1. Research Purpose

The user behavior research in the narcotic drug industry has the following main purposes:

To understand the market size, structure, trend and competition pattern of narcotic drugs, and provide the basis for market positioning and strategy formulation;

Understand the user groups, characteristics, needs, preferences, satisfaction and loyalty of narcotic drugs, and provide guidance for product development and optimization;

Understand the use scenario, process, influencing factors and decision-making process of narcotic drugs, and provide support for product promotion and marketing;

Understand the user feedback, opinions, suggestions and expectations of narcotic drugs, and provide inspiration for product improvement and innovation.

2. research object

The user behavior research in the narcotic drug industry is mainly aimed at the following types of objects:

Direct users of narcotic drugs, namely anesthesiologists, anesthesiologists, anesthesiologists, etc., are the ultimate decision makers and implementers of narcotic drugs, and have direct feelings and evaluations of the performance, safety, effect, and price of narcotic drugs;

Indirect users of narcotic drugs, namely, surgeons, surgical nurses, surgical patients, etc., are the stakeholders of narcotic drugs and have indirect influence and concern on the quality, effect and side effects of narcotic drugs;

The buyers of narcotic drugs, namely hospitals, clinics, pharmacies, etc., are the economic decision makers and purchasers of narcotic drugs, and have direct influence and consideration on the brand, price and supply of narcotic drugs;

The regulators of narcotic drugs, namely the government, health departments, drug management departments, etc., are the legal decision makers and supervisors of narcotic drugs, and have a direct impact and responsibility on the legality, compliance and safety of narcotic drugs.

3. research methods

User behavior research in the narcotic drug industry can be conducted in the following ways:

Literature analysis, that is, through the collection, collation and analysis of relevant literature, such as industry reports, policy documents, academic papers, patent literature, etc., to obtain background information, development status, technical level, market dynamics, etc. of the narcotic drug industry;

Data analysis, that is, through the collection, collation, analysis of relevant data information, such as sales data, use data, feedback data, satisfaction data, etc., to obtain the market size, structure, trends, competitive landscape of narcotic drugs;

Observation method, that is, by directly or indirectly observing the use of narcotic drugs, processes, influencing factors and decision-making process, to obtain the user behavior characteristics, needs, preferences, satisfaction and loyalty of narcotic drugs;

Interview method, that is, through face-to-face or telephone interviews with relevant personnel of narcotic drugs, to obtain user feedback, opinions, suggestions and expectations of narcotic drugs;

Questionnaire method, that is, through the design, distribution, recovery, analysis of relevant questionnaires, to obtain the quantitative and statistical information of user behavior of narcotic drugs, such as user characteristics, needs, preferences, satisfaction and loyalty;

Experimental method, that is, through the design, implementation and evaluation of relevant experiments, to obtain in-depth and detailed information on the user behavior of narcotic drugs, such as user experience, use effect, use problem, etc.

4. research tools

The following tools can be used for user behavior research in the narcotic drug industry:

Literature retrieval tools, such as CNKI, Wanfang, VIP, etc., can help researchers quickly, accurately and comprehensively obtain relevant literature;

Data analysis tools, such as Excel, SPSS, R, etc., can help researchers process and analyze relevant data information effectively, efficiently and scientifically;

Observation and recording tools, such as cameras, tape recorders, notebooks, etc., can help investigators to accurately, completely and objectively record and preserve the content and process of observation;

Interview guide tools, such as interview outlines, interview questions, interview techniques, etc., can help investigators design and implement interviews in an orderly, in-depth and friendly manner;

Questionnaire design tools, such as Questionnaire Star, Tencent Questionnaire, Questionnaire Network, etc., can help researchers to make and publish questionnaires conveniently, quickly and professionally;

Experimental design tools, such as experimental protocols, experimental materials, and experimental equipment, can help investigators plan and execute experiments in a standardized, rigorous, and effective manner.

5. research process

User behavior research in the narcotic drug industry can generally follow the following steps:

Determine the purpose of the survey, that is, clarify the theme, scope, objectives and significance of the survey, and provide guidance for the overall direction and focus of the survey;

Design research plan, that is, select appropriate research methods, tools, objects, samples, time, place, etc., to provide plans for the specific implementation and management of research;

Collect survey data, that is, obtain relevant data information from different survey objects and channels by using corresponding survey methods and tools, and analyze the survey data for the survey results, that is, clean, sort, classify, count, summarize and reason the collected data information by using corresponding data analysis tools, and obtain the preliminary results and findings of the survey;

Writing research reports, that is, through the use of appropriate document editing tools, the purpose of the survey, program, data, analysis, results, recommendations and other systematic organization, presentation, summary, evaluation, etc., to form the final results and output of the survey;

Submit the research report, that is, by using the corresponding report submission tool, send the research report to the research client, partner, participant, etc., to obtain their feedback, evaluation, opinions, etc., to provide reference for the improvement and perfection of the research.

6. research case

In order to better explain how to conduct user behavior research in the narcotic drug industry, this paper will combine the user behavior research case provided by Shangpu Consulting Company for a narcotic drug company to show the specific implementation and results analysis of the research.

