Market research 1. standardized products and services

1. Definition

Standardized products and services refer to industrial products and services that have uniform specifications, quality, performance, price and other characteristics and can be freely circulated and exchanged between different markets and customers. For example, steel, fertilizer, electricity, logistics, etc.

2. Characteristics

The main features of market research for standardized products and services are as follows:

-The research focuses on macro-level issues such as market size, structure, trends, competition, demand and supply, rather than the details and differences of products and services.

-The method of research is mainly to use existing data and information, such as statistics, industry reports, expert opinions, etc., for quantitative analysis and prediction, rather than conducting in-depth qualitative surveys and interviews.

-The content of the study is mainly to describe and explain the current situation and changes of the market, as well as the factors and mechanisms that affect the market, rather than to put forward specific suggestions and plans.

-The difficulty of research is relatively low, because the market information of standardized products and services is relatively rich and transparent, the market laws are relatively stable and clear, and the market changes are relatively slow and stable.

3. Cases

Shangpu Consulting is a consulting organization specializing in industrial market research. It has provided market research services for many enterprises that produce and sell standardized products and services. For example, Shangpu Consulting once provided a research report on the steel market for a leading domestic steel company, analyzing the scale, structure, trends, competition, demand and supply of the steel market, as well as the policies and technologies that affect the steel market., Environmental and other factors provide a reference for the company's market strategy and business decisions.

4. Recommendations

For market research on standardized products and services, industrial enterprises are advised to pay attention to the following points:

-Focus on the overall changes in the market, rather than local fluctuations, and grasp the long-term trend of the market, rather than short-term fluctuations.

-Focus on structural changes in the market, rather than a single factor, and analyze market segments, rather than overall averages.

-Focus on the competitive landscape of the market, rather than individual competitors, and assess the competitive advantages of the market, rather than competitive disadvantages.

-Focus on changes in market demand, not supply, to meet potential market demand, not existing demand.

Market Research on 2. Customized Products and Services

1. Definition

Customized products and services are industrial products and services that are designed, produced, delivered and serviced individually according to different markets and the specific needs of customers. For example, machine tools, automobiles, software, consulting, etc.

2. Characteristics

The main features of market research for customized products and services are as follows:

-The research focuses on micro-level issues such as market and customer needs, preferences, satisfaction and loyalty, rather than product and service specifications, quality, performance, price, etc.

-The method of research is mainly to use customized data and information, such as questionnaires, in-depth interviews, case studies, etc., for qualitative analysis and interpretation, rather than quantitative analysis and prediction.

-The content of the research is mainly to put forward and verify the market and customer demand assumptions, as well as to make targeted recommendations and programs, rather than describing and explaining the current situation and changes in the market.

-The difficulty of research is relatively high, because the market information of customized products and services is relatively scarce and vague, the market law is relatively complex and hidden, and the market changes are relatively rapid and violent.

3. Cases

Champ Consulting also provides market research services to a number of companies that produce and sell customized products and services. For example, Shangpu Consulting once provided a research report on the machine tool market for a leading domestic machine tool enterprise. Through questionnaire survey, in-depth interview, case analysis and other methods, it analyzed the machine tool market and customers' needs, preferences, satisfaction and loyalty, as well as the technology, environment, competition and other factors that affect the machine tool market and customers' needs, for the company's product development, pricing strategy, channel management, promotional activities and customer relations to provide targeted recommendations and solutions.

4. Recommendations

For market research on customized products and services, industrial enterprises are advised to pay attention to the following points:

-Focus on the needs of the market and customers, not the characteristics of products and services, and understand the pain points of the market and customers, not the satisfaction points.

-Focus on market and customer differences rather than similarities, and analyze market and customer segments rather than overall averages.

-Focus on changes in the market and customers, not stability, and predict the future needs of the market and customers, not the current needs.

-Focus on market and customer value, not cost, and provide market and customer solutions, not products and services.

Market research 3. innovative products and services

1. Definition

Innovative products and services are industrial products and services that have novel concepts, functions, forms, technologies and other characteristics that can meet the potential or unknown needs of markets and customers, or create new markets and customers. For example, artificial intelligence, biotechnology, new energy, etc.

2. Characteristics

The main features of market research for innovative products and services are as follows:

-The research focuses on the psychological aspects of market and customer cognition, attitude, willingness and behavior, rather than the concept, function, form and technology of products and services.

-The method of research is mainly to use innovative data and information, such as experiments, simulations, demonstrations, tests, etc., for exploratory analysis and verification, rather than descriptive analysis and interpretation.

