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市场调研在营销企业中的作用论文|中英文论文对照|英语助手官网|学术论文校正润色服务

发表时间:2015-7-11  来源:www.yingyuzhushou.com  作者:yingyuzhushou.com  浏览次数:2062  
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[摘 要] 随着社会经济的不断发展,企业竞争不断加剧,市场调研工作在营销企业中的作用更加重要。在营销实践中,企业进行市场调研是为了更好地了解市场,从而制定正确的营销战略,不断开发新产品,开拓新市场,提升企业竞争力。 
[关键词] 市场营销; 市场调研; 市场信息 
1市场调研 
 
随着企业竞争的加剧以及消费者需求的多样化,市场调研工作的重要性更加突出,市场调研可以为营销企业制定营销决策提供可靠依据。 
市场调研是指系统地、客观地收集、整理和分析市场营销活动的各种资料或数据,用以帮助营销管理人员制定有效的市场营销决策。市场调研是企业了解产品市场和把握顾客的重要手段,是帮助企业决策的重要工具。对于现代管理者来说,掌握和运用市场调研的理论、方法和技能是非常必要的。市场调研作为一门独立的应用科学有着庞大而復杂的内容体系论文下载。 
市场调研的内容主要涉及影响营销策略的宏观因素和微观因素,如需求、产品、价格、促销、分销、竞争、外部环境等。根据不同的调研目的,调研内容的侧重点也会有很大不同。总体来讲,市场调研的内容大致包括以下几个方面: 
(1) 市场需求调研。市场的需求是企业营销的中心和出发点,企业要想在激烈的竞争中获得优势,就必须详细了解并满足目标客户的需求。因此,对市场需求的调研是市场调研的主要内容之一。市场需求调研包括:市场需求量的调研;市场需求产品品种的调研;市场需求季节性变化情况调研;现有客户需求情况调研(数量、品种)。 
(2) 产品调研。随着环保要求的提高,不同的市场对产品的需求也不一样,产品在地区之间的需求也出现差异化。因此,产品调研也成为市场调研中不可忽略的问题。产品调研的内容包括:产品品质需求调研;产品品种需求调研;产品质量调研等。 
(3) 价格调研。价格会直接影响到产品的销售额和企业的收益情况,价格调研对于营销企业制定合理的价格策略有着至关重要的作用。价格调研的内容包括:产品市场需求、变化趋势的调研;国际产品市场走势调研;市场价格承受心理调研;主要竞争对手价格调研;国家税费政策对价格影响的调研。 
(4) 促销调研。促销调研主要侧重于消费者对促销活动的反应,了解消费者最容易接受和最喜爱的促销形式。其具体内容包括:调研各种促销形式是否突出了产品特征;是否起到了吸引客户、争取潜在客户的作用。 
(5) 分销渠道调研。分销渠道选择合理,产品的储存和运输安排恰当,对于提高销售效率、缩短运输周期和降低运输成本有着重要的作用。因此,分销渠道的调研也是产品市场调研的一项重要内容。分销渠道调研的内容主要包括:对批发商、连锁零售商的经营状况、销售能力的调研;配送中心规划的调研;物流优化组织的调研;如何降低运输成本的调研等。 
(6) 营销环境调研。营销环境调研的内容包括:政治法律环境;经济发展环境;国际产品市场环境;产品技术环境;替代产品发展;竞争环境。 
在营销实践中,进行任何市场调研都是为了更好地了解产品市场,搞清楚战略失败的原因或减少决策中的不确定性。为这些目的而进行的市场调研被称为应用性市场调研。市场调研工作需要收集市场规模、竞争对手、消费者等方面的相关数据,并基于相关数据的支持提出市场决策建议。

2市场调研对营销管理的作用 

 

市场调研对营销管理的重要作用,主要体现在以下4个方面: 

