Marketing strategy is a process in which an enterprise organizes various marketing activities in a planned way according to the market environment and customer needs in order to achieve its goals. Marketing strategy usually includes product strategy, price strategy, channel strategy and promotion strategy four aspects, these four aspects of coordination, together constitute the enterprise's marketing mix. To formulate an effective marketing strategy, it is necessary to deeply understand and analyze the market, find out the opportunities and risks of the market, clarify the objectives and positioning of the enterprise, select the appropriate target market and target customers, design products and services that meet the needs and expectations of customers, determine reasonable prices and profits, select effective channels and distribution methods, and adopt effective promotion and communication methods, establish and maintain good customer relationships, improve customer satisfaction and loyalty, increase the company's market share and brand awareness.

As a professional third-party consulting organization, market research companies can provide enterprises with objective, accurate and timely market information and insights, help enterprises analyze market opportunities and risks, and formulate effective marketing strategies. Market research companies provide various types of market research services for enterprises through professional data collection, processing, analysis and presentation methods, including industry research, market segmentation and user behavior research, channel model research, competitor research, market entry research, consumer research, investment decision evaluation, IPO market segmentation research, investment project feasibility study, business financing plan, etc. According to the different needs of enterprises, market research companies provide a combination of quantitative research and qualitative research programs, using questionnaires, in-depth interviews, focus groups, mysterious customers, laboratory tests, secondary data analysis and other technologies to collect and analyze market data and information, to provide valuable insights and suggestions for enterprises.

Shangpu Consulting Group Co., Ltd. (hereinafter referred to as "Shangpu Consulting"), with registered capital of 50 million, was founded in early 2008. After more than ten years of hard work, Shangpu Consulting has accumulated rich professional experience and customer resources in the fields of industry research, market research, investment and financing consulting, and IPO listing consulting. With strong consulting innovation capabilities, first-class service quality, and Strong market competitiveness is highly recognized by all sectors of society, and has now become one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China.

As one of the earliest consulting institutions to provide special market research services in China, Shangpu Consulting has experienced and witnessed the rapid development of China's market research industry in the past 14 years. It has provided professional market research and related consulting services to more than 5000 customers, serving customers Covering many industry fields, it has now become the most influential domestic leading brand in market research in China, and won the "China Market Research Customer Satisfaction Best Brand Award", it has the "the People's Republic of China Foreign-related Investigation License" issued by the National Bureau of Statistics of China ".

How can Champu Consulting help companies develop effective marketing strategies through market research services? In the following, we will combine the specific cases provided by Shangpu Consulting for customers such as an automobile brand, a cosmetics brand and an e-commerce platform, and show how market research companies can help enterprises solve practical problems in marketing and achieve performance growth and brand promotion through professional data analysis and suggestions from four aspects: product strategy, price strategy, channel strategy and promotion strategy.

Product Strategy

Product strategy refers to the enterprise according to market demand and competitive conditions, determine the product variety, quality, function, design, packaging, brand, warranty and other aspects of the plan and measures to meet the needs of the target market, improve the market competitiveness of products and differentiation advantages. Product strategy is the core of marketing strategy, because the product is the basic value provided by the enterprise to the customer, is the main motivation of the customer to buy, but also the main source of profit.

Market research companies can help companies develop and optimize their product strategies, including

Product development research: market research companies can help enterprises in different stages of product development, market demand analysis, product concept testing, product prototype testing, product packaging testing, product name testing, etc., to assess the market potential of products and customer acceptance, provide product improvement opinions and suggestions, reduce the risk of product development, improve the success rate of product development.

Product satisfaction research: market research companies can help enterprises to understand the advantages and disadvantages of products, the performance of products in various attributes, the comparison between products and competitors, product loyalty and recommend intention through the satisfaction survey of users of existing products, so as to evaluate the market performance and customer satisfaction of products, provide improvement direction and strategy of products, and improve market share and brand loyalty of products.

