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New areas of market research: consumption, service and society

2024-07-18 15:14:59 来源：尚普咨询浏览量：0

一、消费领域的市场调研

消费是市场经济的重要组成部分，也是市场调研的核心对象。消费领域的市场调研主要涉及消费者的行为、心理、偏好、满意度、忠诚度等方面，以及消费品的品类、品牌、价格、渠道、促销、竞争等方面。随着消费者的消费观念和消费能力的变化，消费领域的市场调研也面临着新的挑战和机遇，需要关注以下几个方面：

（1）消费升级。消费升级是指消费者从满足基本生活需求向追求高品质生活需求的转变，表现为消费者对产品和服务的品质、功能、个性、体验等方面的要求提高，对消费的理性、创新、社会责任等方面的关注增加。消费升级的背后是消费者的收入水平、教育水平、文化水平、生活方式等方面的提升，以及社会环境、政策导向、技术进步等方面的影响。消费升级对市场调研的要求是，要更加深入地了解消费者的需求动机、价值观、消费场景、消费过程等，要更加灵活地运用多种数据来源、分析方法、展示形式等，要更加及时地捕捉消费者的变化和趋势，为企业提供有效的市场洞察和策略建议。

（2）消费多元化。消费多元化是指消费者的消费需求和消费行为呈现出多样化、差异化、细分化的特征，表现为消费者对产品和服务的种类、品牌、风格、功能等方面的选择增加，对消费的时间、地点、方式、目的等方面的自主性增强。消费多元化的背后是消费者的个性化、多元化、社会化等特征的突出，以及市场供给的丰富化、创新化、个性化等特征的增强。消费多元化对市场调研的要求是，要更加广泛地覆盖消费者的群体、细分、维度、层次等，要更加精准地定位消费者的特征、偏好、需求等，要更加有效地区分消费者的共性和个性，为企业提供有针对性的市场划分和定位。

（3）消费数字化。消费数字化是指消费者的消费行为和消费过程越来越依赖于数字技术和数字平台，表现为消费者通过互联网、移动设备、社交媒体等获取消费信息、做出消费决策、分享消费体验等，以及消费者通过电商、直播、社交电商、即时零售等进行消费交易、消费服务、消费互动等。消费数字化的背后是数字技术的快速发展和普及，以及消费者的便利性、效率性、体验性等方面的追求。消费数字化对市场调研的要求是，要更加充分地利用数字技术和数字平台，收集和分析消费者的数字足迹、数字行为、数字反馈等，要更加紧密地与消费者进行数字沟通、数字互动、数字服务等，要更加敏捷地适应消费者的数字变化和数字需求，为企业提供数字化的市场解决方案。

二、服务领域的市场调研

服务是市场经济的重要组成部分，也是市场调研的重要对象。服务领域的市场调研主要涉及服务提供者的能力、质量、创新、竞争等方面，以及服务消费者的需求、满意度、忠诚度、投诉等方面。随着服务业的发展和升级，服务领域的市场调研也面临着新的机遇和挑战，需要关注以下几个方面：

（1）服务创新。服务创新是指服务提供者为了满足服务消费者的新需求或提高服务效率，对服务的内容、形式、过程、模式等方面进行的改进和创新。服务创新的背后是服务消费者的需求多样化、个性化、体验化等特征的增强，以及服务提供者的技术进步、管理改善、资源整合等能力的提升。服务创新对市场调研的要求是，要更加深入地探索服务消费者的潜在需求、痛点、期待等，要更加全面地评估服务提供者的创新能力、创新效果、创新风险等，要更加系统地构建服务创新的理论、方法、指标等，为服务提供者提供创新的市场导向和支持。

（2）服务品质。服务品质是指服务提供者在服务交付过程中，对服务消费者的期望和感受的满足程度。服务品质的背后是服务消费者的品质意识、品质要求、品质评价等方面的提高，以及服务提供者的品质管理、品质保证、品质提升等方面的加强。服务品质对市场调研的要求是，要更加客观地衡量服务品质的维度、标准、水平等，要更加主动地监测服务品质的差距、问题、改进等，要更加有效地提升服务品质的满意度、忠诚度、口碑等，为服务提供者提供品质的市场反馈和优化。

