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Marketing Research PPT by Team 4

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Marketing Research PPT by Team 4

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     [ Definition of the issue ] [ Approach of research ]

     Marketing Research

     For AURORA

     [ Research design formulation ]

     [ Data analysis ] [ Result of investigation ] [Limitation and specification ]

    [ Defects and suggestions ]

     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

     [ Definition of the issue ]

     [ Approach of research ] [ Research design formulation ] [ Data analysis ] [ Result

    of investigation ]

     Description of the problem

     The company wants to develop the Mainland Market in depth. Now they are facing

    problems when developing the strategy, so they want to know their Brand Cognition

    and Brand Reputation first.

     [Limitation and specification ]

     [ Defects and suggestions ]

     Objective of the research

     The objective of the research is to find out how their Brand Cognition and Brand

    Reputation are and the influences of 4ps respectively on the Brand Cognition and Brand

    Reputation.

     [ Definition of the issue ]

     Main methods

     Field work qualitative research in depth

     [ Approach of research ]

     [ Research design formulation ] [ Data analysis ] [ Result of investigation ]

     [Limitation and specification ]

     [ Defects and suggestions ]

     Analytical models

     Verbal model Graphical model Mathematical model

     Research questions

     Main variables

     Theoretical framework

     Objectives

     product price

     Brand Cognition

     promotion place questionnaire product

     price

     Brand Reputation promotion place

     [ Definition of the issue ] [ Approach of research ]

     Relative information

     Secondary material collection

     [ Research design formulation ]

     [ Data analysis ] [ Result of investigation ] [Limitation and specification ]

    [ Defects and suggestions ]

     Techniques of measurement

     First hand material collection

     Design of questionnaire

     Design of sampling

     Implement of survey

     [ Definition of the issue ] [ Approach of research ]

     [ Research design formulation ]

     [ Data analysis ]

     [ Result of investigation ]

     [Limitation and specification ]

     [ Defects and suggestions ]

     Code ? Analysis of variance(ANOVA) ? One-way analysis of variance ? Covariate

     [ Definition of the issue ] [ Approach of research ]

     Analysis for the whole questionnaire

     Distribution

     [ Research design formulation ]

     [ Data analysis ]

     [ Result of investigation ]

     Brand Cognition

     Brand Reputation [Limitation and specification ] [ Defects and suggestions ]

     11% 89%

     Inland province

     Coastal province

     [ Definition of the issue ] [ Approach of research ]

     1.1 Overall awareness level of AURORA ? 1.2 Awareness level of AURORAs office

    furniture ? 1.3 Awareness level of AURORAs service ? 1.4 The approach to AURORA ? 2.1 Awareness level of the price of AURORAs copier ? 2.2 Awareness level of the price of AURORAs office furniture ? 2.3 Awareness level of the price of AURORA

    s 248 service ? 2.4 defects and suggestions

     [ Research design formulation ]

     [ Data analysis ]

     [ Result of investigation ]

     Brand Cognitive

     Brand Favorite [Limitation and specification ] [ Defects and suggestions ]

     ? ? ? 4.1 Accessibility to public 4.2 Perception of Aurora 4.3 Comparison among

    industry 4.4 defects and suggestions

     1. Product

     2. Price

     4. Promot ion

     3.

     Place

     3.1 Awareness level of purchasing channel ? 3.2 Awareness level of after-sale

    service channel ? 3.3 Defects and suggestions

     [ 1.1 Overall awareness level of AURORA Products Sold by AURORA

     30% 25% 20% 15% 10% 5% 0%

     1. Product

     [ 1.2 Awareness level of AURORAs office furniture

     Quality of AURORA's office furniture

     1. Product

     High Not sure Mid-high

     Medium

     Low

     Mid-low

     [ 1.3 Awareness level of AURORAs service

     Preference of office furniture (assuming at the same price)

