Industrial market research refers to the systematic analysis and evaluation of the market demand, competition pattern, channel mode and user behavior of industrial products or services, so as to provide professional solutions for the strategic decision-making of enterprises. The methods and skills of industrial market research mainly include the following aspects: the first is to clarify the research objectives and scope, the second is to choose appropriate research methods and tools, the third is to design effective research programs and processes, the fourth is to collect and process first-hand data, the fifth is to use professional analysis models and methods, the sixth is to write high-quality research reports, and the seventh is to put forward feasible suggestions and strategies, eight is to communicate with customers and feedback, nine is to constantly summarize and improve. Taking Shangpu Consulting Company as an example, this paper introduces its experience and cases in the field of industrial market research, and shows its professionalism, customer orientation and innovation in industrial market research.

Definition and Significance of Industrial Market Research

Industrial market research refers to the systematic analysis and evaluation of the market demand, competition pattern, channel mode and user behavior of industrial products or services, so as to provide professional solutions for the strategic decision-making of enterprises. Industrial market research differs from consumer market research in the following areas:

The size of the industrial market is small, but the value is high, involving complex technology, quality, cost and other factors;

The demand of the industrial market is relatively stable, but it is greatly affected by the macro economy, policies and regulations, and industry development;

Competition in the industrial market is more intense, but there is also the possibility of cooperation and alliances;

The channels of the industrial market are more diverse, but there are also problems such as information asymmetry and high transaction costs;

Industrial market users are more professional, but there are also multi-layer decision-making, long-cycle purchase and other characteristics.

Therefore, industrial market research requires professional knowledge, methods and skills to gain an in-depth understanding of the characteristics, trends and opportunities of the industrial market, to help companies formulate reasonable strategic objectives, product positioning, marketing strategies, etc., and to assess their feasibility and risks. Industrial market research is of great significance for enterprises to enhance their core competitiveness, expand emerging markets, optimize resource allocation and innovate business models.

Methods and Techniques of Industrial Market Research

The methods and techniques of industrial market research mainly include the following aspects:

The first is to clarify the research objectives and scope. Before conducting industrial market research, it is necessary to clarify the purpose, object, content, duration, etc. of the research in order to determine the focus and difficulty of the research. At the same time, the scope of the study needs to be defined, including industry classification, product classification, geographical scope, time span, etc., in order to collect and analyze relevant data and information.

The second is to select the appropriate research methods and tools. According to the goal and scope of the research, it is necessary to choose appropriate research methods and tools to ensure the validity and accuracy of the research. Generally speaking, research methods can be divided into qualitative research and quantitative research. Qualitative research is mainly used for exploratory problems, such as market status, user needs, competitive advantages, etc. Commonly used tools include in-depth interviews, focus groups, case studies, etc. Quantitative research is mainly used for confirmatory problems, such as market capacity, market share, user satisfaction, etc. Commonly used tools include questionnaires, data mining, mathematical models, etc.

The third is to design effective research programs and processes. After determining the research methods and tools, it is necessary to design an effective research plan and process to ensure the smooth progress of the research. The research plan needs to include the research objectives, content, methods, tools, samples, timetable, budget, etc., as well as possible problems and countermeasures. The research process needs to include data collection, data processing, data analysis, report writing and other links, and clarify the person in charge of each link, task allocation, delivery standards, etc.

The fourth is to collect and process first-hand data. When conducting industrial market research, first-hand data are a very important source of information because they can reflect the real situation of the market and the real needs of users. The collection of first-hand data can be carried out in a variety of ways, such as telephone access, network access, on-site access, etc. It is important to ensure the representativeness and randomness of the sample and avoid selection bias and sampling error. The processing of first-hand data mainly includes data cleaning, data sorting, data verification, etc. It is necessary to ensure the integrity and accuracy of data and avoid data loss and data errors.

Fifth, the use of professional analytical models and methods. After collecting and processing first-hand data, professional analytical models and methods need to be applied to extract valuable information and insights. Analytical models and methods can be selected according to different research objectives and contents, suchSWOTAnalysis, Porter's Five Forces Analysis,PESTanalysis, value chain analysis, financial analysis, etc. When applying analytical models and methods, it is important to take into account industry characteristics and market conditions to avoid blind application or over-interpretation.

