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Five tips for industrial market research

2024-07-24 00:21:10 来源：尚普咨询浏览量：0

工业市场研究是指针对工业产品或服务的需求、供给、竞争、价格、渠道等方面进行的系统的、有目的的信息收集和分析活动。工业市场研究与消费品市场研究有很多不同之处，例如：

工业市场的规模通常较小，但单个交易的金额较大；

工业市场的决策过程较长，涉及多个层级和部门；

工业市场的需求受到下游市场的影响，具有周期性和波动性；

工业市场的竞争格局较为稳定，但也存在潜在的替代品和新进入者；

工业市场的价格受到成本、质量、技术、服务等多方面因素的影响；

工业市场的渠道较为复杂，涉及直销、代理、分销、电子商务等多种形式。

因此，进行工业市场研究需要运用一些特殊的技巧和方法，以提高研究的有效性和准确性。本文从五个方面介绍了工业市场研究的技巧，分别是：

确定研究目标和范围。工业市场研究应该根据具体的问题或需求来制定明确的目标和范围，避免过于宽泛或过于细节。例如，如果要了解某个行业或细分市场的整体情况，可以采用宏观分析法（PESTEL），从政治、经济、社会、技术、环境和法律六个方面来评估外部环境对该行业或市场的影响；如果要了解某个产品或服务在某个地区或客户群体中的需求量和潜力，可以采用需求预测法（TAM/SAM/SOM），从总体可用市场（TAM）、服务可得市场（SAM）和目标可得市场（SOM）三个层次来估算需求规模；如果要了解某个产品或服务在某个行业或细分市场中的竞争优势和劣势，可以采用竞争分析法（SWOT），从优势、劣势、机会和威胁四个方面来评价自身和竞争对手的表现。

选择合适的数据来源和收集方法。工业市场研究需要充分利用各种可用的数据来源，包括一手数据和二手数据。一手数据是指通过直接与目标市场或客户接触而获得的数据，例如问卷调查、访谈、观察、实验等；二手数据是指通过其他渠道或机构而获得的数据，例如行业报告、政府统计、专业杂志、网络媒体等。一手数据的优点是更贴近实际情况，更能反映客户的真实需求和偏好，但也存在成本高、时间长、样本小、质量难控等缺点；二手数据的优点是更便捷、更广泛、更系统，但也存在过时、不准确、不完整、不一致等缺点。因此，工业市场研究应该根据研究目标和范围，选择合适的数据来源和收集方法，同时注意验证数据的可靠性和有效性。

运用多种分析工具和模型。工业市场研究需要对收集到的数据进行深入的分析和解读，以得出有价值的结论和建议。为此，可以运用多种分析工具和模型，例如：

细分分析法（Segmentation），将市场或客户按照不同的特征或需求进行划分，以识别目标细分市场或客户群体；

定位分析法（Positioning），确定产品或服务在目标细分市场或客户群体中所占据的位置或形象，以区别于竞争对手；

价值链分析法（Value Chain），分析产品或服务在生产、销售、使用等各个环节中所创造的价值，以提高效率和降低成本；

价值主张分析法（Value Proposition），明确产品或服务所能提供给目标细分市场或客户群体的核心价值或利益，以吸引和留住客户；

产品生命周期分析法（Product Life Cycle），判断产品或服务所处的发展阶段（引入期、成长期、成熟期或衰退期），以制定相应的市场策略；

波特五力模型（Porter’s Five Forces），从行业内部的竞争者、潜在进入者、替代品和行业外部的供应商和买方五个方面来评估行业的竞争程度和盈利能力；

波士顿矩阵（BCG Matrix），根据产品或服务在市场中的相对市场份额和市场增长率，将其划分为明星产品、问题产品、金牛产品或瘦狗产品四种类型，以指导资源配置和投资决策；

安索夫矩阵（Ansoff Matrix），根据产品或服务是否新颖以及市场是否已有，将其划分为市场渗透、市场开发、产品开发或多元化四种增长策略，以指导市场拓展和创新。

关注行业动态和趋势。工业市场研究不仅要了解当前的市场情况，还要关注未来的市场变化。为此，可以通过以下方式来掌握行业动态和趋势，例如：

跟踪行业领先企业的动作和战略，分析其对市场的影响和启示；

关注行业相关的政策法规、技术创新、社会变革等因素，分析其对市场的威胁和机会；

运用情景分析法（Scenario Analysis），构建不同的假设条件，预测未来可能出现的市场情况和发展方向；

运用德尔菲法（Delphi Method），邀请行业专家或意见领袖，通过多轮问卷调查和反馈，形成对未来市场的共识和预期。

结合客户需求和反馈。工业市场研究的最终目的是为了满足客户的需求，提高客户的满意度和忠诚度。因此，工业市场研究应该结合客户的需求和反馈，以优化产品或服务的设计、定价、推广、分销等方面。为此，可以通过以下方式来了解和满足客户的需求和反馈，例如：

