Basic concepts, purposes and types of 1. market research

1. Basic concepts of market research

Market research (Market Research) refers to the collection, analysis and interpretation of market-related information through scientific methods in order to provide a basis for market decision-making activities. The objects of market research include market environment, market demand, market supply, market competition, market opportunities and other aspects. The source of information for market research can be first-hand information, second-hand information, or a combination of both. The method of market research can be qualitative, quantitative, or a combination of both. The process of market research can be continuous, intermittent, or a combination of both.

2. The purpose of market research

The main purpose of market research is to help enterprises understand the current situation and changing trends of the market, identify market problems and opportunities, formulate and adjust market strategies, optimize and implement marketing plans, develop and improve products and services, evaluate and improve market performance and customer satisfaction. Specifically, market research can help companies achieve the following goals:

Identifying and dividing market segments, defining target markets and positioning strategies;

Understand and forecast the scale, structure, characteristics and changes of market demand;

Analyze and evaluate the capacity, cost, price and quality of market supply;

study and monitor the intensity, forms and strategies of market competition;

explore and grasp the source, nature and value of market opportunities;

Design and test the concept, function and form of products and services;

Develop and adjust pricing, distribution and promotion strategies for products and services;

Evaluate and improve sales, profits and market share of products and services;

Measure and improve customer perceptions, attitudes, behaviors, and loyalty.

3. Types of Market Research

According to the objectives, content and scope of market research, market research can be divided into the following types:

Market environment research: mainly focus on the external factors of the market, such as politics, economy, society, technology, law, ecology, etc., and analyze their influence and effect on the market;

Market demand research: mainly focuses on the potential and actual needs of the market, such as the scale, structure, characteristics, motivation, preference, satisfaction, etc. of the demand, and analyzes their drivers and constraints on the market;

Market supply research: mainly focus on the supply side of the market, such as the quantity, scale, capacity, cost, price, quality, strategy, etc. of suppliers, and analyze their competition and cooperation in the market;

Market competition research: mainly focuses on the competitors in the market, such as the identity, objectives, advantages, disadvantages, strategies, etc. of competitors, and analyzes their threats and opportunities to the market;

Market opportunity research: focus on the unmet or emerging needs of the market, such as the source, nature, value, feasibility, etc. of the demand, and analyze their innovation and development of the market;

Product and service research: mainly focus on market products and services, such as the concept, function, form, pricing, distribution, promotion, etc. of products and services, and analyze their attraction and retention to the market;

Market performance research: focuses on market results and effects, such as sales, profits, market share, customer loyalty, etc., and analyzes their evaluation and improvement of the market.

General process and steps of 2. market research

Market research is a systematic and step-by-step process, which needs to be carried out according to certain logic and methods. The general process and steps of market research are as follows:

1. Determine research objectives

Research objectives are the starting point and destination of market research, which refers to the problems to be solved or the purpose to be achieved by market research. The main task of determining the research objectives is to clarify the theme, scope, object and duration of the research, so that the direction and focus of the research are clearly visible. There are several ways to determine the objectives of the survey:

Problem analysis: by analyzing the current situation and problems of the market, find out the key problems and reasons that need to be investigated;

Objective analysis: by analyzing the objectives and strategies of the market, to identify the key objectives and ways to investigate;

Opportunity analysis: by analyzing market opportunities and threats, identify key opportunities and responses that need to be investigated;

Demand analysis: By analyzing market demand and satisfaction, identify key needs and improvements that need to be investigated.

2. Design research plan

The research plan is the guidance and specification of market research, which refers to the specific plan and method of market research. The main task of designing a research plan is to determine the information needs, sources of information, methods of information collection, methods of information processing, methods of information analysis, methods of information presentation, etc., so as to make the process and methods of research scientific and feasible. There are several ways to design research programs:

Literature review method: by consulting and analyzing the relevant literature, understand the theory and practice of market research, learn from and refer to the existing market research program;

Expert consultation method: by consulting and visiting relevant experts and scholars, to obtain market research expertise and experience, to solicit and adopt their market research advice;

Case analysis method: through the analysis and research of relevant market research cases, grasp the success and failure of market research, imitate and improve their market research methods;

Experimental design method: through the design and implementation of some small-scale market research test, test the feasibility and effectiveness of market research, adjust and improve the market research program.

