[China Glass Network] Market research is a problem that many SME marketing managers are confused: in terms of manpower, there is no full-time market-oriented personnel, and there is no independent market department. On financial resources, you can't afford a professional market research company. ...and market research work can't be done. If you don't do it, you don't know who you want to be, what he is thinking, what to do; if you don't do, you don't know how your competitors have done in the past, present and future. And what to do... Here, the author talks about his own taste. Baseball Cap,Fashion Hats,Promotional Cap,Sport Cap Women Cashmere Sweater,Men Cashmere Sweater Co., Ltd. , http://www.nbcashmeresweaters.com
1. Responsibilities of SME market research
SMEs generally do not have independent and complete market departments. Regarding the responsibility of market research work, some people should say that they should be done by the general manager's office. Some people say that they should be done by the sales department. The author believes that there is no independent market department and it is also recently If it is not intended to establish a marketing department, it is better to refer this work to the general manager's office and be staffed by a full-time information officer. There are three benefits to doing this:
1. The sales work of many small and medium-sized enterprises is directly grasped or managed by the general manager. The general manager's office is the aide of the company. It is necessary to grasp the market dynamics for the general manager's decision-making.
2. The general manager's office is close to the general manager, which is convenient for the general manager to guide the market research work and consult the reference market information.
3. The general manager's office is the “central nerve†of the company, and it is not contradictory to plan and implement the basic principles of market research and management. Of course, when planning research activities, you must be market- and sales-oriented, and fully listen to the opinions and suggestions of sales staff.
Second, the specific implementation of market research
Market research is a complicated task. Even for large companies with independent market departments and full-time market-oriented personnel, market research work is not carried out by the city's staff. The work of the city's staff is responsible for planning. Organize, direct, and control research activities. For SMEs, specific implementation work can be done by means of sales personnel.
1. The company's sales staff conducts research or temporarily conducts research tasks through work.
The salesperson is a warrior who is on the front line. They know more about the "enemy situation" and are more people who need to understand the "enemy situation". With the help of sales personnel, they can save the company's manpower, material resources and financial resources, and have a multiplier effect; You can urge sales people to deepen their understanding of the market.
2. Use the company's dealers or agents to complete the research.
The basic desire of the dealer or agent to do the local market is completely consistent with the company. Under this premise, the company can plan and guide the dealers or agents to do market research in the region, including the region. Basic conditions, consumer status, competitive brand status surveys, local media status surveys, local government, and civil activity surveys; at the same time, implement “dynamic planningâ€, seize opportunities, and take advantage of the potential to make local advertising and promotion activity. This not only solves a major problem of research, but also helps to strengthen the cooperation relationship between the two parties.
3. Collect and research second-hand information.
The general manager's office should not only do the planning, organization, guidance, and control of market research, but must also do a good job in collecting and researching second-hand information. Although many SMEs have a variety of professional newspapers and magazines and have their own websites, they have not been able to effectively use these valuable resources to make gold. Professional newspapers and magazines are not much better, and you can order several comprehensive and authoritative ones. Through professional newspapers and magazines, the company can quickly understand the industry dynamics.
Your own website should be used effectively, and the network can be used to conveniently search for all kinds of useful information; online communication saves time and effort, and many professional market companies have begun to use the website to conduct research activities. Why can SMEs not use their own websites for marketing? Research?
Local newspapers and marketing magazines are indispensable. Some small and medium-sized enterprises still attach great importance to professional newspapers and magazines, but they are not so enthusiastic about local newspapers and marketing magazines. The author believes that this practice is somewhat inadequate. Many small and medium-sized enterprises' products are only available to local and surrounding markets. Local newspapers are our eyes and ears and help us understand the people and things that happen to us. The marketing magazine opened a window to the company to learn other people's market research and marketing experience. Only by learning with humility can we make progress.
Third, the digestion and absorption of market information
As a company's full-time information personnel, we must have strong planning, analysis and textual expression skills, timely digest, organize and send market information to supervisors. As the company's operating and sales personnel, we should actively research the market and provide timely feedback for improvement and better cooperation.
For SMEs, the two more important words are "concepts." The marketing managers of enterprises pay attention to and do not pay attention to market research. It is totally different to grasp and not grasp.