Product life cycle research: market research companies can help enterprises to understand the life cycle curve of products, predict the future development trend of products, and provide strategies to extend the life cycle of products, such as product innovation, product diversification, product differentiation, product positioning, etc., in order to delay the decline of products and extend the profit period of products.

The following is a market research case of the product strategy provided by Champ Consulting for an automobile brand:

A certain automobile brand is an internationally renowned automobile manufacturer. It mainly produces mid-to-high-end cars, SUVs and sports car. It has a high brand awareness and reputation. However, its sales volume and market share in the Chinese market have not been high. The main reason is that the product positioning is not clear, the product line is not complete, the product features are not prominent, the product price is unreasonable, and the product image does not conform to the aesthetics and preferences of Chinese consumers. The automobile brand hopes to understand the current situation and trend of China's automobile market through market research, analyze the needs and preferences of Chinese consumers, optimize the design and function of products, formulate appropriate product strategies, enhance the competitiveness and attractiveness of products, and increase the sales volume and market share of products.

Champ Consulting provides the following market research services for the automotive brand:

Market demand analysis: through the analysis of the historical data and future forecast of China's automobile market, Shangpu consulting understands the scale, growth rate, structure, segmentation and characteristics of China's automobile market, finds out the opportunities and challenges of the market, determines the market objectives and positioning, and selects the appropriate market segments and target consumers.

Product concept test: Shangpu Consulting tests the existing products of the automobile brand and the concept of new products planned to be launched to understand consumers' cognition, attitude and intention towards the products, evaluate the market potential and customer acceptance of the products, and provide suggestions and suggestions for product improvement.

Product prototype testing: Through testing the existing products of the car brand and the prototypes of new products planned to be launched, Shangpu Consulting understands consumers' evaluation of the product's appearance, function, performance, safety, comfort, etc., and evaluates the product Advantages and disadvantages, provide product optimization directions and strategies.

Product packaging testing: Shangpu Consulting tests the packaging of existing products of the car brand and new products planned to be launched to understand consumers' feedback on the design, color, material, logo, information, etc. of the product packaging, evaluate the influence and attractiveness of the product packaging, and provide suggestions and solutions for improving the packaging of the product.

Product name test: Shangpu Consulting tests the names of existing products of the car brand and new products planned to be launched to understand consumers' impression, understanding, memory, association, etc. of the product name, evaluate the suitability and differentiation of the product name, and provide suggestions and suggestions for the modification of the product name.

Through the above market research services, Shangpu Consulting helped the automobile brand understand the current situation and trend of China's automobile market, analyzed the needs and preferences of Chinese consumers, optimized the design and function of products, formulated appropriate product strategies, improved the competitiveness and attractiveness of products, and increased the sales volume and market share of products. The car brand expressed high satisfaction and appreciation for the market research service of Shangpu Consulting, and believed that Shangpu Consulting is a professional, reliable and efficient market research company, and is its long-term partner and strategic consultant.

Price Strategy

Price strategy refers to the plan and measures taken by an enterprise to determine the price level, price structure, price change and price elasticity of the product according to the market demand and competition situation, so as to achieve the profit target of the enterprise and improve the market competitiveness and value perception of the product. Price strategy is an important part of marketing strategy, because price is the source of income of enterprises, is the main factor of customer purchase, but also the means of competition.

Market research companies can help companies develop and optimize their pricing strategies, including

Price research: Market research companies can systematically analyze the cost, value, demand, competition and other aspects of the product, understand the price sensitivity and elasticity of the product, provide enterprises with price determination and adjustment suggestions, and improve the profit margin and market share of the product.

Price structure research: market research companies can understand the price structure and differences of products by making detailed comparisons of different versions, functions and services of products, provide enterprises with suggestions on price stratification and segmentation, and improve the added value and differentiation advantages of products.

Price strategy research: market research companies can understand the price strategy and impact of products through in-depth exploration of the competitive situation of the market, the psychology and behavior of customers, and provide enterprises with suggestions on price positioning and changes to improve the competitiveness and value of products.

