I. Introduction
Fitness equipment market is one of the emerging consumer goods markets in recent one or two years, and swing machines are emerging newcomers. According to the macro forecast, the growth curve of this market is on the rise.
In order to cooperate with Beijing's "Sanlai" swing machine to enter the Beijing market, evaluate the marketing environment of the swing machine, and formulate corresponding advertising and marketing strategies, it is necessary to conduct market research on fitness equipment in Beijing in advance.
This market survey will focus on the three footholds of planning the Golden Triangle: consumers, markets and competitors.
Second, the purpose of the investigation
1, which provides an objective basis for products to enter the Beijing market for advertising activities planning.
2. Provide objective basis for the sales of this product.
Specifically:
(1) Understand the swing machine market in Beijing.
(2) Understand the demographic data of consumers in Beijing, and calculate the market capacity and potential of swing machines.
(3) Understand the views and habits of Beijing consumers on the consumption of fitness equipment.
(4) Understand the situation of consumers who have bought swing machines in Beijing.
(5) Understand the advertising strategy and sales strategy of competitors.
Third, the content of market research
(1) consumer
1. Consumer statistics (age, gender, income, education level, family composition)
2. Consumer's consumption pattern of fitness equipment (fitness mode, fitness cost, fitness habit, fitness viewpoint, etc.). )
3. Consumer's purchase mode of fitness equipment (what equipment, purchase place, purchase standard, payment method, etc. )
4. Description of consumers' ideal fitness equipment.
5. Consumers' reaction to the advertisements of fitness equipment products.
(2) Market
1. Types, brands and sales of fitness equipment in Beijing
2. Consumer demand and purchasing power in Beijing.
3. Beijing market potential assessment.
4. Beijing fitness equipment sales channels.
(3) competitors
1. What fitness equipment, brand, origin and price are there in Beijing?
2. Sales status of existing swing machines in the market
3. Description of main buyers of various brands and models of swing machines.
4. Competitor's advertising strategy and sales strategy.
Four. Survey object and sampling
Because swing machines are emerging commodities, most of them are imported brands in Beijing market, which are high-grade and high-priced, but they have not yet entered the working class, and buyers are all high-income. Therefore, when determining the target consumers, we should focus on the target consumers.
The composition and sampling of the respondents are as follows:
Consumers: 300 households, of which 50% have a monthly income of more than 3,000 yuan.
Dealers: 20, including 6 large comprehensive shopping malls.
4 medium-sized comprehensive shopping malls
4 store fitness equipment.
There are four kinds of sports equipment in the specialty store.
2 Small comprehensive shopping mall
Consumer sample requirements:
1. None of the family members work in the production unit or distribution unit of fitness equipment.
No family members work in the market research company.
None of the family members work in an advertising company.
4. None of the family members have received the market survey and test of similar products in the past six months.
Verb (abbreviation of verb) market research method
Pay attention to the interview:
pay a home visit
Point of sale visit
Interviewer requirements:
1, the instrument is correct and generous.
2. Behave appropriately, have a cordial and enthusiastic attitude, and have the ability to grasp the conversation atmosphere.
3. After special market research training, the professional quality is good.
4. Market research and interview experience.
5. Have a serious, responsible and positive work spirit and professional enthusiasm.
The procedure and arrangement of market research on intransitive verbs
The first stage: preliminary market survey
The second stage: the planning stage
Make a 2-day plan
Approve the plan for 2 days
Confirm the revised plan of 1 day.
The third stage: the questionnaire survey stage.
Design of a 2-day questionnaire
2-day questionnaire adjustment and confirmation
The questionnaire was printed for 3 days.
The fourth stage: the implementation stage
2-day interviewer training
Implementation 10 day
The fifth stage: research and analysis
Data input processing for 2 days
2-day data research and analysis
The sixth stage: the reporting stage
Report writing for 2 days
Report printing for 2 days
The survey was conducted on the fourth day after the plan and questionnaire were confirmed.
Seven. Budget (omitted)
Market research plan (2)
I. Introduction
With the vigorous development of tourism and its increasing role in the economy of tourist destinations, how to cultivate tourists with high satisfaction and loyalty, build distinctive core tourism brands and ensure the stability of tourists has become the focus of attention of all tourist destinations. Because tourism products, like other service products, are intangible and non-transferable, and their production and consumption processes occur at the same time, tourism is more of a marketing "experience". If a tourist destination wants consumers to make oral publicity for themselves, it must create a good travel experience for them and satisfy tourists in all aspects! Then, if Xuzhou wants to further tap its potential, it is particularly important to study the tourists who come to Xuzhou, especially the domestic tourists, and the investigation of their tourism motives, characteristics and effects has become the most important.
Second, the purpose of the study
1. Understand the situation and demand characteristics of Xuzhou tourism market, and analyze how Xuzhou, as a tourist destination, meets the demand of the tourism market.
