Consumer research is an activity that collects, analyzes and interprets consumer-related information to help companies solve marketing problems or seize market opportunities. Through consumer research, companies can gain the following benefits:

-Understand the hierarchy of consumer needs, identify potential needs and deep needs, and create differentiated products or services;

-Understand consumer perceptions and attitudes, build brand relevance and cultural awareness, and enhance brand image and loyalty;

-Understand the motivations of consumers, find the key factors that influence purchase behavior, and develop effective promotion strategies;

-Understand the mental model of consumers, build bridges to communicate with consumers, and create influential marketing communications;

-Understand the behavior trajectory of consumers, master the catalyst habits of consumers in different scenarios, optimize the channel layout and terminal display.

However, with the development of social economy and the progress of science and technology, consumers show the characteristics of diversification, individuation and variability. These characteristics pose significant challenges to traditional consumer research methods:

-Low response rate: Due to information overload, time shortage, privacy concerns and other reasons, consumers' willingness and enthusiasm to participate in research are getting lower and lower, resulting in insufficient or unrepresentative research samples;

-Poor data quality: Due to unreasonable questionnaire design, irregular data collection, incomplete data cleaning, etc., there are deviations or errors in the information provided by consumers, resulting in inaccurate or unreliable data;

-The analysis effect is weak: due to the simple data analysis method, insufficient data interpretation ability, unclear data application scenarios and other reasons, the results of consumer research can not dig into the real needs and motivations of consumers, resulting in analysis.ConclusionNot instructive or operational.

Therefore, how to optimize and improve the process and technology of consumer research in order to improve the response rate and satisfaction of consumer research is an important issue in the field of consumer research. This paper will discuss how to optimize and improve the process and technology of consumer research from five aspects: the purpose, object, content, method and result of consumer research, so as to improve the response rate and satisfaction of consumer research. This paper also shows the actual effect and value of the optimized and improved consumer research in combination with the consumer research cases provided by Shangpu Consulting Company for customers such as China Car, Sinoparma and Wanda.

Purpose of 1. Consumer Research

The purpose of consumer research refers to the reasons and intentions of enterprises to conduct consumer research, which is the starting point and end point of consumer research. Clarifying the purpose of consumer research can help companies determine the scope and focus of research, choose appropriate research methods, formulate effective research plans, and evaluate research results. There are several ways to optimize and improve the purpose of consumer research:

-Corresponding to the strategic objectives of the enterprise: consumer research should serve the strategic objectives of the enterprise, not research for the sake of research. Enterprises should determine their strategic objectives according to their own industry environment, market position, competitive advantage and other factors, and break them down into specific quantifiable and executable indicators. Then, based on these indicators, determine the questions and directions that need to be conducted for consumer research, as well as the answers and suggestions that are expected.

-Adapt to market changes: Consumer research should change with market changes, not static. Markets are dynamic and consumers are constantly changing. Companies should pay close attention to market dynamics, capture market opportunities and challenges in a timely manner, and adjust their strategic goals and consumer research purposes in a timely manner according to market changes. At the same time, companies should also regularly evaluate their existing consumer information to determine whether it is outdated or invalid, and update or supplement it in a timely manner.

-Consistent with customer needs: consumer research should meet customer needs, not cater to customer needs. Customers refer to third-party institutions or individuals who entrust enterprises to conduct consumer research, such as government departments, industry associations, investment institutions, etc. Customers often have their own expectations or requirements for consumer research purposes, but these expectations or requirements may not be in line with market reality or professional norms. Enterprises should respect the needs of customers on the basis of full communication and consultation with customers, and according to their own professional knowledge and experience, put forward reasonable suggestions and amendments.

2. the object of consumer research

The object of consumer research refers to a certain number and type of consumer individuals or groups selected or extracted by enterprises when conducting consumer research, which is the source and basis of consumer research information. Choosing the right consumer research object can ensure the effectiveness and representativeness of consumer research and avoid sample deviation or error. There are several ways to optimize and improve consumer research subjects:

-Using stratified sampling method: stratified sampling method is a method of dividing the population into several levels according to certain characteristics, and then randomly drawing a certain proportion of samples from each level. The stratified sampling method can ensure that the distribution of the sample is consistent with the distribution of the population, and improve the representativeness and accuracy of the sample. According to their own consumer research purposes, enterprises should determine the stratification characteristics of consumers, such as region, age, gender, income, education, occupation, consumption level, consumption preference, etc., and determine the sampling proportion and quantity according to the importance of each level.

