软件市场调研与营销告报告.doc

数学与计算机学院 实践调查报 告 （ 2013 / 2014 学年 第 1 学期） 课程名称 软件市场调研与营销 课程代码 6014939 调研报告题目 对WPS办公软件的市场调研 调研日期 2013年11月25日 至 2013年12月3日 系(部) 软件工程系 指导教师 周立章 学生学号 年 级 学生姓名 专 业 成 绩 目 录 第1章 调研工作方案···············································3 1.2调研内容···················································3 1.3主要调查对象和范围·········································3 1.4调研方式···················································3 1.5调研人员···················································3 1.6调研时间···················································3 第2章 调研分析···················································4 消费者的意见与看法·············································4 第3章WPS办公软件市场分析········································8 3.1行业市场分析···············································8 3.2市场特征分析···············································10 3.3消费者分析·················································11 3.4竞争者分析·················································11 第4章 营销策略···················································14 4.1市场营销定位···············································14 4.2广告策略···················································15 4.3产品策略···················································15 4.4定价策略···················································16 4.6促销策略···················································16 4.6分销策略···················································16 4.7品牌策略···················································16 第5章 市场预测与分析·············································17 第6章 对WPS办公软件的建议·······································19 第7章 心得体会···················································20 附录 WPS办公软件问卷调查表·······································21第1章 调研工作方案 1.1调研目的 为了更好地系统了解WPS这款办公软件以及该产品在本市的市场地位，计划对市场进行一次较系统的市场调研。 本次市场调查的目的包括： 1．明确市场的品牌认知与竞争情况； 2．了解和分析各层次消费群体的消费需求和消费行为； 3．分析该软件以前的销售策略以确定后面的销售策略； 4．预测该款办公软件今后的发展和销售方向。 1.2调研内容 为了能更好的完成调研目的，本次调研将从如下三个方面进行调研活动： WPS办公软件的25年的发展历史； 曾经的WPS办公软件何以放弃收费，免费提供下载使用； 面对现今MS Office一家独大的局面，WP