2. Find out the shortcomings in the development of Xuzhou tourism, and put forward specific targeted measures, which will help the overall development and planning of Xuzhou tourism.
3. Provide reference and feasible suggestions for Xuzhou tourism enterprises to shape their core competitiveness in the increasingly fierce market competition.
Third, the research content
Tourism motivation
1' Factors affecting tourism motivation
A. Personal factors (age, gender, personality psychology, education level and accomplishment, personal income, etc. )
B external factors (social and historical conditions, social identity or status, interpersonal relationship, family structure, etc.). )
2 tourism motivation types
A. Physical motivation (holidays and rest, sports activities, recreational activities, landscape entertainment, health care, etc. )
B. cultural motivation (understanding and appreciating foreign culture, art, customs, language, religion, etc. )
C interpersonal motivation (meeting friends from different places, visiting relatives and friends, getting rid of pressure, escaping from reality, etc.). )
D. Motivation of status and prestige (inspection, communication, meeting, pursuing hobbies, learning, etc. )
(B) the characteristics of tourists
1 Characteristics of tourism consumption
First, tourism consumption consciousness and habits (tourism frequency, tourism mode, tourism time, tourism preference)
B, tourism consumption power (material consumption power, spiritual consumption power)
C, tourism consumption structure (product consumption ratio, relationship)
D, tourism consumption level (product grade, stay time, shopping situation)
2 tourist composition characteristics
Age, occupation, gender, family structure, income level, etc.
3 Influencing factors
A. the income level of tourists;
B. the composition of tourists;
C, tourism product structure;
D, the quality of tourism products;
E, the price of tourism products;
F, the psychology of tourists;
G. other social and cultural conditions.
(3) Tourism effect
1 tourism image
2 Tourists' expectations
3 Tourism quality perception
A perception of travel quality (transportation, catering, accommodation, shopping, entertainment and publicity)
B. Perception of scenic spot quality (overall atmosphere, safety, environment, management and fees)
C. Quality perception of travel companies (store service, travel arrangement, service attitude, service process and service measures)
D quality perception of tour guides (strict appearance, awareness of laws and regulations, professional ethics, professional level and adaptability)
4 tourism value perception
5 tourist satisfaction
6 tourist loyalty
Seven tourists complained
Four. Survey object and sampling
The composition and sampling of the respondents are as follows:
Tourists? 300 people
3 travel agency? (state-owned 1, private 2)
2 tourist hotel? (five stars 1, three stars 1)
4 tourist attractions
Tourism management agency 1
Tourist sample requirements:
1. None of the family members work in a tourism enterprise or unit.
No family members work in the market research company.
3. None of the family members is engaged in media career.
4. None of the family members have received the market survey and test of similar products in the past six months.
Verb (abbreviation of verb) market research method
Combination of questionnaire survey and interview
Thoughts on questionnaire design
(1) The questionnaire structure is mainly divided into explanation part, screening part, subject part and personal data part; At the same time, the questionnaire also includes interviewer records and interviewee records.
(2) The form of the questionnaire is a combination of openness and closure;
(3) The question structure adopts several ways, such as rating scale, free choice, compulsory choice, partial choice and free question and answer.
(4) The logic of the questionnaire adopts the method of continuous thinking, which is designed according to the respondents' thinking and understanding of the product. On some issues, the logical thinking of consumers is realized by skipping the questions.
(5) the concept of the main problem:
For example: 1 The main purpose of your visit to Xuzhou is:
Sightseeing? Vacation? Business? Shopping to visit relatives? other
What's your overall impression of Xuzhou?
Satisfied? Are you satisfied? Not satisfied? Very dissatisfied
Interviewer requirements:
1, the instrument is correct and generous.
2. Behave appropriately, have a cordial and enthusiastic attitude, and have the ability to grasp the conversation atmosphere.
3. After special market research training, the professional quality is good.
4. Market research and interview experience.
5. Have a serious, responsible and positive work spirit and professional enthusiasm.
The procedure and arrangement of market research on intransitive verbs
The first stage: preparation stage? 2 days
1 Topic selection, communication with tutors, internal grouping
Determine the specific tasks of each group.
3. Collect, analyze and collate data.
The second stage: the planning stage, which lasts for 3 days.
1? Make plans and questionnaires
2? Examination and approval plans and questionnaires
3? Confirm the revised plan and questionnaire
4 Plan and questionnaire demonstration
The third stage: the implementation stage lasts for 7 days.
Interviewer assignment
carry out
The fourth stage: research and analysis
Data input processing 1 day
2-day data research and analysis
Sum up the rules? 1 day
The sixth stage: the reporting stage
Report writing for 2 days
Result report 1 day
The survey was conducted on the fourth day after the plan and questionnaire were confirmed.
Seven. Budget (omitted)