(1) 市场调研有助于管理者了解产品市场状况,发现和利用机会。在商品日益丰富的情况下,作为供应一方的生产者既面临有产品、资金和人才的竞争,也面临技术水平和技术设备的竞争;作为需求一方的消费者,在一个日益庞大、种类繁多的商品群面前必然会有所选择。谁能赢得消费者的垂青,谁就是成功者;反之,则面临着被挤出产品市场的命运。因此,生存危机是企业必须时时註意的问题,然而机遇也同时存在,这就要看企业如何把握时机。 

(2) 市场调研有助于管理者制定正确的营销战略。在现代产品市场营销中,企业管理者如果对影响目标产品市场和营销组合的因素有充分的了解,那麽管理将是主动的而不是被动的。主动的管理意味着通过调整营销组合来适应新的经济、社会和竞争环境,而被动的管理则是等到对企业有重大影响的变化出现时,才决定采取行动。市场调研在主动式管理中发挥着重要的作用,具有主动性的管理者不仅要在不断变化的产品调研中寻求新的机会,而且会通过战略计划的制订尽力为企业提供长期的营销战略,基于现有的和将来的内部能力以及预计的外部环境的变化,战略计划可以用来指导企业资源的长期使用。一个好的战略计划是在出色的市场调研基础上做出的,它有利于企业实现长期利润和产品市场占有率的目标;缺乏市场调研的差的战略计划则会威胁企业的生存。 

(3) 市场调研有助于企业开发新产品,开拓新产品市场。任何企业的产品都不会在产品市场上永远畅销,企业要想生存和发展就需要不断开发新产品,市场调研在新产品开发中发挥着重要作用,通过市场调研可以了解和掌握消费者的消费趋向、新的要求、消费偏好的变化及对产品的期望等,然后设计出满足这些要求的产品,使企业的销售出现新的高潮。 

(4) 市场调研有助于企业在竞争中占据有利地位。在产品市场上,生产紧随消费的情况普遍存在,但生产也可以强制需求,即在消费者对产品有了足够的了解和认识之后,认可产品并进行购买,这种强制需求一旦成功,企业就可率先进入产品的销售领域,从而在此占据绝对优势。然而,强制需求的成功必须建立在满足消费者的某种需求的基础上,而在成功的背后,市场调研起着极其重要的作用。 

企业竞争的加剧和消费者需求的多样化,也使得人们对信息的需求不断增加,这就要求市场调研活动在以科学性作为前提的基础上更要富有创造性,而且创造性应该贯穿市场营销的全过程。通过创造性的市场调研,满足多元化的信息需求,使企业准确地、及时地把握信息并制定相应的营销策略。市场需要创造,在企业营销活动中更需要创造性的市场调研。


译文:

[Abstract] With the continuous development of social economy enterprises increasing competition, market research companies in the marketing role is more important. In marketing practice, companies conduct market research in order to better understand the market, in order to develop the right marketing strategy, and constantly develop new products, open new markets, enhance the competitiveness of enterprises. 

