Definition and purpose of 1. market research

Market Research (Market Research) is a process of systematically collecting, recording, analyzing and interpreting market-related information in order to provide a useful basis and guidance for market decision-making. The main purpose of market research is to help companies understand the current situation and trends of the market, identify and evaluate market opportunities and threats, determine and meet market needs and expectations, formulate and implement effective market strategies, and improve market performance and competitiveness.

The object of market research can be the market itself or various elements of the market, such as consumers, competitors, channels, policies, and the environment. The methods of market research can be divided into two categories: quantitative research and qualitative research. Quantitative research refers to the use of mathematical and statistical methods to objectively and accurately measure and analyze the market through quantitative data and indicators, such as questionnaires, experimental designs, mathematical models, etc. Qualitative research refers to the use of non-mathematical and non-statistical methods, through non-quantitative data and description, subjective and in-depth understanding and interpretation of the market, such as interviews, observations, case studies, focus groups, etc. Market research techniques can be divided into first-hand and second-hand data based on different data sources and collection methods. First-hand information refers to the raw and unprocessed data collected directly from the market by market researchers, such as questionnaires, interviews, observations, etc. Second-hand information refers to the market researchers indirectly from the existing data sources to obtain the collated and analyzed data, such as reports, literature, databases and so on.

The process and steps of market research generally include the following:

Determine the objectives and scope of the market survey, clarify the problems and needs to be solved by the market survey, as well as the object and content of the market survey.

Design market research programs and plans, select market research methods and techniques, develop market research time and budget, determine market research samples and indicators.

Collect market research data and information, use first-hand data or second-hand data, or a combination of both, from different channels and ways to obtain market-related data and information.

Analysis of market research data and information, the use of quantitative analysis or qualitative analysis, or a combination of both, the collected data and information to clean up, organize, summarize, classify, compare, calculate, infer, explain and other operations, to obtain market research results and conclusions.

Report the results and conclusions of market research, using text, charts, tables and other forms to summarize and present the results and conclusions of market research, as well as the process and methods of market research, to provide basis and suggestions for market decision-making.

The Importance and Value of 2. Market Research

Market research is of great significance and value to the development and success of enterprises, mainly in the following aspects:

Market research can help enterprises understand the current situation and trends of the market, grasp the dynamics and changes of the market, predict the development and direction of the market, and provide timely and accurate information support for market decision-making.

Market research can help companies identify and assess market opportunities and threats, discover and tap market potential and needs, analyze and judge market risks and challenges, and provide favorable and powerful environmental support for market decision-making.

Market research can help companies identify and meet market needs and expectations, understand and study market goals and preferences, design and develop market products and services, and provide effective and useful market support for market decisions.

Market research can help enterprises to formulate and implement effective market strategies, select and optimize market positioning and segmentation, determine and adjust market prices and promotions, establish and improve market channels and distribution, and provide reasonable and useful strategic support for market decisions.

Market research can help companies improve market performance and competitiveness, monitor and evaluate market effects and feedback, compare and optimize market costs and benefits, enhance and consolidate market share and reputation, and provide continuous and orderly improvement support for market decision-making.

Case Study of 3. Market Research

In order to better show the specific application and practice of market research, this paper selects several typical market research cases of Shangpu Consulting Group, and introduces the purpose, method, result and value of market research from different industries and fields.

1. Market research in the automotive industry

Shangpu Consulting Group provides market research services for an internationally renowned automobile brand, aiming to help the brand understand the consumer needs and preferences in the Chinese market, as well as the strategies and actions of competitors, so as to formulate more appropriate market strategies and product strategies. Shangpu Consulting Group adopts the method of combining quantitative research and qualitative research. Through questionnaire survey, interview, observation, neural marketing and other technologies, it has collected a large number of first-hand data, and also used second-hand data, such as industry reports, media reports, network comments, etc., to carry out in-depth data analysis and information interpretation.

The market survey results of Shangpu Consulting Group show that car consumers in the Chinese market have the following characteristics:

With the continuous improvement of consumers' purchasing power and willingness to buy, cars have changed from luxury goods to necessities. Consumers have higher and higher requirements for the quality, performance, safety, comfort, energy saving and environmental protection of cars.

The personalized and diversified needs of consumers are becoming more and more prominent. Consumers not only pay attention to the function and practicality of the car, but also pay attention to the image and style of the car. Consumers hope that the car can reflect their own personality and value and meet their own different occasions and purposes. The use needs.

