軟件市場(chǎng)調(diào)研與營(yíng)銷報(bào)告

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1、市場(chǎng)調(diào)研數(shù)學(xué)與計(jì)算機(jī)學(xué)院實(shí)踐調(diào)查報(bào)告（2013/2014學(xué)年第1學(xué)期）課程名稱軟件市場(chǎng)調(diào)研與營(yíng)銷課程代碼6014939調(diào)研報(bào)告題目對(duì)WPS辦公軟件的市場(chǎng)調(diào)研調(diào)研日期2013年11月25日至2013年12月3日系(部)軟件工程系指導(dǎo)教師周立章學(xué)生學(xué)號(hào)年級(jí)學(xué)生姓名專業(yè)成績(jī)-23-市場(chǎng)調(diào)研目錄第1章調(diào)研工作方案···············································31.2調(diào)研內(nèi)容···················································31.3主要調(diào)查對(duì)象和范圍·························

2、················31.4調(diào)研方式···················································31.5調(diào)研人員···················································31.6調(diào)研時(shí)間···················································3第2章調(diào)研分析···················································4消費(fèi)者的意見與看法···································

3、··········4第3章WPS辦公軟件市場(chǎng)分析········································83.1-23-市場(chǎng)調(diào)研行業(yè)市場(chǎng)分析···············································83.2市場(chǎng)特征分析···············································103.3消費(fèi)者分析·················································113.4競(jìng)爭(zhēng)者分析·········································

4、········11第4章營(yíng)銷策略···················································144.1市場(chǎng)營(yíng)銷定位···············································144.2廣告策略···················································154.3產(chǎn)品策略···················································154.4定價(jià)策略··········································

5、·········164.6促銷策略···················································16-23-市場(chǎng)調(diào)研4.6分銷策略···················································164.7品牌策略···················································16第5章市場(chǎng)預(yù)測(cè)與分析·············································17第6章對(duì)WPS辦公軟件的建議···························

6、············19第7章心得體會(huì)···················································20附錄WPS辦公軟件問(wèn)卷調(diào)查表·······································21-23-市場(chǎng)調(diào)研第1章調(diào)研工作方案1.1調(diào)研目的為了更好地系統(tǒng)了解WPS這款辦公軟件以及該產(chǎn)品在本市的市場(chǎng)地位，計(jì)劃對(duì)市場(chǎng)進(jìn)行一次較系統(tǒng)的市場(chǎng)調(diào)研。本次市場(chǎng)調(diào)查的目的包括：1．明確市場(chǎng)的品牌認(rèn)知與競(jìng)爭(zhēng)情況；2．了解和分析各層次消費(fèi)群體的消費(fèi)需求和消費(fèi)行為；3．分析該軟件以前的銷售策略以確定后面的銷售策略；4．預(yù)測(cè)該款辦公軟件今后的發(fā)展

7、和銷售方向。1.2調(diào)研內(nèi)容為了能更好的完成調(diào)研目的，本次調(diào)研將從如下三個(gè)方面進(jìn)行調(diào)研活動(dòng)：1.WPS辦公軟件的25年的發(fā)展歷史；2.曾經(jīng)的WPS辦公軟件何以放棄收費(fèi)，免費(fèi)提供下載使用；3.面對(duì)現(xiàn)今MSOffice一家獨(dú)大的局面，WPS的未來(lái)發(fā)展方向。1.3主要調(diào)查對(duì)象和范圍本次調(diào)研活動(dòng)的調(diào)查對(duì)象主要為在校大學(xué)生和老師，以及部分已工作的工薪階層，他們的年齡分布在18-24歲、30-50歲這兩個(gè)層次，分布的地區(qū)主要為郫縣及周邊城鎮(zhèn)。1.