市场营销调研、分析与管理


企业收益

l 系统地进行市场调研与相关项目的管理,并运用其结果,制定可靠的企业规划和策略


学员收益

l 结合市场营销的各个环节,整体了解对应的市场研究架构、模型及实证分析方法

l 掌握使用调查、解释数据、行业调研的正确方法,学会如何有效进行市场竞争分析和客户基础摸底

l 学习产品价格测试方法和市场规模预估,掌握新产品研发关键点


适合对象

企业市场研究人员、高级营销经理、市场策划组织者、企划部管理人员

课时

2


主要内容

l 市场营销调研的五大主题

l 整体市场竞争分析与用户基础摸底

Ø 市场整体竞争情势分析与U&A学习

Ø 以需求差异化为导向的市场区隔细分

l 创新与新产品开发

Ø 找到新产品研发概念与产品概念测试

Ø 价格测试方法与市场规模预估

Ø 品牌追踪与品牌资产-品牌健康度测量

Ø 品牌力和市场力

Ø 利用品牌承诺度测量品牌健康度

Ø 长期品牌追踪与单一次品牌资产衡量的指标差异与解读

l 品牌与宣传效果的相关研究媒介研究与广告测试

Ø 品牌传播效果评估体系

Ø 利用调研制定广告策略

Ø 媒介的选择与广告投放

l 购买行为和渠道研究

Ø 消费者购买决策过程研究

Ø 消费者固定样本组和零售研究

l 满意度和神秘访客研究

Ø 满意度和神秘访客研究之间的架构和关系

Ø 满意度研究的执行和分析

Ø 神秘访客的执行和分析

l 新的研究方法与分析







Market Research, Analysis and Management


Benefits to Enterprises

l Systematically conduct marketing research and related project management, and use the result to create reliable corporate plan and strategy.


Benefits to Participants

l Combining every step in the marketing process to holistically understand corresponding market research structure, models and evidence-based analysis

l Master methodologies of survey, data interpretation and industry research. Learn how to effectively conduct competitor analysis and customer base study.

l Learn methodologies to test product pricing and estimate market size. Master the keys to new product R&D.


Target Participants
Market research professionals, senior sales and marketing managers, marketing planners and organizers, and business development managers


Duration

2 Days


Course Outline

l 5 themes of Marketing Research

l Whole Market Competitor Analysis and Customer Base Study

Ø Whole Market Competitor Analysis and U&A study

Ø Market segmentation based on needs differentiation

l Innovation and New Product Development

Ø Identify new product R&D concepts and test these concepts

Ø Methodologies to test pricing and estimate market size

Ø Brand Tracking and Brand Equity-Brand Equity Assessment

Ø The power of brand and market

Ø Assess Brand Equity based on the level of brand commitment

Ø Understand and analyze the variance between long term brand tracking and one-off brand equity assessment.

l Research on the Brand and Public Response-Media Research and Advertising Testing

Ø Assessment mechanism of brand communication

Ø Develop advertising strategy based on research

Ø Media selection and execution

l Purchasing Behavior and Channel Research

Ø Study on consumer purchase decision making process

Ø Consumer study: fixed sample group and retail.

l Research on Customer Satisfaction and Mysterious Shoppers

Ø The structure and Relationship between customer satisfaction and

mysterious shopping study

Ø Execution and analysis of satisfaction study.

Ø Execution and analysis of mysterious shopping study

l New Methodologies of research and analysis

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