生活用纸行业市场调研项目案例_市场调研_代表案例_市场调研公司-市场调查公司-咨询公司-行业调研-十大市场调研公司【尚普咨询】市场研究

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生活用纸行业市场调研项目案例

2024-07-15 00:37:51 来源：尚普咨询浏览量：0

Project background:

生活用纸是指卫生纸、面巾纸、手帕纸、餐巾纸、厨房纸巾等日常生活中使用的纸制品。近年来，随着我国居民生活水平的提升，生活用纸消费量呈现稳定增长态势。在我国生活用纸的细分市场中，目前，卫生卷纸的规模占比最大，2020Nianda59%，其次是面巾纸，2020年规模占比达32%。

Customer pain points:

尚普咨询公司是一家专业从事市场调研和咨询服务的公司，拥有多年的行业经验和专业团队。尚普咨询公司的客户是一家生活用纸制造企业，主要生产卫生卷纸和面巾纸。该企业面临着以下几个方面的问题：

生活用纸行业竞争激烈，品牌众多，消费者对产品质量、价格、功能、环保等方面有不同的需求和偏好，如何提高自身品牌知名度和忠诚度？

生活用纸行业受原材料价格波动、环保政策、疫情影响等因素的影响，如何应对市场风险和不确定性？

生活用纸行业有着较大的发展潜力和空间，如何把握市场机遇和趋势，进行产品创新和差异化？

Project purpose:

20235月，为了帮助客户解决上述问题，尚普咨询公司开展了一项针对生活用纸行业的市场调研项目，旨在：

了解生活用纸行业的整体发展现状、规模、结构、竞争格局等基本情况；

分析生活用纸行业的市场需求特征、消费者行为和偏好、购买决策因素等方面；

探究生活用纸行业的市场机会和挑战、发展趋势和前景、创新方向和模式等方面；

提出针对客户企业的市场定位、产品策略、品牌建设、营销推广等方面的建议和方案。

Research object:

The research objects of this project include the following two categories:

生活用纸行业内部人士，包括客户企业及其竞争对手的管理层、销售人员、技术人员等；

生活用纸消费者，包括不同地区、年龄段、收入水平、消费习惯等维度的个人或家庭用户。

本项目共采访了100名行业内部人士和1000The consumer.

Project Content:

本项目主要采用了以下几种调研方法：

文献资料分析：收集并分析了相关的政策法规、行业报告、专业期刊、新闻媒体等文献资料，以获取生活用纸行业的宏观背景、市场概况、发展动态等信息；

深度访谈：通过电话或面对面的方式，对行业内部人士进行深入的半结构化访谈，以获取生活用纸行业的内部运作、竞争策略、创新实践等信息；

网络问卷：通过网络平台，向消费者发放结构化的问卷，以获取生活用纸消费者的基本情况、消费行为和偏好、购买决策因素等信息；

数据分析：对收集到的文献资料、访谈记录、问卷数据等进行整理、归纳、分析，运用统计分析、SWOTanalysis,PEST分析等方法，提炼出生活用纸行业的关键问题和发展趋势。

Project Value:

本项目为客户企业提供了以下几方面的价值：

帮助客户企业全面了解生活用纸行业的市场现状和发展前景，为其制定中长期战略规划提供依据；

帮助客户企业深入分析生活用纸消费者的需求特征和偏好，为其进行产品创新和差异化提供指导；

帮助客户企业识别生活用纸行业的市场机会和挑战，为其把握市场变化和竞争优势提供支持；

帮助客户企业制定针对性的市场定位、产品策略、品牌建设、营销推广等方案，为其提升市场份额和品牌影响力提供建议。

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Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
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More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise