產(chǎn)品市場(chǎng)調(diào)研結(jié)論重點(diǎn)基礎(chǔ)知識(shí)點(diǎn)一、產(chǎn)品市場(chǎng)調(diào)研概述1.調(diào)研目的a.了解市場(chǎng)需求b.分析競(jìng)爭(zhēng)對(duì)手c.評(píng)估產(chǎn)品定位2.調(diào)研方法a.問卷調(diào)查b.訪談c.數(shù)據(jù)分析3.調(diào)研內(nèi)容a.產(chǎn)品特性b.市場(chǎng)規(guī)模c.消費(fèi)者需求二、產(chǎn)品市場(chǎng)調(diào)研結(jié)論1.市場(chǎng)需求分析a.消費(fèi)者需求多樣化b.市場(chǎng)潛力巨大c.競(jìng)爭(zhēng)激烈2.競(jìng)爭(zhēng)對(duì)手分析a.競(jìng)爭(zhēng)對(duì)手?jǐn)?shù)量眾多b.競(jìng)爭(zhēng)對(duì)手產(chǎn)品特點(diǎn)c.競(jìng)爭(zhēng)對(duì)手市場(chǎng)份額3.產(chǎn)品定位分析a.產(chǎn)品定位明確b.產(chǎn)品優(yōu)勢(shì)明顯c.產(chǎn)品劣勢(shì)需改進(jìn)三、產(chǎn)品市場(chǎng)調(diào)研重點(diǎn)知識(shí)點(diǎn)1.市場(chǎng)調(diào)研方法a.問卷調(diào)查設(shè)計(jì)b.訪談技巧c.數(shù)據(jù)分析方法2.市場(chǎng)需求分析a.消費(fèi)者需求調(diào)研b.市場(chǎng)規(guī)模預(yù)測(cè)c.市場(chǎng)趨勢(shì)分析3.競(jìng)爭(zhēng)對(duì)手分析a.競(jìng)爭(zhēng)對(duì)手產(chǎn)品分析b.競(jìng)爭(zhēng)對(duì)手市場(chǎng)份額分析c.競(jìng)爭(zhēng)對(duì)手優(yōu)劣勢(shì)分析四、產(chǎn)品市場(chǎng)調(diào)研詳細(xì)內(nèi)容1.市場(chǎng)調(diào)研方法a.問卷調(diào)查設(shè)計(jì)①設(shè)計(jì)問卷內(nèi)容②確定問卷樣本③分析問卷結(jié)果b.訪談技巧①選擇合適的訪談對(duì)象②制定訪談提綱③記錄訪談內(nèi)容c.數(shù)據(jù)分析方法①數(shù)據(jù)清洗②數(shù)據(jù)可視化③數(shù)據(jù)挖掘2.市場(chǎng)需求分析a.消費(fèi)者需求調(diào)研①了解消費(fèi)者需求②分析消費(fèi)者購買行為③評(píng)估消費(fèi)者滿意度b.市場(chǎng)規(guī)模預(yù)測(cè)①分析市場(chǎng)增長(zhǎng)趨勢(shì)②預(yù)測(cè)市場(chǎng)未來規(guī)模③評(píng)估市場(chǎng)潛力c.市場(chǎng)趨勢(shì)分析①分析市場(chǎng)變化趨勢(shì)②識(shí)別市場(chǎng)機(jī)會(huì)③預(yù)測(cè)市場(chǎng)風(fēng)險(xiǎn)3.競(jìng)爭(zhēng)對(duì)手分析a.競(jìng)爭(zhēng)對(duì)手產(chǎn)品分析①分析競(jìng)爭(zhēng)對(duì)手產(chǎn)品特點(diǎn)②評(píng)估競(jìng)爭(zhēng)對(duì)手產(chǎn)品優(yōu)勢(shì)③識(shí)別競(jìng)爭(zhēng)對(duì)手產(chǎn)品劣勢(shì)b.競(jìng)爭(zhēng)對(duì)手市場(chǎng)份額分析①分析競(jìng)爭(zhēng)對(duì)手市場(chǎng)份額②評(píng)估競(jìng)爭(zhēng)對(duì)手市場(chǎng)地位③識(shí)別競(jìng)爭(zhēng)對(duì)手市場(chǎng)風(fēng)險(xiǎn)c.競(jìng)爭(zhēng)對(duì)手優(yōu)劣勢(shì)分析①分析競(jìng)爭(zhēng)對(duì)手優(yōu)勢(shì)②評(píng)估競(jìng)爭(zhēng)對(duì)手劣勢(shì)③制定競(jìng)爭(zhēng)策略1.《市場(chǎng)調(diào)研實(shí)務(wù)》，張曉光，中國統(tǒng)計(jì)出版社，2018年。2.《市場(chǎng)營(yíng)銷學(xué)》，菲利