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Model essay on food market survey report

Sample report on food market 1:

This summer vacation, I will take part in an internship in social research. I majored in marketing, so I will participate more in the sales of the company when I step into the society in the future. So I am doing an internship in market research now, just to plan for myself after graduation in the future. I can find more shortcomings in my internship, and I also believe that as long as I have very good working ability, I will survive better in the company!

Because of its high nutritional value, sea cucumber is listed as the first of the "eight treasures of seafood" and also known as "ginseng in the sea", and the sea cucumber rich in Dalian is the best among ginseng. Sea cucumber not only has high nutritional value, but also its economic value is beyond the reach of other seafood. Therefore, since 1990s, the upsurge of sea cucumber culture has gradually arisen in China. By _ _ _, the sea cucumber entered the brand era, and the sea cucumber market began to be hot. For a time, major brands have opened up foreign markets in succession, and the domestic sea cucumber market has seen fierce scenes of competing with each other. How to gain a foothold in such fierce competition and launch their own brands has become a problem that major brands have to think about.

I visited more than 60 sea cucumber shops in Dalian 17 shopping mall from _ _ _ to _ _ _ 2000, and conducted a five-day in-depth investigation on the terminal markets of%% food companies. In addition to% food companies, I also visited well-known brands and small and medium-sized brands in Dalian, such as Zhangzidao, Shangpintang, Haiyan Hall, Diaoyu Island, Beihai Pearl, Dafuhai, Sanshan Island, Caishen Island, Tianlun, Xinhai Shenqing, Yang Fan, Youde Sea Cucumber, Ipoh, Huandao, etc., and gained a deeper understanding of Dalian sea cucumber market, especially% food terminal market. This report will describe the terminal market of Qin Xiao Food Company from five aspects: company culture, customer value, products, employees and competitors, make swot analysis and evaluation, and put forward personal opinions and suggestions for the future development of the company. Finally, I talk about the significance and feelings of this internship in combination with the company culture and its own characteristics.

1. product

The most important thing for a product is to have a unique point, that is, a selling point. So every time I go to a restaurant, I will pay great attention to the selling points of the products and propose a toast there. For example, Tang Haiyan mainly emphasizes its navigation freeze-drying high technology, focusing on the freeze-dried sea cucumber market; Sanshan Island mainly publicizes its drug zero residue; Zhangzidao mainly emphasizes brand-name products; The god of wealth mainly emphasizes its pure ginseng source, wild sea cucumber. In fact, people with a little knowledge know that freeze-drying technology is not unique to Tang Haiyan, but most enterprises with zero drug residues have already reached the standard, brand-name products are blooming everywhere, and wild sea cucumbers are simply a hollow reputation. So what is the selling point of the%% family?

First of all, the product quality is up to standard.

%% sea cucumbers are not only thick in meat, beautiful in appearance, well-proportioned in size, but also neatly arranged. After visiting 17 stores, except for a few shops that were neglected to tidy up and the products were not neatly placed, the rest gave people a pleasing feeling, which many other brands could not do. No matter how good the sea cucumber is, if it is placed in different sizes, it will give people a sense of disorder and naturally cannot arouse customers' desire to buy. In addition, $ $ capsule is the only one added with Icelandic sea cucumber, which not only reduces the cost, but also improves the nutritional value.

Secondly, the packaging of the product passes the customs.

After careful observation, it was found that only%% of instant sea cucumber and instant abalone were packaged in two layers. At this point, even the recognized big brands Zhangzidao and Bangqu Island can't do it.

The service of the product has passed the test again.

%% and a half dry sea cucumber is recognized by ordinary citizens because of its high cost performance. In addition, major shopping malls are doing activities, not only giving discounts but also returning cash to send capsules, so it is particularly popular. But there are two inconveniences: one is that half of dry sea cucumber will go to Shazui, and the other is that some customers will not make their own products after buying them. Buying ready-to-eat sea cucumbers is not as convenient and fast as opening bags, but more expensive. In order to solve customers' troubles,%% employees go to the sea cucumber sand mouth for customers free of charge, and the free delivery and even postal service have been well received by consumers, truly "leaving convenience to customers"

At Wal-Mart Stadium, an old lady who started eating sea cucumbers at the age of 28 smiled and said to me, Look, these two girls have been cutting my mouth for a long time. Your leader should reward such a good employee. Gold cups and silver cups are not as famous as ordinary people. %% of the services are not self-proclaimed.