运用KANO模型（Kano Model），将客户的需求分为基本需求、期望需求和兴奋需求三种类型，以确定产品或服务的最低标准、差异化因素和创新点；

运用伺服利特模型（Servqual Model），从可靠性、响应性、保证性、有形性和同理心五个方面来评价服务质量，以缩小客户期望与实际感受之间的差距；

运用网罗图（Net Promoter Score），通过一个简单的问题（你会向你的朋友或同事推荐我们的产品或服务吗？）来衡量客户的忠诚度，以提高客户转化率和留存率；

运用用户体验地图（Customer Journey Map），从客户的角度出发，描绘客户在使用产品或服务过程中所经历的各个阶段、触点、情感和行为，以优化客户体验和增加客户价值。

以上就是工业市场研究的五大技巧，希望对你有所帮助。下面我们将结合尚普咨询服务客户的具体案例，展示这些技巧在实际应用中的效果。

案例一：某汽车零部件制造商想要进入中国市场，需要了解中国汽车零部件市场的规模、结构、竞争、机会等情况。尚普咨询为其提供了以下服务：

采用宏观分析法（PESTEL），评估中国汽车零部件市场受到政治、经济、社会、技术、环境和法律六个方面的影响；

采用细分分析法（Segmentation），将中国汽车零部件市场按照产品类型、应用领域、地区等维度进行划分，并确定目标细分市场；

采用竞争分析法（SWOT），评价该制造商在目标细分市场中所面临的优势、劣势、机会和威胁，并与主要竞争对手进行对比；

采用定位分析法（Positioning），确定该制造商在目标细分市场中的位置或形象，并制定相应的品牌策略；

采用需求预测法（TAM/SAM/SOM），估算该制造商在目标细分市场中的需求量和潜力，并制定相应的销售目标；

采用价值链分析法（Value Chain），分析该制造商在生产、销售、使用等各个环节中所创造的价值，并提出相应的改进建议；

采用价值主张分析法（Value Proposition），明确该制造商所能提供给目标细分市场的核心价值或利益，并制定相应的营销策略；

采用情景分析法（Scenario Analysis），构建不同的假设条件，预测未来可能出现的市场情况和发展方向，并制定相应的应对措施。

通过尚普咨询的服务，该制造商成功地进入了中国汽车零部件市场，并在短期内取得了不错的业绩。

案例二：某化工企业想要开发一种新型的环保涂料，需要了解环保涂料市场的需求、创新、趋势等情况。尚普咨询为其提供了以下服务：

采用产品生命周期分析法（Product Life Cycle），判断环保涂料市场所处的发展阶段（成长期），以制定相应的市场策略；

采用波特五力模型（Porter’s Five Forces），评估环保涂料市场的竞争程度和盈利能力，以确定进入门槛和退出壁垒；

采用波士顿矩阵（BCG Matrix），将环保涂料市场中的不同产品或服务划分为明星产品、问题产品、金牛产品或瘦狗产品四种类型，以指导资源配置和投资决策；

采用安索夫矩阵（Ansoff Matrix），将环保涂料市场中的不同增长策略划分为市场渗透、市场开发、产品开发或多元化四种类型，以指导市场拓展和创新；

采用德尔菲法（Delphi Method），邀请行业专家或意见领袖，通过多轮问卷调查和反馈，形成对未来环保涂料市场的共识和预期；

采用KANO模型（Kano Model），将环保涂料市场中客户的需求分为基本需求、期望需求和兴奋需求三种类型，以确定新型环保涂料的最低标准、差异化因素和创新点；

采用伺服利特模型（Servqual Model），从可靠性、响应性、保证性、有形性和同理心五个方面来评价新型环保涂料的服务质量，以缩小客户期望与实际感受之间的差距；

采用网罗图（Net Promoter Score），通过一个简单的问题（你会向你的朋友或同事推荐我们的新型环保涂料吗？）来衡量客户对新型环保涂料的忠诚度，以提高客户转化率和留存率；

采用用户体验地图（Customer Journey Map），从客户的角度出发，描绘客户在使用新型环保涂料过程中所经历的各个阶段、触点、情感和行为，以优化客户体验和增加客户价值。

通过尚普咨询的服务，该化工企业成功地开发了一种新型的环保涂料，并在市场中获得了良好的反响和评价。

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