1. Introduction

Marine biomedicine refers to drugs and products with therapeutic or preventive effects developed by using marine biological resources (including marine animals, marine plants, marine microorganisms, etc.), including marine drugs, marine biomedical materials, marine functional foods, marine cosmetics, etc. Marine biomedicine is an important part of the marine economy and one of the national strategic emerging industries, with huge market potential and development prospects.

As a large marine country with the world's first coastline and third marine area, China has rich and diverse marine biological resources, and the development of marine biomedical industry has unique advantages. It is estimated that the scale of China's marine biopharmaceutical market is expected to grow to about 100 billion billion yuan by 2025, accounting for 20% of the global market.

However, the marine biomedical industry is also facing many challenges, such as the difficulty of the development of marine biological resources, the difficulty of technological innovation, the fierce market competition, and the imperfect laws and policies. In order to effectively grasp the development status and trends of the marine biomedical industry, and provide a basis for strategic decision-making and marketing of enterprises, market research is an essential means. Market research refers to the process of collecting, collating, analyzing and interpreting market-related information to understand market demand, supply, competition, opportunities and threats, so as to provide a basis for market decision-making.

The methods of market research are mainly divided into two categories: one is qualitative research, that is, through in-depth interviews, focus groups, case studies, etc., to obtain in-depth information about the market, such as users' motives, attitudes, feelings, preferences, etc.; the second is Quantitative research, that is, through questionnaires, experiments, observations, etc., to obtain quantitative information about the market, such as user behavior, characteristics, satisfaction, loyalty, etc. The method of market research should choose the right combination according to different research purposes, objects and environments to achieve the best results.

Shangpu Consulting Company (S & P Consulting) is a well-known independent third-party research and investment and financing consulting organization in China, dedicated to providing professional solutions for corporate strategic decision-making. Shangpu Consulting Co., Ltd. has rich market research experience in the marine biomedical industry. It has provided professional market research and related consulting services for many marine biomedical enterprises. Its service customers cover many industry fields, such as marine drugs, marine biomedical materials, marine functional food, marine cosmetics, etc. Taking Shangpu Consulting Company as an example, this paper introduces its market research methods and cases in the marine biopharmaceutical industry, including industry analysis, market segmentation, competitor analysis, user demand analysis, market entry strategy, etc., in order to provide reference and reference for market researchers in the same industry.

2. Industry Analysis

Industry analysis refers to the systematic analysis of the overall situation of an industry, including the definition, scale, structure, development process, development status, development trend, influencing factors, policies and regulations, risk assessment and other aspects of the industry, in order to reveal the nature of the industry Characteristics, development laws, opportunities and challenges, and provide a basis for the strategic positioning and market selection of enterprises.

In its analysis of the marine biopharmaceutical industry, Champu Consulting has used the following methods:

-Literature review method: By collecting and sorting out relevant literature at home and abroad, such as industry reports, professional journals, academic papers, policy documents, etc., combing the development history, current situation and trends of the industry, summarizing the characteristics and laws of the industry, and analyzing the influencing factors and risk factors of the industry.

-Statistical analysis: By collecting and sorting out relevant domestic and foreign statistical data, such as industry output value, output, sales volume, price, profit, import and export, market share, R & D investment, etc., using descriptive statistics, correlation analysis, regression analysis, etc. Methods, quantitatively analyze the scale, structure, efficiency, competitiveness, etc. of the industry, and reveal the development trend and changing trend of the industry.

-Comparative analysis method: by collecting and sorting out relevant typical cases at home and abroad, such as industry leading enterprises, successful products, innovation models, etc., comparative analysis of their advantages and disadvantages in technology, market, management, etc., summarize the successful experience and lessons of the industry.

-SWOT analysis method: By collecting and sorting out relevant information at home and abroad, such as industry strengths, weaknesses, opportunities, threats, etc., using SWOT matrix, comprehensive analysis of the industry's internal conditions and external environment, assessment of the industry's development potential and competitive advantage, to provide reference for the strategic choice of enterprises.

Through the above methods, Champ Consulting conducted a comprehensive analysis of the marine biopharmaceutical industry and concluded that the following mainConclusion：

-The marine biomedical industry is a high-growth, high-tech, and high-value-added industry with broad market space and development prospects, and is an important part of the country's strategic emerging industries.

-The development of the marine biomedical industry is affected by many factors, including policy support, technological innovation, market demand, social cognition, international cooperation, etc. Among them, policy support and technological innovation are the main driving forces for the development of the industry, market demand and society Cognition is the main constraint factor for the development of the industry, and international cooperation is the main source of opportunities for the development of the industry.

