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Lessons from Success and Failure: The Case of Industrial Market Research for Consulting Firms

2024-07-24 00:20:36 来源：尚普咨询浏览量：0

工业市场研究是指对工业产品或服务的潜在或现有买家、卖家、竞争者、合作伙伴等相关主体的行为、态度、需求、满意度等进行系统的收集、整理、分析和解释的过程。工业市场研究的目的是为了帮助客户制定或调整其市场战略，提高其市场竞争力和盈利能力。工业市场研究的对象通常是复杂的、多层次的、多元化的和动态变化的，因此，工业市场研究需要具备专业的知识、技能和经验，以及灵活的思维和创新的能力。

咨询公司作为专业的服务提供者，经常为客户提供工业市场研究服务。在这个过程中，咨询公司不仅要满足客户的需求和期望，还要保证自己的质量和效率，以及与客户的良好关系。因此，咨询公司在进行工业市场研究时，必须注意以下几个方面：

明确研究目标和范围。咨询公司在接受客户委托之前，要与客户充分沟通，了解客户的背景、问题、需求和期望，以及客户对研究结果的用途和价值。根据这些信息，咨询公司要明确研究目标和范围，包括研究对象、内容、方法、时间、成本等，并与客户达成一致。这样可以避免在研究过程中出现目标模糊、范围扩散、方法不当等问题。

选择合适的数据来源和收集方法。咨询公司在进行工业市场研究时，要根据研究目标和范围，选择合适的数据来源和收集方法。数据来源可以分为一手数据和二手数据。一手数据是指咨询公司通过自己设计并实施的问卷调查、访谈、观察等方式直接从研究对象处获取的数据。二手数据是指咨询公司通过查阅文献资料、网络信息、行业报告等方式间接获取的数据。一般来说，一手数据更准确、可靠和及时，但也更耗时、费用和资源。二手数据更方便、快捷和经济，但也更可能存在失真、过时和不完整的问题。因此，咨询公司要根据研究的具体情况，综合考虑数据的质量、数量、可用性和成本，选择合适的数据来源和收集方法，以保证数据的有效性和充分性。

运用科学的分析和预测方法。咨询公司在进行工业市场研究时，要运用科学的分析和预测方法，对收集到的数据进行处理、整理、归纳和解释，以揭示数据背后的规律、趋势、问题和机会。分析和预测方法可以分为定量方法和定性方法。定量方法是指运用数学、统计、经济等工具，对数据进行量化的度量、计算、比较和推断。定性方法是指运用逻辑、心理、社会等工具，对数据进行非量化的描述、解释、评价和判断。一般来说，定量方法更客观、精确和系统，但也更抽象、复杂和受限。定性方法更主观、直观和灵活，但也更模糊、片面和随意。因此，咨询公司要根据研究的具体情况，综合运用定量方法和定性方法，以保证分析和预测的准确性和全面性。

提供有价值的研究报告和建议。咨询公司在进行工业市场研究后，要提供有价值的研究报告和建议给客户。研究报告要包括研究目标、范围、方法、结果、Conclusion等内容，并以清晰、简洁、逻辑的方式呈现。研究报告要突出重点，避免冗余，使用图表、图示等辅助工具增加可读性。研究建议要针对客户的问题和需求，提出可行的解决方案或改进措施，并说明其优势、风险和实施步骤。研究建议要具有针对性、创新性和操作性。

为了更好地说明咨询公司在工业市场研究中应该注意的方面，下面我们通过分析几个真实的工业市场研究案例，总结了咨询公司在工业市场研究中的成功经验和失败教训。

案例一：尚普咨询为一家国际知名机器人厂商提供中国机器人市场竞争格局分析

背景：该机器人厂商是全球领先的机器人制造商之一，在中国市场拥有较高的品牌知名度和市场份额。然而，在近几年，该厂商发现自己在中国市场面临着来自本土机器人厂商的激烈竞争，其市场份额有所下降，而且在某些细分领域被本土厂商超越。为了应对这一挑战，该厂商希望了解中国机器人市场的竞争格局，包括竞争者的规模、产品、价格、渠道、技术水平等，并根据这些信息制定相应的市场策略。

