The industrial market refers to the market with the means of production as the main object, which covers a variety of industries, such as manufacturing, energy, transportation, construction and so on. The industrial market is characterized by high demand but high volatility, fierce competition but high degree of differentiation, many influencing factors but difficult to predict, and many opportunities but high risks. Therefore, for enterprises that want to enter or expand the industrial market, it is very important to conduct effective market research, which can help enterprises understand the current situation and future development trend of the market, find out their own advantages and disadvantages, and formulate reasonable strategies and action plans.

However, industrial market research is not an easy task, it requires professional knowledge and experience, as well as scientific methods and skills. Many enterprises are unable to carry out high-quality industrial market research on their own due to lack of internal resources or capabilities, so they need to seek the help of external professional institutions. Industrial market research consulting is a consulting activity that provides research services specifically for the industrial market. It can provide customers with objective, comprehensive, in-depth, accurate and effective market analysis and evaluation, as well as targeted suggestions and solutions.

So, as an industrial market research consultant, should master what skills? This article will introduce from the following nine aspects:

Determine research objectives and scope

This is the first and most critical step in the industrial market research consulting project. In this step, the consultant needs to fully communicate with the client to understand the client's research needs and expectations, clarify the purpose, object, content, method, time, budget, etc. of the research, as well as the output form and use of the research. The consultant also needs to determine the scope and boundaries of the study according to the needs of the client and the actual situation of the market, avoid being too broad or too detailed, and ensure the feasibility and effectiveness of the study.

For example, Shangpu Consulting Company once provided industrial market research and consulting services for a European industrial robot manufacturer who wanted to enter the Chinese market. When determining the research objectives and scope, after the consultant communicated with the customer, the research object was positioned as the demand, competition, trend and opportunity of the Chinese industrial robot market, the research content is limited to the scale, structure, characteristics, development process, main driving factors, main constraints, main application fields, main customer groups, main competitors, main policies and regulations, etc. of China's industrial robot market. The research method is selected as literature analysis, industry report analysis, expert interviews, questionnaire surveys, etc., and the research time is arranged for three months, and the research budget is controlled10Within ten thousand euros, the research output form and use method are determined as a detailed market analysis report and an on-site briefing.

Selection of appropriate research methods and tools

This is the second and very important step of the industrial market research consulting project. In this step, the consultant needs to select the most suitable research methods and tools according to the research objectives and scope to ensure the effective collection and processing of data and information. The methods and tools commonly used in industrial market research consulting are: literature analysis, industry report analysis, expert interviews, questionnaires, observation, experimental methods, case studies, etc. Consultants need to choose the most appropriate combination according to the advantages and disadvantages of different methods and tools, taking into account their reliability, effectiveness, operability, cost-effectiveness and other factors.

For example, in the above-mentioned industrial market research and consulting project provided by Shangpu Consulting Company for European industrial robot manufacturers, the consultant chose literature analysis and industry report analysis as the main data sources to obtain the basic situation and macro trends of China's industrial robot market; Expert interviews were selected as supplementary data sources to obtain in-depth insights and cutting-edge trends of China's industrial robot market; questionnaire survey was chosen as the data source for verification to obtain objective feedback and user needs of China's industrial robot market.

Collect and organize effective data and information

This is the third step of the industrial market research consulting project, but also a very critical step. In this step, the consultant needs to systematically collect data and information according to the selected research methods and tools, and organize the data and information effectively for subsequent analysis and evaluation. The process of data and information collection needs to follow the following principles: first, there should be clear collection objectives and plans, second, there should be reasonable collection channels and sources, third, there should be effective collection methods and techniques, fourth, there should be sufficient collection time and resources, and fifth, there should be strict collection quality and standards.

The process of data and information collation needs to follow the following principles: first, there should be clear objectives and framework for collation; second, there should be appropriate methods and tools for collation; third, there should be effective methods and techniques for collation; fourth, there should be sufficient time and resources for collation; and fifth, there should be strict quality and standards for collation. For example, in the above-mentioned industrial market research and consulting project provided by Shangpu Consulting Company for European industrial robot manufacturers, in the process of data and information collection, according to the pre-established collection objectives and plans, through network search, library consultation, industry association consultation, expert recommend and other channels, a large number of literature materials, industry reports, expert opinions, questionnaire data, etc. on China's industrial robot market were obtained, and usedExcel、SPSSSuch as software to clean, classify, summarize, statistics and other processing of these data, in the process of data and information collation, in accordance with the pre-established objectives and framework of the collation, through induction, deduction, comparison, analysis and other ways, these data and information are systematically organized and summarized according to market size, structure, characteristics, development history, main drivers, main constraints, main application areas, main customer groups, main competitors, main policies and regulations, etc.

