CIS项目调研计划.doc

CIS项目调研计划一、调研时间7个工作日（其中现场调研一天）二、调研范围1、企业实态(员工素质、品牌的开拓能力、产品结构、企业竞争优势)2、企业形象(企业在员工心中形象、企业在消费者心中形象)3、品牌资源(品牌概念、品牌资源优势及不足、产品宣传与形象塑造)三、具体调研细项1）案头分析A、企业资料：包含但不限于公司简介、公司发展历史大事志、企业内刊、董事长或总经理重要讲话稿（发言稿）、公司中长期发展战略规划、公司年度经营规划、组织结构图、重要会议纪要、高层团队（含股东、董事）个人简介、产品组合介绍、产品销售情况（年销量、市场占有率、差异化特点等）、工厂建设/分公司设立情况（时间、地点、规模）、公司基本行政管理制度、员工年龄结构分布图、员工学历结构分析图、员工工龄结构分析图、直接参与研发/生产/销售/管理的人员比例图、生产现场管理制度、原有企业形象设计资料等。B、行业资料：包含但不限于公司订阅的知名行业杂志/报纸、公司所掌握的最新行业研究报告、公司所掌握的国内外主要同业竞争对手公司名称/网址/情况介绍、公司主要供应商名称/网址/情况介绍、公司主要客户公司名称/网址/情况介绍等。（如果无与以上主题相关的直接资料，请根据内容提供间接相关的资料。除上述资料外，公司可协助提供的有参考价值的资料，如企业内刊、行业专业杂志、调研报告等，我们将非常感谢。资料请提前准备，当日可以文本及电子格式转交，交付的资料请列明清单，我们予以签收确认）2）访谈计划n 以结构性面谈为主，非结构性面谈为辅。n 访谈提纲访谈对象为公司高层以及CI决策委员会全体成员，以单独访谈形式进行。高层CI调研访谈提纲访谈对象：高层访谈内容：1、介绍企业的过去、现在、未来。 (即企业的发展历史；现在规模和员工素质、产品种类等；以及未来的发展目标)2、企业是依据何种想法去进行经营及发展?3、能否说明企业的经营或发展定位是什么?4、历年来，企业获得何种荣誉及称号?5、能否列出目前企业的十大竞争优势与十大不足与改进?6、企业在合作者及消费者的心中印象如何?7、公司下属有那些相关企业及产品，以及各品牌经营情况、形象宣传情况如何?8、公司的产品品牌资源利用、广告宣传状况如何?9、竞争对手情况，有关营销及形象宣传情况，所了解有那些?10、员工行为规范应特别强调那些方面内容?有什么行为规范句子可以提供参考? 11、您平时有那些座右铭，或对下属传达的思想警句?12、对本次CI工程开展有哪些要求?期望得到什么成果?决委会成员调研访谈提纲访谈对象：决委会成员访谈内容：1、本行业(市场)的过去、现在、未来的趋势如何?2、目前企业给顾客或公众是一个怎样的总体印象?例如：1、企业的印象如何?人的印象如何?事的印象如何?物(硬件)的印象如何?3、企业目前最优良、最有特色的企业优势有什么?各品牌优势有什么?产品优势有什么?不足地方有哪些?4、企业的管理情况如何?规章制度有那些?执行情况如何?5、目前企业对内的文化标语有哪些?今后拟应突出哪些方面内容?6、您认为企业文化观念教育应强调什么内容?例如：1、管理方面；2、产品方面；3、销售方面；人才方面；学习方面；道德方面。7、企业的上下级关系、与客户关系、与社会关系等，以前有什么行为规范?如果制定员工行为规范，您认为应突出什么方面内容?有什么行为规范句子可以提供参考?8、企业目前竞争对手情况如何?竞争对手或同业中有什么广告语较好?社会上流行的广告语，您最欣赏有哪些?9、企业目前主要销售目标顾客有哪些?产品在全地区销售分布情况如何?10、对目前企业的员工素质、品牌开拓能力、产品结构的看法如何?今后有那些进行改进及提升的地方?11、目前企业对外的广告宣传状况如何?广告分布在哪些媒体和地区?企业目前对外的广告语有哪些?今后拟应突出哪些方面?12、对本次CI工程开展有哪些要求?期望得到什么成果?3）现场考察客户公司应安排咨询顾问和设计师进行现场观察，包含但不限于办公设施、工厂车间、周边环境、机械设备等，以便于咨询顾问和设计师对客户公司的企业形象有一定的感性认识。其中设计师将进行现场拍照。内部资料，请勿外传！9JWKffwvG#tYM*Jg&6a*CZ7H$dq8KqqfHVZFedswSyXTy#&QA9wkxFyeQ!djs#XuyUP2kNXpRWXmA&UE9aQGn8xp$R#͑GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmUE9aQGn8xp$R#͑GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z8vG#tYM*Jg&6a*CZ7H$dq8KqqfHVZFedswSyXTy#&QA9wkxFyeQ!djs#XuyUP2kNXpRWXmA&UE9aQGn8xp$R#͑GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxG89AmUE9aQGn8xp$R#͑GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z8vG#tYM*Jg&6a*CZ7H$dq8KqqfHVZFedswSyXTy#&QA9wkxFyeQ!djs#XuyUP2kNXpRWXmA&UE9aQGn8xp$R#͑GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmUE9aQGn8xp$R#͑GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNuGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$U*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89Amv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$U*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz84!z89Amv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$U*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$UE9wEwZ#QcUE%&qYpEh5pDx2zVkum&gTXRm6X4NGpP$vSTT#&ksv*3tnGK8!z89AmYWv*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!zn%Mz849GxGjqv$U*3tnGK8!z89AmYWpazadNu#KN&MuWFA5uxY7JnD6YWRrWwcvR9CpbK!z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