軟件市場調(diào)研與營銷報告

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1、市場調(diào)研數(shù)學(xué)與計算機學(xué)院實踐調(diào)查報告（2013/2014學(xué)年第1學(xué)期）課程名稱軟件市場調(diào)研與營銷課程代碼6014939調(diào)研報告題目對WPS辦公軟件的市場調(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)號年級學(xué)生姓名專業(yè)成績-23-市場調(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)研時間···················································3第2章調(diào)研分析···················································4消費者的意見與看法···············

3、······························4第3章WPS辦公軟件市場分析········································83.1-23-市場調(diào)研行業(yè)市場分析···············································83.2市場特征分析···············································103.3消費者分析·················································113.4競爭者分析···········

4、······································11第4章營銷策略···················································144.1市場營銷定位···············································144.2廣告策略···················································154.3產(chǎn)品策略···················································154.4定價策略··

5、·················································164.6促銷策略···················································16-23-市場調(diào)研4.6分銷策略···················································164.7品牌策略···················································16第5章市場預(yù)測與分析······································

6、·······17第6章對WPS辦公軟件的建議·······································19第7章心得體會···················································20附錄WPS辦公軟件問卷調(diào)查表·······································21-23-市場調(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)品在本市的市場地位，計劃對市場進行一次較系統(tǒng)的市場調(diào)研。本次市場調(diào)查的目的包括：1．明確市場的品牌認(rèn)知與競爭情況；2．了解和

7、分析各層次消費群體的消費需求和消費行為；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)測該款辦公軟件今后的發(fā)展和銷售方向。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)研將從如下三個方面進行調(diào)研活動：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，免費提供下載使用；3.面對現(xiàn)今MSOffice一家獨大的局面，WPS的未來發(fā)展方向。1.3主要調(diào)查對象和范圍本次調(diào)研活動的調(diào)查對象主要為在校大學(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歲這兩個層次，分布的地區(qū)主要為郫縣及周邊城鎮(zhèn)。1.