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Demand Analysis and Market Segmentation for Industrial Market Research: How to Identify and Meet

2024-07-24 00:21:03 来源：尚普咨询浏览量：0

一、工业市场研究的需求分析

需求分析是指对市场上存在的或潜在的需求进行系统的识别、测量和评估的过程。需求分析的目的是确定市场的规模、增长率、结构和潜力，以及影响需求的各种因素，从而为市场策略的制定提供依据。需求分析的方法主要有以下几种：

历史分析法：通过分析过去的销售数据、市场份额、价格变化等，来推断市场的需求趋势和变化规律。

调查法：通过设计问卷、访谈、观察等方式，直接向潜在或现有的客户收集有关他们的需求、偏好、满意度等信息。

实验法：通过在实验室或现场模拟不同的市场条件，观察客户的反应，来测试不同的产品或服务对需求的影响。

统计法：通过运用数学模型、统计技术、计量经济学等方法，对收集的数据进行分析，来预测或估计市场的需求。

需求分析的步骤一般包括以下几个方面：

确定需求分析的目标和范围：明确需求分析的主题、对象、时间、地域等，以及需求分析的具体目的和意义。

选择需求分析的方法和技术：根据需求分析的目标和范围，以及可用的数据和资源，选择合适的需求分析的方法和技术。

收集和处理需求相关的数据：通过各种渠道和方式，收集有关市场的需求的定性和定量的数据，并进行清理、整理、归类、编码等处理，使之适合于分析。

分析和解释需求的结果：运用需求分析的方法和技术，对处理后的数据进行分析，得出需求的规模、结构、特征、趋势、影响因素等结果，并进行合理的解释和评价。

撰写和报告需求分析的报告：将需求分析的过程和结果，以及对市场策略的建议，以书面或口头的形式，以适当的格式和语言，向相关的决策者或利益相关者报告。

二、工业市场研究的市场细分

市场细分是指将一个大的市场，根据不同的标准或维度，划分为若干个相对均匀的子市场或客户群体的过程。市场细分的目的是识别和区分不同的客户需求和行为，以便为不同的细分市场提供差异化的产品或服务，从而提高市场效率和竞争优势。市场细分的方法主要有以下几种：

地理细分法：根据客户所在的地理位置，如国家、地区、城市、气候等，将市场划分为不同的细分市场。

人口统计细分法：根据客户的人口统计特征，如年龄、性别、教育、收入、职业等，将市场划分为不同的细分市场。

心理细分法：根据客户的心理特征，如个性、生活方式、价值观、态度等，将市场划分为不同的细分市场。

行为细分法：根据客户的行为特征，如购买动机、购买频率、购买量、品牌忠诚度、使用场合等，将市场划分为不同的细分市场。

市场细分的步骤一般包括以下几个方面：

确定市场细分的目标和范围：明确市场细分的主题、对象、时间、地域等，以及市场细分的具体目的和意义。

选择市场细分的方法和标准：根据市场细分的目标和范围，以及可用的数据和资源，选择合适的市场细分的方法和标准。

收集和处理市场细分相关的数据：通过各种渠道和方式，收集有关市场细分的定性和定量的数据，并进行清理、整理、归类、编码等处理，使之适合于分析。

分析和解释市场细分的结果：运用市场细分的方法和标准，对处理后的数据进行分析，得出市场的细分方式、细分市场的规模、结构、特征、需求等结果，并进行合理的解释和评价。

选择和评估目标市场：根据市场细分的结果，以及企业的资源、能力、目标等，选择一个或多个具有潜力和吸引力的细分市场作为目标市场，并进行市场的吸引力、竞争力、可行性等评估。

撰写和报告市场细分的报告：将市场细分的过程和结果，以及对目标市场的选择和评估，以及对市场策略的建议，以书面或口头的形式，以适当的格式和语言，向相关的决策者或利益相关者报告。

Case Analysis of 3. Shangpu Consulting Company

尚普咨询公司是一家专业从事工业市场研究的咨询公司，为各行各业的工业企业提供定制化的市场研究服务，帮助他们了解和满足客户的需求，提高市场竞争力和盈利能力。以下是尚普咨询公司为其客户提供的一些工业市场研究的需求分析和市场细分的案例分析：

案例一：一家生产和销售工业机器人的企业，想要进入中国市场，但不清楚中国市场的需求规模、结构和特征，以及竞争对手的情况。尚普咨询公司为该企业提供了以下的需求分析和市场细分的服务：

需求分析：尚普咨询公司通过调查法和统计法，收集了中国市场的工业机器人的需求数据，包括需求量、需求增长率、需求分布、需求影响因素等，并进行了分析和预测。尚普咨询公司发现，中国市场的工业机器人的需求量在不断增长，主要受到以下几个因素的影响：工业化水平的提高、人工成本的上升、产品质量的要求、政府的政策支持等。尚普咨询公司预测，中国市场的工业机器人的需求量将在未来几年内保持高速增长，达到世界领先水平。

市场细分：尚普咨询公司根据客户的行业、规模、用途、功能等标准，将中国市场的工业机器人的需求分为四个细分市场：汽车制造、电子制造、金属加工、其他制造。尚普咨询公司分析了每个细分市场的需求量、需求特征、需求趋势、竞争情况等，并为每个细分市场评估了市场的吸引力、竞争力和可行性。尚普咨询公司建议该企业优先考虑汽车制造和电子制造这两个细分市场，因为这两个细分市场的需求量最大，需求增长率最高，需求特征与该企业的产品特点相匹配，竞争对手相对较少，市场的吸引力、竞争力和可行性都较高。

案例二：一家生产和销售工业润滑油的企业，想要提高其在现有市场的份额，但不清楚其现有客户的需求、偏好、满意度等，以及如何提高客户的忠诚度和推荐度。尚普咨询公司为该企业提供了以下的需求分析和市场细分的服务：

需求分析：尚普咨询公司通过调查法和实验法，收集了该企业的现有客户的需求、偏好、满意度等数据，包括客户对工业润滑油的性能、品质、价格、服务等方面的评价和期望，并进行了分析和解释。尚普咨询公司发现，该企业的现有客户的需求和偏好主要受到以下几个因素的影响：客户所属的行业、客户使用的设备、客户的购买动机、客户的购买频率等。尚普咨询公司还发现，该企业的现有客户的满意度较高，但忠诚度和推荐度较低，主要原因是该企业的产品缺乏差异化，服务缺乏个性化，沟通缺乏互动性。

市场细分：尚普咨询公司根据客户的行业、设备、购买动机、购买频率等标准，将该企业的现有客户分为四个细分市场：高端客户、中端客户、低端客户、潜在客户。尚普咨询公司分析了每个细分市场的需求量、需求特征、需求趋势、竞争情况等，并为每个细分市场制定了相应的产品、价格、促销、服务等策略。尚普咨询公司建议该企业针对不同的细分市场，提供不同的工业润滑油产品，以满足不同的性能、品质、价格等需求；提供不同的服务，以满足不同的售前、售中、售后等需求；提供不同的沟通方式，以满足不同的信息、咨询、反馈等需求。尚普咨询公司认为，这样可以提高该企业的产品的差异化，服务的个性化，沟通的互动性，从而提高客户的忠诚度和推荐度。

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On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

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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