Basic concepts of 1. market research

Market research refers to the collection, collation, analysis and interpretation of market-related information to help companies understand the current situation and development trends of the market, assess market opportunities and threats, determine market goals and segments, and formulate and adjust market strategies and Strategies, as well as a series of activities to monitor and evaluate the effects of the market.

The purpose of market research is to solve the problems encountered by enterprises in the marketing process, or to find potential opportunities in the market. Market research questions can be divided into the following categories:

-Market demand issues: for example, market size, growth rate, potential, demand structure, demand changes, etc.

-Market competition issues: for example, the number, size, share, advantages, disadvantages, strategies, strategies, etc. of competitors.

-Market environment issues: for example, the impact of political, legal, economic, social, cultural, technological, natural and other factors on the market.

-Market segmentation issues: e.g., market segmentation criteria, segmentation methods, segmentation results, segmentation evaluations, etc.

-Market positioning issues: for example, the target group of the market, the characteristics of the target market, needs, preferences, purchasing behavior, etc.

-Market mix issues: for example, the design, selection, combination, adjustment of marketing elements such as products, prices, channels, promotions, etc.

-Market performance issues: for example, market sales, sales, market share, profits, customer satisfaction, loyalty, brand awareness, brand image, etc.

The types of market research can be classified according to different criteria, the common classification methods are:

-According to the timeliness of market research, it can be divided into regular surveys and irregular surveys. Periodic surveys are market surveys conducted at certain time intervals or cycles, such as monthly, quarterly, yearly, etc. Irregular surveys are market surveys conducted at any time according to changes in the market or the needs of the enterprise, such as the development of new products, the entry of new markets, the emergence of new competitors, etc.

-According to the scope of the market survey, it can be divided into a comprehensive survey and a special survey. A comprehensive survey is a systematic, comprehensive and in-depth market survey of all aspects of the market, such as the overall state of the market, the various segments of the market, and the various elements of the market. Thematic survey refers to a targeted, specific and concise market survey on a certain aspect or problem of the market, such as a certain segment of the market, a certain element of the market, a certain problem of the market, etc.

-According to the method of market research, it can be divided into qualitative research and quantitative research. Qualitative research refers to the collection and analysis of subjective, perceptual, and non-numerical information of the market through unstructured or semi-structured methods to reveal the deep-seated motivations, attitudes, opinions, and feelings of the market, such as interviews, focus groups, observations, and case studies. Quantitative research refers to the collection and analysis of objective, rational and numerical information of the market in a structured or standardized way to describe and explain the phenomena, characteristics, relationships and laws of the market, such as questionnaires, experiments and statistical analysis.

The process of market research generally includes the following steps:

-Determine the purpose and problems of the market research: clarify the background, reason, scope, content, duration, etc. of the market research, as well as the specific problems to be solved or the specific opportunities found in the market research.

-Design the plan and method of market research: select the type, method, tool, sample, data source, etc. of market research, as well as the budget, personnel, time, etc. of market research.

-Collect market research data and information: According to the market research plan and method, through first-hand data or second-hand data, through online channels or offline channels, through active acquisition or passive acquisition, obtain the data and information required for market research.

-Organize and analyze the data and information of market research: according to the purpose and problems of market research, clean, classify, code, summarize, calculate, compare, summarize and reason the collected data and information to obtain the results of market research andConclusion。

-Write and report market survey reports and recommendations: based on market survey results andConclusion, writing a report on the market survey, including the background, purpose, methodology, process, results,Conclusion, recommendations, etc., and report and communicate to relevant decision makers or stakeholders.

