have working relationships and lack of lubrication. The problem of management ability of the middle-level leadership team is prominent. Most of the members of the middle-level leadership team of the hospital are employees with top-notch professional skills. Their common characteristics are increasing work pressure, more work responsibilities, busy management tasks, and no systematic knowledge of management. study and research. This has led to many conflicts between the company and its employees.
3. Suggestions on improving the corporate culture management of __ City__ Technology Co., Ltd.
(1) Improvement of the corporate management system
The management system must be formal Diverse and flexible mechanisms without losing prestige. It involves the interests of the enterprise itself and the interests of its employees. Pay attention to the improvement of management level, implement various rules and regulations, and at the same time obtain the unanimous recognition of all employees, and track the latest global technology and business management concepts. Provide employees with continuous training and further education opportunities to stimulate work enthusiasm and innovative vitality. Adhere to people-oriented, widely accept and reserve scientific and technological personnel with advanced management experience and technical expertise, form a good talent knowledge structure, and create more wealth for the enterprise.
(3) Strengthen the publicity of corporate culture
First of all, clarify the goals of the company, and invite employees to learn from each other about corporate culture, so that they can have a deep understanding of corporate culture. learn. Ask employees for their opinions from time to time, and you can also start the company's cultural characteristics such as: humanistic cultural characteristics, color overall cultural characteristics, innovative cultural characteristics, realistic cultural characteristics, service cultural characteristics, etc., so that employees can participate. Find your own cultural characteristics. Make the corporate culture deeply rooted in the hearts of the people.
(3) Establish a two-way communication model to allow good communication between employees and the company
The company must have an in-depth understanding of its own culture. We must provide humane management to employees, understand their opinions about the company from time to time, and seriously consider or accept them. Let employees have a strong sense of belonging to the company, and the company will pay more positive attention to employees, and can openly encourage employees and tap their potential abilities. Give appropriate greetings on holidays. Carry out various activities to bring employees closer to the company. Good communication and cooperation make operations within the enterprise smooth and increase efficiency.
The above are my feelings after investigating the corporate culture of ____ Technology Co., Ltd. Through this investigation process, we realized that the essence of corporate culture is a humanistic management theory that takes corporate management philosophy and corporate spirit as the core, condenses employees' sense of belonging, and improves enthusiasm and creativity. Excellent corporate culture should be cultural management that is people-oriented and values-based, and is an organic combination of the management of people and the management of things. Only a company with a good corporate culture can remain invincible in today's business world.
Article 3: Research Report Sample
During this summer vacation, I conducted a research on Huoteman Beverage Company. Through the investigation of Shanghai Huoteman Beverage Co., Ltd., we investigated and understood the objective and actual situation of the company, so as to learn about the company's profile, product production technology, company management and brand development, find patterns, and summarize experience , laying the foundation for stepping into society in the future.
Research purpose:
1. Understand, learn professional knowledge, and experience the application of professional knowledge in practice.
2. Understand the company’s management system and learn the essential requirements for the survival and development of enterprises.
3. Improve your communication skills and enrich your social experience.
4. Find your own shortcomings during the survey and correct them.
Survey time: August 2012
Survey location: Shanghai Huoteman Beverage Co., Ltd.
1. Company profile
Shanghai Huoteman Beverage Co., Ltd. is It is a professional drinking water manufacturing enterprise established in accordance with international standards with a joint investment of US$25 million from Hong Kong New World Group, a well-known listed company in Hong Kong, and Bethma Group, a well-known American investment bank. The company is located in Songjiang Industrial Zone, Shanghai. The factory covers an area of ??17,000 square meters and has more than 200 employees. Strong distribution network Currently, Huoteman bottled water has covered the markets of Shanghai, Beijing, Suzhou and Kunshan, laying the foundation for its promotion to the national market. Supermarket chains, hypermarkets and various food stores all have the products of Quoteman. Unique water station system The water station network system spread throughout the city (Shanghai/Beijing/Suzhou/Kunshan) has made Huoteman bottled water service "home".
Quote is all about: quality, service and talent. Quality: We produce better, healthier products for our customers. Service: Every customer receives high-quality service. Talent: Talent is the company, and the company is the talent.
The development history of Huoteman: It began to enter the Chinese market at the end of 19__. In just a few years, it became one of the fastest growing companies in the Chinese drinking water market. In September 1999, the company welcomed a new shareholder, Hong Kong New World Group, which enhanced the company's driving force for sustainable development. Today, Huoteman has become a resounding brand in China's drinking water market. Huoteman bottled water has covered the markets of Shanghai, Beijing, Suzhou and Kunshan, and is gradually expanding nationwide. Huoteman bottled water has a high market share in Shanghai.
