Project background:

Motorola Solutions is the world's leading provider of dedicated communications and solutions.MOTOTRBO™Digital walkie-talkie series products have high-definition voice, data transmission, cluster communication and other functions, suitable for a variety of complex working environment. Rail transit industry is one of the important application fields of walkie-talkie, and the communication demand of this industry is increasing day by day, which has higher requirements for communication quality, safety, reliability, intelligence and so on. In order to better understand the market status and development trend of the rail transit industry, the client commissioned Shangpu Consulting to carry out a market research project for the industry.

Customer pain points:

Motorola Solutions is facing fierce competition in the walkie-talkie market, especially in the rail transit industry. Its competitors include Hytera, Huawei, ZTE and other well-known domestic and foreign companies. Through market research projects, Motorola Solutions hopes to have an in-depth understanding of customer needs, purchasing behavior, usage habits, satisfaction, loyalty and other aspects of the rail transit industry, as well as competitors' product characteristics, advantages, disadvantages, market share, brand image and other aspects of information, so as to formulate a more targeted and competitive market strategy to enhance its market share and brand influence in the rail transit industry.

Project purpose:

The main purpose of the market research project is to provide Motorola Solutions with information on:

Market size, growth rate, structure, distribution, characteristics, trends, etc. of the rail transit industry;

Customer groups, demand characteristics, purchase motivation, decision-making process, usage scenarios, satisfaction evaluation, loyalty level, etc. of the rail transit industry;

Competitive landscape of the rail transit industry, competitors' product performance, pricing strategy, channel layout, market share, brand image, strengths and weaknesses, etc;

Market opportunities, potential demand, future direction of development, customer expectations, etc. in the rail transit industry.

Research object:

The research objects of market research projects mainly include the following two categories:

The end users of the rail transit industry, that is, the relevant personnel of rail transit enterprises that use walkie-talkies, such as drivers, flight attendants, dispatchers, maintenance personnel, security personnel, etc. This project is planned for the whole country.20A sample survey was conducted by rail transit enterprises, and each enterprise visited.10End users, total200The first end user.

Decision makers in the rail transit industry, I .e. relevant personnel of rail transit enterprises responsible for purchasing walkie-talkies, such as information technology departments, procurement departments, finance departments, etc. This project is planned for the whole country.10A sample of rail transit companies was interviewed, and each company was interviewed.3Decision makers, total30decision makers.

Project Content:

The main contents of the market research project include the following aspects:

Market research: Through the collection and collation of public industry data, reports, policies and other information, research the market size, growth rate, structure, distribution, characteristics, trends, etc. of the rail transit industry, as well as the application status and development prospects of walkie-talkies in the industry.

Customer research: Through the design and implementation of questionnaires and in-depth interviews, research the customer group, demand characteristics, purchase motivation, decision-making process, use scenarios, satisfaction evaluation, loyalty level, etc. of the rail transit industry, as well as the awareness of Motorola solutions, attitudes, preferences, etc.

Competition research: by collecting and sorting out competitors' product information, price information, channel information, publicity materials, etc., research competitors' product performance, price strategy, channel layout, market share, brand image, advantages and disadvantages, etc., as well as competitive threats and coping strategies to Motorola solutions.

Opportunity research: through comprehensive research on market, customer and competition information, identify the market opportunities, potential demand, future development direction, customer expectations, etc. of the rail transportation industry, as well as the market positioning, differentiation advantages and growth potential of Motorola solutions.

Project Value:

The main value of market research projects is reflected in the following aspects:

It provides customers with comprehensive, in-depth and accurate market information of the rail transit industry, helps them understand the development status and trend of the industry, grasps the pulse and trend of the market, and provides a reference for them to formulate long-term strategic planning.

It provides customers with detailed, objective and real customer information in the rail transit industry, helps them understand customer needs and expectations, establishes and maintains good relationships with customers, provides them with products and services that better meet customer needs, and improves Customer satisfaction and loyalty.

It provides customers with systematic, comprehensive and real-time competitive information on the rail transit industry, helps them understand the strengths and weaknesses of competitors, evaluate their competitiveness and market position, formulate more targeted and competitive market strategies for them, and improve their market share and brand influence in the rail transit industry.

It provides customers with innovative, forward-looking and feasible opportunity information of the rail transit industry, helps them identify and tap the potential demand and future direction of the market, provides them with products and services that are more in line with market trends and customer expectations, and creates more market opportunities and growth space for them.