You can finally taste it.

I have been to Dalian 17 shopping mall and more than 60 sea cucumber shops. Only%% and Tang Haiyan provide ready-to-eat sea cucumber and abalone for customers to taste. Tang Haiyan asked me if I had any sea cucumbers to taste, and the clerk brought me a small piece of abalone. And every family%% can taste instant sea cucumber and abalone. I think this is particularly good. Customers will not know whether it is delicious until they taste it themselves.

2. Corporate culture

Corporate culture is the soul of a company and a compass for a company to sail. A company without its own corporate culture is just a shell without soul, which is doomed to be difficult to stand on. Through the first day of study, I learned the core of corporate culture of Qin Xiao Company, namely, two concepts and one idea.

Two ideas:

(1) Business philosophy: Character is always the soul of the product.

(2) Service concept: Leave troubles to yourself and convenience to customers.

A concept:

Expert concept: Do one thing well and do it to the extreme repeatedly, and you are an expert.

In the following analysis, these two concepts and the concept of a corporate culture will run through, so I won't elaborate here for the time being.

3. Customer value

In this survey, I have been thinking about what Manager Cai called "unique customer values", in other words, what are the customers' needs. I think, if an enterprise can grasp this point and know how to meet the needs of customers, it will find its own core competitiveness. In the final analysis, the most important thing is to cultivate customer loyalty.

So how can we cultivate "customer loyalty"? Through communication with employees and customers, I learned the following information: when customers choose to buy sea cucumbers, they will only consider two aspects: product quality and service quality.

Product quality: the same price is better than quality.

First of all, there is almost no difference between brands except the higher price of Zhangzidao. Secondly, consumers of sea cucumbers are generally people with fairly good economic strength, and pay more attention to their quality when buying sea cucumbers. In addition, customers have a "brand psychology" when buying sea cucumbers. As a customer said, buying sea cucumbers still requires a big brand. Because the quality of big brands of sea cucumbers is guaranteed, small brands of sea cucumbers are difficult to be accepted by customers because they do not have their own sea areas and special production and processing bases, and their origin is unknown. Therefore, whenever you go to a shopping mall, you will see that some sea cucumber brand counters are crowded with people, while others have a bleak business.

This is particularly evident in Carrefour Xi 'an Road Store. In the short 20 minutes of my research, at least four customers bought%% of semi-dry sea cucumber, while the nearby Beihai Pearl and Dafuhai were neglected.

Not only that, when I said I wanted to buy some sea cucumbers for my tutor, the clerk of Beihai Pearl strongly recommended me to buy% sea cucumbers, and quietly told me that the sea cucumbers in Dafuhai were not weighed enough, and customers often complained, while% sea cucumbers were affordable, beautifully packaged and loved by customers. Even competitors recognize%% of sea cucumber. I think this should be the ultimate performance of product quality.

The food market survey report model essay 2:

In order to fully grasp the situation of the city's agricultural resources market, strengthen the management of agricultural resources market and better serve farmers, the Municipal Supply and Marketing Cooperative conducted an investigation on the city's agricultural resources market in _ _ _. The investigation > situation is reported as follows:

I. Basic information

(1) The market is well supplied. This year, the city's total fertilizer demand 120884 tons, total supply 12 197 1 ton. Among them, the demand for nitrogen fertilizer is 56,095 tons and the supply is 60,360 tons; The demand for phosphate fertilizer is 22,592, and the available supply is 28,004.2; The demand for potash fertilizer is 9868, which can be supplied12202.2; The demand for compound fertilizer is 22,329, and the available amount is 2 1405. Fertilizer can be supplied all over the city.

(2) The overall quality of agricultural materials is good, and the supervision is constantly strengthened. Under the strong leadership of the municipal government, the agricultural commission, quality supervision, science and technology, supply and marketing cooperatives and other departments continue to carry out anti-counterfeiting activities of agricultural materials, and work with the industrial and commercial departments to strengthen market supervision. First, carry out sampling inspection in the peak season of sales, and continuously improve the coverage rate of sampling inspection; Second, retailers are required to do a good job of purchasing and selling accounts, purchase goods from formal channels, provide the business license, product certificate and product inspection report of the production enterprise, and ensure that the three certificates of products are complete (pesticide registration certificate number, production license number and product standard number).