Common methods and tools for 2. market research

The methods and tools of market research are an important part of market research and the core technology of market research. The selection and use of market research methods and tools depends on the purpose and questions of the market research, the type and scope of the market research, the characteristics and requirements of the data and information of the market research, etc. The methods and tools of market research can be divided into the following categories:

-Qualitative research methods and tools: Qualitative research methods and tools are mainly used to collect and analyze subjective, perceptual and non-numerical information of the market to reveal the deep-seated motivations, attitudes, opinions and feelings of the market. Commonly used qualitative research methods and tools are:

-Interviews: Interviews are a qualitative research method to obtain their views, feelings, experiences, suggestions, etc. on the market through face-to-face or remote communication with the target population of the market. Interviews can be divided into individual interviews and group interviews, as well as structured and unstructured interviews. Personal interviews are one-on-one interviews that provide a deeper understanding of an individual's situation and needs. Group interviews refer to many-to-one interviews, which can collect different views and opinions more widely. Structured interviews refer to interviews conducted according to pre-designed questions and sequences, allowing for a more systematic comparison and analysis of different responses. Unstructured interviews refer to interviews without fixed questions and sequences, which can be more flexible to explore and discover new topics and information.

-Focus group: Focus group refers to a group of 6 to 12 people with similar characteristics or interests, and a moderator guides them to have a free discussion on a certain topic. Focus groups can more effectively stimulate and collect market emotions, attitudes, preferences, motivations, etc., and can also more easily identify and solve market problems and difficulties.

-Observation: Observation is a qualitative research method that directly or indirectly observes the behavior, reaction, environment, etc. of the target population of the market to obtain their actual situation and needs. Observation can be divided into manual observation and mechanical observation, can also be divided into covert observation and public observation. Manual observation refers to the observation made by people, which can more actively discover and record the details and changes of the market. Mechanical observation refers to the observation made by equipment, which can record and analyze the data and laws of the market more objectively. Covert observation refers to the observation that does not let the target population of the market know, can more truly reflect the natural state and behavior of the market. Open observation refers to the observation of the target group of the market, which can more easily obtain the opinions and feedback of the market.

-Case analysis: Case analysis refers to a qualitative research method that conducts in-depth research on typical or special cases of the market to obtain market experience, lessons, enlightenment, etc. Case analysis can be divided into historical cases and real cases, can also be divided into successful cases and failure cases. Historical cases refer to cases that have occurred and ended, which can summarize and evaluate the process and results of the market more comprehensively. Real-world cases are those that are happening or about to happen, which can track and predict the dynamics and trends of the market in a more timely manner. Successful cases refer to cases that have achieved the expected goals or exceeded the expected goals, and can more actively learn from and imitate market strategies and methods. Failure cases are those that do not meet or fall below expectations, and market errors and flaws can be avoided and improved more carefully.

-Quantitative research methods and tools: Quantitative research methods and tools are mainly used to collect and analyze objective, rational and numerical information of the market to describe and explain the surface phenomena, characteristics, relationships, laws, etc. The commonly used quantitative research methods and tools are:

-Questionnaire: Questionnaire refers to a quantitative research method that distributes or sends a series of questions or statements about the market to the target population of the market to obtain their answers or reactions. Questionnaires can be divided into paper questionnaires and electronic questionnaires, and can also be divided into closed questionnaires and open questionnaires. Paper questionnaires refer to questionnaires conducted by mail, distribution, and recycling, which can more stably ensure the quality and quantity of questionnaires. Electronic questionnaire refers to the questionnaire conducted through the Internet, mobile phone, e-mail, etc., which can spread and collect the information and data of the questionnaire more quickly. A closed questionnaire is a questionnaire that provides only limited options for respondents to choose from, making it easier to count and analyze the results of the questionnaire. Open questionnaire refers to a questionnaire that allows respondents to fill in freely, which can collect opinions and suggestions from the questionnaire more widely.

-Experiment: Experiment refers to a quantitative research method that observes and measures their reactions or effects by performing certain operations or interventions on the target population or objects of the market under controlled or simulated conditions. Experiments can be divided into laboratory experiments and field experiments, and can also be divided into causal experiments and related experiments. Laboratory experiments refer to experiments conducted in an artificially set environment, which can more precisely control and isolate the variables and disturbances of the experiment. Field experiments refer to experiments conducted in a natural environment, which can more truly reflect and adapt to the situation and conditions of the experiment. A causal experiment is an experiment in which the subjects of the experiment are randomly grouped and treated differently to determine the causal relationship between the factors and results of the experiment. A correlation experiment is an experiment in which the same or similar treatment is performed on the subject of the experiment to determine the correlation between the factors and the results of the experiment.