2. Corporate Management and Brand Development
1. Company Principles:
The company’s three major principles: Do things that are beneficial to society and the company to the end . Things that are beneficial to society and not beneficial to the company should be done according to one's ability. It will not be done if it is not conducive to society, regardless of whether it is beneficial or detrimental to the company.
Employee ethics: Righteousness: selfless, fair, honest, and awe-inspiring Integrity: open-minded, open-minded, and aboveboard Right words: speaking honest words, positive words, and inspiring words Right thoughts: using correct insights Think and judge the right behavior: behave correctly and do things that are beneficial to others and the company
Product quality positioning: never use substandard raw materials, never use abnormal equipment, and never allow irregular operations. Never produce substandard products, never ignore dissatisfied customers, and never tolerate imperfect service.
2. Product quality
The company regards product quality as the lifeblood of the enterprise, from machine setting, production management, testing methods, product quality, service network system construction, formula technology to employment mechanism, Improvement and implementation of the system, raw material warehousing procedures, storage, storage and testing, and product delivery have all been improved, and all-round pre-sales, in-sales, and after-sales services have been adopted to maximize user profits.
Summary:
In this survey, it cannot be said that every experience can be fully understood, but it does add a lot of knowledge and social experience in practice. At the same time, I also realized that if an enterprise wants to develop, it is also very important to have harmonious relationships among its internal personnel. Only when everyone unites and works together can we seek innovation in development, breakthroughs in profits, and solutions to difficulties. Therefore, the team spirit of a team is very important. It includes not only making contributions to the enterprise, putting forward valuable opinions, sharing successful experiences, but also recognizing and thanking others for their contributions. Therefore, under the leadership of communism today, a team spirit that forgets self-interest is more worthy of celebration than a company's hundreds of millions of profits.
Of course, what I have experienced most in practice is of course the importance of practice. No matter how high a person’s academic qualifications, understanding, application ability, and practical experience are, he still cannot play his role. Therefore, as an enterprise, talent selection, talent training, and talent reserve are top priorities. As a successful enterprise, on the basis of meeting the material living standards of its employees, it also needs to provide specialized training for its employees' professional knowledge and marketing skills.
No one who has just entered society, no matter how highly educated they are, can be completely suitable for a job. However, through the process of "learning, practicing, learning again, and practicing again", even a young person who is not deeply involved in the world can be fully qualified. Be qualified for a job. In this way, the combination of corporate re-education and practice is the most effective way to cultivate talents.
Through this survey, I have enhanced my sense of service and social responsibility, laying the foundation for entering society in the future!!
Part 4: Research Report Sample
1. Survey plan
(1) Purpose of survey: By understanding the usage of mobile phones by college students, it provides reference for mobile phone sellers and mobile phone manufacturers, and at the same time provides certain reference for college students to develop the mobile phone consumer market. .
(2) Survey target: current students
(3) Survey procedure:
1. Design a questionnaire and clarify the direction and content of the survey;
2. Conduct online chat surveys. Randomly chat with students from various universities and ask them to fill in the questionnaire;
3. Analysis based on the recycled online questionnaire, the specific content is as follows:
(1) According to the place where the sample was purchased , price and brand, the numerical characteristics of the mean and variance of the monthly consumption distribution, and infer the corresponding parameters of the overall mobile phone consumption distribution of college students;
(2) According to the different requirements of each student for mobile phone functions, Analyze the mobile phone market;
2. Questionnaire design
Questionnaire on mobile phone usage among college students
3. Data analysis
According to the above After sorting out the data, I conducted data analysis and came to the conclusion: the student mobile phone market is a very broad market with huge development potential.
(1) Analysis based on student mobile phone market share
(2) Common characteristics of student consumer groups
As a student, I have some understanding of this group. After analyzing our most common characteristics, we concluded that the mobile phone market should develop products or carry out targeted marketing methods for different student groups in order to seize the market. Below we will analyze the characteristics of the student group:
1. Common characteristics of the student consumer group:
1) No financial income;
2 ) Chasing fashion, advocating individualized unique styles and focusing on individuality;
4) Students basically live in groups, and information exchanges between each other are quickly affected by classmates and friends.