     1. Product

     AURORA Never heard

     LAMEX

     ULTRA

     UB Any will do

     励志洋行 SUNON QUAMA

     KINWAI

     [ 1.4 The approach to AURORA

     How to know AURORA

     1. Product

     Product release 40% Using now 20% 0% Professional journal Public exhibition

    Advertisement

     Friends

     [ 2.1 Awareness level of the price of AURORAs copier

     Price of AURORA's copier

     Higher

     lower

     2. Price

     Not sure

     Of the same level

     [ 2.2 Awareness level of the price of AURORAs office furniture

     Price of AURORA's office furniture

     Excellent value for money

     High quality and inexpensive

     2. Price

     Reasonable price

     Not sure

     More expensive

     [ 2.3 Awareness level of the price of AURORAs 248 service

     Value addition of free 248 service

     2. Price

     300 200 100 0

     [ 3.1 Awareness level of purchasing channel & after-sale service channel

     3. Place

     accessibility to public

     4. Promotion

     18%

     7%

     very convenient

     20%

     convenient

     23%

     accessible

     32%

     not convenient

     never heard

     [ 4.1 Accessibility to public

     Perception of AURORA

     4. Promotion

     40%

     35%

     30%

     25%

     20% Idea of Aurora 15%

     10%

     5%

     0% excellent service excellent product high price quality traditional culture

    inherition leader of Chinese company fashionable design others

     [ 4.2 Perception of AURORA

     comparison among industry

     4. Promotion

     Canon 21% 31% 5% RICOH SHARP TOSHIBA KYOCERA

     10%

     11% 7% 6%

     KONICA MINOLTA

     Panasonic Phaser AURORA HP

     3%

     2%

     3% 1%

     Others

     [ Definition of the issue ] [ Approach of research ]

     1.1 Overall awareness level of AURORA ? 1.2 Awareness level of AURORAs office furniture ? 1.3 Awareness level of AURORAs service ? 1.4 The approach to AURORA ?

    2.1 Awareness level of the price of AURORAs copier ? 2.2 Awareness level of the

    price of AURORAs office furniture ? 2.3 Awareness level of the price of AURORA

s 248 service ? 2.4 defects and suggestions

     [ Research design formulation ]

     [ Data analysis ]

     [ Result of investigation ]

     Brand Cognition

     1.

     2.

     Product

     4. Promot ion

     Price

     3. Place

     3.1 Awareness level of purchasing channel ? 3.2 Awareness level of after-sale

    service channel ? 3.3 Defects and suggestions

     Brand Reputation

     [Limitation and specification ] [ Defects and suggestions ]

