Definition and importance of market research

Market research is an activity of collecting, analyzing and reporting market information in order to solve specific market problems, and it is one of the important services provided by consulting firms. Market problems refer to the problems or challenges encountered by the consulting firm's clients in the market, such as market demand, market competition, market opportunities, market risks, etc. Market information refers to data and information related to market issues, such as market size, market structure, market trends, market preferences, market behavior, etc. The purpose of market research is to help the clients of consulting firms understand the current situation and future of the market, formulate and implement effective market strategies and actions, and improve the competitiveness and profitability of the market.

Market research has a very important role and value in the services of consulting firms. First of all, market research can provide valuable market insights and suggestions to the clients of consulting companies, help them grasp the changes and opportunities of the market, avoid the risks and challenges of the market, and create the advantages and values of the market. Secondly, market research can provide useful market feedback and evaluation for the clients of consulting firms, help them monitor and improve the performance and effect of the market, enhance the satisfaction and loyalty of the market, and promote the development and innovation of the market. Finally, market research can improve the credibility and competitiveness of consulting firms, increase the business and income of consulting firms, and expand the influence and reputation of consulting firms.

Market Research Process and Methods

The process of market research refers to the various stages and links of market research, which is the core work and process of market research. The process of market research generally includes the following steps:

Identify the objectives and issues of the market survey, I .e., identify the main objectives and specific issues of the market survey, as well as the expected results and outputs of the market survey.

Design the scheme and method of market research, that is, select the appropriate type, scope, field, theme, etc. of market research, as well as the data source, data collection method, data analysis method, etc.

Perform market research activities and tasks, that is, in accordance with the market research program and methods, market research data collection, data collation, data analysis, as well as market research quality control, progress control, cost control.

Report the results and recommendations of market research, that is, according to the objectives and problems of market research, the preparation and presentation of market research reports and recommendations, as well as market research.Conclusionand meaning.

The method of market research refers to the specific tools and techniques of market research, which is the core content and competitiveness of market research. Market survey methods can be classified and distinguished according to different standards. For example, according to the nature of the data and the degree of quantification, market survey methods can be divided into quantitative methods and qualitative methods. According to the source and acquisition of data, market survey methods can be divided into first-hand data methods and second-hand data methods. According to the analysis and processing of data, market survey methods can be divided into descriptive methods and inferential methods. The method of market research should be selected and combined according to the objectives and problems of market research, the type and scope of market research, and the data and information of market research to ensure the effectiveness of market research.

Accuracy, I .e., market research reports and recommendations should reflect the truthfulness and objectivity of market research data and information, as well as the logic and laws of market research analysis and interpretation, to avoid market research errors and deviations.

Reliability, I .e., market research reports and recommendations should have sufficient data and information on the quantity and quality, as well as adequate analysis and interpretation of evidence and justification to improve the reliability and validity of market research.

Usefulness, I .e., market research reports and recommendations should have relevance and importance to the objectives and issues of the market research, as well as matching and exceeding the needs and expectations of the customers of the market research, improving the practicality and effectiveness of the market research.

Timeliness, I .e., market research reports and recommendations should be provided to market research clients in a timely manner to meet the urgency and urgency of market research clients and to improve the timeliness and agility of market research.

The market research company should report the results and recommendations of the market research in the following ways:

Establish and improve the preparation and presentation system of market research reports and recommendations, including the format, structure, content and style of market research reports and recommendations, as well as the presentation methods, presentation tools and presentation effects of market research reports and recommendations.

Establish and improve the transmission and communication system of market research reports and recommendations, including the transmission channels, transmission time and transmission objects of market research reports and recommendations, as well as the communication purpose, communication methods and communication skills of market research reports and recommendations.

Establish and improve the evaluation and improvement system of market research reports and recommendations, including market research reports and recommendations of evaluation indicators, evaluation methods, evaluation tools, etc., as well as market research reports and recommendations of improvement measures, improvement effects, improvement incentives, etc.

Case Sharing of Market Research Company

In order to better explain the process and methods of market research, as well as the results and recommendations of market research, this article will share the success stories of three market research companies, namely:

Case 1: An international consulting company conducted a market survey on the Chinese automotive market for a multinational automotive company to help it formulate and implement its entry and expansion strategy for the Chinese market.

Case 2: A local consulting company conducted a market survey on consumer shopping behavior and preferences for a domestic e-commerce platform to help it optimize and improve the platform's user experience and user satisfaction.

