Product research report

Model essay on product research report (5 general articles)

In study, work and life, reports are very important, and attention should be paid to the rationality of logic when writing reports. What kind of reports have you seen? The following is a sample of product research report (5 general remarks) that I have compiled, hoping to help you.

Product research report 1 In recent years, with the rapid increase of the number of college students, the college market has become a battleground for many businesses, and with the improvement of people's living standards, today's college students almost have a mobile phone. In order to occupy this market as soon as possible, communication operators have tried their best. Among them, the competition between China Mobile and China Unicom is particularly fierce. They are not only in technology, product business and advertising, but also in the target market. Both companies have introduced new products and ideas to occupy the student market. The 3g brand "Wo" launched by China Unicom has occupied a considerable market in the campus market. That is, on the premise of meeting the needs of consumers, we will maximize the market share of Unicom g3 campus and make China Unicom a campus market leader in the 3g era.

As a student majoring in administration, I was lucky enough to participate in the summer practice investigation activities organized by China Unicom. Through practical investigation, I learned about the daily work of Unicom enterprises and the characteristics of many products featuring service products, which accumulated very good experience for better implementation of administrative management. The report on the development of practical research activities is as follows:

First, the purpose of practical research

The fundamental purpose of social practice is to better understand and recognize the production panorama of the target enterprise. Take China Unicom as an example. As the leader of the communication industry, China Unicom has always been in a leading position in the development of the same industry. Its brand is based on high-quality service products. After years of deep cultivation, it has accumulated a lot of consumer attention. However, even professional students may not be able to fully explain the characteristics of service products. Service product is a product existence form corresponding to tangible product. Theoretically speaking, service product refers to "the result that workers use certain equipment and tools to provide services for consumers". Service products are also valuable, mainly to meet the communication needs of consumers. The purpose of this practical investigation is to guide practitioners to better understand the characteristics of service products on the basis of analyzing the characteristics of service products.

Second, practical steps and methods

With the rapid development of network technology, other traditional telecom services have also achieved organic integration. Compared with network technology, the biggest shortcoming of operators is service, and with this concept, it is also very necessary for Internet services. However, compared with the latter, a good experience is achieved through continuous software upgrades, and the Internet service operated is also a kind of service. Based on this understanding, we adopted the methods of on-the-spot investigation, practical training and analysis in this practical activity, summarized and sorted out a large number of first-hand materials collected, refined and summarized the essence that is of great significance to our research, and analyzed and studied according to scientific analysis methods, which laid a good foundation for subsequent paper writing.

Third, the content of practical research.

Service product marketing concept: service marketing strategy is a specific marketing strategy concept based on the current market development, including two aspects: first, as far as the nature of enterprises is concerned, service itself is its product; Secondly, service, as a marketing strategy, is an enterprise's service marketing strategy, which runs through the whole process of its marketing strategy. Service marketing strategy has entered a comprehensive and diversified era. If an enterprise wants to be in an invincible position in the market competition, it must make overall plans, flexibly use various marketing strategies, create competitive advantages and win in the competition. "

Marketing characteristics of service products: From the nature of products, service products are invisible, which brings great trouble to customers' judgment. In other words, it is difficult for customers to judge the service quality and effect of service products with general judgment methods, which is different from common judgment methods. Unlike tangible products, they can be drawn and shaped by the touch of the five senses, but they will be judged more by tangible objects such as service facilities and environment, such as warm and comfortable service places and professional and polite service personnel.

The essence of service marketing lies in a more accurate method of balancing demand: service is an action or performance, not a tangible commodity that customers can keep. When the demand exceeds the production capacity, customers will leave disappointed, because it is not easy to transport to a higher level of demand without the support of inventory. At least in the short term, when demand exceeds supply, it is very difficult to increase service capacity (such as equipment, facilities and trained personnel).

Customers directly participate in the production process of services: traditional production completely excludes the role of customer management in the production process, and the employees of the company are the management objects, not customers. This kind of participation requires enterprises to change the service production process and service marketing strategy to meet the different needs of customers. It is precisely because people have become the characteristics of this product that we need to adhere to the principle of interactive marketing strategy with customers and respond to customers' needs in time.