-Statistical analysis: Statistical analysis refers to a quantitative research method that describes, infers, predicts and optimizes market data and information by using mathematical and statistical principles and methods. Statistical analysis can be divided into descriptive statistics and inferential statistics, as well as univariate analysis and multivariate analysis. Descriptive statistics refers to the calculation of the average, standard deviation, frequency, percentage, etc. of market data and information to summarize and present the basic characteristics and distribution of the market. Inferential statistics refers to the use of hypothesis tests, confidence intervals, significance levels, etc., to infer and evaluate the overall characteristics and differences of the market. Univariate analysis refers to statistical analysis involving only one variable, such as mean, variance, histogram, etc. Multivariate analysis refers to statistical analysis involving two or more variables, such as correlation coefficients, regression analysis, factor analysis, etc.

Case Study of 3. Market Research

In order to show the application and value of market research more specifically, this paper will analyze and explain the case of market research services provided by Shangpu Consulting Company for a well-known skin care e-commerce platform.

The skin care e-commerce platform is one of the leading beauty e-commerce platforms in China, with tens of millions of users and tens of thousands of skin care brands and products. The main business model of the platform is to provide users with high-quality skincare products purchase and use solutions through online sales and recommend, as well as offline experience and services. The main competitive advantages of the platform are its rich brand and product selection, professional skin care product recommend and evaluation system, convenient logistics and after-sales service, and good user reputation and loyalty.

The main market challenge of the platform is how to maintain and improve its market share and profit margin in the fierce competition, and how to adapt and innovate in the changing market demand and consumer behavior to meet the diversified and personalized skin care needs of users.

Shangpu Consulting Company is a professional market research and consulting company, with many years of market research experience and excellent market research team, providing a full range of market research services and solutions for customers in all walks of life. The main business model of Shangpu Consulting Company is to understand the market problems and needs of customers through in-depth communication and cooperation with customers, design and implement market research programs and methods suitable for customers, collect and analyze market data and information, write and report market research reports and recommendations, and assist customers in implementing and evaluating the effectiveness and value of market research. The main competitive advantages of Shangpu Consulting Company are its professional market research technology and tools, rich market research resources and channels, efficient market research process and management, and high-quality market research services and reputation.

The purpose and questions of the market research service provided by Shangpu Consulting for the skin care e-commerce platform are:

-Understand the market size, growth rate, competitive landscape, development trend, etc. of the skin care e-commerce industry to assess the market opportunities and threats of the platform.

-Understand the market segmentation, target market, market positioning, etc. of the skin care e-commerce industry to determine the market objectives and strategies of the platform.

-Understand the consumer characteristics, needs, preferences, purchase behavior, satisfaction, etc. of the skin care e-commerce industry to optimize the market mix and effectiveness of the platform.

The solutions and methods of market research services provided by Shangpu Consulting for the skin care e-commerce platform are:

-Using a combination of regular surveys and thematic surveys, regularly collect and analyze basic data and information on the skin care e-commerce industry, and conduct in-depth research and exploration on a certain topic or problem.

-Using a combination of qualitative and quantitative research to collect and analyze subjective, perceptual and non-numerical information of the market through interviews, focus groups, observations, case studies, etc., as well as objective, rational and numerical information of the market through questionnaires, experiments, statistical analysis, etc.

-Using a combination of first-hand data and second-hand data, through online and offline channels, through active and passive acquisition, to obtain the data and information needed for market research.

The results of the market research services provided by Champu Consulting for the skin care e-commerce platform andConclusionYes:

-The market size of the skin care e-commerce industry has continued to grow in the past few years and is expected to maintain a high growth rate in the next few years, mainly driven by the following factors: consumer demand for skin care products and spending power, The diversification and innovation of categories and functions of skin care products, the convenience and efficiency of online purchase and use of skin care products, and the trend of socialization and personalization of skin care products.

