Research approach研究方法
本文对我们分析的情况下，浙江盛跃电子，科技有限责任公司，从而弄清楚中国的制造业务适当的营销策略。珍妮弗·普拉特认为，案例研究是一种研究设计的逻辑，必须把研究对象考虑（珍妮弗·普拉特，1999年）的情况和兼容性。尹强调设计逻辑是一种实证研究是用来探索所研究的现象，当前形势的关系，尤其是当这种现象和当前情况都很难分辨（罗伯特ķ尹，1981年） 。这种研究方法在很大程度上依赖于面试官，所以提高了面试官的能力和素质是非常关注的问题研究。案例研究可以使读者完全理解一些复杂的社会现象，和面试官可以保持现实生活的本质。从某种程度上说，案例研究与实验研究，使研究人员可以通过这样的方式得出一些理论结论。和案例研究更适合处理一些问题，如“如何”和“为什么”;它是一种实证研究（威乐Inkeri，尤卡海诺宁，2014年）的。This paper makes us analyze case the Zhejiang Shengyue Electronic & Technological Co., LTD, thereby figure out an appropriate marketing strategy for Chinese manufacturing business. Jennifer Platt thinks that case study is a kind of logic of research design which must take situation and compatibility of the research subject into consideration (Jennifer Platt, 1999). And Yin emphasizes that design logic is a kind of empirical study which is used to explore the relationship of the phenomenon that is researched and the current situation, especially when the phenomenon and the current situation are difficult to distinguish (Robert k. Yin, 1981). This kind of research method relies heavily on the interviewer, so improving the interviewer’s ability and diathesis is of great concern to the study. Case study can make readers understand some complex social phenomena completely, and interviewer can keep the nature of real life. To some extent, case study is similar to experimental study, so researcher can draw some theoretical conclusions through this way. And case study is more suitable to deal with some questions such as “how” and “why”; it is a kind of empirical study (Ville Inkeri , Jukka Heinonen, 2014).With the above introduction about research methods we understand that the induction approach and the conclusive research approach are more suitable to study on this case. We can use the induction approach to study the internal business survey. Because the induction is an effective approach to understand the nature of business or issue, and our aim is to get more information about Shengyue Company, such as its products, structure and competitors. As for the external customer survey, our aim is to have a general understanding of the Shengyue Company’s performance, including the customers’ attitudes to a product and the level of customers’ satisfaction. So conclusive research approach is the best way to analyze and measure the business’s performance. The next is data collection, and it needs to go through two procedures: in-depth interview and structured interview. During the interview, questions should aim to explore the current business situation, the external competition and customer understanding as well as marketing strategy of the company. And the interviewer should pay attention to several points during the research interview. Firstly, the interview should be operated one by one in order to have a good insight and take effect. It can last between 30 and 90 minutes. Secondly, all questions should be detail, open-minded and related to the topic. Lastly, e-mail interview is better than other approaches because interviewees will have enough time to answer questions. The following is data analysis. In this part, the non-quantifying method will be applied because it is suitable to analyze the qualitative data (Cinzia Battistella, 2014).
So what do we need to do before and during the case study? You need to have a good comprehension of analytics and be sensitive to numbers. Number is the most convictive part of a case study and readers can be clear at a glance. Using a structured approach also makes difference which can make all the questions focus on the most fundamental issue. Then, the interviewer should have a good psychological quality. If the answer is not the same with your imagine or not ideal during the interview, the interviewer should keep calm and don’t be panic. The interviewer should give enough time to the interviewees so that they can answer the questions unhurriedly and the interviewer also has more time to organize their answers. And th
