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2024-07-18 16:48:21 来源：尚普咨询浏览量：0

消费者是市场的核心，了解消费者是企业成功的关键。随着市场的变化和消费者的多样化，企业面临着越来越激烈的竞争和越来越高的消费者期待。如何在众多的品牌和产品中脱颖而出，赢得消费者的认可和忠诚，是每个企业都需要思考和解决的问题。

尚普咨询是中国知名的独立第三方行研与投融资咨询机构，致力于为企业战略决策提供专业解决方案。尚普咨询拥有丰富的行业研究、市场调研、投融资咨询、IPO上市咨询等业务经验，服务客户覆盖多个行业领域，其中消费品与零售行业是尚普咨询的重点服务领域之一。

尚普咨询认为，消费者洞察是消费品与零售行业的核心竞争力之一。消费者洞察是指从消费者内在的心理、行为出发总结出来的可以指导商业行为的经验。消费者洞察可以帮助企业了解消费者的需求、偏好、动机、价值观等，从而制定更有效的营销策略。尚普咨询通过多种方式获取消费者洞察，包括市场调研、数据分析、社会媒体监测、消费者访谈、神经营销等，为不同的客户提供差异化的营销策略，包括产品策略、价格策略、渠道策略和促销策略。

以下是尚普咨询为部分消费品与零售行业的客户提供的差异化营销策略的案例：

案例一：为一家国际化的运动品牌提供差异化的产品策略

该客户是一家国际化的运动品牌，主要销售运动服饰、鞋类和配件，拥有多个子品牌，覆盖不同的运动项目和消费群体。该客户面临的主要问题是如何在中国市场与竞争对手区分开来，提升品牌知名度和忠诚度，增加市场份额。

尚普咨询为该客户进行了深入的消费者洞察，发现中国消费者对运动品牌的选择有以下特点：

运动品牌的选择受到多重因素的影响，包括个人喜好、社会认同、功能性、时尚性、价格等。

不同的运动项目和消费群体有不同的需求和偏好，例如，跑步爱好者更注重鞋类的舒适性和耐用性，篮球爱好者更注重鞋类的外观和潮流感，女性消费者更注重服饰的款式和颜色等。

消费者对运动品牌的忠诚度不高，容易受到新品牌和新产品的吸引，喜欢尝试不同的品牌和产品。

基于这些消费者洞察，尚普咨询为该客户提出了以下差异化的产品策略：

以子品牌为单位，针对不同的运动项目和消费群体，提供更加个性化和专业化的产品，突出产品的功能性和时尚性，满足消费者的多样化需求。

加强产品的创新力，推出更多的新品和限量版，吸引消费者的注意力和兴趣，提升品牌的话题度和影响力。

加强产品的故事性，利用品牌大使、明星代言、跨界合作等方式，传递品牌的理念和价值，打造品牌的情感链接，提升品牌的忠诚度。

案例二：为一家国内的奶茶品牌提供差异化的价格策略

该客户是一家国内的奶茶品牌，主要销售奶茶、果茶、咖啡等饮品，拥有多个门店，覆盖一至三线城市。该客户面临的主要问题是如何在竞争激烈的奶茶市场中获得更多的消费者，提升品牌的盈利能力，实现可持续发展。

尚普咨询为该客户进行了深入的消费者洞察，发现中国消费者对奶茶品牌的选择有以下特点：

奶茶品牌的选择受到多重因素的影响，包括口味、品质、服务、环境、口碑等。

不同的消费场景和消费目的有不同的价格敏感度，例如，日常消费和休闲消费的价格敏感度较高，礼品消费和社交消费的价格敏感度较低。

消费者对奶茶品牌的忠诚度不高，容易受到价格和促销的影响，喜欢寻找性价比高的品牌和产品。

基于这些消费者洞察，尚普咨询为该客户提出了以下差异化的价格策略：

以产品为单位，针对不同的口味和品质，提供不同的价格区间，突出产品的差异化和定位，满足消费者的多样化需求。

以场景为单位，针对不同的消费场景和消费目的，提供不同的价格策略，突出产品的价值和意义，满足消费者的不同心理。

以时间为单位，针对不同的消费时段和消费频率，提供不同的价格策略，突出产品的时效性和稀缺性，激发消费者的购买欲望。

案例三：为一家国内的电商平台提供差异化的渠道策略

该客户是一家国内的电商平台，主要销售服装、鞋包、美妆、家居等商品，拥有多个品类，覆盖不同的消费群体。该客户面临的主要问题是如何在电商市场中与竞争对手区分开来，提升平台的流量和转化率，增加平台的收入和利润。

尚普咨询为该客户进行了深入的消费者洞察，发现中国消费者对电商平台的选择有以下特点：

电商平台的选择受到多重因素的影响，包括商品的品质、价格、评价、服务、物流等。

不同的消费场景和消费目的有不同的渠道偏好，例如，日常消费和休闲消费的渠道偏好较广，礼品消费和社交消费的渠道偏好较窄。

消费者对电商平台的忠诚度不高，容易受到优惠和活动的影响，喜欢比较不同的平台和商品。

基于这些消费者洞察，尚普咨询为该客户提出了以下差异化的渠道策略：

以平台为单位，针对不同的品类和消费群体，提供更加专业化和个性化的平台，突出平台的特色和优势，满足消费者的多样化需求。

以渠道为单位，针对不同的消费场景和消费目的，提供更加多元化和互动化的渠道，突出渠道的便捷性和趣味性，满足消费者的不同心理。

以内容为单位，针对不同的消费时段和消费频率，提供更加丰富化和智能化的内容，突出内容的时效性和相关性，激发消费者的购买欲望。

案例四：为一家国内的餐饮品牌提供差异化的促销策略

该客户是一家国内的餐饮品牌，主要销售中式快餐，拥有多个门店，覆盖一至三线城市。该客户面临的主要问题是如何在餐饮市场中与竞争对手区分开来，提升品牌的知名度和忠诚度，增加门店的客流和销售。

尚普咨询为该客户进行了深入的消费者洞察，发现中国消费者对餐饮品牌的选择有以下特点：

餐饮品牌的选择受到多重因素的影响，包括菜品的口味、品质、卫生、服务、环境等。

不同的消费场景和消费目的有不同的促销敏感度，例如，日常消费和休闲消费的促销敏感度较高，礼品消费和社交消费的促销敏感度较低。

消费者对餐饮品牌的忠诚度不高，容易受到新品牌和新菜品的吸引，喜欢尝试不同的品牌和菜品。

基于这些消费者洞察，尚普咨询为该客户提出了以下差异化的促销策略：

以菜品为单位，针对不同的口味和品质，提供不同的促销活动，突出菜品的差异化和定位，满足消费者的多样化需求。

以场景为单位，针对不同的消费场景和消费目的，提供不同的促销活动，突出菜品的价值和意义，满足消费者的不同心理。

以时间为单位，针对不同的消费时段和消费频率，提供不同的促销活动，突出菜品的时效性和稀缺性，激发消费者的购买欲望。

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On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
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On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
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On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

In the field of consulting, Champ Consulting can also provide you with the following services:

Research Module	research content
Market research	Industry status	market capacity	Product Application	channel mode	Supply chain	market competition	Market Consulting
Competitor Research	Enterprise background	Enterprise Finance	Sales Data	Market Strategy	Production Equipment	Supply Procurement	Technology R & D
Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	satisfaction survey	Employee satisfaction	user satisfaction
Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

Service advantages

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

Focus on production and research

15 Year

Champ Consulting has been established for 15 years.

48 Intellectual Property Rights

Independent methodology

80% of the information comes from first-hand research.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

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