[Keywords:] Marketing; Market Research; Market Information

A Market Research

As enterprises increased competition and diversification of consumer demand, the importance of market research is more prominent, market research, marketing companies can provide a reliable basis for the development of marketing decisions. 
Market research refers to the systematic and objective collection, collation and analysis of a variety of marketing activities information or data to help marketing managers to develop effective marketing decisions. Market research is the enterprise market to understand and grasp the important means customers is an important tool to help corporate decision-making. For the modern managers, master and apply market research theory, methods and skills are necessary. Market research as a standalone application has a huge and complex scientific content system thesis download. 
Market research mainly deals with macroeconomic factors affect the marketing strategy and micro factors such as demand, product, price, promotion, distribution, competition, and the external environment. Depending on the purpose of research, research content will have a very different focus. Overall, the general content of market research include the following aspects: 
(A) market demand research. Market demand is the center of corporate marketing and starting point, companies in the fierce competition to gain advantage, we must learn more and to meet the needs of target customers. Therefore, the market demand for research is one of the main market research. Market research needs include: market demand research; market demand for product variety research; seasonal changes in market demand research; existing customer demand for research (number of species). 
(2) product research. With the improvement of environmental requirements, different market demand for the product is not the same, the demand for products in the region also appeared between differentiation. Therefore, the product has become a market research survey can not ignore the problem. Product research include: product quality needs of research; product variety needs research; product quality research and so on. 
(3) Price research. Prices will have a direct impact on product sales and corporate earnings, the price for the marketing research firm to develop a reasonable pricing strategy has a crucial role. Price research include: market demand, trends research; international product market trends research; market prices bear psychological research; major competitors price survey; national tax policy research impact on prices. 
(4) promotion research. Promotional research focuses primarily on consumer promotion response easiest to accept and understand consumer favorite form of promotion. The specific contents include: whether the form of research highlights a variety of promotional product features; whether played to attract customers, win the role of potential customers. 
(5) distribution channel research. Choose a reasonable distribution channels, product storage and transportation arrangement is appropriate for improving sales efficiency, shorten cycle and reduce transport costs transport plays an important role. Therefore, the distribution channels of product market research survey is also an important element. Distribution channels research should include: to wholesalers, retail chains operating conditions, the ability to sell research; distribution center planning research; logistics optimization research organizations; research how to reduce transport costs and so on. 
(6) marketing environment research. Marketing environment research include: political and legal environment; environment for economic development; international product market environment; product technology environment; alternative development; competitive environment. 
In marketing practice in any market research is to better understand the market, find out the cause of failure or reduce the strategic decision-making uncertainty. For these purposes is known as market research conducted by the application of market research. Need to collect market research market size, competitors, consumers and other aspects of the relevant data, and based on the relevant data to support marketing decisions made recommendations.
2 Market Research On The Role Of Marketing Management

Market Research On The Important Role Of Marketing Management, Mainly In The Following Four Areas:
(A) market research to help managers understand the product market conditions, find and exploit opportunities. Increasingly rich in the case of goods, as the supply side is facing producers have a product, capital and talent competition, is also facing skills and technical equipment competition; demand side as consumers in an increasingly large variety of commodity group is bound to have a choice in front. Who will win the attention of consumers, who is successful; otherwise, is facing the fate of being squeezed out of markets. Therefore, the crisis of survival is the enterprise must always pay attention to the problem, but opportunities also exist, which depends on how companies seize the opportunity. 
(2) Market research helps managers develop the right marketing strategy. In modern product marketing, the business managers on the impact if the target market and the marketing mix factors have a full understanding, then management will be active rather than passive. Proactive management means by adjusting the marketing mix to adapt to the new economic, social and competitive environment, and the passive management of the enterprise is to wait until the changes have a significant impact occurs, before deciding to take action. Market research in the active management plays an important role, with the initiative of managers not only to research in the ever-changing products to seek new opportunities, but also through strategic plan development efforts to provide enterprises with long-term marketing strategy, based on existing and future internal capacity and the anticipated changes in the external environment, strategic planning can be used to guide the long-term use of corporate resources. A good strategic plan is an excellent market research made on the basis that it is conducive to long-term corporate profits and market share objectives; lack of poor market research strategic plan will threaten the survival of enterprises. 
(3) Market research helps companies to develop new products, open new markets.Any company's products are not sold in the product market forever, businesses need in order to survive and develop constantly develop new products, market research in new product development plays an important role, through market research to understand and master the consumer trends, new requirements, changes in consumer preferences and expectations of the product, and then design products to meet these requirements, the emergence of new business sales climax. 
(4) Market research helps enterprises occupy a favorable position in the competition. In the product market, producing widespread instances immediately after consumption, but production can also force requirement that the consumer of the product with sufficient knowledge and understanding of, the approved product and make a purchase, this mandatory requirement, if successful, corporate product sales can be the first to enter the field, resulting in this position of absolute dominance. However, the success of force needs to be built to meet the needs on the basis of a consumer, while behind the success, market research plays an important role. 
Business competition and diversification of consumer demand, also makes it an increasing demand for information, which requires market research activities in science on the basis of sex as a prerequisite to be more creative and innovative marketing should be run through the entire process. Through creative market research, to meet the diverse information needs, to enable enterprises to accurately and timely grasp the information and develop appropriate marketing strategies. Market needs to create, in the enterprise marketing activities need creative market research. 

