Industrial market research refers to the systematic information collection, analysis and interpretation of the production, sales and consumption of industrial products or services to help enterprises formulate effective market strategies and decisions. Industrial market research is complex, professional and dynamic, which requires the research team to have a high level of knowledge, skills and experience, as well as good communication and collaboration skills. This paper discusses how to build an efficient and professional industrial market research team, and how to establish a good cooperative relationship with customers and other partners to improve the quality and value of industrial market research from the aspects of the content, process, methods and tools of industrial market research. This paper also combines the many years of practical experience of Shangpu Consulting in the field of industrial market research, shares some successful cases and lessons learned, and provides reference and reference for practitioners and customers of industrial market research.

Content of 1. Industrial Market Research

Industrial market research refers to the systematic information collection, analysis and interpretation of the production, sales and consumption of industrial products or services to help enterprises formulate effective market strategies and decisions. Industrial market research involves:

Industry analysis: analyze the development history, current situation, trend, scale, structure, competition pattern, policies and regulations, technological innovation and other aspects of the industry, reveal the opportunities and challenges of the industry, and provide the basis for enterprises to formulate industry strategies.

Market segmentation: According to the different characteristics, functions and uses of products or services, the market is divided into a number of relatively balanced and obviously different sub-markets, and the demand, growth rate, profit margin, competition degree and other indicators of each market segment are analyzed to determine the target market segment and differentiation positioning strategy.

User behavior research: to understand the user (including end users and intermediate users) demand motivation, purchase process, usage habits, satisfaction and other aspects, to reveal the user's preferences and needs changes, for enterprises to design product or service characteristics, to provide a basis for the development of marketing strategies.

Channel model research: analyze the characteristics, advantages and disadvantages, operating models and other aspects of various channels in the industry (including direct sales channels and indirect channels), evaluate the adaptability and influence of each channel on products or services, and provide a basis for enterprises to choose the appropriate channel model.

Competitor survey: collect and analyze the basic information (such as scale, region, product or service scope, etc.), strategic intention, core competitiveness, market performance, advantages and disadvantages of competitors (including direct competitors and potential competitors), evaluate the strength and threat of competitors, and provide basis for enterprises to formulate competitive strategies.

Market entry research: Analyze the attractiveness, feasibility, and risks of the target market to provide a basis for companies to decide whether to enter new markets or expand existing markets.

Consumer research: analyze the characteristics, behavior and psychology of consumers (including individual consumers and organizational consumers), understand the needs, preferences and satisfaction of consumers, and provide suggestions and suggestions for the improvement of products or services for enterprises.

2. the process of industrial market research

The process of industrial market research generally includes the following steps:

Determine the purpose and scope of the study: clarify the theme, objectives, content, scope, time and other elements of the study, and provide guidance for the design and implementation of the follow-up study.

Design research plan: according to the purpose and scope of the research, select the appropriate research methods (such as qualitative research or quantitative research), data sources (such as first-hand data or second-hand data), data collection methods (such as interviews, questionnaires, observation, etc.), data analysis methods (such as descriptive analysis or inferential analysis), etc., and formulate a detailed research plan and budget.

Collect and organize data: according to the research plan, obtain the required data from various channels, and carry out cleaning, verification, classification and other operations to ensure the validity and reliability of the data.

Analyze and interpret data: Apply appropriate statistical methods and tools to analyze and interpret the data collected, draw meaningful conclusions and recommendations, and answer research questions.

Write and submit reports: present the research process and results in written form, including summary, catalog, body, appendix, etc., and submit reports according to customer requirements.

3. methods and tools for industrial market research

The methods of industrial market research can be divided into qualitative research and quantitative research. Qualitative research refers to the collection of non-numerical data through unstructured or semi-structured methods to gain insight into the reasons, motivations, and attitudes behind market phenomena. Quantitative research refers to the collection of numerical data in a structured manner to objectively describe and measure the size, characteristics, and relationships of market phenomena. The two methods have their own advantages and disadvantages, and generally need to be used in combination to complement and verify each other.