The sixth is to write high-quality research reports. After data collection, processing, and analysis are completed, high-quality research reports are required to present the process and results of the research. The research report needs to include the following parts: summary (summary of research objectives, content, methods, results, etc.), background (introduction of industry status, market trends, customer needs, etc.), method (introduction of data sources, sample selection, tool use, etc.), results (presentation of data analysis results, accompanied by charts or graphs), conclusions (summary of main findings, and make recommendations or strategies), appendices (providing relevant data or information). When writing the report, the following points should be paid attention to: first, the language is concise and clear to avoid redundancy or ambiguity; Second, the logic is clear and rigorous to avoid jumping or confusion. Third, the structure is complete and standardized to avoid missing or redundant. Fourth, the content is objective and true to avoid subjectivity or falsehood. Fifth, the format is unified and beautiful to avoid disorder or clutter.

Seven is to put forward feasible suggestions and strategies. While writing a research report, it is necessary to put forward feasible suggestions and strategies to help customers solve problems or seize opportunities based on the results and conclusions of the research. Suggestions and strategies need to have the following characteristics: first, they are highly targeted and can propose solutions to customers' specific problems or needs; second, they are highly operable and can provide specific operation steps and implementation plans; third, they are highly effective and can be expected to achieve the expected results and goals; fourth, they are highly innovative and can break through traditional ideas and methods and provide novel perspectives and solutions.

Eight is to communicate with customers and feedback. After completing the writing of the research report, it is necessary to communicate and feedback with the customer to confirm the quality and satisfaction of the report. There are many ways of communication and feedback, such as telephone, email, video conference, on-site report, etc. It is necessary to maintain good communication attitude and skills, as well as timely communication frequency and time. In the process of communication and feedback, the following points need to be paid attention to: first, timely report the research progress and results to avoid delay or loss of contact; The second is to actively listen to the opinions and suggestions of customers to avoid disputes or conflicts. The third is to actively explain the research methods and basis to avoid misunderstanding or questioning. Fourth, flexibly adjust the research plan and report content to avoid stubbornness or rejection.

Nine is to constantly sum up and improve. After completing an industrial market research, we need to constantly summarize and improve in order to improve our professional level and service quality. Summary and improvement needs to include the following aspects: First, summarize the advantages and disadvantages in the research process, as well as possible problems and risks; Second, summarize the important findings and insights in the research results, as well as possible limitations and uncertainties; Third, summarize the feedback and satisfaction of customers, as well as possible changes in demand and opportunities and challenges; Fourth, formulate improvement plans and measures based on the summary results, and implementation.

Case Introduction to Industrial Market Research

In order to better demonstrate the methods and skills of industrial market research, this article takes Shangpu Consulting Company as an example to introduce its experience and cases in the field of industrial market research. Champu Consulting is an organization specializing in industrial market research and consulting services, established in1999In, he has a number of honorary qualifications such as Class A consulting qualification, science and technology enterprise certification, and foreign-related investigation license. Champ Consulting owns300A team of professional consultants covering the industrial sector20a large category,525It completes nearly 1,000 industrial market research projects each year. The capacity of the self-built database of Champu Consulting Company exceeds118Billions of articles, have48independent intellectual property rights, is one of the few domestic research consulting institutions with independent methodology. Champu Consulting's clients include global500Strong enterprises, listed companies, state-owned enterprises, private enterprises, etc., the cumulative service customers more96000home, user satisfaction reached96%Above.

