蓝月亮洗衣液市场占有率调查报告完成稿.docxVIP

“蓝月亮市场占有率” 调查报告   PAGE \* MERGEFORMAT 1  PAGE \* MERGEFORMAT I 摘要 随着人们生活水平的提高，对洗衣要求越来越高，对洗涤用品的需求也不断 增加，洗涤产品种类不断增多，并且逐渐朝着绿色环保、功能化、专业化、系列化的方向发展，洗衣液这类洗涤用品符合这一要求。深谙于洗涤之道的广州蓝月亮实业有限公司，秉承“一心一意做洗涤”的理念，将国际尖端技术融入中国人的生活，成为洗涤行业的潮流代表。作为国内最早从事家庭清洁剂生产的专业品牌，蓝月亮系列产品体现了“轻松清洁，解放劳力”的宗旨，塑造了品牌独具的“高效、轻松、保护”的鲜明个性。十多年来，蓝月亮产品广泛地进入中国人的家庭，赢得了大众的真诚信赖。与国际洗涤业发展同步，为人们生活品质的提高尽力，蓝月亮人，追求不息！ 在蓝月亮洗衣液四度蝉联洗衣液“冠军大奖”，引领液体洗衣新时代下，我们小组决定运用本学期学习的市场调研知识对蓝月亮洗衣液市场占有率在苏州横塘范围内的消费者展开调查。  PAGE \* MERGEFORMAT IV  PAGE \* MERGEFORMAT II 目录 一、调查项目简介···················································1 1、调查目的及意义··················································1 1.1调查目的····························································1 1.2调查意义····························································1 调查时间及地点······················································2 2.1调查时间····························································2 2.2调查地点····························································2 3、调查对象及样本量·····················································2 3.1调查对象····························································2 3.2调查样本量··························································2 调查方式·····················································2 二、调查结果分析·················································3 1、调查数据分析······················································3 2、调查结果分析······················································14 三、附录 1、问卷······················································15 2、数据·····················································16  PAGE \* MERGEFORMAT - 17 -  PAGE \* MERGEFORMAT - 1 - 一、调查项目简介 1.调查目的及意义 1.1调查目的 据了解，目前市场上的洗衣液产品已由过去单一的洁净功能发展成多功能型，具有去污、除菌、柔顺、护色、护肤、易漂洗等各种功能。伴随着品牌数量的集中爆发，领先品牌的集群优势也逐步显现。根据尼尔森2010年年末的数据显示，该品类里销售Top5品牌共占据六成的市场份额，其中的冠军品牌蓝月亮更是凭借44%的市场份额，牢牢占据中国洗衣液市场的头把交椅。为了验证蓝月亮洗衣液市场占有率的领先地位，以便能够完善自身产品，更好的为用户提供服务，我们做此调查。 1.2调查意义 蓝月亮在衣物洗涤剂的大举进军，给国内洗衣剂市场带来了新的竞争活力，也必将加快行业的洗牌和升级。因此，了解蓝月亮洗衣液在市场上占有率下的顾客认知度和满意度，让顾客能够更明确的选择值得信赖的洗衣液品牌，更深层次的了解蓝月亮洗衣液和不断