-The content of the research is mainly to create and guide the needs of the market and customers, as well as to evaluate and optimize the feasibility, acceptability, sustainability, etc. of products and services, rather than to propose and verify market and customer demand assumptions.

-Research is the most difficult because of the relative lack and uncertainty of market information for innovative products and services, the relative dynamics and uncertainty of market rules, and the relative unpredictability and uncontrollable nature of market changes.

3. Cases

Champ Consulting also provides market research services to a number of companies that produce and sell innovative products and services. For example, Shangpu Consulting once provided a research report on the artificial intelligence market for a leading domestic artificial intelligence enterprise. Through experiments, simulations, demonstrations, tests and other methods, it analyzed the cognition, attitude, willingness and behavior of the artificial intelligence market and customers, as well as the technology, environment, competition and other factors that affect the artificial intelligence market and customer needs, for the enterprise's product development, marketing, risk management and other creative suggestions and programs.

4. Recommendations

For market research on innovative products and services, industrial enterprises are advised to pay attention to the following points:

-Focus on the perception of the market and customers, not the needs, and improve the level of perception of the market and customers, rather than meeting the existing needs of the market and customers.

-Focus on market and customer attitudes, not preferences, and influence changes in market and customer attitudes, rather than catering to market and customer preference choices.

-Focus on the market and customer willingness, rather than satisfaction, to stimulate the formation of the market and customer willingness, rather than improve the market and customer satisfaction evaluation.

-Focus on the behavior of the market and customers, not loyalty, and guide the behavior of the market and customers to change, rather than maintaining the loyalty relationship between the market and customers.

Market research 4. integrated products and services

1. Definition

Comprehensive products and services refer to industrial products and services that are composed of a number of different products and services and can provide a variety of functions, values, experiences, etc. For example, intelligent manufacturing, industrial Internet, engineering consulting, etc.

2. Characteristics

The main features of integrated products and services market research are as follows:

-The research focuses on the integrated dimensions of market and customer needs, satisfaction and loyalty, rather than on the single characteristics of products and services.

-The method of research is mainly to use a variety of data and information, such as statistical data, questionnaires, in-depth interviews, case studies, etc., for comprehensive analysis and evaluation, rather than a single analysis and verification.

-The content of the study is mainly to evaluate and optimize the combined effects of products and services, as well as to make overall recommendations and solutions, rather than to evaluate and optimize the single effects of products and services.

-The difficulty of research is relatively high, because the market information of comprehensive products and services is relatively complex and diverse, the market law is relatively diversified and flexible, and the market changes are relatively rapid and complex.

3. Cases

Shangpu Consulting also provides market research services for a number of integrated products and services manufacturers and sales companies. For example, Shangpu Consulting once provided a research report on the engineering consulting market for a leading domestic engineering consulting company. Through statistical data, questionnaire survey, in-depth interview, case analysis and other methods, it analyzed the engineering consulting market and customers' needs, satisfaction and loyalty, as well as the technical, environmental, competitive and other factors that affect the engineering consulting market and customers' needs, for the enterprise's service portfolio, service quality, service innovation and other overall recommendations and solutions.

4. Recommendations

对于综合性产品和服务的市场研究，建议工业企业注意以下几点：

- 关注市场和客户的需求，而不是产品和服务的特征，满足市场和客户的多元需求，而不是单一需求。

- 关注市场和客户的满意度，而不是产品和服务的效果，提高市场和客户的整体满意度，而不是部分满意度。

- 关注市场和客户的忠诚度，而不是产品和服务的关系，建立市场和客户的长期忠诚度，而不是短期关系。

- 关注市场和客户的价值，而不是产品和服务的成本，提供市场和客户的综合价值，而不是单一成本。

Conclusion

工业市场研究是工业企业的重要工具和手段，可以帮助工业企业了解市场和客户的需求、行为、满意度和忠诚度等，以及影响市场和客户需求的因素和机制，从而为工业企业的市场战略、产品开发、价格策略、渠道管理、促销活动和客户关系等提供决策依据和建议。工业市场研究的对象是多样化的，包括原材料、半成品、成品、零部件、设备、工具、仪器、软件、服务等。根据工业产品和服务的不同特征，工业市场研究可以分为四类：标准化产品和服务的市场研究、定制化产品和服务的市场研究、创新型产品和服务的市场研究和综合性产品和服务的市场研究。这四类工业市场研究的主要区别在于研究的重点、方法、内容和难度等方面。本文分别介绍了这四类工业市场研究的定义、特点、案例和建议，以期为工业企业的市场研究提供参考和指导。