3、長(zhǎng)江后浪推前浪

3、長(zhǎng)江后浪推前浪

根據(jù)Innovo的intern training schedule，兩個(gè)實(shí)習(xí)生用了兩周的時(shí)間在公司的各個(gè)部門分別接受了培訓(xùn)，目的是為了讓他們對(duì)Innovo的business operation（商務(wù)運(yùn)作）流程有個(gè)初步的了解，為下一步接觸具體工作做準(zhǔn)備。兩周后，兩個(gè)年輕人完成了這個(gè)round。回到Marketing Department接手任務(wù)。

根據(jù)他們之前并沒有做marketing的實(shí)際經(jīng)驗(yàn)這個(gè)情況，Nancy覺得應(yīng)該讓他們從做market survey（市場(chǎng)調(diào)查）開始。Marketing Department現(xiàn)在正在準(zhǔn)備制定新的營(yíng)銷方案，前期需要做關(guān)于market share（市場(chǎng)份額），customer evaluation（客戶評(píng)價(jià)）和product usage feedback（產(chǎn)品使用反饋）等相關(guān)內(nèi)容的調(diào)查。Survey其實(shí)就是用field research（實(shí)地調(diào)研）和questionnaire（問卷）相結(jié)合的方式，collect data（收集數(shù)據(jù)）并根據(jù)這些data做出初步的analysis。在校大學(xué)生和新入職的員工往往都是從做survey開始了解business operation的。

這兩個(gè)實(shí)習(xí)生態(tài)度非常認(rèn)真，任勞任怨，加班加點(diǎn)地準(zhǔn)備questionnaire，從定位和尋找被調(diào)查者，到解釋問卷目的并解答他們的疑問，然后再一份一份地收回問卷。短短三天的時(shí)間里，他們完成了對(duì)兩百人的問卷調(diào)查。然后根據(jù)收集到的data做出了一個(gè)PPT presentation。遇到不清楚或不確定的地方，他們就找Marketing Department的同事們請(qǐng)教，大家都認(rèn)為這兩個(gè)實(shí)習(xí)生的悟性很高，很多東西一點(diǎn)就通。90后的potential（潛力）讓大家刮目相看，一改以前的stereotype（固定形象）。

　　How to Make a Market Survey

Be clear of the target to be achieved via the survey.

Employ the best and most efficient survey tools and approaches.

Ask for help and suggestion from those experienced.

Make concise and understandable charts and graphs to present your survey result.

他們把survey presentation準(zhǔn)備好以后，向Nancy請(qǐng)示匯報(bào)結(jié)果。Nancy把Marketing Department的同事們都召集過來，大家一起check（檢驗(yàn)）實(shí)習(xí)生的工作成果。男實(shí)習(xí)生Henderson負(fù)責(zé)匯報(bào)，女實(shí)習(xí)生Pink幫他翻PPT，并在必要的時(shí)候做補(bǔ)充。

Nancy先表?yè)P(yáng)了兩個(gè)孩子這些天以來的認(rèn)真和努力，然后請(qǐng)大家鼓掌歡迎他們匯報(bào)survey result。

Thank you, Ms. Cui. We conducted eight focus groups, each with 10 to 12 people who currently use the product. In this pie chart, the yellow-shaded area represents those participants who buy the product from Innovo, and they comprise only 13％ of the people we spoke with. That's consistent with Innovo's market share segment.

We asked the participants what features they wanted when purchasing the product and this table shows their answers in descending order of importance. As you can see across this row and down this column, Vision Corporation's current product offering includes only one of the top three most desired features.

Finally, we asked the participants to rank the product offered by Vision Corporation against those of the top four competitors, and the results are shown in this bar chart. Vision Corporation received the best rankings for "affordability", but suffered in all the other categories. This line graph shows that these figures have held steady over the time we've conducted these focus groups. We believe this means that our company would be justified in raising the price of its product and using the additional revenue to improve the product's features.

從這兩位實(shí)習(xí)生的報(bào)告中可以看出，他們不僅做出了科學(xué)合理的questionnaire，還把調(diào)查結(jié)果進(jìn)行了系統(tǒng)分析，提出了改良現(xiàn)狀的建議。雖然有些想法還不夠成熟，但調(diào)查工作整體上已經(jīng)很令人滿意了。根據(jù)他們的capacities, Marketing Department接下來的工作可以放心讓他們participate（參與）了。

Nancy看著他們，感到“長(zhǎng)江后浪推前浪”的壓力。自己一定要不斷學(xué)習(xí)，不斷積累經(jīng)驗(yàn)，才不會(huì)很快被“拍死在沙灘上”。這些新人的加盟，才是公司未來發(fā)展壯大的動(dòng)力。