聯(lián)想筆記本電腦調(diào)查報(bào)告4000字

關(guān)于河南理工大學(xué)聯(lián)想筆記本的調(diào)查報(bào)告專業(yè)班級(jí)：09-01姓名：張見(jiàn)學(xué)號(hào)：310910070126指導(dǎo)老師：王春婭前言伴隨著中國(guó)電腦產(chǎn)業(yè)市場(chǎng)多元化進(jìn)程的加快，中國(guó)電腦市場(chǎng)的競(jìng)爭(zhēng)日趨激烈，中國(guó)筆記本市場(chǎng)的快速普及風(fēng)潮開(kāi)始進(jìn)入一個(gè)新階段。各大品牌商紛紛出手，竭盡所能搶占市場(chǎng)，在廣告，銷售渠道，促銷方式上花樣百出，各種手段紛紛亮相。在最大最具潛力的市場(chǎng)——大學(xué)校園，更是各大品牌商的兵家必爭(zhēng)之地。我們這次選定的調(diào)查對(duì)象是聯(lián)想筆記本，聯(lián)想一貫堅(jiān)持的是高品質(zhì)，低價(jià)格的市場(chǎng)路線，自從收購(gòu)了IBM的thinkpad以后，產(chǎn)品逐步走向高斷，全球PC業(yè)正在發(fā)生的革命性變化，今天，液晶顯示屏的普及、筆記本逐步取代臺(tái)式機(jī)及PC產(chǎn)品價(jià)格的大幅度下降是必然趨勢(shì)，聯(lián)想的時(shí)代即將到來(lái)。目錄一、調(diào)查概述················································································································11.調(diào)查目的·············································································································13.調(diào)查時(shí)間·············································································································14.調(diào)查人員·············································································································25.調(diào)查要點(diǎn)·············································································································2二、調(diào)查內(nèi)容················································································································21.調(diào)查背景·············································································································22.調(diào)查方法·············································································································23.調(diào)查步驟·············································································································3三、調(diào)查結(jié)果················································································································31.調(diào)查問(wèn)卷分析與處理·························································································32.結(jié)論·····················································································································5四、附錄························································································································6關(guān)于河南理工大學(xué)聯(lián)想筆記本的調(diào)查報(bào)告一、調(diào)查概述1.調(diào)查目的（1）了解不同消費(fèi)者對(duì)聯(lián)想筆記本的認(rèn)知度，為聯(lián)想的市場(chǎng)定位提供參考。（2）了解消費(fèi)者對(duì)聯(lián)想筆記本的價(jià)格接受度，為聯(lián)想的定價(jià)策略提供參考數(shù)據(jù)。