Definition of 1.

Market research refers to the use of scientific methods to purposefully and systematically collect, record and organize information and data about the target group, analyze the situation of the group, understand the current situation of the group and its development trend, and provide objective and correct information for forecasting and decision-making. Market research can be divided into industry research, brand research, consumer research, channel research and other different types, according to different research objectives and topics, choose different survey content and methods.

Brand sales certification refers to the service of verifying and certifying product sales through third-party agencies, aiming to improve the market reputation and competitiveness of products. Brand sales certification can not only provide consumers with authentic product sales information, help consumers make more informed purchase choices, but also provide manufacturers with more powerful marketing tools to enhance product differentiation and brand influence. The main contents of brand sales certification include the verification, statistics, analysis and reporting of product sales, as well as the publicity, publicity and promotion of product sales. The main methods of brand sales certification are the collection, review, summary and comparison of sales data, as well as the visual display and dissemination of sales data.

2. Purpose

The main purpose of market research is to help companies understand market conditions, identify market opportunities and problems, develop reasonable market strategies, and improve market efficiency and effectiveness. Market research can help enterprises analyze the industry environment, competitors, target customers, product characteristics and other aspects of information, so as to determine the market positioning, target market, product differentiation, price strategy, promotion strategy and other elements.

The main purpose of brand sales certification is to help companies improve the competitiveness and reputation of their products and increase their market share and profits. Brand sales certification can help enterprises prove the sales strength of products, enhance the brand image of products, enhance the consumer awareness and loyalty of products, and expand the market influence and word-of-mouth effect of products.

3. Content

The content of market research varies according to different research objectives and topics, but it can generally be divided into the following aspects: industry research, brand research, consumer research, channel research, etc.

Industry research refers to the analysis of the overall situation of an industry or field, including industry scale, structure, development trends, competitive landscape, policies and regulations, etc. Industry research can help companies understand the current state of the industry and future opportunities, determine their position and advantages in the industry, and develop appropriate entry or exit strategies.

Brand research refers to the analysis of the performance of a brand or product in the market, including brand awareness, image, preference, loyalty, satisfaction and so on. Brand research can help companies understand the position and value of brands or products in the minds of consumers, evaluate the competitiveness and potential of brands or products, and formulate appropriate brand or product strategies.

Consumer research refers to the analysis of the characteristics and behaviors of target consumers or potential consumers, including consumer needs, motivations, attitudes, preferences, and purchasing processes. Consumer research can help companies understand the psychological and behavioral characteristics of consumers, predict consumer reactions and behaviors, and develop appropriate marketing strategies.

Channel research refers to the analysis of the way and efficiency of the circulation of products or services in the market, including channel structure, function, selection, management and so on. Channel research can help enterprises understand the advantages and disadvantages of channels, evaluate the effect and efficiency of channels, and formulate appropriate channel strategies.

The contents of brand sales certification mainly include the following aspects: verification, statistics, analysis and reporting of product sales, as well as publicity, publicity and promotion of product sales.

The verification of product sales refers to the verification and verification of the authenticity and accuracy of product sales through third-party organizations to eliminate the possibility of falsehood and error. Verification of product sales can help companies improve the credibility and authority of product sales, and increase the credibility and transparency of product sales.

The statistics of product sales refers to the collection and summary of the quantity and distribution of product sales through third-party organizations to form complete and systematic data. Product sales statistics can help companies understand the size and structure of product sales and assess the level and trends of product sales.

The analysis of product sales refers to the processing and interpretation of product sales data through third-party organizations to form valuable and meaningful information. The analysis of product sales can help companies understand the factors and reasons for changes in product sales, and identify problems and opportunities for product sales.

The report of product sales refers to the summary and presentation of the verification, statistics and analysis of product sales through third-party organizations to form standardized and professional documents. Product sales reports can help companies understand the full picture and details of product sales and provide a basis and reference for decision-making.

The publicity of product sales refers to the disclosure and publication of the certification results of product sales through a third-party organization to form a formal and effective certificate. The publicity of product sales can help enterprises to improve the awareness and recognition of product sales, and increase the influence and trust of product sales.

The promotion of product sales refers to the promotion and dissemination of the certification results of product sales through third-party organizations to form a broad and lasting effect. The promotion of product sales can help enterprises to improve the attractiveness and competitiveness of product sales, and increase the word-of-mouth effect and loyalty effect of product sales.

4. method

The methods of market research vary according to different research objectives and topics, but they can generally be divided into the following two categories: qualitative research and quantitative research.

Qualitative research refers to the use of non-numerical or semi-numerical methods to explore the motivations, attitudes, and feelings behind the target group or phenomenon from the subjective or psychological level. The commonly used methods of qualitative research include in-depth interviews, focus groups, observation methods, and case studies. Qualitative research can help companies gain insight into the intrinsic nature and significance of target groups or phenomena, and identify potential or hidden needs or problems.

Quantitative research refers to the use of numerical or fully numerical methods to measure the characteristics, behaviors, results, etc. of a target group or phenomenon from an objective or behavioral level. The commonly used methods of quantitative research include questionnaire survey, experimental method, mathematical statistics and so on. Quantitative research can help companies accurately understand the degree and regularity of the external manifestations of the target group or phenomenon, and verify or deny existing assumptions or theories.

The method of brand sales certification mainly includes the following two steps: the collection of product sales and the display of product sales.