The qualitative methods commonly used in industrial market research are:

Interview: Through face-to-face or telephone communication with target objects (such as users, channel providers, competitors, etc.), to obtain their views, feelings and experiences on a certain topic or problem. Interviews can be unstructured (no fixed list of questions) or semi-structured (with a few guiding questions). Interviews can obtain in-depth and rich information, but it takes more time and cost, and is difficult to quantify and analyze.

Questionnaire: By handing out a pre-designed list of questions to the target audience to obtain their answers to a topic or question. The questionnaire may be paper (e. g., mailed, distributed, etc.), electronic (e. g., web, email, WeChat, etc.) or oral (e. g., telephone, video, etc.). Questionnaires can obtain a large amount of standardized data for quantitative analysis, but attention needs to be paid to designing reasonable questions and options to avoid guidance and bias.

Observation: Obtain the actual situation of a topic or problem by directly or indirectly observing the behavior, performance, reaction, etc. of target objects (e. g. users, channel providers, competitors, etc.) in a scene or situation. Observations can be natural (do not interfere with the normal behavior of the target subject) or artificial (set specific tasks or stimuli). Observation can obtain real and objective information, but it is necessary to protect the privacy and rights of the target object and avoid interference and misunderstanding.

The quantitative methods commonly used in industrial market research are:

Experiment: Obtain the causal relationship between target objects (e. g. users, distributors, competitors, etc.) by intervening or manipulating them under controlled conditions to observe their reactions or results to a topic or problem. Experiments can be laboratory (conducted in a human-set environment) or field (conducted in a naturally occurring environment). The experiment can obtain effective and reliable information, but we need to pay attention to control variables and random grouping to avoid confounding factors and selection bias.

Sample survey: By randomly selecting a certain number of sample objects (e. g. users, channel providers, competitors, etc.) from the target population, collect their data on a topic or problem, and infer the characteristics or patterns of the population. The sampling survey can be probability sampling (the probability of each object being selected is known and equal or unequal) or non-probability sampling (the probability of each object being selected is unknown or uncontrollable). Sample surveys can obtain representative and universal information, but care needs to be taken to determine appropriate sampling methods and sampling volumes to avoid sampling errors and non-sampling errors.

Statistical analysis: through the use of mathematical and statistical principles and methods, the collected data to organize, describe, infer, predict and other operations, to draw meaningful conclusions and recommendations. Statistical analysis can be descriptive (describing the distribution, concentration, dispersion, etc. of the data) or inferential (inferring population parameters or testing hypotheses based on sample data). Statistical analysis can obtain objective scientific information, but attention should be paid to the selection of appropriate analytical methods and tools to avoid misuse and abuse.

Commonly used tools for industrial market research are:

Database: refers to a system or platform that collects and stores a large amount of relevant data, which can be easily queried, retrieved, updated and managed. The database can be public (such as official data released by the National Bureau of Statistics, industry associations, etc.) or private (such as the industry database built and continuously updated by Champ Consulting). Databases can provide fast and accurate information, but you need to pay attention to the source and timeliness of the data to avoid obsolescence and inaccuracy.

Software: refers to computer programs or applications that can assist in data collection, analysis, presentation and other functions, which can improve work efficiency and quality. Software can be generic (e. g.Excel、SPSS、PowerPointetc.), or it can be professional (e. g., market research software developed and used by Champ Consulting). Software can provide convenient and efficient functions, but it needs to be used and maintained correctly to avoid errors and malfunctions.

Hardware: refers to the physical equipment or equipment that can support data collection, analysis, presentation and other activities, which can enhance the work ability and effect. The hardware can be regular (such as computers, mobile phones, printers, etc.) or special (such as voice recorders, cameras, projectors, etc. equipped and used by Champ Consulting). Hardware can provide stable and reliable performance, but it needs to be maintained and updated to avoid damage and obsolescence.