Fourth, experience

After this practical investigation, I finally realized that there is a great difference between school and society. The school is just a hotbed for us to step into society, and only through practice can we truly appreciate the size of social competitiveness. I don't know whether to do it or not, even a small salesman needs all kinds of training to really and naturally do a good job. Work needs a lot of actions or words that seem simple to everyone. Perhaps because of this, you may gain or lose the trust and satisfaction of customers. Details determine success or failure, which is the proof of this assertion. Seiko's practical research activities, I mainly have the following experiences:

First of all, etiquette is the premise and foundation of developing telecom business. Smile service is what we strongly advocate. Unicom service personnel must keep smiling when talking with customers. No matter what problems customers ask you, you should always recognize your position, stick to your principles and patiently explain something you don't understand. Even if you don't succeed completely in the end, at least your customers will have a high evaluation of your service attitude, which is also a good way to promote yourself and the company.

Secondly, we should cultivate strong logical thinking ability and language organization ability.

Every time you face the customer, it is also a good exercise for the eloquence of the service provider. Not just talking. You have to be able to talk and understand that it varies from person to person. Not everyone likes people who talk a lot, so we should grasp their shortcomings and strengths. Promote and expand your business in a timely and convenient manner, and establish a good cooperation (popularity) relationship.

Third, cultivating keen observation ability is a necessary condition for success.

Every customer has his own weaknesses and strengths, and we should be good at grasping this and use their psychology in this respect to get customer satisfaction. But what needs to be emphasized is that we should take honesty as the principle, not deceive customers, not exaggerate the facts, and serve customers truly, sincerely and truly. At the same time, we should be good at summarizing. A lot of contact with consumers and users in the early stage is to lay the foundation for better contact with users in the future. The improvement of etiquette and moral cultivation of service personnel will play a very important role in promoting this work.

Product research report 2 1. Business scale of the agent

46% of the agents surveyed have been engaged in automotive electrical appliances for less than 5 years, and 50% of the agents surveyed have assets of less than 500,000 yuan. It can be seen that although there are a large number of automobile electrical appliances enterprises in China, they are generally small in scale, short in operation time and weak in strength. Although these small workshop-style enterprises operate flexibly, they also have many disadvantages because they cannot form scale effect, and their scale and specialization are obviously backward, so it is difficult to form a strong brand.

2. The business performance of the agent

At present, the operating performance of most domestic auto electrical agents is not ideal. 37% of the agents engaged in automobile electrical appliances have an annual sales income of less than 500,000 yuan, and the proportion of annual sales income of less than 6,543,800 yuan is as high as 58%. 63% of the agents surveyed have a gross profit margin of less than 15%. At present, domestic automobile electrical appliances are still dominated by wholesalers, with loose sales network, insufficient professional chains, strong short-term behavior, high operating costs and lack of brand support. Because unified operation management cannot be formed, consumers cannot be satisfied with price, quality and service.

Judging from the five major automotive electrical products in this survey, the gross profit margin of domestic agents operating in automotive wiring harness is the highest, reaching 17.86%, followed by spark plugs, and the relatively low gross profit margins are lamps and batteries.

3. Brand awareness of automotive electrical products in the circulation field.

Automobile electrical products

A well-known brand in the circulation field

The person at the beginning

Valeo, Jinzhou Hanna, Changsha Electric, Bosch, Hubei Shendian, Mobius.

Automobile lamps

Hella, Japan, Bosch, Philips, Osram

Yueqing international electronic technology co., ltd

NGK, Delphi, Aote Cuisine

Spark plug

To Torch, American Champion, Denso, Delphi, Thunder and Lightning.

storage battery

Sail, Delphi, Uni-President, AC Deco, Bosch, Panasonic, Hitachi.

4. The agent chooses the agent brand and hopes to get the support of the manufacturer.

At present, although some auto electrical agents distribute some products with poor quality and low price for immediate benefits, they disturb the market order, cause confusion of market brands and prices, uneven product quality, and fake and shoddy products flood the market. However, when most agents choose the brand of the agent, the first consideration is still the product quality, followed by the product price and brand.