3. Select the research method

Research methods are the means and tools of market research, which refers to the specific implementation of market research. The main task of selecting research methods is to select appropriate information collection methods, information processing methods, information analysis methods, information presentation methods, etc. according to the research objectives and programs, so that the results and quality of the research are reliable and credible. There are several ways to select the research method:

Information processing methods: mainly include qualitative information processing methods and quantitative information processing methods. Qualitative information processing methods refer to the methods of summarizing, classifying, coding, and organizing non-numerical information, such as content analysis, case analysis, and story analysis. Quantitative information processing methods refer to methods that perform calculations, statistics, and verification of numerical information, such as descriptive statistics, inferential statistics, and hypothesis testing.

Information analysis methods: mainly include descriptive information analysis methods and inferential information analysis methods. Descriptive information analysis methods refer to methods that summarize, display, and compare information, such as chart analysis, proportional analysis, and trend analysis. Inferential information analysis methods refer to methods that operate by interpreting, inferring, and predicting information, such as correlation analysis, regression analysis, and causal analysis.

Information presentation methods: mainly include text information presentation methods and graphical information presentation methods. Text information presentation methods refer to methods of expressing information through text, such as reports,Abstractcomments, etc. The graphic information presentation method refers to a method of expressing information by graphics, such as charts, diagrams, illustrations, and the like.

4. Collecting and processing data

Data is the basis and basis of market research, which refers to the specific form of information collected and processed in market research. The main task of collecting and processing data is to use effective techniques and procedures to obtain and organize data related to the research objectives according to the research methods, so that the quantity and quality of the data meet the requirements of the research. There are several ways to collect and process data:

Data processing methods: mainly include qualitative data processing methods and quantitative data processing methods. Qualitative data processing methods refer to the methods of summarizing, classifying, coding, and organizing non-numerical data, such as content analysis, case analysis, and story analysis. Quantitative data processing methods refer to methods that perform calculations, statistics, and verification on numerical data, such as descriptive statistics, inferential statistics, and hypothesis testing.

5. Analyze and interpret results

Results are the core and value of market research and are the product of analyzing and interpreting data in market research.Conclusion. The main task of analyzing and interpreting the results is to analyze and interpret the data according to the research method, using reasonable logic and theory, so that the meaning and use of the results are clearly visible. There are several ways to analyze and interpret the results:

Results analysis methods: mainly include descriptive results analysis methods and inferential results analysis methods. Descriptive results analysis methods refer to methods that summarize, display, and compare results, such as chart analysis, proportional analysis, and trend analysis. The method of inferential result analysis refers to the method of interpreting, inferring and predicting the results, such as correlation analysis, regression analysis, causal analysis, etc.

Results interpretation methods: mainly include factual results interpretation methods and evaluative results interpretation methods. The method of interpretation of factual results refers to the method of objective, neutral and accurate interpretation of the results, such as definition explanation, reason explanation, influence explanation, etc. The method of interpretation of evaluative results refers to the method of subjective, position and value interpretation of the results, such as the interpretation of advantages and disadvantages, the interpretation of right and wrong, and the interpretation of suggestions.

6. Write and present reports

The report is the carrier and dissemination of market research, which refers to the documents and forms in which the results are written and presented in market research. The main task of writing and presenting the report is to select the appropriate report structure, style, language, format, etc. according to the research objectives and audience, so that the content and form of the report are clear and easy to understand. There are several ways to write and present a report:

Report writing methods: mainly include formal report writing methods and informal report writing methods. Formal report writing method refers to the method of writing a report according to a certain structure, style, language, format, etc., such as title,AbstractCatalogue,Text, appendices, references, etc. Informal report writing method refers to the method of writing reports without restriction of structure, style, language, format, etc., such as memos, briefing notes, newsletters, etc.

Report presentation methods: mainly include text report presentation methods and graphical report presentation methods. Text report presentation method refers to the method of expressing the report in words, such as report,Abstractcomments, etc. The graphic report presentation method refers to a method of expressing a report by a graphic, such as a chart, a diagram, an illustration, or the like.