[摘 要] 随着社会经济的不断发展,企业竞争不断加剧,市场调研工作在营销企业中的作用更加重要。在营销实践中,企业进行市场调研是为了更好地了解市场,从而制定正确的营销战略,不断开发新产品,开拓新市场,提升企业竞争力。 
[关键词] 市场营销; 市场调研; 市场信息 
1市场调研 
 
随着企业竞争的加剧以及消费者需求的多样化,市场调研工作的重要性更加突出,市场调研可以为营销企业制定营销决策提供可靠依据。 
市场调研是指系统地、客观地收集、整理和分析市场营销活动的各种资料或数据,用以帮助营销管理人员制定有效的市场营销决策。市场调研是企业了解产品市场和把握顾客的重要手段,是帮助企业决策的重要工具。对于现代管理者来说,掌握和运用市场调研的理论、方法和技能是非常必要的。市场调研作为一门独立的应用科学有着庞大而復杂的内容体系论文下载。 
市场调研的内容主要涉及影响营销策略的宏观因素和微观因素,如需求、产品、价格、促销、分销、竞争、外部环境等。根据不同的调研目的,调研内容的侧重点也会有很大不同。总体来讲,市场调研的内容大致包括以下几个方面: 
(1) 市场需求调研。市场的需求是企业营销的中心和出发点,企业要想在激烈的竞争中获得优势,就必须详细了解并满足目标客户的需求。因此,对市场需求的调研是市场调研的主要内容之一。市场需求调研包括:市场需求量的调研;市场需求产品品种的调研;市场需求季节性变化情况调研;现有客户需求情况调研(数量、品种)。 
(2) 产品调研。随着环保要求的提高,不同的市场对产品的需求也不一样,产品在地区之间的需求也出现差异化。因此,产品调研也成为市场调研中不可忽略的问题。产品调研的内容包括:产品品质需求调研;产品品种需求调研;产品质量调研等。 
(3) 价格调研。价格会直接影响到产品的销售额和企业的收益情况,价格调研对于营销企业制定合理的价格策略有着至关重要的作用。价格调研的内容包括:产品市场需求、变化趋势的调研;国际产品市场走势调研;市场价格承受心理调研;主要竞争对手价格调研;国家税费政策对价格影响的调研。 
(4) 促销调研。促销调研主要侧重于消费者对促销活动的反应,了解消费者最容易接受和最喜爱的促销形式。其具体内容包括:调研各种促销形式是否突出了产品特征;是否起到了吸引客户、争取潜在客户的作用。 
(5) 分销渠道调研。分销渠道选择合理,产品的储存和运输安排恰当,对于提高销售效率、缩短运输周期和降低运输成本有着重要的作用。因此,分销渠道的调研也是产品市场调研的一项重要内容。分销渠道调研的内容主要包括:对批发商、连锁零售商的经营状况、销售能力的调研;配送中心规划的调研;物流优化组织的调研;如何降低运输成本的调研等。 
(6) 营销环境调研。营销环境调研的内容包括:政治法律环境;经济发展环境;国际产品市场环境;产品技术环境;替代产品发展;竞争环境。 
在营销实践中,进行任何市场调研都是为了更好地了解产品市场,搞清楚战略失败的原因或减少决策中的不确定性。为这些目的而进行的市场调研被称为应用性市场调研。市场调研工作需要收集市场规模、竞争对手、消费者等方面的相关数据,并基于相关数据的支持提出市场决策建议。

2市场调研对营销管理的作用 

 

市场调研对营销管理的重要作用,主要体现在以下4个方面: 

(1) 市场调研有助于管理者了解产品市场状况,发现和利用机会。在商品日益丰富的情况下,作为供应一方的生产者既面临有产品、资金和人才的竞争,也面临技术水平和技术设备的竞争;作为需求一方的消费者,在一个日益庞大、种类繁多的商品群面前必然会有所选择。谁能赢得消费者的垂青,谁就是成功者;反之,则面临着被挤出产品市场的命运。因此,生存危机是企业必须时时註意的问题,然而机遇也同时存在,这就要看企业如何把握时机。 

