Industrial market research refers to the systematic and purposeful information collection and analysis of the demand, supply, competition, price, channel, innovation and other aspects of industrial products or services, aiming to provide the basis and suggestions for the decision-making of industrial enterprises. The key indicators and evaluation system of industrial market research refer to the important data and indicators that need to be paid attention to and measured when conducting industrial market research, as well as the methods and standards for comprehensive analysis and evaluation based on these data and indicators. This paper introduces the key indicators and evaluation system of industrial market research from six aspects: demand analysis, supply analysis, competition analysis, price analysis, channel analysis and innovation analysis.

1. demand analysis

Demand analysis refers to the study of the potential or actual demand, demand structure, demand characteristics, demand trends, etc. of industrial products or services. Demand analysis is the basis of industrial market research, and it is also an important basis for formulating market strategy and marketing strategy. Key metrics for the needs analysis include:

Total demand: refers to the total purchase of a certain type of industrial product or service by all potential or actual buyers in a certain area in a certain period of time. Total demand reflects the size and potential of the market and can be estimated through historical data, expert forecasts, market research, etc.

Effective demand: refers to the actual purchase of a certain type of industrial products or services by buyers with purchasing power and willingness to buy in a certain area in a certain period of time. Effective demand reflects the actual level of the market and profit margins, and can be counted through sales data, order data, inventory data and other methods.

Demand structure: refers to the proportional relationship between the demand for a certain type of industrial product or service by different types or levels of buyers in a certain region in a certain period of time. The demand structure reflects the segmentation and differentiation of the market, which can be divided by classification statistics, cluster analysis and other methods.

Demand characteristics: refers to the commonality or individuality of different types or levels of buyers of a certain type of industrial product or service in a certain period of time, in a certain region, in terms of demand motivation, demand preference, demand influencing factors, etc. Demand characteristics reflect the depth and complexity of the market and can be explored through questionnaires, interviews, and observations.

Demand trend: refers to the regular or irregular changes in total demand, effective demand, demand structure and demand characteristics over time or other factors in a certain region over a period of time. Demand trends reflect the dynamics and direction of the market and can be predicted through trend analysis, regression analysis, and scenario analysis.

The evaluation system of demand analysis refers to the quantitative or qualitative evaluation and judgment of the market demand for industrial products or services according to the key indicators of demand analysis, as well as the corresponding suggestions and countermeasures. The evaluation system of needs analysis can be carried out from the following aspects:

Demand assessment: based on total demand and effective demand, assess the size, potential, actual level and profit margin of the market, as well as market saturation, growth rate, elasticity and other indicators to determine the attractiveness and competitiveness of the market, as well as the development space and risk of the market.

Demand structure assessment: according to the demand structure, evaluate the market segmentation and differentiation degree, as well as the scale, potential, characteristics, change trend and other indicators of different market segments, judge the diversity and complexity of the market, as well as the advantages and disadvantages of different market segments.

Demand characteristic assessment: according to the demand characteristics, evaluate the depth and complexity of the market, as well as the demand motivation, demand preference, demand influencing factors and other indicators of different types or different levels of buyers, judge the stability and predictability of the market, as well as the satisfaction and loyalty of different types or different levels of buyers.

Evaluation of demand change trend: according to the trend of demand change, evaluate the dynamic and development direction of the market, as well as the regular or irregular changes of total demand, effective demand, demand structure and demand characteristics with time or other factors, judge the change speed and range of the market, as well as the opportunities and threats of the market.

2. supply analysis

Supply analysis refers to the study of the production, supply, inventory, import and export of industrial products or services. Supply analysis is an important part of industrial market research, and it is also an important basis for formulating production plans and logistics strategies. Key indicators for supply analysis include:

Total supply: refers to the total production or total supply of a certain type of industrial product or service by all producers or suppliers in a certain region in a certain period of time. The total supply reflects the supply capacity and supply level of the market and can be counted by means of production data, supply data and other methods.

Effective supply: refers to the quantity of industrial products or services that can meet the needs of buyers and actually sell in a certain area in a certain period of time. Effective supply reflects the supply efficiency and supply quality of the market, which can be counted by sales data, inventory data and other methods.

Supply structure: refers to the proportional relationship between the supply of a certain type of industrial product or service by different types or different levels of producers or suppliers in a certain region in a certain period of time. The supply structure reflects the concentration and competition pattern of the market, which can be divided by classification statistics, concentration analysis and other methods.

