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Chinese cinema market research case

2024-07-15 00:39:35   来源:尚普咨询  浏览量:0

Project background:

某家国内知名的电影院连锁品牌想要开发会员证业务,提高客户忠诚度和复购率,但是对于目标客户的需求、偏好、购买意愿等缺乏了解,也不清楚市场上的竞争情况和潜在机会。为了制定有效的会员证开发和推广策略,该品牌委托尚普咨询公司进行市场调研。

Project purpose:

通过市场调研,了解电影院会员证的市场需求、消费者偏好、购买意愿、使用行为等基本情况;分析市场上的竞争对手和潜在合作伙伴的会员证产品和服务特点、优势、劣势等;探索市场上的机会和威胁,提出合适的会员证产品设计、定价策略、渠道策略和促销策略等建议。

Project Content:

市场调研主要包括以下几个方面:

消费者调查:采用问卷调查和深度访谈的方法,对不同城市、不同年龄段、不同收入水平、不同观影频率和习惯的电影院消费者进行抽样调查,以了解他们对电影院会员证的需求、偏好、购买意愿、使用行为等。

竞争对手分析:采用神秘顾客法和网络搜索法,对市场上主要的电影院连锁品牌和其他相关品牌(如视频网站、电视台等)的会员证产品和服务进行分析,包括他们的产品种类、功能、价格、优惠、服务等方面,以评估他们的实力、优势、劣势和战略等。

机会与威胁分析:收集和分析有关电影院会员证市场的相关机会和威胁因素,如政策法规、技术变化、消费趋势、社会文化等,以探索他们对市场开发和推广的影响和挑战等。

Project results:

通过市场调研,尚普咨询公司为委托方提供了以下成果:

一份详尽的市场调研报告,包括市场需求分析、消费者分析、竞争对手分析和机会与威胁分析等内容,并附有数据表格和图表等。

一份针对性的会员证开发和推广策略建议,包括会员证产品设计(如产品种类、功能、形式等)、定价策略(如价格水平、价格弹性等)、渠道策略(如线上线下结合、合作伙伴选择等)和促销策略(如广告宣传、会员互动、会员反馈等)等。

一份市场调研的数据文件,包括问卷调查和深度访谈的原始数据、竞争对手分析的数据和机会与威胁分析的数据等。

一份市场调研的过程文件,包括市场调研的目标、内容、方法、步骤、时间表、预算、团队成员等。




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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

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