市场调研战略 - 范文无忧网

[反复调研恰当着装]1、反复调研。首先要从各个渠道收集该公司的信息。或浏览他们的网页，或阅读有关的各类报道，对其企业文化、经营哲学、财务状况等做到心中有数，并知晓该公司最近有何热点话题。...+阅读

任何一个产品要上市，都需要有一个全面的市场调研和市场策略。一个好的市场策略会决定这个产品的销售。所以在一个产品上市之前或者做销售之前都要对同类产品或者消费者的喜好就行深入的分析，这样才能做到知己知彼百战不殆。

商务英语会话Unit7:市场调研战略

HM: heres a full breakdown of the market research for you to look at.

HS: Ok. So you interviewed 250 people in Shanghai, is that right?

HM: Not just Shanghai, 250 people in Shanghai, 20 in Beijing, and 250 in Guangzhou.

HS: Oh, right, it looks like you got similar results in all three cities.

HM: Yes. The main question we were asking was how people would respond to a new brand ing in at the high end of the market.

HS: And it seems as if a lot of people liked the idea.

HM: Exactly. We found that only 30 % of people werent interested at all.

HS: But the other 70% are interested?

HM: yes. 70% of people like a well-respected brand name, its as simple as that.

HS: But will they want to buy our products or stick to what they know.

HM: well most people like the idea of being able to buy a Chinese brand rather than a foreign one.

HS: what do you mean by most people exactly?

HM: In our target market of 16 to 30 year olds, only 15% said they would be put off buying a Chinese brand.

HS: so youd say that being a Chinese brand is one of our major strengths?

HM: Definitely. I think the main thrust of our marketing campaign should be our Chinese identity.

HS: The trick will be convincing them that our products are of the same quality as the established brands.

HM: yes, and our research showed that pricing will he a lot to do with that.

HS: we cant afford to price our products too high, obviously.

HM: thats right. The research suggests we should go for price points just below those of our main petitors.

HS: I agree we need to be noticeably cheaper but still be in the same price bracket as the other top brands.