Outline of Integrated Market Reserch Plan

The General

1. Market research is an important part of marketing management, also is the premise of marketing strategy, marketing plan, is the guarantee of successful strategy and plan, the purpose of marketing research implementation specification is to provide data support for enterprise decision-making, marketing, research is to analyze market conditions, grasp the market opportunities, develop marketing strategy plan to the first level.

In order to make marketing research rules to follow, this specification is specially formulated.

1. This specification mainly applies to marketing center and its overseas branches, development department and planning department.Each department according to the specific situation, choose to use.This code relates to the implementation of external research projects and internal research standards.

2. Research process:

1. Propose research requirements according to decision requirements;

2. Relevant departments discuss and approve projects;

3. Organizing research;

4. To prepare research reports;

1. The research type

1. The research department shall conduct research according to the needs, and the research shall be classified as follows:

1. Market research (product status, competitive situation);

2. Consumer research (buying behavior, mentality, decision-making process, consumption evaluation);

3. Promotion research (advertising, promotion and channel strategy of similar products);

4. Product special research (product update forecast, other alternative products).

1. Research institutions

1. The daily market research tasks are undertaken by the following two departments:

1. The market center

Mainly responsible for the marketing environment (six aspects) research.

Through the induction of secondary materials;Data provided by front-line personnel and database establishment provide decision-making basis for company strategy decision, marketing planning and new product research and development.

1. Product Development Department

Mainly undertake product special research.Through secondary data, literature, experts, classification to establish a special database.

1. The decision-making department chooses the following methods according to its needs:

1. Special research of my department;

2. Entrust the marketing center and development Department to assist;

3. Collected through the field offices;

4. Report to the company, establish special research projects.

1. Establishment of research methods:

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MAR6006CN_Outline of Integrated Market Reserch Plan

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