Definition and role of 1. market research

Market research refers to the use of scientific methods to collect, organize, analyze and interpret relevant data in order to understand the current situation, trends, needs, preferences, satisfaction, loyalty and other aspects of the market. The role of market research mainly has the following aspects:

Help companies understand the size, structure, characteristics, changes and potential of the market, as well as consumer behavior, psychology, attitudes and needs, so as to provide a basis for product development, pricing, distribution and promotion.

Help enterprises to identify and evaluate the opportunities and threats of the market, as well as the advantages and disadvantages of competitors, so as to provide reference for market positioning, target selection, strategy formulation and competitive response.

Help companies monitor and evaluate market feedback and effects, as well as their own performance and problems, so as to provide a basis for market adjustment, improvement and innovation.

Help enterprises to establish and maintain good relations with consumers, channel providers, suppliers, partners and other market players, so as to provide support for market expansion, cooperation and win-win.

Successful cases of 2. market research

1. Market research conducted by Champ Consulting for a car brand

Shangpu Consulting is a professional market research and consulting company, providing customized market solutions for customers in various industries. Shangpu consulting once conducted a market research for a certain automobile brand, aiming to help the brand enhance its popularity and competitiveness in the Chinese market.

The market research team of Shangpu Consulting first clarified the goal and scope of the research, that is, to understand the overall situation of the Chinese automobile market, as well as the current situation and problems of the brand in the Chinese market. Then, the team designed research methods and tools, including literature analysis, second-hand data collection, first-hand data collection and data analysis. Literature analysis and second-hand data collection are mainly through the Internet, databases, reports, magazines and other channels to obtain information about the history, current situation, trends, scale, structure, characteristics, and competitive landscape of the Chinese automobile market, as well as the brand in the Chinese market Data on sales, market share, brand image, consumer satisfaction, etc. First-hand data collection is mainly through questionnaires, interviews, observations, experiments, etc., to obtain information about the behavior, psychology, attitudes, needs, preferences, loyalty, etc. of Chinese auto consumers, as well as the strengths and weaknesses of the brand in the Chinese market. Information on weaknesses, opportunities and threats, problems and challenges. Data analysis is mainly through statistical analysis, factor analysis, cluster analysis, correlation analysis, regression analysis, structural equation model and other methods, the collected data to organize, summarize, classify, compare, correlate, explain and verify, so as to obtain valuable.Conclusionand recommendations.

After completing the research process, the market research team of Shangpu Consulting produced a detailed research report, including the research background, objectives, methods, processes, results,Conclusionand recommendations, and submitted the report to the brand's management. The main findings and recommendations of the report are as follows:

China's auto market is a fast-growing, highly competitive, diversified and differentiated market. Consumers' needs and preferences are constantly changing, and they have higher requirements for the quality, performance, safety, comfort, environmental protection, intelligence, and personality of automobiles. And look forward.

The brand's popularity and competitiveness in the Chinese market are low. The main reasons are that the product line is relatively single, the lack of products that meet the characteristics of the Chinese market and consumer needs, and the lack of brand promotion and channel construction, resulting in the brand image is not prominent and consumers Cognition is not high, market share is not large, and consumer satisfaction and loyalty are not high.

The advantage of the brand in the Chinese market is that the product quality, performance, safety, comfort and environmental protection have a high standard, as well as the brand's internationalization, specialization and innovation have a good reputation. The disadvantage of the brand in the Chinese market is that the product has a large gap in price, design, intelligence and personality, and the brand's cultural, emotional and social responsibility has a weak influence.

The opportunities for the brand in the Chinese market are the continuous growth of the Chinese automobile market, the diversified needs of consumers, the government's incentive policies, the development potential of new energy vehicles, the application prospects of the Internet and big data, etc. The threat of the brand in the Chinese market is the fierce competition in the Chinese auto market, the high quality expectations of consumers, the government's regulatory norms, the pressure of the transformation of traditional cars, and the rise of emerging auto brands.

The problem of the brand in the Chinese market is that the product positioning is not clear, the differentiation is not obvious, the innovation is insufficient, and the brand's dissemination is not extensive, the communication is not effective, and the loyalty is not high. The challenge of the brand in the Chinese market is how to develop and launch products more suitable for the Chinese market according to the characteristics of the Chinese market and the needs of consumers, as well as how to enhance the brand's popularity and competitiveness, and establish and maintain good relations with consumers.

Based on the above findings, Champ Consulting recommends the following:

The brand should localize and differentiate its products according to the characteristics of the Chinese market and the needs of consumers, develop and launch products that are more in line with the Chinese market, for example, increase the proportion of new energy vehicles, improve the level of product design, intelligence and personalization, reduce the price and cost of products, and improve the cost performance of products.

The brand should strengthen brand promotion and channel construction, and enhance the brand's visibility and influence in the Chinese market, for example, increase brand advertising and public relations investment, use the Internet, social media, word-of-mouth and other methods for brand communication and interaction, and expand Brand sales and service network, improve brand coverage and accessibility.