(2) 市场调研有助于管理者制定正确的营销战略。在现代产品市场营销中,企业管理者如果对影响目标产品市场和营销组合的因素有充分的了解,那麽管理将是主动的而不是被动的。主动的管理意味着通过调整营销组合来适应新的经济、社会和竞争环境,而被动的管理则是等到对企业有重大影响的变化出现时,才决定采取行动。市场调研在主动式管理中发挥着重要的作用,具有主动性的管理者不仅要在不断变化的产品调研中寻求新的机会,而且会通过战略计划的制订尽力为企业提供长期的营销战略,基于现有的和将来的内部能力以及预计的外部环境的变化,战略计划可以用来指导企业资源的长期使用。一个好的战略计划是在出色的市场调研基础上做出的,它有利于企业实现长期利润和产品市场占有率的目标;缺乏市场调研的差的战略计划则会威胁企业的生存。 

(3) 市场调研有助于企业开发新产品,开拓新产品市场。任何企业的产品都不会在产品市场上永远畅销,企业要想生存和发展就需要不断开发新产品,市场调研在新产品开发中发挥着重要作用,通过市场调研可以了解和掌握消费者的消费趋向、新的要求、消费偏好的变化及对产品的期望等,然后设计出满足这些要求的产品,使企业的销售出现新的高潮。 

(4) 市场调研有助于企业在竞争中占据有利地位。在产品市场上,生产紧随消费的情况普遍存在,但生产也可以强制需求,即在消费者对产品有了足够的了解和认识之后,认可产品并进行购买,这种强制需求一旦成功,企业就可率先进入产品的销售领域,从而在此占据绝对优势。然而,强制需求的成功必须建立在满足消费者的某种需求的基础上,而在成功的背后,市场调研起着极其重要的作用。 

企业竞争的加剧和消费者需求的多样化,也使得人们对信息的需求不断增加,这就要求市场调研活动在以科学性作为前提的基础上更要富有创造性,而且创造性应该贯穿市场营销的全过程。通过创造性的市场调研,满足多元化的信息需求,使企业准确地、及时地把握信息并制定相应的营销策略。市场需要创造,在企业营销活动中更需要创造性的市场调研。

[Abstract] With the continuous development of social economy enterprises increasing competition, market research companies in the marketing role is more important. In marketing practice, companies conduct market research in order to better understand the market, in order to develop the right marketing strategy, and constantly develop new products, open new markets, enhance the competitiveness of enterprises. 

