尚普咨询公司为某商用车品牌提供市场调研服务项目案例_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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尚普咨询公司为某商用车品牌提供市场调研服务项目案例

2024-07-15 00:38:00 来源：尚普咨询浏览量：0

Project background:

商用车是指用于运送人员和货物的汽车，包括客车、货车、半挂牵引车等。商用车市场呈现出“市场集中化”“产品高精化”“客群年轻化”“营销数字化”等特征，进入了3.0时代。

Customer pain points:

某商用车品牌是国内知名的商用车制造商，主要生产货车和客车。该品牌在传统的线下渠道有较强的竞争力，但在线上渠道的开拓和运营方面存在不足，缺乏有效的数字营销策略和手段，无法充分利用线上平台和内容来吸引和留住潜在客户，提升品牌知名度和忠诚度。同时，该品牌对当前和未来的商用车市场需求和趋势缺乏深入的了解和洞察，无法及时调整产品结构和创新，满足不同细分市场和用户群体的需求。

Project purpose:

为了帮助该商用车品牌提升线上营销效果和市场竞争力，尚普咨询公司为其提供了一套全面的市场调研服务，旨在：

了解当前中国商用车市场的现状、规模、结构、特征、趋势等；

分析目标用户群体的特征、需求、偏好、行为、痛点等；

评估竞争对手的优势、劣势、策略、动态等；

提出基于数据和洞察的数字营销建议和方案。

Research object:

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

商用车潜在购买者：指有意向或计划在未来一年内购买商用车的个人或企业用户，包括新购买者和换购者。本项目通过线上问卷调查的方式，对全国范围内的2000名商用车潜在购买者进行了抽样调查，收集了他们对商用车品牌、产品、价格、渠道、内容等方面的看法和反馈。

商用车行业专家：指在商用车行业有多年从业经验或专业知识的人士，包括商用车制造商、经销商、媒体人、分析师等。本项目通过线下访谈和线上电话访谈的方式，对全国范围内的50名商用车行业专家进行了深入访谈，收集了他们对当前和未来商用车市场的观察和预测。

Project Content:

This project mainly includes the following aspects:

商用车市场概述：对中国商用车市场的发展历程、现状、规模、结构、特征、趋势等进行了全面的分析和总结，揭示了商用车市场的机遇和挑战，以及不同细分市场的特点和潜力。

目标用户画像：基于对商用车潜在购买者的问卷调查数据，对目标用户群体进行了细致的划分和描述，包括他们的基本信息、购车动机、购车预算、购车渠道、购车偏好、购车决策因素、购车障碍等，形成了多维度的目标用户画像。

竞争对手分析：基于对商用车行业专家的访谈数据，对国内主要的商用车品牌进行了系统的分析和评估，包括他们的市场份额、产品线、价格策略、渠道布局、营销活动、用户口碑等，揭示了他们的优势和劣势，以及未来的发展方向和策略。

数字营销建议：基于对商用车市场、用户和竞争对手的深入洞察，为该商用车品牌提出了一系列针对性的数字营销建议和方案，包括：

建立和完善线上官方平台，如官网、微信公众号、抖音账号等，提升品牌形象和知名度，增强与用户的互动和沟通；

利用线上平台和内容来展示和传播品牌理念、产品特点、客户案例等，提高用户的认知和兴趣，引导用户进行线上看车、选车、预约试驾等；

根据不同细分市场和用户群体的特点和需求，定制和推送个性化的内容和信息，提升用户的满意度和忠诚度，促进用户转化和复购；

利用数据分析工具，如巨量算数1等，实时收集和分析线上平台和内容的效果数据，如访问量、播放量、转化率等，优化数字营销策略和手段。

Project Value:

本项目为该商用车品牌提供了以下方面的价值：

帮助该品牌全面了解当前和未来的商用车市场需求和趋势，为产品结构调整和创新提供数据支撑和参考依据；

帮助该品牌深入洞察目标用户群体的特征、需求、偏好、行为、痛点等，为产品设计和营销策略制定提供用户视角和洞察力；

帮助该品牌系统评估竞争对手的优劣势、策略、动态等，为品牌定位和差异化竞争提供竞争视角和参考依据；

帮助该品牌制定并实施一套有效的数字营销建议和方案，为品牌提升线上营销效果和市场竞争力提供营销视角和执行力。

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