目标：尚普咨询接受了该厂商的委托，并明确了以下研究目标和范围：

分析中国机器人市场的总体规模、结构、增长率、趋势和驱动因素

识别中国机器人市场的主要竞争者，包括其市场份额、产品线、价格策略、渠道分布、技术水平等

评估中国机器人市场的竞争强度、竞争优势和竞争风险

提出针对中国机器人市场的有效的市场策略建议

数据来源和收集方法：

一手数据：尚普咨询通过在线问卷调查和电话访谈的方式，收集了来自中国机器人市场的200多家买家（包括工业制造企业、服务机构、教育机构等）和50多家卖家（包括国内外机器人厂商和代理商）的数据，涉及到他们对机器人市场的认知、需求、满意度、选择标准、未来计划等方面的信息。

二手数据：尚普咨询通过查阅国内外相关的文献资料、网络信息、行业报告等，收集了关于中国机器人市场的历史数据、现状数据和预测数据，以及关于机器人行业的政策法规、技术发展、国际比较等方面的信息。

分析和预测方法：

定量方法：尚普咨询运用了描述性统计分析、相关性分析、回归分析、聚类分析、因子分析等方法，对收集到的数据进行了量化的处理和解释，得到了中国机器人市场的基本特征、影响因素、细分市场、竞争者群体等结果。

定性方法：尚普咨询运用了SWOT分析、波特五力模型分析、价值链分析等方法，对收集到的数据进行了非量化的评价和判断，得到了中国机器人市场的竞争强度、竞争优势和竞争风险等结果。

研究报告和建议：

研究报告：尚普咨询为该机器人厂商提供了一份详细的研究报告，包括以下内容：

市场概述：介绍了中国机器人市场的总体规模、结构、增长率、趋势和驱动因素，以及与全球机器人市场的比较。

市场细分：介绍了中国机器人市场按照产品类型（工业机器人、服务机器人等）、应用领域（制造业、服务业等）、地域（东部地区、中部地区等）等维度进行的细分，以及各个细分市场的规模、增长率、需求特点等。

竞争者分析：介绍了中国机器人市场的主要竞争者，包括其市场份额、产品线、价格策略、渠道分布、技术水平等，并对其进行了优劣势分析。

竞争格局评估：介绍了中国机器人市场的竞争强度（根据波特五力模型），竞争优势（根据SWOT分析），竞争风险（根据PESTEL分析）等，并给出了相应的评分和排名。

市场策略建议：根据研究结果，提出了针对中国机器人市场的有效的市场策略建议，包括产品策略（如产品创新、产品差异化等）、价格策略（如价格优势、价格弹性等）、渠道策略（如渠道扩张、渠道合作等）、促销策略（如品牌宣传、客户关系等）等，并说明了其实施步骤和预期效果。

研究建议：尚普咨询为该机器人厂商提供了以下研究建议：

继续保持在中国机器人市场的领先地位，利用其品牌优势、技术优势和渠道优势，巩固和扩大其市场份额。

注重在中国机器人市场的创新能力，开发和推出符合中国市场需求和特点的新型机器人产品，提高其产品竞争力和附加值。

关注中国机器人市场的变化和机遇，及时调整和优化其市场策略，抓住潜在的增长点和利润点，提高其市场效率和盈利能力。

加强与中国机器人市场的沟通和合作，建立和维护与客户、竞争者、合作伙伴等的良好关系，提高其市场信誉和影响力。

成功经验：

尚普咨询在进行该工业市场研究时，展现了以下成功经验：

充分了解客户的需求和期望，明确研究目标和范围，避免目标模糊、范围扩散等问题。

综合运用一手数据和二手数据，保证数据的有效性和充分性，避免数据失真、过时等问题。

综合运用定量方法和定性方法，保证分析和预测的准确性和全面性，避免分析错误、预测偏差等问题。

提供有价值的研究报告和建议，满足客户的用途和价值，避免报告冗余、建议无效等问题。

失败教训：

尚普咨询在进行该工业市场研究时，也存在以下失败教训：

在收集一手数据时，没有充分考虑到中国机器人市场的多样性和复杂性，导致样本选择不够代表性和随机性，可能影响数据的可靠性。

在收集二手数据时，没有充分利用国内外相关的专业机构或平台提供的数据资源，导致数据来源不够权威和专业，可能影响数据的质量。

在运用定量方法时，没有充分考虑到数据的分布特征和异常值处理，导致分析结果不够稳健和有效，可能影响分析的信度。

在运用定性方法时，没有充分考虑到客户的特定情况和偏好，导致建议结果不够针对性和创新性，可能影响建议的实施性。

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More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise