1. the concept of market research

Market research, also known as market research or marketing research, refers to the use of certain procedures, the use of certain methods, through the systematic and objective identification, collection, collation and analysis of relevant market information, in order to improve the quality of decision-making, identify and solve marketing opportunities and problems to provide information basis. The main body of market research is generally an enterprise, or it can be a professional market research company, consulting company, etc. The purpose of market research is to meet the needs of marketing management decisions and to provide a basis for management to develop marketing strategies.

Market research is characterized by the following aspects:

Targeted. Market research is to solve specific market problems or meet specific market needs, it is not a blind, random or purposeless activities, but according to the purpose and content of market research, clear market research object, scope, method, time, cost, etc.

Timeliness. Market research is carried out to reflect the dynamic changes of the market, which requires the collection and analysis of market information to be timely, accurate and continuous, in order to provide the latest, most true and most useful information for the decision-making of enterprises. Market research should not lag behind the changes in the market, nor should it be ahead of the market demand. It should be consistent with the rhythm of the market.

Systemic. Market research is a systematic, holistic and comprehensive activity. It requires analysis from all aspects and levels of the market, considering the internal and external factors of the market, considering the current situation and trend of the market, considering the opportunities and problems of the market, considering the generality and particularity of the market, considering the similarity and difference of the market, considering the stability and variability of the market, and considering the subjectivity and objectivity of the market, consider the qualitative and quantitative nature of the market, consider the theory and practice of the market, consider the laws and characteristics of the market, consider the causal and logical relationship of the market, consider the structure and function of the market, consider the process and results of the market, consider the strategies and methods of the market, consider the benefits and effects of the market, etc.

Scientific. Market research is a scientific, standardized and rigorous activity. It requires following the basic principles and methods of market research, using the professional techniques and tools of market research, and adopting the standard processes and procedures of market research to ensure the authenticity, validity, reliability and comparability of market information, the correctness, rationality and applicability of market analysis, and the feasibility, effectiveness and optimization of market decision-making.

The Purpose and Function of 2. Market Research

The purpose and function of market research are mainly in the following aspects:

Understand the market environment. The market environment refers to the various factors and conditions that affect the operation of the market and the operation of enterprises, including politics, law, economy, society, culture, technology, nature, competition and so on. Changes in the market environment will have a significant impact on market demand, supply, price, competition, opportunities, risks, etc., therefore, companies must be through market research, timely, accurate and comprehensive understanding of the current situation and trends of the market environment, grasp the market environment Opportunities and threats, formulate marketing strategies to adapt to the market environment, improve market adaptability and competitive advantage.

Understand market needs. Market demand refers to the potential or actual demand for a certain product or service in the market, which is the basic characteristic and driving force of the market, as well as the basic goal and orientation of the enterprise. The size, structure, change, distribution and characteristics of market demand determine the direction and content of marketing activities such as product development, pricing, distribution and promotion. Therefore, enterprises must deeply, carefully and continuously understand the situation and law of market demand through market research, judge the potential and intensity of market demand, meet the diversity and individuality of market demand, and create new fields and new ways of market demand, increase market satisfaction and loyalty.

Understand the market competition. Market competition refers to the comparison and competition between various products or services in the market. It is a common phenomenon and basic law of the market, and it is also the main challenge and driving force of enterprises. The degree, form, strategy and result of market competition affect the market share, profit level, survival state and development prospect of the enterprise. Therefore, the enterprise must objectively, clearly and comprehensively understand the situation and characteristics of market competition through market research, identify the advantages and disadvantages of market competition, analyze the advantages and disadvantages of market competition, and formulate the objectives and strategies of market competition, improve market competitiveness and leading position.

Understand the market consumer. Market consumers are individuals or organizations that buy or use a product or service in the market, they are the main body and core of the market, as well as the customers and stakeholders of the enterprise. The characteristics, behaviors, demands, satisfaction, loyalty and values of market consumers determine the focus and methods of marketing activities such as market positioning, product design, brand building, service quality and relationship management. Therefore, enterprises must extensively, deeply and persistently understand the situation and changes of market consumers through market research, identify the needs and preferences of market consumers, and meet the expectations and requirements of market consumers, create the value and happiness of market consumers and improve the satisfaction and loyalty of market consumers.

Understand marketing effectiveness. Marketing effect refers to the market objectives and market benefits achieved by enterprises through marketing activities, which is the evaluation and feedback of marketing management, as well as the driving force of marketing improvement and innovation. The indicators, levels, influencing factors and improvement measures of marketing effect affect the market performance, market reputation, market development and market innovation of the enterprise. Therefore, the enterprise must regularly, systematically and scientifically understand the status and problems of marketing effect through market research, evaluate the advantages and disadvantages and gaps of marketing effect, and analyze the causes and influences of marketing effect, methods and means to improve marketing effectiveness and improve the level and quality of marketing effectiveness.

Contents and Methods of 3. Market Research

The contents and methods of market research are determined according to the purpose and needs of market research, which can generally be divided into the following aspects:

Market overview research. Market overview research refers to the basic situation of the market research, including market size, structure, distribution, growth rate, saturation, potential, trends and so on. The purpose of market overview research is to understand the overall situation and development direction of the market, and to provide basic data and reference for market analysis and market strategy. The methods of market overview research are mainly as follows:

Historical data analysis. Historical data analysis refers to the use of existing market data, such as sales volume, market share, price, cost, profit, etc., statistical analysis, calculation of market size, structure, growth rate and other indicators, reflecting the historical changes and current situation of the market.

market forecasting method. Market forecasting method refers to the use of historical market data and existing market information, combined with the internal and external factors of the market, the use of mathematical models, expert judgment, scenario analysis and other methods to predict the future changes and development trends of the market.

Market Segmentation. Market segmentation refers to the division of the market into a number of relatively balanced, relatively independent and relatively stable sub-markets according to the different characteristics of the market, such as geography, population, psychology, behavior, etc., in order to better understand the structure and distribution of the market and more effectively meet the needs and preferences of the market.

Market competition research. Market competition research refers to the research of competitors in the market, including the number, type, scale, strength, strategy and effect of competitors. The purpose of market competition research is to understand the competitive situation and characteristics of the market, and to provide competitive information and reference for market analysis and market strategy. The main methods of market competition research are as follows:

Competitor identification method. Competitor identification refers to the determination of the scope and type of competitors, such as direct competitors, indirect competitors, potential competitors, etc., based on the similarity, substitution, complementarity, etc. of competitors' products or services.

Competitor analysis. Competitor analysis refers to analyzing the strengths and weaknesses of competitors, evaluating the strength and level of competitors, and predicting the behavior and reactions of competitors based on their objectives, resources, capabilities, strategies, and effects.

Competitor comparison method. The competitor comparison method refers to comparing the performance and differences of competitors according to their market share, sales volume, price, cost, profit, brand, quality, service, etc., and determining the position and ranking of competitors.

Market demand research. Market demand research refers to the research of potential or actual demand in the market, including the quantity, quality, structure, change, distribution and characteristics of demand. The purpose of market demand research is to understand the market demand situation and laws, and to provide demand information and reference basis for market analysis and market strategy. The methods of market demand research are mainly as follows:

demand measurement method. Demand measurement refers to the use of historical market data and existing market information, combined with the internal and external factors of the market, the use of mathematical models, expert judgment, scenario analysis and other methods to measure the total demand, effective demand, potential demand, etc., to reflect the market demand and demand intensity.

Demand analysis. Demand analysis refers to the analysis of different needs of the market, such as basic needs, selection needs, extended needs, etc., according to different characteristics of the market, such as geography, population, psychology, behavior, etc., reflecting the demand quality and demand structure of the market.

Demand forecasting method. Demand forecasting refers to the use of historical market data and existing market information, combined with the internal and external factors of the market, the use of mathematical models, expert judgment, scenario analysis and other methods to predict the future demand of the market, reflecting changes in market demand and demand trends.

Market consumer research. Market consumer research refers to the investigation of individuals or organizations that purchase or use a certain product or service in the market, including consumer characteristics, behavior, needs, satisfaction, loyalty, values, etc. The purpose of market consumer research is to understand the consumer situation and changes in the market, and to provide consumer information and reference for market analysis and market strategy. Market consumer research methods are mainly the following:

Consumer characteristics analysis. Consumer characteristic analysis refers to the analysis of different types and groups of consumers according to their different characteristics, such as age, gender, income, education, occupation, family, lifestyle, personality, values, etc., reflecting the characteristics and differences of consumers.

Consumer behavior analysis. Consumer behavior analysis refers to the process and results of consumers' purchase or use of a product or service, analyzing consumers' purchase motivation, purchase decision, purchase mode, purchase frequency, purchase quantity, purchase satisfaction, purchase loyalty, etc., reflecting consumers' behavior and habits.

Consumer demand analysis. Consumer demand analysis refers to the analysis of consumer demand level, demand structure, demand intensity, demand change, demand difference, etc. according to the consumer's demand and preference for a certain product or service, reflecting the consumer's demand and expectation.

Marketing effectiveness research. Marketing effectiveness research refers to the market objectives and market benefits achieved by enterprises through marketing activities, including marketing indicators, levels, influencing factors, improvement measures and so on. The purpose of marketing effectiveness research is to understand the marketing situation and problems of the market, and to provide marketing information and reference basis for market analysis and marketing strategy. There are several main methods of marketing effectiveness research:

Marketing indicator analysis. Marketing indicator analysis refers to the use of various indicators of marketing, such as market share, sales volume, price, cost, profit, brand, quality, service, etc., to carry out statistical analysis, calculate the level and effect of marketing, and reflect the performance and gap of marketing.

Marketing impact factor analysis. The marketing influence factor analysis method refers to the analysis of the influence factors and degree of marketing according to the internal and external factors of marketing, such as market environment, market competition, market demand, market consumers, market strategy, market activities, etc., reflecting the causes and effects of marketing.

Marketing improvement measures analysis method. The analysis of marketing improvement measures refers to the improvement objectives and strategies of marketing according to the status and problems of marketing, and the formulation of improvement measures and improvement plans for marketing, reflecting the improvement and innovation of marketing.

4. the process and steps of market research

The process and steps of market research are determined according to the characteristics and requirements of market research, and can generally be divided into the following steps:

Determine the purpose and scope of market research. This step is the starting point and direction of market research. It is necessary to clarify the theme, problem, goal, content, object, scope, etc. of market research, so that market research is targeted and operable.

Design market research programs and methods. This step is the core and key of market research, to choose market research methods, technologies, tools, data sources, samples, indicators, etc., so that market research is systematic and scientific.

Collect market research data and information. This step is the basis and guarantee of market research, through market research methods, techniques, tools, etc., from market research data sources, samples, etc., to obtain market research data and information, so that market research has authenticity and effectiveness.

Analyze market research data and information. This step is the process and results of market research, through the market research technology, tools, indicators, etc., the market research data and information to organize, summarize, statistics, calculation, comparison, evaluation, prediction, etc., so that the market research is correct and reasonable.

Write market research reports and recommendations. This step is the summary and feedback of market research, according to the purpose and scope of market research, in accordance with the format and requirements of market research, write market research reports and recommendations, so that market research has integrity and applicability.

Examples and effects of 5. market research

In order to better explain the concept and practice of market research, this paper will combine some specific cases of Shangpu Consulting Company to analyze the practical application and effect of market research. Shangpu Consulting Company is a professional market research and consulting company, providing market research and consulting services for enterprises in all walks of life, helping enterprises understand the market, analyze the market, formulate market strategies, and improve market effects. Here are some of the market research examples from Champ Consulting:

Case 1: Market research of a home appliance company. A home appliance company is a professional production and sales of air conditioners, refrigerators, washing machines and other home appliances enterprises, facing the pressure of market competition and changes in market demand, hope that through market research, understand the current situation and trends of the market, develop reasonable market strategies, improve market competitiveness. Champ Consulting provides the following market research services for the company:

Market overview research. Shangpu Consulting Company measured and predicted the scale, growth rate, potential and trend of the home appliance market by using the historical data analysis method and the market forecast method, and found that the home appliance market showed the following characteristics: the market scale was large, but the growth rate was slowing down, the market saturation was high, and the market potential was limited; the market trend showed the characteristics of diversification, intelligence, energy saving and personalization, and the market demand had new changes and requirements.

Market competition research. Shangpu Consulting Company analyzes the number, type, scale, strength, strategy and effect of competitors in the home appliance market by using the competitor identification method, competitor analysis method and competitor comparison method. It is found that there are many competitors in the home appliance market, the competition is fierce, the competition forms are various, the competition strategy is complex, the competition effect is different, the competitive advantage is not obvious, the competitive disadvantage is more, the competitive position is unstable, and the competition pressure is great.

Market demand research. Shangpu Consulting Company analyzes the demand, demand quality, demand structure, demand change and demand trend of the home appliance market by using demand measurement method, demand analysis method and demand forecasting method. It finds that the demand of the home appliance market is large, but the demand quality is low, the demand structure is single, the demand changes rapidly, and the demand trend shows the characteristics of diversification, intelligence, energy saving and personalization. The product demand of the enterprise is not strong and the product differentiation is not obvious, lack of product innovation, product satisfaction is not high.

Market consumer research. Shangpu Consulting Company used consumer characteristic analysis, consumer behavior analysis and consumer demand analysis to analyze the consumer types, consumer behavior, and consumer demand in the home appliance market, and found that consumers in the home appliance market are diversified. Consumer behavior is complicated, consumer demand is personalized, the company's consumer positioning is unclear, consumer awareness is not high, consumer loyalty is not strong, and consumer value is not great.

Marketing effectiveness research. Using the marketing index analysis method, marketing influence factor analysis method and marketing improvement measure analysis method, Shangpu Consulting Company analyzed the index, level, reason, influence and improvement of the marketing effect of the enterprise, and found that the marketing effect of the enterprise was not ideal, with low market share, low sales volume, low price, high cost, low profit, weak brand, average quality and poor service, the reasons and effects of marketing effect mainly include the following aspects: changes in market environment, pressure of market competition, changes in market demand, changes in market consumers, unreasonable market strategies, ineffective market activities, and improvement measures of marketing effect mainly include the following aspects: strengthening market research, understanding market changes, grasping market opportunities and avoiding market risks; Formulate reasonable market strategies, clarify market positioning, highlight product differences, establish brand advantages, improve price competitiveness, optimize distribution channels, and strengthen promotional activities; improve product quality, increase product innovation, meet consumer needs, improve consumer satisfaction, increase consumer loyalty, Create consumer value; strengthen service quality, improve service level, improve service efficiency, improve service effect, improve service satisfaction, increase service loyalty, and create service value; establish an effective marketing evaluation system, formulate reasonable marketing indicators, adopt scientific marketing methods, collect accurate marketing data, analyze objective marketing information, evaluate comprehensive marketing effects, and improve continuous marketing activities.

Through the above market research services, Shangpu Consulting Company provides detailed market research reports and suggestions for the enterprise, helps the enterprise understand the current situation and trend of the home appliance market, analyzes the competition and demand of the home appliance market, formulates reasonable market strategies and measures, and improves the marketing effect and market competitiveness.

Case 2: Market research of a clothing enterprise. A clothing enterprise is a professional production and sales of men's clothing, women's clothing, children's clothing and other clothing products enterprises, facing the diversification and personalization of market demand, hope through market research, understand the needs and preferences of the market, develop reasonable product design and brand building, improve market satisfaction and loyalty. The company provides the following market research services:

Market overview research. Shangpu Consulting Company measured and predicted the scale, growth rate, potential and trend of the clothing market by using the historical data analysis method and the market forecast method, and found that the clothing market showed the following characteristics: the market scale was large, the growth rate was high, the market saturation was low, and the market potential was large; the market trend showed the characteristics of diversification, personalization, fashion and environmental protection, and the market demand had new changes and requirements.

Market competition research. Shangpu Consulting Co., Ltd. analyzes the number, type, scale, strength, strategy and effect of competitors in the clothing market by using the method of competitor identification, competitor analysis and competitor comparison. It finds that there are many competitors in the clothing market, with fierce competition, various forms of competition, complex competition strategies and different competition effects. The enterprise has obvious competitive advantages, less competitive disadvantages and stable competitive position, less competitive pressure.

Market demand research. Using demand measurement method, demand analysis method and demand forecasting method, Shangpu Consulting Company analyzed the demand, demand quality, demand structure, demand change and demand trend of the clothing market, and found that the demand of the clothing market is relatively large, and the demand quality is relatively high, the demand structure is relatively complex, the demand change is rapid, and the demand trend shows the characteristics of diversification, individualization, fashion, environmental protection and so on, product differentiation is more obvious, product innovation is more, product satisfaction is higher.

Market consumer research. Shangpu Consulting Company uses consumer characteristic analysis, consumer behavior analysis and consumer demand analysis to analyze the types of consumers, consumer behavior, consumer demand and so on in the clothing market. it is found that consumers in the clothing market are diversified, consumer behavior is complicated, consumer demand is personalized, the consumer positioning of the enterprise is clear, consumer awareness is high, consumer loyalty is strong, and consumer value is great.

Marketing effectiveness research. Shangpu Consulting Company uses the marketing index analysis method, marketing influence factor analysis method and marketing improvement measure analysis method to analyze the index, level, reason, influence and improvement of the marketing effect of the enterprise, and finds that the enterprise has good marketing effect, high market share, high sales volume, high price, low cost, high profit, strong brand, good quality and good service, the reasons and effects of marketing effect mainly include the following aspects: favorable market environment, advantages of market competition, satisfaction of market demand, trust of market consumers, reasonable market strategy, effective market activities, and improvement measures of marketing effect mainly include the following aspects: maintaining market research, mastering market changes, consolidating market advantages, expanding market share and improving market influence; Adhere to product quality, increase product functions, adapt to consumer needs, improve consumer satisfaction, increase consumer loyalty, and create consumer value; maintain brand image, increase brand promotion, improve brand awareness, improve brand reputation, improve brand loyalty, and create brand value; Optimize price strategy, consider cost and profit, consider market and competition, consider consumers and demand, improve price competitiveness, and improve price efficiency; improve distribution channels, select the appropriate channel type, select the appropriate channel members, select the appropriate channel level, improve channel coverage, and improve channel efficiency; strengthen promotional activities, select the appropriate promotional methods, select the appropriate promotional objects, select the appropriate promotional opportunities, and improve Promotion attraction, improve promotion effect; establish an effective marketing evaluation system, formulate reasonable marketing indicators, and adopt scientific marketing methods, collect accurate marketing data, analyze objective marketing information, evaluate overall marketing effectiveness, and improve ongoing marketing activities.

Through the above market research services, Shangpu Consulting Company provided the enterprise with detailed market research reports and suggestions, helped the enterprise understand the needs and preferences of the clothing market, formulated reasonable product design and brand building, and improved market satisfaction and loyalty.

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Market Research Course

Lesson 1: What is market research? Why is market research important?: This is a Zhihu column that introduces the definition, characteristics, purpose and function of market research, as well as the methods and techniques of market research.

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The basic process of market research: This is a Zhihu column that introduces the basic process and steps of market research, as well as the skills and methods of market research.