Here are some examples from Champu Consulting in the field of industrial market research:

Shangpu Consulting provides industrial market entry business consulting for a coatings company. The company is a professional manufacturer of water-based coatings. Its main products include architectural coatings, automotive coatings, wood coatings, etc., with excellent product quality, outstanding environmental performance and high market share. The company wants to further expand the industrial coatings market, especially the market for high-end products such as anti-corrosion coatings and powder coatings, but lacks relevant market analysis and strategic planning, so it entrusts Shangpu Consulting to provide it with industrial market entry business consulting. Champ Consulting provides a professional solution for the enterprise through the following steps:

The first step: industrial coatings market research, including market size, market structure, market demand, market trends, market opportunities and other aspects of the analysis;

Step 2: Conduct research on industrial coatings competitors, including analysis of competitors' product types, product quality, product prices, product channels, product promotion, etc;

Step 3: Conduct research on the target users of industrial coatings, including the analysis of the industry distribution, scale distribution, geographical distribution, purchase behavior, purchase motivation, purchase demand, etc;

The fourth step: industrial coatings marketing strategy research, including product positioning, product innovation, price strategy, channel strategy, promotion strategy analysis;

The fifth step: industrial coating product innovation research, including the new product technical route, technical difficulties, technical advantages, technical risks and other aspects of the analysis.

Step 6: Write the industrial coatings market entry research report and make specific recommendations and strategies.

Shangpu Consulting provides competitor research for an electrical equipment manufacturer. The company is a professional manufacturer of power transmission and distribution equipment. Its main products include transformers, switch cabinets, cable trays, etc., with advanced product technology, high brand awareness and large market share. The company wants to further enhance its core competitiveness, but lacks in-depth understanding of its competitors, so it entrusts Shangpu Consulting to provide it with competitor research services. Champ Consulting provides a professional solution for the enterprise through the following steps:

Step 1: Determine the scope and level of competitors, including direct and indirect competitors, as well as domestic and foreign competitors;

Step 2: Collect information about competitors, including the basic situation of competitors, product situation, financial situation, market situation, strategic situation, etc;

Step 3: Analyze the strengths and weaknesses of competitors, including their technological advantages, brand advantages, channel advantages, cost advantages, etc., as well as their technological disadvantages, brand disadvantages, channel disadvantages, cost disadvantages, etc;

Step 4: Analyze competitors' trends and strategies, including competitors' new product development trends, new market development trends, new technology introduction trends, new cooperation alliance trends, etc., as well as competitors' market positioning strategies, product differentiation strategies, price competition strategies, channel expansion strategies, etc;

Step 5: Write a competitor research report and put forward specific suggestions and strategies.

Shangpu Consulting provides downstream customer research for an industrial boiler manufacturer. The company is a professional manufacturer of industrial boilers. Its main products include gas-fired boilers, oil-fired boilers, biomass boilers, etc. The products are energy-saving and environmentally friendly, with reliable quality and perfect service. The company wants to further expand the downstream customer market, especially for high-end customers in the chemical industry, food industry, pharmaceutical industry, etc., but lacks in-depth understanding of downstream customers, so it entrusts Shangpu Consulting to provide downstream customer research business. Champ Consulting provides a professional solution for the enterprise through the following steps:

Step 1: Determine the scope and level of downstream customers, including target industry, target area, target scale, etc;

Step 2: Collect relevant information of downstream customers, including the basic situation, demand situation, satisfaction situation and loyalty situation of downstream customers;

Step 3: Analyze the needs and pain points of downstream customers, including downstream customers' demand for industrial boilers, demand characteristics, demand changes, etc., as well as the problems and difficulties encountered by downstream customers in the process of using industrial boilers;

Step 4: Analyze the willingness and opportunities of downstream customers, including the willingness, motivation and channels of downstream customers to purchase industrial boilers, as well as the willingness and opportunities of downstream customers to cooperate with the enterprise or other competitors;

Step 5: Write a downstream customer research report and put forward specific suggestions and strategies.

Summary of Industrial Market Research

Industrial market research is a professional and complex work, which requires professional knowledge, methods and skills to understand the characteristics, trends and opportunities of the industrial market, help enterprises to formulate reasonable strategic objectives, product positioning, marketing strategies, etc., and evaluate its feasibility and risks. This paper introduces the methods and skills of industrial market research, as well as the experience and cases of Shangpu Consulting Company in the field of industrial market research, hoping to provide some reference and enlightenment for practitioners and learners of industrial market research.