The concept and significance of consumer research in 1. enterprises

Enterprise consumer research refers to the systematic analysis and research on the needs, cognition, attitude, motivation, mental model and behavior trajectory of enterprise customers, so as to provide decision support for product or service development, sales and brand management. Corporate consumer research and individual consumer research have the following differences:

The number of corporate consumers is relatively small, but the value of each consumer is relatively high, so it is necessary to have a more accurate and in-depth understanding of the characteristics and needs of each consumer;

The purchase process of enterprise consumers is relatively long, involving multiple decision makers and influencers, so it is necessary to analyze the motivations and obstacles of purchase more comprehensively and carefully;

The purchase behavior of corporate consumers is affected by many factors, such as industry environment, competitive situation, policies and regulations, organizational structure, corporate culture, etc., so it is necessary to examine market opportunities and risks more extensively and deeply;

The loyalty of corporate consumers is relatively high, but they are also more rational and critical. Therefore, they need to provide high-quality products and services more continuously and innovatively to enhance customer satisfaction and stickiness.

Enterprise consumer research is of great significance to the development of enterprises, mainly reflected in the following aspects:

Help enterprises to understand the needs and trends of the market, grasp the opportunities and challenges of the market, and formulate effective market strategies and marketing strategies;

Help enterprises identify and locate target customers, establish and maintain customer relationships, and improve customer loyalty and lifetime value;

Help enterprises to optimize and innovate the design and development of products or services, improve the quality and performance of products or services, and increase the differentiation and competitiveness of products or services;

Help enterprises to shape and enhance the image and reputation of the brand, enhance brand awareness and reputation, and expand brand influence and loyalty.

Resources and Conditions for Consumer Research in 2. Enterprises

Enterprise consumer research is a complex and professional work, which requires certain resources and conditions to ensure the quality and effect of the research. The resources and conditions for corporate consumer research include the following:

Professional research team

Professional research team is the core resource of enterprise consumer research, with rich industry knowledge, market experience and analysis skills, able to design reasonable research plan, adopt effective research methods, collect and process reliable data, and put forward valuable insights and suggestions. A professional research team should have the following characteristics:

Be familiar with the background and development of the industry, understand the characteristics and laws of the industry, master the data and information of the industry, and be able to accurately judge and predict the current situation and trend of the industry;

Be familiar with market demand and competition, understand the structure and dynamics of the market, master market data and information, and be able to effectively analyze and evaluate market opportunities and risks;

Familiar with customer needs and behavior, understand the characteristics and classification of customers, master customer data and information, and be able to have in-depth insight and understanding of customer needs and behavior;

Be familiar with the characteristics and value of products or services, understand the functions and advantages of products or services, master the data and information of products or services, and be able to provide useful suggestions and feedback on the design and development of products or services;

Familiar with the brand image and reputation, understand the brand positioning and strategy, master the brand data and information, can provide effective support and help for brand management and promotion;

Be familiar with the principles and methods of research, understand the purpose and process of research, master the technology and tools of research, and be able to choose appropriate research methods and means according to different research topics and objects to ensure the quality and efficiency of research;

Familiar with the logic and techniques of analysis, understand the objectives and framework of analysis, master the methods and models of analysis, be able to systematically organize and process the collected data, and use scientific analysis and reasoning to draw convincing.Conclusionand recommendations;

Be familiar with the art and skills of communication, understand the purpose and methods of communication, master communication techniques and tools, be able to establish good communication relationships with customers and partners, understand and feedback the progress and results of research in a timely manner, and obtain and solve problems and difficulties.

High quality data sources

High-quality data sources are important resources for corporate consumer research, covering a variety of channels and forms, such as reports, literature, databases, questionnaires, interviews, observations, experiments, etc., which can reflect the real situation of corporate consumers and avoid deviation and misleading. High-quality data sources should have the following characteristics:

Comprehensive data coverage can involve all aspects of enterprise consumers, such as demand, cognition, attitude, motivation, mental model, behavior trajectory, etc., and can provide the overall picture and details of enterprise consumers;

Accurate data collection, can use appropriate data collection methods, such as reports, documents, databases, questionnaires, interviews, observations, experiments, etc., to ensure the authenticity and validity of the data, to avoid data distortion and failure;

Rich data forms, can use a variety of data presentation methods, such as text, numbers, charts, pictures, video, audio, etc., can increase the amount of information and expressiveness of the data, improve the readability and understandability of the data;

Reliable data sources can choose authoritative and reputable data providers, such as government agencies, industry associations, professional institutions, academic institutions, media institutions, etc., to ensure the objectivity and impartiality of the data and avoid data bias and misleading.

