1. the concept and purpose of market research

Market research refers to the process of purposefully collecting, analyzing and interpreting market-related information in order to improve the quality of strategic decision-making, solve problems in marketing, or adopt scientific methods according to specific decision-making needs. Market research is an important part of marketing, but also the basis and premise of marketing. The purpose of market research is to help enterprises better understand the market situation, to provide reliable information support for the decision-making of enterprises, so as to improve the marketing effect and efficiency of enterprises.

The objects of market research mainly include the following aspects: market environment, market demand, market segmentation, market objectives, market strategy, market mix, market effect, etc. Market environment refers to the various external factors that affect marketing activities, such as politics, law, economy, society, culture, technology, nature, etc. Market demand refers to the potential or actual demand and purchasing power of a product or service in the market. Market segmentation is the process of dividing a large market into a number of relatively uniform small markets according to different criteria or characteristics.

Market objectives are specific, measurable, achievable and time-bound goals that an enterprise wants to achieve in the market. Market strategy refers to the overall, long-term and basic action plan taken by an enterprise to achieve market goals. Market portfolio refers to the specific, short-term and flexible marketing tools used by enterprises in order to implement market strategy, which mainly includes four elements: product, price, channel and promotion. Market effect refers to the results and impact of an enterprise's marketing activities on the market and consumers, such as sales volume, market share, profit, brand awareness, consumer satisfaction, etc.

The process of market research generally includes the following steps: identifying research questions, designing research plans, collecting data, analyzing data, writing reports and making recommendations. Identifying research questions refers to clarifying the purpose, scope, content and focus of the research, as well as the assumptions and expectations of the research. Designing a research plan refers to the development of research methods, techniques, tools and procedures, as well as the time, place, personnel and cost of research. Data collection refers to the acquisition of raw data related to research issues through various means and channels according to the research plan. Analyzing data refers to the use of statistics, mathematics, economics and other methods to organize, summarize, classify, calculate, compare, evaluate and interpret the collected data, and extract valuable information from it. Writing a report and making recommendations means expressing the results of the analysis in writing and, based on the results of the analysis, making reasonable recommendations and improvements to the business's decision-making or marketing activities.

Common methods and techniques for 2. market research

There are two main categories of market research methods: quantitative research and qualitative research. Quantitative research refers to the method of measuring and counting a large number of samples in order to obtain representative and generalization data and conclusions. The common methods of quantitative research are questionnaire survey, experimental method, mathematical model and so on. Qualitative research refers to a research method that uses non-numerical methods to observe and describe a small number of samples in depth and detail in order to obtain data and conclusions with connotation and depth. The common methods of qualitative research are in-depth interviews, focus groups, case studies, etc.

The skills of market research mainly include the following aspects: first, to clarify the purpose and problems of the research and avoid deviating from the theme or missing the key points; The second is to choose appropriate research methods and tools, and comprehensively consider the effectiveness, feasibility and economy of the research according to the content, object, scope and conditions of the research. The third is to ensure the quality and quantity of the data, and pay attention to the source, authenticity, accuracy and completeness of the data, at the same time, pay attention to the scale, distribution and representativeness of the data; fourth, use scientific analysis methods and techniques, select reasonable analysis models and indicators according to the characteristics and requirements of the data, and use appropriate analysis software and tools to avoid analysis deviations and Errors; Fifth, write clear reports and make useful suggestions, pay attention to the structure, logic, language and format of the report, highlight the main thrust, focus and conclusions of the report, and at the same time put forward targeted and operable suggestions and improvement measures based on the results of the analysis.

Practical Application and Value of 3. Market Research

Market research has important practical application and value in the development of enterprises, which can help enterprises to improve the effect and efficiency of marketing, enhance the competitiveness and market position of enterprises, and realize the sustainable development of enterprises. The following is an example of Champ Consulting to introduce the application and value of market research in practice.