Supply characteristics: refers to the commonality or individuality of the technical level, cost structure, price strategy, quality control, innovation ability and service level of different types or different levels of producers or suppliers in the production or supply of a certain type of industrial product or service in a certain period of time. Supply characteristics reflect the strengths and weaknesses of the market, as well as the competitiveness and differentiation of different types or levels of producers or suppliers, which can be explored through questionnaires, interviews, observations and other methods.

Supply trend: refers to the regular or irregular changes in total supply, effective supply, supply structure and supply characteristics over time or other factors in a certain area over a certain period of time. The trend of supply change reflects the change and development direction of the market, which can be predicted by trend analysis, regression analysis, scenario analysis and other methods.

The evaluation system of supply analysis refers to the quantitative or qualitative evaluation and judgment of the market supply of industrial products or services according to the key indicators of supply analysis, as well as the corresponding suggestions and countermeasures. The evaluation system of supply analysis can be carried out from the following aspects:

Supply assessment: According to the total supply and effective supply, evaluate the market's supply capacity, supply level, supply efficiency and supply quality, as well as market balance, surplus, shortage and other indicators, judge the market's supply and demand relationship and price level, as well as the stability and volatility of the market.

Evaluation of supply structure: according to the supply structure, evaluate the concentration and competition pattern of the market, as well as the market share, market influence, market position and other indicators of different types or levels of producers or suppliers, judge the intensity and form of competition in the market, as well as the advantages and disadvantages of different types or levels of producers or suppliers.

Evaluation of supply characteristics: according to the supply characteristics, evaluate the advantages and disadvantages of the market, as well as the competitiveness and differentiation of different types or levels of producers or suppliers in terms of technical level, cost structure, price strategy, quality control, innovation ability, service level, etc., and judge the value creation ability and value promotion space of the market, And the satisfaction and loyalty of different types or levels of producers or suppliers.

Evaluation of supply change trend: according to the supply change trend, evaluate the change and development direction of the market, as well as the regular or irregular changes of total supply, effective supply, supply structure and supply characteristics with time or other factors, judge the change speed and range of the market, as well as the opportunities and threats of the market.

3. competition analysis

Competitive analysis refers to the study of existing or potential competitors faced by an industrial product or service. Competitive analysis is an important part of industrial market research, and it is also an important basis for formulating competitive strategies and marketing strategies. Key metrics for competitive analysis include:

Number of competitors: refers to the total number of producers or suppliers of other industrial products or services that have the same or similar functions, performance, price, quality, service and other characteristics as a certain type of industrial products or services in a certain area in a certain period of time. The number of competitors reflects the competitive density and competitive pressure of the market, which can be counted through market research, industry reports and other methods.

Competitor type: refers to the classification of producers or suppliers of other industrial products or services that have the same or similar functions, performance, price, quality, service and other characteristics as a certain type of industrial products or services in a certain area during a certain period of time. Competitor types reflect the competitive diversity and complexity of the market and can be divided by classification statistics, cluster analysis and other methods.

Competitor characteristics: refers to a certain period of time, within a certain area, the commonality or individuality of producers or suppliers of other industrial products or services that have the same or similar functions, performance, price, quality, service and other characteristics as a certain type of industrial products or services in terms of market share, market influence, market position, technical level, cost structure, price strategy, quality control, innovation ability, service level, etc. Competitor characteristics reflect the competitive advantages and disadvantages of the market, as well as the degree of competitiveness and differentiation of different types or levels of competitors, which can be explored through questionnaires, interviews, observations and other methods.

Competitor change trend: refers to the regular or irregular changes in the quantity, type and characteristics of producers or suppliers of other industrial products or services that have the same or similar functions, performance, price, quality, service and other characteristics as a certain type of industrial products or services in a certain period of time or in a certain area. The trend of competitor change reflects the competitive dynamics and development direction of the market, which can be predicted by trend analysis, regression analysis, scenario analysis and other methods.

The evaluation system of competition analysis refers to the quantitative or qualitative evaluation and judgment of existing or potential competitors faced by industrial products or services according to the key indicators of competition analysis, as well as the corresponding suggestions and countermeasures. The evaluation system of competition analysis can be carried out from the following aspects:

Competitor number assessment: based on the number of competitors, assess the competitive density and competitive pressure of the market, as well as market saturation, growth rate, elasticity and other indicators to determine the attractiveness and competitiveness of the market, as well as the development space and risk of the market.

Competitor type evaluation: according to the types of competitors, evaluate the competitive diversity and complexity of the market, as well as the scale, potential, characteristics, change trend and other indicators of different types or levels of competitors, and judge the diversity and complexity of the market, as well as the advantages and disadvantages of different types or levels of competitors.

