Industrial market research refers to the process of systematically collecting, analyzing and explaining the demand, supply, competition, price, channel and innovation of industrial products or services to help enterprises formulate more effective market strategies and decisions. With the development of digitalization and artificial intelligence technology, industrial market research is also facing new opportunities and challenges. This paper discusses the influence, application and prospect of digitalization and artificial intelligence on industrial market research, and shows the practical value of digitalization and artificial intelligence in industrial market research in combination with the specific cases of Shangpu consulting service customers.

The impact of 1. digitization and artificial intelligence on industrial market research

Digitalization refers to the process of using information technology to convert all kinds of information into digital format and transmit, store, process and apply through the network. Digitalization makes information easier to access, share and use, thereby increasing the value and efficiency of information. Artificial intelligence refers to the use of computer systems to simulate the process of human intelligence, including perception, understanding, reasoning, decision-making, learning and other capabilities. Artificial intelligence enables computer systems to deal with complex problems, thereby improving the performance and functionality of computer systems.

Digitalization and artificial intelligence have had a profound impact on industrial market research, mainly in the following aspects:

（1) data sources are richer and more diverse. With the development of the Internet of Things, cloud computing, big data and other technologies, the industrial field has produced massive amounts of data, covering product design, production process, quality control, logistics and distribution, after-sales service and other links. This data includes not only structured numbers and text, but also unstructured images, videos, and voice. These data provide a more comprehensive and detailed information source for industrial market research, and also bring greater challenges to data analysis.

（2) Data analysis methods are more advanced and intelligent. With the development of machine learning, deep learning, natural language processing and other technologies, artificial intelligence has demonstrated a strong ability in data analysis, which can quickly and effectively process massive amounts of data, extract valuable information, and generate visual reports. Artificial intelligence can also predict and optimize data to support decision-making. For example, artificial intelligence can analyze historical data, predict future market demand and price changes, and optimize production planning and inventory management according to the objective function.

（3) Data application scenarios are more extensive and in-depth. With the application of digitalization and artificial intelligence technology, industrial market research can be used not only for traditional market research and analysis, but also for emerging market innovation and change. For example, digitalization and artificial intelligence can help companies realize personalized customization of products or services to meet the needs of different customers; it can help companies realize the automation and intelligence of production processes, and improve production efficiency and quality; it can help companies achieve supply chain management. Synergy and optimization, reduce costs and risks; it can help companies achieve business model innovation and transformation, and increase competitiveness and profitability.

Application of 2. Digitalization and Artificial Intelligence in Industrial Market Research

The application of digitalization and artificial intelligence in industrial market research has been involved in many industries and fields. Here are some typical cases:

（1) semiconductor industry. Semiconductors are the foundation of digitization and artificial intelligence, and one of the industries most affected by it. Market research in the semiconductor industry requires in-depth analysis of complex technologies, products, markets, competition and other factors to help companies formulate reasonable strategies and decisions. Shangpu Consulting provides market research services for a leading domestic semiconductor equipment manufacturer. By collecting and analyzing data on the global and Chinese semiconductor markets, it evaluates the customer's market position, competitive advantages, development trends, etc., and proposes for different Market segment development strategies and recommendations. Shangpu Consulting also uses artificial intelligence technology to predict and optimize customers' product performance, quality, cost, etc., and provide customers with more valuable solutions.

（2) Automotive industry. Automobile is an important application field of digitalization and artificial intelligence, and it is also one of the industries that have been impacted by digitalization and artificial intelligence. Market research in the automotive industry requires timely and effective monitoring and analysis of changing customer needs, technological innovation, and market competition to help companies grasp opportunities and respond to challenges. Shangpu Consulting provides market research services for a well-known domestic automobile manufacturer. By collecting and analyzing the data of the global and Chinese automobile markets, it identifies the customer's target market, target customers, target products, etc., and puts forward marketing strategies and suggestions for different market segments. Shangpu Consulting also uses artificial intelligence technology to predict and optimize customers' product design, production process, after-sales service, etc., to provide customers with more competitive products and services.

（3) medical industry. Healthcare is an important enabling area for digitalization and artificial intelligence, and one of the industries that receive the greatest value from digitalization and artificial intelligence. Market research in the medical industry requires a comprehensive and in-depth analysis of complex medical needs, medical resources, and medical policies to help companies provide more efficient and better medical products or services. Shangpu Consulting provides market research services for a leading domestic medical imaging equipment manufacturer. Through the collection and analysis of global and Chinese medical imaging market data, it evaluates the market opportunities, competitive advantages and development potential of customers, and puts forward development strategies and suggestions for different market segments. Shangpu Consulting also uses artificial intelligence technology to predict and optimize customers' equipment performance, diagnostic accuracy, and operation and maintenance efficiency, providing customers with more valuable solutions.

Prospects of 3. Digitalization and Artificial Intelligence in Industrial Market Research

The application of digitization and artificial intelligence in industrial market research is still in its infancy, and there is still a lot of room for development and potential in the future. With the continuous progress and popularization of digitalization and artificial intelligence technology, industrial market research will present the following trends:

（1) Data-driven. Data will become the core resource and driving force of industrial market research, and the quality, quantity, speed and safety of data will determine the effect and value of industrial market research. Industrial market research will need to pay more attention to data collection, integration, cleaning, analysis, application and other links to improve the reliability and validity of data. At the same time, industrial market research will need to pay more attention to data protection and compliance to avoid data leakage and misuse.

（2) Intelligent. Intelligence will become the core feature and advantage of industrial market research, and the degree, scope and depth of intelligence will determine the performance and function of industrial market research. Industrial market research will need to make more use of artificial intelligence technology to improve the accuracy, efficiency, flexibility and so on of data analysis. At the same time, industrial market research will need to make more use of artificial intelligence technology to realize the prediction, optimization, innovation and so on of data applications.

（3) Fusion. Integration will become the core demand and direction of industrial market research, and the level, mode and effect of integration will determine the breadth and depth of industrial market research. Industrial market research will need to be more across the boundaries of industries, fields, departments, organizations, etc. to achieve data sharing and collaboration. At the same time, industrial market research will need to be more integrated with human knowledge, experience, creativity and other factors to achieve the empowerment and value of data.

4. Conclusion

Digitalization and artificial intelligence are the two driving forces of the current era and the two major trends of future development. Digitalization and artificial intelligence have a profound and extensive impact on industrial market research, and also bring new opportunities and challenges to industrial market research. This paper discusses the influence, application and prospect of digitalization and artificial intelligence on industrial market research, and shows the practical value of digitalization and artificial intelligence in industrial market research in combination with the specific cases of Shangpu consulting service customers.