-The competitive landscape of the skin care e-commerce industry presents the following characteristics: the number and scale of competitors are constantly increasing, the types and forms of competitors are constantly diversified, the strategies and strategies of competitors are constantly changing and innovating, and the cooperation and competition of competitors are constantly intertwined and upgraded.

-The market segmentation of the skin care e-commerce industry is mainly based on the following criteria: demographic characteristics such as age, gender, income, education and region of consumers, psychological and behavioral characteristics such as skin care needs, preferences, habits and attitudes of consumers, and product attributes such as brand, price, function, composition and packaging of consumer skin care products.

-The target market of the skin care e-commerce industry is mainly concentrated in the following market segments: young women, middle and high income, high education, consumers in first and second tier cities, who have high demand and consumption ability for skin care products, pay more attention to the categories and functions of skin care products, and are more accustomed to the online purchase and use of skin care products, And pay more attention to the socialization and personalization of skin care products.

-The market positioning of the skin care e-commerce industry is mainly based on the following aspects: the brand, price, function, ingredients, packaging and other product elements of skin care products, the sales, recommend, evaluation, logistics, after-sales and other service elements of skin care products, as well as the experience, education, entertainment, social networking and other additional elements of skin care products.

-The consumer characteristics, demand, preference, purchase behavior and satisfaction of the e-commerce industry of skin care products show the following laws: the consumer's skin care demand and preference are affected by personal, social, cultural and other factors, the consumer's skin care demand and preference are diverse and personalized, and the consumer's skin care demand and preference change with the change of time and situation, consumers' skin care needs and preferences affect their choice and use of skin care products. Consumers' purchasing behavior is influenced by personal, environmental, marketing and other factors. Consumers' purchasing behavior is planned and impulsive, and consumers' purchasing behavior varies with different stages of the purchasing process. Consumers' purchasing behavior affects their purchase and consumption of skin care products. Consumer satisfaction is affected by the gap between expectation and reality. Consumer satisfaction is subjective and objective. Consumer satisfaction varies with the dimension and level of satisfaction. Consumer satisfaction affects their repeated purchase and recommend of skin care products.

The report and recommendations of the market research service provided by Champu Consulting for the skin care e-commerce platform are:

-The platform should make full use of its advantages in the skin care e-commerce industry and continue to provide rich brand and product selection, professional skin care recommend and evaluation system, convenient logistics and after-sales service, and good user reputation and loyalty. To maintain and increase its market share and profit margin.

-The platform should pay close attention to the competitive dynamics and changes in the skin care e-commerce industry, and timely adjust and optimize its market strategy and tactics to respond to and resist the threats and challenges of competitors.

-The platform should have an in-depth understanding of the target market and consumer needs of the skin care e-commerce industry to formulate and implement market combinations and effects that are more in line with the market and consumers to increase and consolidate its market appeal and influence.

-The platform should continuously innovate and improve the brand, price, function, composition, packaging and other product elements of its skin care products to meet the diversified and personalized skin care needs of the market and consumers, so as to improve the competitiveness and differentiation of its market.

-The platform should continuously improve and enhance the sales, recommend, evaluation, logistics, after-sales and other service elements of its skin care products, so as to improve the satisfaction and loyalty of the market and consumers, and enhance the stability and sustainability of its market.

-The platform should continue to expand and enrich its skin care experience, education, entertainment, social and other additional elements to increase market and consumer participation and interaction to expand its market coverage and dissemination.

Methodology and Practice of Market Research: Taking Cultural Real Estate Industry as an Example

[Description]:

Market research is one of the important means for consulting firms to provide decision support for their clients. The methodology of market research includes the purpose, scope, objects, methods, tools, processes, analysis and reporting of market research. The practice of market research involves the specific operation, implementation, management and quality control of market research. Taking the cultural real estate industry as an example, this paper introduces the basic contents of the methodology and practice of market research, and shows the value and effect of market research combined with the case of market research services provided by Shangpu Consulting Company for a cultural real estate developer.

[Keywords]:

market survey; methodology; practice; cultural real estate; champ consulting

[Contents]:

Methodology of 1. Market Research

The methodology of market research refers to the theory and principles of market research, which is the basis for guiding the implementation and management of market research. The methodology of market research mainly includes the following aspects:

1. The purpose of market research

The purpose of market research refers to the ultimate goal of market research, which is the starting point and destination of market research. The purpose of market research should be clear, specific, quantifiable, achievable, and consistent with customer needs and expectations. The purpose of market research determines the scope, objects, methods, tools and analysis of other aspects of market research.

For example, the purpose of the market research service provided by Champu Consulting to a cultural real estate developer is:

-Understand the supply and demand situation, consumer characteristics, competition pattern and development trend of cultural real estate in the target market;

-Assess the market potential, market opportunities and market risks of cultural real estate in the target market;

-Put forward suggestions on the market strategy, market positioning, market entry and market expansion of cultural real estate in the target market.

2. Scope of market research

The scope of market research refers to the coverage of market research and is the boundary and limitation of market research. The scope of the market survey should be appropriate, reasonable, operational, and compatible with the purpose of the market survey. The scope of market research determines the depth, breadth, details and focus of market research.

For example, the scope of market research services provided by Champ Consulting to a cultural real estate developer is:

-Target market: Beijing;

-Definition of cultural real estate: a comprehensive real estate project with culture as the theme and integrating business, tourism, entertainment and other functions;

-Types of cultural real estate: including cultural theme parks, cultural theme commercial streets, cultural theme hotels, cultural theme communities, etc;

-Dimensions of cultural real estate: including market size, market structure, market demand, market supply, market competition, market forecast, etc.

3. The object of market research

The object of market research refers to the source of information for market research and is the provider of data and evidence for market research. The object of the market survey should be representative, reliable, accessible, and appropriate to the purpose and scope of the market survey. The object of the market survey determines the sample, sampling, questionnaire, interview, etc.

For example, the market research services provided by Champu Consulting to a cultural real estate developer are:

-Consumers of cultural real estate: including residents and tourists in the target market, stratified sampling is conducted according to age, gender, income, education, occupation, interest, etc., and online and offline questionnaires and in-depth interviews are used to collect them Information about cognition, attitude, behavior, demand, satisfaction, loyalty, etc. of cultural real estate;

-Suppliers of cultural real estate: including developers, operators and partners of cultural real estate in the target market, stratified sampling is conducted according to the type, scale, brand and geographical location of cultural real estate, and telephone interviews and on-site interviews are used to collect their information on products, prices, channels, promotions, innovation and competition of cultural real estate;

-Cultural real estate industry experts: including cultural real estate industry associations, industry media, industry research institutions, industry consultants, etc. in the target market, stratified sampling is conducted according to the field, influence, popularity, etc. of cultural real estate, and telephone interviews and emails Collect their information on cultural real estate policies, regulations, standards, trends, opportunities, risks, etc.

4. Methods of market research

The method of market research refers to the technology and means of market research, and is the selection and combination of tools and methods of market research. The method of market research should be scientific, effective, appropriate, and coordinated with the purpose, scope and object of market research. The method of market research determines the quality, efficiency, cost and effectiveness of market research.

For example, the method of market research services provided by Champ Consulting to a cultural real estate developer is:

-Types of market research: the comprehensive use of qualitative and quantitative market research methods can not only dig deep into the intrinsic motives, feelings, opinions, etc. of market research objects, but also objectively quantify the behavior, data, indicators, etc. of market research objects;

-Market research tools: the comprehensive use of first-hand and second-hand market research tools, not only to collect the latest, most true and most direct information of market research objects in a timely manner, but also to make use of the historical, public and indirect information of existing market research objects;

-Market research methods: the comprehensive use of active and passive market research methods, not only to the market survey object to ask questions, observe the reaction, get feedback, etc., but also passively from the market survey object's behavior, data, indicators, etc. to extract information, analyze the law, find problems.

5. Market research process

The process of market research refers to the steps and sequence of market research, and is the framework and specification for the implementation and management of market research. The process of market research should be complete, clear and orderly, and should be connected with the purpose, scope, object and method of market research. The process of market research determines the planning, execution, monitoring and improvement of market research.

