Industrial market research refers to the market research and analysis of producers, distributors, purchasers and users of industrial products or services to understand the size, structure, demand, competition, trends and opportunities of the market, and to provide the basis and advice for the strategic decision-making of enterprises. Compared with consumer market research, industrial market research is more professional, complex and difficult, but also faces more risks and challenges, such as the reliability, validity and accessibility of data, as well as changes in customer needs, technological innovation and policy impact. Starting with the characteristics, methods, processes and cases of industrial market research, this paper discusses the risks and opportunities of industrial market research in the current market environment, and how to grasp and use market changes to provide professional solutions for enterprises.

Characteristics of 1. Industrial Market Research

Industrial market research is a kind of market research and analysis for industrial products or services. Its main characteristics are as follows:

Object complexity. Industrial market research includes not only end users, but also producers, distributors, buyers and other levels and roles of participants, each of which has different needs, preferences, decision-making processes and influencing factors, which need to be considered comprehensively.

Huge scale. Industrial market research covers a wide range of industries, from traditional manufacturing to emerging high-tech industries, from infrastructure construction to environmental protection, from energy resources to medical and health care, each industry has different characteristics, scale, structure and development The stage requires in-depth understanding.

Content is professional. Industrial market research involves products or services with high technical content, functional complexity and customization, and requires relevant professional knowledge, skills and experience to accurately assess their value, advantages and potential.

Diverse methods. The methods used in industrial market research include quantitative research and qualitative research, with quantitative research collecting and analyzing objective data mainly through questionnaires, data statistics and mathematical models, and qualitative research collecting and analyzing subjective information mainly through interviews, observations and case studies. The two methods complement each other and together constitute a complete industrial market research.

2. methods of industrial market research

Industrial market research can adopt the following common methods according to different purposes and contents:

Industry analysis. Industry analysis refers to the systematic investigation and analysis of the overall situation of a particular industry, including the definition, classification, scale, structure, development history, current situation, trends, drivers, constraints, competitive landscape, policy environment, etc. of the industry, as well as the characteristics and opportunities of each market segment within the industry. The purpose of industry analysis is to provide a macro perspective to help companies understand the industry environment, determine their strengths and weaknesses, and develop a reasonable strategic plan.

market demand. Market demand refers to the overall demand or potential demand for a product or service in the market, as well as the factors and laws that affect changes in demand. Market demand research estimates and forecasts the size, structure, distribution and trends of market demand by collecting and analyzing market sales data, consumption data, user data, etc., as well as conducting questionnaires and interviews. The purpose of market demand research is to provide an objective basis for enterprises, help enterprises to determine their own target market, develop appropriate product strategies and marketing strategies.

Competitors. Competitors are other enterprises that provide the same or similar products or services in the same market and form a direct or indirect competitive relationship with the enterprise. Competitor research assesses and compares competitors' strengths, strengths, weaknesses and strategic intentions by collecting and analyzing competitors' background information, product information, price information, channel information, marketing information, financial information, etc., as well as conducting interviews and observations. The purpose of competitor research is to provide a relative reference for enterprises to help enterprises understand their position and competitive advantage in the market and formulate effective competitive strategies.

Customer satisfaction. Customer satisfaction refers to the customer's overall evaluation and feelings about the products or services provided by the enterprise, reflecting the customer's loyalty and reputation to the enterprise. The research of customer satisfaction mainly collects and analyzes the information of customer's expectation, perception, satisfaction and dissatisfaction of products or services, as well as the factors and degree that affect customer satisfaction. The purpose of customer satisfaction research is to provide a subjective feedback for enterprises, help enterprises to understand their image and value in the eyes of customers, and formulate measures to improve and optimize the quality of products or services.

3. the process of industrial market research

Industrial market research generally follows the following steps:

Identify research objectives. Determining research objectives refers to identifying what problems industrial market research is trying to solve, why it is being solved, and what value it can bring to solving it. Determining the research objectives requires full communication with the client to understand their needs and expectations, and to identify the objectives to be achieved by the Industrial Market Research Institute.

Design the research program. Design research program refers to the development of specific and feasible industrial market research methods, content, scope, time, budget, etc. according to the research objectives. To design a research plan, it is necessary to comprehensively consider the characteristics, difficulties and feasibility of industrial market research, select appropriate research methods, determine research objects, samples, indicators, tools, etc., and formulate research plans and arrangements.

Perform research activities. The implementation of research activities refers to the implementation of industrial market research in accordance with the research plan, and the collection and collation of relevant data and information. The implementation of research activities needs to ensure the quality and validity of data and information, follow scientific and normative principles, pay attention to confidentiality and ethical requirements, and deal with and solve possible problems and difficulties in a timely manner.

Analyze and interpret results. Analysis and interpretation of results refers to the systematic processing and analysis of the collected data and information, the use of statistical methods, mathematical models, logical reasoning and other ways to draw meaningful conclusions and findings, and its reasonable interpretation and explanation. Analyzing and interpreting results requires ensuring the accuracy and credibility of the results, avoiding biases and misunderstandings, and highlighting focus and value.

Write and submit reports. Writing and submitting reports refers to presenting the process, methods, results and conclusions of industrial market research in written form and submitting them to the entrusting party. Writing and submitting a report requires attention to the structure, format, language, charts, etc. of the report to make it clear, complete, professional, and persuasive. At the same time, attention should be paid to protecting the security and specificity of data and information.