Case 3: A professional consulting firm conducted a market survey on hotel service quality and customer loyalty for an international hotel group to help it improve and maintain the competitiveness and profitability of its hotels.

The following is a detailed description of these three cases:

Case 1: An international consulting firm conducted a market survey on China's automobile market for a multinational automobile company

Objectives and questions of market research

A multinational automobile company plans to enter and expand the Chinese market, but does not know much about the situation and opportunities in the Chinese market, so it entrusts an international consulting company to conduct a market survey on the Chinese automobile market to help it formulate and implement its entry and expansion strategy in the Chinese market. The main purpose of market research is to answer the following questions:

What are the size, structure, trends, demands, preferences, competition, opportunities, threats, etc. of China's auto market?

What are the characteristics, behavior, motivation, satisfaction, loyalty, etc. of consumers in the Chinese auto market?

What are the impact and challenges of laws, policies, culture, environment and other factors on automobile companies in China's automobile market?

What are the best market segmentation, target market, positioning strategy, product strategy, price strategy, promotion strategy, channel strategy, etc. for the Chinese auto market?

Market research programs and methods

International Consulting has designed a comprehensive market research programme for multinational automotive companies, using a variety of market research methods, including:

First-hand data methods, that is, through questionnaires, in-depth interviews, focus groups, experiments, observations, etc., directly from consumers, competitors, partners, experts, etc. in the Chinese auto market to obtain relevant data and information.

Second-hand data method, that is, through the network, database, reports, literature, media and other ways to indirectly obtain the relevant data and information of China's automobile market.

Quantitative methods, that is, through mathematics, statistics, measurement, etc., to quantify, measure, analyze, and interpret the collected data in order to obtain objective, specific, and verifiable results and recommendations.

Qualitative methods, that is, through text, images, sounds, etc., classify, encode, interpret, and summarize the collected information in order to obtain subjective, abstract, and interpretable results and recommendations.

Market research activities and tasks

In accordance with the programme and methodology of market research, international consulting firms have carried out the following market research activities and tasks:

The questionnaire survey, that is, through the Internet, telephone, email, etc., distributed a questionnaire containing questions about the purchase, use, and evaluation of cars to consumers in the Chinese auto market, and collected about 5000 valid answers.

In-depth interviews, that is, through face-to-face, video, recording, etc., conducted one-to-one in-depth interviews with competitors, partners, and experts in the Chinese auto market, and collected information about the auto market situation, market opportunities, and market threats. About 100 interviews were conducted.

Focus groups, that is, through invitation, organization, guidance, etc., conducted many group discussions with consumers in the Chinese automobile market, and collected information about automobile demand, preferences, satisfaction, loyalty, etc., and conducted a total of About 20 focus groups.

The experiment, that is, through design, implementation, observation, recording, etc., conducted many experiments on consumers in the Chinese auto market, and collected data on car purchase behavior, use behavior, and evaluation behavior. 10 experiments.

Observation, that is, through covert, open, direct, and indirect methods, consumers, competitors, partners, experts, etc. in the Chinese automobile market have been observed many times, and collected about the automobile market environment, market behavior, and market reactions. About 50 observations were conducted on other aspects of information.

The Internet, that is, through search engines, databases, websites, social media, etc., obtains relevant data and information about the Chinese automobile market, including automobile sales, market share, brand rankings, customer evaluations, industry reports, policies and regulations, etc.

The report, that is, through text, charts, images, sounds, etc., compiles and presents a market research report on the Chinese automobile market, including the background, objectives, methods, results, analysis, recommendations, conclusions, etc. of the market research.

Market research results and recommendations

According to the data and information of market research, as well as the analysis and interpretation of market research, the international consulting company provides the following market research results and suggestions for multinational automobile companies:

The size, structure, trends, needs, preferences, competition, opportunities, threats, etc. of the Chinese automotive market are:

Scale: China's auto market is the largest in the world.

Structure: The structure of China's automobile market is relatively complex, mainly composed of passenger cars and commercial vehicles. Passenger cars are divided into car, SUV, MPV, mini-car and other market segments, and commercial vehicles are divided into light commercial vehicles., Heavy commercial vehicles and other market segments.