For example, the process of market research services provided by Champ Consulting to a cultural real estate developer is:

-Preparation of market research: clarify the purpose, scope, objects and methods of market research, formulate market research plans, budgets, timetables, team division of labor, etc., design market research questionnaires, interview guides, data templates, etc., apply for market research permits, contracts, confidentiality agreements, etc;

-The implementation of market research: in accordance with the plan and method of market research, the implementation of market research sampling, distribution, recovery, entry, cleaning, verification, etc., to ensure the integrity, accuracy, validity and consistency of market research data;

-Market research analysis: in accordance with the purpose and scope of market research, the use of market research tools and methods, market research descriptive analysis, correlation analysis, causal analysis, predictive analysis, etc., refining the key information of market research, found important issues of market research, market research valuable recommendations;

-Market research report: according to the purpose and object of market research, the preparation of market research report, including the background, purpose, scope, object, method, process, results, analysis, recommendations,ConclusionThe use of market research charts, graphs, images, etc., to enhance the readability, visibility and credibility of market research reports;

-Evaluation of market research: according to the purpose and standard of market research, evaluate the effect of market research, including the satisfaction, quality, efficiency, cost and benefit of market research, summarize the experience, lessons and improvement of market research, and improve the level and ability of market research.

Practice of 2. Market Research

The practice of market research refers to the operation and management of market research, which is the specific application and realization of the methodology of market research. The practice of market research mainly includes the following aspects:

1. Market Research Team

The team of market research refers to the executors and participants of market research, and is the main body and force of market research. The market research team should be professional, collaborative, innovative, and match the purpose, scope, object and method of the market research. The team of market research determines the efficiency, quality, effectiveness and impact of market research.

For example, the team of market research services provided by Champ Consulting to a cultural real estate developer is:

-Project manager of market research: responsible for the overall planning, coordination, supervision and control of market research, maintaining communication and feedback with customers and teams, solving market research problems and risks, and ensuring the achievement of market research objectives and deadlines;

-Data analyst for market research: responsible for the collection, processing, analysis and presentation of market research data, using market research tools and methods, providing market research data support and analysis recommendations, writing market research reports and presentation materials;

-Market survey investigators: responsible for the implementation and execution of market survey questionnaires, interviews, observations, etc., effective interaction and communication with market survey objects, access to market survey first-hand information and feedback, to ensure the quality and quantity of market survey data;

-Market research consultant: responsible for professional guidance and consulting of market research, providing knowledge and experience of market research methodology and practice, providing market research strategies and programs for market research teams and customers, and enhancing the value and level of market research.

2. Management of market research

The management of market research refers to the organization and control of market research, which is the guarantee and promotion of the implementation and completion of market research. The management of market research should be standardized, flexible and continuous, and adapt to the purpose, scope, object and method of market research. The management of market research determines the progress, cost, quality and efficiency of market research.

For example, the management of market research services provided by Champu Consulting for a cultural real estate developer is:

-Plan management of market research: formulate a plan for market research, including the objectives, scope, objects, methods, processes, timetables, budgets, team division of labor, etc. of market research, clarify the tasks, responsibilities, resources, standards, etc. of market research, and guide the implementation and monitoring of market research;

-Quality management of market research: formulate quality standards for market research, including the completeness, accuracy, validity and consistency of market research data, the scientificity, validity and suitability of market research analysis, the readability, visibility and credibility of market research reports, and supervise the implementation and improvement of the quality of market research;

-Risk management of market research: identify the risks of market research, including the loss, damage and leakage of market research data, errors, deviations and failures of market research analysis, delays, rejections and feedback of market research reports, assess the impact and possibility of market research risks, and formulate countermeasures and preventive measures for market research risks;

-Communication management of market research: formulate a communication plan for market research, including the purpose, object, content, method, frequency and channel of market research communication, establish a mechanism and platform for market research communication, promote the effectiveness and efficiency of market research communication, and enhance the satisfaction and trust of market research communication.

3. Innovation of market research

The innovation of market research refers to the improvement and breakthrough of market research, which is the driving force and source of the development and promotion of market research. The innovation of market research should be forward-looking, practical and valuable, and should be coordinated with the purpose, scope, object and method of market research. The innovation of market research determines the competitiveness, influence, growth and sustainability of market research.