4. case of industrial market research

The following are two examples of industrial market research, each from the services provided by Champ Consulting to its clients:

Case 1: A new energy automobile enterprise market entry consultation. The company is an innovative company focusing on the field of new energy vehicles, with self-developed battery technology and intelligent driving systems, and plans to launch a high-end electric car in the Chinese market. The company commissioned Shangpu Consulting to conduct market entry consultation, hoping to understand the current situation, trends, opportunities, competitors, etc. of China's new energy vehicle market, and formulate appropriate market entry strategies.

Champ Consulting has adopted the following methods to conduct industrial market research:

Industry analysis: by collecting and analyzing the data and reports released by the National Bureau of statistics, the Ministry of industry and information technology, China Automobile Industry Association and other authoritative institutions, as well as relevant media reports, we can understand the development history, current situation, trend and policy environment of China's new energy automobile industry, and analyze the scale, structure and demand of each market segment in the industry.

market demand: by conducting a questionnaire survey, collected1000A number of target customers (high-end consumers) on the new energy vehicle awareness, purchase intention, preference factors and other aspects of information, and through mathematical models to estimate and predict the market demand.

Competitors: By collecting and analyzing product information, price information, channel information, marketing information, etc. of competitors (including Tesla, Celeste, etc.), as well as conducting interviews, observations, etc., assessed the strengths, strengths, weaknesses, and strategic intentions of competitors, and conductedSWOTAnalysis.

Customer satisfaction: Through interviews, we collected information on the satisfaction and dissatisfaction of some customers who have purchased new energy vehicles with products or services, and analyzed the factors and degrees that affect customer satisfaction.

Based on the results of industrial market research, Champ Consulting provides the following recommendations for the company:

Market positioning: The company should position itself as an innovative company that provides high-end, intelligent, and environmentally friendly new energy vehicles, highlighting its advantages in battery technology and intelligent driving systems, and meeting the high quality, high performance, High security and other needs of target customers.

Product strategy: The company should design differentiated and competitive products based on market demand and competitors, including product appearance, function, performance, configuration, etc., while also paying attention to product reliability, durability and maintainability.

Price strategy: The company should adopt a high-price strategy to reflect the high-end positioning and value of its products, while also considering market acceptance and cost-effectiveness to avoid too high or too low prices affecting market share and profitability.

Channel strategy: The company should adopt a channel strategy that combines direct sales and agency, and display and sell its products through direct sales channels such as establishing its own brand stores and websites, and provide integrated services such as pre-sales, in-sales, and after-sales. At the same time, it must also expand its market coverage and influence by cooperating with high-quality agents and using its resources and networks.

Marketing strategy: the enterprise should adopt diversified marketing strategies, through advertising, public relations, activities, social media and other ways to enhance their brand awareness and reputation, and convey their product characteristics and value proposition; at the same time, it should also establish good relations with industry associations, experts and scholars, media personages, etc., to increase their industry authority and trust.

Case 2: Research on customer satisfaction of a medical device enterprise. The company is a professional manufacturer of medical devices, the main products include pacemakers, artificial joints, hemodialysis machines. The company commissioned Shangpu Consulting to conduct customer satisfaction research, hoping to understand its image and value in the eyes of hospital customers, as well as the factors and degrees that affect customer satisfaction, and formulate improvement measures.

Champ Consulting has adopted the following methods to conduct industrial market research:

Customer analysis: by collecting and analyzing the contract data, order data, delivery data, etc. between the enterprise and the hospital customers in the past year, as well as conducting interviews, etc., to understand the enterprise's share, distribution, structure, etc. in the hospital market, and to segment and classify the hospital customers.

customer satisfaction: by conducting a questionnaire survey, collected500Several hospital customers' expectations, perceptions, satisfaction, dissatisfaction and other aspects of the products or services provided by the enterprise are calculated and analyzed by mathematical models.

Influencing factors: Through interviews, the information of some hospital customers on the factors and degree of satisfaction with the products or services provided by the enterprise was collected, and the influencing factors were sorted and weighted by statistical methods.

Based on the results of industrial market research, Champ Consulting provides the following recommendations for the company:

Improve product quality: the quality of the company's products is the most important factor affecting customer satisfaction, accounting40%The weight. The enterprise should strengthen the quality management and control of products, improve the reliability, durability and safety of products, reduce the failure rate and maintenance rate of products, and improve the cost performance of products.

Increase service content: the service content of the enterprise is the second most important factor affecting customer satisfaction, accounting25%The weight. The company should increase the service content to customers, including providing more product training, technical support, after-sales maintenance, etc., as well as providing more customized and personalized services to meet the different needs and expectations of customers.

Improve service quality: the quality of service of the enterprise is the third most important factor affecting customer satisfaction, accounting20%The weight. The company should improve the quality of service to customers, including improving the professionalism, communication skills, and response speed of service personnel, as well as improving the efficiency, standardization, and transparency of service processes, so as to increase customer trust and satisfaction with service.

Strengthen brand building: the brand image of the enterprise is the fourth most important factor affecting customer satisfaction, occupying10%The weight. The company should strengthen the construction and promotion of its own brand, including clarifying its own brand positioning, characteristics, value propositions, etc., and through advertising, public relations, activities, etc., to enhance the popularity and reputation of its own brand in the hospital market.

Conclusion

Industrial market research is a professional activity that investigates and analyzes the market for industrial products or services, with high complexity and difficulty. Industrial market research needs to select appropriate methods and processes according to different goals and contents, collect and analyze relevant data and information, and put forward valuable suggestions and solutions according to the results. Industrial market research faces many risks and challenges in the current market environment, such as difficulties in data acquisition, rapid changes in demand, frequent technological innovation, etc., but there are also many opportunities and potentials, such as rapid industry development, strong market demand, and strong policy support. Industrial market research needs to grasp and take advantage of market changes, provide professional solutions for enterprises, and help enterprises achieve market success.