-There are certain risks and challenges in the development of the marine biomedical industry, including the difficulty of resource development, long technology research and development cycle, high market access threshold, fierce market competition, imperfect regulations and policies, etc., which require joint efforts and coordinated solutions inside and outside the industry.

-The development trend of the marine biomedical industry is mainly manifested in the following aspects: First, the scale of the industry will continue to expand, and market demand will continue to grow, especially in the fields of aging, disease prevention and control, and health preservation; second, the industry structure will Continue to optimize, and the product range will continue to be enriched, especially in the fields of marine drugs, marine biomedical materials, marine functional foods, and marine cosmetics; third, the industry technology will continue to innovate, and the level of research and development will continue to improve, especially in the fields of the development and utilization of marine biological resources, the production and processing of marine biomedicine, and the quality control of marine biomedicine; fourth, the industry competition will continue to intensify, and the market pattern Will continue to change, especially in domestic and foreign competitors, emerging market participants, cross-border partners, etc; fifth, industry cooperation will continue to deepen, and market development will continue to expand, especially in international markets, regional markets, and market segments.

3. Market Segmentation

Market segmentation refers to the process of dividing a large market into several relatively uniform small markets according to certain standards or methods to meet different user needs, improve market efficiency and enhance market competitiveness.

In the segmentation of the marine biopharmaceutical market, Champu Consulting mainly uses the following methods:

-Product-based market segmentation: According to the different product types of marine biomedicine, the market is divided into marine drug market, marine biomedical materials market, marine functional food market, marine cosmetics market, etc., and the scale, structure, characteristics, demand and competition of each market segment are analyzed.

-User-based market segmentation: According to different user groups of marine biomedicine, the market is divided into medical institution market, pharmacy market, supermarket market, online market, etc., and the scale, structure, characteristics, demand, behavior, etc. of each market segment are analyzed.

-Market segmentation based on region: According to the different geographical distribution of marine biomedicine, the market is divided into domestic market and international market, and further divided into eastern market, central market, western market, North American market, European market, Asian market, etc. The scale, structure, characteristics, demand and environment of each market segment are analyzed.

Through the above methods, Champ Consulting has made a detailed segmentation of the marine biopharmaceutical market and obtained the following mainConclusion：

-The marine drug market is the core and focus of the marine biomedical market, occupying nearly 60% of the marine biomedical market, mainly including marine anti-tumor drugs, marine antibacterial drugs, marine antiviral drugs, marine anti-inflammatory drugs, marine anti-parasitic drugs, etc. The main users are medical institutions and pharmacies. The main regions are the domestic market and the North American market. The market demand is strong and the market competition is fierce, market access threshold is high.

-The marine biomedical materials market is an emerging and growing point of the marine biomedical market, accounting for nearly 20% of the marine biomedical market, mainly including marine biomedical polymer materials, marine biomedical ceramic materials, marine biomedical metal materials, marine biomedical composite materials, etc. The main users are medical institutions and pharmacies, and the main regions are the domestic market and the European market, with increasing market demand, market competition is medium, market access threshold is medium.

-The marine functional food market is a broad and stable marine biomedical market, accounting for nearly 15% of the marine biomedical market, mainly including marine functional food raw materials, marine functional food products, marine functional food additives, etc., the main users are supermarkets and online, the main regions are the domestic market and the Asian market, the market demand is stable, the market competition is low, and the market access threshold is low.

-The marine cosmetics market is the fashion and potential of the marine biomedical market, accounting for nearly 5% of the marine biomedical market, mainly including marine cosmetic raw materials, marine cosmetic products, marine cosmetic additives, etc., the main users are supermarkets and online, the main regions are the domestic market and the European market, the market demand is growing, the market competition is high, and the market access threshold is high.

4. competitor analysis

Competitor analysis refers to the systematic analysis of enterprises or products that compete with themselves in the same market or market segment, including the identification of competitors, the characteristics of competitors, the strategies of competitors, the advantages and disadvantages of competitors, and the reactions of competitors, so as to understand the strength, trends and behaviors of competitors, so as to formulate effective competitive strategies and improve their competitive advantages.

In conducting its marine biopharmaceutical competitor analysis, Champ Consulting has used the following methods:

-Competitor identification method: by collecting and sorting out relevant information at home and abroad, such as industry reports, professional journals, academic papers, policy documents, news media, corporate websites, etc., determine the main competitors that compete with themselves in the same market or market segment, such as leading enterprises, emerging enterprises, potential enterprises, etc.

-Competitor characteristics method: through the collection and collation of domestic and foreign relevant information, such as enterprise profile, enterprise history, enterprise scale, enterprise structure, enterprise culture, enterprise vision, etc., to analyze the basic characteristics of competitors, such as competitor's positioning, objectives, values, etc.

-Competitor strategy method: through the collection and collation of relevant information at home and abroad, such as enterprise strategy, enterprise planning, enterprise projects, enterprise cooperation, enterprise innovation, etc., to analyze the strategic behavior of competitors, such as competitors' product strategy, price strategy, promotion strategy, channel strategy, service strategy, etc.

-Competitor strengths and weaknesses method: By collecting and sorting out relevant information at home and abroad, such as corporate finance, corporate technology, corporate brand, corporate reputation, corporate satisfaction, etc., analyze the strengths and weaknesses of competitors, such as the financial strength of competitors, Technical level, brand influence, user loyalty, etc.

-Competitor response method: by collecting and sorting out relevant information at home and abroad, such as enterprise dynamics, enterprise changes, enterprise feedback, enterprise evaluation, etc., analyze the response ability of competitors, such as the sensitivity of competitors to market changes, the progress of their own problems, the response to competitive pressure, the satisfaction of user needs, etc.

Through the above methods, Champ Consulting conducted an in-depth analysis of marine biopharmaceutical competitors and concluded the following mainConclusion：

-The number and quality of marine biomedical competitors are constantly increasing, the competition pattern is becoming more and more complex, the forms of competition are becoming more and more diverse, the content of competition is becoming more and more extensive, and the degree of competition is becoming increasingly fierce.

-The characteristics of marine biomedical competitors are different, some take scale as the advantage, some take technology as the advantage, some take brand as the advantage, some take innovation as the advantage, some take service as the advantage, some take diversification as the advantage, and some take internationalization as the advantage.

-The strategies of marine biomedical competitors are also different. Some take differentiation as the strategy, some take low cost as the strategy, some take centralization as the strategy, some take diversification as the strategy, some take cooperation as the strategy, some take innovation as the strategy, and some take internationalization as the strategy.

-The advantages and disadvantages of marine biomedical competitors are also different. Some have advantages in finance, some in technology, some in brand, some in innovation, and some in service. There are advantages, some have advantages in diversification, and some have advantages in internationalization, but they also have corresponding disadvantages, such as financial risk, technological backwardness, brand weakening, innovation difficulty, service quality, diversification out of control, internationalization barriers.

-Marine biomedical competitors also have different reaction capabilities. Some are sensitive to market changes, some are slow to market changes, some are improving their own problems, some are ignoring their own problems, some are responding to competitive pressure, some are retreating from competitive pressure, some are satisfied with user needs, and some are ignoring user needs.

5. user demand analysis

User demand analysis refers to the systematic analysis of the needs of potential or existing users in the target market or market segments, including the identification of user needs, the classification of user needs, the measurement of user needs, the satisfaction of user needs, etc., in order to understand the user's demand characteristics, demand level, demand motivation, demand differences, etc., so as to provide a basis for product design, development, promotion and service.

In conducting the analysis of the needs of marine biomedical users, Champu Consulting has used the following methods:

-User interview method: Through in-depth face-to-face or telephone interviews with potential or existing users in the target market or market segment, direct feedback from users, such as users' needs, feelings, suggestions, etc., is obtained to understand the real needs and potential needs of users.

-User questionnaire method: by issuing or sending questionnaires to potential or existing users in the target market or market segment, indirect feedback from users, such as users' characteristics, behaviors, attitudes, satisfaction, etc., is obtained to understand the basic and explicit needs of users.

-User observation method: Obtain implicit feedback from users, such as users' habits, preferences, pain points, etc., to understand users' hidden needs and future needs by observing and recording the behavior of potential or existing users in the target market or market segment on the spot or video.

-User experiment method: by providing samples or prototypes of products to potential or existing users in the target market or market segment, allowing users to try or test, and obtain intuitive feedback from users, such as user experience, evaluation, improvement, etc., to understand the user's functional requirements and quality requirements.

Different user scenarios, different user purposes, etc. have different needs for marine biomedicine, such as treatment needs, prevention needs, health needs, beauty needs, etc. The second is the dynamics of user needs. With the changes of users' age, health status, lifestyle, consumption level, consumption concept, etc., the demand for marine biomedicine will also change, such as from single demand to multiple demand, from basic needs to advanced needs, from traditional needs to trendy needs, etc.; the third is the potential of user needs. Due to the low knowledge penetration of marine biomedicine, users have insufficient knowledge and understanding of marine biomedicine, and marine biomedicine The demand is often unclear or unclear, and needs to be explored and guided through market research and user education.

