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数字化转型的四大策略：帮助企业市场调研赢在未来

2024-07-18 15:34:54 来源：尚普咨询浏览量：0

一、数据驱动：利用大数据和人工智能提升市场调研的能力和水平

数据是数字化转型的核心要素，也是市场调研的基础和源泉。随着数字技术的发展，市场调研可以利用大数据和人工智能等工具，收集、分析和利用更多、更快、更准确的数据，从而提升市场调研的能力和水平。具体而言，数据驱动的市场调研可以实现以下几个方面的优势：

扩大数据来源和覆盖范围。传统的市场调研主要依赖于问卷、访谈、观察等方式收集数据，这些方式往往受限于样本的规模、代表性和可获取性，以及数据的时效性和完整性。而数据驱动的市场调研可以利用互联网、物联网、社交媒体、移动设备等渠道，收集海量的结构化和非结构化的数据，涵盖客户的行为、心理、情感、社会关系等多个维度，从而提高数据的丰富性和多样性。

提高数据分析和挖掘的效率和精度。传统的市场调研主要依赖于统计分析、假设检验、相关性分析等方法处理数据，这些方法往往受限于数据的质量、量级和复杂度，以及分析者的主观判断和经验，从而影响数据的可靠性和有效性。而数据驱动的市场调研可以利用人工智能、机器学习、深度学习等技术，自动化地进行数据的清洗、整合、分类、聚类、预测、推荐等操作，从而提高数据的准确性和洞察力。

增强数据应用和价值的创造和传递。传统的市场调研主要依赖于报告、图表、演示等方式呈现数据，这些方式往往受限于数据的表达力、可视化和交互性，以及用户的理解和接受程度，从而影响数据的吸引力和影响力。而数据驱动的市场调研可以利用数据可视化、数据故事、数据产品等形式，以更直观、更生动、更有趣的方式展示数据，同时可以利用数据平台、数据共享、数据服务等机制，以更快速、更便捷、更智能的方式传递数据，从而提高数据的价值和利用率。

案例：尚普咨询帮助某汽车制造商进行数据驱动的市场调研

尚普咨询公司为某汽车制造商提供了数据驱动的市场调研服务，帮助其了解和满足客户的需求，提升其产品的竞争力和市场份额。尚普咨询公司采用了以下几个步骤：

收集数据。尚普咨询公司利用汽车制造商的内部数据（如销售数据、售后数据、客户反馈数据等），以及外部数据（如汽车行业数据、社交媒体数据、第三方数据等），收集了大量的关于客户的行为、偏好、满意度、忠诚度等方面的数据。

分析数据。尚普咨询公司利用人工智能和机器学习等技术，对收集的数据进行了深入的分析和挖掘，发现了客户的需求、痛点、潜在价值等方面的洞察，以及汽车制造商的产品、服务、品牌等方面的优势和劣势，以及竞争对手的战略和动向。

应用数据。尚普咨询公司利用数据可视化和数据故事等方式，将分析结果以清晰、有力、有趣的方式呈现给汽车制造商的决策者，同时提出了基于数据的建议和方案，包括产品设计、服务创新、营销策略、客户关系等方面，帮助汽车制造商提升客户的满意度和忠诚度，增加市场份额和收入。

二、用户中心：以用户为核心，打造个性化和差异化的市场调研方案

用户是数字化转型的核心对象，也是市场调研的核心主体。随着数字技术的发展，市场调研可以更加关注用户的需求、体验和价值，打造个性化和差异化的市场调研方案，从而提升市场调研的用户中心性。具体而言，用户中心的市场调研可以实现以下几个方面的优势：

深入了解用户的真实需求和体验。传统的市场调研主要依赖于用户的自我陈述和反馈，这些方式往往受限于用户的认知、表达和诚实程度，以及调研者的提问、引导和解读能力，从而影响用户的真实性和完整性。而用户中心的市场调研可以利用用户的行为、情感、生理等数据，以及用户的场景、环境、社会等因素，通过观察、实验、测试等方式，深入了解用户的真实需求和体验，从而提高用户的理解和满足程度。

打造用户的个性化和差异化的市场调研方案。传统的市场调研主要依赖于用户的平均化和标准化和标准化的市场调研方案，这些方式往往忽略了用户的个性、差异和多样性，从而影响用户的满足度和忠诚度。而用户中心的市场调研可以利用用户的数据、洞察和价值，以及用户的参与、反馈和协作，通过定制、优化、迭代等方式，打造用户的个性化和差异化的市场调研方案，从而提高用户的满足度和忠诚度。

提升用户的价值和影响的创造和传播。传统的市场调研主要依赖于用户的满意度和忠诚度作为市场调研的目标和结果，这些方式往往局限于用户的消费和使用阶段，从而影响用户的价值和影响的创造和传播。而用户中心的市场调研可以利用用户的创造力、社会性和影响力，以及用户的共创、共享和共赢，通过激励、赋能、联结等方式，提升用户的价值和影响的创造和传播，从而提高用户的忠诚度和推荐度。

案例：尚普咨询帮助某金融服务商进行用户中心的市场调研

尚普咨询公司为某金融服务商提供了用户中心的市场调研服务，帮助其了解和满足用户的需求，提升其服务的竞争力和市场份额。尚普咨询公司采用了以下几个步骤：

了解用户的真实需求和体验。尚普咨询公司利用金融服务商的用户数据（如交易数据、评价数据、投诉数据等），以及用户的行为、情感、生理等数据，通过观察、实验、测试等方式，深入了解用户的真实需求和体验，发现了用户的痛点、需求、期望等方面的洞察。

打造用户的个性化和差异化的市场调研方案。尚普咨询公司利用用户的数据、洞察和价值，以及用户的参与、反馈和协作，通过定制、优化、迭代等方式，打造了用户的个性化和差异化的市场调研方案，包括用户画像、用户旅程、用户体验等方面，帮助金融服务商设计和提供更符合用户需求和期望的服务。

提升用户的价值和影响的创造和传播。尚普咨询公司利用用户的创造力、社会性和影响力，以及用户的共创、共享和共赢，通过激励、赋能、联结等方式，提升了用户的价值和影响的创造和传播，包括用户的口碑、推荐、社区等方面，帮助金融服务商增加了用户的忠诚度和推荐度，扩大了市场份额和收入。

三、平台化：以平台为载体，打造开放式和协同式的市场调研模式

平台是数字化转型的核心载体，也是市场调研的核心模式。随着数字技术的发展，市场调研可以利用平台的优势，打造开放式和协同式的市场调研模式，从而提升市场调研的平台化。具体而言，平台化的市场调研可以实现以下几个方面的优势：

拓展市场调研的资源和参与者。传统的市场调研主要依赖于市场调研机构和企业的内部资源和参与者，这些方式往往受限于资源的稀缺性和参与者的专业性和积极性，从而影响市场调研的广度和深度。而平台化的市场调研可以利用平台的连接、聚合、匹配等功能，拓展市场调研的资源和参与者，包括数据、技术、人才、资金、合作伙伴等，从而提高市场调研的广度和深度。

提升市场调研的效率和质量。传统的市场调研主要依赖于市场调研机构和企业的内部流程和标准，这些方式往往受限于流程的复杂性和标准的一致性，从而影响市场调研的效率和质量。而平台化的市场调研可以利用平台的协作、协调、协商等功能，提升市场调研的效率和质量，包括项目管理、任务分配、质量控制、结果评估等，从而提高市场调研的效率和质量。

增加市场调研的价值和影响。传统的市场调研主要依赖于市场调研机构和企业的内部价值和影响，这些方式往往受限于价值的创造和影响的传播，从而影响市场调研的价值和影响。而平台化的市场调研可以利用平台的创新、学习、分享等功能，增加市场调研的价值和影响，包括知识产权、专利、论文、案例等，从而提高市场调研的价值和影响。

案例：尚普咨询打造平台化的市场调研模式

尚普咨询公司为了提升自身的市场调研能力和水平，打造了平台化的市场调研模式，利用平台的优势，提供更优质、更高效、更有价值的市场调研服务。尚普咨询公司采用了以下几个步骤：

拓展市场调研的资源和参与者。尚普咨询公司利用平台的连接、聚合、匹配等功能，拓展了市场调研的资源和参与者，包括数据、技术、人才、资金、合作伙伴等。尚普咨询公司通过平台，可以获取更多、更全面、更实时的数据，可以使用更先进、更智能、更便捷的技术，可以招募更专业、更多样、更积极的人才，可以获得更充足、更灵活、更合理的资金，可以建立更广泛、更紧密、更互利的合作伙伴关系。