（3）服务融合。服务融合是指服务提供者为了拓展服务范围和提高服务价值，将不同的服务内容、形式、渠道等进行有机的结合和整合，形成新的服务产品和服务模式。服务融合的背后是服务消费者的需求复杂化、多元化、一体化等特征的增加，以及服务提供者的资源共享、协同合作、价值创造等能力的提高。服务融合对市场调研的要求是，要更加开放地发现服务融合的机会、需求、价值等，要更加综合地评价服务融合的效果、影响、风险等，要更加创新地设计服务融合的产品、模式、策略等，为服务提供者提供融合的市场方案和实施。

三、社会领域的市场调研

社会是市场经济的重要背景和影响因素，也是市场调研的重要内容和目的。社会领域的市场调研主要涉及社会的结构、变迁、问题、发展等方面，以及社会对市场的需求、影响、反馈等方面。随着社会的进步和转型，社会领域的市场调研也面临着新的责任和挑战，需要关注以下几个方面：

（1）社会责任。社会责任是指市场主体在追求经济利益的同时，对社会的利益、价值、规范等方面的尊重和贡献。社会责任的背后是社会的期待、压力、监督等方面的增强，以及市场主体的道德、形象、竞争等方面的考虑。社会责任对市场调研的要求是，要更加关注社会的需求、问题、挑战等，要更加评估市场主体的影响、贡献、改进等，要更加推动市场主体的参与、合作、创新等，为市场主体提供责任的市场导向和支持。

（2）社会影响。社会影响是指市场活动对社会的各个方面产生的正面或负面的影响和后果。社会影响的背后是市场活动的规模、速度、范围等方面的扩大，以及社会的敏感性、复杂性、多变性等方面的增加。社会影响对市场调研的要求是，要更加全面地识别市场活动的影响对象、影响内容、影响程度等，要更加科学地测量市场活动的影响效果、影响机制、影响路径等，要更加有效地管理市场活动的影响风险、影响成本、影响收益等，为市场活动提供影响的市场评估和优化。

（3）社会发展。社会发展是指社会在经济、政治、文化、生态等方面的进步和提升。社会发展的背后是社会的愿景、目标、计划等方面的制定，以及市场的动力、资源、创新等方面的贡献。社会发展对市场调研的要求是，要更加紧密地对接社会的发展战略、发展规划、发展指标等，要更加积极地促进市场的发展动力、发展潜力、发展优势等，要更加主动地参与社会的发展项目、发展合作、发展评估等，为社会提供发展的市场服务和支持。

4. epilogue

市场调研是一种为了了解市场现状和发展趋势，为企业决策提供信息支持的活动。随着社会经济的发展和消费者需求的多样化，市场调研的内容和方法也在不断创新和拓展，形成了一些新的领域和方向。本文从消费、服务和社会三个维度，分析了市场调研的新领域的特点和价值，以及市场调研的新方法和工具，以期为市场调研的实践和发展提供参考和启示。

尚普咨询公司是一家专业从事市场调研的咨询机构，拥有丰富的市场调研经验和专业的市场调研团队，为客户提供全方位的市场调研服务。尚普咨询公司在消费、服务和社会领域的市场调研方面，都有着自己的优势和特色，为客户提供了一些具有代表性和影响力的市场调研案例，如下：

- 在消费领域，尚普咨询公司为一家知名的运动品牌提供了消费升级的市场调研服务，通过深入的消费者访谈和数据分析，揭示了消费者对运动品牌的新需求和新期待，为客户提供了针对不同消费者群体的品牌定位和品牌传播的策略建议，帮助客户提升了品牌形象和市场份额。

- 在服务领域，尚普咨询公司为一家领先的在线教育平台提供了服务创新的市场调研服务，通过广泛的市场调研和竞争分析，发现了在线教育市场的新机会和新挑战，为客户提供了基于人工智能和大数据的服务创新的产品设计和服务模式的优化建议，帮助客户提高了服务质量和用户满意度。

- 在社会领域，尚普咨询公司为一家国际的环保组织提供了社会责任的市场调研服务，通过系统的社会调研和案例研究，评估了环保组织在中国的社会影响和社会价值，为客户提供了基于社会需求和社会合作的社会责任的战略规划和实施方案，帮助客户提升了社会认可和社会影响力。

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