Purpose of 1. Market Research

Market research refers to the collection, collation, analysis and interpretation of market-related information to help companies understand market conditions, identify market opportunities, solve market problems, and formulate market strategies. The purpose of market research is mainly in the following aspects:

Understand the basic situation of market size, structure, distribution, growth, change, etc., evaluate market potential and prospects, and determine market goals and positioning.

Understand the needs, preferences, motivations, attitudes, behaviors and other characteristics of consumers, analyze the purchase process and influencing factors of consumers, identify consumer satisfaction and loyalty, and improve consumer satisfaction and loyalty.

Understand the scale, strength, strategy, advantages, disadvantages and trends of competitors, analyze the advantages and disadvantages of competitors, formulate competitive strategies and differentiation strategies, and improve competitive advantage and market share.

Understand the development status, trends, norms, policies, risks and other factors of the industry, analyze the opportunities and threats of the industry, formulate industry adaptation strategies and risk prevention measures, and promote the healthy development of the industry.

Understand the performance, characteristics, price, quality, image, brand and other elements of the product, analyze the advantages and disadvantages of the product, formulate product strategies and innovation strategies, and improve the competitiveness and market share of the product.

Understand the channels, methods, effects, costs and benefits of marketing, analyze the advantages and disadvantages of marketing, formulate marketing strategies and optimization strategies, and improve the efficiency and effectiveness of marketing.

Content of 2. market research

The contents of the market survey mainly include the following aspects:

Market environment analysis: analyze the macro and micro environment affecting the cinema line and the cinema industry, including political, economic, social, technological, legal, ecological and other macro factors, as well as suppliers, consumers, competitors, intermediaries, stakeholders and other micro factors, evaluate the opportunities and threats of the market environment, and determine the advantages and disadvantages of the market environment.

Market demand analysis: analyze the basic situation of the market scale, structure, distribution, growth and change of the cinema line and cinema industry, evaluate the market potential and prospects, determine the market target and positioning, predict the quantity and characteristics of market demand, and formulate the satisfaction strategy and stimulation strategy of market demand.

Consumer behavior analysis: analyze the needs, preferences, motivations, attitudes, behaviors and other characteristics of consumers in the cinema line and cinema industry, analyze the purchasing process and influencing factors of consumers, identify consumer satisfaction and loyalty, improve consumer satisfaction and loyalty, and formulate influence strategies and change strategies for consumer behavior.

Competitor analysis: analyze the scale, strength, strategy, advantages, disadvantages and trends of competitors in the cinema line and cinema industry, analyze the advantages and disadvantages of competitors, formulate competitive strategies and differentiation strategies, improve competitive advantages and market share, and formulate monitoring strategies and coping strategies for competitors.

Industry trend analysis: analyze the development status, trends, norms, policies, risks and other factors of the cinema line and cinema industry, analyze the opportunities and threats of the industry, formulate industry adaptation strategies and risk prevention measures, promote the healthy development of the industry, and formulate forecasting strategies and follow-up strategies for industry trends.

Methods of 3. Market Research

The methods of market research mainly include the following:

Literature survey method: Through the collection, collation, analysis and use of existing literature, such as books, newspapers, periodicals, papers, reports, statistical data, etc., to obtain market-related information, is the basic method of market research.

Observation survey method: It is an important method of market research to obtain market-related information by directly or indirectly observing market phenomena, such as consumer buying behavior, competitors' marketing activities, market trends, etc.

Interview survey method: through the market-related personnel, such as consumers, competitors, industry experts, government officials, face-to-face or telephone, network and other means of communication, access to market-related information, is a common method of market research.

Questionnaire survey method: Through the design, distribution, recovery, analysis and interpretation of a series of questionnaires about market problems, to obtain market-related information, is the main method of market research.

Experimental investigation method: It is an advanced method of market investigation by observing and measuring market-related results and obtaining market-related information through artificial intervention or manipulation of market-related variables under controlled or simulated conditions.

Steps to 4. Market Research

The steps of market research mainly include the following stages:

Determine the objectives of market research: clarify the theme, scope, object, duration, budget, etc. of market research, and formulate plans and programs for market research.

Design market research methods: select the appropriate market research methods, such as literature survey method, observation survey method, interview survey method, questionnaire survey method, experimental survey method, etc., design market research tools, such as questionnaires, interview guides, observation tables, experimental programs.

Collection of market research data: through the implementation of market research methods, such as questionnaires, interviews, observation of market phenomena, the implementation of experiments, etc., to collect market-related data, such as quantitative data, quality data, subjective data, objective data.

Analysis of market research data: through the use of statistical analysis, causal analysis, cluster analysis, regression analysis, related analysis and other methods, the collection of market data to organize, summarize, classify, compare, calculate, infer, etc., to obtain the results of market research and.Conclusion。

Write a market research report: according to the objectives, contents, methods, data, analysis, results andConclusion, write a market research report, including the title,Abstract、Keywords、TextReferences and other parts, using a standardized format and language, reflecting the value and significance of market research.

5. Market Research Cases

In order to better demonstrate the practical application and value of market research, the following are market research cases provided by Shangpu Consulting for multiple cinema line and cinema customers for reference.

Case 1: Market Research on China Market Entry Strategy for an International Cinema Line

The objectives of the market survey: to analyze the scale, growth, structure, distribution and characteristics of the Chinese film market, to assess the potential and prospects of the Chinese film market, to determine the objectives and positioning of the Chinese film market, and to formulate entry strategies and action plans for the Chinese market.

Market research methods: using the literature survey method, interview survey method, questionnaire survey method, etc., to collect the relevant data and information of the Chinese film market, such as film box office, movie attendance, movie frequency, movie viewing preference, movie viewing place, movie viewing time, movie viewing cost, etc.

The results of the market survey: The Chinese film market is one of the largest film markets in the world, with huge market potential and development space, but it is also facing fierce competition and diversified challenges. It is necessary to formulate appropriate market entry strategies and action plans according to the characteristics of the Chinese film market and the needs of consumers, such as choosing the right partner, establishing a reasonable pricing strategy, providing high-quality service quality, creating a unique brand image, etc.

Case 2: Market research to provide competitive advantage analysis for a domestic cinema line

The objectives of the market survey: analyze the competitive landscape, competitors, competitive strategies, competitive advantages, competitive disadvantages, etc. of domestic cinema lines, evaluate the competitiveness and market share of domestic cinema lines, determine the competitive objectives and strategies of domestic cinema lines, and formulate reports and recommendations for competitive advantage analysis.

Market research methods: using the literature survey method, observation survey method, interview survey method, etc., to collect the relevant data and information of the domestic cinema line, such as the scale, distribution, brand, product, price, service, marketing and so on.

The results of the market survey: the competition pattern of domestic cinemas shows the dual characteristics of centralization and decentralization. The competitors mainly include other domestic cinemas, international cinemas, independent cinemas, etc. The competition strategies mainly include scale expansion, differentiated positioning, diversified operation, innovative services, etc. The competitive advantages mainly include brand awareness, product diversity, price advantage, service quality, marketing effect, etc, competitive disadvantages mainly include cost pressure, management difficulty, risk control, innovation ability and so on. Domestic cinema lines need to formulate appropriate competitive strategies and action plans according to their own competitive advantages and disadvantages, such as strengthening brand building, improving product quality, optimizing price strategies, improving service levels, and enhancing marketing efforts.