Research On The Aplication Of The Market Study Among The Marketing Of Domestic Enterprises.

The market information is the resource of great importance. The investigation and research for the market is a very crucial method to get the market information and realize the modernization for the enterprises management. With the establishment of our socialism market economic system, many economic departments have realized the importance of the market investigation and at the same time their demand for the market investigation is growing more and more high. As to these enterprises, it is very important to separate the reason and the aim of every market investigation and research. That is why we must carry out this investigation and research and what goal can we get from it. In the field of marketing sales the investigation is usually "the most important key" to do the work of marketing sales and this has become an fixed mode of the people who work in the marketing area. However, we must ask the question that what is the real significance and the true meaning of the marketing investigation and research? Is it for the investigation to do the investigation? And at another aspect some statistics show that there are less than 3/1000 enterprises that are only several million enterprises of the total number of forty million enterprises in our country, which have done the investigation and study. Yet the number of oversea enterprises which have done the investigation reach higher than 80%. Why the enterprises in China are not accustomed to the market investigation and research? Some of the enterprises in China may hold this views that the investigation does not work, some think that the data which comes from the company being responsible for the work of investigating is not accurate to be referred, only very few enterprises can take advantage of the investigation to find the business opportunity and perform the reasonable adjustments and the timing modification for marketing policy. So making the analysis of the characteristics and the problems which the marketing investigation industry may have will help us to make a deep step for booming up the realization and the improvement of the new industry in our country and further more it is of great significance to improve the marketing conception of our state-owned enterprises and promote the enterprises to be strengthened.In this paper we focus on the application of the market study and put the emphasis on the selection of the market investigation company and how to decide the aim and how to make the plan for the market investigation. In our country it is only more than 10 years for the people to make the study of the theory of investigating from the angle of marketing. The investigating measures also have been used in the population census , circulation of commodities, the enterprise keeps in stock and the summary of the advanced and less advanced model but it is very simple and irregular. In the past time, as the result of performing planned economy for a long time the enterprises produce, assign and allocate all according to the plan. There is no real sense of marketing activities. The enterprises only emphasize on the production, they don't care about the market and the marketinvestigating is of course out of question. With the establishment and the development of the of our market economic system the market has been running under a reasonable regulation, the pressure the enterprises now facing is becoming more and more heavy. The operators of the enterprises are more willing to organize the producing the commodity and managing according to the demand of the market. From following the plan closely before to tracing the market now, the managing conception for the operators of these enterprises has been greatly changed. The achievements of the study on the marketing research can meet the demands of the enterprises policy maker. Now many enterprises operator is taking more and more emphasis and appreciation on it.At another aspect, now except several big companies the situation for the industry of market investigation is not very good. It is partly because of the low investigating standard and low the popularization rate. Many managers have not changed their mind for the market principles and also they don't fully realize the importance of the market investigation. Among the research of the market in our country there are more market investigation companies in the big cities and less in the middle and small cities. Among these investigation companies the number of common investigators is big and they are lack of the investigators with high quality. The service these companies provide for investigation still stay on the level of qualitative analysis lack of accurate analysis; low standard investigation lack of high standard investigation which can provide the whole resolving method for the enterprise. There are other deficiencies like that: many companies mostly conduct the investigating and make the policy decision by sense not by the data of the marketing research.; the expense for the advertisement and the promotion is bigger than the market investigation and the developing for the commodity; the number of small scale investigation companies are more than big scale ones; the market investigation usually depends on subjectivity lack of scientific method. In this paper according to the existing status of the market investigation industry, we discuss the problem of the application of the market investigation for the enterprises in our country, and make the analysis to confirm the plans and the implementations of the market investigation during the marketing process of the enterprises. It provide the domestic enterprises with the theoretical and practical significance to confirm the deficiencies and the advantages of the enterprises. master the customers' demands, understand the circumstances of the competition, and to make a further step to improve the competitive ability, integrate the resource with efficiency, and make a reasonable aim in the cause of marketing sales.