According to the survey, agents are also eager for automotive electrical appliance manufacturers to provide technical guidance and advertising support.

Product research report 3 This survey is aimed at Xianning area, but the survey object is mainly concentrated in Xian 'an District. This survey mainly focuses on consumers' understanding and consumption intention of organic camellia oil in Shi Zhimin, and also involves the development of the current edible oil market. Organic camellia oil in Shi Zhimin is a little-known oil. Although its function and quality have been affirmed by experts, its awareness in consumers' minds is not high, so we set up a series of questions about consumers' understanding of camellia oil and their attention to its various characteristics. In the investigation, we introduced the organic camellia oil in Shi Zhimin, and especially explained that its high price is due to its functions of strengthening the heart, beautifying and improving intelligence. 77. 1% of consumers in government agencies said they could try it, some consumers said they wanted to see the price or were willing to buy it directly, and only 5.7% said they would not try it. Most consumers will try it, because people are always very curious about anything new or want to go. As a marketer, we should firmly grasp this psychology, win the first battle, and leave the best impression on consumers from the aspects of oil quality, color and function, so as to firmly grasp consumers.

Regarding the price of organic camellia oil in Shi Zhimin, the price of camellia oil in the market is generally high, which will be unacceptable to consumers. Most people generally think that camellia oil is more expensive than other oils, and many people are willing to accept the fact that camellia oil is expensive. As a producer and seller of camellia oil, we should pay attention to reducing costs from the purchase of raw materials to the improvement of production technology and the construction of sales channels. In particular, the improvement of production technology is imminent, because it is directly related to the development of camellia oil market. In terms of sales channel construction, 65.7% consumers are willing to buy edible oil in supermarkets. In addition, 25% consumers are willing to buy from the special throttle market or high-grade oil specialty stores and community convenience stores, so in the general direction, we can vigorously promote the sales of organic camellia oil in Shi Zhimin through supermarkets.

As for how to improve the popularity of organic camellia oil products in Shi Zhimin, we collected suggestions from consumers, and 74.2% of them said that advertising should be strengthened. Although social advertising is rampant now, its role cannot be underestimated. The key problem is how to establish a brand through advertising, which is one of the means for manufacturers to establish and launch a brand. At the same time, 3 1.4% of consumers indicated that they would increase their production capacity. 20% people suggested to increase and develop its health care function. The popular trend in modern society is to make advertisements and commodities everywhere, so that consumers can't avoid advertisements. This is feasible, but the cost is too high, and it is unwise to invest a lot of money in uncertain market prospects, so we must find another way. At the same time, we should properly refer to modern advertising and other publicity strategies, of course, these need further discussion and research. According to the media accessible to the respondents, TV accounts for 54.3%, Internet accounts for 37. 1%, and newspapers account for 25.7%.

It can be seen that traditional TV advertisements still occupy a very important position and can play a very good publicity role. However, with the advent of the electronic age, the network is loved by more and more people because of its large amount of information and fast speed. As a healthy generation of edible oil, Shi Zhimin organic camellia oil should rely on the advantages of the above three media, especially the internet, to publish advertisements to improve the market visibility of camellia oil.

Product research report 4 makes statistics on whether consumers will choose organic camellia oil from Shi Zhimin as a gift for relatives and friends, and finds that 60% of consumers will use organic camellia oil from Shi Zhimin as a gift. It can be seen that the concept of gift-giving and health-keeping has been deeply rooted in people's hearts. However, the manufacturing cost of camellia oil is still very high, and the price is higher than that of general health food. The average family can't accept its price and won't eat it often, but it is easily accepted by consumers as a gift. Therefore, in the marketing process, we should emphasize its rich nutrition and magical health care function, weaken its price factor, and make people realize that buying this product is worthwhile. At the same time, people require high-grade packaging, which also shows that people no longer doubt the health care efficacy of organic camellia oil in Shi Zhimin.

