方太案例（FOTILE case）.docVIP

方太案例（FOTILE case） Market research plays an important role in marketing system. First of all, it is a part of the market information feedback process, to provide decision makers on the then marketing mix effectiveness of information and necessary change clues; secondly, it is a basic tool to explore new market opportunities. The understanding of the research in the whole system of marketing position, we know, simply said, market research refers to the planning, collection and analysis of relevant data and marketing decision and the analysis results to the management process of communication. FOTILE kitchen, as the well-known kitchen companies, since its birth, has always insisted on doing market research, two kinds of important role to comprehensively implement the investigation, especially made some achievements in the application of market segmentation research and product research, FOTILE products especially the hood always makes people drunk spring. Description function of Market Research The descriptive function of market research is to collect and present facts. For example, what is the historical sales trend in an industry? What is the consumers attitude towards an existing product and its advertising? By contrast, we can find out whether the strategy of the enterprise is consistent with the historical sales trend in the industry Or the opposite? Are existing products to guide consumer demand or to cater to consumer demand? Are advertising appeals and brand displays a distinct impression on consumers at night? Remember when FOTILE kitchen was first established, it was ready to enter the kitchen industry. But the specific decision maker has made a difference. It is just at the end of 95 at the beginning of 96, kitchen products are in the stage of introduction and development period, but in the traditional products such as lampblack machine, gas stoves have been gradually in the development stage, and the competition is very fierce, the entire eastern region of