-Multivariate sampling: Multivariate sampling is a method of dividing the population into several disjoint subsets according to certain characteristics, and then randomly drawing a sample from each subset. The multiple sampling method can reduce the error and variance of the sample and improve the stability and comparability of the sample. Enterprises should determine the multiple characteristics of consumers, such as product category, brand selection, purchase frequency, purchase channel, purchase scenario, purchase motivation, etc., according to their own consumer research purposes, and determine the sampling method and quantity according to the characteristics of each subset.

-Mixed sampling method: Mixed sampling method is a method that combines multiple sampling methods. The mixed sampling method can make full use of the advantages of different sampling methods, make up for the shortcomings of different sampling methods, and improve the comprehensiveness and flexibility of the sample. According to their own consumer research purposes, enterprises should determine the mixed characteristics of consumers, such as consumer behavior and psychology, consumer attitudes and satisfaction, consumer needs and expectations, and determine the combination of sampling methods and quantities according to the applicability of different characteristics.

Content of 3. Consumer Research

The content of consumer research refers to the consumer-related information collected or obtained by enterprises when conducting consumer research, which is the core and key of consumer research. Reasonable design of consumer research content can ensure the effectiveness and usefulness of consumer research and avoid information redundancy or lack. There are several ways to optimize and improve the content of consumer research:

-Consistent with the purpose of consumer research: Consumer research content should be consistent with the purpose of consumer research, not contradictory or irrelevant to the purpose of consumer research. The content of consumer research should be able to answer the questions raised by the consumer research purpose, or provide the information needed by the consumer research purpose. Enterprises should determine the scope and level of consumer research content according to their own consumer research purposes, select appropriate information types, such as basic information, descriptive information, evaluative information, predictive information, etc., and determine the weight and order of information according to the importance of the information.

-Matching with consumer research objects: consumer research content should match consumer research objects, not conflict or discomfort with consumer research objects. The content of consumer research should be able to reflect the characteristics and differences of consumer research objects, or meet the needs and expectations of consumer research objects. Enterprises should determine the form and style of consumer research content according to their own consumer research objects, choose appropriate information carriers, such as text, charts, pictures, video, audio, etc., and determine the language and expression of information according to consumers' preferences.

-Compatible with consumer research methods: consumer research content should be compatible with consumer research methods, not inconsistent or inconsistent with consumer research methods. The content of consumer research should be able to adapt to the requirements and limitations of consumer research methods, or take advantage of the advantages and characteristics of consumer research methods. Enterprises should determine the structure and logic of consumer research content according to their own consumer research methods, select appropriate information tools, such as questionnaires, interviews, observations, experiments, simulations, etc., and determine the quantity and quality of information according to the characteristics of the tools.

Methods of 4. Consumer Research

The method of consumer research refers to the technology and means used by enterprises to collect, analyze and interpret consumer information when conducting consumer research, which is the process and method of consumer research. Choosing appropriate consumer research methods can ensure the efficiency and effectiveness of consumer research and avoid waste of resources or distortion of results. There are several ways to optimize and improve consumer research methods:

-Consistent with the purpose of consumer research: consumer research methods should be consistent with the purpose of consumer research, rather than deviating from or unrelated to the purpose of consumer research. Consumer research methods should be able to achieve the objectives set by the consumer research purpose, or provide the desired results for the consumer research purpose. Enterprises should determine the types and categories of consumer research methods according to their own consumer research purposes, and choose appropriate method classifications, such as qualitative methods, quantitative methods, subjective methods, objective methods, exploratory methods, descriptive methods, and causal methods. And according to the applicability of the methods, determine the selection and combination of methods.

-Adapt to consumer research objects: Consumer research methods should be compatible with consumer research objects, not exclusive or inconvenient with consumer research objects. Consumer research methods should be able to adapt to the characteristics and conditions of consumer research objects, or consider the feelings and feedback of consumer research objects. Enterprises should determine the feasibility and acceptability of consumer research methods according to their own consumer research objects, and choose the appropriate method mode, such as active method, passive method, interactive method, one-way method, two-way method, multi-way method, etc., and determine the adjustment and improvement of the method according to the response of consumers.