Consumers' information acquisition and decision-making methods are becoming more and more diverse and intelligent. Consumers no longer rely solely on traditional advertising and sales staff recommend, but through the Internet, social media, word-of-mouth, test driving, experience, etc. Get more car-related information and evaluation, and make more rational and active decisions.

Consumers' loyalty and satisfaction are declining, consumers' switching costs for automobile brands are getting lower and lower, consumers are more likely to be attracted by new automobile brands and products, and consumers' expectations and requirements for automobile brands and products are getting higher and higher. Consumers have more and more complaints and complaints about automobile brands and products.

The market survey results of Shangpu Consulting Group also show that the automobile competition pattern in the Chinese market has the following characteristics:

The number and scale of competitors are increasing, the competition between international automobile brands and domestic automobile brands is becoming more and more fierce, emerging automobile brands and products are constantly emerging, and the segmentation and diversification of the market are becoming more and more obvious.

The strategies and actions of competitors are constantly changing, competitors continue to carry out product innovation and technological upgrading, launch more new and modified cars, competitors continue to expand the market and optimize channels, and open up more market areas and market segments. Competitors continue to carry out marketing innovation and service improvement, adopt more marketing means and service methods, and enhance communication and interaction with consumers.

The advantages and disadvantages of competitors are constantly changing, the differentiation and homogenization between competitors are more and more difficult to distinguish, the advantages and disadvantages between competitors are more and more offset each other, and the cooperation and competition between competitors are more and more coexisting.

Based on the results of the market survey, Champ Consulting Group made the following recommendations for the international automotive brand:

The brand should make full use of its international reputation and brand image, strengthen its brand advantages and differentiation, improve its brand awareness and recognition, and enhance its brand influence and attractiveness.

The brand should continue to carry out product innovation and technological upgrading, launch more automotive products that meet the needs and preferences of consumers in the Chinese market, improve its product quality and performance, and enhance its product competitiveness and market share.

The brand should continue to expand its market and optimize its channels, open up more market areas and market segments, establish and improve its own sales and service network, improve its market coverage and penetration, and enhance its market influence and loyalty.

The brand should continue to carry out marketing innovation and service improvement, adopt more marketing methods and service methods, communicate and interact more with consumers, improve their market information acquisition and decision support, and enhance their market feedback and satisfaction.

The market research service of Shangpu Consulting Group provides valuable market information and suggestions for the international automobile brand, helping the brand to better understand the consumer demand and preference in the Chinese market, as well as the strategies and actions of competitors, so as to formulate more appropriate market strategies and product strategies, and improve its competitiveness and success rate in the Chinese market.

2. Market research in the medical industry

Shangpu Consulting Group provides market research services for a well-known medical device company in China, aiming to help the company understand the demand and supply of medical devices in the Chinese market, as well as the policies and regulations of the industry, so as to formulate more appropriate product development and marketing strategies. Shangpu Consulting Group uses a combination of quantitative research and qualitative research methods, through questionnaires, interviews, observations, experiments and other techniques, to collect a large number of first-hand data, but also the use of second-hand data, such as industry reports, policy documents, expert papers, etc., in-depth data analysis and information interpretation.

The market survey results of Shangpu Consulting Group show that medical devices in the Chinese market have the following characteristics:

On the demand side, the demand and demand level of medical devices in the Chinese market continue to increase, which is mainly affected by the following factors: population aging, medical security system reform, improvement of medical service level, changes in medical consumption concept, medical technology progress, etc. The demand structure of medical devices in the Chinese market is also constantly changing, from low-end and general medical devices to high-end and special medical devices, from single and functional medical devices to diversified and intelligent medical devices, from traditional and passive medical devices to modern and active medical devices.

On the supply side, the supply and supply level of medical devices in the Chinese market continue to increase, mainly affected by the following factors: government support and encouragement, industry development and growth, enterprise innovation and competition, market opening and cooperation, International exchanges and introduction. The supply structure of medical devices in the Chinese market is also constantly changing, from foreign brands to domestic brands, from imitation and follow-up to innovation and leading, from scale and quantity to quality and efficiency.