The choice of camellia oil manufacturers actually reflects consumers' recognition of the brand. Among the interviewees, the vast majority choose Arowana, which shows that the brand Arowana has been deeply rooted in people's hearts. At present, there is a kind of Fuchuan camellia oil in Zhong Bai supermarket, which is comparable to our organic camellia oil in Shi Zhimin. Fuchuan has given away two bottles of 750ml at a price of 2 18 yuan. Although the price is cheaper than our organic camellia oil in Shi Zhimin, our organic camellia oil in Shi Zhimin is 2L in two bottles. In this respect, our organic camellia oil in Shi Zhimin has certain advantages. In the survey, most people have not recognized Fuchuan's brand. As long as we vigorously publicize, we should be able to seize the market first.

To sum up, we draw the following conclusions on the marketing of camellia oil:

First, the camellia oil market is blank, and opportunities and challenges coexist. According to the survey data, consumers' awareness of organic camellia oil in Shi Zhimin is low, accounting for only 3 1.4% of similar new health edible oil. At present, a large number of edible oils consumed by consumers for a long time are mainly soybean oil and peanut oil, accounting for 34.3%, rapeseed oil accounting for 62.9% and animal oil accounting for 5.7%.

This shows that the camellia oil market is still a blank market at present, and with the gradual enhancement of consumers' awareness of health care, camellia oil will develop rapidly in China edible oil market with high-quality advantages such as physical fitness, intelligence and beauty. The huge potential of camellia oil market will be the advantage of camellia oil development. It can also be seen from the data that consumers' awareness of camellia oil is lower than that of olive oil, corn oil and palm oil, and these three oils were listed relatively early in the same kind of new healthy edible oil. Therefore, in the marketing of camellia oil, we should pay attention to the publicity and introduction of products, increase publicity efforts, and publicize the efficacy and characteristics of products through various media channels.

The second is to pay attention to quality and cost performance. Among the main considerations for consumers to choose edible oil, 42.9% of the respondents chose good color and quality, 34.3% chose large bottles, and 22.8% chose products with high packaging and often seen in advertisements. The data shows that the quality of edible oil is a key factor for consumers to choose products. The direct buyers of edible oil are mostly housewives. Compared with other customers, this special customer group pays more attention to the cost performance of products. They often shop around in the purchase process and choose the best from the price and quality. Therefore, in the process of market development and promotion of camellia oil, we should pay attention to product quality and strictly control the quality; At the same time, find the best balance between appropriate low price and high quality to meet the needs of consumers.

Third, take the brand strategy and strive to shape the brand image. In the investigation of consumers' brand loyalty to edible oil, we found that 7 1.4% consumers believe in brands and have been buying a certain brand; 20% consumers buy at random and occasionally buy brand oil; Only 8.6% consumers never pay attention to brands. This shows that consumers attach importance to and loyalty to the brand. This conclusion provides theoretical support for us to suggest manufacturers to take the brand line and shape the brand image. Nowadays, branded goods are increasingly occupying the position of market leaders. Shaping product brand and corporate image has become the primary topic for enterprise managers in various industries. Therefore, the organic camellia oil in Shi Zhimin should make every effort to build a brand image and cultivate customers' loyalty to the brand on the premise of good quality and satisfactory price. Only in this way can we create a good situation.

Product Research Report 5 The main way for IT netizens in China to obtain 3C product information is the Internet, but in addition, physical stores, newspapers and magazines are also important ways for netizens to obtain information.

The choice of channels for netizens to buy computer products and digital products is very different, but it is mainly concentrated in five channels.

The key factors influencing male netizens and XXX citizens to choose shopping channels are the same, but male netizens pay more attention to the shopping environment, while XXX citizens pay more attention to the details of the purchase channels.

First, the survey sample structure

The sampling range of this survey is IT netizens in China.

1, sample gender structure

The gender structure of the sample is influenced by the gender structure of the actual population, the Internet usage rate of different genders, and the characteristics of users in the place where the survey was released, so the proportion of male samples in this survey is higher than that of the actual population.

In this survey, the number of male netizens accounted for 64.6% of the total sample, and XXX citizens accounted for 35.4%. Among IT netizens in China, the proportion of men is much higher than that of women.

