1. Introduction

Industrial market refers to the market with industrial products as the main trading object, including raw materials, energy, equipment, spare parts, intermediate products, finished products and other industrial products. The characteristics of the industrial market are that the main body of the market is mostly enterprises or institutions, the market scale is large, the market structure is complex, the market changes rapidly, the market competition is fierce, the market information is asymmetric, and the market behavior is affected by many factors.

The characteristics of the industrial market determine that industrial enterprises are facing many challenges and opportunities in the market operation. It is necessary to conduct in-depth research and analysis of the market to improve market sensitivity and adaptability, grasp market dynamics and trends, and formulate effective market strategies and Strategies to enhance market competitiveness and efficiency.

Industrial market research services refer to providing market research, analysis, forecasting, consulting and other services for industrial enterprises to help industrial enterprises understand market demand, competitive situation, technology trends, policy environment, etc., and provide support for industrial enterprises' strategic decision-making, product development, marketing, risk management, etc. Industrial market research service is a kind of productive service industry, which is an important external resource of industrial enterprises and an important support for industrial enterprises to achieve high-quality development.

With the increasing complexity and diversification of the industrial market, the demand and role of industrial market research services have become increasingly prominent, and the content and technology of industrial market research services have also continued to innovate and develop, forming a comprehensive, applied, and cutting-edge Disciplines and fields.

This paper systematically analyzes and discusses the definition, characteristics, content and technology of industrial market research service, aiming to provide reference for the providers and users of industrial market research service.

Definition and Characteristics of 2. Industrial Market Research Service

Definition of (I) Industrial Market Research Service

Industrial market research services refer to providing market research, analysis, forecasting, consulting and other services for industrial enterprises to help industrial enterprises understand market demand, competitive situation, technology trends, policy environment, etc., and provide support for industrial enterprises' strategic decision-making, product development, marketing, risk management, etc.

The main task of industrial market research services is to collect, process, analyze, explain and transmit information about the industrial market, provide valuable market insights and suggestions for industrial enterprises, help industrial enterprises improve market sensitivity and adaptability, grasp market dynamics and trends, formulate effective market strategies and strategies, and enhance market competitiveness and efficiency.

Industrial market research service is a kind of productive service industry, which is an important external resource of industrial enterprises and an important support for industrial enterprises to achieve high-quality development. Industrial market research services are closely related to industrial marketing, industrial market management, industrial market innovation, etc., and are an important part of industrial marketing, as well as an important application field of industrial economics, industrial management, industrial engineering and other disciplines.

Characteristics of (II) Industrial Market Research Services

Industrial market research services and general market research services have some common characteristics, such as the need to follow scientific research methods, the need to have professional research skills, the need to pay attention to market changes and needs, the need to provide valuable market information and advice. However, due to the particularity of the industrial market, industrial market research services also have some of their own characteristics, mainly in the following aspects:

The object of industrial market research service is the market of industrial products, and the market of industrial products usually has the characteristics of large scale, complex structure, rapid change, fierce competition and so on. This requires the industrial market research service to have strong professionalism, systematicness, dynamics and pertinence, and be able to conduct comprehensive, in-depth, timely and accurate research and analysis on all aspects of the industrial market, able to provide targeted market solutions and recommendations for industrial companies.

The main body of industrial market research service is industrial enterprises, and the market behavior of industrial enterprises is usually affected by many factors, such as technology, policy, environment, culture, etc., which requires industrial market research service to have strong comprehensiveness, interdisciplinary and innovative, be able to study and analyze the industrial market from multiple angles and levels, and be able to use a variety of methods and technologies to study and analyze the industrial market, the ability to continuously innovate research ideas and methods to adapt to the diversity and variability of industrial markets.

The purpose of industrial market research service is to provide support for the market operation of industrial enterprises, and the market operation of industrial enterprises usually has higher risks and benefits, which requires that the industrial market research service has strong practicability, operability and effectiveness, and can provide market research schemes and suggestions in line with the characteristics and laws of industrial enterprises according to the actual needs and objectives of industrial enterprises, it can help industrial enterprises solve practical problems and challenges in the market, and create practical value and benefits for industrial enterprises in the market.

