Purpose of 1. Market Research

Market research is the activity of collecting, analyzing and interpreting market-related information to achieve a specific purpose. In the engineering construction industry, the purpose of market research is mainly the following:

Provide a basis for project investment decisions. Market research can help the owner to evaluate the feasibility, sustainability and profitability of the project. Through the research on market scale, demand forecast, competition analysis and risk assessment, the key elements such as investment scale, capacity planning, product portfolio, process scheme and market positioning of the project are determined to provide scientific basis for project investment decision-making.

为项目管理提供指导。市场调研可以帮助承包商优化项目管理，通过对市场变化、客户需求、供应商能力、法规政策等方面的跟踪和分析，及时调整项目的设计、采购、施工、质量、进度、成本等管理要素，为项目管理提供有效的指导。

为项目优化提供建议。市场调研可以帮助业主和承包商发现项目的优化潜力，通过对市场机遇、技术创新、管理创新、价值工程等方面的探索和研究，提出项目的优化建议，为项目提升价值和竞争力提供参考。

Content of 2. market research

市场调研的内容根据不同的目的和阶段，可以有所差异，但一般包括以下几个方面：

Market overview. Market overview is the basis of market research, including the definition, division, scale, structure, characteristics, development process, development status, development trend, etc. of the market, as well as the influencing factors of the market, such as policies and regulations, economic environment, social culture, natural resources, etc.

market demand. Market demand is the core of market research, including the total demand, sub-demand, potential demand, effective demand, etc., as well as the influence factors of market demand, such as customer characteristics, purchase behavior, purchase motivation, purchasing power, demand elasticity and so on.

market supply. Market supply is an important part of market research, including total supply, sub-supply, potential supply, effective supply, etc., as well as factors influencing market supply, such as supplier characteristics, production capacity, cost structure, price strategy, supply channels, etc.

market competition. Market competition is the key link of market research, including the degree of competition in the market, the competitive landscape, competitors, competitive strategies, competitive advantages, competitive disadvantages, etc., as well as the factors affecting market competition, such as industry barriers, substitutes, new entrants, bargaining power, partnerships and so on.

Market risk. Market risk is an important supplement to market research, including the type of risk, degree of risk, source of risk, risk impact, risk response, etc., as well as the impact of market risk factors, such as uncertainty, instability, uncontrollability, unpredictability and so on.

3. methods of market research

Market research methods can be divided into two categories: one-time research and continuous research. One-time research refers to a one-time information collection and analysis of a particular market problem or purpose, such as feasibility studies, project evaluation, market testing, etc. Continuous research refers to the research methods of continuous information collection and analysis of the whole or part of the market, such as market monitoring, market tracking, market forecasting, etc.

Market research methods can also be divided into two categories: quantitative research and qualitative research. Quantitative research refers to the method of measuring and evaluating the quantity, scale, proportion and trend of the market through mathematical statistics and analysis, such as questionnaire survey, experimental design, mathematical model and so on. Qualitative research refers to non-mathematical methods to describe and explain the characteristics, motivations, attitudes, opinions, etc. of the market, such as interviews, observations, case studies, focus groups, etc.

Market research methods can also be divided into two categories: active research and passive research. Active research refers to the research methods designed and implemented by the investigator, such as questionnaires, interviews, experimental design, etc. Passive research refers to the research methods, such as literature analysis, data mining, web search, etc., that are analyzed by the researcher using the information already available or provided by others.

Market research methods can also be divided into two categories: internal research and external research. Internal research refers to the method of using the enterprise's own information resources to conduct research, such as financial statements, sales records, customer files, employee feedback, etc. External research refers to the method of using information resources outside the enterprise to conduct research, such as government data, industry reports, expert opinions, media reports, etc.

The methods of market research should be flexibly selected and combined according to different purposes, contents, stages and conditions in order to achieve the best research results.

4. market research steps

The steps of market research generally include the following aspects:

Determine the purpose of the research. The purpose of research is the starting point and destination of market research, and is the basic basis for guiding the direction and scope of market research. The research purpose should be clear, specific, feasible and measurable.

Design research plan. The research plan is the specific implementation plan of market research, which mainly includes the content, method, object, sample, tool, time, budget, personnel, etc. The research plan should be scientific, reasonable, perfect and operable.

执行调研活动。调研活动是市场调研的实际操作过程，主要包括信息的收集、整理、存储、传递等。调研活动应有效、规范、准确、及时。

Analysis of research data. Research data is an important result of market research, including data cleaning, coding, classification, summary, statistics, analysis, interpretation and so on. The survey data should be objective, true, reliable and meaningful.

撰写调研报告。调研报告是市场调研的最终呈现形式，主要包括报告的结构、内容、格式、语言、图表、附件等。调研报告应简洁、明了、逻辑、有说服力。

五、市场调研的案例

In order to better demonstrate the value and effect of market research, this paper will be combined with the practice of Shangpu Consulting Company, a brief introduction and analysis.

案例一：某国际知名建筑公司的中国市场战略研究。该公司是全球领先的建筑设计和工程咨询公司，拥有多项世界级的标志性建筑项目，但在中国市场的发展并不顺利，面临着激烈的竞争和低效的运营。尚普咨询公司为该公司提供了中国市场战略研究的服务，通过对中国建筑市场的深入调研，分析了该公司的市场定位、竞争优势、客户需求、合作伙伴等，提出了针对中国市场的差异化和本土化的战略建议，包括选择合适的市场细分、提升品牌知名度、优化组织结构、拓展业务范围、加强合作关系等，为该公司在中国市场的成功发展奠定了基础。

案例二：某国内大型建筑企业的项目投资可行性研究。该企业是国内领先的建筑综合服务提供商，拥有多项优质的建筑项目，但在项目投资方面缺乏系统的方法和流程，导致投资效率低下，投资风险高昂。尚普咨询公司为该企业提供了项目投资可行性研究的服务，通过对项目的市场需求、技术可行性、经济可行性、社会可行性等方面的全面调研，评估了项目的投资价值、投资回报、投资风险等，为项目的投资决策提供了科学的依据和建议。

Case three: a domestic small and medium-sized construction enterprise project management optimization research. The enterprise is a professional construction enterprise in China, with a certain market share and customer base, but there are many problems in project management, such as imperfect management system, irregular management process, imperfect management tools, unprofessional management personnel, etc., affecting the quality, progress, cost and safety of the project. Shangpu Consulting Company provides the service of project management optimization research for the enterprise, through in-depth research on the management status, management problems and management needs of the project, analyzes the management potential, management obstacles and management improvement of the project, and puts forward the management optimization suggestions for the project, including the establishment of a sound management system, the development of a reasonable management process, the use of advanced management tools, training professional management personnel, etc., for the project management to improve efficiency and effectiveness of the reference.