Purpose of 1. Market Research

The purpose of market research is to help enterprises better understand the current situation and development trend of the market, find market opportunities and problems, formulate reasonable market objectives and strategies, and improve market performance and efficiency. Specifically, the purpose of market research can be summarized as follows:

Understand market needs. Market demand is the core of market research, is the starting point and destination of market research. Market research through the collection, analysis and interpretation of market data and information, in-depth understanding of the market size, structure, characteristics, changes, potential, etc., to reveal the market demand situation, demand differences, demand drivers, demand forecasts, etc., to provide enterprises with market demand information and demand insight.

Understand the competitive landscape. Competitive situation is the focus of market research, is the basis and guarantee of market research. Market research should be conducted through a comprehensive, systematic and dynamic investigation and evaluation of market competitors, competitiveness, competitive strategies, competitive effects, etc., to reveal the competitive situation, competitive advantages, competitive threats, competitive trends, etc., to provide enterprises with market competition information and competitive wisdom.

Understanding consumer behavior. Consumer behavior is the key to market research, is the soul and life of market research. Market research should be conducted through in-depth, detailed and multi-dimensional observation and analysis of consumers' characteristics, needs, preferences, motives, attitudes, satisfaction, loyalty, behavior patterns, etc., to reveal consumers' behavior status, behavior influence, behavior changes, behavior expectations, etc., to provide enterprises with consumer behavior information and behavior insights.

Understand the product advantages. Product advantage is the goal of market research, is the value and significance of market research. Market research should be conducted through objective, scientific and comprehensive testing and evaluation of product functions, performance, quality, design, innovation, differentiation, etc., to reveal the product's advantage status, advantage factors, advantage performance, advantage enhancement, etc., to provide enterprises with product advantage information and advantage suggestions.

2. the object of market research

The object of market research refers to the main participants of market research, including the initiator, executor, interviewee and user of market research. The selection and organization of market research objects directly affect the effect and efficiency of market research. Therefore, market research should be based on different purposes and content, reasonable determination and arrangement of market research objects, as follows:

Initiator of market research. The initiator of market research refers to the person or institution that puts forward the needs and objectives of market research, formulates the plans and programs of market research, approves the budget and resources of market research, supervises the progress and quality of market research, and evaluates the results and effects of market research. The initiator of market research is generally the senior manager of the enterprise or the head of the market department. They should be responsible for the whole process of market research to ensure that the market research objectives are clear, the scheme is reasonable, the resources are sufficient, the quality is reliable and the effect is remarkable.

Executor of market research. The executor of market research refers to the actual work of market research, including the design of market research methods and tools, collection of market research data and information, analysis of market research data and information, writing market research reports and recommendations, reporting the results and effects of market research people or institutions. The executors of market research can be internal market researchers or professional market research institutions, they should have the professional knowledge and skills of market research to ensure that the methods of market research are scientific, effective tools, true data, accurate information and standardized reporting.

market research respondents. Market research respondents refer to the source of market research data and information, provide the data and information needed for market research, and participate in market research questionnaires, interviews, seminars, tests and other activities. Market research respondents are generally existing customers or potential customers of the enterprise, but also competitors or partners of the enterprise, they should be based on the purpose and content of market research, reasonable sampling and stratification, to ensure that the market research respondents are representative and coverage.

Users of market research. A user of market research is a person or organization that uses the results and effects of market research to make market decisions and actions, achieve market goals and strategies, and improve market performance and efficiency. The users of market research are generally the managers at all levels of the enterprise or the heads of various departments. They should make reasonable interpretation and application according to the reports and suggestions of market research to ensure that the users of market research are targeted and effective.

Content of 3. market research

The content of market research refers to the main concerns of market research, including market research topics, problems, assumptions, indicators, etc. The determination and design of the content of market research directly affects the effectiveness and efficiency of market research. Therefore, market research should determine the appropriate content of market research according to different purposes and objects, as follows:

The subject of market research. The theme of market research refers to the core content of market research, summarizes the main direction and scope of market research, and reflects the key points and difficulties of market research. The theme of market research should be clear, targeted, feasible and innovative, and can answer the basic questions of market research, such as "what is the purpose of market research?", "who is the object of market research?", "what is the content of market research?", "what is the value of market research?" and so on. The topic of market research can be a specific question, such as "how to improve the market share of the product?" or it can be a broad area, such as "consumer attitude and feedback on new products".

Problems of market research. The problem of market research refers to the specific content of market research, refines the theme of market research, and reflects the specific needs and expectations of market research. The questions of market research should be relevant, important, measurable and solvable, and be able to answer the detailed questions of market research, such as "what is the size of market demand?", "what is the advantage of competitors?", "what is the preference of consumers?", "what is the direction of product optimization?" and so on. The question of market research can be a single question, such as "how much influence does the price of a product have on consumers' willingness to buy?"; it can also be a multiple question, such as "how about the evaluation of the function, performance, quality, design and other aspects of the product?".

Market research assumptions. The assumption of market research refers to the expected content of market research, assuming that the results of market research reflect the assumptions and reasoning of market research. The assumptions of market research should be reasonable, logical, verifiable and generalizable, and can answer the hypothetical questions of market research, such as "what is the change of market demand?", "what is the strategy of competitors?", "what is the behavior of consumers?", "what is the advantage of the product?" and so on. The assumption of market research can be a simple assumption, such as "a decrease in the price of a product will increase the willingness of consumers to buy", or a complex assumption, such as "improvements in the function, performance, quality, design, etc. of the product will increase the market share of the product".

Indicators of market research. The index of market research refers to the measurement content of market research, quantifies the results of market research, and reflects the level and effect of market research. The indicators of market research should be objective, consistent, sensitive and comparable, and can answer the questions of market research indicators, such as "what is the size of market demand?", "what is the advantage of competitors?", "what is the preference of consumers?", "what is the advantage of products?" and so on. The indicator of market research can be a single indicator, such as "market share of the product"; it can also be a multi-dimensional indicator, such as "product function, performance, quality, design and other aspects of the score".

4. methods of market research

The method of market research refers to the main means of market research, including market research data sources, data collection, data analysis, data presentation and so on. The choice and application of market research methods directly affect the quality and effectiveness of market research. Therefore, market research should be based on different content and objects, choose the appropriate market research methods, as follows:

Data sources for market research. The data source of market research refers to the source of the data of market research, which provides the data and information required for market research and reflects the authenticity and validity of the data of market research. The data source of market research should have reliability, timeliness, completeness and compatibility, and be able to answer the data source questions of market research, such as "where does the data of market research come from?", "how new is the data of market research?", "how complete is the data of market research?", "how consistent is the data of market research?" and so on. The data source of market research can be first-hand data, such as market research questionnaires, interviews, seminars, tests, etc., or second-hand data, such as market research reports, literature, statistics, networks, etc.

Data collection for market research. The data collection of market research refers to the acquisition of market research data, the use of market research tools and techniques to collect the data and information required for market research, reflecting the quantity and quality of market research data. The data collection of market research should be effective, efficient, economical and flexible, and can answer the data collection questions of market research, such as "how to collect the data of market research?", "how much data collection of market research?", "how much data collection of market research?" and so on. The data collection of market research can be quantitative data, such as market research figures, proportions, rankings, etc., or qualitative data, such as market research opinions, feelings, suggestions, etc.

Data analysis of market research. The data analysis of market research refers to the processing of market research data, using market research models and methods to analyze the data and information collected by market research, reflecting the laws and significance of market research data. The data analysis of market research should be scientific, systematic, logical and innovative, and be able to answer the data analysis questions of market research, such as "how to analyze the data of market research?", "what is the use of the data analysis of market research?", "what is new in the data analysis of market research?" and so on. The data analysis of market research can be descriptive analysis, such as the average, standard deviation, frequency, etc. of market research, or inferential analysis, such as the correlation, regression, causality, etc. of market research.

Presentation of market research data. The data presentation of market research refers to the display of market research data, using the form and method of market research to present the data and information analyzed by market research, reflecting the image and influence of market research data. The data presentation of market research should be clear, concise, beautiful and interesting, and can answer the data presentation questions of market research, such as "how to present the data of market research?", "who is the data of market research presented to?", "what is the effect of the data presentation of market research?", "what is the attraction of the data presentation of market research?" and so on. The data presentation of market research can be in the form of text, such as market research reports, articles,AbstractIt can also be in the form of charts, such as market research graphs, tables, charts, etc.

5. the process of market research

The process of market research refers to the main steps of market research, including the planning, implementation, evaluation and improvement of market research. The arrangement and management of the market research process directly affect the efficiency and effect of market research. Therefore, market research should be based on different methods and content, arrange the appropriate market research process, as follows:

Plan of market research. The plan of market research refers to the preliminary preparation of market research, which determines the purpose, object, content, method, time, budget, etc. of market research, reflecting the feasibility and rationality of market research. The plan of market research should have integrity, clarity, adaptability and flexibility, and be able to answer the planning questions of market research, such as "what will market research do?", "how will market research be done?", "when will market research be done?", "how much will market research cost?" and so on. The plan for market research can be a simple plan, such as the objectives, methods, time, etc. of market research, or a detailed plan, such as the tasks, responsibilities, and processes of market research.

Implementation of market research. The implementation of market research refers to the mid-term implementation of market research, in accordance with the market research plan, to carry out market research data collection, data analysis, data presentation, etc., reflecting the practicality and effectiveness of market research. The implementation of market research should be standardized, coordinated, monitored and improved, and be able to answer the implementation questions of market research, such as "what did market research do?", "how did market research do?", "what's the problem with market research?", "how to improve market research?" and so on. The implementation of market research can be a sequential implementation, such as market research data collection, data analysis, data presentation, etc., or a circular implementation, such as market research data collection, data analysis, data presentation, data feedback, etc.

Evaluation of market research. The evaluation of market research refers to the later inspection of market research, which evaluates the results and effects of market research according to the purpose and indicators of market research, and reflects the advantages and disadvantages and improvement of market research. The evaluation of market research should be objective, fair, comprehensive and continuous, and be able to answer the evaluation questions of market research, such as "what is the purpose of market research?", "what is the effect of market research?", "what are the advantages of market research?", "what are the disadvantages of market research?" and so on. The evaluation of market research can be a qualitative evaluation, such as the satisfaction, recognition and impact of market research, or a quantitative evaluation, such as the accuracy, effectiveness and effectiveness of market research.

Improvement of market research. The improvement of market research refers to the continuous optimization of market research, according to the evaluation and feedback of market research, improve the purpose, object, content, method, process, etc. of market research, reflecting the progress and innovation of market research. The improvement of market research should be targeted, systematic, effective and continuous, and can answer the improvement questions of market research, such as "what should be improved in market research?", "how to improve market research?", "what is the effect of market research improvement?", "how to continuously improve market research?" and so on. The improvement of market research can be a small improvement, such as the data collection tools and data analysis methods of market research, or a big improvement, such as the purpose, object and content of market research.

6. the results of market research

The result of market research refers to the final output of market research, including market research reports, recommendations, decisions, actions, etc. The formation and application of the results of market research directly affect the value and significance of market research. Therefore, market research should be based on different processes and methods to form appropriate market research results, as follows:

Market research report. Market research report refers to the written form of market research, summarizing the purpose, object, content, method, process, result, etc. of market research, reflecting the whole picture and essence of market research. Market research reports should be complete, clear, normative and interesting, and be able to answer market research report questions, such as "what does the market research report contain?", "how to write the market research report?", "how to read the market research report?", "how to use the market research report?" and so on. The market research report can be a simple report, such as market research.Abstract、ConclusionSuggestions, etc.; it can also be a detailed report, such as the background, purpose, object, content, method, process, results, analysis, evaluation, improvement, etc. of market research.

Market research recommendations. The proposal of market research refers to the oral form of market research, which puts forward the opinions, suggestions, plans and strategies of market research, reflecting the application and value of market research. The suggestions of market research should be targeted, feasible, practical and innovative, and be able to answer the questions of market research suggestions, such as "what is the suggestion of market research?", "how to put forward the suggestion of market research?", "how to listen to the market target and market strategy of market research suggestions, and improve the performance and efficiency of the market. Taking Shangpu Consulting Company as an example, this paper introduces the innovative thinking and practical methods of market research, hoping to provide some reference and enlightenment for market research work.

Shangpu consulting company is a professional market research organization, providing high-quality market research services for customers from all walks of life, helping customers understand the market demand, competition, consumers, products, etc., formulate reasonable market objectives and market strategies, and improve the performance and efficiency of the market. Shangpu Consulting Company uses innovative thinking and practical methods to conduct comprehensive, systematic, in-depth and effective market research from the aspects of market research purpose, object, content, method, process and result, so as to provide customers with valuable market information and market insight.

The following are some specific cases of Shangpu Consulting Company, which briefly analyzes the application and effect of innovative thinking and practical methods of market research:

Case 1: Conduct new energy vehicle market research for an automobile manufacturer. The purpose of market research is to understand the demand, competition, consumers, products, etc. of the new energy vehicle market, and to formulate market goals and market strategies for new energy vehicles for customers. The object of market research is potential consumers and existing consumers of new energy vehicles, as well as competitors and partners of new energy vehicles. The content of market research is the market scale, market structure, market characteristics, market changes, market potential, etc. of new energy vehicles, as well as the competitors, competitiveness, competitive strategies, competitive effects, etc. of new energy vehicles, and consumers of new energy vehicles The characteristics, needs, preferences, motives, attitudes, satisfaction, loyalty, behavior patterns, etc., as well as the functions, performance, quality, design, innovation, and differentiation of new energy vehicles. The method of market research is to use a combination of quantitative and qualitative methods, using questionnaires, interviews, seminars, tests and other tools to collect first-hand and second-hand data, using descriptive analysis, inferential analysis, causal analysis and other methods to analyze the laws and significance of the data, using graphics, tables, charts and other forms to present the image and influence of the data. The process of market research is to carry out the preliminary preparation, medium-term implementation, later inspection and continuous optimization of market research according to the steps of planning, implementation, evaluation and improvement. The result of the market research is to form a detailed market research report, put forward some valuable market research suggestions, help customers determine the market goal and market strategy of new energy vehicles, implement the market action of new energy vehicles, and improve the market performance and efficiency of new energy vehicles.

Case 2: Conduct clothing market research for a clothing brand. The purpose of market research is to understand the demand, competition, consumers and products of the clothing market, and to formulate the market objectives and market strategies of clothing for customers. The object of market research is the potential and existing consumers of clothing, as well as competitors and partners of clothing. The content of market research is the market size, market structure, market characteristics, market changes, market potential, etc. of clothing, as well as the competitors, competitiveness, competitive strategies, competitive effects, etc. of clothing, as well as the characteristics, needs, preferences, Motivation, attitude, satisfaction, loyalty, behavior patterns, etc., as well as the function, performance, quality, design, innovation, and differentiation of clothing. The method of market research is to use a combination of quantitative and qualitative methods, using questionnaires, interviews, seminars, tests and other tools to collect first-hand and second-hand data, using descriptive analysis, inferential analysis, causal analysis and other methods to analyze the laws and significance of the data, using graphics, tables, charts and other forms to present the image and influence of the data. The process of market research is to carry out the preliminary preparation, medium-term implementation, later inspection and continuous optimization of market research according to the steps of planning, implementation, evaluation and improvement. The result of market research is to form a detailed market research report, put forward some valuable market research suggestions, help customers determine the market objectives and market strategies of clothing, implement the market action of clothing, and improve the market performance and efficiency of clothing.