In terms of policy, the policies and norms of medical devices in the Chinese market have been continuously improved, which are mainly affected by the following factors: national strategies and goals, social needs and expectations, industry norms and supervision, market order and fairness, and international standards and reference. The policies and norms of medical devices in the Chinese market mainly include the following aspects: classification and definition of medical devices, registration and approval of medical devices, production and sales of medical devices, use and maintenance of medical devices, monitoring and evaluation of medical devices, etc.

Based on the results of the market survey, Shangpu Consulting Group made the following suggestions for the domestic medical device company:

The company should fully understand and grasp the characteristics and trends of the demand and supply of medical devices in the Chinese market, as well as the requirements and changes of policies and regulations, so as to formulate more appropriate product development and marketing strategies.

The company should continue to carry out product innovation and technological upgrading, introduce more medical equipment products that meet the Chinese market, improve its product quality and performance, and enhance its product competitiveness and market share.

The company should continue to carry out market expansion and channel optimization, open up more market areas and market segments, establish and improve its own sales and service network, improve its market coverage and penetration, and enhance its market influence and loyalty.

The company should continue to carry out marketing innovation and service improvement, adopt more marketing methods and service methods, communicate and interact more with customers, improve its own market information acquisition and decision support, and enhance its own market feedback and satisfaction.

The market research service of Shangpu Consulting Group provides valuable market information and suggestions for the domestic medical device company, helping the company to better understand the demand and supply of medical devices in the Chinese market, as well as the policies and regulations of the industry, so as to formulate more appropriate product development and marketing strategies to improve its competitiveness and success rate in the Chinese market.

3. Market research of education industry

Shangpu Consulting Group provides market research services for a well-known foreign online education platform, aiming to help the platform understand the demand and supply of online education in the Chinese market, as well as the development and trend of the industry, so as to formulate more appropriate market entry and operation strategies. Shangpu Consulting Group uses a combination of quantitative research and qualitative research methods, through questionnaires, interviews, observations, experiments and other techniques, to collect a large number of first-hand data, but also the use of second-hand data, such as industry reports, policy documents, expert papers, etc., in-depth data analysis and information interpretation.

According to the market survey results of Shangpu Consulting Group, online education in the Chinese market has the following characteristics:

On the demand side, the demand and demand level of online education in the Chinese market continue to increase, which is mainly affected by the following factors: the imbalance of educational resources, the dissatisfaction of educational quality, the inadaptability of educational methods, the increasing demand for education, and the continuous change of educational concepts. The demand structure of online education in the Chinese market is also constantly changing, from academic education to non-academic education, from basic education to continuing education, and from knowledge transfer to ability training.

On the supply side, the supply and level of online education in the Chinese market continues to increase, which is mainly affected by the following factors: government support and encouragement, industry development and growth, enterprise innovation and competition, market opening and cooperation, The progress and popularization of technology. The supply structure of online education in the Chinese market is also constantly changing, from traditional educational institutions to emerging educational institutions, from offline education to online education, from a single form of education to a multi-form of education.

In terms of development, the development speed and level of online education in the Chinese market continue to increase, which is mainly affected by the following factors: market potential and space, user recognition and participation, content enrichment and optimization, platform improvement and upgrade, Model innovation and change, etc. The development trend of online education in the Chinese market mainly includes the following aspects: personalization and customization, interaction and socialization, intelligence and artificial intelligence, branding and specialization, internationalization and localization, etc.

Based on the results of the market survey, Shangpu Consulting Group made the following suggestions for the foreign online education platform:

The platform should fully understand and grasp the characteristics and trends of the demand and supply of online education in the Chinese market, as well as the development and trends of the industry, so as to formulate more appropriate market entry and operation strategies.

The platform should continue to innovate and optimize its content, launch more online education courses and services in line with the Chinese market, improve its content quality and effectiveness, and enhance its content competitiveness and market share.

The platform should continue to improve and upgrade the platform, establish and improve its own technology and functions, improve its own platform stability and security, and enhance its own platform user experience and user retention.

The platform should continue to innovate and change its model, adopt more models and forms, interact and socialize more with users, and improve its own model user participation and user satisfaction.

The market research service of Shangpu Consulting Group provides valuable market information and suggestions for the foreign online education platform, helping the platform to better understand the demand and supply of online education in the Chinese market, as well as the development and trend of the industry, so as to formulate more appropriate market entry and operation strategies and improve its competitiveness and success rate in the Chinese market.