Trend: The trend of China's automobile market is diversified, personalized, intelligent, and green, that is, consumer needs and preferences are becoming more and more diversified and personalized, and automobile technologies and functions are becoming more and more intelligent and environmentally friendly.

Demand: the demand of China's automobile market is strong, mainly affected by the following factors: demographic factors, that is, China's population size and population structure have a greater impact on the demand for cars; economic factors, that is, China's economic growth and economic structure have a greater impact on the demand for cars; social factors, that is, China's social changes and social psychology have a greater impact on the demand for cars; policy factors, that is, China's government policies and laws and regulations have a greater impact on the demand for cars.

Preference: The preferences of China's auto market are diverse, which are mainly affected by the following factors: geographical factors, that is, the preferences of different regions in China are quite different; age factors, that is, the preferences of different age groups in China are quite different; gender factors, that is, the preferences of different genders in China are quite different; income factors, that is, China's different income levels of car preference has a larger difference.

Competition: The competition in China's automobile market is fierce, mainly composed of competitors in the following aspects: domestic brands, that is, Chinese local automobile brands, such as Changan, Geely, BYD, etc.; international brands, that is, foreign automobile brands, such as Volkswagen, Toyota, Honda, etc.; joint venture brands, that is, partners of domestic and foreign automobile brands, such as SAIC Volkswagen, FAW Toyota, Dongfeng Honda, etc.; new energy brands, that is, car brands that focus on new energy vehicles, such as Tesla, Weilai, and Xiaopeng.

Opportunities: the opportunities in China's automobile market are huge, mainly composed of the following opportunities: market potential, that is, the development space and growth potential of China's automobile market is still very large, especially in the central and western regions and third-and fourth-tier cities; market segmentation, that is, there are many opportunities in the market segmentation of China's automobile market, especially in SUV, MPV, new energy vehicles, etc.; market innovation, that is, there are many innovation opportunities in China's automobile market, especially in the aspects of intelligence, Internet, sharing and so on.

Threats: The threat of China's auto market exists, mainly composed of the following threats: market saturation, that is, the growth rate of China's auto market has slowed down, market competition has intensified, and market profits have declined; market changes, That is, the demand and preferences of the Chinese auto market have changed, the market environment and policies have changed, market risks and challenges have increased; market substitution, that is, alternative products and services in China's automobile market have increased, such as public transportation, shared travel, bicycles, etc.

The best market segmentation, target market, positioning strategy, product strategy, price strategy, promotion strategy, channel strategy, etc. of China's automobile market are:

Market segmentation: According to the characteristics of the region, age, gender, and income of consumers in the Chinese auto market, the Chinese auto market is subdivided into the following market segments: high-income male consumers in first-tier cities, middle-income male consumers in second-tier cities, Low-income male consumers in third-and fourth-tier cities, high-income female consumers in first-tier cities, middle-income female consumers in second-tier cities, and low-income female consumers in third-tier cities.

Target market: according to the scale, growth, competition, profit and other factors of China's automobile market segment, the following target markets are selected: high-income male consumers in first-tier cities, middle-income male consumers in second-tier cities, and high-income female consumers in first-tier cities.

Positioning strategy: According to the needs and preferences of the target market of China's automobile market, as well as the advantages and characteristics of multinational automobile companies, choose the following positioning strategies: high-income male consumers in first-tier cities are positioned as high-end, luxury and performance automobile brands; middle-income male consumers in second-tier cities are positioned as mid-range, comfortable and practical automobile brands; high-income female consumers in first-tier cities, positioning for high-end, fashion, personality of the car brand.

Product strategy: According to the positioning strategy of China's automobile market and the product lines and product characteristics of multinational automobile companies, choose the following product strategies: high-income male consumers in first-tier cities launch high-end, luxury and performance cars and SUV products, such as Mercedes-Benz, BMW, Audi, etc.; middle-income male consumers in second-tier cities launch mid-range, comfortable and practical cars and MPV products, such as Volkswagen, Toyota, Honda, etc.; high-income female consumers in first-tier cities have launched high-end, fashionable and personalized cars and SUV products, such as MINI, Lexus, Volvo, etc.

Price strategy: according to the income level and purchasing power of the target market of China's automobile market, as well as the cost and profit of multinational automobile companies, choose the following price strategy: high-income male consumers in first-tier cities adopt high-price strategy to reflect the brand image of high-end, luxury and performance of automobiles, and improve the profit margin of automobiles; middle-income male consumers in second-tier cities adopt medium-price strategy, in order to reflect the mid-range, comfortable and practical brand image of the car, while maintaining the competitiveness of the car; high-income female consumers in first-tier cities adopt high-price strategies to reflect the high-end, fashionable, and individual brand image of the car, while improving the car Profit margins.