(3) The agricultural resources management network is becoming more and more perfect, and it is convenient for people to buy fertilizer. In recent years, supply and marketing cooperatives have actively promoted the construction of "new network project", and the modern management service network of agricultural means of production in the city has developed rapidly. At present, there are 5 agricultural distribution centers and 234 chain stores in the city. More than 75% of villages have agricultural stores or affiliated agricultural chain stores. Every distribution center and some stores are equipped with special cars to send chemical fertilizers to the countryside, which is convenient for farmers to buy chemical fertilizers.

(D) There are many business entities, and the supply and marketing cooperatives have outstanding advantages. With the development of agricultural resources market, the original management pattern has been gradually broken, and a multi-channel management pattern of agricultural resources enterprises, manufacturers, agricultural resources "three stations" and individual industrial and commercial households in the supply and marketing cooperative system has initially formed. There are 6 19 agricultural outlets in our city, including 292 outlets of supply and marketing cooperatives, 37 outlets of agricultural materials "three stations" and 290 individual industrial and commercial households. Leading enterprises are mainly Huilong Group Branch, Dongsheng Agricultural Co., Ltd. and Dongnong Agricultural Co., Ltd. of the supply and marketing cooperative system; All kinds of agricultural means of production in supply and marketing cooperatives account for 5 1.4% of the market, of which the market share of chemical fertilizer management reaches 65. 1%, exceeding the market share of the whole city.

(5) The price fluctuates little and is generally stable.

In the spring of 20__, agricultural enterprises were very rational in the production process, and the price did not fluctuate greatly, which guided the market reasonably. Merchants did not blindly follow the trend when purchasing, avoiding the false high price of urea. When the market is driven by demand, the price rises steadily, and it is expected that the price will fall after the end of fertilizer use.

Second, the existing problems

(1) The market supply exceeds demand, and the agricultural materials market completely enters the buyer's market. Because the management of agricultural production industry lacks foresight and the management system lacks standardization, agricultural production industry is easy to enter. In addition, in the early stage of reform and opening up, the profit rate of agricultural production industry was high, and a large amount of capital inflows from outside the industry led to a sharp increase in the number of agricultural production enterprises, which led to the output exceeding the demand.

(2) The operating channels are complex and the market management is still weak. With the development of agricultural resources market, the original management pattern has been broken, and a multi-channel management pattern of agricultural resources enterprises, manufacturers, agricultural resources and individual vendors in the supply and marketing cooperative system has initially formed. There are more than 600 agricultural enterprises and self-employed households in our city, which are widely distributed and scattered, and the market management is difficult. Some expired agricultural products or inferior products that can't reach the use effect often flow into the market through various channels, and the phenomenon of harming farmers occurs from time to time.

(3) The competition is fierce and the market supervision is difficult. Agricultural resource management is an industry with large investment and small profit. In order to compete for market share, a large number of products are sold on credit, and product prices fluctuate greatly; The competition among businessmen makes the price of products drop again and again, and the dealers have no profit at all, so they ask the manufacturers for profits in turn, forcing them to cut prices again, thus entering a vicious circle. At the same time, when a certain agricultural product sells well and the market price rises, fake and shoddy products impact the market. When farmers need a certain product without profit, they can't buy it, which artificially causes market confusion and increases the difficulty of market management.

(d) Need to strengthen fertilizer reserves. In 20 12, the municipal supply and marketing cooperative and the municipal development and reform commission jointly issued the "Measures for Municipal Disaster Relief Fertilizer Reserve", but the agricultural resources in our city have not yet established a perfect government reserve, and other enterprises have no reserves except the supply and marketing cooperative enterprises. In recent years, with the changes in the supply and demand of agricultural materials market and farmers' buying habits, the storage period of agricultural materials and fertilizers has been correspondingly lengthened, and the reserve funds have been greatly increased, which has caused difficulties in capital turnover and reduced reserves, affecting market supply and price stability.

(E) The variety of agricultural materials is relatively single, which is difficult to meet the needs of farmers. Judging from the agricultural enterprises in our city, most of them only deal in chemical fertilizers, including nitrogen fertilizer, phosphorus fertilizer, potassium fertilizer and compound fertilizer. Moreover, the variety is relatively single, there are almost no special fertilizers needed for characteristic agricultural production, and the supply of pesticides and agricultural films is relatively small.