-Coordination with consumer research content: consumer research methods should be coordinated with consumer research content, rather than conflicting or mismatched with consumer research content. Consumer research methods should be able to coordinate the structure and logic of consumer research content, or optimize the form and style of consumer research content. Enterprises should determine the consistency and compatibility of consumer research methods according to their own consumer research content, select appropriate method tools, such as statistical analysis, text analysis, graphical analysis, model analysis, algorithm analysis, etc., and determine the application and evaluation of the method according to the function of the tool.

Results of 5. Consumer Research

The result of consumer research refers to the summary and presentation of consumer information obtained by enterprises after conducting consumer research, which is the output and result of consumer research. Presenting reasonable consumer research results can ensure the credibility and availability of consumer research and avoidConclusionError or suggestion is invalid. There are several ways to optimize and improve consumer research results:

-Consistent with the purpose of consumer research: consumer research results should be consistent with the purpose of consumer research, rather than deviating from or unrelated to the purpose of consumer research. The results of consumer research should be able to achieve the indicators set by the consumer research purpose, or provide the results expected by the consumer research purpose. Enterprises should determine the form and content of consumer research results according to their own consumer research purposes, select the appropriate type of results, such as reports, presentations, articles, videos, audio, etc., and determine the structure and level of the results according to the importance of the results.

-Fit with consumer research subjects: Consumer research results should be compatible with consumer research subjects, not conflicting or uncomfortable with consumer research subjects. Consumer research results should be able to reflect the characteristics and differences of consumer research objects, or meet the needs and expectations of consumer research objects. Enterprises should determine the style and language of consumer research results according to their own consumer research objects, choose the appropriate result carrier, such as text, charts, pictures, video, audio, etc., and determine the language and expression of the results according to the preferences of consumers.

-Coordination with consumer research methods: Consumer research results should be coordinated with consumer research methods, not conflicting or mismatched with consumer research methods. Consumer research results should be able to coordinate the requirements and limitations of consumer research methods, or take advantage of the advantages and characteristics of consumer research methods. Enterprises should determine the logic and evidence of consumer research results according to their own consumer research methods, select appropriate results tools, such as statistical analysis, text analysis, graphical analysis, model analysis, algorithm analysis, etc., and determine the application and evaluation of the results according to the functions of the tools.

6. consumer research case

In order to better explain the methods and effects of optimization and improvement of consumer research, this paper will combine the consumer research cases provided by Shangpu Consulting Company for customers such as China Car, Sinopharma, Wanda, etc., to show the actual effect and value of the optimized and improved consumer research.

Case 1: Chinese car

CRRC is the largest railway vehicle manufacturer in China, with multiple brands and product lines, covering various types of railway vehicles such as high-speed rail, EMU, subway, urban rail, and freight cars. The main market problem that CNRC faces is how to improve its brand awareness and reputation, and how to expand its domestic and foreign market share.

Shangpu Consulting Company provides a consumer research service for CRRC, which aims to understand consumers' brand awareness, brand attitude, brand choice and brand loyalty of CRRC, as well as the key factors that affect consumers' brand evaluation and purchase intention of CRRC. The following consumer research processes and techniques are used by Champ Consulting:

-Consumer research purpose: to determine the brand positioning and brand strategy of CNR, and to improve the brand competitiveness and market share of CNR.

-Consumer survey subjects: Using a stratified sampling method, 1000 samples were drawn from potential and existing consumers of CRRC, divided into four levels: high-speed rail, high-speed rail, subway, and urban rail, with 250 samples at each level.

-Consumer research content: Using multiple sampling method, 50 samples were randomly selected from each level, and in-depth interviews were conducted to collect consumers' subjective information on brand awareness, brand attitude, brand choice and brand loyalty of CNR. At the same time, 200 samples were randomly selected from each level, and an online questionnaire was conducted to collect objective information about consumers' brand evaluation and purchase intention of CNR.

-Consumer research methods: consumer research was conducted using a mixed sampling method, combining qualitative and quantitative methods. Qualitative methods mainly include in-depth interviews, focus groups and scenario analysis, which are used to explore consumers' brand perception and brand sentiment towards CRRC, as well as the key factors that influence consumers' brand evaluation and purchase intention towards CRRC. The quantitative method mainly includes questionnaire survey, experimental design and factor analysis, which is used to describe the brand cognition and brand attitude of consumers to the middle car, and to quantify the brand choice and brand loyalty of consumers to the middle car.

