联想笔记本电脑调查报告4000字

联想笔记本电脑调查报告4000字

关于河南理工大学联想笔记本的调查报告专业班级：09-01姓名：张见学号：310910070126指导老师：王春娅前言伴随着中国电脑产业市场多元化进程的加快，中国电脑市场的竞争日趋激烈，中国笔记本市场的快速普及风潮开始进入一个新阶段。各大品牌商纷纷出手，竭尽所能抢占市场，在广告，销售渠道，促销方式上花样百出，各种手段纷纷亮相。在最大最具潜力的市场——大学校园，更是各大品牌商的兵家必争之地。我们这次选定的调查对象是联想笔记本，联想一贯坚持的是高品质，低价格的市场路线，自从收购了IBM的thinkpad以后，产品逐步走向高断，全球PC业正在发生的革命性变化，今天，液晶显示屏的普及、笔记本逐步取代台式机及PC产品价格的大幅度下降是必然趋势，联想的时代即将到来。目录一、调查概述················································································································11.调查目的·············································································································13.调查时间·············································································································14.调查人员·············································································································25.调查要点·············································································································2二、调查内容················································································································21.调查背景·············································································································22.调查方法·············································································································23.调查步骤·············································································································3三、调查结果················································································································31.调查问卷分析与处理·························································································32.结论·····················································································································5四、附录························································································································6关于河南理工大学联想笔记本的调查报告一、调查概述1.调查目的（1）了解不同消费者对联想笔记本的认知度，为联想的市场定位提供参考。（2）了解消费者对联想笔记本的价格接受度，为联想的定价策略提供参考数据。（3）了解联想笔记本用户的使用情况和感受，为联想的售后服务的改进提供建议。（4）了解消费者对媒体的接触习惯，为联想笔记本的广告策略提供数据参考。（5）了解消费者的消费习惯，为联想笔记本的促销方案提供选择。2.调查对象河南理工大学全体在校学生3.调查时间20xx年4月19日——20xx年4月22日14.调查人员张健5.调查要点1.了解消费者对联想笔记本的认知度2.了解联想笔记本在校园内的市场占有率3.了解消费者对媒体的接受习惯4.了解联想笔记本产品用户的使用感受二、调查内容1.调查背景随着企业信息化、行业信息化的进一步深入，特别是政府、教育的采购，使商用笔记本市场销售增长迅速。但是从今年笔记本电脑的销售数据来看，中国电脑市场销售量呈上升趋势，但销售增长率逐年下降。也就是说，各大电脑品牌商虽然还有着不小的竞争市场，但是每年的销量已经不会有太大的增幅，电脑的技术门坎持续降低，新的竞争者不断涌入，产品同质化加剧，导致电脑市场竞争混乱，价格越来越低。因此，各大品牌厂商只能以新颖的营销方式和销售策略来取胜。联想作为国产笔记本电脑中的领航者，市场占有率，消费者认知度等方面在大学校园里究竟怎么样呢？2.调查方法我们在调查时采用如下方法：1.样本抽取：采取简单随机抽样，以调查问卷的形式从人群中不加任何分组、划类、排队等，完全随机地抽取调查对象，因为每个对象被抽到的概率是相等的，2所以可以保证其客观性与公正性。2.资料收集：通过网络（百度，联想官网.cn）收集信息，或者在焦作市联想经销商处收集信息。3.调查步骤（1）明确调查目的（2）选定调查对象（3）划定调查范围（4）提炼调查要点（5）制定调查问卷（6）确定调查方法（7）进行资料收集（8）实施问卷调查（9）分析调查结果（10）得出结论与建议4.调查问卷（见附录）三、调查结果1.调查问卷分析与处理此次河南理工大学联想笔记本的调查问卷共印制10份，回收为100%。部分调查结果以统计图显示如下：310份，有效率42.结论（1）联想笔记本在河南理工大学品牌知名度良好，具有较好口碑和影响力。（2）联想笔记本的价位相当于大学生来说较高，同等价位下性能配置低于其他品牌，同时外观造型略显呆板。（3）联想笔记本的宣传途径较为单一，笔记本电脑的型号相对较少，缺乏对大学生的独特吸引力。5四、附录关于河南理工大学联想笔记本的调查问卷亲爱的同学们，您好，为及时了解联想笔记本电脑的市场动态以及消费者对联想的态度，特进行此次调查，请在您选择的选项下打上“√”。此次调查绝不涉及任何隐私，可能会耽误您几分钟时间，非常感谢您的配合。1.您或者您身边的朋友用哪个品牌的电脑？（多选）□联想□惠普□戴尔□宏基□其它2.您购买电脑会选择什么地方？A网上B电脑商城C电脑专卖店D超市E其他(＿)3.您能够接受的电脑价格的范围是多少？A4000以下B4000—4999C5000—5999D6000以上4.你购买联想笔记本时，你最看重的因素是什么？（多选）A产品本身B外观C综合应用D价格E性能、配置F其它5.联想笔记本给你的印象？（多选）A品牌好B性价比高C性能、配置好D外观E其它6.您一般通过什么途径去了解联想笔记本的促销宣传？(多选)A电视B网络C广播D报刊杂志