Purpose of 1. Industrial Market Research

The purpose of industrial market research is to help enterprises understand and grasp the current situation and trends of the industrial market, find and meet the needs of customers, formulate and implement effective marketing strategies, and improve the competitiveness and profitability of enterprises. Specifically, industrial market research can help companies achieve the following goals:

Identify and evaluate potential market opportunities and threats, such as emerging needs, technologies, competitors, regulations, etc;

Analyze and forecast market size, growth rate, structure, distribution, segmentation, etc;

Understand and evaluate customer characteristics, behavior, preferences, satisfaction, loyalty, etc;

Determine and optimize the characteristics, functions, quality, price, etc. of products or services;

Select and manage effective marketing channels, promotion methods, communication means, etc;

Monitor and evaluate marketing campaign effectiveness and room for improvement.

Content of 2. Industrial Market Research

According to the purpose of industrial market research, its content can be divided into the following aspects:

Market overview research: mainly involves the definition, scope, classification and other basic information of the market, as well as the historical development of the market, current situation analysis, future forecasts and other comprehensive information;

Market demand research: mainly involves quantitative information such as customer demand for products or services, demand structure, demand changes, etc., as well as qualitative information such as customer demand motivation, demand level, demand difference for products or services;

Market supply research: mainly involves quantitative information such as the supply of products or services, supply structure, supply changes, and qualitative information such as the number, scale, and geographical distribution of suppliers of products or services;

Market competition research: mainly involves quantitative information such as the degree of competition, competition pattern and competition strategy of the industry or market segment in which the product or service is located, as well as qualitative information such as the characteristics, advantages, disadvantages and threats of competitors;

Market price research: mainly involves quantitative information such as market price level, price structure and price changes of products or services, as well as qualitative information such as price formation mechanism, price influencing factors and price elasticity of products or services;

Market channel research: mainly involves quantitative information such as the number, type, structure and distribution of sales channels for products or services, as well as qualitative information such as selection criteria, management methods and efficiency evaluation of sales channels;

Marketing promotion research: mainly involves quantitative information such as the promotion mode, frequency, intensity and effect of products or services, as well as qualitative information such as promotion objectives, contents, objects and methods;

Market communication research: mainly involves quantitative information such as communication means, frequency, content and effect of products or services, as well as qualitative information such as communication objectives, information sources, information carriers and information receivers.

3. methods of industrial market research

The methods of industrial market research can be divided into two categories: one is the second-hand data analysis method, that is, the use of existing data for analysis and interpretation, such as statistical data, literature, network information, etc.; the second is the first-hand data collection method, that is, through The design and implementation of questionnaires, interviews, observation experiments, etc., directly obtain data from the market. In general, industrial market research should use a combination of second-hand data analysis and first-hand data collection methods to improve the validity and reliability of data. Specifically, according to the content and objectives of industrial market research, the following common methods can be selected:

Market overview research: mainly using second-hand data analysis methods, such as literature review, historical comparison, trend extrapolation, etc;

Market demand research: mainly using first-hand data collection methods, such as questionnaires, interviews, focus groups, etc;

Market supply research: mainly using second-hand data analysis methods, such as statistical analysis, proportional analysis, index analysis, etc;

Market competition research: mainly using a combination of first-hand data collection and second-hand data analysis, such as competitor analysis, Porter's five-force model,SWOTanalysis method, etc;

Market price research: mainly using a combination of first-hand data collection and second-hand data analysis, such as price survey method, price test method, price elasticity analysis method, etc;

Market channel research: mainly using a combination of first-hand data collection and second-hand data analysis, such as channel survey, channel test, channel assessment, etc;

Market promotion research: mainly using a combination of first-hand data collection and second-hand data analysis, such as promotion survey method, promotion test method, promotion evaluation method, etc;

Market communication research: mainly using a combination of first-hand data collection and second-hand data analysis methods, such as communication survey method, communication test method, communication evaluation method, etc.

Steps 4. Industrial Market Research

The steps of industrial market research can be summarized in the following six stages:

The first stage: determine the research objectives. This is the starting point and direction of industrial market research, and it is necessary to clarify the theme, scope, problems, assumptions, etc. of the research;

The second stage: design the research plan. This is the core and key of industrial market research, which requires the selection of appropriate research methods, data sources, data collection tools, data analysis techniques, etc;

The third stage: data collection. This is the basis and guarantee of industrial market research. It is necessary to obtain effective data from two channels: second-hand data and first-hand data according to the research plan;

The fourth stage: analysis of data. This is the process and means of industrial market research, which requires the use of statistics, economics, management and other relevant theories and methods to collate, summarize, reason and verify the collected data;

The fifth stage: writing the report. This is the result and presentation of industrial market research, which needs to present the background, purpose, method, result, conclusion, suggestion, etc. of the research in a logical, concise and standardized way according to the research objectives and readers;

Stage 6: Advice. This is the value and significance of industrial market research. It is necessary to provide enterprises with targeted, feasible and innovative marketing consulting services according to the conclusions and suggestions in the report.

Conclusion

Industrial market research is a complex and important work, which requires clear objectives, reasonable plans, effective data, scientific analysis, standardized reports and professional consultation. This paper analyzes the common problems that may be encountered in industrial market research from the four aspects of the purpose, content, method and steps of industrial market research, and puts forward the corresponding solutions, hoping to provide some reference and enlightenment for industrial market researchers.