Basic concepts of 1. market research

Market research is the process of collecting, collating, analyzing and interpreting market-related information to understand market demand, supply, competition, opportunities and threats, and to provide a basis and advice for marketing, product development, investment decisions, etc. Market research is a kind of market research, market research refers to the systematic study of all aspects of the market, including market research, market analysis, market forecasting, market planning and so on.

The purpose of market research is to help companies better understand the current situation and changes in the market, identify market problems and opportunities, assess market potential and risks, formulate and adjust market goals and strategies, and improve market efficiency and effectiveness. The contents of market research mainly include the following aspects:

-Market demand: refers to the demand and demand characteristics of a product or service in the market, including the scale, structure, distribution, change, influencing factors, etc.

-Market supply: refers to the supply and supply characteristics of a product or service provided in the market, including the scale, structure, distribution, change, influencing factors, etc.

-Market competition: refers to the competitive situation and competitive strategy between competitors in the market, including the number, type, scale, advantages, disadvantages, objectives, strategies, etc. of competitors.

-Market opportunities: refers to the market space, market demand, market innovation, etc. that exist or may appear in the market that is conducive to the development of the enterprise, including the source, nature, degree, and sustainability of the opportunity.

-Market threat: refers to the market risks, market obstacles, market changes, etc. that exist or may appear in the market that are not conducive to the development of the enterprise, including the source, nature, degree and persistence of the threat.

Market research methods are mainly the following:

-Documentary method: refers to the access to basic information and general laws of the market by consulting and analyzing various documents related to the market, such as books, newspapers, periodicals, networks, reports, etc.

-Observation method: refers to the direct or indirect observation of market phenomena and behavior, such as market size, structure, distribution, change, demand, supply, competition, etc., to obtain the specific situation and special laws of the market.

-Survey method: refers to the design and implementation of questionnaires, interviews, seminars, experiments, etc., to the relevant subjects of the market, such as consumers, suppliers, competitors, experts, etc., to collect and feedback the opinions and suggestions of the market, to obtain the subjective information and deep laws of the market.

-Statistical method: refers to the collection, collation, analysis and interpretation of market data through the use of mathematical and statistical principles and methods, such as descriptive statistics, inferential statistics, regression analysis, factor analysis, cluster analysis, etc., to obtain quantitative information and objective laws of the market.

The steps of market research are mainly the following:

-Determination of research objectives: to clarify the purpose, content, scope and requirements of market research, and to provide guidance for the implementation of market research.

-Design research plan: refers to the selection of appropriate market research methods, the formulation of detailed market research plans, the arrangement of necessary market research resources, the estimation of possible market research costs and benefits, etc., to provide protection for the implementation of market research.

-Implementation of research activities: refers to the specific operations of market research in accordance with the market research plan, such as collecting and sorting market data, conducting market observation and investigation, analyzing and interpreting market information, etc., to provide a basis for the output of market research.

-Writing research reports: refers to the preparation of systematic market research reports based on the results of market research, including the background, objectives, methods, processes, results,Conclusion, recommendations, etc., to support the application of market research.

-Application research results: Refers to the market research report, according to the content of the market research report, for the enterprise's marketing, product development, investment decision-making, etc. to provide reference and advice, to achieve the value of market research.

Market Research Examples 2. Solid State Capacitor Industry

Solid-state capacitor is a new type of electronic component, which has the characteristics of high frequency, low power consumption, high stability and long life. With the continuous development of science and technology, solid-state capacitors are more and more widely used in electronic products, especially in new energy vehicles, communications, aerospace and other fields. In order to better understand the market status and development trend of the solid-state capacitor industry, this paper takes Shangpu Consulting Company as an example to introduce the process and results of its market research project for a solid-state capacitor manufacturer.

Shangpu Consulting Company is a professional market research and investment consulting agency, established in 2008, with a foreign-related investigation license issued by the National Bureau of Statistics, and has provided professional market research and related consulting services to more than 5000 clients. Shangpu Consulting has rich experience and resources in the solid-state capacitor industry, and has provided market research and investment consulting services for many solid-state capacitor manufacturers and investment institutions.

The customer of this market research project is a solid-state capacitor manufacturer located in Guangdong Province, which mainly produces inorganic dielectric capacitors and organic dielectric capacitors. The products are mainly used in industrial equipment and consumer electronics. The customer's market research goal is to understand the market size, market structure, market competition, market opportunities and market threats of the solid capacitor industry, and provide reference and suggestions for customer's product development and market expansion.

