Industrial market research refers to the systematic and purposeful information collection and analysis activities on the market demand, competition, channels and prices of industrial products or services, aiming to provide basis and suggestions for market decision-making of industrial enterprises. Compared with consumer market research, industrial market research has the following characteristics:

The demand for industrial products or services is usually derivative and is affected by multiple factors such as macroeconomics, industry development, and technological innovation, which is difficult to accurately predict and quantify;

The purchase process of industrial products or services usually involves multiple decision makers and influencers, and needs to consider multiple dimensions such as technical performance, quality standards, cost-effectiveness, and after-sales service. The purchase cycle is longer and the purchase frequency is lower;

The competition pattern of industrial products or services is usually more stable, with fewer competitors, but the competition is stronger and the competition methods are diverse;

The channel structure of industrial products or services is usually more complex, involving direct sales, agency, distribution, e-commerce and other forms, channel management and incentive mechanism is more important;

The price strategy of industrial products or services is usually flexible and needs to be adjusted according to different customers, different regions, different periods and other factors, and the price sensitivity is low.

Due to the above characteristics of industrial market research, the following specifications and precautions need to be followed when conducting industrial market research:

Clear research objectives. Industrial market research should be based on the specific problems and needs of enterprises, clear research objectives and scope, to avoid too broad or too detailed. For example, if an enterprise wants to know the overall situation and development trend of a certain industry or market segment, it can conduct industry analysis or market overview research; if an enterprise wants to know the demand characteristics and purchase behavior of a specific customer group or regional market, it can conduct customer analysis or regional analysis research; if an enterprise wants to know the market capacity and market share of a specific product or service, then the research on market size or market share can be carried out; if the enterprise wants to know the strategy and advantages and disadvantages of a major competitor, it can carry out the research on competition analysis or competitive intelligence; if the enterprise wants to know the effect and improvement space of a certain channel mode, it can carry out the research on channel analysis or channel optimization; if the enterprise wants to know the rationality and influencing factors of a certain price strategy, then you can do price analysis or price sensitivity studies. Clear research objectives help to determine the research content and methods, improve research efficiency and quality.

Identify the research object. Industrial market research should be based on research objectives and scope, to determine the research object and sample, to avoid too extensive or too limited. For example, if an enterprise wants to understand the overall situation and development trend of a certain industry or market segment, it can choose industry associations, experts and scholars, government agencies, media institutions, etc. as research objects, and adopt a larger sample size to obtain more Comprehensive and objective information; if an enterprise wants to understand the demand characteristics and purchase behavior of a specific customer group or regional market, then you can choose existing customers, potential customers, competitors, etc. as the research object, using a smaller sample size, in order to obtain more in-depth and detailed information; if the enterprise wants to know the market capacity and market share of a specific product or service, then you can choose the industry's major manufacturers, suppliers, distributors, etc. as the research object, using a more reasonable sampling method, in order to obtain more accurate and reliable data; If an enterprise wants to understand the strategy and advantages and disadvantages of a major competitor, it can choose the competitor itself, competitor customers, competitor partners and so on as the research object, and adopt a more covert and flexible way to obtain more real and effective information; If an enterprise wants to understand the effect and improvement space of a certain channel mode, then you can choose channel providers, end users, industry observers, etc. as research objects, and adopt more direct and systematic methods to obtain more detailed and feedback information; if companies want to understand the rationality and influencing factors of a certain price strategy, Then you can choose customers, competitors, industry experts, etc. as research objects, and use more scientific and sensitive technologies to obtain more sensitive and dynamic information. Determining the research object is helpful to improve the pertinence and representativeness of the research.

Selection of research methods. Industrial market research should be based on research objectives, scope, objects and other factors, choose the appropriate research methods, to avoid too single or too complex. Industrial market research is usually conducted using a combination of qualitative and quantitative methods. Qualitative methods mainly include in-depth interviews, focus groups, case studies, and observation methods, which are mainly used to obtain general and in-depth information about the industrial market, such as the market environment, customer needs, and competitive strategies, and are highly exploratory and explanatory, but lack strong universality and comparability. Quantitative methods mainly include questionnaires, experimental methods, mathematical statistics, etc., which are mainly used to obtain specific data and laws of the industrial market, such as market size, market share, price sensitivity, etc., with strong universality and comparability, but lack strong exploratory and explanatory. Therefore, when conducting industrial market research, appropriate research methods should be selected according to different research purposes and content, and where possible, qualitative and quantitative methods should be combined to improve the effectiveness and comprehensiveness of the research.

Standardize the research process. Industrial market research should follow a certain research process to ensure that the research is systematic and logical. Industrial market research usually includes the following steps:

Establish research questions. According to the specific problems and needs of enterprises, clear research objectives and scope, develop research plans and budgets.

Collect second-hand information. By consulting literature, network resources, industry reports, etc., the existing information related to the research problem is collected, and its availability and credibility are analyzed to provide reference and basis for the subsequent first-hand information collection.

Design a first-hand information collection program. According to the analysis results of second-hand information, determine the objects, methods, tools, samples and other elements of first-hand information collection, design first-hand information collection scheme, and carry out necessary tests and modifications.