For example, Shangpu Consulting has provided price research, price structure research, price strategy research and other services for a cosmetics brand, helping the brand to formulate a reasonable price strategy in the Chinese market and enhance the brand's image and sales performance. Through the systematic analysis of the cost, value, demand and competition of the brand's products, Shangpu Consulting found the advantages of the brand's products in terms of quality, effect and safety, as well as the disadvantages in price, popularity and channels, which provided the brand with suggestions for price determination and adjustment, and improved the profit margin and market share of the products. Shangpu Consulting also made a detailed comparison of the different versions, functions and services of the brand's products, understood the price structure and differences of the products, and provided suggestions on price stratification and segmentation for the brand. improve the added value and differentiation advantages of the product. Through in-depth exploration of the competitive situation of the market, the psychology and behavior of customers, we have understood the price strategy and influence of the product, provided the brand with suggestions on price positioning and changes, and improved the competitiveness and value of the product. The market research service of Shangpu Consulting provides strong support for the brand's price strategy, helps the brand to formulate a reasonable price strategy in the Chinese market, and enhances the brand's image and sales performance.

Channel Strategy

Channel strategy refers to the plan and measures of the enterprise to determine the distribution mode, distribution channel, distribution network and distribution cost of the product according to the market demand and competition situation, so as to realize the effective circulation of the product and improve the market coverage and availability of the product. Channel strategy is an important part of marketing strategy, because the channel is the bridge from the producer to the consumer, but also the contact between the enterprise and the customer, directly affects the sales volume of the product and the customer's purchase convenience.

Market research companies can help companies develop and optimize their channel strategies, including

Channel research: market research companies can systematically evaluate and analyze the distribution mode, distribution channel, distribution network and distribution cost of products, understand the circulation efficiency and circulation cost of products, provide enterprises with suggestions on channel selection and optimization, and improve the market coverage and availability of products.

Channel model research: market research companies can make a detailed comparison of the characteristics, advantages, disadvantages and applicability of different channel models, understand the channel adaptation and channel competitiveness of products, provide enterprises with suggestions for channel innovation and change, and improve the channel differentiation and competitive advantage of products.

Channel management research: market research companies can conduct in-depth exploration of channel organization, coordination, incentive and control, understand the channel cooperation degree and channel effect of products, provide suggestions for channel management and maintenance for enterprises, and improve the channel stability and channel loyalty of products.

For example, Shangpu Consulting has provided channel research, channel model research, channel management research and other services for an e-commerce platform, helping the platform to formulate effective channel strategies in the Chinese market and improve the flow and conversion rate of the platform. Through the systematic evaluation and analysis of the platform's distribution mode, distribution channel, distribution network, distribution cost and other aspects, Shangpu Consulting found the advantages of the platform's channels in terms of coverage, availability, efficiency and other aspects, as well as the disadvantages in terms of cost, competition, risk and other aspects, and provided suggestions for the selection and optimization of channels for the platform, increased market coverage and availability of the platform. Shangpu Consulting also made a detailed comparison of the characteristics, advantages, disadvantages and applicability of different channel models, and understood the channel adaptation and channel competitiveness of the platform. it provides suggestions for channel innovation and change for the platform, and improves the channel differentiation and competitive advantage of the platform. Through in-depth exploration of the organization, coordination, incentive and control of the channel, Shangpu Consulting has understood the channel cooperation degree and channel effect of the platform, provided suggestions on the management and maintenance of the channel for the platform, and improved the channel stability and channel loyalty of the platform. The market research service of Shangpu Consulting provides strong support for the channel strategy of the platform, helps the platform to formulate effective channel strategy in the Chinese market, and improves the flow and conversion rate of the platform.

Promotion Strategy

Promotion strategy refers to the enterprise according to market demand and competitive conditions, to determine the product promotion objectives, promotion means, promotion information, promotion budget and other aspects of the plan and measures, in order to achieve the effective promotion of products, improve the market awareness and purchase rate of products. Promotion strategy is an important part of marketing strategy, because promotion is the communication between the enterprise and the customer, but also the publicity of the enterprise, which directly affects the sales volume of the product and the purchase decision of the customer.

