1. Market research strategy and tactical concepts

The strategy and tactics of market research are two important aspects of market research, which complement each other and constitute a complete system of market research. The concept of strategy and tactics of market research can be understood in the following ways:

The strategy of market research refers to the overall goal, direction and scope of market research, which determines the subject, content and object of market research, as well as the expected results and value of market research. The strategy of market research is the soul of market research, which embodies the significance and purpose of market research, and is also the basis and guidance of market research tactics.

The tactics of market research refer to the specific methods, methods and steps of market research, which involve the data source, data collection, data analysis, data presentation and other aspects of market research, as well as the organization, management, control and evaluation of market research. The tactics of market research is the tool of market research, which embodies the technology and method of market research, and is also the realization and guarantee of the strategy of market research.

2. Characteristics of market research strategies and tactics

The strategies and tactics of market research have the following characteristics:

The strategies and tactics of market research are dynamic, and they need to be constantly adjusted and optimized according to market changes and changes in demand to adapt to market developments and changes.

The strategies and tactics of market research are interdependent, and they need to be coordinated and coordinated with each other in order to achieve the objectives and effects of market research. The strategy of market research determines the tactics of market research, and the tactics of market research reflect the strategy of market research.

The strategies and tactics of market research are diverse, and they need to be selected according to the object, content, purpose and environment of the market research to adapt to the diversity and complexity of the market research.

3. Types of strategies and tactics for market research

The strategies and tactics of market research can be divided into different types according to different classification criteria. The following are several common classification methods:

According to the purpose of market research, it can be divided into descriptive market research, explanatory market research and predictive market research. The purpose of descriptive market research is to describe the current situation and characteristics of the market, the purpose of explanatory market research is to explain the causes and effects of the market, and the purpose of predictive market research is to predict the trend and development of the market.

According to the content of market research, it can be divided into product market research, price market research, promotion market research and channel market research. The content of the product market survey is the demand, characteristics, quality, brand, etc. of the product, the content of the price market survey is the level of price, flexibility, strategy, etc., the content of the promotion market survey is the way of promotion, effect, strategy, etc., the content of the channel market survey is the type of channel, structure, choice, etc.

According to the method of market research, it can be divided into literature survey, questionnaire survey, interview survey, observation survey and experimental survey. The method of literature survey is to use the existing literature to analyze, the method of questionnaire survey is to use the designed questionnaire to collect data, the method of interview survey is to use face-to-face or telephone to communicate, the method of observation survey is to use direct or indirect way to observe, the method of experimental investigation is to use the way of control variables to carry out experiments.

According to the way of market survey, it can be divided into census, sample survey, typical survey and key survey. The way of census is to investigate all the survey objects. The way of sampling survey is to investigate some of the survey objects. The typical way of survey is to investigate the representative survey objects, and the way of key investigation is to investigate the important survey objects.

4. Principles of market research strategies and tactics

The strategies and tactics of market research should follow the following principles:

The principle of purpose, that is, the strategy and tactics of market research should clarify the purpose of market research, be purpose-oriented, and avoid deviating from the purpose or purposeless investigation.

The principle of effectiveness, that is, the strategy and tactics of market research should ensure the effectiveness of market research, that is, to obtain true, accurate and reliable data, to avoid invalid, wrong, false data.

The principle of economy, that is, the strategy and tactics of market research should consider the economy of market research, that is, under the premise of ensuring the quality of market research, try to save the cost of market research and avoid wasting the resources of market research.

The principle of flexibility, that is, the strategy and tactics of market research should be flexible, that is, the strategy and tactics of market research can be adjusted and optimized in a timely manner according to changes in the market and changes in demand, so as to avoid rigid and solidified market research.

5. Market research strategy and tactical steps

The strategic and tactical steps of market research can be summarized in the following stages:

Determine the purpose and scope of market research, that is, to clarify the subject, content and object of market research, as well as the expected results and value of market research.

Design market research programs and tools, I .e. select market research methods, methods and steps, as well as design market research questionnaires, interview guides, observation tables, experimental programs, etc.

The implementation of market research data collection, that is, according to the market research program and tools, the object of market research data collection, including data acquisition, recording, sorting and storage.

The data analysis of market research, that is, according to the purpose and scope of market research, the data analysis of market research data, including data cleaning, processing, statistics, modeling, interpretation, etc.

The preparation of market survey data presentation, that is, according to the market survey data analysis, the market survey data data presentation, including data visualization, reports, presentations, recommendations, etc.

Assessing the effectiveness and value of market research, I .e., assessing the effectiveness and value of market research based on the presentation of market research data, including testing of effectiveness, measurement of value, collection of feedback, and presentation of improvements.

6.Conclusion

This paper systematically analyzes and discusses the concepts, characteristics, types, principles and steps of market research strategies and tactics, aiming to provide theoretical and methodological guidance for the practice of market research. This paper holds that the strategy and tactics of market investigation are two important aspects of market investigation, which complement each other and constitute a complete system of market investigation. The strategies and tactics of market research should follow the principles of purpose, effectiveness, economy and flexibility, and should be selected and designed according to the purpose, content, methods and methods of market research, and should be adjusted and optimized according to changes in the market and changes in demand to improve the effectiveness and value of market research.

There are still some limitations and shortcomings in this study, which need to be improved and perfected in future research. For example, the data in this paper are derived from the network and literature, there may be some selection bias and incomplete information, and more data sources and methods are needed to verify the robustness and universality of the conclusions of this paper. In addition, this paper only considers the generality and generality of market research strategies and tactics, may ignore the particularity and individuality of market research strategies and tactics, and needs to improve the research content and methods of this paper through more cases and empirical analysis.