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抢占市场,争取消费者,几乎是所有企业的生存和发展的目标。而市场消费趋向、新产品市场潜力、产品市场占有率、市场竞争结构等因素对企业生存和发展的影响,都是依托市场调查才能获取,根据90年代初的统计,国外几乎所有大公司均有正规的市场和研究部门,负责调查、预测、咨询等工作,并且在进入每一个新市场之前都要进行调查。目前国内企业对市场研究少,对消费者研究少,对市场上影响产品销售的因素研究少,结果当一种产品滞销或者积压后,企业才感到措手不及,想开发新产品,市场潜力又不可预期,不敢决策,造成生产和市场、消费的脱节。介绍国外知名企业市场调查的策略,对国内企业家不无启迪。
To seize the market for consumers, is almost all business survival and development goals. However, market consumption trends, new product market potential, product market share, market competition structure and other factors on the survival and development of enterprises are relying on market research to obtain, according to the early 90s statistics, almost all major foreign companies have Formal marketing and research departments, responsible for the investigation, forecasting, consulting and other work, and before entering every new market to conduct an investigation. At present, there are few researches on market, little research on consumers and little research on the factors influencing product sales in the domestic market. As a result, when a product becomes unprofitable or backlogs, companies feel caught off guard and want to develop new products. The market potential is unpredictable , Can not make decisions, resulting in the production and marketing, consumer out of touch. Introduce the strategy of market survey of well-known foreign companies, and inspire domestic entrepreneurs.