5) Strong brand awareness and love for products;
(3) Criteria and characteristics of student consumers when purchasing mobile phones
Through a survey of the main considerations of college students when purchasing mobile phones It is fashionable and personalized style, function, price, brand, etc. These have also become the four basic criteria for students to buy mobile phones. The survey shows that when college students choose a mobile phone, the most important thing is the appearance design of the mobile phone, such as shape, size, thickness, material, color, etc., accounting for 65%; but college students do not just pursue beautiful appearance, "connotation" is also very important, so Mobile phone functions also occupy a place, accounting for 50%; the second most important thing is price, and less important is brand. It seems that today's college students still value practicality.
Part 5: Research Report Sample
In order to gain an in-depth understanding of the consumption situation of this city’s residents’ households in the alcohol market and catering market, this survey was specially conducted. The survey was undertaken by a university in this city. The survey time was from July to August 20__. The survey method was a questionnaire interview survey. The total number of samples selected for this survey was 2,000 households. After the completion of various investigations, the university summarized the investigation content and its investigation report is as follows:
1. Basic information of the investigation objects
2. Special investigation part
(1) Consumption of alcoholic products
1. White wine is consumed more than red wine.
Analyzing the reasons, firstly, in addition to customers’ own consumption, white wine is mostly used as gifts, while red wine is mainly used for personal consumption; secondly, merchants’ advertisements are mostly for white wine, while there are very few advertisements for red wine. This directly results in the market for white wine being larger than the market for red wine.
2. Diversification of liquor consumption.
(2) The purchasing factors are relatively clear. Survey data shows that the factors that consumers pay attention to are price, brand, quality, packaging, advertising, and alcohol content. From this, it can be concluded that the manufacturers’ reasonable Pricing is very important, as is innovation, quality, clever packaging, and good advertising.
(3) The customer loyalty survey shows that consumers who frequently change brands account for 32.95 of the total number of samples, those who change brands occasionally account for 43.75, and those who like new brands of wine account for 32.39 of the total number of samples. The number of those who have an indifferent attitude accounts for 52.27, and the number of those who clearly express their dislike is 3.4. It can be seen that once a brand is formed in the minds of consumers, it is difficult to change. Therefore, manufacturers should work hard to establish a corporate image and strive for innovation, which is very important for the development of the enterprise.
(4) Motivation analysis. Mainly lies in the consumer's own choice, followed by advertising, then introduction by relatives and friends, and finally the recommendation by salesperson. It is not difficult to find that how to attract consumers' attention is the key for enterprises. How to do good advertising and how to establish consumers' reputation will directly affect the scale of the alcohol market. For merchants, the quality of salespersons should also be paid attention to, because it has a certain impact on the sales of alcoholic products.
(2) Consumption of food and beverage products
This survey is mainly conducted on some food consumption places and the food that consumers prefer. The survey shows that consumption has the following important aspects: Features:
Consumers think that first-class hotels are not a choice, and the hotels they visit most often are not first-class hotels. Most of the hotels that consumers visit most are mid-range, which is in line with the consumption level of residents in this city. are compatible. Here are some major hotel comparisons as follows:
2. Most consumers choose hotels near their work or residence, which are regionally specific. Although there is a lot of randomness in the selection of hotels, it is not absolutely the case. For example, Great Wall Restaurant and Huaiyang Restaurant also have certain patronage from long-distance consumers.
3. Consumers pursue fashionable consumption, such as hand-caught lobster, sweet and sour pork ribs, sweet and sour pork loin, and Kung Pao chicken. In particular, hand-caught lobster accounts for approximately 10% of the total number of survey samples. 26.14, occupying the catering market with absolute advantage.
4. In recent years, seafood and hot pot have become two highlights of the public catering market. The market potential is huge and the current consumption is also huge. The survey shows that 60.8% of the total number of samples said they like seafood, and about 51.14% like hot pot. In the survey on seasons, about 81.83% like to eat hotpot in summer, and about 36.93% in winter. Hotpot is not only popular in winter. The market is large and has great market potential in summer. At present, hot pot restaurants and seafood restaurants in this city are all over the streets, forming a major landscape and feature for residents' consumption.
3. Conclusion
1. The consumption level of residents in this city is not too high and belongs to the medium consumption level. The average income is about 1,000 yuan. A considerable number of residents have not yet reached a moderately prosperous life. level.
2. Residents mainly consume alcoholic beverages for their own consumption, mostly white wine, and relatively little red wine. The brands of wines used for personal consumption, whether white wine or red wine, are Mainly local wine.
3. When buying wine, consumers pay more attention to the price, quality, packaging and publicity of the wine, and a considerable number of consumers have an indifferent attitude. High awareness of new brands of wine.
4. Hotel consumption is mainly concentrated in the mid-range consumption level. Hot pot and seafood have great consumption potential and already have a considerable consumer market.
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