Champu Consulting has designed the following market research solutions for its clients:

-Market research methods: the use of literature, observation, investigation and statistical methods, the comprehensive use of qualitative and quantitative analysis methods, a comprehensive collection and analysis of solid capacitor industry market information.

-Market research plan: it is divided into four stages, namely, preparation for market research, field implementation of market research, data processing of market research and writing of market research report, which is expected to take a total of two months.

-Market research resources: The market research team is composed of six professional consultants from Shangpu Consulting Company, who are responsible for different market research tasks, with rich market research experience and professional knowledge of solid capacitor industry. Market research equipment includes computers, mobile phones, cameras, recording pens, printers, etc., to ensure the smooth progress of market research.

-Market research cost: The total cost of market research is 200000 yuan, of which labor cost is 100000 yuan, equipment cost is 20000 yuan, travel cost is 50000 yuan, and other costs are 30000 yuan. The total benefit of market research is 300000 yuan, of which the value of market research report is 200000 yuan and the added value of market research is 100000 yuan, including improving the brand image of customers, enhancing the market competitiveness of customers, expanding the market cooperation of customers, etc.

In accordance with the market research program, Shangpu Consulting carried out market research activities and wrote market research reports. The main contents of the market research report are as follows:

-Market size: According to the analysis of market data, the market size of the solid-state capacitor industry has shown a steady growth trend in the past five years, from 12 billion yuan in 2019 to 18 billion yuan in 2023, with an average annual growth rate of 10.6. It is estimated that by 2025, the market size of the solid-state capacitor industry will reach 24 billion billion yuan, with an average annual growth rate of 15.4. The market size of the solid-state capacitor industry is influenced by several factors:

Technical progress of solid-state capacitors: The continuous improvement of the technical level of solid-state capacitors has significantly improved the performance, stability, and life of solid-state capacitors, meeting different needs in different fields, and expanding the application range and market of solid-state capacitors Demand.

Application fields of solid-state capacitors: The application fields of solid-state capacitors are becoming more and more extensive, especially in the fields of new energy vehicles, communications, aerospace, etc. The demand and market share of solid-state capacitors have increased significantly, which has promoted the growth of the market size of the solid-state capacitor industry.

Solid-state capacitor market environment: The solid-state capacitor market environment is also conducive to the growth of the solid-state capacitor industry's market size, including policy support, consumer recognition, and competitor cooperation. The government's policy preference and subsidies for new energy vehicles, communications, aerospace and other fields have promoted the development and innovation of these fields and increased the demand for solid-state capacitors. Consumer recognition of the performance, stability, and life of solid-state capacitors has increased the market acceptance and market share of solid-state capacitors. The cooperation and exchange between competitors promotes the technology sharing and standard unification of solid-state capacitors, and reduces the production cost and market barriers of solid-state capacitors.

-Market structure: According to the analysis of market data, the market structure of the solid capacitor industry is mainly composed of the following aspects:

Product structure: The product structure of solid-state capacitors is mainly divided into two categories: inorganic dielectric capacitors and organic dielectric capacitors, of which inorganic dielectric capacitors account for 70% of the market share of the solid-state capacitor industry and organic dielectric capacitors account for 30% of the market share of the solid-state capacitor industry. The advantage of inorganic dielectric capacitors lies in their high frequency, high stability, high temperature, high pressure and other aspects of performance, suitable for high-end electronic products, such as new energy vehicles, communications, aerospace and other fields. The advantage of organic dielectric capacitors is their low energy consumption, low cost, low noise and other aspects of performance, suitable for low-end electronic products, such as industrial equipment and consumer electronics and other fields.

Regional structure: The regional structure of solid-state capacitors is mainly divided into China, Japan, South Korea, the United States, Europe and other regions, of which China accounts for 40% of the market share of solid-state capacitor industry, Japan accounts for 25% of the market share of solid-state capacitor industry, South Korea accounts for 15% of the market share of solid-state capacitor industry, and the United States accounts for 10% of the market share of solid-state capacitor industry, europe accounts for 10% of the market share of the solid-state capacitor industry. China's advantage lies in its huge market demand, low production cost, perfect industrial chain and policy support. It is the largest market and largest production base of solid capacitor industry. Japan's advantage lies in its advanced technology level, high-end product quality, rich patent resources and brand influence. It is the technology leader and brand leader in the solid-state capacitor industry. South Korea's advantage lies in its rapid technological innovation, flexible market strategy, extensive market cooperation and export capabilities. It is a technology chaser and market pioneer in the solid-state capacitor industry. The advantage of the United States lies in its strong R & D capabilities, strict quality standards, diversified market demand and investment capabilities. It is the R & D promoter and investment leader of the solid capacitor industry. The advantage of Europe lies in its mature market environment, efficient management mode, various product types and application fields, and it is the market stabilizer and application developer of solid capacitor industry.