Advanced analytical tools

Advanced analysis tools are effective resources for enterprise consumer research, using modern information technology, such as cloud computing, big data, artificial intelligence, etc., to deeply mine, integrate and visualize data, improve the efficiency and accuracy of analysis, and generate convincing reports and presentations. Advanced analysis tools should have the following characteristics:

Powerful data processing capabilities, able to quickly clean, filter, classify, aggregate, transform and other operations on massive amounts of data, can improve data quality and availability, reduce data redundancy and noise;

Flexible data analysis capabilities, the ability to conduct multi-dimensional data analysis, such as descriptive analysis, correlation analysis, causal analysis, predictive analysis, etc., can find the law and trend of data, extract the value and significance of data;

Innovative data display capabilities, able to display complex data concisely, such as graphical, dynamic, interactive, etc., can enhance the visual effect and appeal of the data, improve data understanding and memory;

Intelligent data support capabilities, can provide intelligent data support for different data needs, such as data query, data recommend, data evaluation, data optimization, etc., can provide data solutions and decision-making recommendations, enhance the application and value of data.

Good communication mechanism

Good communication mechanism is a necessary condition for enterprise consumer research, establish close cooperation with customers, timely understand the needs and expectations of customers, feedback the progress and results of research, obtain customer feedback and evaluation, and constantly optimize the quality and effect of research. A good communication mechanism should have the following characteristics:

Clear communication objectives can determine the purpose and significance of communication according to different communication stages and contents, such as understanding needs, confirming plans, reporting progress, delivering results, collecting feedback, etc., which can ensure the effectiveness and pertinence of communication;

Reasonable communication methods can choose appropriate communication methods and means according to different communication objects and occasions, such as telephone, email, meeting, report, demonstration, etc., which can ensure the timeliness and convenience of communication;

Professional communication skills, able to use appropriate communication skills and methods, such as listening, asking, explaining, persuading, negotiating, etc., according to different communication contents and styles, to ensure smooth and friendly communication;

Effective communication feedback can effectively feedback and evaluate the process and results of communication, such as recording, summarizing, checking and improving, which can ensure the quality and effect of communication and improve the satisfaction and trust of communication.

3. Shangpu Consulting's Enterprise Consumer Research Case

Shangpu Consulting is a professional market research and consulting company, with many years of corporate consumer research experience and results, providing high-quality corporate consumer research services for many corporate customers, helping customers improve market competitiveness and performance growth. The following are some of the business consumer research cases of Shangpu Consulting:

A survey of corporate consumers in a well-known software company.

The enterprise consumer research helped the software company understand the needs and behaviors of the target market and customers, evaluated the satisfaction and loyalty of existing products and services, and put forward suggestions and solutions for optimization and innovation, which provided strong support and guidance for the company's market strategy and marketing strategy.

A survey of corporate consumers of a well-known automobile company.

The automotive company is a leading provider of high-end cars and services, with multiple brands and series, such as cars, SUVs, sports car, etc. The company wants to understand the competition and opportunities in its target market, as well as the perceptions and attitudes of its existing customers, in order to enhance the image and reputation of its brand and expand its brand's influence and loyalty. Champ Consulting provides the company with the following corporate consumer research services:

Through reports, literature, databases and other channels, the competition in the target market is collected and analyzed, such as competitors' products and services, competitors' market share and growth, competitors' brand image and reputation, etc., providing the company with an overview of competition and threat points;

Through questionnaires, interviews, observations and other methods, the opportunity situation of the target customer is collected and analyzed, such as the customer's purchase needs and budget, the customer's purchase preferences and expectations, the customer's purchase decisions and influencing factors, etc., providing the company with a portrait of the opportunity and behavior trajectory;

Through questionnaires, interviews, experiments and other methods, the cognition and attitude of existing customers are collected and analyzed, such as customers' cognition and evaluation of the company's products and services, customers' cognition and evaluation of the company's brand, customers' loyalty to the company and willingness to recommend, etc., and provide customer feedback and suggestions for the company;

Through cloud computing, big data, artificial intelligence and other technologies, the collected data is deeply mined, integrated and visualized, providing the company with clear data reports and wonderful data display;

Through telephone, email, meetings, reports, presentations, etc., a good communication mechanism has been established with the company to timely understand and feedback the progress and results of the research, obtain and solve problems and difficulties, and continuously optimize the quality and effect of the research.

The enterprise consumer research helped the automobile company understand the competition and opportunities of the target market and customers, evaluated the cognition and attitude of the existing brand, and put forward suggestions and plans for promotion and consolidation, which provided strong support and guidance for the company's brand strategy and brand management.

4. epilogue

Enterprise consumer research is a vital work for the development of enterprises, which requires certain resources and conditions to ensure the quality and effect of research. As a professional market research and consulting company, Shangpu Consulting has a professional research team, high-quality data sources, advanced analysis tools and good communication mechanisms, and provides high-quality corporate consumer research services for many corporate customers. Help customers improve market competitiveness and performance growth. Shangpu Consulting looks forward to establishing cooperative relations with more corporate customers, jointly exploring the resources and conditions of corporate consumer research, and jointly improving the quality and effectiveness of corporate consumer research.