The potential and demand of the market are the scale and direction of the market, as well as the opportunities and challenges of the market. Discovering the potential and demand of the market is the purpose and value of market research, but also the difficulty and key of market research. Market research is an important basis for enterprises to carry out marketing activities, but also an important means for enterprises to improve market competitiveness and profitability. How to discover the potential and demand of the market is mainly reflected in the following aspects:

How to define and divide the market potential and demand

The definition and division of the potential and demand of the market is the basis and premise for discovering the potential and demand of the market, and also the basis and condition for discovering the potential and demand of the market. The definition and division of market potential and demand refers to the definition and determination of the concept and scope of market potential and demand, as well as the formulation and application of rules and methods for the classification and stratification of market potential and demand. The definition and division of market potential and demand should be scientific, reasonable and operable, so as to facilitate the collection, analysis and interpretation of market potential and demand data. The definition and division of market potential and demand should be based on the characteristics and changes of the market, as well as the purpose and scope of market research, rather than on the habits and convenience of market research, in order to avoid the deviation and waste of market potential and demand.

For example, an automobile enterprise through market research, to understand the market potential and demand, in order to provide the basis for the enterprise's product development and marketing strategy. The enterprise defines and divides the potential and demand of the market, making the potential and demand of the market more targeted and effective. The enterprise defines the concept and scope of the potential and demand of the market, that is, the potential of the market refers to the number and quantity of people who can buy and use cars at a certain time and under certain conditions, and the demand of the market refers to the number and quantity of people who are willing to buy and use cars at a certain time and under certain conditions. The enterprise divides the classification and stratification of market potential and demand, that is, according to the characteristics of market region, income, age, gender, education, occupation, etc., the market potential and demand are divided into different market segments and target markets, such as high-end market, middle-end market, low-end market, urban market, rural market, young market, middle-aged market, elderly market, etc.

How to collect and analyze market potential and demand information

The collection and analysis of information on the potential and demand of the market is the tool and means to discover the potential and demand of the market, and it is also the core and key to discover the potential and demand of the market. The collection and analysis of market potential and demand information refers to the acquisition and processing of various information and figures about market potential and demand, such as market size, structure, distribution, growth, trend, cycle, etc., from the inside and outside of the market, from the past and present of the market, from the subjective and objective of the market, through the use of market research methods and techniques, as well as the characteristics, preferences, behaviors, motivations, attitudes, satisfaction, etc. of consumers, as well as the characteristics, strengths, weaknesses, goals, strategies, actions, and effects of competitors. The collection and analysis of market potential and demand information should be true, effective, complete, consistent, and reproducible to facilitate the reliability and validity of market potential and demand information. The collection and analysis of market potential and demand information should be based on the definition and division of market potential and demand, as well as the type and characteristics of market information, rather than on the preference and convenience of market research, in order to avoid the lack and bias of market potential and demand information.

For example, a clothing enterprise through market research, to understand the market potential and demand, in order to provide the basis for the enterprise's product design and market positioning. The company collects and analyzes information on market potential and demand to make information on market potential and demand more representative and comparable. The enterprise uses the methods and techniques of market research, that is, the use of questionnaires, in-depth interviews, focus groups, experimental design, observation and other methods, the use of random sampling, stratified sampling, paired sampling and other techniques, the use of quantitative and qualitative, open and closed, description and inference techniques. From the inside and outside of the market, from the past and present of the market, from the subjective and objective of the market, the enterprise obtains and processes all kinds of information and figures about the potential and demand of the market, such as the scale, structure, distribution, growth, trend, cycle, etc. of the market, as well as the characteristics, preferences, behaviors, motives, attitudes, satisfaction, etc, as well as the characteristics, strengths, weaknesses, objectives, strategies, actions, effects, etc. of competitors.

How to interpret and apply the results of market potential and demand

The interpretation and application of the results of the potential and demand of the market is to discover the results and value of the potential and demand of the market, and also to discover the feedback and improvement of the potential and demand of the market. The interpretation and application of the results of the potential and demand of the market refers to the extraction and summary of the meaning and conclusion of the potential and demand of the market from the information of the potential and demand of the market by using the methods and techniques of market research, and the proposal and suggestion of the application and improvement of the potential and demand of the market, such as formulating and evaluating the strategy and decision of the market, discovering and solving the opportunities and problems of the market, improve and optimize the efficiency and effectiveness of the market, etc. The interpretation and application of the results of the market's potential and demand should be clear, concise, complete, logical, and convincing, so as to facilitate the readability and comprehensibility of the results of the market's potential and demand. The interpretation and application of the results of market potential and demand should be based on the definition and division of market potential and demand, as well as the type and characteristics of market information, rather than on the preference and convenience of market research, so as to avoid the lengthy and ineffective results of market potential and demand.

For example, a cosmetics company must understand the potential and demand of the market through market research, so as to provide a basis for product innovation and market expansion. The firm interprets and applies the results of the market's potential and demand to make the results of the market's potential and demand more valuable and influential. The enterprise used the methods and techniques of market research, that is, the methods of logical reasoning and inductive deduction, the methods of comparative analysis and case analysis, the methods of hypothesis testing and model building, and the significance, conclusions and suggestions of market potential and demand. Based on the results of market potential and demand, the company has formulated and evaluated market strategies and decisions, such as developing and launching new products that meet market needs and preferences, such as anti-wrinkle, whitening, moisturizing and other functional cosmetics, and expanding and Entering new markets with market potential and opportunities, such as mid-to-high-end market, young market, male market, etc.

Conclusion

The potential and demand of the market are the scale and direction of the market, as well as the opportunities and challenges of the market. Discovering the potential and demand of the market is the purpose and value of market research, but also the difficulty and key of market research. Market research is an important basis for enterprises to carry out marketing activities, but also an important means for enterprises to improve market competitiveness and profitability. How to discover the potential and demand of the market is mainly reflected in the following aspects: how to define and divide the potential and demand of the market, how to collect and analyze the information of the potential and demand of the market, and how to interpret and apply the results of the potential and demand of the market. The purpose of this paper is to provide enterprises with some theoretical and practical knowledge and experience on how to discover the potential and demand of the market through the analysis of experts, so as to help enterprises better conduct market research and promote the development of enterprises.