Market research companies can help companies develop and optimize their promotional strategies, including

Promotion research: market research companies can systematically evaluate and analyze the promotion objectives, promotion means, promotion information, promotion budget and other aspects of the product, understand the promotion effect and promotion cost of the product, provide enterprises with suggestions for the determination and optimization of promotion, and improve the market awareness and purchase rate of the product.

Research on promotion means: market research companies can make a detailed comparison of the characteristics, advantages, disadvantages and applicability of different promotion means, understand the promotion adaptation and promotion competitiveness of products, provide enterprises with promotion choices and innovative suggestions, and improve the promotion differentiation and competitive advantage of products.

Promotional information research: market research companies can conduct in-depth exploration of customer needs, motivations, preferences, attitudes, behaviors, etc., to understand the content, form, channel, frequency and other aspects of product promotional information, to provide companies with promotional information The design and dissemination of suggestions to improve the attractiveness and persuasiveness of product promotions.

For example, Shangpu Consulting has provided services such as promotion research, promotion method research, and promotion information research for a catering brand, helping the brand to formulate effective promotion strategies in the Chinese market and enhance brand awareness and sales performance. Through the systematic evaluation and analysis of the brand's product promotion objectives, promotion means, promotion information, promotion budget and other aspects, Shangpu Consulting found the brand's product advantages in taste, quality, service and other aspects, as well as the disadvantages in price, channel and publicity, which provided the brand with suggestions for the determination and optimization of promotion, and improved the market popularity and purchase rate of the product. Shangpu Consulting also made a detailed comparison of the characteristics, advantages, disadvantages and applicability of different promotional means, and understood the promotional adaptation and competitiveness of the products. it provides the brand with promotional choices and innovative suggestions, and improves the promotional differentiation and competitive advantage of the products. Through in-depth exploration of customers' needs, motivations, preferences, attitudes, behaviors and other aspects, Shangpu Consulting has understood the influence of the content, form, channel and frequency of product promotion information, provided suggestions for the design and dissemination of promotion information for the brand, and improved the attractiveness and persuasiveness of product promotion. The market research service of Shangpu Consulting provides strong support for the brand's promotion strategy, helps the brand to formulate effective promotion strategy in the Chinese market, and improves the brand's popularity and sales performance.

Conclusion

Marketing strategy is a process in which an enterprise organizes various marketing activities in a planned way according to the market environment and customer needs in order to achieve its goals. Marketing strategy usually includes product strategy, price strategy, channel strategy and promotion strategy four aspects, these four aspects of coordination, together constitute the enterprise's marketing mix. To formulate an effective marketing strategy, it is necessary to deeply understand and analyze the market, find out the opportunities and risks of the market, clarify the objectives and positioning of the enterprise, select the appropriate target market and target customers, design products and services that meet the needs and expectations of customers, determine reasonable prices and profits, select effective channels and distribution methods, and adopt effective promotion and communication methods, establish and maintain good customer relationships, improve customer satisfaction and loyalty, increase the company's market share and brand awareness.

As a professional third-party consulting organization, market research companies can provide enterprises with objective, accurate and timely market information and insights, help enterprises analyze market opportunities and risks, and formulate effective marketing strategies. Market research companies provide various types of market research services for enterprises through professional data collection, processing, analysis and presentation methods, including industry research, market segmentation and user behavior research, channel model research, competitor research, market entry research, consumer research, investment decision evaluation, IPO market segmentation research, investment project feasibility study, business financing plan, etc. According to the different needs of enterprises, market research companies provide a combination of quantitative research and qualitative research programs, using questionnaires, in-depth interviews, focus groups, mysterious customers, laboratory tests, secondary data analysis and other technologies to collect and analyze market data and information, to provide valuable insights and suggestions for enterprises.