Specific cases of 3. market research

In order to better explain the process and steps of market research, this paper will show the practical application and value of market research in combination with the specific cases of market research services provided by Shangpu Consulting Company for its customers. The following is a brief introduction of a specific case of market research:

1. Case background

Shangpu Consulting is a company specializing in market research and consulting services. Its customers include companies and institutions from all walks of life. Among them, a well-known e-commerce platform company (hereinafter referred to as e-commerce company) is one of the important customers of Shangpu Consulting Company. E-commerce companies are mainly engaged in online shopping, online payment, online logistics and other businesses, with a large user base and market share. However, as the market changes and competition intensifies, e-commerce companies face the following challenges:

The needs and preferences of users are becoming more and more diversified and personalized, and the quality and experience of products and services are becoming more and more demanding;

The increasing number and strength of competitors pose greater challenges to the price and innovation of products and services;

Opportunities and threats in the market are constantly emerging, which puts forward higher requirements for the strategy and adjustment of products and services;

The performance and satisfaction of the market are constantly fluctuating, and more questions are raised about the evaluation and improvement of products and services.

In order to meet these challenges, e-commerce companies hope to understand the current situation and trends of the market through market research, identify market problems and opportunities, formulate and adjust market strategies, optimize and execute marketing plans, develop and improve products and services, and evaluate and improve market performance and customer satisfaction. Therefore, the e-commerce company commissioned Shangpu Consulting to provide comprehensive and professional market research services.

2. Case Process

According to the needs and expectations of e-commerce companies, Shangpu Consulting has designed and implemented a series of market research projects for them, covering market environment, market demand, market supply, market competition, market opportunities, products and services, market performance and other aspects. The following is a brief process of one of the market research projects:

Determine the research objectives: the research objectives of the project are to understand and predict the demand scale, structure, characteristics and changes of the target market of the e-commerce company, so as to provide the basis for the development and improvement of the products and services of the e-commerce company. The research theme of the project is "demand analysis of the target market of e-commerce companies". The research scope is 18-45 year old online shopping users in mainland China. The research period is from January to March 2024.

Design research plan: The research plan of the project is to use a combination of quantitative and qualitative methods to collect and analyze first-hand and second-hand data to obtain reliable and effective results. The research plan of the project includes the following parts:

Information needs: The project needs to collect and analyze information including the demand scale, structure, characteristics and changes of the target market, such as the number, distribution, age, gender, income, education, occupation, interest, motivation, preference, satisfaction, loyalty, behavior, opinions, etc. of online shopping users.

Information collection methods: The project's information collection methods include quantitative information collection methods and qualitative information collection methods. Quantitative information collection method refers to the collection of numerical information, such as the number, distribution, age, gender, income, education, occupation, etc. of online shopping users by sending and recycling questionnaires to online shopping users in the target market. Qualitative information collection method refers to the collection of non-numerical information, such as online shopping users' interests, motivations, preferences, satisfaction, loyalty, behavior, opinions, etc., through interviews and observations with online shopping users in the target market.

Information processing methods: The information processing methods of this project include quantitative information processing methods and qualitative information processing methods. Quantitative information processing methods refer to methods that perform calculations, statistics, and verification operations on numerical information, such as descriptive statistics, inferential statistics, and hypothesis testing. Qualitative information processing methods refer to the methods of summarizing, classifying, coding, and organizing non-numerical information, such as content analysis, case analysis, and story analysis.

Information analysis methods: The project's information analysis methods include descriptive information analysis methods and inferential information analysis methods. Descriptive information analysis methods refer to methods that summarize, display, and compare information, such as chart analysis, proportional analysis, and trend analysis. Inferential information analysis methods refer to methods that operate by interpreting, inferring, and predicting information, such as correlation analysis, regression analysis, and causal analysis.

Information Presentation Method: The information presentation method of the item includes a text information presentation method and a graphic information presentation method. Text information presentation methods refer to methods of expressing information through text, such as reports,Abstractcomments, etc. The graphic information presentation method refers to a method of expressing information by graphics, such as charts, diagrams, illustrations, and the like.

Select the research method: The research method of the project is to select the appropriate information collection method, information processing method, information analysis method, information presentation method, etc. according to the research plan, so that the results and quality of the research are reliable and credible. The research method of the project includes the following parts:

Information collection method: The project's information collection method is to use a combination of questionnaires, interviews and observations to collect first-hand quantitative and qualitative information. The questionnaire survey is to collect numerical information, such as the number, distribution, age, gender, income, education, occupation and so on, by sending and recycling questionnaires containing a variety of questions to online shopping users in the target market. Interviews are conducted through semi-structured or unstructured conversations with online shopping users in the target market to collect non-numerical information, such as online shopping users' interests, motivations, preferences, satisfaction, loyalty, behavior, opinions, etc. Observation is the collection of non-numerical information by recording and analyzing the behavior and reactions of online shopping users in the target market, such as the purchase process, purchase frequency, purchase amount, purchase channel, purchase feedback, etc.