-The level of user needs of marine biomedicine is mainly manifested in the following aspects: first, functional requirements, that is, users' requirements for the basic functions and performance of marine biomedicine, such as the effective ingredients, pharmacological effects, indications, usage and dosage of marine biomedicine, adverse reactions, etc.; second, quality requirements, that is, users' requirements for the quality and safety of marine biomedicine, such as the quality standard, quality control, quality assurance, quality certification, etc. of marine biomedicine; the third is service demand, that is, the user's demand for the service and guarantee of marine biomedicine, such as marine biomedicine consulting service, after-sales service, complaint handling, Return and exchange, etc.; the fourth is value demand, that is, the user's demand for the value and benefit of marine biomedicine, such as the price, cost-effectiveness, cost-effectiveness, and social benefits of marine biomedicine; the fifth is emotional needs, that is, users' emotional and experience needs for marine biomedicine, such as the appearance, packaging, taste, smell, and feeling of marine biomedicine.

-The power of user demand for marine biomedicine is mainly manifested in the following aspects: First, the internal power, that is, the user's demand for marine biomedicine comes from its own internal factors, such as the user's health status, physiological needs, psychological needs, social needs, etc. The second is the external power, that is, the user's demand for marine biomedicine comes from external external factors, such as the user's family status, social environment, cultural background, policies and regulations, etc.; the third is positive motivation, that is, the user's demand for marine biomedicine comes from positive stimulation or influence, such as the user's interest, preference, trust, recognition, etc.; The fourth is negative motivation, that is, the user's demand for marine biomedicine comes from negative stimulation or influence, such as user pain, fear, dissatisfaction, resistance, etc.

-The differences in the needs of marine biomedicine users are mainly manifested in the following aspects: First, individual differences, that is, different users have different needs for marine biomedicine, such as the user's age, gender, education, income, occupation, etc.; The second is group differences, that is, different user groups have different needs for marine biomedicine, such as the user's region, ethnicity, religion, culture, etc; the third is the time difference, that is, the same user has different needs for marine biomedicine at different times, such as the user's season, festival, daily, emergency, etc.; the fourth is the situation difference, that is, the same user has different needs for marine biomedicine in different situations, such as the user's occasion, purpose, mood, state, etc.

6. market entry strategy

Market entry strategy refers to the specific action plan and implementation method formulated by an enterprise in order to enter the target market or market segment, including market selection, market positioning, market mix, market promotion, etc., in order to achieve market possession, market expansion, market maintenance and other objectives.

In its marine biopharmaceutical market entry strategy, Champu Consulting has adopted the following methods:

-Market selection method: through the segmentation and analysis of the marine biomedical market, determine the most attractive and potential target markets or market segments, such as marine drug market, marine biomedical material market, marine functional food market, marine cosmetics market, etc., as well as domestic market and international market, further divided into eastern market, central market, western market, North American market, European market, Asian market, etc.

-Market positioning method: through the analysis of marine biomedical products and the analysis of the target market or market segments, determine the position and image of the product in the market, such as the characteristics, advantages, differences, value, etc. of the product, as well as the relative position and difference with competitors, so as to provide the basis for product design, development, promotion and service.

-Market combination method: through the analysis of marine biomedical products and the analysis of the target market or market segment, the market combination of the product is determined, that is, the combination of the four elements of product, price, channel and promotion, so as to meet the user needs of the target market or market segment, improve the market competitiveness of the product and achieve the market goal of the product.

-Market promotion method: through the analysis of marine biomedical products and the analysis of target markets or market segments, determine the marketing methods and means of products, such as advertising, public relations, sales, network, etc., in order to improve the market awareness, market influence and market trust of products, increase the market sales of products and expand the market share of products.

Through the above methods, Champ Consulting has developed a detailed market entry strategy for marine biopharmaceuticals, resulting in the following mainConclusion：

-The choice of market entry strategy for marine biomedicine should be based on different product types, user needs, market environment, competitive conditions and other factors for comprehensive consideration, can not be generalized, can not blindly follow the trend, according to their own advantages and characteristics, to develop their own market entry strategy.

-The implementation of the marine biopharmaceutical market entry strategy should be dynamically adjusted according to different market stages, market changes, market feedback and other factors. It should not be static or complacant. It should be based on the actual situation of the market, flexible response and continuous improvement to achieve the best Market effect.

7.Conclusion

Taking Shangpu Consulting Company as an example, this paper introduces its market research methods and cases in the marine biopharmaceutical industry, including industry analysis, market segmentation, competitor analysis, user demand analysis, market entry strategy, etc., in order to provide reference and reference for market researchers in the same industry. This paper argues that the marine biomedical industry is a high-growth, high-tech, high value-added industry, with broad market space and development prospects, but also faces many challenges and risks, the need for systematic market research to understand the industry's development status and trends, to provide a basis for strategic decision-making and marketing. This paper also holds that the method of market research should choose the right combination according to different research purposes, objects and environments to achieve the best effect, and the results of market research should be dynamically adjusted according to different market stages, market changes and market feedback to achieve the best market effect.