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市场研究按其对象不同,大致可分为消费者研究、媒介研究和零售研究。本文仅对零售研究理论及其运作机制作一探讨。在营销管理中,零售研究开始于1923年的美国,1991年进入中国市场。该项研究的创始人是美国一位名叫Arthur Charles Nielen的机械工程师。他在创立这项服务的同时推出了一个目前已为营销从业人士所熟悉的概念——“市场份额”。这一概念与零售研究是密切相关的。零售研究所考察的产品是按品类划分的(如洗发水、饮料、方便面等都属于不同的品类),
Market research according to their different objects can be broadly divided into consumer research, media research and retail research. This article only discusses the retail research theory and its operating mechanism. In marketing management, retail research began in the United States in 1923, entering the Chinese market in 1991. The founder of the study was a mechanical engineer in the United States named Arthur Charles Nielen. At the same time he started the service, he introduced a concept now familiar to marketers - “Market Share”. This concept is closely related to retail research. The products studied by retail research institute are classified according to categories (such as shampoo, beverage, instant noodles, etc. belong to different categories),