Customer structure: The customer structure of solid-state capacitors is mainly divided into two categories: downstream application customers and intermediate distribution customers, of which downstream application customers account for 80% of the market share of the solid-state capacitor industry, and intermediate distribution customers account for 20% of the market share of the solid-state capacitor industry. Downstream application customers refer to manufacturers or consumers of electronic products that directly use solid-state capacitors, such as new energy vehicles, communications, aerospace and other fields. Intermediate distribution customers are distributors or agents of electronic components that provide solid capacitors to downstream application customers through wholesale, retail, and agency, such as electronic markets, electronic malls, and electronic platforms. The demand and demand characteristics of downstream application customers are the main determinants of market demand in the solid capacitor industry, and the supply and supply characteristics of intermediate distribution customers are the main factors influencing the market supply in the solid capacitor industry.

-Market competition: According to the analysis of market data, the market competition in the solid-state capacitor industry presents the following characteristics:

Many competitors: the solid-state capacitor industry has a large number of competitors. According to the statistics of Shangpu Consulting Company, there are more than 100 solid-state capacitor manufacturers in the world, including 40 in China, 30 in Japan, 15 in South Korea, 10 in the United States and 5 in Europe. The competitiveness and competitive strategies among these competitors are different, forming a diversified market competition pattern.

Intense competition: The solid-state capacitor industry is highly competitive, mainly in the following aspects: First, the performance and quality of the product competition, each competitor is constantly improving the performance and quality of solid-state capacitors to meet the different needs of different fields, improve market share and profit margins. Second, the price and cost of the product competition, each competitor is constantly reducing the price and cost of solid-state capacitors to attract more customers, expand market share and sales. The third is product innovation and differentiated competition. All competitors are constantly developing new types and functions of solid-state capacitors to adapt to market changes and needs, and increase the added value and competitive advantage of products. Fourth, the product brand and marketing competition, each competitor is constantly establishing and improving the brand image and brand influence of solid capacitors, in order to enhance customer awareness and loyalty, expand market influence and market penetration.

Changes in the competitive landscape: The competitive landscape of the solid-state capacitor industry is also constantly changing, mainly in the following aspects: First, the integration and mergers and acquisitions of competitors, some competitors in order to improve their competitiveness and market position, through integration and mergers and acquisitions The way to achieve the scale effect and resource sharing, enhance the market control and voice. The second is the differentiation and segmentation of competitors. In order to avoid direct competition and conflict, some competitors focus on the production and sales of solid capacitors in a certain category or a certain field through differentiation and segmentation, forming their own Market positioning and market advantage. The third is the cooperation and win-win of competitors. In order to achieve mutual benefit and win-win results, some competitors have realized the sharing of technology and the unification of standards through cooperation and win-win methods, and reduced market barriers and risks.

-Market opportunities: According to the analysis of market data, the market opportunities in the solid capacitor industry mainly include the following aspects:

Development of new energy vehicles: New energy vehicles refer to vehicles powered by electricity, solar energy, hydrogen energy, etc., with the characteristics of energy saving, environmental protection, and high efficiency. With the progress of science and technology and the support of policies, the development of new energy vehicles is rapid. It is estimated that by 2025, the global sales of new energy vehicles will reach 30 million, accounting for 20% of the total sales of vehicles. New energy vehicles have high demand and demand quality for solid capacitors, which is an important market opportunity and market power for the solid capacitor industry.

Communication innovation: Communication refers to the process of information transmission and exchange through electronic equipment and networks, which is fast, convenient and diverse. With the development of science and technology and the change of society, the innovation of communication is continuous. It is estimated that by 2025, the world will realize 5G, 6G and other high-speed, high-definition and high-intelligence communication technologies, bringing more convenience and fun to people's life and work. The demand for solid-state capacitors and the quality of demand for communications are also high, which is an important market opportunity and market driver for the solid-state capacitor industry.