提升市场调研的效率和质量。尚普咨询公司利用平台的协作、协调、协商等功能，提升了市场调研的效率和质量。尚普咨询公司通过平台，可以实现更高效、更协同、更灵活的市场调研项目管理，可以实现更合理、更分散、更动态的市场调研任务分配，可以实现更严格、更统一、更透明的市场调研质量控制，可以实现更客观、更公正、更及时的市场调研结果评估。

增加市场调研的价值和影响。尚普咨询公司利用平台的创新、学习、分享等功能，增加了市场调研的价值和影响，包括知识产权、专利、论文、案例等。尚普咨询公司通过平台，可以实现更多元、更前沿、更有价值的市场调研创新，可以实现更广泛、更深入、更持续的市场调研学习，可以实现更开放、更共享、更互动的市场调研分享。

四、生态化：以生态为目标，打造共生式和可持续式的市场调研价值

生态是数字化转型的核心目标，也是市场调研的核心价值。随着数字技术的发展，市场调研可以利用生态的思维，打造共生式和可持续式的市场调研价值，从而提升市场调研的生态化。具体而言，生态化的市场调研可以实现以下几个方面的优势：

构建市场调研的多方共赢的利益相关者关系。传统的市场调研主要依赖于市场调研机构和企业的单方或双方的利益相关者关系，这些方式往往忽略了市场调研的其他利益相关者，如用户、社会、环境等，从而影响市场调研的公平性和责任性。而生态化的市场调研可以利用生态的思维，构建市场调研的多方共赢的利益相关者关系，包括市场调研机构、企业、用户、社会、环境等，从而提高市场调研的公平性和责任性。

培育市场调研的自我更新和自我进化的能力。传统的市场调研主要依赖于市场调研机构和企业的固定和稳定的能力，这些方式往往难以应对市场调研的变化和挑战，从而影响市场调研的适应性和竞争力。而生态化的市场调研可以利用生态的思维，培育市场调研的自我更新和自我进化的能力，包括市场调研的知识、技能、方法、理念等，从而提高市场调研的适应性和竞争力。

实现市场调研的长期发展和持续增长的目标。传统的市场调研主要依赖于市场调研机构和企业的短期利益和单一指标，这些方式往往牺牲了市场调研的长期利益和多元指标，从而影响市场调研的可持续性和发展性。而生态化的市场调研可以利用生态的思维，实现市场调研的长期发展和持续增长的目标，包括市场调研的经济、社会、环境等方面，从而提高市场调研的可持续性和发展性。

案例：尚普咨询实现生态化的市场调研价值

尚普咨询公司为了实现自身的长期发展和持续增长，实现了生态化的市场调研价值，利用生态的思维，打造了共生式和可持续式的市场调研价值。尚普咨询公司采用了以下几个步骤：

构建市场调研的多方共赢的利益相关者关系。尚普咨询公司利用生态的思维，构建了市场调研的多方共赢的利益相关者关系，包括市场调研机构、企业、用户、社会、环境等。尚普咨询公司通过平台，可以实现市场调研机构和企业的合作和互利，可以实现市场调研机构和用户的沟通和满足，可以实现市场调研机构和社会的贡献和回馈，可以实现市场调研机构和环境的保护和改善。

培育市场调研的自我更新和自我进化的能力。尚普咨询公司利用生态的思维，培育了市场调研的自我更新和自我进化的能力，包括市场调研的知识、技能、方法、理念等。尚普咨询公司通过平台，可以实现市场调研的知识的获取和更新，可以实现市场调研的技能的学习和提升，可以实现市场调研的方法的创新和优化，可以实现市场调研的理念的变革和升级。

实现市场调研的长期发展和持续增长的目标。尚普咨询公司利用生态的思维，实现了市场调研的长期发展和持续增长的目标，包括市场调研的经济、社会、环境等方面。尚普咨询公司通过平台，可以实现市场调研的经济的效益和收入，可以实现市场调研的社会的影响和声誉，可以实现市场调研的环境的责任和贡献。

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Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise