市场调研归纳总结报告(牙膏).doc

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1、《市场调查与预测》AC大学生牙膏使用情况调研报告指导教师SDL学院工商管理班级营销姓名HLZC学号课程名市场调研与预测课程号007054621《市场调查与预测》前言牙膏是日常生活中必不可少的日用品，随着人们生活水平的提高，消费观念的变化，对于洗化用品的要求也越来越严格。每个人都希望自己的牙齿非常洁白健康，因此每天刷牙是必须要做的事情。所以牙膏的的需求量和使用量是非常庞大的。它的市场之大，消费量之多是让无数厂家都想进入的。因此，整个牙膏行业的竞争压力也是非常大。目前国内市场上常见的牙膏都有，佳洁士、高露洁、中华、云南白药、黑妹、黑人、冷酸灵、舒适达、舒客、田七、纳爱斯、两面针、竹盐等。为了了

2、解大学生在选择牙膏，以及牙膏品牌的了解程度方面的情况，通过调研获取大学城区域超市或小商店等的牙膏投放策略，因此有必要对于消费者的消费偏好进行分析，从而制定更加合理的营销策略。考虑到一手资料的获取难度以及准确度，我们将整个视角放在安徽财经大学的所有在校大学生，包括在校本科生和在校研究生，从这样一个角度通过合理的整合研究，我们将会得到我们想要获取的资料。作为市场营销系的学生首次接触到市场调研与预测这门专业性颇强的课程，我们组希望能够以牙膏这种生活必需品，得到有效的数据调研。我们利用《市场调研与预测》专业知识设计一份问卷，预备向XX（东校区）学生投放160份问卷。经过前期的问卷设计、一手数据的整

3、合、二手资料的涉猎、资料的综合测评以及从市场营销专业视角研究分析，得出有利于接下来进行战略策略推进的具体可行性方案，将市场调研与预测真正用到实处。21《市场调查与预测》目录一、执行总结（一）问题描述····················································1（二）结论概括····················································1二、调研方案（一）调研目的····················································2（二）调研设计·············

4、·······································2（三）调研项目研究（6W）··········································2（四）预调查······················································3（五）调研问卷（见附录）···········································3（六）资料收集····················································3（七）数据处理··················

5、··································4（八）调研组织实施计划············································4三、调研数据统计分析(一)数据分析方法························································5（二）数据合理性分析······················································621《市场调查与预测》四、研究成果（一）整体成果··········································

6、·················10（二）品牌数据的分析成果················································10（三）因素偏好程度的分析成果···········································10（四）接受价格水平的分析成果···········································11（五）购买渠道差异的分析成果···········································11（六）牙膏用量调查的分析成果··························

7、·················12五、研究局限与忠告（一）局限························································12（二）忠告························································12六、调研结论与建议（一）结论············································