調(diào)研總體規(guī)劃

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一、確定調(diào)查目的餓了么是一家專門從事O2O外賣的網(wǎng)站，2014年正式進(jìn)軍湖北文理學(xué)院，并得到消費(fèi)者和商家的認(rèn)可。但餓了么進(jìn)駐湖北文理學(xué)院是曇花一現(xiàn)還是能有長(zhǎng)遠(yuǎn)的發(fā)展？此次我們得到餓了么襄陽(yáng)代理的委托，分兩方面針對(duì)商家和消費(fèi)者進(jìn)行調(diào)研，目的在于了解商家的意愿和支持率以及消費(fèi)者對(duì)餓了么網(wǎng)站的態(tài)度，并希望能及時(shí)給出意見(jiàn)和建議，以此了解餓了么在湖北文理學(xué)院的發(fā)展前景。二、確定調(diào)研對(duì)象和調(diào)查單位。此次調(diào)研主要針對(duì)兩方面人群：1.商家：此次調(diào)研針對(duì)湖北文理學(xué)院新區(qū)墮落街商家和老區(qū)512車站附近商家。2.消費(fèi)者，此次調(diào)研的消費(fèi)者主要是湖北文理學(xué)院學(xué)生。我們將分年級(jí)，分性別對(duì)學(xué)生進(jìn)行分類調(diào)研。三、調(diào)查內(nèi)容：(一)外賣市場(chǎng)環(huán)境調(diào)查1、外賣市場(chǎng)的容量及發(fā)展?jié)摿?2、學(xué)院不同年級(jí)對(duì)外賣的消費(fèi)狀況;3、學(xué)校教學(xué)、生活環(huán)境對(duì)該行業(yè)發(fā)展的影響。(二)消費(fèi)者調(diào)查1、消費(fèi)者的消費(fèi)心理(偏愛(ài)、經(jīng)濟(jì)、便利等)2、對(duì)外賣產(chǎn)品的了解程度(品種、口味、價(jià)格等)3、消費(fèi)者對(duì)餓了么網(wǎng)站的滿意度（界面體驗(yàn)、信息反饋、優(yōu)惠力度）4、消費(fèi)者消費(fèi)能力、消費(fèi)層次及消費(fèi)比例的統(tǒng)計(jì)5、消費(fèi)者對(duì)餓了么的改進(jìn)意見(jiàn)(三)商家調(diào)查1、加入“餓了么”主要客戶群2、加入“餓了么”以后，商家的營(yíng)業(yè)額變化3、商家對(duì)“餓了么”的建議與意見(jiàn)四、餓了么調(diào)查提綱1、確定調(diào)查的主題：關(guān)于“餓了么”外賣網(wǎng)發(fā)展前景的調(diào)查報(bào)告2、調(diào)查的目的和意義分析3、確定調(diào)查的對(duì)象4、實(shí)踐單位：湖北文理學(xué)院管院物流1211班5、實(shí)踐時(shí)間：2014年11月6、確定調(diào)查方法：?jiǎn)柧碚{(diào)查（通過(guò)定性和定量的方法對(duì)數(shù)據(jù)進(jìn)行分析）7、調(diào)查的內(nèi)容：商家及消費(fèi)者對(duì)“餓了么”外賣網(wǎng)的建議及意見(jiàn)8、實(shí)施調(diào)查步驟五、確定調(diào)查時(shí)間和調(diào)查工作期限市場(chǎng)調(diào)查工作環(huán)節(jié)所占比例（%）時(shí)間分配確定市場(chǎng)調(diào)查主題 52014.11.11—2014.11.18二手資料收集152014.11.19—2014.12.25起草市場(chǎng)調(diào)查方案102014.11.19—2014.12.25實(shí)地調(diào)查302014.12.2—2014.12.23資料調(diào)查與分析252014.12.24—2015.1.10撰寫市場(chǎng)調(diào)查報(bào)告152015.1.11—2015.1.20六、確定調(diào)查地點(diǎn)調(diào)查地點(diǎn)與被