The brand should establish and maintain a good relationship with consumers, improve consumer satisfaction and loyalty, for example, understand and meet consumer needs and expectations, provide quality products and services, increase consumer participation and experience, build consumer trust and recognition, and cultivate consumer advocacy and recommend.

The brand should continue to pay attention to and analyze the changes and competition in the Chinese market, carry out market adjustments and innovations, for example, conduct regular market research and evaluation, timely discover and solve market problems and challenges, flexibly respond to market opportunities and threats, and continuously improve And optimize products and brands to maintain competitive advantages in the market.

The market research of Shangpu consulting has provided valuable information and suggestions for the brand, helped the brand to enhance its popularity and competitiveness in the Chinese market, and won the trust and cooperation of the brand.

2. Market research conducted by Champ Consulting for a cosmetics brand

Shangpu Consulting has also conducted a market research for a cosmetics brand to help the brand explore and develop new opportunities and new consumers in the Chinese market.

The market research team of Shangpu Consulting first clarified the goal and scope of the research, that is, to understand the new trends, new demands, new segments and new groups of the Chinese cosmetics market. Then, the team designed research methods and tools, including literature analysis, secondary data collection, primary data collection and data analysis. Literature analysis and second-hand data collection are mainly through the network, databases, reports, magazines and other channels to obtain information about the history, current situation, trends, scale, structure, characteristics, competitive landscape and other aspects of the Chinese cosmetics market. First-hand data collection is mainly through questionnaires, interviews, observations, experiments, etc., to obtain information about the behavior, psychology, attitudes, needs, preferences, loyalty, etc. of Chinese cosmetics consumers, as well as new opportunities in the Chinese cosmetics market and new Information about the characteristics and needs of consumers. Data analysis is mainly through statistical analysis, factor analysis, cluster analysis, correlation analysis, regression analysis, structural equation model and other methods, the collected data to organize, summarize, classify, compare, correlate, explain and verify, so as to obtain valuable.Conclusionand recommendations.

After completing the research process, the market research team of Shangpu Consulting produced a detailed research report, including the research background, objectives, methods, processes, results,Conclusionand recommendations, and submitted the report to the brand's management. The main findings and recommendations of the report are as follows:

China's cosmetics market is a fast-growing, highly competitive, diversified and differentiated market. Consumers' needs and preferences are constantly changing, and they have higher requirements and expectations for the quality, effect, safety, nature, and personality of cosmetics.

The new trends in China's cosmetics market include: the change of consumers' consumption concept and behavior of cosmetics, from pure beauty to more attention to health care and personal expression; the change of consumers' consumption channels and consumption patterns of cosmetics, from traditional offline stores to more online platforms and social media; the change of consumers' consumption content and consumption form of cosmetics, From a single product, more services and experiences.

The new demands of China's cosmetics market include: consumers' higher requirements for the quality and effect of cosmetics, more attention and understanding of the ingredients, efficacy, safety, naturalness and other aspects of cosmetics; consumers' higher requirements for the personality and differences of cosmetics, more choices and customizations for the design, style, color, aroma and other aspects of cosmetics; consumers' higher requirements for the emotion and value of cosmetics, more recognition and resonance to the brand, culture, story and meaning of cosmetics.

The new segments of China's cosmetics market include: consumers' different consumption purposes and consumption scenarios for cosmetics have formed different groups of cosmetics consumers, such as daily skin care, workplace makeup, leisure makeup, party makeup, wedding makeup, etc. Consumers' different consumption preferences and habits for cosmetics have formed different types of cosmetics consumers, such as, practical, fashionable, innovative, exploratory, etc.

The new groups in China's cosmetics market include: consumers' age, gender, income, education, occupation, region and other aspects, forming different groups of cosmetics consumers, such as teenagers, men, middle and high income, high education, white-collar workers, third and fourth tier cities, etc.

Based on the above findings, Champ Consulting recommends the following:

The brand should innovate and optimize its products according to the new trends and needs of the Chinese cosmetics market, develop and launch products that are more in line with the Chinese market, for example, improve the quality, effect, safety and nature of the products, increase the elements of personality, difference, emotion and value of the products, and provide services such as product selection and customization.

The brand should carry out market positioning and goals according to the new segments and new groups of the Chinese cosmetics market, and select and develop more potential market segments and consumer groups, for example, for teenagers, men, middle and high income, high education, White-collar workers, third-and fourth-tier cities and other different consumer groups, provide more suitable products and services to meet their different consumption purposes and consumption scenarios, attract their different consumption preferences and consumption habits, etc.

The brand should strengthen market research and analysis, continue to pay attention to and explore new opportunities and new consumers in the Chinese cosmetics market, for example, conduct regular market research and evaluation, timely discover and solve market problems and challenges, and flexibly respond to market changes and competition, Continuously innovate and optimize products and markets, and maintain market competitive advantages and leading positions.

The market research of Shangpu consulting has provided valuable information and suggestions for the brand, helped the brand explore and develop new opportunities and new consumers in the Chinese market, and won the trust and cooperation of the brand.