Implementation of first-hand information collection. According to the first-hand information collection plan, carry out interviews, questionnaires, experiments and other activities, collect first-hand information related to research questions, and carry out necessary sorting and cleaning.

Analyze and interpret information. Use appropriate analytical techniques and tools to analyze and interpret the collected second-hand and first-hand information, extract valuable information, and test its validity and reliability.

Propose conclusions and recommendations. According to the results of the analysis and interpretation, the conclusions and suggestions for the research problems are put forward, and the corresponding evidence and basis are given.

Standardizing the research process helps to ensure the systematic and logical nature of the research.

Optimization study report. The final result of industrial market research is the research report, so the research report needs to be optimized and perfected to avoid being too long or too simple. Industrial market research reports usually include the following sections:

Cover. Including the report title, author, date and other basic information;

directory. including the titles and page numbers of the various sections and chapters of the report;

Summary. including a summary of the main contents, conclusions and recommendations of the report;

Body. Including the main content of the report, according to the logical order is divided into several chapters;

Conclusion. including the main findings and conclusions of the report;

Recommendations. including the main recommendations of the report and the implementation plan;

References. including the source and format of the literature or information cited or referenced in the report;

Annex. Include data or information that the report needs to supplement or explain.

When optimizing a study report, the following points should be noted:

On the cover page, a concise and clear title should be used, reflecting the theme and characteristics of the report;

In the table of contents, a clear and orderly structure should be used, reflecting the logic and hierarchy of the report;

In the summary, concise and general language should be used to reflect the focus and highlights of the report;

In the text, should use the specification accurate language, reflects the report content and method;

In the conclusion, objective and reasonable language should be used to reflect the findings and evidence of the report;

In the recommendations, specific and feasible language should be used to reflect the recommendations and options of the report;

In the reference, should use the uniform standard format, reflects the report academic and authoritative;

In the annexes, appropriate forms should be used to reflect the completeness and support of the report.

Optimizing the study report helps improve the readability and usability of the study.

The above is a summary of the normative requirements and precautions of industrial market research. The following is a summary of some specific cases and suggestions based on the practical experience of Shangpu Consulting Company in industrial market research.

Shangpu Consulting Company is a company specializing in industrial market research and consulting services. With many years of industry experience and professional team, it has provided high-quality market research and consulting services for many industrial enterprises. The following are some typical cases of Champu Consulting in industrial market research:

An overview of the Chinese market and competitive analysis of a well-known international auto parts companies, through in-depth interviews, case studies and other methods to collect and analyze the overall situation of China's auto parts market, development trends, competitive landscape, competitor strategy and other information, to provide customers with a guide to the Chinese market and competitive strategy recommendations.

The customer analysis and regional analysis were carried out for a leading domestic iron and steel enterprise. Through focus group, questionnaire survey and other methods, the customer demand characteristics, purchase behavior, satisfaction and other information of steel products were collected and analyzed, as well as the demand scale, demand structure, demand change and other information of different regional markets, providing customers with suggestions on customer segmentation and regional positioning.

Through experimental design, mathematical model and other methods, the potential demand and actual sales data of chemical products in the Chinese market were collected and analyzed, and the detailed division and calculation were carried out according to different products, different regions, different customers and other factors, providing customers with the evaluation and prediction of market capacity and market share.

Through in-depth interviews, competitive intelligence and other methods, this paper collects and analyzes the strategies and advantages and disadvantages of major competitors in terms of products, prices, channels and services, and compares and evaluates them according to factors such as different products, different regions and different customers, providing customers with suggestions on competitive advantages and strategies.

Channel analysis or channel optimization research for a well-known domestic power equipment enterprises, through questionnaire survey, channel analysis and other methods, collect and analyze the channel business in sales, inventory, service and other aspects of the performance, problems, suggestions and other information, and according to different products, different regions, different customers and other factors are classified and summarized, to provide customers with channel management and channel incentive advice.

The price analysis or price sensitivity research was carried out for a well-known foreign medical equipment company. Through experimental design, price sensitivity and other technologies, the customer's reaction and willingness to price changes were collected and analyzed, and the information was simulated and predicted according to different products, Different regions, different customers and other factors, and the price strategy and price adjustment suggestions were provided for customers.

The above case illustrates the professional ability and rich experience of Shangpu Consulting Company in industrial market research, and also reflects the importance and practicality of the normative requirements and precautions of industrial market research. Shangpu Consulting Company hereby gives the following suggestions, hoping to be helpful to enterprises interested in or in need of industrial market research:

Industrial market research is a systematic, purposeful and valuable activity that requires the investment of sufficient time, energy and resources and cannot be underestimated or ignored;

Industrial market research is a dynamic, changeable and challenging activity, which needs to be constantly adjusted and improved according to the market environment, enterprise needs, information sources and other factors, and can not be solidified or stagnated;

Industrial market research is a scientific, rigorous and methodical activity, which needs to follow certain normative requirements and precautions, and cannot be random or chaotic;

Industrial market research is a practical, useful, and productive activity that needs to provide a basis and advice for corporate market decisions, and cannot be empty or ineffective.