(VI) It is difficult to popularize agricultural materials, and the level of scientific fertilization is low. Agricultural technology extension in our city mainly includes "crop hospitals" set up by supply and marketing cooperatives, rural comprehensive service institutions and township agricultural technology extension stations. Due to the lack of supply and marketing cooperatives' agricultural technology service outlets, the personnel of township agricultural technology extension stations are reduced in aging and placed in townships, and the technical promotion and service activities of agricultural technology extension personnel are gradually reduced, so it is difficult for farmers to need agricultural technology services.

Third, some suggestions.

First, continue to promote the construction of agricultural chain management service system. Vigorously promote the implementation of the "new network project" and establish a modern agricultural circulation service system. Through the development of chain management, we will ensure that farmers use high-quality and low-priced agricultural means of production and put an end to the abuse of fake and shoddy and highly toxic pesticides. Popularize the standardized production technology of pollution-free agricultural products through chain service, improve farmers' environmental awareness and scientific breeding level, improve the safety and hygiene level of agricultural products, reduce pollution, reduce agricultural production costs and increase farmers' income.

The second is to strengthen the management of agricultural resources market. To explore the establishment of a long-term mechanism for agricultural market management, it is necessary to increase the popularization and publicity of agricultural related knowledge, improve farmers' ability to distinguish between fake and fake, and enhance operators' awareness of obeying the law; We must adhere to regular law enforcement inspections and severely crack down on illegal business activities; It is necessary to establish traceability and accountability of agricultural resources.

The third is to establish an emergency mechanism for the supply of agricultural resources. Actively strive for policy support, establish a graded reserve system for disaster relief fertilizers, strengthen and improve macro-control of agricultural materials, stabilize the market through light storage and light sales, adjust surplus and deficiency, and ensure the use of fertilizers for agricultural production.

The fourth is to speed up the popularization of agricultural technology. Establish "crop hospitals" and rural comprehensive service institutions in more than 60% of agricultural chain outlets to carry out agricultural services for many years; Increase the introduction and training of agricultural technicians, establish a high-quality agricultural resources management team to serve agriculture, and realize soil testing formula and scientific fertilization.

The food market survey report model essay 3:

20__ The added value of the national food industry increased by 14.80%, which was higher than the national industrial growth rate of 1.9 percentage points. 32 152 The total industrial output value of food enterprises above designated size was 4 199733 billion yuan, up by 29.70% year-on-year, and the development goal put forward in the national 11th Five-Year Plan for food industry development was fulfilled ahead of schedule.

As an important pillar industry of the national economy, the added value of industrial production contributed 1 1.09% to the national industrial inspection, which boosted the national industrial production by 1.43 percentage points. If the tobacco products industry is deducted, the contribution rate of the food industry to the national industrial added value will reach 8.63%, which will boost the national industrial added value growth by 1. 1 1 percentage point.

From July to July, the cumulative sales output value of the national food manufacturing industry was 472,734,698.00 thousand yuan, a year-on-year increase of 65,438+04.75%.

At present, the competition in the domestic food industry is relatively scattered. Because the shelf life of food is relatively short, the transportation is uneconomical, and the consumption habits in different regions are different, the regional characteristics of food industry competition are very obvious. However, at present, some dominant enterprises have begun to use real estate to sell and develop products to meet the needs of different market segments in order to break through geographical restrictions and expand to the national market.

& gt sales management

The new trend of international marketing: 1) Distribution channels start from the original brands of manufacturers to build their own brands, such as Wal-Mart in the United States and Carrefour in France. 2) With the strengthening of competition awareness, enterprises have to adopt their own marketing methods, or even use several methods. 3) The application of new technology, using computers to make data and information available, improve management quality and improve customer files. 4) Relationship marketing is paid more attention, focusing on strengthening long-term and stable relationship and customer loyalty, emphasizing customer management, reducing costs and improving competitiveness through database marketing.

development trends

High-end consumption has a strong guiding role in the middle market, and the high-end market consumption evaluation method will lead the middle market. At the same time, the mid-market also has a quite independent trend. The low-end market and the high-end market are obviously broken. Although it will be influenced by the mid-end market, the low-end market has huge capacity and complex differences, which will form a unique fashion trend.

Due to the improvement of living standards, consumption patterns and evaluation criteria are gradually diversified, showing different consumption value orientations.