Project background:

The automotive industry is a highly competitive market, and brand image and sales volume are important factors affecting consumer choice. In order to enhance brand awareness and reputation, increase market share and profit margins, auto companies need to understand their own and competitors' brand sales, as well as consumer needs and preferences.

Customer pain points:

A well-known domestic automobile enterprise (hereinafter referred to as the customer) is facing the following problems:

Lack of authoritative and credible brand sales data, unable to accurately assess their own and competitors' market performance and competitiveness.

Lack of in-depth understanding of consumers, can not effectively develop brand strategy and marketing strategy, enhance brand loyalty and satisfaction.

Lack of comprehensive insight into the automotive industry, unable to grasp market trends and opportunities, product innovation and differentiation.

Project purpose:

The client commissioned Shangpu Consulting (hereinafter referred to as Shangpu) to conduct a market research project in the automotive industry based on brand sales certification business, with the aim:

Obtain brand sales data of customers and major competitors, and analyze and evaluate them.

Understand consumer perceptions, attitudes, preferences, and purchasing behavior towards customer and competitor brands, and conduct analysis and recommendations.

Explore trends, opportunities and challenges in the automotive industry and provide strategic advice.

Research object:

The research objects of this project include:

brand sales data for customers and key competitors, derived fromWRCAWorld record certification body, which is the world's leading brand sales certification service provider, provides authoritative, professional, fair and credible brand sales certification services for enterprises and brands in all walks of life.

consumers, fromVpoints, the platform is consumer loyalty andGMVSales optimization management experts, for all kinds of consumer goods enterprises to provide a one-size-one-code intelligent marketing platform, private domain consumer member operating platform, blockchain intelligent marketing labeling system and other digital marketing solutions.

Automotive industry experts, media, institutions, etc., from the network search, professional reports, industry forums and other channels.

Project Content:

The main contents of this project include:

Brand sales data collection, collation, analysis and evaluation. AccordingWRCAThe data provided by the world record certification body compares the brand sales of customers and major competitors in different market segments, different regions and different time periods, and analyzes the ranking, proportion, growth rate and other indicators to evaluate the market performance and competitiveness of each brand.

Consumer research design, implementation, analysis and recommendations. AccordingVBased on the data provided by the integral platform, design and implement an online questionnaire survey for consumers, covering consumers' basic information, car purchase motivation, car purchase channels, car purchase budget, car purchase preference, car purchase decision-making factors, post-purchase satisfaction and other aspects, and carry out data cleaning, statistical analysis, cluster analysis and other methods to reveal consumers' cognition, attitude, preference and purchase behavior to customers and competitors' brands, according to the results of the analysis, the paper puts forward some suggestions on brand strategy and marketing strategy.

Automotive industry insight collection, collation, analysis and recommendations. Collect relevant information about the automotive industry according to online search, professional reports, industry forums and other channels, including market size, market structure, market characteristics, market trends, market opportunities, market challenges, etc., and sort out, summarize, analyze, and put forward targeted strategic recommendations based on the analysis results.

Project Value:

This project brings the following value to the customer:

Through authoritative and credible brand sales data, customers can accurately assess their own and competitors' market performance and competitiveness, find out their own strengths and weaknesses, and formulate reasonable goals and strategies.

Through in-depth understanding of consumers, customers can effectively develop brand strategy and marketing strategy, improve brand loyalty and satisfaction, increase consumer conversion rate and repurchase rate.

By exploring the development trends, opportunities and challenges of the automotive industry, customers can grasp market changes, carry out product innovation and differentiation, and enhance core competitiveness.