The narcotic drug company is a company specializing in the research and development, production and sales of narcotic drugs. It has a variety of patented technologies and market shares of narcotic drugs. Its main products include general anesthetics, local anesthetics, and analgesics. The company hopes to understand the performance of its products in the market, user satisfaction and loyalty, user needs and expectations, etc. through user behavior research, so as to provide a basis and direction for the optimization and innovation of its products.

Shangpu Consulting Company is a company specializing in consulting services in the medical field. It has rich industry experience and professional team, and provides high-quality consulting services for many medical companies. The main services include market research, competition analysis, and strategic planning., Product innovation, etc. Champu Consulting was commissioned by the narcotic drug company to conduct a comprehensive user behavior survey.

According to the purpose of the research, Shangpu Consulting designed the research plan, selected the research methods and tools, identified the research objects and samples, and arranged the time and place of the research. Specific as follows:

Research methods: a combination of literature analysis, data analysis, observation, interview, questionnaire and experimental methods are used to obtain user behavior information at different levels and angles;

Research tools: literature retrieval tools, data analysis tools, observation recording tools, interview guide tools, questionnaire design tools and experimental design tools are used to ensure the efficiency and quality of research;

Research object: covers the direct users, indirect users, purchasers and regulators of narcotic drugs, so as to cover the whole chain and the whole process of narcotic drugs;

Research sample: according to the distribution and characteristics of the research object, the method of stratified sampling, random sampling and convenient sampling is used to determine the appropriate sample size and proportion;

Research time: according to the availability and rationality of the research object, the appropriate research time period and duration are selected to avoid the interference of unfavorable factors such as holidays and peak periods;

Research location: According to the distribution and characteristics of the research objects, the appropriate research location and environment were selected, such as hospitals, clinics, pharmacies, conference rooms, etc., to ensure the convenience and effectiveness of the research.

According to the research program, Shangpu Consulting has collected a large amount of research data, including literature, sales data, usage data, feedback data, satisfaction data, interview records, questionnaire recovery, experimental results, etc. Champu Consulting conducted an in-depth analysis of these data and obtained the following research results:

Market size: the market size of narcotic drugs has shown a steady growth trend in recent years, mainly affected by the number of surgeries, medical level, medical security and other factors, it is expected that there will still be a large growth space in the next few years;

Market structure: The market structure of narcotic drugs is dominated by general anesthetics, which occupy most of the market share, while local anesthetics and analgesics occupy a small share of the market, but have high growth potential;

Market trend: the market trend of narcotic drugs is that users have higher and higher requirements for the safety, effect and side effects of narcotic drugs, and the requirements for the brand, price and supply of narcotic drugs are getting lower and lower;

Competition pattern: the competition pattern of narcotic drugs is dominated by large-scale narcotic drug enterprises at home and abroad, occupying the vast majority of the market share, while small and medium-sized narcotic drug enterprises occupy a smaller share of the market, but have strong innovation ability;

User characteristics: the user characteristics of narcotic drugs show the diversity, professionalism, dispersion and stability of user groups, that is, user groups include different occupations, ages, genders, regions, etc., users have higher requirements for the knowledge and skills of narcotic drugs, users are distributed in different medical institutions and regions, and users have strong inertia and loyalty to the selection and use of narcotic drugs;

User demand: the user demand of anesthetic drugs is the user's demand for the performance, safety, effect and side effects of anesthetic drugs, that is, the user hopes that anesthetic drugs can play an anesthetic role quickly, accurately and permanently, and at the same time, it can ensure the safety of anesthesia, reduce the adverse reactions of anesthesia, and improve the comfort and satisfaction of anesthesia;

User preference: the user preference of narcotic drugs is the user's preference for the brand, price and supply of narcotic drugs, that is, users tend to choose reputable, quality and guaranteed brands of narcotic drugs, reasonable prices and stable supply of narcotic drugs, and are also willing to try new, high-quality and innovative narcotic drugs;

User satisfaction: the user satisfaction of narcotic drugs is the user's overall evaluation and feeling of narcotic drugs, that is, the user's satisfaction with the performance, safety, effect and side effects of narcotic drugs, as well as the satisfaction with the brand, price and supply of narcotic drugs;

User loyalty: the user loyalty of narcotic drugs is manifested by the user's repeated purchase and recommend behavior of narcotic drugs, that is, whether the user will continue to use and purchase the same brand or the same type of narcotic drugs, and whether he will recommend and introduce narcotic drugs to others;

User expectations: The user expectations of narcotic drugs are expressed as the user's hopes and suggestions for the future development and improvement of narcotic drugs, that is, the user hopes that narcotic drugs can be improved and innovated, and what expectations and requirements for narcotic drug companies.

According to the results of the survey, Shangpu Consulting Company put forward the following suggestions for the narcotic drug companies:

Strengthen product research and development and innovation, improve product performance, safety, effects, side effects and other advantages, to meet the high-end needs and expectations of users;

Strengthen the publicity and promotion of products, improve the brand awareness, reputation, loyalty and other advantages of products, and attract the attention and choice of users;

Strengthen the supply and service of products, improve the advantages of product price rationality, supply stability, service quality, etc., and retain the trust and support of users;

Strengthen product monitoring and feedback, improve product quality assurance, user satisfaction, user participation and other advantages, and promote user repeat purchase and recommend.

Shangpu Consulting Company submitted the research report to the narcotic drug company in the form of documents, which was highly praised and recognized by the company, and also provided strong support and guidance for the company's product optimization and innovation.