Basic concepts and processes of 1. market research

Market research is a systematic collection, analysis and interpretation of market-related information activities, designed to help companies understand the current situation, trends, opportunities and challenges of the market, so as to make effective market strategies and decisions. The object of market research can be the overall environment of the market, the segment of the market, the target customers of the market, the competitors of the market, the potential demand of the market, etc. The purpose of market research can be to solve a specific market problem, to assess a specific market opportunity, to monitor a specific market change, to predict a specific market trend, etc.

The basic process of market research generally includes the following steps:

(1) Determine the objectives and scope of market research. This is the starting point of market research, but also the guidance of market research. The objectives and scope of market research should be clear, specific and feasible, reflecting the market needs and problems of the enterprise, and providing useful information and basis for the enterprise's market decision-making.

(2) design of market research programs and methods. This is the core of market research, but also the key to market research. The plan and method of market research should be scientific, reasonable and effective, can adapt to the target and scope of market research, and can ensure the quality and efficiency of market research. The scheme and method of market research mainly include the source of data, the type of data, the method of data collection, the method of data analysis, etc.

(3) Implementation of market research activities and operations. This is the practice of market research, but also the process of market research. Market research activities and operations should be standardized, detailed and accurate, able to obtain reliable and effective market data in accordance with market research programs and methods, and able to avoid or reduce market research errors and deviations.

(4) Write market research reports and recommendations. This is the result of market research and the value of market research. Market research reports and recommendations should be complete, clear, and powerful, and be able to summarize and summarize market research objectives, plans, methods, activities, operations, data, analysis,Conclusionetc., to be able to propose reasonable and feasible market strategies and decision-making recommendations for market issues and opportunities.

The main methods and skills of 2. market research.

Market research methods and techniques are an important tool for market research and the core content of market research. The methods and techniques of market research include two main categories: data collection methods and data analysis methods.

(1) Methods of data collection

The method of data collection refers to the way in which market information is obtained in market research, which is mainly divided into second-hand data collection methods and first-hand data collection methods.

Second-hand data collection method refers to the use of existing market information, such as government statistics, industry reports, professional journals, network information, etc., market research methods. The advantages of the second-hand data collection method are low cost, fast speed and wide range, which is suitable for preliminary understanding and analysis of the market. The disadvantage of second-hand data collection methods is that the timeliness, accuracy, relevance, comparability, etc. of the data may not be high, and screening and evaluation are required.

The first-hand data collection method refers to the method of obtaining original market information and conducting market research through self-designed and implemented market research, such as questionnaire survey, interview survey, experimental survey, observation survey, etc. The advantage of the first-hand data collection method is that the data is highly targeted, controllable, reliable and flexible, which is suitable for in-depth exploration and analysis of the market. The disadvantages of first-hand data collection methods are high cost, long time, difficulty, and need to be planned and managed.

(2) Methods of data analysis

The method of data analysis refers to the way in which market information is processed and interpreted in market research, which is divided into descriptive data analysis methods and inferential data analysis methods.

Descriptive data analysis methods refer to the use of charts, values, indicators, etc., to summarize and display market data, such as frequency distribution, percentage distribution, average, standard deviation, correlation coefficients and so on. The role of descriptive data analysis methods is to help market researchers understand the basic characteristics and patterns of market data and provide a basis for further data analysis.

Inferential data analysis methods refer to the use of statistical models, hypothesis testing, parameter estimation, etc., to reason and judge market data, such as t-test, variance analysis, regression analysis, factor analysis, cluster analysis, etc. The role of infersive data analysis methods is to help market researchers explore the deep-seated causal and structural relationships of market data and provide a basis for market decision-making.

Application and Value of 3. Market Research in Real Estate Intermediary Service Industry

The real estate intermediary service industry is an industry closely related to market demand, competitive environment, policies and regulations. Market research has important application and value in the real estate intermediary service industry. Market research can help real estate intermediary service companies and brokers:

(1) Understand the overall situation and development trend of the real estate market, such as the supply and demand relationship, price level, transaction volume, market structure and market cycle of the real estate market, so as to grasp the opportunities and risks of the market and formulate reasonable market objectives and strategies.

(2) Understand the segmentation and competition pattern of the real estate intermediary service market, such as the scale, growth rate, market share, market concentration, market segmentation type, market competitors, etc. of the real estate intermediary service market, so as to determine the positioning and differentiation of the market, and formulate targeted market combinations and strategies.

(3) Understand the characteristics and needs of the target customers of real estate intermediary services, such as the demographic characteristics, psychological characteristics, behavioral characteristics, purchase motivation, purchase process, purchase preferences, etc. of the target customers of real estate intermediary services, so as to determine the segmentation and selection of the market, and formulate effective market communication and strategies.

(4) Understand the characteristics and value of the products and services of real estate intermediary services, such as the function, quality, design, brand, price, channel, promotion, etc. of the products and services of real estate intermediary services, so as to determine the supply and demand of the market and formulate appropriate market pricing and strategies.

(5) Understand the policies, regulations and social responsibilities of real estate intermediary services, such as the content, changes, impacts, and compliance of the policies and regulations of real estate intermediary services, such as the content, performance, and effects of the social responsibilities of real estate intermediary services, so as to determine Market opportunities and threats, formulate market strategies and decisions that conform to laws and ethics.

Market Research Case of 4. Shangpu Consulting Company in Real Estate Intermediary Service Industry

Shangpu Consulting Company is a company specializing in market research and consulting services. It has rich market research experience and excellent market research team to provide high-quality market research and consulting services to customers in all walks of life. Shangpu Consulting also has a number of successful market research cases in the real estate intermediary service industry. The following is a brief introduction of two of them:

(1) Research on the entry strategy of the Chinese market for an international real estate intermediary service company.