     ? ? ? 4.1 Accessibility to public 4.2 Perception of Aurora 4.3 Comparison among

    industry 4.4 defects and suggestions

     OA性能注重

     7% 17% 36% 出纸速度 预热时间 连续印刷张数 26% 14% 售后服务

     办公家具性能注重

     8% 3% 16% 12% 61% 环保 美观 耐用 服务 其他

     1. Product

     当前性能

     6% 15% 8% 71% 很好 一般 有待改进 不了解 71%

     当前性能

     7% 很好 15% 7% 一般 有待改进 不了解

     当前性能,2(

     很好

     当前性能,2(

     27%

     21% 52%

     23%

     27%

     很好 一般

     一般

     有待改进 50%

     有待改进

     震旦产品购买率

     选择震旦的原因

     4% 支持国产品牌 26% 质量过硬 价格合理 设计精良 19% 口碑不错 服务意识好 其他

     47%

     41%

     不会 不确定

     20% 7%

     1. Product

     14% 3% 5% 10%

     12%

     8%

     16%

     不选择震旦原因

     没听说过震旦 10% 价格太贵 49% 品质不如其他同 类品牌 20%

     不选震旦原因,2(

     价格太贵 18% 品质不如其他同类 品牌 19% 27% 设计不够专业 缺乏创新意识

     设计不够专业

     9% 缺乏创新意识

     10%

     6%

     重复购买的理由

     180 160 140 120 100 80 60 40 20 0

     1. Product

     111

     129

     126

     148

     113 79

     168

     性价比排序

     1. Product

     3.43 夏普

     7.44 6.41 4.98 4.55 4.33 4.48 6.70

     2.63

     理光

     佳能

     震旦

     东芝

     科美

     金驰

     施乐

     惠普

     青睐的渠道

     售后服务延期愿意支付的价格

     224

     239 211 27 44 183 89 39 17 16

     2. Price

     248 300

     OA的价格

     各公司消费者认为的价格

     266 214 115 65 17 500 700 900 79 158

     97 15

     47

     是否会再次购买震旦的产品

     2. Price

     24%

     不会

     76%

     售后服务的速度

     0.7

     0.6

     送货时间

     一个月内 大于一个月

     0.5 0.4 0.3 0.2 售后服务的速度

     3. Place

     0.1 0 19% 很好 较好 一般 不怎么好 不好 不清楚

     售后服务速度(了解震旦服务的消费 者(

     81% 0.5 0.4 0.3 0.2 0.1 0 很好 较好 一般 不怎么好 不好

     售后服务的速度

     是否满意震旦的 直销模式

     满意 不能

     需改进的问题

     0.3

     0.25

     0.2

     21% 0.15 0.1 79% 0.05 0 保修时间 客服质量 服务内容 收费标准 其他 需改进的问题

     3. Place

     销售额

     不能

     消费者选择的渠道

     0.4

     0.35 0.3 0.25

     43% 57%

     0.2 0.15 0.1 0.05

     消费者选择的渠道

     0

     厂家直销 专业分销 大型超市采购 网上订购

     convenience

     250 200 150 100

     50

     4. Promotion

     0 very convenient general convenient inconvenient very inconvenient

     promotion activity

     300 250 200 150 100 50 0 desire a liitle no intention totally not

     pattern

     300 250 200 150 100 50 0 price reduction reaflet celebrity endorsements TV ads magazine ads

     Difference between inland province and coastal province

     Q.24 code:133 consumer-oriented design concept Q.24 code:137--simple, common, systematical and flexible product portfolio

     22%

     4. Promotion

     11%

     37% 17% inland provinces coastal provinces inland provinces coastal provinces

     [ Definition of the issue ] [ Approach of research ]

     The statistical error of endogenous

     1. Sampling frame error 2. Cognitive error 3. Cheating error 4. Data processing error

     [ Research design formulation ]

     [ Data analysis ] [ Result of investigation ]

     [Limitation and specification ]

     [ Defects and suggestions ]

     Second the statistical error of exogenous

     1. No answer error 2. Unintentional error of wrong answer 3. A

    deliberately wrong error 4. Statistical error of counterfeiting

     Level of 4ps & Services

     Defects

     Suggestion

     [ Definition of the issue ] [ Approach of research ]

     Actual product

     Brand name Quality level

     More concise Few people get the promotion to build correct image of up the image AURORA Grab the potential consumers Few people recall the services More emphasis on can this trump card 248 when delivering services If AURORA wants more non-objective people heard of AURORAs products price and service, proportioning

     [ Research design formulation ]

     [ Data analysis ] [ Result of investigation ] [Limitation and specification ]

     Augmented product Price of Actual product

     After-sale service

     Brand

     Few people know the prize(but most of the knows believe the prize is reasonable)

     [ Defects and suggestions ]

     Brand Cognition

     Brand Reputation

     Place

     Direct selling

     Variability distribution

     The company should open up more flagship stores or distribution outlets to improve its brand image and on-line Lot consumers have sales. little contact with AURORA can

    AURORA, which may increase the number lose a lot of of dealers outside potential the field of direct consumers. selling and direct in selling and distribution will be equal in supply training and experience exchange Others do except this well None

     Promotion

     promotion activities

     Expand business ranges; Enhance public popularity

     Closer to peoples life

     Passing off--facilitate the growth of core business

     Suggestion

     Public popularity? Not the priority! Focus on specific business office furniture, OA printer Take more social responsibility--charity, environmental protection

     Improve service and products to stand out in the competition

     [ Definition of the issue ] [ Approach of research ]

     Level of 4ps & Services Defects

     Suggestion

     [ Research design formulation ]

     [ Data analysis ] [ Result of investigation ]

     product

     quality

     Consider the On the peoples quality of its caring aspect, product firstly and AURORA did not the other services very well. secondly. Few people know ? the quality of AURORAs. ? Improve quality promotion

     Brand

     [Limitation and specification ]

     Many people are interested in supporting the domestic brands; maintain these advantages to appeal more customers.

     [ Defects and suggestions ]

     Brand Cognition

     Products price

     Price

     Services price

     Most people like medium-end market, but the AURORA focus on With average quality and low medium-high cost market.

     Most people like cheap service none none none Focus on direct selling and distribution

     Brand Reputation

     place promotion

     After speed

     services

     convenience

     Variable pattern

     The AURORAs promotion Do some TV ads activities have low effect.

     [ Definition of the issue ] [ Approach of research ]

     [ Research design formulation ]

     [ Data analysis ] [ Result of investigation ] Brand Cognitive Brand Favorite [Limitation and specification ] [ Defects and suggestions ] Brand Cognition Brand Reputation

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