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1.市场调研不客观决策易失误新产品进入市场时,都会首先进行市场调查。可是现在的市场调研,包含其他的营销手段,和产品一样面临同质化的尴尬!厂家在目标确定之后,往往不是客观地分析问题,而是主观地去寻找佐证。好多企业客户都是这样做市场分析的:全国某个年龄段有多少人,按照一定的比例,将有多少人会首先尝试产品,通过一定的宣传和促销,每年可以增长多少消费人群,然后乘以一定的比例系数,就算是一个很少的百分比系数,都会是一个非常可观的巨大市场。在这样的调研和分析之下,厂家的盲目乐观就会产生。而有过市场经验的人都知道,市场调研的结果只是可以作为产品上市的依据之一,但什么样的市场调研结果更趋于客观,什么样的认识才能使产品上市的时候不至于出现失误,这是需要我们谨慎把握的。
1. Market research is not an objective decision-making mistakes New products into the market, will be the first to conduct market research. But now the market research, including other marketing tools, and products are facing the same embarrassment of homogeneity! Manufacturers in the target is determined, often not an objective analysis of the problem, but subjectively to find evidence. Many corporate clients are doing market analysis: how many people in a certain age group in the country, according to a certain percentage, how many people will first try the product, through certain promotional and sales, how many consumer groups can be increased each year, and then multiply To a certain percentage of the coefficient, even a very small percentage factor, will be a very impressive huge market. In such research and analysis, manufacturers blind optimism will arise. Those who have market experience know that the result of market research can only be used as one of the products listed, but what kind of market research results tend to be objective and what kind of understanding can make the product appear on the market without mistakes This requires us to be cautious.