Promotion strategy: According to the purchase behavior and purchase motivation of the target market of China's automobile market, as well as the market objectives and market strategies of multinational automobile companies, choose the following promotion strategies: high-income male consumers in first-tier cities adopt brand promotion strategies, through advertising, public relations, sponsorship and other ways to improve the brand awareness and brand image of automobiles, and at the same time increase the brand loyalty of automobiles; middle-income male consumers in second-tier cities, adopt sales promotion strategies, through discounts, coupons, gifts, etc., to stimulate car sales and sales, while increasing car market share; high-income female consumers in first-tier cities adopt brand promotion strategies, through advertising, public relations, Sponsorship and other methods to improve the brand awareness and brand image of the car, while increasing the brand loyalty of the car.

Channel strategy: According to the distribution and characteristics of the target market of China's automobile market, as well as the channel resources and channel capabilities of multinational automobile companies, choose the following channel strategies: high-income male consumers in first-tier cities adopt direct channel strategies, through their own stores, service centers, websites and other ways, directly provide consumers with automobile sales and services, while improving automobile channel control and channel efficiency; middle-income male consumers in second-tier cities adopt indirect channel strategies to indirectly provide consumers with car sales and services through cooperative dealers, agents, websites, etc., while improving car channel coverage and channel cooperation; high-income female consumers in first-tier cities adopt direct channel strategies to directly provide consumers with car sales and services through their own specialty stores, service centers, websites, etc, at the same time, improve the channel control and channel efficiency of the car.

Case 2: A local consulting firm conducted a market survey on consumer shopping behavior and preferences for a domestic e-commerce platform

Objectives and questions of market research

A domestic e-commerce platform wants to optimize and improve the user experience and user satisfaction of its platform, but it is not clear about the shopping behavior and preferences of its platform users. Therefore, it commissioned a local consulting company to conduct a market survey on consumer shopping behavior and preferences to help it improve and perfect the functions and services of the platform. The main purpose of market research is to answer the following questions:

What are the characteristics, number, distribution and structure of users of e-commerce platforms?

What are the frequency, time, place, method, and amount of shopping behavior of users of the e-commerce platform?

What are the types, categories, brands, prices, quality, services, etc. of shopping preferences of users of e-commerce platforms?

What are the shopping motivation, shopping demand, shopping satisfaction, shopping loyalty, etc. of the users of the e-commerce platform?

What are the shopping problems, shopping problems, shopping suggestions, shopping expectations, etc. of the users of the e-commerce platform?

Market research programs and methods

The local consulting company designed a simple and effective market research program for the e-commerce platform, using the following market research methods:

First-hand data method, that is, through questionnaires, in-depth interviews, focus groups and other ways, directly from the e-commerce platform users to obtain relevant data and information.

Quantitative methods, that is, through mathematics, statistics, measurement, etc., to quantify, measure, analyze, and interpret the collected data in order to obtain objective, specific, and verifiable results and recommendations.

Qualitative methods, that is, through text, images, sounds, etc., classify, encode, interpret, and summarize the collected information in order to obtain subjective, abstract, and interpretable results and recommendations.

Market research activities and tasks

According to the scheme and method of market research, the local consulting company has carried out the following market research activities and tasks:

The questionnaire survey, that is, through the website of the e-commerce platform, APP, WeChat, etc., distributed a questionnaire containing questions about shopping behavior and preferences to users of the e-commerce platform, and collected about 10000 valid answers.

In-depth interviews, that is, one-on-one in-depth interviews with users of e-commerce platforms through telephone, video, recording, etc., collected information on shopping motivation, shopping demand, shopping satisfaction, shopping loyalty, etc. About 200 interviews were conducted.

Focus groups, that is, through invitation, organization, guidance, etc., conducted many group discussions with users of the e-commerce platform, and collected information on shopping problems, shopping problems, shopping suggestions, shopping expectations, etc., and conducted a total of about 20 Focus groups.

