第林业企业市场营销(编辑修改稿)

第林业企业市场营销(编辑修改稿)内容摘要：

on, the level of consumption, etc. d. The products(产品 ) investigation: the evaluation of the products from the consumers, the exploration and designing for new products and the improvement for old products e. The petitive opponents(竞争对手 ) investigation: the number, distribution and the basic information of the opponents f. The price(价格 ) investigation: all the factors related to the price, the price elasticity of products demand, the price of substitute products and the tactics for price making of new products. g. The sales promotion(促进销售 ) investigation: advertisement, personal peddle, public relationships, etc. h. The selling channels(销售渠道 ) investigation: all kind of intermediate traders (批发商 , 零售商 , 代理商 , 经销商等 ), selection of storehouse location, the arrangement of transportation tools etc. Market forecast The basic theory of market forecast(基本原理 ) a. Coherence (连贯性原理 ) past (history) →now (present) → future b. Analogy (类推 ) similar things should have similar change and development law and pattern! c. Relevance (相关 ) The market situation depends on many factors and these factors are related to each others. infer, guess The methods of market forecast (1)Qualitative methods a. Delphi (德尔菲法 ) consult and synthesize the opinions from different experts the experts will give their opinions independently the process will be repeated many times until the opinions from experts are identical b. Analysis of related factors(相关因素分析法 ) analyze the change of the main factors which related to the products selling, in order to forecast the demand development. (2) Quantitative methods (定量方法 ) a. Order analysis (序列分析法 )。