Market research is a systematic, purposeful, planned and methodical activity that provides decision support for enterprises by collecting, analyzing and interpreting market-related information. The objects of market research include the size, structure, distribution, competition, changes, trends, opportunities and challenges of the market, as well as the characteristics, needs, preferences, behaviors, satisfaction, loyalty and feedback of consumers. The methods of market research include qualitative research and quantitative research, qualitative research mainly uses in-depth interviews, focus groups, observation methods, quantitative research mainly uses questionnaires, experimental methods, mathematical statistics and so on.

The role and status of market research refers to the role and importance of market research in enterprise management, that is, market research is the strategic support of enterprise management and an important means for enterprises to achieve market orientation, customer orientation, competition orientation and social orientation. Specifically, the role and status of market research include the following aspects:

Market-oriented strategic support. Market-oriented refers to the business philosophy and behavior of enterprises that are market-oriented, meet market demand as the goal, adapt to market changes as the driving force, and create market value as the mission. Market research is the strategic support of market orientation, and it is an important means for enterprises to understand and meet market demand, adapt and lead market changes, and create and transmit market value. Market research can help enterprises analyze and predict the current situation and future of the market, identify and grasp the opportunities and challenges of the market, formulate and implement effective market strategies, and improve the market performance and market competitiveness of enterprises.

Customer-oriented strategic support. Customer-oriented refers to the business philosophy and behavior of enterprises that are customer-oriented, meet customer needs as the goal, increase customer satisfaction as the driving force, and establish customer relationships as the mission. Market research is the strategic support of customer orientation, and it is an important means for enterprises to understand and meet customer needs, increase and maintain customer satisfaction, and establish and maintain customer relationships. Market research can help companies collect and analyze customer characteristics, needs, preferences, behavior, satisfaction, loyalty and feedback information, design and provide products or services that meet customer needs, improve product performance and customer loyalty.

Competition-oriented strategic support. Competition-oriented refers to the business philosophy and behavior of enterprises that are competition-oriented, with the goal of surpassing competitors, with the promotion of competitive advantage as the driving force, and the mission of achieving competitive differentiation. Market research is the strategic support of competition orientation, and it is an important means for enterprises to analyze and deal with competitors, enhance and highlight competitive advantages, and realize and maintain competitive differentiation. Market research can help companies understand and evaluate competitors' strategies, strengths, weaknesses, behaviors and reactions, formulate and implement effective competitive strategies, and improve their brand performance and market position.

Social-oriented strategic support. Social orientation refers to the business philosophy and behavior of enterprises that are society-oriented, meet social needs as the goal, increase social responsibility as the driving force, and enhance social influence as the mission. Market research is the strategic support of social orientation and an important means for enterprises to understand and meet social needs, increase and fulfill social responsibilities, and enhance and expand social influence. Market research can help enterprises understand and evaluate the needs, expectations, values and responsibilities of the society, formulate and implement effective social responsibility strategies, and improve the innovation performance and social reputation of enterprises.

The embodiment of the role and status of market research refers to the specific application and contribution of market research in enterprise management, that is, market research can help enterprises to formulate and implement market strategy, product strategy, brand strategy, innovation strategy and social responsibility strategy, and improve the market performance, product performance, brand performance, innovation performance and social performance of enterprises. Specifically, the role and status of market research include the following aspects:

Market strategy development and implementation. Market strategy is the action plan for an enterprise to achieve its market objectives, including market positioning, market segmentation, market selection, market mix, market entry, market development, market maintenance, etc. Market research can help companies determine appropriate market goals and expectations based on market needs and trends, formulate and implement effective market strategies, increase market share and share, and increase market growth and profits.

Product strategy development and implementation. Product strategy is an action plan for an enterprise to achieve product goals, including product design, product development, product testing, product promotion, product pricing, product distribution, product service, etc. Market research can help companies determine appropriate product goals and expectations based on customer needs and preferences, formulate and implement effective product strategies, improve product quality and performance, and increase product satisfaction and loyalty.

Brand strategy formulation and implementation. Brand strategy is an action plan for an enterprise to achieve brand goals, including brand positioning, brand recognition, brand communication, brand alliance, brand extension, brand maintenance, etc. Market research can help companies determine appropriate brand goals and expectations based on competitive advantages and differences, formulate and implement effective brand strategies, increase brand awareness and loyalty, and increase brand value and influence.

Development and implementation of innovation strategies. Innovation strategy is an action plan for an enterprise to achieve its innovation goals, including innovative ideas, innovative models, innovative projects, innovative processes, innovative resources, and innovative culture. Market research can help enterprises to determine the appropriate innovation goals and expectations according to the changes and needs of the market, formulate and implement effective innovation strategies, improve the ability and efficiency of innovation, and improve the performance and contribution of innovation.

Development and implementation of social responsibility strategies. Social responsibility strategy is an action plan for enterprises to achieve social responsibility goals, including social responsibility concept, social responsibility field, social responsibility project, social responsibility input, social responsibility evaluation, social responsibility report, etc. Market research can help enterprises determine appropriate social responsibility goals and expectations according to the needs and expectations of society, formulate and implement effective social responsibility strategies, improve the performance and dissemination of social responsibility, and improve the performance and reputation of social responsibility.

Conclusion

Market research is a method of collecting, analyzing, and interpreting market-related information designed to help companies make better decisions. The role and status of market research refers to the role and importance of market research in enterprise management, that is, market research is the strategic support of enterprise management and an important means for enterprises to achieve market orientation, customer orientation, competition orientation and social orientation. The embodiment of the role and status of market research refers to the specific application and contribution of market research in enterprise management, that is, market research can help enterprises to formulate and implement market strategy, product strategy, brand strategy, innovation strategy and social responsibility strategy, and improve the market performance, product performance, brand performance, innovation performance and social performance of enterprises.