The report, that is, through text, charts, images, sounds, etc., compiles and presents a report on consumer shopping behavior and local consulting companies based on market research data and information, as well as market research analysis and interpretation, providing e-commerce platforms The following market survey results and recommendations:

The characteristics, number, distribution and structure of users of e-commerce platforms are as follows:

Features: the users of e-commerce platform are mainly young, urban, educational, income and Internet consumers. They have high interest and enthusiasm for shopping, high requirements and expectations for shopping, and more experience and knowledge for shopping.

Quantity: The number of users of the e-commerce platform is about 0.1 billion, accounting for about 10% of Chinese netizens. It is one of the largest e-commerce platforms in China.

Distribution: The users of e-commerce platforms are distributed all over the country, but mainly in the eastern and southern regions, with first-tier cities and second-tier cities as the main ones.

Structure: The user structure of the e-commerce platform is relatively balanced.

The frequency, time, place, method and amount of shopping behavior of users of the e-commerce platform are:

Frequency: The shopping frequency of users of the e-commerce platform is relatively high, which is higher than that of users of other e-commerce platforms.

Time: the shopping time of users of e-commerce platform is relatively concentrated, mainly on weekends and holidays, as well as in the evening and lunch break, accounting for about 80% of the shopping time, which is related to the promotion activities of e-commerce platform and users' leisure time.

Location: E-commerce platform users have a variety of shopping locations, mainly at home, office, school, coffee shop and other places, which is related to the convenience of the mobile and PC terminals of the e-commerce platform and the living habits of users.

Mode: The shopping methods of users of the e-commerce platform are relatively flexible, mainly through websites, APP, WeChat, etc., which are related to the multi-channels of the e-commerce platform and the user's usage habits.

Amount: The amount of shopping for users of the e-commerce platform is relatively moderate, which is related to the price strategy of the e-commerce platform and the user's spending power.

The type, category, brand, price, quality, service, etc. of shopping preferences of users of the e-commerce platform are:

Type: The shopping types of users of e-commerce platforms are relatively diverse, mainly including physical goods and virtual goods. Among them, physical goods are divided into daily necessities, clothing, shoes and hats, household goods, digital products, etc., and virtual goods are divided into games, music, and videos., E-books, etc.

Category: E-commerce platform users have a wide range of shopping categories, mainly including clothing, shoes and hats, digital products, beauty and personal care, books, audio and video, food and beverages, among which clothing, shoes and hats and digital products are the most popular categories, accounting for about 50% of shopping categories.

Brand: The shopping brands of e-commerce platform users are diverse, mainly including domestic brands and international brands, of which domestic brands are divided into private brands and third-party brands, and international brands are divided into direct brands and agency brands. E-commerce platform users pay different attention to the brand, some users pay more attention to the brand's popularity and image, and some users pay more attention to the cost performance and quality of the brand.

Price: the shopping price of users of e-commerce platform is more sensitive, which is mainly affected by income level and purchase motivation. Some users prefer low price and preferential goods, while others prefer high price and quality goods. Users of e-commerce platforms have a strong ability to compare and judge prices, and often compare and choose prices on different platforms and channels.

Quality: e-commerce platform users pay more attention to the quality of shopping, mainly affected by product characteristics and service guarantee, some users pay more attention to the function and performance of the product, some users pay more attention to the appearance and design of the product. Users of the e-commerce platform have a strong ability to evaluate and feedback on quality, and often evaluate and feedback on the platform, as well as refer to the evaluation and feedback of other users.

Services: e-commerce platform users pay more attention to shopping services, mainly affected by the characteristics of the platform and user needs, some users pay more attention to the platform's logistics and distribution, some users pay more attention to the platform's after-sales and return. Users of the e-commerce platform have strong requirements and expectations for services, and often carry out service requirements and expectations on the platform, as well as refer to the requirements and expectations of other users.

The shopping motivation, shopping demand, shopping satisfaction, shopping loyalty, etc. of the users of the e-commerce platform are:

Shopping motivation: the shopping motivation of users of e-commerce platform is more complex, mainly including functional motivation and emotional motivation, in which functional motivation is divided into basic needs and value-added needs, emotional motivation is divided into hedonic needs and social needs. The shopping motivation of users of e-commerce platform will change with time, place, occasion, mood and other factors, sometimes more driven by functional motivation, sometimes more driven by emotional motivation.