Shangpu Consulting is a professional market research and consulting service organization, founded in 2008, headquartered in Beijing, with a team of senior market research experts and consultants to provide customers with a full range of market research and consulting services. The scope of services of Shangpu Consulting includes market analysis, market forecast, market segmentation, market positioning, market strategy, market portfolio, market evaluation, market monitoring, etc., covering all aspects and links of market research. The service characteristics of Shangpu Consulting are customer-centric, data-based, innovation-driven, and value-oriented, providing customers with tailor-made market research and consulting solutions to help customers achieve marketing goals and effects.

Shangpu Consulting's customers include well-known companies in various industries and fields, such as Baidu, Alibaba, Tencent, Huawei, Xiaomi, Jingdong, etc.

Shangpu Consulting provides a variety of market research and consulting services to these customers, helping customers solve a variety of marketing problems, achieve a variety of marketing objectives, and create a variety of marketing value. Here are a few specific cases to illustrate:

Shangpu Consulting provides Baidu with market research and consulting services on Baidu Intelligent Cloud, helps Baidu understand the current situation, changes and trends of the cloud computing market at home and abroad, identifies the opportunities and threats of the cloud computing market, formulates the market objectives and strategies of Baidu Intelligent Cloud, optimizes the product, price, channel and promotion combination of Baidu Intelligent Cloud, and evaluates and monitors the market effect and efficiency of Baidu Intelligent Cloud, it provides powerful information support and decision-making reference for the development of Baidu intelligent cloud. Through the market research and consulting services of Shangpu Consulting, Baidu Intelligent Cloud's sales, market share, profit, brand awareness, customer satisfaction and loyalty have been significantly improved. Baidu Intelligent Cloud has become one of the leading cloud computing service providers in China.

Shangpu Consulting provides Alibaba with market research and consulting services on Alibaba's new retail, helping Alibaba understand the needs, preferences and behaviors of the new retail market at home and abroad, subdividing different market segments and target markets of the new retail market, positioning the market positioning and competitive advantages of Alibaba's new retail, and developing and optimizing Alibaba's new retail products and services, such as Tmall, Taobao, Box Horse, Hungry Noodles, Word of Mouth, Idle Fish, Taobao Live, Tmall Supermarket, Tmall International, Tmall Wizard, Tmall Magic Box, Tmall Smart Home, Tmall Smart Car, Tmall Smart Medical, Tmall Smart Education, Tmall Smart Tourism, Tmall Smart Entertainment, etc., which have established and improved Alibaba's new retail channels and promotion combinations, such as online and offline integration, omni-channel coverage, full scene experience, full category coverage, full time service, universal participation, all-round marketing, etc., evaluate and monitor the market effect and efficiency of Alibaba's new retail, and provide powerful information support and decision-making reference for the development of Alibaba's new retail. Through the market research and consulting services of Shangpu Consulting, the sales, market share, profit, brand awareness, customer satisfaction and loyalty of Alibaba's new retail have been significantly improved. Alibaba's new retail has become one of the leading new retail service providers in China.

Shangpu Consulting provides Tencent with market research and consulting services on Tencent's social media, helping Tencent understand the current situation, changes and trends of the social media market at home and abroad, identifying the opportunities and threats of the social media market, formulating the market objectives and strategies of Tencent's social media, and optimizing the product, price, channel and promotion combination of Tencent's social media, evaluated and monitored the market effect and efficiency of Tencent's social media, and provided powerful information support and decision-making reference for the development of Tencent's social media. Through the market research and consulting services of Shangpu Consulting, the sales, market share, profit, brand awareness, customer satisfaction and loyalty of Tencent's social media have been significantly improved. Tencent's social media has become one of the leading social media service providers in China, its WeChat, QQ, Weibo, Tencent Video, Tencent News, Tencent Music, Tencent Comics, Tencent Games, Tencent Sports, Tencent Education, Tencent Medical, Tencent Travel, Tencent Entertainment and other products and services have a large number of users and fans, forming a strong social media ecosystem.