Core content of 3. industrial market research services

The core content of industrial market research services is to systematically study and analyze all aspects of the industrial market, providing valuable market insights and suggestions for industrial enterprises. The core content of industrial market research services mainly includes the following aspects:

(I) market demand analysis

Market demand analysis refers to the process of identifying, measuring, predicting and evaluating the potential or actual demand in the industrial market, and is the basis and premise of industrial market research services. The purpose of market demand analysis is to understand the scale, structure, characteristics, changes and trends of the industrial market, and to provide basis and guidance for product development, market positioning and marketing of industrial enterprises. The main methods of market demand analysis are as follows:

Historical data analysis. Historical data analysis refers to the use of existing historical data, such as sales data, inventory data, market research data, etc., to analyze and predict the demand of the industrial market. The advantages of historical data analysis are a wide range of data sources, low cost, and high reliability. The disadvantage is that the data may have problems such as lag, incompleteness, and inaccuracy, and data cleaning and verification are required.

Customer interview analysis. Customer interview analysis refers to the method of analyzing and predicting the needs of the industrial market by communicating directly or indirectly with potential or existing customers in the industrial market to obtain customer needs, preferences, satisfaction, loyalty and other information. The advantage of customer interview analysis is that the data source is true, effective and timely, but the disadvantage is that the data collection is difficult, the cost is high, and the operability is low.

Expert consultation analysis. Expert consulting analysis refers to the method of analyzing and predicting the needs of the industrial market by communicating with experts, scholars, consultants, etc. in the industrial market to obtain their views, opinions, suggestions and other information on the needs of the industrial market. The advantage of expert consultation and analysis is that the data source is authoritative, professional and forward-looking, while the disadvantage is that the data may be subjective, biased and inconsistent, which requires data screening and integration.

(II) market segmentation and positioning

Market segmentation and positioning refers to the process of dividing the industrial market into several relatively balanced, relatively independent and relatively stable sub-markets according to the different characteristics and needs of customers or products in the industrial market, and selecting one or more sub-markets as the target market of industrial enterprises according to their own advantages and objectives, so as to provide basis and guidance for product development and marketing of industrial enterprises, it is the core and key of industrial market research services.

The purpose of market segmentation and positioning is to better meet the needs of different customers in the industrial market and improve the market competitiveness and efficiency of industrial enterprises. There are several main methods of market segmentation and positioning:

Customer Characteristics Segmentation. Customer characteristic segmentation refers to the method of dividing the industrial market into several sub-markets according to some basic characteristics of customers in the industrial market, such as geographical location, industry category, enterprise size, enterprise nature, etc. The advantage of customer feature segmentation is that the segmentation criteria are simple, clear, and easy to operate. The disadvantage is that the segmentation results may be too rough, superficial, and static, and cannot reflect the real needs and preferences of customers.

Customer demand segmentation. Customer demand segmentation refers to the method of dividing the industrial market into several sub-markets according to the different needs of customers in the industrial market for industrial products, such as functional requirements, performance requirements, quality requirements, price requirements, etc. The advantage of customer demand segmentation is that the segmentation results can better reflect the real needs and preferences of customers, but the disadvantage is that the segmentation criteria are complex, vague and difficult to operate, requiring extensive market research and analysis.

Customer behavior segmentation. Customer behavior segmentation refers to the method of dividing the industrial market into several sub-markets according to some purchase behaviors of customers in the industrial market, such as purchase frequency, purchase volume, purchase time, purchase channel, etc. The advantage of customer behavior segmentation is that the segmentation results can better reflect the customer's buying habits and attitudes. The disadvantage is that the segmentation standards are dynamic, changing, and unstable, requiring continuous market monitoring and tracking.

Market positioning refers to the process of selecting one or more sub-markets as the target market of industrial enterprises according to their own advantages and objectives, and determining the products, prices, channels, promotions and other strategies of industrial enterprises in the target market in order to form the market image and market position of industrial enterprises.