4. Industrial Market Research Team

An industrial market research team is a working group of people with different professional backgrounds and skills to complete an industrial market research project. Industrial market research teams generally include the following roles:

Project Manager: Responsible for the planning, organization, coordination, control and evaluation of the entire project, is the leader and manager of the project team, and is the main communicator with customers and other partners. Project managers need to have strong project management skills, communication and collaboration skills, leadership and problem-solving skills, as well as extensive industry knowledge and market research experience.

Researcher: Responsible for the specific implementation of the project, including data collection, analysis, interpretation and other links, is the core member of the project team, but also the project quality assurance. Researchers need to have strong data collection ability, data analysis ability, data interpretation ability and report writing ability, as well as solid professional knowledge and market research skills.

Assistant: Responsible for the auxiliary support of the project, including data collation, proofreading, typesetting and other links, is an important member of the project team, but also the project efficiency improvement. The assistant needs to have strong data collation ability, proofreading and typesetting ability, careful patience and responsibility, as well as basic professional knowledge and market research skills.

To build an efficient and professional industrial market research team, we need to pay attention to the following aspects:

Clear objectives: Team members need to have a clear and consistent understanding of the objectives and scope of the project to avoid deviations or conflicts.

Assigning tasks: team members need to allocate their respective tasks and responsibilities reasonably according to their respective expertise and advantages, so as to avoid duplication or deficiency.

Coordination and communication: Team members need to maintain good communication and coordination, share information and feedback in a timely manner, and avoid misunderstandings or estrangement.

Learning from each other: team members need to learn from each other and learn from each other, constantly improve their own and team's professional level and work effect, and avoid the situation of satisfaction or stagnation.

Common progress: team members need to make progress and grow together, constantly sum up experiences and lessons, and avoid solidification or regression.

5. Cooperation in Industrial Market Research

Cooperation in industrial market research refers to the mutual collaboration and support between the industrial market research team and customers and other partners to achieve the successful completion of the project and the achievement of the objectives. Industrial market research partners generally include the following:

Client: Refers to the enterprise or organization that commissions an industrial market research project, which is the demand and beneficiary of the project, as well as the evaluator and payer of the project. Customers need to maintain close communication and cooperation with the industrial market research team, clearly put forward needs and expectations, provide timely feedback and suggestions, and recognize and respect the professionalism and independence of the industrial market research team.

Data Provider: An individual or organization that provides data or information for an industrial market research project, is the data source and basis of the project, and is also a participant and contributor to the project. The data provider needs to maintain a good cooperative relationship with the industrial market research team, provide data or information truthfully and accurately, understand and support the work purpose and method of the industrial market research team, and trust and abide by the confidentiality commitment of the industrial market research team.

Third-party institutions: refers to individuals or organizations that provide professional services or support for industrial market research projects, are auxiliary and assisting parties to the project, and are also partners and partners in the project. Third-party institutions need to maintain a good cooperative relationship with the industrial market research team, provide professional services or support efficiently and with high quality, respect and cooperate with the work plan and requirements of the industrial market research team, and trust and abide by the confidentiality commitment of the industrial market research team.

To establish a good industrial market research cooperation relationship, we need to pay attention to the following aspects:

Building trust: the industrial market research team needs to win the trust and respect of customers and other partners by demonstrating their professional ability, integrity attitude and quality service, so as to lay a solid foundation for subsequent cooperation.

Communication: The industrial market research team needs to maintain close contact with customers and other partners through timely and effective communication, understand each other's needs, expectations, problems, etc., and solve possible obstacles and difficulties in a timely manner.

Mutual understanding: The industrial market research team needs to think from the perspective of customers and other partners, understand their positions, motivations, feelings, etc., and avoid misunderstandings or conflicts.

Mutual support: the industrial market research team needs to enhance their confidence and motivation for the successful completion of the project by giving customers and other partners the necessary help, encouragement and praise at critical moments.

Learning from each other: Industrial market research teams need to continuously improve their professionalism and service quality by acquiring valuable knowledge, experience, and advice from customers and other partners.

