Methodology of 1. Market Research

The methodology of market research refers to the basic principles, processes and norms of market research, and is the theoretical framework that guides the implementation of market research. The methodology of market research generally includes the following steps:

1. Determine the purpose of the study

The purpose of research is the starting point and end point of market research, and it is the core issue that guides the direction and scope of market research. The purpose of the study should be clear, specific, feasible and valuable, reflecting the information needs and decision-making objectives of the demand side of the market research. The purpose of the study should be based on an analysis of the current market situation and problems, as well as an assessment of market opportunities and threats, as well as the limitations of resources and conditions for market research. The purpose of the study can be determined using problem tree analysis, SWOT analysis, SMART principles and other methods.

2. Design research program

The research plan is a specific plan for market research and an operational guide for implementing market research. The research program should determine the content, methods, data sources, data collection methods, data analysis techniques, research time, budget and quality control and other elements according to the research purpose, and systematically organize and arrange them. The design of the research program should follow the principles of science, effectiveness, economy and feasibility, as well as the evaluation criteria for the reliability and effectiveness of market research. The design of the research scheme can use the logical framework method, the research design matrix method, the Gantt chart method and so on.

3. Select data sources and collection methods

Data source is the information source of market research, and is the basis and basis of market research. Data sources can be divided into primary data and secondary data. First-hand data refers to the original data collected directly from market subjects or phenomena by market researchers. It has the advantages of uniqueness, timeliness and pertinence, but it also has the disadvantages of high cost, long time and great difficulty. Second-hand data refers to the processed data obtained by market researchers from existing literature, reports, databases and other channels, which has the advantages of low cost, short time and easy access, but also has the disadvantages of obsolescence, incompleteness and inapplicability. The choice of data source should be based on the research purpose, research program, data quality and data availability and other factors, generally using a combination of first-hand data and second-hand data.

The data collection method is the information acquisition method of market research, and it is the tool and means of market research. Data collection methods can be divided into quantitative data collection methods and qualitative data collection methods. Quantitative data collection refers to the methods of collecting and analyzing data through numerical and statistical methods, such as questionnaires, experimental methods, observation methods, etc., which have the advantages of objectivity, accuracy and comparability, but also have the disadvantages of lack of depth, flexibility and interpretation. Qualitative data collection refers to the method of collecting and analyzing data through text and language, such as interview method, focus group method, case analysis method, etc., which has the advantages of depth, flexibility and interpretation, but also has the disadvantages of subjectivity, ambiguity and incomparability. The choice of data collection method should be based on the research purpose, research program, data type and data quality and other factors, generally using a combination of quantitative data collection and qualitative data collection methods.

4. Implement data analysis

Data analysis is the core of market research and the process of extracting valuable information from data. Data analysis should be based on research purposes, research programs, data sources and data collection methods, select the appropriate data analysis techniques, data cleaning, sorting, induction, classification, statistics, description, inference, prediction, interpretation and evaluation of the operation, so as to arrive at meaningfulConclusionand recommendations. Data analysis techniques can be divided into descriptive analysis techniques, inferential analysis techniques and predictive analysis techniques. Descriptive analysis techniques refer to methods that describe and display the basic characteristics and distribution of data, such as frequency analysis, percentage analysis, mean analysis, standard deviation analysis, chart analysis, etc. Inferential analysis techniques refer to methods that infer and test the relationship and impact of data, such as correlation analysis, regression analysis, anova, card analysis, factor analysis, etc. Predictive analysis techniques refer to methods that predict and simulate future trends and changes in data, such as trend analysis, exponential smoothing, time series analysis, and Markov chain analysis.

5. Report the results of the study

The research report is the final result of market research and is the carrier of information and suggestions to the demand side. The research report should be based on the research purpose, research plan, data analysis and the characteristics of the demand side, adopt appropriate structure, format, language and expression, clearly, completely, accurately and logically present the process and results of market research, highlight the value and significance of market research, and put forward targeted and operable suggestions and strategies. The structure of the research report generally includes the title,AbstractCatalogue,Text、Conclusion, recommendations, references and appendices, etc.

Fan and requirements. The language of the research report should be concise, clear, standardized and professional, avoiding the use of colloquialism, colloquialisms, abbreviations and unnecessary modifiers. The expression of the research report should make full use of charts, diagrams, diagrams and other forms to increase the visual effect and amount of information, while paying attention to the consistency of graphics and text and accurate data.

Practice of 2. Market Research

The practice of market research refers to the specific application of market research, which is the process of selecting and applying appropriate market research methods and techniques to solve practical market problems and challenges according to the characteristics of different industries and markets. The practice of market research should be combined with the methodology of market research, according to the needs and trends of the market, formulate targeted and innovative market research programs, collect and analyze valuable market information, and put forward effective market strategies and suggestions. The difficulty and complexity of the practice of market research depends on factors such as the size, dynamics, competition and change of the market, and generally requires market researchers to have a wealth of market knowledge, experience and insight, as well as flexible thinking and creativity.

Taking the automobile transmission industry as an example, this paper introduces the practice of market research, and shows the value and significance of market research combined with some market research service cases provided by Shangpu Consulting Company for the industry.

1. Overview of the automotive transmission industry

The automobile transmission is an important part of the automobile. It is a transmission device that connects the engine and the driving wheels. It can change the torque and speed output by the engine according to the driving conditions of the automobile, and improve the power, economy and safety of the automobile. The types of automobile transmissions mainly include manual transmission (MT), automatic transmission (AT), automatic manual transmission (AMT), continuously variable transmission (CVT), dual clutch transmission (DCT) and electric transmission (EVT), among which AT, CVT and DCT are called automatic transmission (AT).