Information processing method: The information processing method of the project is to process quantitative and qualitative information by using a combination of descriptive statistics, inferential statistics, hypothesis testing, content analysis, case analysis, and story analysis. Descriptive statistics is a method of calculating, counting, and verifying numerical information, such as summation, average, standard deviation, maximum, minimum, frequency, percentage, etc. Inferential statistics are methods of inferring, estimating, and testing numerical information, such as confidence intervals, hypothesis testing, and parameter estimation. Hypothesis testing is a method of verifying and rejecting hypotheses through numerical information, such as t-test, F-test, and chi-square test. Content analysis is a method of summarizing, classifying, coding, and organizing non-numerical information, such as thematic analysis, category analysis, and code analysis. Case analysis is a method of describing and interpreting non-numerical information, such as situational analysis, process analysis, and result analysis. Story analysis is a method of vividly narrating and displaying non-numerical information, such as story outline, story plot, story role, etc. -Information analysis method: The information analysis method of the project is to analyze and interpret quantitative and qualitative information by combining chart analysis, proportional analysis, trend analysis, correlation analysis, regression analysis, and causal analysis. Chart analysis is a method of summarizing, displaying, and comparing information, such as bar charts, pie charts, line charts, and scatter plots. Proportional analysis is a method of comparing and calculating information, such as market share, market growth rate, market penetration, market strength, etc. Trend analysis is the method of changing and predicting information, such as time series analysis, moving average method, exponential smoothing method, etc. Correlation analysis is a method of correlating and measuring information, such as Pearson's correlation coefficient, Spearman's correlation coefficient, and Crundell's correlation coefficient. Regression analysis is a method of fitting and interpreting information, such as linear regression, multiple regression, and logical regression. Causal analysis is a method of judging and verifying the causality of information, such as Granger causality test, two-way causality test, panel data analysis, etc. -Information presentation method: The project's information presentation method is to use a combination of reports and charts to present and disseminate quantitative and qualitative information. Reporting is a method of expressing information through words, such as reports,Abstractcomments, etc. A chart is a method of expressing information by using graphics, such as charts, diagrams, diagrams, and the like.

Collecting and processing data: The data of the project is based on the research method, using effective techniques and procedures to obtain and organize data related to the research objectives, so that the quantity and quality of the data meet the requirements of the research. The data for the project consists of the following sections:

Data collection: The data collection of this project is to collect quantitative and qualitative data through a combination of questionnaires, interviews and observations. The questionnaire survey is to collect numerical data, such as the number, distribution, age, gender, income, education, occupation and so on, by sending and recycling questionnaires containing a variety of questions to online shopping users in the target market. Interviews are conducted through semi-structured or unstructured conversations with online shopping users in the target market to collect non-numerical data, such as online shopping users' interests, motivations, preferences, satisfaction, loyalty, behavior, opinions, etc. Observation is the collection of non-numerical data by recording and analyzing the behavior and reactions of online shopping users in the target market, such as the purchase process, purchase frequency, purchase amount, purchase channel, purchase feedback, etc. The data collection of the project involved a total of 1000 online shopping users, of which 800 through questionnaires, 100 through interviews, and 100 through observation.

Data processing: The data processing of this project is to process quantitative and qualitative data through a combination of descriptive statistics, inferential statistics, hypothesis testing, content analysis, case analysis, and story analysis. Descriptive statistics is a method of calculating, counting, and verifying numerical data, such as summation, average, standard deviation, maximum, minimum, frequency, percentage, etc. Inferential statistics are methods of inferring, estimating, and testing numerical data, such as confidence intervals, hypothesis testing, and parameter estimation. Hypothesis testing is a method of verifying and rejecting hypotheses through numerical data, such as t-test, F-test, and chi-square test. Content analysis is a method of summarizing, classifying, coding, and organizing non-numerical data, such as thematic analysis, category analysis, and code analysis. Case analysis is a method of describing and interpreting non-numerical data, such as situational analysis, process analysis, and result analysis. Story analysis is a method of vividly narrating and displaying non-numerical data, such as story outline, story plot, story role, etc.