[Keywords:] Marketing; Market Research; Market Information

A Market Research

As enterprises increased competition and diversification of consumer demand, the importance of market research is more prominent, market research, marketing companies can provide a reliable basis for the development of marketing decisions. 
Market research refers to the systematic and objective collection, collation and analysis of a variety of marketing activities information or data to help marketing managers to develop effective marketing decisions. Market research is the enterprise market to understand and grasp the important means customers is an important tool to help corporate decision-making. For the modern managers, master and apply market research theory, methods and skills are necessary. Market research as a standalone application has a huge and complex scientific content system thesis download. 
Market research mainly deals with macroeconomic factors affect the marketing strategy and micro factors such as demand, product, price, promotion, distribution, competition, and the external environment. Depending on the purpose of research, research content will have a very different focus. Overall, the general content of market research include the following aspects: 
(A) market demand research. Market demand is the center of corporate marketing and starting point, companies in the fierce competition to gain advantage, we must learn more and to meet the needs of target customers. Therefore, the market demand for research is one of the main market research. Market research needs include: market demand research; market demand for product variety research; seasonal changes in market demand research; existing customer demand for research (number of species). 
(2) product research. With the improvement of environmental requirements, different market demand for the product is not the same, the demand for products in the region also appeared between differentiation. Therefore, the product has become a market research survey can not ignore the problem. Product research include: product quality needs of research; product variety needs research; product quality research and so on. 
(3) Price research. Prices will have a direct impact on product sales and corporate earnings, the price for the marketing research firm to develop a reasonable pricing strategy has a crucial role. Price research include: market demand, trends research; international product market trends research; market prices bear psychological research; major competitors price survey; national tax policy research impact on prices. 
(4) promotion research. Promotional research focuses primarily on consumer promotion response easiest to accept and understand consumer favorite form of promotion. The specific contents include: whether the form of research highlights a variety of promotional product features; whether played to attract customers, win the role of potential customers. 
(5) distribution channel research. Choose a reasonable distribution channels, product storage and transportation arrangement is appropriate for improving sales efficiency, shorten cycle and reduce transport costs transport plays an important role. Therefore, the distribution channels of product market research survey is also an important element. Distribution channels research should include: to wholesalers, retail chains operating conditions, the ability to sell research; distribution center planning research; logistics optimization research organizations; research how to reduce transport costs and so on. 
(6) marketing environment research. Marketing environment research include: political and legal environment; environment for economic development; international product market environment; product technology environment; alternative development; competitive environment. 
In marketing practice in any market research is to better understand the market, find out the cause of failure or reduce the strategic decision-making uncertainty. For these purposes is known as market research conducted by the application of market research. Need to collect market research market size, competitors, consumers and other aspects of the relevant data, and based on the relevant data to support marketing decisions made recommendations.
2 Market Research On The Role Of Marketing Management

Market Research On The Important Role Of Marketing Management, Mainly In The Following Four Areas:
(A) market research to help managers understand the product market conditions, find and exploit opportunities. Increasingly rich in the case of goods, as the supply side is facing producers have a product, capital and talent competition, is also facing skills and technical equipment competition; demand side as consumers in an increasingly large variety of commodity group is bound to have a choice in front. Who will win the attention of consumers, who is successful; otherwise, is facing the fate of being squeezed out of markets. Therefore, the crisis of survival is the enterprise must always pay attention to the problem, but opportunities also exist, which depends on how companies seize the opportunity. 
(2) Market research helps managers develop the right marketing strategy. In modern product marketing, the business managers on the impact if the target market and the marketing mix factors have a full understanding, then management will be active rather than passive. Proactive management means by adjusting the marketing mix to adapt to the new economic, social and competitive environment, and the passive management of the enterprise is to wait until the changes have a significant impact occurs, before deciding to take action. Market research in the active management plays an important role, with the initiative of managers not only to research in the ever-changing products to seek new opportunities, but also through strategic plan development efforts to provide enterprises with long-term marketing strategy, based on existing and future internal capacity and the anticipated changes in the external environment, strategic planning can be used to guide the long-term use of corporate resources. A good strategic plan is an excellent market research made on the basis that it is conducive to long-term corporate profits and market share objectives; lack of poor market research strategic plan will threaten the survival of enterprises. 
(3) Market research helps companies to develop new products, open new markets.Any company's products are not sold in the product market forever, businesses need in order to survive and develop constantly develop new products, market research in new product development plays an important role, through market research to understand and master the consumer trends, new requirements, changes in consumer preferences and expectations of the product, and then design products to meet these requirements, the emergence of new business sales climax. 
(4) Market research helps enterprises occupy a favorable position in the competition. In the product market, producing widespread instances immediately after consumption, but production can also force requirement that the consumer of the product with sufficient knowledge and understanding of, the approved product and make a purchase, this mandatory requirement, if successful, corporate product sales can be the first to enter the field, resulting in this position of absolute dominance. However, the success of force needs to be built to meet the needs on the basis of a consumer, while behind the success, market research plays an important role. 
Business competition and diversification of consumer demand, also makes it an increasing demand for information, which requires market research activities in science on the basis of sex as a prerequisite to be more creative and innovative marketing should be run through the entire process. Through creative market research, to meet the diverse information needs, to enable enterprises to accurately and timely grasp the information and develop appropriate marketing strategies. Market needs to create, in the enterprise marketing activities need creative market research. 


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