Project background:

A mobile intelligent terminal refers to a portable electronic device having functions of communication, calculation, storage, display, and the like, such as a smart phone, a tablet computer, and a smart watch. With the development of science and technology and the diversification of consumer demand, the mobile intelligent terminal market is showing a rapid growth and fierce competition.

Customer pain points:

The customer is a well-known mobile intelligent terminal brand in China, facing the following challenges:

Insufficient product innovation ability, it is difficult to meet the personalized needs of consumers in terms of function, performance, appearance, etc;

Market positioning is not clear, the lack of differentiation strategy for different market segments and target groups;

Brand image is not prominent, the lack of benchmarking enterprise differentiation advantage and core value proposition;

The marketing promotion effect is not good, it is difficult to enhance brand awareness, reputation and loyalty.

Project purpose:

In order to help customers solve the above problems and enhance their competitiveness and profitability in the mobile intelligent terminal market, Shangpu Consulting Company has carried out a comprehensive and in-depth market research project:

Understand the current situation, trends, opportunities and challenges of the mobile smart terminal market;

Analyze consumer buying behavior, preferences, needs and pain points;

Assess the strengths and weaknesses of customers and their benchmarking companies in terms of products, brands, and marketing;

Propose suggestions and solutions for product innovation, market positioning, brand building and marketing promotion.

Research object:

The project used a combination of quantitative and qualitative methods to investigate the following two types of objects:

Consumers: Through online research and mobile street visits, a total2000A valid questionnaire covering mobile intelligent terminal users or potential users with different characteristics, such as all regions, age groups, income levels and occupational categories;

Expert: Through corporate research and other means, a total of research.20from mobile communications, electronic technology, marketing and other fields of experts and scholars or industry.

Project Content:

This project mainly includes the following aspects:

Market analysis: through the collection and collation of various public data and information, analysis of the scale, structure, growth rate, competitive landscape, consumption characteristics, development trends and other aspects of the mobile intelligent terminal market;

Consumer analysis: through the design and implementation of questionnaire survey, analysis of consumer purchase motivation, purchase process, purchase frequency, purchase channel, purchase amount, use scenario, use experience, use satisfaction and other aspects of the situation;

Demand analysis: through the design and implementation of questionnaire survey and enterprise research, analyze consumers' demand and preference for the function, performance, appearance, brand, price and other aspects of mobile intelligent terminal, as well as the existing pain points and problems;

Competitive analysis: through the collection and collation of a variety of publicly available data and information, as well as the conduct of mysterious guest2and other ways to analyze the strengths and weaknesses of customers and their benchmarking companies in terms of products, brands, marketing, etc., as well as the gaps and opportunities that exist;

Suggestion analysis: according to the above analysis results, combined with expert opinions and industry practice, put forward suggestions and solutions for product innovation, market positioning, brand building and marketing promotion, as well as implementation steps and expected results.

Project Value:

This project provides the customer with the following aspects of value:

To help customers fully understand the current situation and future development trend of the mobile intelligent terminal market, and provide a basis for formulating a reasonable market strategy;

Help customers gain insight into consumers' needs and pain points, and provide guidance for them to develop products that meet market needs;

Help customers evaluate their own and benchmarking enterprise's strengths and weaknesses, and provide a reference for them to formulate targeted differentiation strategies;

Help customers come up with feasible and innovative suggestions and solutions to support their brand influence and market share;

To help customers enhance market competitiveness and profitability, to achieve sustainable development provides a guarantee.