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Customer needs and satisfaction in industrial market research consulting: A survey and improvement of consulting firms

2024-07-24 00:10:13 来源：尚普咨询浏览量：0

1. Introduction

工业市场研究咨询是一项为工业企业提供市场分析、竞争策略、客户洞察、创新管理等服务的专业咨询。工业市场研究咨询的目的是帮助工业企业了解市场的变化和趋势，识别和满足客户的需求和期望，提高产品和服务的竞争力和价值，实现企业的增长和发展。工业市场研究咨询的重要性在于，工业市场的特点是高度专业化、技术密集、创新驱动、竞争激烈，工业企业面临着市场的不确定性、客户的多样性、竞争者的威胁、创新的挑战等问题，需要借助外部的专业知识和经验，找到有效的解决方案和优化方向。工业市场研究咨询的发展是由市场的需求和供给决定的，市场的需求是工业企业对咨询服务的需求，市场的供给是咨询公司对咨询服务的供给。市场的需求和供给之间存在着匹配和不匹配的可能性，匹配的结果是客户的满意度，不匹配的结果是客户的不满意度。客户的满意度是咨询公司的核心竞争力，也是咨询公司的生存和发展的基础。因此，了解和满足客户的需求，提高客户的满意度，是咨询公司的重要任务和目标。

本文的研究对象是尚普咨询公司，一家专业从事工业市场研究咨询的公司，成立于2008年，总部位于北京，拥有约200名咨询师，服务的客户涵盖了机械、化工、电子、能源、汽车等多个工业领域，其中包括一些知名的跨国公司和国内上市公司。尚普咨询公司的愿景是成为工业市场研究咨询的领导者和引领者，为工业企业提供最专业、最实用、最创新的咨询服务，帮助工业企业实现市场的领先和突破。尚普咨询公司的使命是通过深入的市场研究、精准的竞争策略、独特的客户洞察、有效的创新管理，为工业企业提供有价值的咨询成果，为工业企业创造有价值的商业效益。尚普咨询公司的核心价值是专业、实用、创新、沟通、持续，这些价值体现在尚普咨询公司的咨询服务的每一个环节和细节中。

本文的研究目的是探讨工业市场研究咨询的客户需求与满意度，以及咨询公司如何通过调查与改进提高客户满意度和忠诚度。本文的研究意义在于，从理论上，本文丰富了工业市场研究咨询的相关文献，为工业市场研究咨询的理论发展提供了新的视角和思路；从实践上，本文为尚普咨询公司提供了客户需求与满意度的实证分析，为尚普咨询公司提高咨询服务质量和客户关系管理提供了有益的参考和建议。

本文的研究内容和结构安排如下：第一部分是引言，介绍了研究的背景、对象、目的和意义；第二部分是文献综述，回顾了工业市场研究咨询的相关概念、特点、分类和发展，以及客户需求与满意度的相关理论和模型；第三部分是研究方法，介绍了研究的设计、数据的来源、收集和分析的方法和工具；第四部分是研究结果，报告了研究的主要发现和Conclusion；第五部分是研究讨论，对研究结果进行了解释和评价，提出了咨询公司提高客户满意度的具体措施；第六部分是研究Conclusion，总结了研究的贡献和局限，提出了研究的启示和建议，展望了研究的未来方向。

二、文献综述

2.1 工业市场研究咨询的相关概念

工业市场研究咨询的相关概念包括工业市场、工业市场研究和工业市场研究咨询。以下是这些概念的定义和解释：

工业市场：工业市场是指由工业企业构成的市场，工业企业是指以生产和销售工业产品或提供工业服务为主要业务的企业，工业产品是指用于生产其他产品或提供其他服务的产品，工业服务是指为工业企业提供的与生产、销售、运营、管理等相关的服务。工业市场的特点是高度专业化、技术密集、创新驱动、竞争激烈，工业市场的参与者包括工业企业、工业客户、工业供应商、工业中介、工业竞争者、工业监管者等。

工业市场研究：工业市场研究是指对工业市场的现状、变化、趋势、问题、机会等进行系统的收集、分析、解释和报告的过程，工业市场研究的目的是为工业企业的决策提供有用的信息和依据。工业市场研究的内容包括工业市场的规模、结构、分布、细分、需求、供给、竞争、环境等，工业市场研究的方法包括工业市场的调查、观察、实验、模拟、预测等。

工业市场研究咨询：工业市场研究咨询是指为工业企业提供工业市场研究相关的专业咨询服务的活动，工业市场研究咨询的目标是帮助工业企业了解市场的变化和趋势，识别和满足客户的需求和期望，提高产品和服务的竞争力和价值，实现企业的增长和发展。工业市场研究咨询的服务包括市场分析、竞争策略、客户洞察、创新管理等，工业市场研究咨询的过程包括咨询需求的确定、咨询方案的制定、咨询项目的执行、咨询成果的交付、咨询效果的评估等。

2.2 工业市场研究咨询的特点和分类

工业市场研究咨询与一般的市场研究咨询有一些共同的特点，例如都是基于市场研究的理论和方法，都是为客户提供有价值的信息和建议，都是通过咨询项目的形式进行服务的交付，都是以客户的满意度和忠诚度为衡量标准的。但是，工业市场研究咨询也有一些独特的特点，主要体现在以下几个方面：

工业市场研究咨询的对象是工业企业，工业企业的特点是高度专业化、技术密集、创新驱动、竞争激烈，这要求咨询公司具备相应的专业知识、技术能力、创新思维和竞争意识，能够为工业企业提供专业、实用、创新、有竞争力的咨询服务。

工业市场研究咨询的内容是工业市场的各个方面，工业市场的特点是复杂、动态、多变、不确定，这要求咨询公司能够运用多种研究方法，收集和分析大量的数据，把握和预测市场的变化和趋势，发现和解决市场的问题和机会，为工业企业提供全面、深入、准确、及时的咨询成果。

工业市场研究咨询的目标是工业企业的增长和发展，工业企业的特点是长期、战略、系统、综合，这要求咨询公司能够从工业企业的整体和长远的角度，制定和实施符合工业企业的愿景、使命、目标和战略的咨询方案，为工业企业提供有价值的咨询成果，为工业企业创造有价值的商业效益。

根据工业市场研究咨询的服务内容和范围，可以将工业市场研究咨询分为以下几种类型：

市场分析咨询：市场分析咨询是指为工业企业提供关于工业市场的规模、结构、分布、细分、需求、供给、竞争、环境等方面的分析和评价的咨询服务，市场分析咨询的目的是帮助工业企业了解市场的现状和潜力，确定市场的目标和定位，制定市场的进入和拓展的策略和计划。

竞争策略咨询：竞争策略咨询是指为工业企业提供关于工业市场的竞争者的分析和评价，以及工业企业的竞争优势的建立和提升的咨询服务，竞争策略咨询的目的是帮助工业企业识别和应对市场的竞争威胁，制定和实施有效的竞争策略，提高工业企业的市场份额和利润率。

客户洞察咨询：客户洞察咨询是指为工业企业提供关于工业市场的客户的分析和评价，以及工业企业的客户关系的建立和维护的咨询服务，客户洞察咨询的目的是帮助工业企业了解和满足客户的需求和期望，提高客户的满意度和忠诚度，增加客户的价值和黏性。

创新管理咨询：创新管理咨询是指为工业企业提供关于工业市场的创新机会的发现和利用，以及工业企业的创新能力的培养和提高的咨询服务，创新管理咨询的目的是帮助工业企业抓住市场的创新机会，开发和推出新的产品和服务，提高工业企业的创新性和竞争力。

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On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
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On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

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