The automotive transmission industry is an important branch of the auto parts industry and one of the core links of the automotive industry chain. The development of the automotive transmission industry is driven and restricted by many factors, such as the demand of the automotive market, technological innovation, policy regulation and environmental impact. The competitive landscape of the automotive transmission industry is mainly composed of internationally renowned transmission manufacturers and automotive vehicle manufacturers, with transmission manufacturers providing standardized transmission products and automotive vehicle manufacturers providing customized transmission products. The market size and growth rate of the automotive transmission industry are closely related to the production and sales volume and growth rate of automobiles, and are also affected by factors such as the type, performance, price and brand of automotive transmissions.

2. Market research of automobile transmission industry

Market research in the automotive transmission industry refers to the process of systematically collecting, analyzing and explaining the market status, market demand, market competition, market opportunities and market risks of the automotive transmission industry to support decision makers and stakeholders in the automotive transmission industry to make reasonable market strategies and actions. The purpose of market research in the automotive transmission industry is generally the following:

Understand the overall development status and trends of the automotive transmission industry, evaluate the market size, market structure, market growth rate and market potential of the automotive transmission industry, and provide a basis for strategic planning and investment decisions in the automotive transmission industry.

To understand the consumer demand and behavior of the automotive transmission industry, analyze the consumer characteristics, consumer preferences, consumer satisfaction and consumer loyalty of the automotive transmission industry, and provide guidance for product development and marketing of the automotive transmission industry.

Understand the situation and dynamics of competitors in the automotive transmission industry, analyze the characteristics of competitors, competitor strategies, competitor advantages and competitor threats of automotive transmissions, and provide reference for the competitive advantages and competitive strategies of the automotive transmission industry.

Understand the market opportunities and risks of the automotive transmission industry, analyze the policy environment, technical environment, social environment and natural environment of the automotive transmission industry, and provide support for the opportunity grasp and risk avoidance of the automotive transmission industry.

Automotive transmission industry market research methods generally include the following:

Literature analysis: By collecting and analyzing the relevant literature, reports, databases and other second-hand data of the automotive transmission industry, the basic information and historical data of the automotive transmission industry are obtained, and the background and foundation are provided for the market research of the automotive transmission industry.

Questionnaire survey method: Through the design and distribution of the automotive transmission industry for consumers, competitors, suppliers, distributors and other market subjects of the questionnaire, collection and analysis of the automotive transmission industry first-hand data, for the automotive transmission industry market research to provide direct and effective information.

Interview method: Through in-depth interviews with experts, leaders, decision makers, opinion leaders and other important figures in the automotive transmission industry, collect and analyze qualitative data of the automotive transmission industry, and provide in-depth and flexible information for market research in the automotive transmission industry.

Case analysis method: By selecting and analyzing typical cases of the automotive transmission industry, such as successful products, failed products, innovative products, competitive products, etc., collect and analyze specific data of the automotive transmission industry, and provide enlightening and reference information for market research in the automotive transmission industry.

3. Market research cases of automobile transmission industry

Shangpu Consulting Company is a company specializing in market research and management consulting. It provides a number of high-quality market research services for the automotive transmission industry, helping customers in the automotive transmission industry solve various market problems and challenges, and enhance the automotive transmission The market competitiveness and development level of the industry. The following are some of the market research services provided by Shangpu Consulting for the automotive transmission industry:

An internationally renowned transmission manufacturer commissioned Shangpu Consulting to provide market research services for its development strategy in the Chinese market. Through literature analysis, questionnaire and interview, Shangpu Consulting Company collected and analyzed the data of the current situation, demand, competition and opportunities of China's automobile transmission market, and provided customers with a comprehensive and in-depth report on China's automobile transmission market, including market size, market structure, market growth rate, market potential, market segmentation, market demand, market competition, market opportunities and market risks, as well as market entry strategies, market positioning strategies, marketing strategies and market competition strategies for different market segments and market opportunities. The report helps customers understand the characteristics and trends of China's automobile transmission market, formulate development strategies in line with the Chinese market, and improve their competitiveness and market share in the Chinese market.

A well-known domestic automobile manufacturer commissioned Shangpu Consulting Company to provide market research services for the transmission selection of a new high-end car. Through literature analysis, questionnaire survey and case analysis, Shangpu Consulting Company collects and analyzes the data of consumer demand and behavior, performance and price of transmission products, advantages and disadvantages of competitors' products in the high-end car market, and provides customers with reports on transmission selection in the high-end car market, including the analysis of consumers' preference, cognition and satisfaction of transmission, as well as the advantages and disadvantages of different types of transmission, applicability and competitiveness of the analysis, as well as for the customer's new high-end car transmission selection recommendations and reasons. The report helps customers understand consumer demand and behavior in the high-end car market, choose transmission products that meet consumer demand and behavior, and improve the market attractiveness and competitiveness of new high-end cars.

A domestic emerging transmission research and development company commissioned Shangpu Consulting Company to provide market research services for an innovative electric transmission (EVT) developed by it. Through literature analysis, interview and predictive analysis technology, Shangpu Consulting Company collected and analyzed the development status and trend of the electric vehicle market, the technical characteristics and advantages of the electric transmission, the market demand and potential of the electric transmission and other aspects of the data, and provided customers with the market research report of the electric transmission market, including the analysis of the scale, structure, growth rate and potential of the electric vehicle market, and the analysis of the technical innovation, technical advantages, technical difficulties and technical risks of the electric transmission, as well as the market opportunities and market strategies for the electric transmission. The report helps customers understand the development prospects of the electric vehicle market and the market opportunities of electric transmissions, formulate strategies for technology development and market promotion in line with the electric vehicle market, and improve the market competitiveness and market share of electric transmissions.