Evaluation of competitor characteristics: according to the characteristics of competitors, evaluate the advantages and disadvantages of the market, as well as the competitiveness and differentiation of different types or levels of competitors in terms of market share, market influence, market position, technical level, cost structure, price strategy, quality control, innovation ability, service level, etc., and judge the value creation ability and value promotion space of the market, and the satisfaction and loyalty of different types or levels of competitors.

Competitor change trend assessment: according to the change trend of competitors, evaluate the change and development direction of the market, as well as the regular or irregular changes in the number, type and characteristics of competitors over time or other factors, judge the speed and magnitude of change in the market, as well as the opportunities and threats of the market.

4. price analysis

Price analysis refers to the study of the market price, cost price, target price, etc. of industrial products or services. Price analysis is an important part of industrial market research, and it is also an important basis for formulating price strategy and marketing strategy. Key indicators for price analysis include:

Market price: Refers to the price at which a certain type of industrial product or service is actually traded in the market within a certain period of time and in a certain region. Market prices reflect the supply and demand relationship and price level of the market, which can be counted through market research, industry reports and other methods.

Cost price: refers to the sum of various costs incurred in the production or supply of a certain type of industrial product or service in a certain area during a certain period of time. Cost prices reflect the cost structure and cost level of the market and can be counted through cost accounting, cost analysis and other methods.

Target price: refers to the price that should be set for a certain type of industrial product or service to achieve the expected profit or other goal within a certain period of time and in a certain region. The target price reflects the profit margin and profit level of the market and can be calculated by the target profit method and the target rate of return method.

The evaluation system of price analysis refers to the quantitative or qualitative evaluation and judgment of the market price, cost price and target price of industrial products or services according to the key indicators of price analysis, as well as the corresponding suggestions and countermeasures. The evaluation system of price analysis can be carried out from the following aspects:

Market price assessment: according to the market price, evaluate the supply and demand relationship and price level of the market, as well as the market balance, surplus, shortage and other indicators, judge the stability and volatility of the market, as well as the attractiveness and competitiveness of the market.

Cost price assessment: According to the cost price, evaluate the cost structure and cost level of the market, as well as fixed costs, variable costs, direct costs, indirect costs and other indicators, judge the efficiency and quality of the market, as well as the advantages and disadvantages of the market.

Target price assessment: based on the target price, assess the market's profit margins and profit levels, as well as expected profits, expected returns and other indicators, to determine the market's development space and risks, as well as market opportunities and threats.

5. channel analysis

Channel analysis refers to the study of the various intermediate links that industrial products or services pass through in the process of circulation from producers or suppliers to buyers. Channel analysis is an important part of industrial market research, and it is also an important basis for formulating channel strategy and marketing strategy. Key metrics for channel analysis include:

Number of channels: refers to the total number of intermediate links that a certain type of industrial product or service passes through in the process of circulation from producer or supplier to buyer in a certain period of time and in a certain region. The number of channels reflects the circulation density and circulation pressure of the market, which can be counted through market research, industry reports and other methods.

Channel type: refers to the classification of the intermediate links that a certain type of industrial product or service passes through in the process of circulation from producer or supplier to buyer in a certain period of time and in a certain area. Channel types reflect the diversity and complexity of market circulation, which can be divided by classification statistics, cluster analysis and other methods.

Channel characteristics: refers to the commonality or individuality of function, performance, price, quality and service of a certain type of industrial product or service in the process of circulation from producer or supplier to buyer in a certain period of time. Channel characteristics reflect the circulation advantages and disadvantages of the market, as well as the competitiveness and differentiation of different types or levels of intermediate links, which can be explored through questionnaires, interviews, observations and other methods.

Channel change trend: refers to the regular or irregular changes in the quantity, type and characteristics of a certain type of industrial product or service in the process of circulation from producer or supplier to buyer in a certain period of time or other factors. The trend of channel change reflects the circulation dynamics and development direction of the market, which can be predicted by trend analysis, regression analysis, scenario analysis and other methods.

The evaluation system of channel analysis refers to the quantitative or qualitative evaluation and judgment of various intermediate links in the circulation of industrial products or services from producers or suppliers to buyers according to the key indicators of channel analysis, as well as the corresponding suggestions and countermeasures. The evaluation system of channel analysis can be carried out from the following aspects:

Channel quantity evaluation: according to the number of channels, evaluate the circulation density and circulation pressure of the market, as well as the market saturation, growth rate, elasticity and other indicators, judge the attractiveness and competitiveness of the market, as well as the development space and risk of the market.

