软件市场调研与营销报告

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1、市场调研数学与计算机学院实践调查报告（2013/2014学年第1学期）课程名称软件市场调研与营销课程代码6014939调研报告题目对WPS办公软件的市场调研调研日期2013年11月25日至2013年12月3日系(部)软件工程系指导教师周立章学生学号年级学生姓名专业成绩-23-市场调研目录第1章调研工作方案···············································31.2调研内容···················································31.3主要调查对象和范围···············

2、··························31.4调研方式···················································31.5调研人员···················································31.6调研时间···················································3第2章调研分析···················································4消费者的意见与看法···············

3、······························4第3章WPS办公软件市场分析········································83.1-23-市场调研行业市场分析···············································83.2市场特征分析···············································103.3消费者分析·················································113.4竞争者分析···········

4、······································11第4章营销策略···················································144.1市场营销定位···············································144.2广告策略···················································154.3产品策略···················································154.4定价策略··

5、·················································164.6促销策略···················································16-23-市场调研4.6分销策略···················································164.7品牌策略···················································16第5章市场预测与分析······································

6、·······17第6章对WPS办公软件的建议·······································19第7章心得体会···················································20附录WPS办公软件问卷调查表·······································21-23-市场调研第1章调研工作方案1.1调研目的为了更好地系统了解WPS这款办公软件以及该产品在本市的市场地位，计划对市场进行一次较系统的市场调研。本次市场调查的目的包括：1．明确市场的品牌认知与竞争情况；2．了解和

7、分析各层次消费群体的消费需求和消费行为；3．分析该软件以前的销售策略以确定后面的销售策略；4．预测该款办公软件今后的发展和销售方向。1.2调研内容为了能更好的完成调研目的，本次调研将从如下三个方面进行调研活动：1.WPS办公软件的25年的发展历史；2.曾经的WPS办公软件何以放弃收费，免费提供下载使用；3.面对现今MSOffice一家独大的局面，WPS的未来发展方向。1.3主要调查对象和范围本次调研活动的调查对象主要为在校大学生和老师，以及部分已工作的工薪阶层，他们的年龄分布在18-24岁、30-50岁这两个层次，分布的地区主要为郫县及周边城镇。1.