6. cases and experiences of Champ Consulting

Shangpu Consulting is one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China.2008Since its establishment, it has been more.5000Our clients have provided professional market research and related consulting services, covering a wide range of industries, and have been awarded by the National Bureau of Statistics of China.“the People's Republic of China Foreign-related Investigation License”. Champu Consulting has a wealth of practical experience and success stories in the field of industrial market research, and the following are some of them:

An internationally renowned industrial products company: The company is the world's leading manufacturer and supplier of industrial products, mainly engaged in industrial automation, electrical transmission, mechanical transmission and other fields of products and services. The company commissioned Shangpu Consulting to conduct a research on the segmentation of the Chinese market to understand the scale, structure, demand, and competition of the Chinese market, and provide a basis for it to formulate its Chinese market strategy. Shangpu Consulting used in-depth interviews, questionnaires, database queries and other methods to conduct comprehensive and in-depth research on various segments of the Chinese market, providing the company with detailed and accurate reports, and giving targeted recommendations and strategies. The company is highly satisfied with the work of Champ Consulting and has established a long-term cooperative relationship with Champ Consulting.

A well-known domestic industrial robot company: The company is a leading domestic industrial robot manufacturer and service provider, mainly engaged in welding robots, handling robots, spraying robots and other fields of products and services. The company commissioned Shangpu Consulting to conduct user behavior research to understand users' demand motivation, purchase process, usage habits, satisfaction, etc. for industrial robots, and provide a basis for designing product characteristics and formulating marketing strategies. Shangpu Consulting uses observation, experimental, sample survey and other methods to systematically observe and analyze the behavior of users in different scenarios and situations, providing the company with rich and vivid reports, and giving valuable opinions and suggestions. The company is very recognized by the work of Champ Consulting and has maintained a good cooperative relationship with Champ Consulting.

A well-known domestic industrial software company: The company is a leading domestic industrial software developer and provider, mainly engaged in industrial design software, industrial simulation software, industrial management software and other fields of products and services. The company commissioned Shangpu Consulting to conduct a competitor survey to understand the basic information, strategic intentions, core competitiveness, market performance, advantages and disadvantages of competitors, and provide a basis for formulating competitive strategies. Shangpu Consulting used database query, network search, secret interviews and other methods to conduct a comprehensive and in-depth investigation and analysis of competitors, providing the company with an objective and scientific report, and giving targeted recommendations and strategies. The company appreciates the work of Champ Consulting and has established a strong cooperative relationship with Champ Consulting.

The lessons learned from Champu Consulting in the field of industrial market research are as follows:

Focus on professionalism: Industrial market research is complex, professional, dynamic and other characteristics, requiring the research team to have a high level of knowledge, skills and experience, as well as good communication and collaboration skills. Shangpu Consulting pays attention to training and introducing professional talents, establishing and improving the professional system, and improving the professional level and service quality.

Focus on innovation: industrial market research needs to select appropriate research methods, data sources, data collection methods, data analysis methods, etc. according to different project objectives and customer needs, and formulate detailed research plans and budgets. Shangpu Consulting focuses on innovative thinking and innovative methods, develops and uses self-developed market research software to improve work efficiency and effectiveness.

Focus on practicality: The ultimate goal of industrial market research is to provide customers with valuable information, conclusions and recommendations to help customers formulate effective market strategies and decisions. Shangpu Consulting pays attention to practicality and operability, combined with the actual situation and needs of customers, provides targeted and feasible reports, and gives specific implementation plans and follow-up services.

Conclusion

Industrial market research is a highly professional, complex and dynamic work, which requires an efficient and professional team and good cooperative relationship to ensure the smooth completion of the project and the achievement of the goal. This paper discusses how to build an efficient and professional industrial market research team, and how to establish a good cooperative relationship with customers and other partners to improve the quality and value of industrial market research from the aspects of the content, process, methods and tools of industrial market research. This paper also combines the many years of practical experience of Shangpu Consulting in the field of industrial market research, shares some successful cases and lessons learned, and provides reference and reference for practitioners and customers of industrial market research.