2. Sample age structure

In the age structure of the sample, the proportion of netizens aged 26-30 is the highest, accounting for 38.8%. Followed by netizens aged 3 1-35 and 18-25, accounting for 2 1.6% and 23.7% of the total sample respectively. Netizens aged 36-45 are the fourth largest group in this sample, accounting for 12.3% of the total sample size.

In this survey, the proportion of people under 18 and over 45 years old is low, among which the proportion of people over 45 years old is 3.5%, and the proportion of people under 18 is less than 1%.

Second, get information.

1, male netizen

From the perspective of information acquisition channels, apart from the Internet, the first channel for male IT netizens to obtain 3C product information is the physical store. In the survey and voting, the physical store got 26.6% of the total votes. Friend introduction is the third way for male IT netizens to obtain product information, and the voting ratio is 13.8%.

Newspapers, magazines, TV broadcasts, street sign advertisements and other channels can also enable male IT netizens to obtain product-related information, but the effect of street sign advertisements is far lower than other channels, and its voting rate is only 3. 1%.

2, XXX people

There is no obvious difference between female IT netizens and male IT netizens in obtaining 3C product information. In addition to the Internet, physical stores, friend introductions, newspapers and magazines, and TV broadcasts are also very helpful for female IT netizens to obtain product information.

Different from male IT netizens, female IT netizens are more inclined to introduce products to each other among friends, and their dependence on network information is obviously lower than that of male IT netizens.

The importance gap of other channels is not obvious.

Third, the product purchase channel.

1, computer products

When buying computer products, the most common choice of IT netizens in China is to go to brand stores, accounting for 22.9% of the votes. Followed by e-commerce websites, traditional IT stores and professional IT chain sales organizations, the votes were 19.0%, 18.7% and 18.0% respectively. 3C Store ranked fifth with a voting rate of 16.0%.

The above five channels are the most important channels for IT netizens in China to buy computer products, in addition to shopping malls, supermarkets, community stores, convenience stores and other channels, but these channels have a low vote rate in this survey.

2. Digital products

When purchasing digital products, IT netizens in China choose the same five channels as when purchasing computer products, but the voting ranking of the five channels has obviously changed.

When IT netizens buy digital products, 3C stores become the channel with the highest voting rate, with a voting rate of 22.0%. Brand stores ranked second with 20.8% of the votes. When netizens buy digital products, traditional IT stores still rank third. The voting rate of e-commerce websites is only 16.5%, ranking fourth. When IT netizens in China buy digital products, professional IT chain sales organizations get 14.8% of the votes.

In addition, among the channels for IT netizens in China to buy digital products, the turnout rate of comprehensive shopping malls and supermarkets is also very high, accounting for 5.9% of the total.

Fourth, the important factors affecting the choice of shopping channels

1, male netizen

Among the various factors that affect male IT netizens' choice of purchasing channels, commodity price, store reputation and after-sales guarantee are the three factors with the highest number of votes, namely 19.4%, 17.2% and 16.8%.

Shopping environment, service attitude and purchasing channel are 1 1.2%,1.2% and 10.9%, respectively, which are the secondary factors influencing male IT netizens to choose purchasing channels.

The impact of related accessories and traffic conditions is relatively low.

2, XXX people

Like male IT netizens, the top price, store reputation and after-sales guarantee are the three most important factors for female IT netizens in the process of choosing purchase channels. In contrast, female IT netizens pay more attention to the after-sales guarantee of products than male IT netizens.

Purchase channel is the fourth factor that affects female IT netizens' choice of shopping channel, and the voting rate is 1 1.3%. The influence of shopping environment on female IT netizens is relatively low, and its vote rate is only 8.9%.

In other respects, there is no significant difference in the choices of female IT netizens and male IT netizens.

Summary:

According to the survey data, 3C stores, brand stores, traditional IT stores, e-commerce websites and professional IT chain sales organizations are the five main channels for IT netizens in China to buy 3C products.

From the perspective of information acquisition channels, China IT netizens' three main information acquisition channels for 3C products include the Internet, physical stores and friends' introduction.

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