如何设计产品市场调查的Action plan - 凌桃根 - 价值中国网

何设计产品市场调查的Action plan 作者:凌桃根 　出处: 　发布时间:2005-12-04 13:56
来自:价值中国网
Only by overthrowing can we survive
----Challenges to the existing
unreasonable situation
Subject：Where is the market of Chinese toys?
——Overthrowing three traditional views:
1. Chinese toys should depend on the way of exporting.
2. Traditional Chinese toys are to meet their deadlines.
3. Toys are only patents of the children in China nowadays.
Timetable: May, 2006
Executor: The Chinese & American united research group
Expected expenses: ****$
Locations: Canton in China & USA
I. Background:
Toys-manufacturing was one of the earliest open industries in China, and now has become one of the top five exporting industries, which is playing a very important role in the global toys market. However, with the trend of saturation in foreign markets as well as the increase of latent trade barriers, Chinese toys industry is now facing a dilemma of excess expanding of its productive capabilities. So, it appears as a difficult problem in how to develop new products to meet the consumers’ tastes and then to enlarge its market.
Therefore, we are to find a better outlet that is suitable for the Chinese toys industry with the least cost.
II. Objectives to research
1. The market distributions of Chinese toys in and out of China.
2. The market share of different Chinese toys including the traditional and the modern ones.
3. The age distributions of the target market.
4. The attitudes of the consumers to Chinese toys.
5. Others related.
III. Samples
Industry: Trade and retail business of the Chinese toys
Target locations:
1. International toys & gifts mall in Guangzhou
2. One of the top 3 toys supermarkets in the USA ------Toysrus, Wal-Mart, and Target.
IV. Method and Steps of Research
1、Information Collection: Get more detail information through official website and statistical almanac, and get confidential information by speaking sincerely to the government departments and industry associations. (by fax)
2、Visit the Place by ourselves: By connecting with the companies to collect the most direct and authentic information, and visit toys supermarkets (such as Guangzhou Huangpu International Toys and Gifts Mall; American Toys Chain Stores), we can know about the toys terminal sales situations in this way.
3、Questionnaire Research: Carry out question research in toys counter in the shopping malls and toys stores, and get the customers’ opinions and attitudes towards a particular toy.
4、Telephone Interview: Talk to professionals and ask for their opinions.
5、Publish: Sort information from above steps and summarize them to form a final report and then to publish.
V. Deductions
---Market diversifying and Distinctive Products are the Essential Elements for Chinese Toys Industry.
1、Only by carrying out versatile export market strategies and stimulate local market can it better avoid risks from outside, increase production and promote sales, so as to make the toy industry develop better.
2、Traditional toys market will not be completely substituted by electronic toys, as was said by the media. As long as we can create toys with strong Chinese culture and special meanings, we could win customers’ recognition all over the world. Besides, we could transmit culture by this way.
3、Every person loves playing, even as an adult like me. Therefore, the toys market should not just focus on children, and adults also need to play. As long as to widen the target customers’ age ranges, to strongly enlarge adults’ toys market, we can develop the toy industry further.