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Shangpu Consulting: Successful Cases of Enterprise Consumer Research

2024-07-18 16:48:32  来源:尚普咨询  浏览量:0

一、消费者调研的定义和意义

消费者调研是指通过收集、分析和解释与消费者相关的信息,以帮助企业了解消费者的需求、偏好、动机、行为和满意度等方面的情况,为企业的市场决策提供支持的过程。消费者调研的目的是为了提供有价值的信息,支持企业的市场决策。消费者调研的意义在于,它可以帮助企业:

了解消费者的需求和期望,设计和开发符合消费者需求和期望的产品或服务;

了解消费者的偏好和动机,制定和实施有效的市场营销策略和活动;

了解消费者的行为和满意度,评估和改进产品或服务的市场表现和市场占有率;

了解消费者的意见和建议,收集和处理消费者的反馈和投诉,提高消费者的忠诚度和满意度;

了解消费者的特征和分布,划分和定位消费者的市场细分和目标市场。

消费者调研的重要性在于,它可以帮助企业:

减少市场风险,提高市场效率;

增强市场竞争力,提升市场份额;

增加市场创新力,拓展市场空间;

增进市场沟通力,提高市场忠诚度;

增强市场适应力,应对市场变化。

Methods and steps of 2. consumer research

消费者调研的方法可以分为定性研究和定量研究两大类。定性研究是指通过非结构化的方式,如访谈、观察、焦点小组等,来探索和理解消费者现象的深层含义和内在联系的研究方法。定量研究是指通过结构化的方式,如问卷、实验、统计等,来测量和量化消费者现象的规模、程度和关系的研究方法。消费者调研的步骤一般包括以下五个阶段:

明确调研目的和目标:通过与客户沟通,了解客户的需求和期望,制定清晰、明确、可行的研究目的和目标;

设计调研方案:根据研究目的和目标,选择合适的研究方法,设计样本、问卷、访谈指南等研究工具,确定研究预算和时间表;

数据收集和整理:按照调研方案,采用各种数据收集技术,如访谈、问卷、观察等,收集相关的一手或二手数据,对数据进行清洗、编码、录入等整理工作;

数据分析和解释:运用各种数据分析技术,如描述性分析、推断性分析、因果分析等,对数据进行分析和解释,发现数据背后的信息和规律;

提供报告和建议:根据数据分析和解释的结果,撰写详尽、准确、有说服力的研究报告,提供有针对性的市场策略和建议,为客户的决策提供支持。

三、消费者调研的案例和经验

以下是尚普咨询服务客户的三个消费者调研案例,展示了消费者调研的重要性和实践方法,以及成功的消费者调研背后的故事和经验。

案例一:某知名电子商务平台的用户满意度调研(续)

新颖、喜欢尝试等。

基于以上的Conclusion,尚普咨询为该平台提供了以下的建议:

提升平台的用户体验,优化平台的界面设计、搜索功能、推荐系统等,提高用户的使用便利性和满意度;

增强平台的用户忠诚度,制定和实施有效的用户留存和激励机制,提高用户的信任度和忠诚度;

适应平台的用户使用习惯,开发和推广多种访问渠道,如手机端、电脑端、社交媒体、短视频、直播等,提高用户的使用时间和频率;

满足平台的用户消费偏好,丰富和更新平台的商品种类、品牌、价格等,提高用户的消费意愿和消费水平。

该案例展示了尚普咨询在消费者调研方面的专业能力和丰富经验,为该平台提供了有价值的信息和建议,帮助该平台提升了其用户满意度和市场竞争力。

案例二:某国际化妆品品牌的消费者洞察调研

该品牌是一家来自法国的知名化妆品品牌,拥有多个子品牌和产品线,涵盖护肤、彩妆、香水等多个领域。该品牌委托尚普咨询进行了一项针对其中国市场的消费者洞察调研,旨在了解中国消费者对化妆品的消费行为、消费动机、消费心理等方面的情况。尚普咨询采用了定性和定量相结合的研究方法,设计了焦点小组和在线问卷两种数据收集工具,对该品牌的目标消费者进行了深入的调查。通过对数据的分析和解释,尚普咨询得出了以下主要Conclusion

中国消费者对化妆品的消费行为呈现多样化和个性化的特征。中国消费者的化妆品消费行为受到个人特征、生活场景、社会影响等多个因素的影响,表现出不同的消费模式和消费风格。中国消费者的化妆品消费行为也随着市场环境和消费趋势的变化而变化,表现出不断的创新和尝试。

中国消费者对化妆品的消费动机呈现功能性和情感性的结合。中国消费者的化妆品消费动机主要包括以下几个方面:提升自信、美化形象、改善肤质、追求品质、享受生活、彰显个性等。中国消费者的化妆品消费动机既体现了对化妆品的功能性需求,也体现了对化妆品的情感性需求。

中国消费者对化妆品的消费心理呈现理性化和感性化的平衡。中国消费者的化妆品消费心理主要包括以下几个方面:认知、态度、信念、价值、情感等。中国消费者的化妆品消费心理既体现了对化妆品的理性化认知和评价,也体现了对化妆品的感性化感受和情感。

基于以上的Conclusion,尚普咨询为该品牌提供了以下的建议:

适应中国消费者的化妆品消费行为,开发和推广多样化和个性化的产品和服务,满足中国消费者的不同消费需求和消费风格;

满足中国消费者的化妆品消费动机,强化和传达产品和品牌的功能性和情感性价值,提高中国消费者的消费意愿和消费水平;

影响中国消费者的化妆品消费心理,建立和维护产品和品牌的良好形象和声誉,提高中国消费者的认知度和忠诚度。

该案例展示了尚普咨询在消费者洞察方面的专业能力和丰富经验,为该品牌提供了有价值的信息和建议,帮助该品牌提升了其在中国市场的竞争力和影响力。

案例三:某新兴汽车品牌的消费者分析调研

个性化的特征。该品牌的潜在消费者对汽车的偏好主要包括以下几个方面:品牌、质量、价格、设计、技术、服务等。该品牌的潜在消费者对汽车的偏好既体现了对汽车的品牌化和质量化认知和评价,也体现了对汽车的个性化和时尚化感受和情感。

基于以上的Conclusion,尚普咨询为该品牌提供了以下的建议:

了解该品牌的潜在消费者的特征,定位和划分目标市场,制定和实施针对不同消费者群体的市场策略和活动;

适应该品牌的潜在消费者的分布,选择和开拓合适的销售渠道,建立和扩大市场覆盖和市场影响;

满足该品牌的潜在消费者的需求,开发和推广符合消费者需求和期望的产品和服务,提高消费者的购买意愿和购买水平;

影响该品牌的潜在消费者的偏好,建立和传播产品和品牌的独特价值和形象,提高消费者的认知度和忠诚度。

该案例展示了尚普咨询在消费者分析方面的专业能力和丰富经验,为该品牌提供了有价值的信息和建议,帮助该品牌提升了其在中国市场的竞争力和影响力。




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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!

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