-Consumer research results: The results of consumer research are presented in the form of a report. The report is divided into the following sections:

[Description]: The purpose, object, content, method and results of consumer research are summarized, and the main findings and suggestions of consumer research are highlighted.

Background: Introduced the brand history, brand status, brand problems and brand goals of CNR, analyzed the brand advantages and disadvantages of CNR, and the market opportunities and challenges faced by CNR.

Process: Describes in detail the process and technology of consumer research, including the design, implementation, analysis and evaluation of consumer research, as well as the difficulties and solutions of consumer research.

Results: The system shows the results of consumer research, including data and charts on consumer brand awareness, brand attitude, brand choice and brand loyalty, as well as analysis and interpretation of consumer brand evaluation and purchase intention of CNR.

Suggestions: based on the results of consumer research, this paper puts forward some suggestions on the brand positioning and brand strategy of CRRC, including how to improve the brand awareness and reputation of CRRC, how to improve the brand differentiation and innovation of CRRC, how to improve the brand loyalty and reputation of CRRC, and how to expand the market share and competitiveness of CRRC at home and abroad.

Appendix: Attached to the relevant information of consumer research, such as questionnaires, interviews, data, charts, references, etc., in order to facilitate customer access and verification.

The results of consumer research show that the position and image of the brand in the minds of consumers are as follows:

-Brand awareness: Consumers have a high brand awareness of CNR, mainly from CNR's official publicity, media reports, social reputation and personal experience. Consumers for the car brand impression is mainly state-owned, large, professional, safe, reliable and advanced.

-Brand attitude: Consumers have a good attitude towards the brand of CNR, which is mainly based on the product quality, technical level, service level and social responsibility of CNR. Consumers have high satisfaction and trust in the brand of CNR, but low love and respect for the brand of CNR.

-Brand choice: Consumers have a strong brand choice for CNR, which is mainly influenced by the product performance, price advantage, channel convenience and policy support of CNR. Consumers have high brand loyalty to the Chinese car, but low brand recommend to the Chinese car.

-Brand loyalty: Consumers have high brand loyalty to CNR, mainly due to its product stability, service guarantee, brand reputation and emotional recognition. Consumers are more willing to repeat the purchase of the brand of the car, but the willingness to spread the brand reputation of the car is weak.

The results of consumer research also show that the key factors that affect consumers' brand evaluation and purchase intention of CRRC are as follows:

-Product factor: Product factor is the most important factor that affects consumers' brand evaluation and purchase intention of CNR, mainly including product performance, function, quality, safety, comfort, energy saving, environmental protection, intelligence, etc. Consumers have a high evaluation of the product factors of CNR, but there is still room for improvement, especially in terms of product innovation, personalization and humanization.

-Price factor: Price factor is a secondary factor that affects consumers' brand evaluation and purchase intention of CNR, mainly including product price, discount, discount, cost, return, etc. Consumers have a good evaluation of the price factors of CNR, but there is still room for improvement, especially in terms of price transparency, rationality and competitiveness.

-Channel factors: Channel factors are auxiliary factors that affect consumers' brand evaluation and purchase intention of CNR, mainly including product sales, distribution, service, repair, and maintenance. Consumers have a low evaluation of the channel factors of CNR, but there is still room for improvement, especially in terms of channel coverage, convenience and professionalism.

-Policy factors: Policy factors are external factors that affect consumers' brand evaluation and purchase willingness of CRRC, mainly including government regulations, standards, subsidies, support, etc. Consumers have a high evaluation of CRRC's policy factors, but there is still room for change, especially in terms of policy stability, fairness and sustainability.

Based on the results of consumer research, Shangpu Consulting has put forward the following brand positioning and brand strategy suggestions for CNRC:

-Brand positioning: CNR should be positioned as an international, professional and innovative railway vehicle manufacturer, with product performance, quality, safety, energy saving, environmental protection and intelligence as the core competitiveness to meet different levels and different types, The needs and expectations of consumers in different scenarios.