Apply quantitative and qualitative analysis techniques

This is the fourth and very important step of the industrial market research consulting project. In this step, the consultant needs to use quantitative and qualitative analysis techniques to conduct an in-depth analysis and evaluation of the industrial market based on the collected and collated data and information. Quantitative analysis technology refers to the use of mathematics, statistics and other methods to quantitatively measure, calculate, infer and other operations of data in order to obtain objective, accurate and verifiable results. Qualitative analysis technology refers to the use of logic, psychology and other methods to describe, explain and reason information in a non-quantitative manner in order to obtain subjective, flexible and interpretable results. Consultants need to choose the most appropriate quantitative or qualitative analysis technique, or a combination of the two, depending on the objectives and content of the analysis.

For example, in the above-mentioned industrial market research and consulting project provided by Shangpu Consulting Company for European industrial robot manufacturers, the consultant used the following quantitative and qualitative analysis techniques in the analysis process: first, using descriptive statistical analysis technology, the scale, structure, characteristics and so on of China's industrial robot market are basically described; second, using regression analysis technology, the development course of China's industrial robot market and its influencing factors are quantitatively analyzed;SWOTThe analysis technology makes a qualitative analysis of the advantages, disadvantages, opportunities and threats of China's industrial robot market, and the fourth is to use Porter's five-force model analysis technology to qualitatively analyze the competitive situation and competitors of China's industrial robot market.PESTThe external environment of China's industrial robot market, such as politics, economy, society and technology, is qualitatively analyzed.

Build reasonable assumptions and models

This is the fifth step of the industrial market research consulting project, and it is also a very valuable step. In this step, the consultant needs to construct reasonable assumptions and models based on the analyzed data and information to make a deeper understanding and prediction of the industrial market. Assumptions are assumptions or speculations about some unknown or uncertain situation or relationship in the industrial market that can help consultants simplify complex problems, highlight important factors, and propose possible solutions.

A model is an abstraction or generalization of certain known or determined situations or relationships in an industrial market that can help consultants systematize complex problems, establish logical frameworks, and perform scientific calculations. Consultants need to select the most appropriate assumptions and models, or build new ones themselves, based on the characteristics and applicability of different assumptions and models.

For example, in the above-mentioned industrial market research and consulting project provided by Shangpu Consulting Company for European industrial robot manufacturers, the consultant used the following assumptions and models in the process of constructing assumptions and models: First, using the demand curve hypothesis, assuming that the demand of China's industrial robot market is negatively correlated with the price to estimate the market demand at different price levels; The second is using the life cycle model, the Chinese industrial robot market is divided into four stages: introduction period, growth period, maturity period and recession period, so as to judge the current development stage and future development trend of the market. Third, the differentiated competition model is used to classify the competitors in China's industrial robot market according to the dimensions of product quality, service level and technological innovation, so as to analyze the advantages and disadvantages of various competitors. The fourth is to use the growth matrix model, china's industrial robot market opportunities in accordance with existing products/New Products and Existing Markets/The new market is divided into four quadrants to propose different types of growth strategies.

Identify and validate key factors and variables

This is the sixth step of the industrial market research consulting project, but also a very critical step. In this step, the consultant needs to identify and verify the key factors and variables that affect the development and change of the industrial market based on the constructed assumptions and models, and evaluate their importance and sensitivity. Key factors and variables refer to factors and variables that have a significant impact on the demand, supply, price, competition, opportunities, etc. of the industrial market. They can be internal or external, quantitative or non-quantitative. Yes, it can be certain or uncertain.

Consultants need to select the most appropriate identification and validation methods based on the characteristics and influence of different key factors and variables, such as expert assessment, factor analysis, sensitivity analysis, Monte Carlo simulation, etc.

For example, in the above-mentioned industrial market research and consulting project provided by Shangpu Consulting Company for European industrial robot manufacturers, the consultants used the following methods in the process of identifying and verifying key factors and variables: First, using the expert evaluation method, Invited several experts in the field of Chinese industrial robots to evaluate and score the key factors and variables of the Chinese industrial robot market; The second is to use factor analysis, the key factors and variables of China's industrial robot market are reduced and clustered, and several main influencing factors are extracted. Third, sensitivity analysis is used to test the key factors and variables of China's industrial robot market, and their influence on market demand, supply and price is analyzed. Fourth, Monte Carlo simulation is used, the key factors and variables of China's industrial robot market are randomly sampled and simulated, and some possible market development scenarios are obtained.