The purpose of market positioning is to enable the products and services of industrial enterprises to better meet the needs of customers in the target market, to form differentiation and superiority with competitors, and to improve the market competitiveness and efficiency of industrial enterprises. The main methods of market positioning are as follows:

Product positioning. Product positioning refers to the process of determining the function, performance, quality, design and other characteristics of the products of industrial enterprises according to the needs and preferences of customers in the target market, so as to form the product image and product advantages of industrial enterprises. The principle of product positioning is to highlight the core value and characteristics of the product, to meet the technical level and production conditions of the product, and to adapt to the market environment and competitive situation of the product.

Price positioning. Price positioning refers to the process of determining the price level and price strategy of industrial enterprises' products according to the purchasing power and willingness of customers in the target market, so as to form the price image and price advantage of industrial enterprises. The principle of price positioning is to reflect the value and cost of the product, to meet the market demand and supply of the product, and to adapt to the market competition and changes of the product.

Channel positioning. Channel positioning refers to the process of determining the sales channels and service channels of industrial enterprises according to the distribution and behavior of customers in the target market, so as to form the channel image and channel advantage of industrial enterprises. The principle of channel positioning is to meet the customer's purchase convenience and service needs, to meet the characteristics and positioning of the product, and to adapt to the development and changes of the channel.

Promotional positioning. Promotion positioning refers to the process of determining the promotion methods and promotion strategies of industrial enterprises' products according to the psychology and behavior of customers in the target market, so as to form the promotion image and promotion advantages of industrial enterprises. The principle of promotion positioning is to stimulate the customer's purchase interest and purchase behavior, to meet the value and effect of the product, to adapt to the timing and environment of the promotion.

Analysis of (III) Market Competition

Market competition analysis refers to the process of identifying, evaluating, predicting and responding to competitors in the industrial market, and is an important part of industrial market research services. The purpose of market competition analysis is to understand the competitive situation and laws of the industrial market, and to provide the basis and guidance for the market strategy and market behavior of industrial enterprises. There are several main methods of market competition analysis:

Competitor identification. Competitor identification refers to the identification of other enterprises or institutions in the industrial market that have direct or indirect competition with industrial enterprises, including existing competitors and potential competitors. Competitor identification is based on the similarities and differences in competitors' products, markets, resources, capabilities, etc., and the method of competitor identification is to obtain relevant information about competitors through market research, industry analysis, and web search.

Competitor assessment. Competitor assessment is the process of analyzing and evaluating a competitor's strengths, weaknesses, objectives, strategies, behaviors, and performance. Competitor assessment is based on indicators and data on competitors' market share, brand influence, technological innovation capability, quality and efficiency, etc. Competitor assessment is based on quantitative and qualitative analysis and evaluation through financial analysis, strategic analysis, and behavioral analysis.

Competitor predictions. Competitor forecasting is the process of predicting and speculating about a competitor's future goals, strategies, behavior, and performance. Competitor forecasts are based on competitor's historical data, current situation data, trend data, etc., and competitor forecasts are made through trend analysis, scenario analysis, simulation analysis, etc.

Competitors respond. Competitor response refers to the process of formulating and implementing corresponding market strategies and market behaviors based on the evaluation and prediction results of competitors to deal with the threats and challenges of competitors, or to take advantage of the opportunities and weaknesses of competitors. Competitor response is based on the industrial enterprise's own advantages and objectives, and the method of competitor response is to respond and adjust through cooperation, competition, avoidance and so on.

(IV) Market Opportunity Assessment

Market opportunity assessment refers to the process of identifying, analyzing, evaluating and selecting the market development and market innovation opportunities that exist or are potentially beneficial to industrial enterprises in the industrial market, and is an important part of industrial market research services. The purpose of market opportunity assessment is to discover and grasp the changes and needs of the industrial market, and to provide the basis and guidance for the market innovation and market expansion of industrial enterprises.