Shopping demand: the shopping demand of the users of the e-commerce platform is relatively clear, mainly including product demand and service demand, in which the product demand is divided into functional demand and quality demand, and the service demand is divided into speed demand and guarantee demand. The shopping needs of users of e-commerce platforms will change with the changes of products and services. Sometimes they pay more attention to the function and quality of products, and sometimes they pay more attention to the speed and guarantee of services.

Shopping satisfaction: the shopping satisfaction of users of e-commerce platform is relatively high, mainly including product satisfaction and service satisfaction, in which product satisfaction is divided into function satisfaction and quality satisfaction, and service satisfaction is divided into speed satisfaction and guarantee satisfaction. The shopping satisfaction of users of e-commerce platforms will change with the process and results of shopping. Sometimes they are satisfied with products and services, sometimes they are not satisfied with products and services, and sometimes they are different from products and services.

Shopping loyalty: The shopping loyalty of users of e-commerce platforms is relatively high, mainly including repeat purchases and recommend purchases, in which repeat purchases are divided into purchase frequency and purchase amount, and recommend purchases are divided into word-of-mouth communication and social sharing. The shopping loyalty of users of e-commerce platforms will change with the satisfaction and expectation of shopping. Sometimes they will buy and recommend frequently, sometimes they will buy and recommend occasionally, and sometimes they will stop buying and recommend.

The shopping problems, shopping problems, shopping suggestions, shopping expectations, etc. of users of the e-commerce platform are:

Shopping problems: e-commerce platform users have relatively few shopping problems, mainly including product problems and service problems, in which product problems are divided into inaccurate product description, unqualified product quality, product damage or missing, etc., and service problems are divided into logistics delays, distribution errors, after-sales contact difficulties, etc.

Shopping troubles: e-commerce platform users have more shopping troubles, mainly including product troubles and service troubles. Among them, product troubles are divided into product selection difficulties, product comparison difficulties, product evaluation difficulties, etc. Service troubles are divided into service consultation difficulties, service complaints difficulties, service evaluation difficulties, etc.

Shopping Suggestions: The shopping suggestions of users of the e-commerce platform are more useful, mainly including product suggestions and service suggestions. Among them, product suggestions are divided into product optimization suggestions, product innovation suggestions, product recommend suggestions, etc., and service suggestions are divided into service improvement suggestions, service expansion suggestions, service reward suggestions, etc.

Shopping expectations: e-commerce platform users have relatively high shopping expectations, mainly including product expectations and service expectations, in which product expectations are divided into product function expectations, product quality expectations, product appearance expectations, etc., service expectations are divided into service speed expectations, service guarantee expectations, service attitude expectations.

The optimization and promotion strategies and methods for the best user experience and user satisfaction of the e-commerce platform are:

User experience: The user experience of the e-commerce platform refers to the user's feelings and evaluations in the process of using the e-commerce platform, which is an important factor affecting the user's shopping behavior and preferences. The user experience of the e-commerce platform should have the following characteristics: ease of use, that is, the function and operation of the e-commerce platform should be simple, convenient and fast, so that users can easily complete all aspects of shopping; Interesting, that is, the content and form of the e-commerce platform should be rich, diverse and interesting, so that users can enjoy the shopping process and fun; Security, that is, the data and information of the e-commerce platform should be safe, reliable and confidential, so that users can safely carry out shopping transactions and payments.

User satisfaction: the user satisfaction of the e-commerce platform refers to the user's satisfaction and loyalty to the products and services of the e-commerce platform, which is an important factor affecting the user's shopping motivation and demand. The user satisfaction of the e-commerce platform should have the following characteristics: matching, that is, the products and services of the e-commerce platform should meet the needs and expectations of users, so that users can feel the value and effect of shopping; transcendence, that is, e-commerce The products and services of the platform should exceed the needs and expectations of users, so that users can feel the surprise and touch of shopping; continuity, that is, the products and services of the e-commerce platform should maintain a certain level and quality, so that users can feel the stability and trust of shopping.

E-commerce platforms should optimize and improve user experience and user satisfaction in the following ways:

Optimize and improve the functions and operations of the e-commerce platform, including optimizing and improving the search, screening, sorting, comparison, collection, purchase, payment, evaluation and other functions of the e-commerce platform, as well as optimizing and improving the interface, navigation, prompt, feedback and other operations of the e-commerce platform.

