顶新饮品群市场研究培训

1Copyright©2005ACNielsenaVNUbusinessAC尼尔森零研市场培训致顶新国际集团饮品事业群培训日期：2005年12月15日Copyright©2005ACNielsenaVNUbusiness2培训安排08：30至09：00市场研究作用及种类09：00至10：30零售研究基础知识10：30至10：45休息10：45至12：30零研资料解读12：30至13：30午餐及休息13：30至14：15中国市场资料分享-2005年AC尼尔森公司普查资料-《放眼中国市场》中国消费者购物习惯14:15至15：00AC尼尔森公司深度分析-Explorer深度分析-MarketingMixModeling营销组合模型3Copyright©2005ACNielsenaVNUbusiness市场研究作用及种类何为市场研究？为何市场研究？市场研究的程序市场研究的种类ACNielsen的市场研究服务Copyright©2005ACNielsenaVNUbusiness4何为市场营销?Marketingisassocialandmanagerialprocessbywhichindividualandgroupsobtainwhattheyneedandwantthroughcreating,offering,andexchangingproductsofvaluewithothers市场营销是个人和集体通过创造、提供并同别人交换有价值产品或服务，以便获得他们所需所求的一种社会和管理过程。PhilipKotlerMarketingconsistsofallactivitiesbywhichacompanyadaptsitselftoitsenvironment—creativelyandprofitably.市场营销包括企业适应市场环境的一切活动。“需要needs”、“欲望wants”、“需求demand”需要：指人类缺乏某些基本满足的状态，MSLOW“需要层次论”欲望：指人类对满足需要的具体物品或服务的愿望需求：指有能力并且有意愿购买的具体物品或服务的欲望生理需要自我实现需要尊重需要社会需要安全需要最高层次最基本层次生理需要自我实现需要尊重需要社会需要安全需要生理需要自我实现需要尊重需要社会需要安全需要最高层次最基本层次生产观念产品观念销售观念营销观念社会营销观念市场营销概念的形成与发展演进生产观念产品观念销售观念营销观念社会营销观念市场营销概念的形成与发展演进Copyright©2005ACNielsenaVNUbusiness5营销管理决策管理过程分析(目的、环境、自身)规划(目的、环境、自身)分析(目的、环境、自身)规划(目的、环境、自身)战略目标和任务战术预算战略目标和任务战术预算监测评估控制监测评估控制凡事预则立，不预则废知彼知己，百战不殆Copyright©2005ACNielsenaVNUbusiness6网络搜索的市场研究定义Theprocessofsystematicallygathering,analyzingandinterpretingdatapertainingtothecompany'smarket,customersandcompetitors,withthegoalofimprovingmarketingdecisions.cfdccariboo.com/glossary.htmThefacilitatingfunctionofcollectingandinterpretingdataonconsumerdemandsandcharacteristicssothatfirmscandevelopnewproductsandsellexistingonesprofitably.Provideinformationonproductanalysis,brandpositionanalysis,consumersurveys,quantitativemarket&trendanalysis,channelsofdistributionanalysis,etc.tomarketingandsalesdepartmentsatclientcompanies.Also,interpretthemarketforclientstominimizewasteanddevelopnewsourcesofprofit.abacus.bates.edu/admin/offices/career/webx/field_def.htmlisunderstoodasasystematiccollection,presentationandanalysisofdataaccordingtovariousaspectsofmarketingactivity.Marketingresearchstudies-linkresearcherswithmarkets,consumers,competitorsandallotherexternalmarketingelementsthroughinformation.Itistheprocessofanalyzinginformationrelatingtomarketingofgoodsandservices.Thesystematicgathering,recording,analyzing,anduseofdatarelatingtothetransferandsaleofgoodsandservicesfromproducertoconsumer.theprocessofcollectingandanalyzinginformationinordertosolvemarketingproblems.wps.pearsoned.co.uk/wps/media/objects/1452/1487687/glossary/glossary.htmlTheplanning,collection,andanalysisofdatarelevanttomarketingdecisionmaking,andthecommunicationoftheresultsofthisanalysistomanagement.researchthatgathersandanalyzesinformationaboutthemovingofgoodorservicesfromproducertoconsumerwordnet.princeton.edu/perl/webwnResearchcoversthesearchforandretrievalofinformationforaspecificpurpose.Researchhasmanycategories,frommedicalresearchtoliteraryresearch.en.wikipedia.org/wiki/Marketing_researchCopyright©2005ACNielsenaVNUbusiness7众多的机构见解各自不同，但是共同点明显MarketingResearchAssociation©2005ACNielsenaVNUbusiness8什么是市场研究？MarketResearchisanyactivityaimedatunderstandingthebehaviorofconsumers(whethertheybeindustrial(companies)orendusers(consumers)inacertainmarket.Howevercommercialmarketresearchfocusesonspeedandansweringspecificmanagementquestions,ratherthanansweringinterestingortheoreticalquestions.市场研究是任何旨在了解认识一个特定市场中的顾客（消费者或者工业客户）行为的活动。只是商业性的市场研究更关注聚焦于速度，和回答具体的管理问题，而不只是回答“有趣的”或者是“理论的”问题。Copyright©2005ACNielsenaVNUbusiness9ESOMAR欧洲民意和市场研究协会MarketResearch市场研究Aprocessusedtodefinethesize,location,and/ormakeupofthemarketforaproductorservice.市场研究是用于确定一个特定产品或者服务市场规模、市场地点、和/或这个市场组成的过程。Marketing&OpinionResearch营销和民意研究Aprocessusedbybusinessestocollect,analyzeandinterpretinformationusedtomakesoundbusinessdecisionsandsuccessfullymanagethebusiness.营销和民意研究是一个信息搜集、分析和解释信息以便制订更好的商业决策和进行业务管理的综合过程。MediaResearch媒体研究Researchthatiscenteredonissuesofmediaselectionandefficiency媒体研究是专注于媒体选择和媒体效率的研究。Copyright©2005ACNielsenaVNUbusiness10QualitativeResearch定性研究Researchthatyieldsanin-depthunderstandingaboutanissue.Qualitativeresearchtypicallyfocusesonasmallnumberofpeople.Sincethesepeopleareinterviewedin-depth,interviewstendtobelongerandareoftenunstructured.Anoutlineofdiscussionpoints,ratherthanaquestionnaire,isoftenused.Thistypeofresearchalsotendstobeconductedinperson,eitherinfocusgroupsorone-on-oneinterviews.QuantitativeResearch定量研究Researchusedtostatisticallyestimatetheviewpointsofapopulationprovidingestimatesofpercentagesoraverages.Thisresearchusuallyemployslargersamplesandtakeslessoftherespondent'stime.Telephonesurveys,mailsurveys,interceptsurveys,centrallocationstudies,in-homeusestudies,door-to-doorstudiesareallusedinquantitativeresearch.ESOMAR欧洲民意和市场研究协会Copyright©20