An industrial market is a market consisting of producers, distributors, institutions and governments for the purpose of purchasing or leasing products or services for the production of other products or services. Compared with the consumer goods market, the industrial market has the following characteristics:

The market size is small, but the transaction volume is large;

The market structure is more complex, involving multi-level, multi-sectoral, multi-role decision-making process;

Market demand is influenced by such factors as derivative demand, unstable demand and joint demand;

The market competition is fierce, the product differentiation degree is low, the price sensitivity is high;

市场交易较为正式，需要遵守合同、法规和标准等规范；

Market communication is more professional and requires the use of technical, data and logical language and means.

因此，工业市场研究需要针对工业市场的特点，采用适合的方法和技术，以获取准确、有效和有价值的信息，为企业提供科学、合理和可行的市场营销建议。在工业市场研究中，最核心也最关键的问题是如何识别和满足工业客户的需求。

工业客户是指在工业市场中购买或租赁用于生产其他产品或服务的产品或服务的组织或个人。工业客户的需求是指他们对所购买或租赁的产品或服务所期望达到的效果或目标。根据不同的分类标准，工业客户的需求可以分为以下几种类型：

According to the source of demand, it can be divided into direct demand and indirect demand. Direct demand refers to the demand for the product or service itself generated by the customer itself, such as quality, performance, function, etc., and indirect demand refers to the demand for additional attributes of the product or service caused by the customer's environment or external factors, such as price, delivery time, after-sales service, etc.

According to the level of needs, it can be divided into basic needs and additional needs. Basic requirements refer to the most basic and essential requirements of the customer for the product or service, such as safety, reliability, durability, etc.; additional requirements refer to the requirements that the customer expects from the product or service but does not necessarily have to meet, such as aesthetics, comfort, convenience, etc.

按照需求性质，可以分为功能需求和情感需求。功能需求是指客户对产品或服务能够实现的具体功能或效果的要求，如速度、精度、容量等；情感需求是指客户对产品或服务所能带来的心理或情绪上的满足感的要求，如信任、尊重、认同等。

工业客户的需求分析是指通过各种方法和技术，收集、整理、分析和解释工业客户的需求信息，以揭示其需求的本质、特点、动因、影响因素和变化趋势等，为制定市场营销策略提供依据。工业客户的需求分析方法主要有以下几种：

Survey method: Through the design of questionnaires, interview guides and other tools, direct questions to industrial customers to obtain information on their demand for products or services. The advantages of the survey method are that the source of information is direct, the amount of data is large, and the results are quantifiable; the disadvantages are that the cost is higher, the time is longer, and the quality of the data is affected by the honesty and presentation of the customer.

Observation: By observing the behavior, reaction and results of industrial customers when purchasing or using products or services, infer their demand information for products or services. The advantage of the observation method is that the source of information is true, the data quality is high, and the results are credible; the disadvantage is that the amount of information is small, the data is difficult to quantify, and the results are difficult to interpret.

Experimental method: By designing different experimental conditions, controlling the variables faced by industrial customers when purchasing or using products or services, comparing their behavior, reactions and results under different conditions, and analyzing their demand information for products or services. The advantages of the experimental method are that the information source is scientific, the data is controllable, and the results can be verified; the disadvantages are that the cost is higher, the time is longer, and the results are affected by the experimental design and execution.

Case law: Summarize information on the demand for products or services by collecting and analyzing the success or failure cases encountered by industrial customers when purchasing or using products or services. The advantages of the case method are that the sources of information are rich, the data are representative and the results are enlightening; the disadvantages are that the information is difficult to obtain, the data is difficult to integrate and the results are difficult to popularize.

Industrial customer demand satisfaction refers to the development and implementation of effective marketing strategies to provide industrial customers with products or services that meet their needs in order to meet customer needs and improve the competitiveness and profitability of enterprises. The main strategies for meeting the needs of industrial customers are as follows 8:

Product differentiation strategy: to provide products or services with unique functions or effects through innovative improvements to products or services to meet the direct needs and basic needs of industrial customers for the products or services themselves.

Price advantage strategy: By reducing costs or improving efficiency, provide products or services with competitive prices to meet the indirect needs and additional needs of industrial customers for additional attributes of products or services.

Channel expansion strategy: By establishing and maintaining cooperative relationships with distributors, agents and other intermediaries, we provide a wide range of convenient and fast distribution channels to meet the indirect and additional needs of industrial customers for the delivery and use of products or services.

Service value-added strategy: by providing consulting, training, maintenance and other value-added services related to products or services, to meet the indirect and additional needs of industrial customers for products or services.

Relationship maintenance strategy: by establishing and maintaining long-term cooperative relationship with industrial customers, providing products or services with emotional value such as trust, respect and recognition, so as to meet the indirect and emotional needs of industrial customers for product or service brands.

Shangpu Consulting Company is a consulting organization specializing in industrial market research, with rich industry experience and professional knowledge, providing customized industrial market research services for the world's top 500 enterprises. The following are examples of industrial market research services provided by Champu Consulting to some clients:

It provided a global leading automobile manufacturer with demand analysis and competitiveness assessment of the auto parts market, helped it formulate product differentiation strategies and price advantage strategies for different regions, different types and different levels of automobile customers, and increased its share and profit in the auto parts market.

It provided an internationally renowned chemical enterprise with demand forecasting and supply chain optimization of the chemical raw material market, helped it formulate channel expansion strategies and service value-added strategies for chemical customers in different industries, sizes and stages, and improved its efficiency and satisfaction in the chemical raw material market.

It provides an emerging robot manufacturer with demand creation and relationship maintenance in the robot market, helps it formulate product innovation strategies and relationship maintenance strategies for robot customers in different fields, different functions and different emotions, and improves its popularity and loyalty in the robot market.

In summary, industrial market research is an important and complex task that requires in-depth demand analysis and satisfaction strategies based on the characteristics of the industrial market and industrial customers, using appropriate methods and techniques. As a professional industrial market research and consulting organization, Shangpu Consulting Company can provide high-quality, high-efficiency and high-value industrial market research services for various industrial enterprises to help them gain advantages and success in the fierce market competition.