Optimize and improve the content and form of the e-commerce platform, including optimizing and improving the product description, product picture, product video, product evaluation and other content of the e-commerce platform, as well as optimizing and improving the color, font, layout, animation and other forms of the e-commerce platform.

Optimize and improve the data and information of the e-commerce platform, including optimizing and improving the data collection, data analysis and data display of the e-commerce platform, as well as optimizing and improving the information security, information confidentiality and information update of the e-commerce platform.

Optimize and improve the products and services of the e-commerce platform, including optimizing and improving the product selection, product optimization and product innovation of the e-commerce platform, as well as optimizing and improving the service speed, service guarantee and service attitude of the e-commerce platform.

Case 3: A professional consulting firm conducted a market survey on hotel service quality and customer loyalty for an international hotel group

Objectives and questions of market research

An international hotel group wants to improve and maintain the competitiveness and profitability of its hotels, but is not very clear about the service quality and customer loyalty of its hotels, so it entrusts a professional consulting company to conduct a market survey on hotel service quality and customer loyalty to help it improve and perfect the service and management of its hotels. The main purpose of market research is to answer the following questions:

What are the dimensions, standards, levels and influencing factors of hotel service quality?

What are the dimensions, standards, levels and influencing factors of hotel customer loyalty?

What is the relationship, function and effect of hotel service quality and customer loyalty?

What are the hotel's service quality and customer loyalty problems, difficulties, suggestions, expectations, etc?

Market research programs and methods

The professional consulting firm has designed a systematic and comprehensive market research program for international hotel groups, using the following market research methods:

First-hand data method, that is, through questionnaires, in-depth interviews, mysterious customers and other ways, directly from the hotel's customers to obtain relevant data and information.

Second-hand data method, that is, through the network, database, reports, literature, media and other ways to indirectly obtain the hotel's relevant data and information.

Quantitative methods, that is, through mathematics, statistics, measurement, etc., to quantify, measure, analyze, and interpret the collected data in order to obtain objective, specific, and verifiable results and recommendations.

Qualitative methods, that is, through text, images, sounds, etc., classify, encode, interpret, and summarize the collected information in order to obtain subjective, abstract, and interpretable results and recommendations.

Market research activities and tasks

Professional consulting firms in accordance with the market research program and methods, the implementation of the following market research activities and tasks:

Questionnaire survey, that is, through email, SMS, WeChat and other methods, distributed a questionnaire containing questions about hotel service quality and customer loyalty to hotel customers, and collected about 5000 valid answers.

In-depth interviews, that is, one-on-one in-depth interviews with hotel customers through telephone, video, recording, etc., collected information on hotel service quality and customer loyalty, and conducted about 100 interviews.

Mysterious customers, that is, through employment, training, assignment, etc., have conducted many secret tests and evaluations of hotel services, collected data on hotel service quality and customer loyalty, and conducted about 50 mysterious customers.

Report, that is, through text, charts, images, sound, etc., to prepare and present a market research report on hotel service quality and customer loyalty, including the background, objectives, methods, results, analysis, recommendations, conclusions, etc. of the market research.

Market research results and recommendations

According to the data and information of market research, as well as the analysis and interpretation of market research, professional consulting companies provide the following market research results and suggestions for international hotel groups:

The dimensions, standards, levels and influencing factors of the hotel's service quality are:

Dimension: the service quality of the hotel can be measured from the following five dimensions: reliability, that is, whether the hotel's service can be provided according to the promised and expected standards and time; responsiveness, that is, whether the hotel's service can respond to and solve the customer's needs and problems in a timely manner; assurance, that is, whether the hotel's service can make customers feel safe and trusted; tangibility, that is, whether the hotel's services can provide good facilities, equipment, environment, etc.; compassion, that is, whether the hotel's services can reflect the care and respect for customers.

Standard: The standard of the hotel's service quality can be determined from the following two aspects: customer expectations, that is, the minimum requirements and highest wishes of the customer's service; the hotel's commitment, that is, the minimum guarantee and highest goal of the hotel's service to the customer.

Level: The level of the hotel's service quality can be evaluated from the following three aspects: customer satisfaction, that is, the actual feeling and evaluation of the hotel's service; the performance of the hotel, that is, the actual provision and implementation of the hotel's service; the service quality gap, that is, the difference between the actual level and the expected level of the hotel's service.

