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市场调查,大家都在谈,也都在做。在此,我不想重复所谓的市场调查概念和程序,只想剖析一下,目前市场调查中存在的中心问题。其实,市场调查的功用无非有二:一是了解市场及市场营销的事实真相;二是在此基础上做决断。由此可以看出,市场调查的极端重要性。所以,关于调查,有很多著名的真知灼见:“调查就像‘十月怀胎’,解决问题就像‘一朝分娩’,调查就是解决问题”、“没有调查就没有发言权,没有正确的调查,也没有发言权”(等等)。调查的正确与错误,将直接导致决策的正确与错误,有时甚至决定着一个企业的生死存亡。
Market research, we are talking about, are also doing. Here, I do not want to repeat the so-called market survey concepts and procedures, just want to analyze the current market survey in the center of the problem. In fact, the function of market research is nothing more than two: one is to understand the truth of the market and marketing; the second is to make a decision on this basis. It can be seen, the extremely important market research. So, there are a lot of famous insights on the survey: “Surveys are like” Pregnancy in October, solving problems like once giving birth “. Investigation is the solution to the problem.” “There is no right to speak without investigation The survey also has no say ”(and so on). The correctness and error of the investigation will directly lead to the correctness and error of the decision-making, and sometimes even determine the life and death of an enterprise.