Project background:

The paper industry is the basic raw material industry of the national economy, which is closely related to social civilization and economic development. China is a big pulp consumer, but the paper industry is still facing problems such as oversupply, low industry concentration, and increasing environmental pressure. It is necessary to accelerate industrial structure adjustment and technological innovation.

Customer pain points:

A paper-making enterprise is a leading domestic household paper manufacturer, the main products include toilet paper, facial tissue, handkerchief paper and so on. The company wants to further expand market share, improve brand awareness and customer loyalty, but lacks in-depth understanding of market demand, competitive landscape, consumer preferences, etc., and cannot formulate effective marketing strategies and product innovation programs.

Project purpose:

20236In January, the company commissioned Shangpu Consulting to conduct market research on the paper industry, with the aim of understanding the following issues:

Market size, growth trend, regional distribution and segmentation of paper industry

The competitive landscape, main competitors, competitive advantages and disadvantages of the paper industry, etc.

Consumer demand, consumption habits, consumption motivation, consumption scenarios, etc. of the tissue paper market

Consumer characteristics, consumer groups, consumer satisfaction and loyalty in the tissue market.

Product characteristics, product innovation, product differentiation, etc. of the household paper market.

Marketing channels, marketing methods, marketing effects, etc. of the tissue paper market

Research object:

This project uses a combination of quantitative and qualitative methods to conduct research, and the research objects include:

Experts and scholars in the paper industry, industry associations, government departments, etc.

Upstream and downstream enterprises in the paper industry, peer enterprises, potential entrants, etc.

End consumers, potential consumers, opinion leaders, etc. in the tissue paper market

The number of survey subjects is:

paper industry experts and scholars such:10People

paper industry upstream and downstream enterprises such:20Home

End consumers in the household paper market:1000People

Project Content:

This project mainly includes the following contents:

Literature collection and analysis: collect and analyze the relevant policies and regulations, statistical data, research reports and other literature on the paper industry and household paper market, sort out the development process and current situation of the industry, and master the laws and trends of the development of the industry.

In-depth interviews and analysis: conduct in-depth interviews with experts and scholars in the paper industry through telephone interviews or face-to-face interviews to understand their views and suggestions on the paper industry and the household paper market, and obtain professional opinions and information.

Questionnaire survey and analysis: through the network questionnaire or paper questionnaire, the paper industry upstream and downstream enterprises to conduct a questionnaire survey, to understand their business conditions, market strategy, competitive advantage, etc., to obtain objective data and information.

On-site investigation and analysis: by visiting or secret customers, on-site investigation is conducted on the terminal consumers in the household paper market to understand their consumption behavior, consumption preference, consumption evaluation, etc., and obtain intuitive data and information.

Data collation and analysis: collate and analyze all kinds of data and information collected, and use statistical analysis, factor analysis, cluster analysis and other methods to extract the key indicators and characteristics of the paper industry and the household paper market, revealing the laws and trends of market demand, competition pattern, consumer preferences and so on.

Research report writing and submission: according to the results of data analysis, write a detailed research report, including research purpose, research methods, research results, research conclusions, research suggestions, etc., and submit it to the client.

Project Value:

The value of this project is mainly reflected in the following aspects:

It provides the entrusting party with comprehensive, in-depth and accurate market information on the paper industry and the household paper market, helps the entrusting party understand the current situation and development trend of the market, and provides a strong basis for its strategic decision-making.

It provides the entrusting party with a detailed analysis of the competitive landscape and competitors in the paper industry and household paper market, helps the entrusting party identify its own strengths and weaknesses, and provides strong guidance for its formulation of competitive strategies.

It provides the client with in-depth insight into the consumer characteristics and consumer preferences of the tissue market, helps the client understand the needs and expectations of consumers, and provides strong support for the formulation of product innovation and marketing strategies.

Provide professional research suggestions for the client, including how to improve brand awareness and customer loyalty, how to open up new markets and new customers, how to optimize product structure and functions, how to choose appropriate marketing channels and methods, etc., to help the client increase market share and profitability.

It provides an opportunity for Shangpu Consulting to demonstrate its professional ability and service level, enhances its visibility and influence in the field of market research in the paper industry, and lays a good foundation for it to expand more potential customers and partners.