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在经济体制改革逐步深入和社会主义有计划商品经济发展的新形势下,生产企业要想兴旺发达,商业企业要想生意兴隆,经营者要想开辟一条成功之路,必须及时、准确地搜集、掌握市场信息。市场信息,是市场对象的状态、性质、发展、变化的描述或反映,是人们认识市场对象并进行人为控制的依据。市场信息对象,包括产品的市场需求变化,顾客对产品意见的反馈,市场价格的变化,市场潜力的大小,竞争对手的营销策略,流通渠道的构成,经济政策的变化,同类产品的技术发展状况,产品的质量、成本、财务、管理、人事、动态等过程。总之,市场信息是“探索未来之窗”。当今,市场经营形式发生了巨大变化,消费者购买行为和消费心理不断变化,产品市场寿命周期缩短,市场供求结构亦不断发生变化,企业间相互竞争加强,而且国内市场日益与国际市场连成一体。在这种情况下,信息已成为企业市场经营的重要资源。从某种意义上说,掌握了信息,就是掌握了市场。
With the gradual deepening of economic system reform and the development of a planned socialist commodity economy, if the production enterprises are to thrive and the business enterprises are to thrive, the business operators must establish a successful road and collect them in a timely and accurate manner. Master market information. Market information is the description or reflection of the status, nature, development, and change of market objects. It is the basis for people to understand market objects and conduct human control. Market information objects, including changes in market demand for products, feedback from customers on product opinions, changes in market prices, size of market potential, marketing strategies of competitors, composition of circulation channels, changes in economic policies, technological development of similar products , product quality, cost, financial, management, personnel, dynamic and other processes. In short, market information is “the window to explore the future.” Nowadays, the form of market operations has undergone tremendous changes. Consumer buying behavior and consumer psychology have been constantly changing. The life cycle of product markets has been shortened, and the market supply and demand structure has constantly changed. The competition between enterprises has increased and the domestic market has become increasingly integrated with the international market. . In this situation, information has become an important resource for the business market. In a sense, mastering the information means mastering the market.