For example, the innovation of market research services provided by Champ Consulting for a cultural real estate developer is:

-Innovation of market research methods: use the latest market research tools and methods, such as big data analysis, artificial intelligence, virtual reality, etc., to improve the efficiency and quality of market research data collection, processing, analysis and presentation, and provide more dimensions, deeper and more comprehensive information and insights of market research data;

-Innovation of market research objects: use the latest market research objects to obtain and interact, such as social media, online communities, mobile applications, etc., to expand the coverage and participation of market research objects, and provide market research objects More diversified, more active and more true information and feedback;

-Innovation of market research report: use the latest market research report presentation and dissemination methods, such as interactive reports, video reports, story reports, etc., to improve the attractiveness and influence of market research reports, and provide more perception, more emotion, more action information and enlightenment of market research reports.

3. Market Research Cases

The case of market research refers to the actual application and practice of market research, which is the verification and demonstration of the methodology and practice of market research. The case of market research should be typical, effective, enlightening, and consistent with the purpose, scope, object and method of market research. The case of market research determines the value and effect of market research.

For example, the case of market research services provided by Champu Consulting for a cultural real estate developer is:

-Background of market research: The cultural real estate developer plans to develop a cultural theme park with Chinese traditional culture as the theme in Beijing. It needs to understand the market situation and market potential of Beijing's cultural real estate, as well as the needs and preferences of consumers. Provide decision support for its formulation of market strategy and market positioning;

-The result of market survey: Through market survey, Shangpu Consulting Company found that the market size of cultural real estate in Beijing is about 30 billion yuan. The market demand mainly comes from residents and tourists with middle and high income. The market competition is mainly concentrated in several well-known cultural theme parks. The market forecast shows that the market size will grow to 50 billion yuan in the next five years, the market opportunity mainly lies in providing more diversified, more high quality and more distinctive cultural real estate products and services;

-Analysis of market survey: Through market survey, Shangpu Consulting Company analyzed consumers' cognition, attitude, behavior, demand, satisfaction and loyalty to cultural real estate, and found that consumers' demand for cultural real estate is mainly to seek cultural experience, leisure and entertainment, social interaction, etc. Consumers' satisfaction with cultural real estate mainly depends on the theme, content, design and service of cultural real estate, consumer loyalty to cultural real estate is mainly influenced by the innovation, differentiation and reputation of cultural real estate;

-Recommendations for market research: Based on the market research, Shangpu Consulting has made the following market research recommendations for the cultural real estate developer:

-Market strategy: positioning as a high-end cultural theme park, with Chinese traditional culture as the theme, integrating modern technology and art, and creating a unique cultural experience and cultural brand;

-Market positioning: for middle-and high-income residents and tourists, with young and middle-aged people aged 30-50 as the main target group, and cultural lovers, family tourists and business tourists as secondary target groups, to provide diversified cultural products and services to meet different cultural needs and preferences;

-Market entry: Make use of Beijing's cultural resources and cultural influence, cooperate with local cultural institutions and cultural people, carry out cultural activities and cultural promotion, improve the popularity and reputation of cultural theme parks, and attract the attention and interest of cultural consumers;

-Market expansion: make use of Beijing's tourism resources and tourism market, cooperate with local tourism agencies and tourism platforms, develop cultural tourism products and cultural tourism routes, improve the attractiveness and competitiveness of cultural theme parks, and attract tourism consumers to visit and spend.

Conclusion

Market research is one of the important means for consulting firms to provide decision support for their clients. The methodology and practice of market research is the combination of the theory and practice of market research, and is the guidance and guarantee of market research. Taking the cultural real estate industry as an example, this paper introduces the basic contents of the methodology and practice of market research, and shows the value and effect of market research combined with the case of market research services provided by Shangpu Consulting Company for a cultural real estate developer. Market research is a field of continuous development and innovation, which requires consulting companies to keep abreast of the latest developments and best practices in market research to provide customers with better and more professional market research services.