Project Background

Advertising machine is a kind of terminal equipment that uses display equipment such as liquid crystal display and projector to display commercial, financial and entertainment information to specific groups of people through network or multimedia technology. Advertising machine has the characteristics of high definition, low power consumption, easy installation and easy maintenance. It is widely used in shopping malls, supermarkets, hotels, restaurants, airports, subways and other public places, and is an important carrier of digital media advertising.

It is estimated that by 2028, the size of China's advertising market will exceed 80 billion yuan, with an average annual compound growth rate of 12%. With the acceleration of urbanization, the promotion of consumption upgrades, the popularization of 5G technology and the development of the Internet of Things, the advertising machine industry will usher in a new round of development opportunities and challenges.

Shangpu Consulting is a company specializing in industrial market research and consulting services, with many years of industry experience and professional team, providing customized solutions for many industrial enterprises. Shangpu Consulting Company has rich customer resources and case accumulation in the advertising machine industry, but it is also facing fierce competition and diversification of customer needs.

Customer pain points

An important customer of Shangpu Consulting Company is a well-known domestic advertising machine manufacturer, which mainly produces LCD advertising machines of various specifications and functions, and provides software development and system integration services. The company has a high share of the domestic market, but it also faces the following problems:

-Market competition is becoming increasingly fierce, the differentiation between similar products is not obvious, the price war is escalating, and the profit margin is compressed.

-Customer needs are increasingly diversified, and there are higher requirements for the performance, function, appearance, and interaction of advertising machines. A single product line cannot meet the needs of different customer groups.

-Insufficient technological innovation capabilities, lack of core technologies and patents, it is difficult to keep up with industry development trends and changes in customer needs, and cannot form a sustainable competitive advantage.

Project Purpose

In 2023, in order to help the company solve the above problems, Shangpu Consulting signed a contract with the company for a research project on market demand analysis and competitive strategy for advertising machines. The main aims of the project are:

-Through in-depth analysis of the advertising market, understand the market size, structure, characteristics, trends, demand points and other aspects of information, to provide comprehensive and accurate market insight for the enterprise.

-Through the analysis of the competitive landscape of the advertising machine industry and the main competitors, evaluate the company's position and advantages and disadvantages in the industry, and provide the company with targeted competitive strategy recommendations.

-Through the research on the innovation direction and technical route of advertising machine products, it provides forward-looking and feasible product development suggestions for the enterprise, and provides continuous technical support for the enterprise.

Research object

The research object of the project mainly includes the following three categories:

-Experts, scholars, media, associations, etc. in the advertising machine industry collect their views, evaluations, and forecasts on the advertising machine industry through interviews, questionnaires, and seminars to understand the development status and trends of the industry. The number of people surveyed is expected to be about 20.

-Potential customers and end users in the advertising machine market, through interviews, questionnaires, observations, etc., collect their needs, preferences, satisfaction, feedback, etc., to understand the characteristics and changes of market demand. The number of people surveyed is expected to be about 100.

-The main competitors in the advertising machine industry collect their product information, price strategy, marketing activities, technical level, etc. through the Internet, literature, reports, etc., to understand the strengths and weaknesses of competitors. The survey is expected to be about 10.

Project Content

The main contents of the project include the following aspects:

-Advertising machine market analysis, including market size, growth rate, regional distribution, segmentation, application scenarios and other aspects of the analysis, revealing the development potential and opportunities of the market.

-Advertising machine demand analysis, including demand, demand structure, demand characteristics, demand changes and other aspects of the analysis, revealing the market demand points and pain points.

-Advertising machine competition analysis, including competitive landscape, competitiveness model, competitor analysis and other aspects of the analysis, revealing the competitive situation and rules of the industry.

-Advertising machine innovation analysis, including innovation trends, innovation direction, innovation route analysis, revealing the industry's technological development and innovation power.

Project Value

The main value of the project is reflected in the following aspects:

-Provide the company with comprehensive and accurate advertising machine market information, help the company understand the current market situation and future trends, and provide a basis for the company to formulate a reasonable market strategy.

-Provide the company with in-depth and detailed information on advertising machine requirements, help the company understand customer needs and preferences, and provide guidance for the company to design products that meet customer needs.

-It provides targeted and practical advertising machine competition information for the enterprise, helps the enterprise to evaluate its own advantages and disadvantages and competitive position, and provides suggestions for the enterprise to formulate effective competitive strategies.

-Provide the enterprise with forward-looking and feasible advertising machine innovation information, help the enterprise grasp the trend of technological development and innovation, and provide support for the enterprise to carry out technological innovation and product upgrading.