adychA公司品牌調(diào)研策劃方案

1、adycha公司品牌調(diào)研策劃方案this article is contributed by 223344gxa company brand research plani. research backgrounddevelopment time: eleven years now state: domestic moon cake production and sales, sales lead, in cans, rice, ring, crisp small food, biscuits and other common food production have a single prod

2、uction line of the country，s largest enterprises; in 2002 sales of 300 million yuan, with sales of 100 million moon cake single series; has two bra nds, and obta ined the "moon cake brand titlei. research backgroundin more than 10 years of business in the form of a certain brand equity, facing

3、the system integration of brand, enhance brand image, from the visibility, reputation and loyalty of the target consumers with the brand, improve the market moon cake and several other main products share, becoming the industry leader, and looking for opportunities jump to the capital operation plat

4、form, achieve greater developmenti. research backgroundthe problems are concentrated in: lack of brand investment(1) lack of brand investment. although annual sales are increasing at a relatively high rate, there is relatively little investment in brand building lack of brand valuation. (two) lack o

5、f assessment of brand value the brand has never been scientifically and systematically evaluated, and the value sources of brand equity are not very clear lack of brand planning system(three) brand planning lacks system neither external nor internal can reflect the power of bra nd image and the role

6、 of internal motivation. with these issues, we will chengdu, changsha, wuxi, guangzhou, dongguan brand situation, competitors brand status of a special investigationtwo, research purposesbusiness idea and development strategy of understanding, provide the basis for determining the target brand; unde

7、rstanding has internal and external resources available, provide the basis for the development of brand strategy; to understand the overall situation and development of baking food brand competition situation, for the establishment of brand competition strategies provide the basis for understanding

8、and cognition; expect inside of the brand image and to provide the basis for planning, design, establish a new brand image; understand the business customers, especially the perception and expectation of the target consumers of the brand image, to provide a basis for planning, design, establish a ne

9、w brand image; brand management status of the company to provide the basis for the establishment of brand management system more effectivethree, research object(1) the leadership of the middle management internal investigation company employees (2) external investigation dealers on behalf of retail

10、food cabinet staff representative of the target consumer interests on behalf of otherrepresentative brand competition situationfour, research methods(1) (2) (3) (4) (5) (desk research commissioned units list) web search depth interview questionnaire survey observationfive, research areas(1) internal

11、 headquarters, chengdu, changsha, wuxi, guangzhou branch (2), external (select some representative markets), dongguan, guangzhou, chengdu, wuxi, changshasix, sample allocation(1) internal investigation)a, in-depth interviews - total: 21 people, in-depth interviews with corporate leaders: 1 people, m

12、iddle-level managers: 10 people (headquarters 6 people),1 chengdu branch, wuxi branch, 1 people, 1 people changsha branch 1, guangzhou branch employees: 10) based b, questionnaire survey, questionnaire survey, a total of 100 people: employees: the headquarters of all 100 peoplesix, sample allocation

13、 (2) external research)a, interview, interview total: 72 dealer representative: every 1 people, a total of 5 retail food cabinet representatives: 4 each, a total of 20 people on behalf of the target consumers: every 10 people, a total of 50 other interests: supplier representative 3 people, 1 vice p

14、resident of the bank provincial food association of 1 people, 1 people guangzhou daily, southern metropolis daily 1 b, questionnaire survey, questionnaire survey, a total of 400 people: target consumers: guangzhou 250, dongguan 150seven. investigate the operation process(2) project design (3) questi

15、onnaire design (4), questionnaire review (5), research and implementation (6) data statistics (7) analysis and research (8), conclusions and recommendations (9), the formation of research reports (1)eight, research content(1) the business philosophy of the company, the company，s development strategy

16、, the company，s brand building resources, brand management status, brand image, brand positioningeight, research content(two) the redeployment of the overall development situation of food baking baking market competiti on food bra nd con tact audit - a survey of brand equity brand contact audit (len

17、ovo, brand reputation, quality awareness, brand preferences) brand image brand positioning analysisnine, the choice of respondents and the corresponding investigation methodsthe survey included consumers, distributors, retail terminals, stakeholders, and internal staff for different respondents, the

18、 conditions required are different from those used for consumers, we use quantitative research (street stop); for dealers, internal staff, etc， we use qualitative research (in-depth interviews and field observation)ten, the survey area1, the regional choice principle, this is a strategic market rese

19、arch, so generally in the choice of research areas into consideration, we will refer to the two principles to carry out, namely, representativeness and typicality 2, the actual research areas and the market research work will be carried out in the following areas: wuxi, chengdu, changsha, guangzhou,

20、 wuxi, chengdu, changsha, guangzhou, dongguaneleven sampling method and sample size design eleven sampling method and sample size design1, the sample size (or sample size), sample design (or sample size) of the consumer survey sample of 400 cases, consumers in guangzhou (250), dongguan (150), distri

21、butors, employees, staff interviews in 93 cases 932, sampling methods, sampling methods: this survey of consumers to take part of the street to block visits (shopping malls, supermarkets, specialty stores outside the door) investigation. in accordance with the principle of quota sampling among them,

22、 the proportion of men and women sample quota is 2:8, that is, male samples supplemented, female samples basedtwelve 、 twelve 、 investigation and implementation planthe who1e research includes the overall research design, preparation, field visits, execution and management, data processing and analy

23、sis, report writing and other parts, wherein the first and the last two are conce nt rated in shenzhen, following the implementation of other schemes:1, in each of the surveyed area, we will send 1-2 company professionals, and to convene a local contact to come together to carry out the research pro

24、ject 2, in the implementation of consumer stop visit, send and receive a questionnaire every day, received questions, volumes immediately audit, the unqualified questionnaire to re visit or void, timely find problems or deal with offenders 3, in-depth interviews with dealers are completed by the research supervisor, we will be based on the local understanding of the actual situationthirteen, thirteen, research reportsaccording to the above research projects, we will provide customers with a ''brand research reportfourteen 、 fourteen 、 proje