（3）了解聯(lián)想筆記本用戶的使用情況和感受，為聯(lián)想的售后服務(wù)的改進(jìn)提供建議。（4）了解消費(fèi)者對(duì)媒體的接觸習(xí)慣，為聯(lián)想筆記本的廣告策略提供數(shù)據(jù)參考。（5）了解消費(fèi)者的消費(fèi)習(xí)慣，為聯(lián)想筆記本的促銷方案提供選擇。2.調(diào)查對(duì)象河南理工大學(xué)全體在校學(xué)生3.調(diào)查時(shí)間20xx年4月19日——20xx年4月22日14.調(diào)查人員張健5.調(diào)查要點(diǎn)1.了解消費(fèi)者對(duì)聯(lián)想筆記本的認(rèn)知度2.了解聯(lián)想筆記本在校園內(nèi)的市場(chǎng)占有率3.了解消費(fèi)者對(duì)媒體的接受習(xí)慣4.了解聯(lián)想筆記本產(chǎn)品用戶的使用感受二、調(diào)查內(nèi)容1.調(diào)查背景隨著企業(yè)信息化、行業(yè)信息化的進(jìn)一步深入，特別是政府、教育的采購(gòu)，使商用筆記本市場(chǎng)銷售增長(zhǎng)迅速。但是從今年筆記本電腦的銷售數(shù)據(jù)來(lái)看，中國(guó)電腦市場(chǎng)銷售量呈上升趨勢(shì)，但銷售增長(zhǎng)率逐年下降。也就是說(shuō)，各大電腦品牌商雖然還有著不小的競(jìng)爭(zhēng)市場(chǎng)，但是每年的銷量已經(jīng)不會(huì)有太大的增幅，電腦的技術(shù)門(mén)坎持續(xù)降低，新的競(jìng)爭(zhēng)者不斷涌入，產(chǎn)品同質(zhì)化加劇，導(dǎo)致電腦市場(chǎng)競(jìng)爭(zhēng)混亂，價(jià)格越來(lái)越低。因此，各大品牌廠商只能以新穎的營(yíng)銷方式和銷售策略來(lái)取勝。聯(lián)想作為國(guó)產(chǎn)筆記本電腦中的領(lǐng)航者，市場(chǎng)占有率，消費(fèi)者認(rèn)知度等方面在大學(xué)校園里究竟怎么樣呢？2.調(diào)查方法我們?cè)谡{(diào)查時(shí)采用如下方法：1.樣本抽取：采取簡(jiǎn)單隨機(jī)抽樣，以調(diào)查問(wèn)卷的形式從人群中不加任何分組、劃類、排隊(duì)等，完全隨機(jī)地抽取調(diào)查對(duì)象，因?yàn)槊總€(gè)對(duì)象被抽到的概率是相等的，2所以可以保證其客觀性與公正性。2.資料收集：通過(guò)網(wǎng)絡(luò)（百度，聯(lián)想官網(wǎng).cn）收集信息，或者在焦作市聯(lián)想經(jīng)銷商處收集信息。3.調(diào)查步驟（1）明確調(diào)查目的（2）選定調(diào)查對(duì)象（3）劃定調(diào)查范圍（4）提煉調(diào)查要點(diǎn)（5）制定調(diào)查問(wèn)卷（6）確定調(diào)查方法（7）進(jìn)行資料收集（8）實(shí)施問(wèn)卷調(diào)查（9）分析調(diào)查結(jié)果（10）得出結(jié)論與建議4.調(diào)查問(wèn)卷（見(jiàn)附錄）三、調(diào)查結(jié)果1.調(diào)查問(wèn)卷分析與處理此次河南理工大學(xué)聯(lián)想筆記本的調(diào)查問(wèn)卷共印制10份，回收為100%。部分調(diào)查結(jié)果以統(tǒng)計(jì)圖顯示如下：310份，有效率42.結(jié)論（1）聯(lián)想筆記本在河南理工大學(xué)品牌知名度良好，具有較好口碑和影響力。（2）聯(lián)想筆記本的價(jià)位相當(dāng)于大學(xué)生來(lái)說(shuō)較高，同等價(jià)位下性能配置低于其他品牌，同時(shí)外觀造型略顯呆板。（3）聯(lián)想筆記本的宣傳途徑較為單一，筆記本電腦的型號(hào)相對(duì)較少，缺乏對(duì)大學(xué)生的獨(dú)特吸引力。5四、附錄關(guān)于河南理工大學(xué)聯(lián)想筆記本的調(diào)查問(wèn)卷親愛(ài)的同學(xué)們，您好，為及時(shí)了解聯(lián)想筆記本電腦的市場(chǎng)動(dòng)態(tài)以及消費(fèi)者對(duì)聯(lián)想的態(tài)度，特進(jìn)行此次調(diào)查，請(qǐng)?jiān)谀x擇的選項(xiàng)下打上“√”。此次調(diào)查絕不涉及任何隱私，可能會(huì)耽誤您幾分鐘時(shí)間，非常感謝您的配合。1.您或者您身邊的朋友用哪個(gè)品牌的電腦？（多選）□聯(lián)想□惠普□戴爾□宏基□其它2.您購(gòu)買(mǎi)電腦會(huì)選擇什么地方？A網(wǎng)上B電腦商城C電腦專賣店D超市E其他(＿)3.您能夠接受的電腦價(jià)格的范圍是多少？A4000以下B4000—4999C5000—5999D6000以上4.你購(gòu)買(mǎi)聯(lián)想筆記本時(shí)，你最看重的因素是什么？（多選）A產(chǎn)品本身B外觀C綜合應(yīng)用D價(jià)格E性能、配置F其它5.聯(lián)想筆記本給你的印象？（多選）A品牌好B性價(jià)比高C性能、配置好D外觀E其它6.您一般通過(guò)什么途徑去了解聯(lián)想筆記本的促銷宣傳？(多選)A電視B網(wǎng)絡(luò)C廣播D報(bào)刊雜志