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From demand analysis to competitive strategy, the six steps of industrial market research consulting

2024-07-24 00:21:15 Source: Champ Consulting Visits:0

工业市场研究咨询是一种针对工业领域的特定市场或问题，提供专业的数据收集、分析和建议的服务。

工业市场研究咨询的六大步骤如下：

需求分析：

是指与客户沟通，了解客户的研究目的、问题、假设、预期结果等，明确研究范围、对象、内容、方法等，制定研究计划和合同；

方案设计：

是指根据需求分析的结果，设计合适的研究方案，包括确定研究方法（如定量研究、定性研究或混合研究）、数据来源（如一手数据或二手数据）、数据收集工具（如问卷、访谈、观察等）、数据分析方法（如描述性分析、相关性分析、回归分析等）、报告结构和格式等；

数据收集：

是指按照方案设计的要求，采用相应的工具和渠道，从目标市场或群体中收集有效的数据，包括数量数据和质量数据，同时保证数据的准确性、可靠性和代表性；

数据分析：

It refers to the use of statistics and management knowledge and skills to organize, process, summarize and interpret the collected data, discover the laws, trends, relationships and meanings behind the data, verify or negate problems and assumptions, and draw conclusions And enlightenment;

Report writing:

是指根据数据分析的结果，按照报告结构和格式，撰写清晰、完整、有说服力的报告文档，包括摘要、背景、目标、方法、结果、结论、建议等部分，并配以图表、附录等辅助材料；

策略建议：

It refers to providing targeted strategic suggestions to customers according to the results of the report, including market positioning, target market selection, product development, price strategy, channel strategy, promotion strategy, etc., and communicating and feedback with customers to ensure customer satisfaction and loyalty.

以尚普咨询公司为例，该公司是一家专业从事工业市场研究咨询的公司，在机器人、自动化与智能制造、医疗器械与制药、工业品电商、机床、智能家居、能源和输配电等行业有多年的研究经验。以下是该公司在为一家机器人企业提供市场研究咨询服务时所采取的六大步骤：

Demand Analysis: After communicating with the customer, the company learned that the customer is a professional manufacturer of collaborative robots (Cobot）的企业，希望通过市场研究咨询服务了解中国协作机器人市场的现状和发展趋势，识别潜在的市场机会和风险，制定有效的市场战略和行动计划。该公司明确了研究范围为中国协作机器人市场，研究对象为协作机器人市场的现状和发展趋势，分析协作机器人在该市场中的机会和挑战，确定研究目标为评估协作机器人的市场潜力、竞争格局、用户需求和满意度等，制定研究计划和合同；

Scheme design: According to the research objectives of the customer, the company has designed a set of research schemes that comprehensively use quantitative research and qualitative research, including:

定量研究：通过网络问卷调查，收集中国协作机器人市场的基本数据，如市场规模、增长率、行业分布、品牌占有率、产品特点、价格水平等；

定性研究：通过深度访谈，收集中国协作机器人市场的深层数据，如用户的购买动机、选择标准、使用体验、满意度、忠诚度、改进建议等；

数据收集：该公司按照方案设计的要求，采用相应的工具和渠道，从目标市场或群体中收集有效的数据，包括：

定量数据：通过网络问卷平台，向中国协作机器人市场的潜在用户和现有用户发放问卷，共收集到有效样本1000(B);

定性数据：通过电话或视频方式，对中国协作机器人市场的主要品牌代理商、核心用户和行业专家进行深度访谈，共访谈了30位对象；

数据分析：该公司运用统计学和管理学的知识和技能，对收集到的数据进行整理、处理、归纳和解释，从中发现数据背后的规律、趋势、关系和意义，验证或否定问题和假设，得出结论和启示，主要包括：

定量分析：通过SPSS软件，对定量数据进行描述性分析（如频数分布、均值、标准差等）、相关性分析（如皮尔逊相关系数、斯皮尔曼相关系数等）、回归分析（如线性回归、逻辑回归等）、因子分析（如主成分分析、探索性因子分析等）、聚类分析（如k-均值聚类、层次聚类等）等方法，得出中国协作机器人市场的基本情况、用户特征、用户偏好、用户满意度等指标；

定性分析：通过NVivo软件，对定性数据进行内容分析（如编码、分类、主题提取等）、文本分析（如词频统计、词云生成等）、情感分析（如正面情感、负面情感等）等方法，得出中国协作机器人市场的深层需求、用户感受、用户建议等观点；

报告撰写：该公司根据数据分析的结果，按照报告结构和格式，撰写清晰、完整、有说服力的报告文档，包括摘要、背景、目标、方法、结果、结论、建议等部分，并配以图表、附录等辅助材料。报告主要内容如下：

摘要：本报告主要介绍了中国工业品B2B市场的发展机遇、产业链研究、典型企业案例和发展趋势，旨在为工业品B2B平台服务商、供应商、采购商和投资者提供有价值的参考和指导。

背景：工业品B2B市场是指以工业品为主要交易对象的在线交易平台，涵盖了生产性物料和非生产性物料两大类。随着政策支持、技术进步和经济转型的推动，工业品B2B市场呈现出强劲的增长潜力和广阔的发展空间。

目标：本报告的研究目标是评估中国工业品B2B市场的规模、结构、竞争格局、用户需求和满意度等，分析市场的发展机遇、挑战和趋势，提出针对不同参与方的建议和策略。

方法：本报告采用了定量研究和定性研究相结合的方法，通过网络问卷调查、深度访谈、文献分析等方式，收集并分析了中国工业品B2B市场的相关数据和信息。

结果：本报告得出了以下主要结果：

中国工业品B2B市场规模在2018-2024年间保持高速增长，预计2024The year will reach361.6亿元人民币，年复合增长率为29.6%；

中国工业品B2B市场呈现出多元化的竞争格局，涉及传统服务商、互联网巨头、行业领先企业等多种类型的厂商，各自依托自身优势，形成了不同的产品体系和业务聚焦方向；

中国工业品B2B市场产业链上下游存在多种痛点和需求，工业品B2B平台通过提供数字化、智能化、标准化等解决方案，赋能上游供应商提升获客效率和运营效率，赋能下游采购商降低采购成本和风险，提升采购效率和质量；

中国工业品B2B市场面临着政策支持、技术创新、经济转型等多重利好因素，同时也面临着行业壁垒、用户习惯、产品标准等多重挑战因素，未来将进入新一轮快速发展阶段。

结论：本报告根据研究结果，对中国工业品B2B市场的发展趋势进行了预测和分析，并对不同参与方提出了相应的建议和策略，包括：

对于工业品B2B平台服务商，建议加强产品创新和差异化竞争，深耕细分行业和中小客户群体，加快工业品标准建设和生态合作；

对于工业品供应商，建议积极拥抱数字化转型，利用工业品B2B平台提升产品曝光度和交易效率，优化产品质量和服务水平，提升客户满意度和忠诚度；

对于工业品采购商，建议积极探索线上采购模式，利用工业品B2B平台降低采购成本和风险，提升采购效率和质量，实现采购数字化和智能化；

对于投资者，建议关注工业品B2B市场的发展机遇和挑战，把握市场的增长点和创新点，选择具有核心竞争力和发展潜力的厂商进行投资合作。

建议：本报告最后给出了针对不同参与方的具体建议和策略，以帮助他们更好地把握工业品B2B市场的发展机遇和挑战，实现自身的价值提升和市场优势。

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