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市场调查的目的,是洞察消费者每次消费行为的细节,把握竞争对手方方面面的情况,为公司战略决策乃至每一个作战行动提供充足的资讯和理由,因此,市场调查被称为市场营销的基石。调查网络遍布100多个国家、拥有9000多个长期客户的AC尼尔森市调公司,1984年就进入中国,但是迄今为止,其客户基本上都是外资企业。一些国内企业在广告上动辄狂轰滥炸,一两个亿投进去面不改色,但要他们拿几十百把万搞个相对全面的市调却难得很。细究起来,除了个别企业老总仍不知市调为何物外(这在
The purpose of the market research is to understand the details of each consumer behavior and to grasp all aspects of competitors so as to provide sufficient information and justification for strategic decisions of the company and every operation. Therefore, market research is called the cornerstone of marketing . The ACNielsen pollsters, which have networks in more than 100 countries and have more than 9,000 long-term customers, entered China in 1984, but so far their clients are mostly foreign-owned. Some domestic enterprises frequently advertise in the indiscriminate bombing, one or two hundred million voted into the face of no change, but to take them dozens of hundred million to engage in a relatively comprehensive market is very rare. Fine study, in addition to individual business executives still do not know what the market transfer (this is