Conduct sensitivity and risk analysis

This is the seventh step of the industrial market research consulting project, and it is also a very necessary step. In this step, the consultant needs to conduct sensitivity and risk analysis based on the identified and verified key factors and variables to assess the uncertainty and possibility of industrial market development and change. Sensitivity analysis is the analysis of how sensitive certain important indicators or results in the industrial market are to changes in key factors or variables, as well as the direction and magnitude of the changes. Risk analysis refers to the analysis of the probability and impact of certain adverse events or situations in the industrial market, as well as countermeasures and strategies. Consultants need to select the most appropriate sensitivity and risk analysis methods based on different sensitivity and risk analysis objectives and content, such as sensitivity analysis, decision tree analysis, risk matrix analysis, risk map analysis, etc.

For example, in the above-mentioned industrial market research and consulting project provided by Shangpu Consulting Company for European industrial robot manufacturers, the consultants used the following methods in the process of sensitivity and risk analysis: first, sensitivity analysis was used to analyze the demand, price, profit margin and other important indicators or results of China's industrial robot market, and the optimal, worst and most likely values were obtained under different circumstances; second, using the decision tree analysis method, the risk analysis of different decision-making options such as entering or exiting, expanding or shrinking, cooperation or competition in China's industrial robot market is carried out, and the expected benefits and best choices under different options are obtained.

form clear and convincing conclusions and recommendations

This is the eighth and very important step of the industrial market research consulting project. In this step, the consultant needs to form clear and convincing conclusions and recommendations based on a good sensitivity and risk analysis to provide valuable guidance and reference to the client. Conclusion refers to the summary and induction of the main findings and results of the industrial market research consulting project to answer the research questions or objectives raised by the client. A recommendation is a solution or action plan for a client's specific problem or need based on the main conclusions and results of an industrial market research consulting project. Consultants need to choose the most appropriate expression and language, such as charts, lists, paragraphs, titles, etc., according to the characteristics and purpose of different conclusions and suggestions, in order to improve the clarity and persuasion of conclusions and suggestions.

For example, in the above-mentioned industrial market research and consulting project provided by Shangpu Consulting Company for European industrial robot manufacturers, consultants used the following expressions and languages in the process of forming conclusions and suggestions: first, they used charts to visually display the scale, structure, characteristics and trends of China's industrial robot market, and explained them in concise and clear words. The second is to use the list method, the advantages, disadvantages, opportunities and threats of China's industrial robot market are sorted out in a systematic way, and evaluated with refined and powerful words; the third is to use the paragraph method to analyze the competitive situation and competitors of China's industrial robot market in detail, and evaluate with objective and fair words; the fourth is to use the title method, the different decision-making options for China's industrial robot market entry or exit, expansion or contraction, cooperation or competition are concisely summarized, and suggestions are made in positive and constructive words.

Write professional and normative reports

This is the ninth step of the industrial market research consulting project, but also a very necessary step. In this step, the consultant needs to write a professional and normative report based on the formation of good conclusions and recommendations to provide valuable output to the client. The report refers to the main process and results of the industrial market research and consulting project presented in written form, so that customers can read, understand and use. Reporting needs to follow the following principles: first, there should be clear reporting objectives and targets, second, there should be a reasonable reporting structure and content, third, there should be a clear reporting format and style, fourth, there should be accurate reporting language and expression, and fifth, there should be strict reporting quality and standards.

For example, in the above-mentioned industrial market research and consulting project provided by Shangpu Consulting Company for European industrial robot manufacturers, the consultant followed the following principles in the process of writing the report: first, it is clear that the goal of the report is to provide customers with a comprehensive analysis and evaluation of China's industrial robot market, as well as targeted suggestions and solutions. The object of the report is the customer's senior managers and decision makers; the second is to reasonably arrange the structure and content of the report, including the cover, catalog, summary, introduction, main body, conclusion, suggestion, appendix, etc., each part has a clear theme and logic; the third is to clearly standardize the report The format and style, including font, font size, line spacing, page margins, page number, title, chart, list and other elements, make the report look neat and beautiful; the fourth is to accurately use the language and expression of the report, including words, sentence patterns, tone, punctuation, etc., so that the report is smooth and easy to read; the fifth is to strictly ensure the quality and standards of the report, including the correctness of the content, Integrity, objectivity, innovation, etc., make the report highly professional and credible.