The purpose of the project is to provide an international real estate intermediary service company with entry strategies for the Chinese market, including market selection, positioning, combination, and communication. The following market research methods were used by Champ Consulting:

-Through the second-hand data collection method, the overall situation, development trend, regional differences, consumption characteristics and other information of China's real estate market are collected and analyzed, as well as the scale, growth rate, market share, market structure, market competitors and other information of China's real estate intermediary service market, providing basic data for market selection and positioning.

-Through the first-hand data collection method, designed and implemented a questionnaire survey and interview survey for the target customers of China's real estate intermediary services, collected and analyzed the demographic characteristics, psychological characteristics, behavioral characteristics, purchase motivation, purchase process, purchase preferences and other information of the target customers, providing in-depth data for market segmentation and selection.

-Through descriptive data analysis methods, using charts, values, indicators, etc., the collected market data are summarized and displayed, which provides a basis for further data analysis.

-Through inferential data analysis methods, statistical models, hypothesis testing, parameter estimation, etc., the collected market data are reasoned and judged to provide a basis for market decision-making.

According to the results of market research, Shangpu Consulting Company has put forward the following market entry strategy suggestions for the international real estate intermediary service company:

-Market selection: It is recommended that the company choose China's first-tier cities and some second-tier cities as market entry points, because the real estate market in these cities is more mature, active, and has potential, and there are more high-end customers and international customers. The company's brand positioning and business characteristics.

-Market positioning: It is recommended that the company be positioned as a company that provides high quality, high-efficiency, and high-reputation real estate intermediary services to distinguish it from other real estate intermediary service companies in the Chinese market and establish its own brand image and competitive advantage.

-Market combination: It is recommended that the company provide the following products and services according to the characteristics and needs of the Chinese market:(1) Provide international customers with cross-border real estate intermediary services, including trading, leasing, investment, management, etc.;(2) Provide customized real estate intermediary services for high-end customers, including exclusive housing, consultants, plans, etc;(3) Provide standardized real estate intermediary services for ordinary customers, including online housing, appointments, contracts, etc.

-Market communication: It is recommended that the company adopt the following market communication strategies:(1) Use the Internet, social media, email, etc. to conduct online market promotion and promotion to increase the company's visibility and influence;(2) Use newspapers, magazines, TV, radio, etc., to conduct offline market promotion and promotion to improve the company's reputation and reputation;(3) the use of customer recommend, evaluation, feedback, etc., word-of-mouth marketing and promotion, improve the company's loyalty and satisfaction.

The effect of the project is: the international real estate intermediary service company successfully entered the Chinese market, and within a year has achieved good performance and market share, has been recognized and praised by customers.

(2) Research on market satisfaction and loyalty for a domestic real estate intermediary service company

The purpose of the project is to provide a domestic real estate intermediary service company with market satisfaction and loyalty research, including market satisfaction and loyalty measurement, analysis, improvement, etc. The following market research methods were used by Champ Consulting:

-Through the first-hand data collection method, design and implement the questionnaire survey and interview survey for the company's existing customers and potential customers, collect and analyze the relevant information of customer satisfaction and loyalty, such as customer expectations, feelings, evaluation, suggestions, complaints, re-purchase intention, recommend intention, etc., which provides the original data for the measurement and analysis of market satisfaction and loyalty.

-Through descriptive data analysis methods, using charts, values, indicators, etc., the collected market data are summarized and displayed, which provides a basis for further data analysis.

-Through inferential data analysis methods, statistical models, hypothesis testing, parameter estimation, etc. are used to reason and judge the collected market data, which provides a basis for market improvement.

According to the results of market research, Shangpu Consulting Company has put forward the following suggestions for the improvement of market satisfaction and loyalty for the domestic real estate intermediary service company:

-Improve the quality and efficiency of products and services of real estate intermediary services, such as providing more housing information, faster housing matching, more professional housing evaluation, more convenient housing transactions, etc., to improve customer satisfaction and loyalty.

-Improve customer relationship management of real estate intermediary services, such as establishing customer files, classifying customers, providing customer return visits, handling customer complaints, rewarding customer loyalty, etc., to improve customer satisfaction and loyalty.

-Improve the brand image and reputation of real estate intermediary services, such as formulating brand strategy, conducting brand promotion, enhancing brand awareness, influence, reputation, etc., to improve customer satisfaction and loyalty.

The effect of the project is: the domestic real estate intermediary service company successfully improved market satisfaction and loyalty, and increased the number of customers and market share within one year, which was recognized and praised by customers.

5. Conclusion

Market research is a systematic collection, analysis and interpretation of market-related information activities, designed to help companies understand the current situation, trends, opportunities and challenges of the market, so as to make effective market strategies and decisions. The basic process of market research includes determining the objectives and scope of market research, designing market research programs and methods, implementing market research activities and operations, and writing market research reports and recommendations. The main methods and techniques of market research include data collection methods and data analysis methods. Market research has important application and value in the real estate intermediary service industry, which can help real estate intermediary service enterprises and brokers understand the overall situation and development trend of the real estate market, the segmentation and competition pattern of the real estate intermediary service market, the characteristics and needs of the target customers of the real estate intermediary service, the characteristics and value of the products and services of the real estate intermediary service, the policies, regulations and social responsibilities of the real estate intermediary service, etc, so as to formulate reasonable market objectives and strategies. Shangpu Consulting Company is a company specializing in market research and consulting services. There are also many successful market research cases in the real estate intermediary service industry, which shows the specific application and effect of market research in the real estate intermediary service industry. it proves the importance of market research to improve the service quality and competitiveness of real estate intermediary.