-Brand strategy: CNRC should adopt the following brand strategies to improve its brand competitiveness and market share:

Brand communication strategy: CNRC should strengthen its own brand communication, improve its brand awareness and reputation, and establish its own brand image and brand reputation. CNR should use a variety of media and channels, such as television, newspapers, magazines, the Internet, social media, outdoor advertising, etc., to carry out targeted brand promotion and promotion, highlight its own brand characteristics and advantages, and convey its own brand concept and Value, enhance their brand influence and attractiveness.

Brand differentiation strategy: CNRC should strengthen its own brand differentiation, improve its own brand innovation and personalization, and create its own brand characteristics and style. CNR should increase its own product research and development and design, develop new products and new functions that are more in line with consumer needs and expectations, improve its product performance and quality, increase its product differentiation and added value, and form its own product Advantages and core competitiveness.

Brand loyalty strategy: CNR should strengthen its brand loyalty, improve its brand love and respect, and cultivate its own brand loyal users and brand advocates. CNRC should strengthen its own brand service and care, improve its own service level and quality, increase its own service differentiation and personalization, and form its own service advantages and core competitiveness. CNRC should strengthen its own brand interaction and communication, improve its own brand trust and recognition, increase its own brand participation and co-creation, and form its own brand community and brand culture.

Brand expansion strategy: CNRC should strengthen its brand expansion, improve its brand coverage and penetration, and expand its brand market and brand opportunities. CNR should strengthen its brand diversification and segmentation, develop products and services that are more suitable for consumers of different levels, types, and scenarios, improve its brand adaptability and flexibility, and increase its brand diversity and richness. CNRC should strengthen the internationalization and localization of its own brand, develop products and services more suitable for different countries and regions, enhance the globality and regionality of its own brand, and increase the cross-border and cooperation of its own brand.

The results and suggestions of consumer research provide a clear brand positioning and brand strategy guidance for CNRC, help CNRC improve its brand competitiveness and market share, and enhance its brand influence and value.

Case two: Chinese medicine

Sinopharm is the largest pharmaceutical group in China, with multiple subsidiaries and brands, covering various types of pharmaceutical products such as drugs, medical devices, biological products, and health products. The main market problems faced by Sinopharm are how to improve the quality and safety of its products, and how to enhance its product innovation ability and competitiveness.

Shangpu Consulting Co., Ltd. provides a consumer research service for national medicine, which aims to understand consumers' product cognition, product attitude, product selection and product loyalty, as well as the key factors affecting consumers' product evaluation and purchase intention of national medicine. The following consumer research processes and techniques are used by Champu Consulting:

-Consumer research purpose: to determine the product positioning and product strategy of Sinopis, and to improve the product competitiveness and market share of Sinopis.

-Consumer survey subjects: Using the stratified sampling method, 1000 samples were taken from potential consumers and existing consumers of Sinoparma, divided into four levels: drugs, medical devices, biological products, and health products. 250 samples at each level.

-Consumer research content: using multiple sampling method, 50 samples were randomly selected from each level, and in-depth interviews were conducted to collect subjective information about consumers' product cognition, product attitude, product choice and product loyalty. At the same time, 200 samples were randomly selected from each level, and an online questionnaire was conducted to collect objective information about consumers' product evaluation and purchase intention of Chinese medicine.

-Consumer research methods: consumer research was conducted using a mixed sampling method, combining qualitative and quantitative methods. Qualitative methods mainly include in-depth interviews, focus groups and scenario analysis, which are used to explore consumers' product perception and product emotion for Sinopis, as well as the key factors that affect consumers' product evaluation and purchase intention for Sinopis. Quantitative methods mainly include questionnaires, experimental designs and factor analysis, which are used to describe consumers' product perceptions and product attitudes towards Chinese medicines, as well as to quantify consumers' product choices and product loyalty towards Chinese medicines.

-Consumer research results: The results of consumer research are presented in the form of a report. The report is divided into the following sections:

[Description]: The purpose, object, content, method and results of consumer research are summarized, and the main findings and suggestions of consumer research are highlighted.

BACKGROUND: The product history, product status, product problems and product objectives of Sinopis were introduced, and the product advantages and disadvantages, as well as the market opportunities and challenges faced by Sinopis were analyzed.

Process: Describes in detail the process and technology of consumer research, including the design, implementation, analysis and evaluation of consumer research, as well as the difficulties and solutions of consumer research.

Results: The results of consumer research were systematically displayed, including data and charts of consumer product cognition, product attitude, product choice and product loyalty, as well as analysis and explanation of consumer product evaluation and purchase intention of Chinese medicine.

Suggestion: Based on the results of consumer research, this paper puts forward some suggestions on the product positioning and product strategy of Sinopis, including how to improve the product quality and safety of Sinopis, how to improve the product innovation ability and competitiveness of Sinopis, how to improve the product satisfaction and loyalty of Sinopis, and how to expand the product market and opportunities of Sinopis.

Appendix: Attached to the relevant information of consumer research, such as questionnaires, interviews, data, charts, references, etc., in order to facilitate customer access and verification.

The results of consumer research show that the position and image of Chinese medicine products in the minds of consumers are as follows:

-Product awareness: Consumers have a high awareness of Sinopis products, mainly from the official publicity, media reports, social reputation and personal experience of Sinopis. Consumers' impression of Chinese medicine products is mainly state-owned, large-scale, professional, formal, authoritative and credible.

-Product attitude: Consumers have a good attitude towards Sinopis products, mainly based on the product effect, quality, safety, price and service of Sinopis. Consumers have a high degree of satisfaction and trust in the products of Chinese medicine, but they have a low degree of love and respect for the products of Chinese medicine.

-Product choice: Consumers have a strong choice of products for Sinopharm, which is mainly influenced by the product brand, function, ingredients, specifications and packaging of Sinopharm. Consumers have a high degree of loyalty to Sinopbefore products, but a low degree of recommend to Sinopbefore products.

-Product loyalty: Consumers have a high loyalty to Sinopis products, mainly due to the stability, effectiveness, safety, reasonableness and protection of Sinopis products. Consumers are more willing to repeat the purchase of Chinese medicine products, but they are less willing to spread the word-of-mouth of Chinese medicine products.

The results of consumer research also show that there are the following key factors that affect consumers' product evaluation and purchase intention of Sinopbefore:

-Brand factor: Brand factor is the most important factor that affects consumers' product evaluation and purchase intention of Sinopbefore, mainly including brand awareness, reputation, image, reputation, concept and value. Consumers have a high evaluation of the brand factors of Chinese medicine, but there is still room for improvement, especially in the aspects of brand differentiation, innovation and humanization.

-Functional factors: Functional factors are secondary factors that affect consumers' evaluation and purchase intention of Chinese medicine products, mainly including product effect, quality, safety, ingredients, specifications and packaging. Consumers have a good evaluation of the functional factors of Chinese medicine, but there is still room for improvement, especially in the innovative, personalized and humanized aspects of the function.

-Price factor: Price factor is an auxiliary factor that affects consumers' product evaluation and purchase intention of Chinese medicine, mainly including product price, discount, discount, cost, return and so on. Consumers have a low evaluation of the price factors of Chinese medicine, but there is still room for improvement, especially in terms of price transparency, rationality and competitiveness.

-Service factors: Service factors are external factors that affect consumers' product evaluation and purchase intention of Sinopharma, mainly including product sales, distribution, service, repair, and maintenance. Consumers have a poor evaluation of the service factors of Sinophobe, but there is still room for improvement, especially in terms of service coverage, convenience and professionalism.

Based on the results of consumer research, Shangpu Consulting Company has put forward the following product positioning and product strategy suggestions for Sinopbefore:

-Product positioning: Sinopharm should be positioned as a professional, standardized, and authoritative pharmaceutical group, with product effects, quality, safety, composition and specifications as its core competitiveness to meet different levels, different types, and different scenarios The needs and expectations of consumers.

-Product strategy: Sinopa should adopt the following product strategies to improve its product competitiveness and market share:

Product quality strategy: Sinopa should strengthen its product quality, improve its product effect and safety, and establish its own product reputation and reputation. Sinophera should strictly abide by national and industry regulations and standards, strengthen its own product testing and supervision, ensure that its own products meet quality requirements, eliminate its own product defects and risks, and enhance its own product reliability and stability.

Product innovation strategy: Sinopa should strengthen its own product innovation, improve its product functions and ingredients, and create its own product features and styles. Sinophobe should increase its own product research and development and design, develop new products and new functions that are more in line with consumer needs and expectations, improve its product performance and quality, increase its product differentiation and added value, and form its own product advantages And core competitiveness.

Product satisfaction strategy: Sinopa should strengthen its own product satisfaction, improve its product love and respect, and cultivate its own product loyal users and product advocates. Sinophobe should strengthen its own product service and care, improve its own service level and quality, increase its own service differentiation and personalization, and form its own service advantages and core competitiveness. Sinopa should strengthen its own product interaction and communication, improve its own product trust and recognition, increase its own product participation and co-creation, and form its own product community and product culture.

Product expansion strategy: Sinopa should strengthen its product expansion, improve its product coverage and penetration, and expand its product market and product opportunities. Sinopharm should strengthen its product diversification and segmentation, develop products and services that are more suitable for consumers of different levels, types, and scenarios, improve its product adaptability and flexibility, and increase its product diversity and richness Sex. Sinopharm should strengthen the internationalization and localization of its products, develop products and services that are more suitable for different countries and regions, enhance the globality and regionality of its products, and increase the cross-border and cooperation of its products.

The results and suggestions of consumer research provide a clear product positioning and product strategy guidance for Sinopis, help Sinopis improve its product competitiveness and market share, and enhance its product influence and value.

Case 3: Wanda

Wanda is the largest commercial real estate developer in China, with multiple subsidiaries and brands, covering various types of commercial projects such as commercial centers, hotels, cinemas, culture, and tourism. The main market problem Wanda faces is how to improve the quality and efficiency of its own projects, and how to enhance its own project innovation ability and competitiveness.

Shangpu Consulting Company provides a consumer research service for Wanda, which aims to understand consumers' project cognition, project attitude, project selection and project loyalty of Wanda, as well as the key factors that affect consumers' project evaluation and purchase intention of Wanda. The following consumer research processes and techniques are used by Champu Consulting:

-Consumer research purpose: Determine Wanda's project positioning and project strategy to improve Wanda's project competitiveness and market share.

-Consumer survey subjects: Using a stratified sampling method, 1000 samples were drawn from Wanda's potential consumers and existing consumers, divided into four levels: commercial centers, hotels, cinemas, and cultural tourism, with 250 samples at each level.

-Consumer research content: using the multi-sampling method, 50 samples were randomly selected from each level, and in-depth interviews were conducted to collect subjective information about consumer awareness, project attitude, project selection and project loyalty of Wanda. At the same time, 200 samples were randomly selected from each level, and an online questionnaire was conducted to collect objective information about consumers' project evaluation and purchase intention of Wanda.

-Consumer research methods: consumer research was conducted using a mixed sampling method, combining qualitative and quantitative methods. Qualitative methods mainly include in-depth interviews, focus groups and scenario analysis, which are used to explore consumers' perception and emotion of Wanda's projects, as well as the key factors that affect consumers' evaluation and purchase intention of Wanda's projects. The quantitative method mainly includes questionnaire survey, experimental design and factor analysis, which is used to describe consumers' project cognition and project attitude towards Wanda, and to quantify consumers' project choice and project loyalty to Wanda.

-Consumer research results: The results of consumer research are presented in the form of a report. The report is divided into the following sections:

[Description]: The purpose, object, content, method and results of consumer research are summarized, and the main findings and suggestions of consumer research are highlighted.

Background: This paper introduces Wanda's project history, project status, project problems and project objectives, and analyzes Wanda's project advantages and disadvantages, as well as Wanda's market opportunities and challenges.

Process: Describes in detail the process and technology of consumer research, including the design, implementation, analysis and evaluation of consumer research, as well as the difficulties and solutions of consumer research.

Results: The system shows the results of consumer research, including consumer awareness of Wanda's project, project attitude, project selection and project loyalty and other aspects of data and charts, as well as consumer evaluation of Wanda's project and purchase intention and other aspects of the analysis and interpretation.

Suggestions: Based on the results of consumer research, suggestions on Wanda's project positioning and project strategy are put forward, including how to improve Wanda's project quality and efficiency, how to improve Wanda's project innovation ability and competitiveness, how to improve Wanda's project satisfaction and loyalty, and how to expand Wanda's project market and opportunities.

Appendix: Attached to the relevant information of consumer research, such as questionnaires, interviews, data, charts, references, etc., in order to facilitate customer access and verification.

The results of consumer research show that Wanda's project position and image in the minds of consumers are as follows:

-Project Awareness: Consumers have a high awareness of Wanda's projects, mainly from Wanda's official publicity, media reports, social reputation and personal experience. Consumers' impression of Wanda's projects is mainly large-scale, high-end, diversified, high-quality and leading.

-Project attitude: consumers have a good attitude towards Wanda's projects, mainly based on the quality, scale, service and atmosphere of Wanda's projects. Consumers have high satisfaction and trust in Wanda's projects, but low love and respect for Wanda's projects.

-Project choice: Consumers have a strong choice of Wanda's projects, which are mainly influenced by Wanda's project brand, location, facilities, activities and offers. Consumers are more loyal to Wanda's projects, but less recommend to Wanda's projects.

-Project Loyalty: Consumers are highly loyal to Wanda's projects, mainly due to the stability, professionalism, safety, comfort and fun of Wanda's projects. Consumers are more willing to repeat consumption for Wanda's projects, but less willing to spread word-of-mouth for Wanda's projects.

The results of consumer research also show that there are the following key factors that affect consumers' project evaluation and purchase willingness for Wanda:

-Quality factor: Quality factor is the most important factor affecting consumers' evaluation and purchase intention of Wanda's project, mainly including project design, construction, decoration, facilities, management and so on. Consumers have a high evaluation of Wanda's quality factors, but there is still room for improvement, especially in terms of innovation, personalization and humanization of quality.

-Location factor: Location factor is a secondary factor that affects consumers' evaluation and purchase intention of Wanda's project, mainly including the geographical location of the project, convenient transportation, surrounding environment, etc. Consumers have a good evaluation of Wanda's location factors, but there is still room for improvement, especially in terms of location advantages, characteristics and highlights.

-Service factors: Service factors are auxiliary factors that affect consumers' evaluation and purchase intention of Wanda's projects, mainly including project service personnel, service process, service quality, service attitude, etc. Consumers have a low evaluation of Wanda's service factors, but there is still room for improvement, especially in terms of professionalism, friendliness and timeliness of service.

-Activity factors: activity factors are external factors that affect consumers' evaluation and purchase intention of Wanda's projects, mainly including the activity content, activity form, activity effect and activity participation of the project. Consumers have a poor evaluation of Wanda's activity factors, but there is still room for improvement, especially in the creativity, interest and interaction of the activities.

Based on the results of consumer research, Shangpu Consulting Company put forward the following project positioning and project strategy suggestions for Wanda:

-Project positioning: Wanda should be positioned as a high-end, diversified and high-quality commercial real estate developer, with the quality, scale, service and atmosphere of the project as its core competitiveness to meet the needs and expectations of consumers at different levels, types and scenarios.

-Project strategy: Wanda should adopt the following project strategies to improve its project competitiveness and market share:

Project quality strategy: Wanda should strengthen its own project quality, improve its own project design, construction, decoration, facilities, management and other aspects of the level, establish its own project image and reputation. Wanda should follow national and industry regulations and standards, strengthen its own project supervision and evaluation, ensure that its own projects meet quality requirements, eliminate its own project defects and risks, and enhance its own project reliability and stability.

Project innovation strategy: Wanda should strengthen its own project innovation, improve its own project functions and activities, and create its own project characteristics and style. Wanda should increase its own project research and development and design, develop new projects and new activities that are more in line with consumer needs and expectations, improve its own project performance and effects, increase its own project differentiation and added value, and form its own project advantages And core competitiveness.

Project satisfaction strategy: Wanda should strengthen its own project satisfaction, improve its project love and respect, and cultivate its own project loyal users and project advocates. Wanda should strengthen its own project service and care, improve its service level and quality, increase its service differentiation and personalization, and form its own service advantages and core competitiveness. Wanda should strengthen its own project interaction and communication, improve its own project trust and recognition, increase its own project participation and co-creation, and form its own project community and project culture.

Project expansion strategy: Wanda should strengthen its own project expansion, improve its own project coverage and penetration, and expand its own project market and project opportunities. Wanda should strengthen the diversification and segmentation of its own projects, develop projects and services that are more suitable for consumers of different levels, types and scenarios, improve its project adaptability and flexibility, and increase its project diversity and richness. Wanda should strengthen the internationalization and localization of its projects, develop projects and services that are more suitable for different countries and regions, enhance the global and regional nature of its projects, and increase the cross-border and cooperative nature of its projects.

The results and suggestions of consumer research provide Wanda with a clear project positioning and project strategy guidance, help Wanda improve its project competitiveness and market share, and enhance its project influence and value.