Project background:

The home improvement industry is an industry with a large base, broad market space and stable growth rate. With the increase of residents' income and the demand of consumption upgrading, the requirements of home improvement consumers for living environment and quality are also increasing, and they have more expectations and choices for the service and product form of home improvement enterprises. Home improvement enterprises are facing fierce competition and changing market environment. They need to deeply understand consumers' needs, motivations, preferences, pain points, etc., as well as their own brand image, advantages, differences, etc., so as to formulate effective market strategies and marketing plans.

Project purpose:

The purpose of this project is to analyze the consumption characteristics, demand motivation, purchase behavior and satisfaction evaluation of home improvement consumers, reveal their potential demand space and value points, and provide customers with targeted brand positioning and marketing suggestions. The specific objectives of the project are as follows:

Understand the basic situation of home improvement consumers, such as age, gender, income, education, occupation, etc;

Understand the consumer motivation of home improvement consumers, such as improving the living environment, improving the quality of life, and pursuing individuality;

Understand the purchase behavior of home improvement consumers, such as purchase channels, purchase methods, purchase cycle, purchase budget, etc;

Understand the preference characteristics of home improvement consumers, such as design style, material selection, functional configuration, etc;

Understand the evaluation criteria of home improvement consumers for home improvement enterprises, such as brand awareness, service quality, price rationality, etc;

Understand the brand recognition, brand image and brand advantage of home improvement consumers for customers, companies and customers;

Based on the research results, to provide customers with appropriate brand positioning and marketing strategies, such as target market, target population, core value, competitive differences, etc.

Research object:

The research object of this project is home improvement consumers, that is, residents who have carried out home improvement in the past year or plan to carry out home improvement in the next year. The number of survey subjects is1000People, distributed throughout the country, covering different urban line levels, regions, age groups, etc.

Project Content:

The project includes the following parts:

Research plan design: according to the project purpose and research object, formulate a reasonable research plan, including research methods, research tools, research samples, research time, etc;

Research data collection: use online questionnaires and offline research to collect relevant data of home improvement consumers, such as basic information, consumption motivation, purchase behavior, preference characteristics, evaluation criteria, etc;

Research data analysis: the use of statistical analysis and data mining methods, the collection of data cleaning, sorting, classification, summary, etc., to extract effective information and insight, the formation of data reports;

The research results are presented: according to the data report, combined with the industry background and customer needs, write the research report, including the research purpose, research methods, research results, research conclusions, etc., and accompanied by charts, diagrams and other auxiliary instructions;

Brand positioning and marketing advice: based on the research results, provide customers with brand positioning and marketing advice suitable for their development stage and market environment, including target market, target group, core value, competitive difference, etc., and give specific implementation plan and expected effect.

Project Value:

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

Provide customers with comprehensive and in-depth insight into home improvement consumers, help them understand market demand and potential, and grasp consumer trends and opportunities;

Provide customers with targeted brand positioning and marketing advice to help them enhance their core competitiveness and market share and achieve sustainable development;

For the customer company to enhance their professional image and service level, enhance the relationship with customers and trust, expand the scope of business and influence.