Breakthrough in Aerospace: Aerospace refers to the use of aircraft and spacecraft for air and space exploration and development activities, with challenges, adventure, innovation and other characteristics. With the breakthrough of science and technology and the exploration of human beings, the breakthrough of aerospace is continuous. It is expected that by 2025, the world will realize the aerospace technology in civil aerospace, commercial aerospace, military aerospace and other fields, bringing more protection and contribution to human science and security. Aerospace demand for solid-state capacitors and demand quality is extremely high, is an important market opportunity for the solid-state capacitor industry and market momentum.

Application of new materials: New materials refer to materials with new structures, properties, functions or uses, and have the characteristics of innovation, change, and breakthroughs. With the progress of science and technology and the demand of the market, the application of new materials is constantly. It is expected that by 2025, a variety of new solid-state capacitor materials will appear in the world, such as graphene, nanomaterials, biological materials, etc., which will bring more improvement and optimization to the performance and quality of solid-state capacitors. The application of new materials is an important market opportunity and market momentum for the solid-state capacitor industry.

-Market threats: According to the analysis of market data, the market threats of the solid-state capacitor industry mainly include the following aspects:

Competition of alternative products: Alternative products refer to other types of electronic components that can meet the same or similar market needs, such as electrolytic capacitors, ceramic capacitors, tantalum capacitors, etc. These alternative products may have advantages that solid-state capacitors do not have in some aspects, such as price, cost, supply, etc., thus affecting and threatening the market demand and market share of solid-state capacitors.

Technology backwardness and leakage: Technology is the core competitiveness of the solid-state capacitor industry, but also the core risk of the solid-state capacitor industry. On the one hand, if the technical level of solid-state capacitors lags behind other competitors or market demand, it will lead to the decline and loss of market competitiveness and market position of solid-state capacitors. On the other hand, if the technical secret of the solid-state capacitor is stolen or leaked by other competitors or market subjects, it will lead to the loss and infringement of the market advantage and market profit of the solid-state capacitor.

Environmental change and uncertainty: The environment is the external condition of the solid-state capacitor industry and the external risk of the solid-state capacitor industry. On the one hand, if the environment of solid-state capacitors changes, such as policy adjustments, market changes, consumer changes, etc., it will lead to a mismatch and imbalance between the market demand and market supply of solid-state capacitors. On the other hand, if there is uncertainty in the environment of solid-state capacitors, such as increased competition, the outbreak of crisis, unexpected events, etc., it will lead to the increase and expansion of market risk and market loss of solid-state capacitors.

Based on the results of the market research, Shangpu Consulting has proposed the following for its clients.Conclusionand recommendations:

- Conclusion: The solid-state capacitor industry is an industry with high growth, high innovation and high potential. The market scale continues to expand, the market structure continues to optimize, the market competition continues to intensify, market opportunities continue to emerge, and market threats continue to challenge. As a member of the solid-state capacitor industry, customers have certain market foundation and market advantages, but they also face certain market problems and market challenges. They need to constantly adjust and optimize their products and strategies according to market changes and needs to enhance their market competitiveness and market position.

-Suggestions: In view of the customer's market research objectives, Shangpu Consulting Company puts forward the following suggestions for the customer:

Strengthen product research and development and innovation, improve product performance and quality, meet different needs in different fields, and increase product added value and competitive advantage.

Reduce the price and cost of products, improve the cost performance and market competitiveness of products, attract more customers and market share, and expand product sales and profit margins.

Develop new product types and functions, adapt to market changes and needs, increase product differentiation and diversification, and expand product application and market space.

Establish and enhance the brand and marketing of products, enhance the market awareness and market influence of products, improve the market acceptance and market share of products, and expand the market influence and market penetration of products.

Strengthen the protection and secrecy of technology, prevent the backwardness and leakage of technology, maintain the market advantage and market profit of products, and reduce the market risk and market loss of products.

Pay attention to the changes and uncertainties of the environment, flexibly respond to the changes and uncertainties of the environment, grasp the opportunities and threats of the environment, optimize the market demand and market supply of products, and reduce the market barriers and market risks of products.

Strengthen cooperation and win-win with competitors, realize the sharing of technology and the unification of standards, reduce market competition and conflicts, and achieve mutual benefit and win-win results in the market.