1. the use of industrial market research to develop market strategy

Market strategy refers to the overall planning of an enterprise to determine its goal, direction and path in the market according to the market environment and its own resources. Marketing strategy is the long-term development plan of an enterprise and the basis for guiding the enterprise to carry out marketing activities. The use of industrial market research to develop a market strategy, including the following steps:

Market environment analysis. Market environment analysis refers to the systematic collection, collation, analysis and evaluation of the internal and external environment of the industrial market to understand the opportunities and threats of the market, as well as the advantages and disadvantages of the enterprise.

Market environment analysis can use PEST analysis, SWOT analysis, five forces analysis and other methods, from the political, economic, social, technical, competitive, customer and other perspectives, a comprehensive grasp of the current situation and trends of the market, to provide an objective basis for the formulation of market strategy.

Market segmentation. Market segmentation refers to the process of dividing the market into a number of relatively balanced, relatively independent and relatively stable sub-markets according to the characteristics and needs of the industrial market. The purpose of market segmentation is to better meet different market needs and improve the effectiveness and efficiency of the market.

Market segmentation can use multiple dimensions such as geography, industry, scale, use, and purchase behavior to divide the market from a macro and micro perspective to provide a clear direction for the formulation of market strategy.

Target market selection. Target market selection refers to the process of selecting one or several potential and attractive sub-markets as the main market of the enterprise based on the objectives and resources of the enterprise. The purpose of target market selection is to concentrate the energy and resources of the enterprise and improve the concentration and professionalism of the market.

Target market selection can be used market attractiveness-enterprise competitiveness matrix, Boston matrix, Ansoff matrix and other methods, from the market size, growth, profit, competition, risk and other perspectives, the market assessment and selection, for the formulation of market strategy to provide clear objectives.

Market positioning. Market positioning refers to the process of determining the image and position of an enterprise in the market according to the objectives and resources of the enterprise, as well as the characteristics and needs of the target market. The purpose of market positioning is to highlight the differentiated advantages of enterprises and improve market awareness and loyalty.

Market positioning can adopt multiple dimensions such as product attributes, user groups, use occasions, competitors, and emotional associations to position the market from a functional and emotional perspective and provide strong support for the formulation of market strategies.

2. use industrial market research to develop marketing strategies

Marketing strategy refers to the detailed planning of specific actions and measures in the market according to the market strategy. Marketing strategy is the short-term execution plan of an enterprise and an important means to realize the market strategy. The use of industrial market research to develop marketing strategies, including the following steps:

product strategy. Product strategy refers to the enterprise according to the market positioning, determine its products or services in the market to provide the content and form of planning. Product strategy is the core of marketing strategy, is the main factor affecting market demand and satisfaction.

Product strategy can use product life cycle, product portfolio, product innovation and other methods, from the product design, development, production, improvement and other aspects of product planning, for the formulation of marketing strategies to provide the basis for the product.

Pricing strategies. Pricing strategy refers to the planning of an enterprise to determine the price level and change mode of the products or services it provides in the market according to its market positioning. Pricing strategy is the key to marketing strategy and the main factor affecting market revenue and profit.

Pricing strategy can use cost-oriented, demand-oriented, competition-oriented, value-oriented and other methods, from the product cost, demand, competition, value and other angles, the price planning, for the formulation of marketing strategy to provide a reasonable price.

Channel strategy. Channel strategy refers to the planning of the selection and management of distribution channels for products or services provided by an enterprise according to its market positioning. Channel strategy is an important part of marketing strategy and the main factor affecting market coverage and efficiency.

Channel strategy can use direct channels, indirect channels, multi-channel, vertical channels, horizontal channels and other methods, from the length of the channel, width, depth, control and other aspects of the channel planning, to provide effective channels for the formulation of marketing strategies.

Promotion strategy. Promotion strategy refers to the enterprise according to the market positioning, determine its products or services in the market to provide the way and means of promotion planning. Promotion strategy is an important part of marketing strategy and the main factor that affects market communication and influence.

Promotion strategy can use advertising, public relations, sales promotion, personal sales, direct marketing, network marketing and other methods, from the communication objectives, content, media, effects and other aspects of the promotion planning, for the formulation of marketing strategies to provide effective promotion.

3. the use of industrial market research to assess the effectiveness of marketing strategies and

The development of marketing strategy and marketing strategy is not a one-time activity, but needs to be constantly monitored and evaluated to test whether it meets the changes and needs of the market, and whether it achieves the desired goals and effects. The use of industrial market research to assess the effectiveness of marketing strategies and marketing strategies consists of the following steps:

Set goals and indicators for the assessment. The objectives and indicators of the assessment are the basis and criteria for the assessment, which determine the content and scope of the assessment, as well as the methods and tools of the assessment. The objectives and indicators of the assessment should be clearly and specifically set and described according to the objectives and contents of the market strategy and marketing strategy, as well as the characteristics and needs of the market, avoiding vague and generalized expressions, and ensuring the feasibility and effectiveness of the assessment.

Collect data and information for the assessment. The data and information of the assessment is the basis and basis of the assessment, which determines the content and depth of the assessment, as well as the value and significance of the assessment. The data and information of the assessment should be collected and collated effectively and systematically according to the objectives and indicators of the assessment, as well as the methods and tools of the assessment, so as to avoid ineffective and scattered collection and processing and ensure the authenticity and integrity of the assessment.

Analyze the assessed data and information. Analyzing the data and information of the assessment is the core and key of the assessment, which determines the results and conclusions of the assessment, as well as the impact and role of the assessment. The data and information for analysis and evaluation should be analyzed and evaluated logically and scientifically in accordance with the objectives and indicators of the evaluation, as well as the methods and tools of the evaluation, avoiding subjective and one-sided judgments and expressions, and ensuring the objectivity and rationality of the evaluation.

Propose evaluation recommendations and improvements. It is the purpose and outcome of the evaluation to make recommendations and improvements of the evaluation, which determines the feedback and improvement of the evaluation, as well as the evaluation and feedback of the evaluation. The suggestions and improvements of the evaluation should be based on the data and information of the analysis and evaluation, as well as the objectives and indicators of the evaluation, targeted and operable presentation, avoid vague and abstract presentation and presentation, and ensure the practicality and effectiveness of the evaluation.

Conclusion

Industrial market research is a kind of market research activity that analyzes and predicts the current situation, trends, problems and opportunities in the production, sales and consumption of industrial products, which plays an important role in guiding and helping the producers, distributors, purchasers and policy makers of industrial products.

This paper discusses how to use industrial market research to help enterprises to formulate effective market strategies and marketing strategies, and puts forward some methods and suggestions from the aspects of market environment analysis, market segmentation, target market selection, market positioning and competitive strategy, hoping to inspire and help the formulation and implementation of enterprise's market strategy and marketing strategy.