软件市场调研和营销报告.docVIP

市场调研  PAGE \* MERGEFORMAT - 24 - 市场调研  PAGE \* MERGEFORMAT - 1 - 数学与计算机学院 实践调查报 告 （ 2013 / 2014 学年 第 1 学期） 课程名称软件市场调研与营销 课程代码6014939调研报告题目对WPS办公软件的市场调研调研日期2013年11月25日至2013年12月3日系(部)软件工程系指导教师周立章 学生学号年 级学生姓名专 业成 绩目 录 第1章 调研工作方案···············································3 1.2调研内容···················································3 1.3主要调查对象和范围·········································3 1.4调研方式·??·················································3 1.5调研人员···················································3 1.6调研时间···················································3 第2章 调研分析···················································4 消费者的意见与看法·············································4 第3章WPS办公软件市场分析········································8 3.1行业市场分析···············································8 3.2市场特征分析···············································10 3.3消费者分析·················································11 3.4竞争者分析·················································11 第4章 营销策略···················································14 4.1市场营销定位···············································14 4.2广告策略···················································15 4.3产品策略···················································15 4.4定价策略···················································16 4.6促销策略···················································16 4.6分销策略···················································16 4.7品牌策略···················································16 第5章 市场预测与分析·············································17 第6章 对WPS办公软件的建议·······································19 第7章 心得体会···················································20 附录 WPS办公软件问卷调查表·······································21第1章 调研工作方案 1.1调研目的 为了更好地系统了解WPS这款办公软件以及该产品在本市的市场地位，计划对市场进行一次较系统的 HYPERLINK /search?word=%E5%B8%82%E5%9C%BA%E8%B0%83%E6%9F%A5fr=qb_search_expie=utf8 \t _blank 市场调研。 本次 HYPERLINK /search?word=%E5%B8%82%E5%9C%BA%E8%B0%83%E6%9F