特百惠实习报告.docxVIP

特百惠实习报告 　　篇一：实习报告 03 　　市场调研实习报告  　　企划书项目名称：自动调温水杯的市 　　场调研　　调研及企划者姓名：　　所属单位：　　调研开始及截止日期：　　调研地点：　　呈报对象：　　呈报日期：XX　　目录　　前言·····································································3　　一、市场概况······················································人文、地理环境分析·······································3　　市场容量···············································3　　价格、渠道、产品、促销的行业分析··················4 二.竞争对手分析·················································4　　水杯市场占有率分析········································4　　主要竞争对手4p分析······································4　　三． 消费者分析·················································5　　消费者的消费结构分析····································5　　消费者的消费心理分析····································6　　消费者的消费行为分析····································6　　四、机会点与问题分析·········································7　　机会点分析···················································7　　 问题点分析···················································7　　五、营销企划案···················································8　　市场目标······················································8　　执行的前提条件·············································8　　产品、价格、渠道、促销策略···························9　　广告策略······················································11　　其他策略-品牌化策略······································1　　前言　　针对当前的水杯市场降温型水杯的空缺和传统保温杯呆板普通的外观设计，我们设计了自动调温水杯，该款水杯同时具备保温和降温制冷的功能，并拥有时尚美观的外观设计。经过市场调查，我们对该产品的市场需求状况、消费者分析及同业竞争情况有了大致了解，认识到该产品所具有的机会与威胁，并针对此做出了营销企划案设计。 　　一.市场概况  　　1.人文、地理环境分析 我国地域广阔，气候差异明显，南北差异大，所以在不同的地方，人们对水杯的需求也不同。而我们设计的这种水杯能够根据需要可以调节水温，而且便于携带，所以我们的市场受到环境因素的影响是非常小的。我国各地夏季普遍炎热，人们喜爱冷饮，能够制冷的水杯潜在消费群体十分巨大。 　　中国居民的消费结构也正在发生改变，时尚已经成为影响消费的重要因素，所以我们的水杯的设计也应与时俱进。个性化的外观设计，可以根据自身的喜好去调节杯子的外观，根据每个已经时间段所流行的颜色、款式去调节杯子的外观设计。与传统的保温杯相比，我们的产品不仅具有降温制冷功能的优势，还具有外观优美时尚的优势。　　2.市场容量　　我国人口众多，随着经济的不断发展，我国居民的人均收入水平也不断提高，居民的日常消费水平也不断提高。水杯是居民的日常生活用品，据市场调查，90%的人每人至少有一个水杯，其中又有约30%的人使用保温杯。此外，很多人都喜欢把杯子作为礼物送给自己的亲朋好友或同事，杯子不仅非常实用还有更特殊的意义，代表着一种关心得情谊。我国现在的水杯市场上充满各式各样的水杯，各个品牌都有着自身特有的特点。但带有自动降温制冷功能的水杯在市场上还未出现，我们的自动调温水杯弥补