《市场调研在市场营销中的作用》-毕业论文设计（学术）.docVIP

PAGE XIII lw 市场调研在市场营销中的作用 摘 要 随着现代经济技术快速发展，市场竞争日益激烈。市场营销对企业经营发展的作用将更加重要，而市场调研是市场营销有效开展实施的基础和前提，已成为现代企业不可或缺的一项活动，其重要性也不言而喻。如果企业通过市场调研对国内外市场的行情及其走势、对顾客的消费需求及消费心理、对竞争对手的种种情况都了如指掌，有比较准确的把握，自然胜券在握。相反，如果企业不重视市场调研，或市场调研水平不高，盲目生产，受到市场规律无情惩罚的也不乏其例。令人遗憾的是，现阶段我们许多企业管理者对市场调研的意识淡薄，认为市场调研的费用是一项支出，而不是一项必要的投入。不少企业重视搞新产品开发，对市场调研却不重视，或调查不够细致，仅凭个人经验，对市场作直观、感性的判断，即项目上马，结果成功率较低。 本文通过对市场调研的认识，阐述了市场调研的定义及在市场营销活动中的重要性，分析了我国企业在市场调研方面取得的成就和不足，以及存在的问题和原因，并提出了自己对我国企业更有效开展市场调研的建议。希望企业能够认识到市场调研在市场营销中的重要作用，加大这方面的重视和投入，提高市场调研能力水平从而促进企业市场营销活动有效的开展，希望这些能促进我国企业更好的发展。 关键词： 市场调研； 市场营销； 营销组合 Market Research in Marketing Role Abstract With the rapid development of modern economic and technological, market competition is becoming increasingly fierce. Marketing of the business more important role in development, and market research is carried out to implement an effective marketing basis and premise and become an integral part of business activity, and its importance is also self-evident. If the business through market research on domestic and international markets of the stock market and its trends, consumer demand for customer and consumer psychology, the competitors are well aware of these circumstances, there are more accurate grasp of the natural a winner. In contrast, enterprises do not pay attention to market research, blind production, by the ruthless laws of the market are also many examples of punishment. Unfortunately, at this stage many of our business managers a weak awareness of the market research that the cost of market research is an expense, rather than a necessary input. Many enterprises attach importance to engage in new product development, market research is not attention or investigation is not enough detailed, personal experience alone, the market for an intuitive, emotional judgments, that is, the project launched a result, a lower success rate. In this paper, knowledge of the market research to explain the definition of market research and the importance of marketing act