Channel type evaluation: according to the channel type, evaluate the circulation diversity and circulation complexity of the market, as well as the scale, potential, characteristics, change trend and other indicators of different types or different levels of intermediate links, and judge the diversity and complexity of the market, as well as the advantages and disadvantages of different types or different levels of intermediate links.

Evaluation of channel characteristics: according to the channel characteristics, evaluate the circulation advantages and disadvantages of the market, as well as the competitiveness and differentiation of different types or levels of intermediate links in terms of function, performance, price, quality and service, judge the value creation ability and value promotion space of the market, as well as the satisfaction and loyalty of different types or levels of intermediate links.

Channel change trend assessment: according to the channel change trend, evaluate the circulation dynamics and development direction of the market, as well as the regular or irregular changes in the number, type and characteristics of channels with time or other factors, judge the speed and magnitude of market change, as well as the opportunities and threats of the market.

6. innovation analysis

Innovation analysis refers to the study of technological innovation, product innovation and service innovation of industrial products or services. Innovation analysis is an important part of industrial market research, and it is also an important basis for formulating innovation strategies and marketing strategies. Key indicators for innovation analysis include:

Innovation quantity: refers to the total number of new technologies, new products and new services produced by a certain type of industrial products or services in terms of technological innovation, product innovation and service innovation in a certain period of time and in a certain region. The number of innovations reflects the innovation density and pressure of the market and can be counted through market surveys, industry reports and other methods.

Innovation type: refers to the classification of new technologies, new products and new services produced by a certain type of industrial products or services in terms of technological innovation, product innovation and service innovation in a certain period of time and in a certain region. The type of innovation reflects the diversity and complexity of innovation in the market, which can be divided by classification statistics, cluster analysis and other methods.

Innovation characteristics: refers to the commonality or individuality of new technologies, new products and new services produced by a certain type of industrial products or services in terms of technological innovation, product innovation and service innovation in a certain period of time and in a certain region. The characteristics of innovation reflect the innovative advantages and disadvantages of the market, as well as the competitiveness and differentiation of new technologies, new products and new services of different types or levels, which can be explored through questionnaires, interviews, observations and other methods.

Innovation change trend: refers to the regular or irregular changes in the quantity, type and characteristics of new technologies, new products and new services produced by a certain type of industrial products or services in terms of technological innovation, product innovation and service innovation in a certain period of time and in a certain region. The trend of innovation change reflects the innovation dynamics and development direction of the market, which can be predicted by trend analysis, regression analysis, scenario analysis and other methods.

The evaluation system of innovation analysis refers to the quantitative or qualitative evaluation and judgment of new technologies, new products and new services produced by industrial products or services in technological innovation, product innovation and service innovation according to the key indicators of innovation analysis, as well as the corresponding suggestions and countermeasures. The evaluation system of innovation analysis can be carried out from the following aspects:

Innovation quantity evaluation: according to the innovation quantity, evaluate the innovation density and innovation pressure of the market, as well as the market saturation, growth rate, elasticity and other indicators, judge the attractiveness and competitiveness of the market, as well as the development space and risk of the market.

Evaluation of innovation type: according to the type of innovation, evaluate the innovation diversity and complexity of the market, as well as the scale, potential, characteristics and changing trend of new technologies, new products and new services of different types or levels, judge the diversity and complexity of the market, as well as the advantages and disadvantages of new technologies, new products and new services of different types or levels.

Evaluation of innovation characteristics: according to the innovation characteristics, evaluate the innovation advantages and disadvantages of the market, as well as the competitiveness and differentiation of different types or levels of new technologies, new products and new services in terms of function, performance, price, quality and service, and judge the value creation ability and value promotion space of the market, And the satisfaction and loyalty of different types or levels of new technologies, new products and new services.

Evaluation of innovation change trend: according to the innovation change trend, evaluate the innovation dynamics and development direction of the market, as well as the regular or irregular changes in the quantity, type and characteristics of innovation with time or other factors, judge the speed and magnitude of market change, as well as the opportunities and threats of the market.

Conclusion

Industrial market research is a systematic and purposeful information collection and analysis activity aimed at providing a basis and recommendations for decision-making in industrial enterprises. Industrial market research involves six aspects: demand analysis, supply analysis, competition analysis, price analysis, channel analysis and innovation analysis, each of which has its key indicators and evaluation system. This paper introduces the key indicators and evaluation system of industrial market research from these six aspects, and shows how to use these indicators and systems to carry out effective industrial market research in the light of the specific cases of Shangpu consulting service customers.