The collection of product sales refers to the collection and review of product sales data through third-party organizations to ensure the authenticity and accuracy of the data. Product sales can be collected in the following ways: obtaining sales data directly from manufacturers or distributors, recording sales data through equipment such as scanners or electronic scales, investigating sales data through channels such as the Internet or telephone, and verifying sales data through sampling or comprehensive inspections.

The display of product sales refers to the processing and presentation of product sales data through third-party organizations to ensure the visualization and dissemination of data. Product sales can be displayed in the following ways: making charts or reports and other documents to display sales data, issuing certificates or labels and other objects to prove sales data, holding activities or publishing advertisements to promote sales data, and using platforms such as the Internet or media to disseminate sales data.

5. effect

Market research and brand sales certification are designed to help companies improve the competitiveness and credibility of their products, but their effects are different.

The effect of market research is mainly reflected in the following aspects:

Market research can help enterprises understand the market situation, find market opportunities and problems, and provide basis and reference for decision-making.

Market research can help enterprises to formulate reasonable market strategies and improve market efficiency and effectiveness.

Market research can help companies enhance market sensitivity and innovation capabilities, and adapt to market changes and needs.

Market research can help enterprises establish good market relations and increase market cooperation and competitive advantage.

The effect of brand sales certification is mainly reflected in the following aspects:

Brand sales certification can help companies prove the sales strength of their products and increase their market reputation and competitiveness.

Brand sales certification can help enterprises to enhance the brand image of products, increase consumer awareness and loyalty of products.

Brand sales certification can help enterprises expand the market influence and word-of-mouth effect of products, and increase the market share and profit of products.

Brand sales certification can help companies enhance product differentiation and brand influence, and improve product added value and premium capabilities.

6. cases

In order to better explain the difference and connection between market research and brand sales certification, this article will introduce two specific cases.

Market Research Case: Champ Consulting conducted a market survey for Chinese female consumers for an international cosmetics brand. The purpose of the survey is to understand the demand, preference and purchase behavior of Chinese female consumers for cosmetics, and to provide corresponding market strategy suggestions for the brand according to the survey results. The survey uses a combination of qualitative research and quantitative research methods, through in-depth interviews, focus groups, questionnaires and other ways to collect a large number of effective data, and the use of mathematical statistics, factor analysis, cluster analysis and other techniques to process and analyze the data. The survey found several importantConclusion：

Chinese female consumers' demand for cosmetics mainly has the following four aspects: moisturizing, whitening, anti-aging and repair.

Chinese female consumers' preference for cosmetics mainly has the following four aspects: brand, ingredient, effect and price.

The purchase behavior of Chinese female consumers is mainly affected by the following four factors: personal preferences, social influence, channel selection and promotion activities.

Chinese female consumers can be divided into the following four market segments according to their demand, preference and purchase behavior for cosmetics: conservative, rational, emotional and adventurous.

Based on the aboveConclusionThe survey provides the brand with market strategy recommendations in the following areas:

In terms of products, the brand should develop cosmetics with different functions and characteristics according to the needs of different market segments to meet the expectations and needs of different consumers.

In terms of price, the brand should formulate different levels and ranges of price strategies according to the preferences of different market segments, which are in line with the affordability and psychological expectations of different consumers.

In terms of channels, the brand should choose different types and quantities of channel strategies according to the purchase behavior of different market segments, covering the purchase scenarios and habits of different consumers.

In terms of promotion, the brand should design different forms and contents of promotion strategies according to the purchase behavior of different market segments to stimulate the purchase desire and behavior of different consumers.

Brand Sales Certification Case: Champu Consulting conducted a brand sales certification for a domestic mobile phone brand for its flagship product. The purpose of the certification is to verify and prove the sales volume of the product nationwide through a third-party organization, and to publicize and publicize the sales volume of the product in various ways, so as to improve the reputation and competitiveness of the product in the market. The certification takes the following steps:

First of all, Shangpu Consulting obtained the sales data of its flagship products in various regions of the country from the mobile phone brand, and verified and reviewed the data through sampling inspection and other methods to ensure the authenticity and accuracy of the data.

Secondly, Shangpu Consulting conducted statistics and analysis on the sales data provided by the mobile phone brand, and produced a detailed product sales report, showing the sales of the product in various regions of the country, and its sales level and trend were carried out. Evaluation and explanation.

Thirdly, Shangpu Consulting issued a formal product sales certification certificate for the mobile phone brand, and produced a batch of exclusive product sales certification labels, which are used to be affixed to the packaging of the product or attached to the product to prove The sales strength of the product.

Finally, Shangpu Consulting has carried out extensive publicity and promotion of the mobile phone brand and its flagship products in various ways, including publishing relevant information on the Internet, media, social platforms and other channels, displaying relevant advertisements in shopping malls, supermarkets, subways and other places, and holding relevant activities offline, so as to enhance the popularity and influence of the product in the market.

7. epilogue

Market research and brand sales certification are two different consulting services, but they are both designed to help companies understand market conditions and improve product competitiveness and reputation. The difference between market research and brand sales certification is mainly reflected in the definition, purpose, content, method, effect and so on, while their connection is mainly reflected in complementarity, synergy, efficiency and so on. When choosing consulting services, enterprises should consider the advantages and disadvantages and applicability of market research and brand sales certification according to their own needs and objectives, and choose appropriate consulting services to achieve the best market effect.