Analyze and interpret the results: The results of this project are based on the research method, using reasonable logic and theory to analyze and interpret the data, so that the meaning and use of the results are clearly visible. The results of the project include the following parts:

Result analysis: The result analysis of the project is to analyze and interpret quantitative and qualitative data through a combination of chart analysis, proportional analysis, trend analysis, correlation analysis, regression analysis, and causal analysis. Chart analysis is a method of summarizing, displaying, and comparing data, such as bar charts, pie charts, line charts, and scatter plots. Proportional analysis is a method of comparing and calculating data, such as market share, market growth rate, market penetration, market strength, etc. Trend analysis is the method of changing and predicting data, such as time series analysis, moving average method, exponential smoothing method, etc. Correlation analysis is a method of correlating and measuring data, such as Pearson's correlation coefficient, Spearman's correlation coefficient, and Klundell's correlation coefficient. Regression analysis is a method of fitting and interpreting data, such as linear regression, multiple regression, and logical regression. Causal analysis is a method of judging and verifying the causality of data, such as Granger causality test, two-way causality test, panel data analysis, etc.

Results interpretation: The results interpretation of this project is to interpret and evaluate quantitative and qualitative data through a combination of factual results interpretation methods and evaluative results interpretation methods. The method of interpretation of factual results is the method of objective, neutral and accurate interpretation of the results, such as definition explanation, reason explanation, influence explanation, etc. The method of interpretation of evaluative results is the method of subjective, position and value interpretation of the results, such as the interpretation of advantages and disadvantages, the interpretation of right and wrong, and the interpretation of suggestions.

Writing and presenting the report: the project report is based on the research objectives and audience, select the appropriate report structure, style, language, format, etc., so that the content and form of the report is clear and easy to understand. The project's report contains the following sections:

Report structure: The report structure of the project is in accordance with the structure of the general market research report, including title, summary, catalog, body, appendix, references, etc. The title is a concise and accurate description of the topic of the report, such as "demand analysis of the target market of the e-commerce company". The summary is a concise and comprehensive summary of the content of the report, including research objectives, methods, results, conclusions, etc. The table of contents is a clear and complete presentation of the structure of the report, including the titles and page numbers of the various sections. The text is a detailed and systematic exposition of the content of the report, including the introduction, research objectives, research methods, research results, research conclusions and so on. The appendices supplement and explain the contents of the report, including questionnaires, interviews, observations, data, charts, etc. References are citations and support for the content of the report, including the author, title, publisher, year of publication, etc.

Reporting style: The reporting style of the project is in accordance with the general market research report style, including objective, professional, standardized, clear and so on. Objective refers to the content of the report andConclusionIt is based on data and facts, free from subjective influence and bias. Professional refers to the content of the report andConclusionIt is in line with the theories and methods of market research and does not contain errors and omissions. Specification means that the structure and format of the report follow the standards and requirements of market research, without redundancy and confusion. Clarity means that the language and expression of the report are easy to understand and convey, without ambiguity and ambiguity.

Report language: The report language of the project is in accordance with the general market research report language, including concise, accurate, logical, coherent, etc. Concise means that the language of the report is simple and direct, without complexity and verbosity. Accuracy means that the language of the report is correct and appropriate and free from errors and misinformation. Logic means that the reported language is organized and reasoned, free of confusion and contradiction. Coherence means that the reported language is connected and transitional, without breaks and jumps.

Report format: The report format of the project is in accordance with the format of the general market research report, including font, font size, line spacing, margins, page number, title, reference, notes, etc. Font means that the font of the report is unified and standardized, such as Song, bold, Times New Roman, etc. Font size means that the font size of the report is appropriate and clear, such as small four, five, etc. Line spacing means that the line spacing of the report is reasonable and beautiful, such as 1.5 times, 2 times, etc. Margins means that the margins of the report are balanced and neat, such as 2.5cm, 3cm, etc. The page number means that the page number of the report is obvious and consistent, such as the upper right corner, the middle bottom, etc. Title means that the title of the report is prominent and hierarchical, such as the first-level title, the second-level title, the third-level title, etc. Citation means that the report's citation is normative and complete, such as author, year, page number, etc. Notes refer to the notes of the report that are necessary and clear, such as footnotes, endnotes, etc.

4. market research conclusions and recommendations

Based on the analysis of the results of the project and the interpretation of the results, Shangpu Consulting has proposed the following market research for e-commerce companies.Conclusionand recommendations:

ConclusionFirst, the demand scale of the target market of e-commerce companies is huge, but the growth rate is slow. According to the data analysis, the number of online shoppers in the e-commerce company's target market increased by 4.1 percent from 0.98 billion to 1.02 billion between January and March 2024, but was lower than the national growth rate of 5.6 percent over the same period. This shows that the demand scale of the target market of e-commerce companies is huge, but the growth rate is slow, which may be affected by factors such as market saturation, fierce competition, and consumption habits.

