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How to Use Industrial Market Research to Improve Product Competitiveness

2024-07-24 00:21:01  来源:尚普咨询  浏览量:0

1. What is Industrial Market Research?

工业市场研究是指对工业产品或服务的市场环境、竞争态势、客户需求、技术趋势等进行系统的分析和评估,以为企业的战略决策和行动计划提供依据和指导。工业市场研究与消费品市场研究有所不同,主要体现在以下几个方面:

工业市场的规模相对较小,但交易金额较大,涉及的决策者较多,决策过程较长,影响因素较复杂;

工业产品或服务的特性通常较为复杂,需要专业的知识和技能,往往需要定制化或个性化的解决方案;

工业客户的需求通常较为理性,更注重产品或服务的功能、性能、质量、成本、效益等方面;

工业市场受到宏观经济、政策法规、技术创新、行业发展等多重因素的影响,具有一定的不确定性和变化性。

因此,工业市场研究需要有专业的知识背景、分析方法和咨询经验,才能有效地帮助企业了解市场情况,把握市场动态,发现市场机会,规避市场风险,制定合理的战略决策和行动计划。

二、如何进行工业市场研究?

The methods of industrial market research mainly include the following:

桌面研究(Desk Research):指通过收集和分析已有的数据资料(如官方统计数据、行业报告、专家论文、新闻媒体等),获取一般性或基础性的市场信息;

深度访谈(In-depth Interview):指通过与目标客户或相关人士(如行业专家、竞争对手、渠道商等)进行一对一的面对面或电话访谈,获取深入的市场见解和意见;

焦点小组(Focus Group):指通过邀请一组目标客户或相关人士(通常为6-10人)参与一个主题讨论,获取多样的市场观点和反馈;

调查问卷(Survey Questionnaire):指通过设计一套标准化的问题,向一定数量的目标客户或相关人士进行邮件、网络、电话或面对面的调查,获取量化的市场数据和分析;

实地考察(Field Visit):指通过亲自到访目标客户或相关人士的工作场所,观察和了解他们的实际情况和需求,获取直观的市场印象和感受。

工业市场研究的方法应根据具体的研究目的、内容、范围、时间、预算等因素综合选择和组合,以达到最佳的研究效果。一般来说,桌面研究是工业市场研究的基础,可以为其他方法提供参考和支持;深度访谈和焦点小组是工业市场研究的核心,可以获取最有价值和深度的市场信息;调查问卷是工业市场研究的补充,可以获取最广泛和客观的市场数据;实地考察是工业市场研究的辅助,可以获取最直观和真实的市场感受。

三、工业市场研究包括哪些内容?

工业市场研究的内容主要包括以下几个方面:

市场环境分析:指对影响工业产品或服务市场发展的宏观经济、政策法规、社会文化、自然资源等外部因素进行分析,评估其对市场规模、结构、趋势等方面的影响;

市场需求分析:指对工业产品或服务的潜在或现有客户进行分析,了解他们的需求特征、需求动机、需求层次、需求变化等方面,预测未来的市场需求量和需求结构;

市场供给分析:指对工业产品或服务的现有或潜在供应商进行分析,了解他们的供应能力、供应成本、供应策略、供应模式等方面,评估当前和未来的市场供给量和供给结构;

市场竞争分析:指对工业产品或服务市场中存在的竞争者进行分析,了解他们的竞争优势、竞争策略、竞争行为、竞争效果等方面,判断当前和未来的市场竞争程度和竞争格局;

市场机会分析:指在对市场环境、需求、供给和竞争进行综合分析的基础上,发现并评估工业产品或服务市场中存在的潜在机会,如新兴细分市场、新增长点、创新空间等;

市场风险分析:指在对市场环境、需求、供给和竞争进行综合分析的基础上,发现并评估工业产品或服务市场中存在的潜在风险,如政策变化、技术更迭、客户流失等。

四、有哪些工业市场研究案例?

以下是一些工业市场研究案例

案例一:某国际知名的工业机器人制造商,想要进入中国市场,但对中国市场的情况不太了解,委托尚普咨询公司进行工业机器人市场研究。尚普咨询公司通过桌面研究、深度访谈、调查问卷等方法,为客户提供了中国工业机器人市场的规模、结构、趋势、需求、供给、竞争、机会和风险等方面的全面分析报告,并根据客户的产品特点和优势,提出了合适的市场进入策略和行动建议,帮助客户成功打开中国市场,实现了良好的市场表现和客户反馈。

案例二:某国内领先的工业自动化解决方案提供商,想要开发新的产品线,但对目标市场的需求不太清楚,委托尚普咨询公司进行工业自动化市场需求研究。尚普咨询公司通过焦点小组、深度访谈、实地考察等方法,为客户提供了目标市场的需求特征、需求动机、需求层次、需求变化等方面的深入分析报告,并根据客户的技术能力和资源条件,提出了合理的产品设计和定价方案,帮助客户有效满足市场需求,提升产品竞争力和市场份额。

案例三:某国内知名的工业润滑油生产商,想要优化自己的营销策略,但对竞争对手的情况不太了解,委托尚普咨询公司进行工业润滑油市场竞争研究。尚普咨询公司通过桌面研究、调查问卷、实地考察等方法,为客户提供了工业润滑油市场中主要竞争者的竞争优势、竞争策略、竞争行为、竞争效果等方面的详细分析报告,并根据客户的产品优势和营销目标,提出了针对性的营销策略和行动建议,帮助客户有效应对市场竞争,增强产品品牌和客户忠诚度。

Summary:

工业市场研究是一种重要的战略管理工具,可以帮助企业了解市场情况,把握市场动态,发现市场机会,规避市场风险,制定合理的战略决策和行动计划。工业市场研究需要有专业的知识背景、分析方法和咨询经验,才能有效地为企业提供数据和智慧。尚普咨询公司是一家专业的工业市场研究咨询公司,拥有丰富的行业经验和成功案例,可以为企业提供定制化的工业市场研究服务,帮助企业提升产品竞争力。



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