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工业市场研究的实战案例，教你如何打造成功的产品策略

2024-07-23 23:37:05 来源：尚普咨询浏览量：0

工业市场研究是一种专门针对工业产品或服务的市场调研，与消费品市场研究相比，具有以下特点：

工业市场的规模相对较小，但每个客户的采购量和价值较大，因此需要更加精准地识别和满足客户的需求和期望。

工业市场的决策过程较为复杂，涉及多个层级和部门的参与和影响，因此需要更加全面地了解客户的组织结构和决策机制。

工业市场的竞争程度较高，产品或服务之间的差异化程度较低，因此需要更加突出自身的核心优势和竞争力。

因此，工业市场研究需要采用专业的方法和技术，以获取深入、准确、有效的信息和洞察，为企业的产品开发、市场定位、营销策略等提供依据和建议。

尚普咨询是中国最具领导力和权威性的独立第三方行研与投融资咨询机构之一，拥有14年的市场调研经验，为超过5000家客户提供过专业的市场研究及相关咨询服务。尚普咨询在工业市场研究方面具有丰富的实践经验和专业能力，能够根据客户的不同需求和目标，设计合适的研究方案和方法，运用多种数据来源和分析工具，提供全面、深入、有价值的研究报告和建议。

尚普咨询在进行工业市场研究时，一般遵循以下步骤：

明确研究目标：与客户沟通了解其所处的行业背景、产品特点、目标市场、竞争对手等基本情况，以及其期望通过市场研究解决或优化的问题或挑战。

确定研究范围：根据客户的需求和预算，确定要覆盖的地域、行业、客户类型、产品类别等研究对象和维度，以及要收集和分析的数据和信息的种类和数量。

设计研究方案：根据研究目标和范围，选择合适的研究方法和技术，如文献综述、二手数据收集、一对一访谈、小组讨论、问卷调查、实地考察等，以及相应的样本设计、问题设计、数据收集和分析工具等。

实施研究活动：按照研究方案，组织专业的研究团队，进行有效的数据收集和分析，确保数据的质量和准确性，发现和归纳有价值的信息和洞察。

输出研究报告：根据客户的要求，撰写专业的研究报告，包括研究背景、目标、方法、结果、结论、建议等内容，以及相关的图表、附件等辅助材料，以清晰、逻辑、有说服力的方式呈现研究成果。

提供后续服务：与客户进行报告交流和反馈，解答客户的问题和疑惑，根据客户的需求提供进一步的数据支持或咨询服务。

为了更好地说明工业市场研究在帮助企业打造成功的产品策略方面的作用和价值，以下结合两个具体案例进行分析：

案例一：某国际知名工业品牌在中国市场推出新型高效节能空压机

该客户是一家国际知名的工业品牌，主要生产和销售空压机等设备。该客户在中国市场拥有较高的知名度和美誉度，但面临着激烈的竞争压力。为了提升自身的市场份额和利润率，该客户计划在中国市场推出一款新型高效节能空压机，该产品具有节能率高达40%以上的优势。该客户希望通过市场研究了解中国空压机市场的规模、结构、趋势、需求特点、竞争格局等情况，以及目标客户对新型高效节能空压机的认知度、态度、意愿等情况，从而制定合理的产品定价、渠道选择、营销策略等。

尚普咨询为该客户提供了以下服务：

通过文献综述和二手数据收集，对中国空压机市场进行了宏观分析，包括市场规模、增长率、区域分布、行业应用、产品结构等方面。

通过一对一访谈和问卷调查，对中国空压机市场进行了微观分析，包括目标客户（如汽车制造、食品饮料、化工制药等行业）的空压机使用情况、购买决策过程、重要影响因素（如价格、品牌、性能、节能效果等）、满意度评价等方面。

通过实地考察和小组讨论，对新型高效节能空压机进行了产品测试和评估，包括目标客户对新产品的认知度、态度、意愿等方面。

尚普咨询根据以上数据和信息，为该客户提供了以下建议：

产品定价：根据新产品的节能优势和目标客户的成本效益分析，建议该客户将新产品定价在同类产品的高端水平，即比普通空压机高出20%-30%，以体现新产品的价值和差异化。

渠道选择：根据目标客户的分布和购买习惯，建议该客户采用直销和代理相结合的渠道模式，即在主要区域和行业设立自己的销售和服务中心，同时与有影响力和专业度的代理商合作，扩大新产品的覆盖范围和渗透率。

营销策略：根据新产品的特点和市场情况，建议该客户采用以下营销策略：

品牌宣传：利用自身的国际知名品牌形象，通过各种媒体和平台，向目标客户传递新产品的节能优势和技术创新，提高新产品的知名度和美誉度。

产品演示：通过组织各种形式的产品演示活动，如展会、研讨会、试用等，向目标客户展示新产品的性能和效果，增强目标客户的认知度和信任度。

客户服务：通过提供优质的售前、售中、售后服务，如技术咨询、方案设计、安装调试、维修保养等，满足目标客户的各种需求和期望，提高目标客户的满意度和忠诚度。

案例二：某国内领先工业品企业在中国市场推出智能化工业润滑油

该客户是一家国内领先的工业品企业，主要生产和销售润滑油等产品。该客户在中国市场拥有较强的竞争力和品牌影响力，但面临着市场饱和、同质化严重、利润下降等问题。为了提升自身的市场份额和利润率，该客户计划在中国市场推出一款智能化工业润滑油，该产品具有实时监测、自动调节、远程控制等功能。该客户希望通过市场研究了解中国工业润滑油市场的规模、结构、趋势、需求特点、竞争格局等情况，以及目标客户对智能化工业润滑油的认知度、态度、意愿等情况，从而制定合理的产品定价、渠道选择、营销策略等。

尚普咨询为该客户提供了以下服务：

通过文献综述和二手数据收集，对中国工业润滑油市场进行了宏观分析，包括市场规模、增长率、区域分布、行业应用、产品结构等方面。

通过一对一访谈和问卷调查，对中国工业润滑油市场进行了微观分析，包括目标客户（如汽车制造、食品饮料、化工制药等行业）的润滑油使用情况、购买决策过程、重要影响因素（如价格、品牌、性能、节能效果等）、满意度评价等方面。

通过实地考察和小组讨论，对智能化工业润滑油进行了产品测试和评估，包括目标客户对新产品的认知度、态度、意愿等方面。

尚普咨询根据以上数据和信息，为该客户提供了以下建议：

产品定价：根据新产品的智能化优势和目标客户的成本效益分析，建议该客户将新产品定价在同类产品的高端水平，即比普通润滑油高出30%-40%，以体现新产品的价值和差异化。

营销策略：根据新产品的特点和市场情况，建议该客户采用以下营销策略：

品牌宣传：利用自身的国内领先品牌形象，通过各种媒体和平台，向目标客户传递新产品的智能化优势和技术创新，提高新产品的知名度和美誉度。

产品演示：通过组织各种形式的产品演示活动，如展会、研讨会、试用等，向目标客户展示新产品的性能和效果，增强目标客户的认知度和信任度。

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