Recommendation 1: E-commerce companies should strengthen the monitoring and forecasting of the demand scale of the target market, discover and grasp market changes and opportunities in a timely manner, and formulate and adjust corresponding market strategies, such as expanding market coverage, increasing market share, and increasing market penetration.

ConclusionSecond, the demand structure of the target market of e-commerce companies is complex, but the concentration is high. According to data analysis, the distribution, age, gender, income, education, occupation and other aspects of online shopping users in the target market of e-commerce companies show diversified and personalized characteristics. For example, the distribution of online shopping users in the eastern, central, western and northeast regions is 38%, 28%, 22% and 12% respectively, the proportions of 18-25 years old, 26-35 years old and 36-45 years old are 36%, 42% and 22% respectively, the proportions of male and female are 48% and 52% respectively, and the proportions of income below 3000 yuan, 3000-5000 yuan, 5000-8000 yuan and above 8000 yuan are 18%, 32%, 36% and 14% respectively, the proportion of education below Senior high school, college, undergraduate and master's degree is 12%, 28%, 46% and 14% respectively, and the proportion of students, white-collar workers, freelance workers and others is 22%, 38%, 24% and 16% respectively. This shows that the demand structure of the target market of e-commerce companies is complex and requires careful division and analysis. At the same time, the interests, motives, preferences, satisfaction, loyalty, behavior, opinions and other aspects of online shopping users in the target market of e-commerce companies all show the characteristics of consistency and stability. For example, the interests of online shopping users are mainly concentrated in clothing, shoes and hats, cosmetics, electronic products, books, etc., and their motives are mainly focused on convenience, speed, cheapness, quality, diversity, etc, preferences are mainly concentrated in the platform, products and services of e-commerce companies, satisfaction is mainly concentrated in medium or above, loyalty is mainly concentrated in frequent or occasional, behavior is mainly concentrated in monthly or weekly, and opinions are mainly concentrated in satisfaction or general. This shows that the demand structure of the target market of e-commerce companies is concentrated and needs to be focused on and satisfied.

Recommendation 2: E-commerce companies should strengthen the research and analysis of the demand structure of the target market, understand and meet the diversified and personalized needs of the market in a timely manner, and formulate and adjust corresponding market strategies, such as market segmentation, market positioning, and differentiation. Market etc.

ConclusionThird, the demand characteristics of the target market of e-commerce companies are unique, but the variability is strong. According to data analysis, the demand characteristics of online shopping users in the target market of e-commerce companies are obviously different from those of online shopping users in other markets. For example, the demand characteristics of online shopping users in the target market of e-commerce companies are mainly convenient, fast, cheap, quality, diversity, etc., while the demand characteristics of online shopping users in other markets are mainly safety, trust, experience, social networking, entertainment, etc. This shows that the demand characteristics of the target market of e-commerce companies are unique and require special attention and satisfaction. At the same time, the demand characteristics of online shopping users in the target market of e-commerce companies are constantly changing and adjusting with the change of the market and the intensification of competition. For example, the demand characteristics of online shopping users in the target market of e-commerce companies are gradually shifting to safety, trust, experience, social interaction, entertainment and so on. This shows that the demand characteristics of the target market of e-commerce companies are changeable and need flexible adaptation and change.

Recommendation 3: E-commerce companies should strengthen the identification and tracking of the demand characteristics of the target market, timely understand and meet the unique and changing needs of the market, and formulate and adjust the corresponding market strategy, such as differentiated market, customized market, relational market, etc.

The Value and Significance of 5. Market Research

Through the market research of this project, Shangpu Consulting Company provides the following market research value and significance for e-commerce companies:

Market research can help e-commerce companies understand and predict the demand scale, structure, characteristics and changes of the target market, and provide a basis for the development and improvement of e-commerce companies' products and services;

Market research can help e-commerce companies find and grasp the problems and opportunities in the target market, and provide support for the formulation and adjustment of e-commerce companies' market strategies;

Market research can help e-commerce companies optimize and implement the marketing plan of the target market, and provide guarantee for the improvement of market performance and customer satisfaction of e-commerce companies;

Market research can help e-commerce companies to enhance and maintain the competitive advantage of the target market, and provide impetus for the stability and development of the market position of e-commerce companies.