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[Definitionoftheissue][Approachofresearch][Researchdesignformulation][Dataanalysis][Resultofinvestigation][Limitationandspecification][Defectsandsuggestions]•申浩•张桥石、蓝荣成、马思翀、王思远、王旭峰、韩星、胡俊彦、王乐天、张杰MarketingResearchForAURORAThecompanywantstodeveloptheMainlandMarketindepth.Nowtheyarefacingproblemswhendevelopingthestrategy,sotheywanttoknowtheirBrandCognitionandBrandReputationfirst.DescriptionoftheproblemTheobjectiveoftheresearchistofindouthowtheirBrandCognitionandBrandReputationareandtheinfluencesof4psrespectivelyontheBrandCognitionandBrandReputation.Objectiveoftheresearch[Definitionoftheissue][Approachofresearch][Researchdesignformulation][Dataanalysis][Resultofinvestigation][Limitationandspecification][Defectsandsuggestions]•Mainmethods–Fieldwork–qualitativeresearchindepth•Analyticalmodels–Verbalmodel–Graphicalmodel–Mathematicalmodel•Researchquestions[Definitionoftheissue][Approachofresearch][Researchdesignformulation][Dataanalysis][Resultofinvestigation][Limitationandspecification][Defectsandsuggestions]TheoreticalframeworkquestionnaireBrandCognitionproductpricepromotionplaceBrandReputationproductpricepromotionplaceObjectivesMainvariablesRelativeinformationSecondarymaterialcollectionFirsthandmaterialcollectionTechniquesofmeasurementDesignofquestionnaireDesignofsamplingImplementofsurvey[Definitionoftheissue][Approachofresearch][Researchdesignformulation][Dataanalysis][Resultofinvestigation][Limitationandspecification][Defectsandsuggestions]•Code•Analysisofvariance(ANOVA)•One-wayanalysisofvariance•Covariate[Definitionoftheissue][Approachofresearch][Researchdesignformulation][Dataanalysis][Resultofinvestigation][Limitationandspecification][Defectsandsuggestions]Analysisforthewholequestionnaire11%89%DistributionInlandprovinceCoastalprovince[Definitionoftheissue][Approachofresearch][Researchdesignformulation][Dataanalysis][Resultofinvestigation]BrandCognitionBrandReputation[Limitationandspecification][Defectsandsuggestions][Definitionoftheissue][Approachofresearch][Researchdesignformulation][Dataanalysis][Resultofinvestigation]BrandCognitiveBrandFavorite[Limitationandspecification][Defectsandsuggestions]•3.1Awarenesslevelofpurchasingchannel•3.2Awarenesslevelofafter-saleservicechannel•3.3Defectsandsuggestions•4.1Accessibilitytopublic•4.2PerceptionofAurora•4.3Comparisonamongindustry•4.4defectsandsuggestions•2.1AwarenesslevelofthepriceofAURORA’scopier•2.2AwarenesslevelofthepriceofAURORA’sofficefurniture•2.3AwarenesslevelofthepriceofAURORA’s248service•2.4defectsandsuggestions•1.1OverallawarenesslevelofAURORA•1.2AwarenesslevelofAURORA’sofficefurniture•1.3AwarenesslevelofAURORA’sservice•1.4TheapproachtoAURORA1.Product2.Price3.Place4.Promotion1.Product[1.1OverallawarenesslevelofAURORA0%5%10%15%20%25%30%ProductsSoldbyAURORA1.Product[1.2AwarenesslevelofAURORA’sofficefurnitureHighMid-highMediumMid-lowLowNotsureQualityofAURORA'sofficefurniture1.Product[1.3AwarenesslevelofAURORA’sserviceAURORALAMEXULTRAUB励志洋行SUNONQUAMAKINWAIAnywilldoNeverheardPreferenceofofficefurniture(assumingatthesameprice)1.Product[1.4TheapproachtoAURORA0%20%40%ProductreleaseAdvertisementPublicexhibitionFriendsProfessionaljournalUsingnowHowtoknowAURORA2.Price[2.1AwarenesslevelofthepriceofAURORA’scopierHigherlowerOfthesamelevelNotsurePriceofAURORA'scopier2.Price[2.2AwarenesslevelofthepriceofAURORA’sofficefurnitureExcellentvalueformoneyHighqualityandinexpensiveReasonablepriceMoreexpensiveNotsurePriceofAURORA'sofficefurniture2.Price[2.3AwarenesslevelofthepriceofAURORA’s248service0100200300Valueadditionoffree248service3.Place[3.1Awarenesslevelofpurchasingchannel&after-saleservicechannel4.Promotion7%20%32%23%18%accessibilitytopublicveryconvenientconvenientaccessiblenotconvenientneverheard4.Promotion[4.1Accessibilitytopublic0%5%10%15%20%25%30%35%40%excellentserviceexcellentproducthighpricequalitytraditionalcultureinheritionleaderofChinesecompanyfashionabledesignothersPerceptionofAURORAIdeaofAurora4.Promotion[4.2PerceptionofAURORA21%5%10%6%1%3%7%2%3%11%31%comparisonamongindustryCanonRICOHSHARPTOSHIBAKYOCERAKONICAMINOLTAPanasonicPhaserAURORAHPOthers[Definitionoftheissue][Approachofresearch][Researchdesignformulation][Dataanalysis][Resultofinvestigation]BrandCognitionBrandReputation[Limitationandspecification][Defectsandsuggestions]•3.1Awarenesslevelofpurchasingchannel•3.2Awarenesslevelofafter-saleservicechannel•3.3Defectsandsuggestions•4.1Accessibilitytopublic•4.2PerceptionofAurora•4.3Comparisonamongindustry•4.4defectsandsuggestions•2.1AwarenesslevelofthepriceofAURORA’scopier•2.2AwarenesslevelofthepriceofAURORA’sofficefurniture•2.3AwarenesslevelofthepriceofAURORA’s248service•2.4defectsandsuggestions•1.1OverallawarenesslevelofAURORA•1.2AwarenesslevelofAURORA’sofficefurniture•1.3AwarenesslevelofAURORA’sservice•1.4TheapproachtoAURORA1.Product2.Price3.Place4.Promotion1.Product36%14%26%17%7%OA性能注重出纸速度预热时间连续印刷张数售后服务6%15%8%71%当前性能很好一般有待改进不了解21%52%27%当前性能（2）很好一般有待改进16%12%61%8%3%办公家具性能注重环保美观耐用服务其他7%15%7%71%当前性能很好一般有待改进不了解27%50%23%当前性能（2）很好一般有待改进1.Product41%12%47%震旦产品购买率会不会