Influencing factors: the influencing factors of hotel service quality can be analyzed from the following four aspects: customer factors, that is, the influence of customer demand, expectation, preference and psychology on the service quality of the hotel; hotel factors, that is, the influence of hotel resources, ability, management and culture on the service quality of the hotel; service factors, that is, the type of service, process, results, evaluation and other impact on the quality of service of the hotel; environmental factors, that is, the physical environment, social, legal, competition and other impact on the quality of service of the hotel.

The dimensions, standards, levels, and influencing factors of hotel customer loyalty are:

Dimensions: Hotel customer loyalty can be measured from the following two dimensions: behavioral loyalty, that is, whether customers will repeat the choice and recommend of hotel services; Attitude loyalty, that is, whether customers will have positive feelings and recognition of hotel services.

Standard: The standard of hotel customer loyalty can be determined from the following two aspects: customer behavior, that is, customer repeat purchase rate, recommend purchase rate, purchase amount, etc.; customer attitude, that is, customer satisfaction, trust, commitment, etc.

Level: The level of the hotel's customer loyalty can be evaluated from the following three aspects: customer loyalty, that is, the actual behavior and attitude of the customer's service to the hotel; hotel loyalty, that is, the actual provision and maintenance of the hotel's service to the customer; customer loyalty gap, that is, the difference between the actual level and the expected level of the hotel's customer loyalty.

Influencing factors: the influencing factors of hotel customer loyalty can be analyzed from the following four aspects: customer factors, that is, the influence of customer demand, expectation, preference, psychology and so on on hotel customer loyalty; hotel factors, that is, the influence of hotel resources, ability, management, culture and so on on hotel customer loyalty; service factors, that is, the type of service, process, results, evaluation, etc. on the hotel's customer loyalty; environmental factors, that is, the environment of physical, social, legal, competition, etc. on the hotel's customer loyalty.

The relationship, function and effect of hotel service quality and customer loyalty are:

Relationship: There is a positive causal relationship between hotel service quality and customer loyalty, that is, the higher the service quality of the hotel, the higher the customer loyalty, and vice versa. There is also a two-way interaction between the hotel's service quality and customer loyalty, that is, the hotel's service quality will affect customer loyalty, and customer loyalty will also be fed back to the hotel's service quality.

Role: the hotel's service quality and customer loyalty has an important role, that is, the hotel's service quality is to improve and maintain customer loyalty, customer loyalty is to improve and maintain the hotel's competitiveness and profitability of the key factors.

Effect: There is a significant effect between the hotel's service quality and customer loyalty, that is, the promotion and maintenance of the hotel's service quality will bring about the promotion and maintenance of customer loyalty, and the promotion and maintenance of customer loyalty will bring about the promotion and maintenance of hotel competitiveness and profitability.

The problems, difficulties, suggestions and expectations of the hotel's service quality and customer loyalty are:

Problem: Hotel service quality and customer loyalty there are some problems, including the quality of service is not stable, inconsistent, do not meet customer expectations, customer loyalty is not high, unstable, not lasting and so on.

Difficulties: The hotel's service quality and customer loyalty are facing some difficulties, mainly including the cost and difficulty of improving and maintaining service quality, and the competition and challenge of improving and maintaining customer loyalty.

Suggestion: The hotel's service quality and customer loyalty need some suggestions, mainly including continuous improvement, innovation, differentiation, etc. of service quality, continuous attention, rewards, and maintenance of customer loyalty.

Expectations: the hotel's service quality and customer loyalty have some expectations, mainly including the service quality to achieve and exceed customer expectations, customer loyalty to achieve and exceed the expectations of the hotel.

The problems, difficulties, suggestions and expectations of the hotel's service quality and customer loyalty are:

Problem: Hotel service quality and customer loyalty there are some problems, including the quality of service is not stable, inconsistent, do not meet customer expectations, customer loyalty is not high, unstable, not lasting and so on.

Difficulties: The hotel's service quality and customer loyalty are facing some difficulties, mainly including the cost and difficulty of improving and maintaining service quality, and the competition and challenge of improving and maintaining customer loyalty.

Suggestion: The hotel's service quality and customer loyalty need some suggestions, mainly including continuous improvement, innovation, differentiation, etc. of service quality, continuous attention, rewards, and maintenance of customer loyalty.

Expectations: the hotel's service quality and customer loyalty have some expectations, mainly including the service quality to achieve and exceed customer expectations, customer loyalty to achieve and exceed the expectations of the hotel.