如何将目标消费者转换成购买者 课程内容 尼尔森大学大中华区 2012 课程

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1 尼尔森大学大中华区 2012 课程 如何将目标消费者转换成购买者 为什么有的品牌知名度高, 市场份额却不尽人意? 如何影响消费者在货架前的决策, 提高我产品的购买率和频次? 在大量媒体 信息和促销活动的炮轰下, 如何获得消费者的关注, 让我的产品脱颖而出? 这一切都使真正地了解购买者变得尤为重要 目标 本课程将使您完整地学习如何真正懂得您的购买者, 如何运用您对购买者的了解来提高经营业绩 通过对整套理论 方法论 最优方法和案例的学习, 您将能够设计出适用于您经营需求的研究方案 与此同时, 您将更深入地了解您的产品购买者 对象 本课程适用于希望进一步提高对购买者了解程度的市场研究, 品牌管理和销售管理人员 课程内容 如何全方位了解您的购买者 ; 影响购买行为的重要因素 ; 如何设计专属您的购买者研究模型如何选择正确的研究方法 ; 如何控制研究项目的执行 ; 如何分析数据从而得到您想要的信息 ; 受益 通过本课程您将得到通过不同的方法论和技术手段来了解您的购买者 ; 如何选择正确的研究方法 ; 用最优的方法, 最低的成本获取更高的投资回报率 ; 问卷设计 ; 使用框架式流程控制项目的执行 ; 购买者研究模型的主要指标和内容 ; 提高分析与陈述能力 ; 关于尼尔森 尼尔森 ( 纽约证券交易所股票代码 :NLSN) 是全球首屈一指的资讯和洞察公司, 提供市场营销和消费者资讯以及电视 互联网 移动等媒体监测和研究 尼尔森业务遍布全球 100 个国家和地区, 总部位于美国纽约和荷兰 如需详情, 请登录尼尔森全球网站

2 尼尔森大学大中华区 2012 课程 课程安排 第一天 第二天 上午下午上午下午 购买者的购买决定途径购买者研究可解决的商业问题购买者研究的各种研究方法论和技术手段如何适时运用合适的方法购买者研究调查模型简介优化研究方法, 规模和样本量研究方案的设计和分析的最优方法案例研究购买者研究模型的问卷开发项目执行和管理, 分享最佳案例如何联合零售商进行合作研究根据要解决的商业问题和相关的行业建立分析框架理解购买者研究模型的主要指标及其应用 第三天 上午 下午 最佳研究报告分享模拟练习案例回顾与讨论课程总结 课程主任 车尚勋 (Cha Sang Hoon) 总监领导尼尔森上海快速消费品研究部门, 是购买者研究领域的专家, 在定性和定量研究领域拥有超过 10 年的消费者研究经验 他在尼尔森的职业生涯始于尼尔森韩国分公司 在此期间他从事快速消费品行业 耐用品行业 IT 产业和汽车产业的跨国研究 他为许多全球性制造商在 30 多个国家和地区进行市场分析研究 4 年前他来到尼尔森在中国的分公司, 专攻购买者行为和快速消费品研究, 其中包括饮料 食品 个人护理和家用消费品等 他在执行各种购买者领域专家研究项目上拥有丰富的经验, 其中包括市场分类研究, 商品采购, 零售商研究和价格优化组合 车尚勋总监, 专项研究部尼尔森公司

3 尼尔森大学大中华区 2012 课程 收费 课程费用为人民币 9,800 元, 包括学费 会议设施费 茶点费 午餐费 文具费和其他相关材料费 日期 / 语言 / 地点 上海 :2012 年 6 月 4 日 - 6 日汉语授课 / 上海万怡浦西酒店 ; 上海市恒丰路 338 号 广州 :2012 年 5 月 17 日 - 18 日汉语授课 / 广州中国大酒店 ; 广州市流花路 122 号 北京 :2012 年 5 月 16 日 - 18 日汉语授课 / 北京丽亭酒店 ; 北京市金宝街 97 号 撤销席位 开课前 15 天 ( 含第 15 天 ) 之前取消课程, 将退还全部学费 因为退款所发生的费用由学员 / 学员企业承担 在开课前 15 天之内取消课程, 将收取应付学费总额的 20% 开课后, 学员因任何原因自行退出学习, 学费概不退还 * 尼尔森保留对课程信息 ( 包括价格 日期 地点 师资 课程安排和其他细节等 ) 进行调整的权利 联系方式 尼尔森公司尼尔森大学客户服务部地址 : 上海市延安东路 618 号东海商业中心 2 楼邮编 : 电话 :(86 21) 邮箱 :NU-Info@nielsen.com 网站 : 法律声明版权 2012, 尼尔森公司 版权所有, 尼尔森和尼尔森的 logo 是 CZT/ANC Trademarks, L.L.C. 商标或注册商标 尼尔森大学 并非学术教学机构, 而是尼尔森公司内部向客户提供有关市场研究和市场营销相关培训的部门

4 Nielsen University Greater China 2012 Curriculum Turning Target Consumers into Shoppers Why does my brand awareness not turn into market share? Planned purchases brought consumers into stores, unplanned purchases expanded basket-sizes. How to influence both planned and unplanned purchases? With unlimited amount of media, information and activities competing for the only scarcities left in the market place, consumer s time and attention, the importance of understanding shoppers has become unprecedented. Training Objective The programme is design to provide a complete understanding of how to understand shoppers and apply to the learning to improve business performance. Through combination of theories, methodology introduction, best practices and case studies, you will be able to design the research solutions to address your business needs and provide a deeper understanding of the shoppers of your products. Who should attend? Consumer insights or brand management and sales operation team members who would like to improve own expertise in understanding shoppers. Program Coverage Different methodology and technology to understand shoppers Ways to decide choose the right research methodology Tips to optimize methodology, scope and sample for greater Return On Investment Questionnaire development Frame works and process to manage project execution Key metrics and protocols for Shopper studies Analytics and presentation skill enhancement About Nielsen Nielsen Holdings N.V. (NYSE: NLSN) is a global provider of information and insights company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit Program Benefits Participants in the programme will learn: How to understand shoppers from 360 degree. The key influences on shopper behavior How to design a research framework to address my specific shopper issues How to choose the right research methodology to address my specific shopper issues How to manage the implementation of research programme How to analyze the issues based on collected information

5 Nielsen University Greater China 2012 Curriculum Program Schedule Day 1 Day 2 Day 3 Morning Afternoon Morning Afternoon Morning Afternoon Introduction to Path to Purchase Shopper Framework Overview of key business issues shopper study addresses Introduction to different methodology & technology When and how to apply different methodologies Introduction to designing research for Shopper studies Optimizing study methodology, scope, sample and etc. Best practice of study design and presentation Case study research design Questionnaire development for Shopper studies. Managing project fieldwork, best practices and engaging with retailers Framing the study report and flowing it to form a storyline based on different business issues and focus area Understanding key metrics and protocols for Shopper studies Presenting best practice study report Practice report writing using ready-made slides & deriving insights Case study review and discussion Program summary and closing Program Director Sang Hoon Paul Cha is currently director and Shopper Study DEA (Domain Expert Area) leader and also SH FMCG leader at Nielsen with over 10 years of consumer research experience including both quantitative and qualitative research areas. He began his career at Nielsen in Nielsen Korea specializing on international researches on FMCG, durables, IT and automotive industries. He conducted market research across over 30 countries for various global manufactures. After being relocated to Nielsen China 4 years ago, he worked in Nielsen China with particular focus on Shopper DEA and FMCG products including beverages, food, personal care & household products. He is experienced in conducting various market research techniques in shopper DEA with expertise on segmentation study, assortment & merchandizing, retailer study and price portfolio optimization. Sang Hoon Cha Director Customized Research Nielsen China

6 Nielsen University Greater China 2012 Curriculum Fee The cost of the programme is RMB9,800, which includes tuition, meeting facilities, tea breaks, lunches, stationary and other course materials. Date / Language / Venue Shanghai: Jun 4-6, 2012 / Chinese / Marriot Courtyard Shanghai Puxi Hotel, 338 Heng Feng Rd, Shanghai Guangzhou: May 17-18, 2012 / Chinese / China Hotel, 122 Liu Hua Rd, Guangzhou Beijing: May 16 18, 2012 / Chinese / The Park Plaza Beijing Hotel, 97 Jing Bao Street, Beijing Cancellations Any cancellation made 15 days or more prior to the programme start data is eligible for a full refund of programme fees paid. However, the expenses arising therefrom shall be for the account of the applicant or his/her employer. Any cancellation made less than 15 days prior to the programme start date shall be subject to a fee of 20 percent of total programme fees. After the proramme starts, no fees shall be refunded for participants who withdraw from the programme for any reason. * Nielsen reserves the right to amend information on this programme including price, date, location, faculty, daily schedule and other details. Contact Information China Customer Service Team Nielsen University The Nielsen Company 2F, East Ocean Center, 618 Yan An East Road, Shanghai, , P.R.C. Tel: (86 21) NU-Info@nielsen.com Website: Legal statement Copyright 2012 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Nielsen University is not a registered academic institute and is a department of The Nielsen Company providing client related training on market insights and sales & marketing management.