1. Market Segmentation

Market segmentation refers to dividing a large market into several relatively uniform small markets according to different dimensions in order to better meet different consumer needs. The dimensions of market segmentation can be many, such as geography, demographics, psychology, behavior, etc. The market segmentation of the gelatin industry can refer to the following aspects:

Geographical dimension: According to different regions, Ejiao consumers may have different consumption habits, consumption power and consumption demand. For example, consumers in the northern region may be more inclined to buy donkey-hide gelatin, while consumers in the southern region may be more inclined to buy donkey-hide gelatin cakes or donkey-hide gelatin drinks.

Demographic dimension: According to different age, gender, income, education, etc., Ejiao consumers may have different consumption motivation, consumption preference and consumption level. For example, middle-aged and elderly women may be the main consumer group of Ejiao, because they pay more attention to their health and beauty, while young women may pay more attention to the fashion and brand image of Ejiao.

Psychological dimension: According to different lifestyles, personalities, values, etc., Ejiao consumers may have different consumer psychology and consumer attitudes. For example, conservative consumers may trust traditional donkey-hide gelatin brands and products more, while innovative consumers may be more willing to try new donkey-hide gelatin products and forms.

Behavioral dimension: According to different purchase scenarios, purchase frequency, purchase volume, etc., Ejiao consumers may have different consumption behaviors and consumption habits. For example, holiday consumers may only buy donkey-hide gelatin on specific festivals or occasions, while regular consumers may regularly buy donkey-hide gelatin as a daily health product.

The purpose of market segmentation is to find out the target market of donkey-hide gelatin, that is, those market segments with high consumption potential and consumption intention. There are many methods of market segmentation, such as cluster analysis, factor analysis, and discriminant analysis.

Market attractiveness refers to the attractiveness of a market segment to Ejiao enterprises, which can be comprehensively evaluated according to market size, market growth, market competition, market demand and other factors. The more attractive the market is, the more potential and value the market segment has, and Ejiao companies should give priority to entering and developing the market segment.

2. market positioning

Market positioning refers to the determination of the characteristics, image and advantages of their products or services in the target market, so as to distinguish them from competitors and win the recognition and preference of consumers. There are many elements of market positioning, such as product attributes, product price, product quality, product form, product packaging, product brand, etc. The market positioning of the gelatin industry can refer to the following aspects:

Product attributes: The product attributes of donkey-hide gelatin refer to the composition, efficacy, dosage form, taste, etc. of donkey-hide gelatin. It is the core feature of donkey-hide gelatin and the main basis for consumers to choose donkey-hide gelatin. Ejiao enterprises should determine their product attributes according to the consumer needs of the target market, how to highlight the advantages of Ejiao, how to solve the disadvantages of Ejiao, and how to innovate the functions of Ejiao.

Product price: The product price of donkey-hide gelatin refers to the price of donkey-hide gelatin, which is an important feature of donkey-hide gelatin and an important factor for consumers to buy donkey-hide gelatin. Ejiao enterprises should determine their own product prices according to the consumer ability of the target market, how to formulate a reasonable price strategy, how to reflect the value of Ejiao, how to deal with the price war of competitors and so on.

Product quality: The product quality of donkey-hide gelatin refers to the quality, safety, and effectiveness of donkey-hide gelatin. It is the basic feature of donkey-hide gelatin and the basis for consumers to trust donkey-hide gelatin. Ejiao enterprises should determine their product quality according to the expectations of consumers in the target market, how to ensure the quality standard of Ejiao, how to improve the quality level of Ejiao, and how to win the reputation of consumers through the quality of Ejiao.

Product form: The product form of donkey-hide gelatin refers to the appearance, style, design, etc. of donkey-hide gelatin. It is an additional feature of donkey-hide gelatin and the way consumers feel donkey-hide gelatin. Ejiao enterprises should determine their own product form according to the consumer preferences of the target market, how to adapt to the consumption scene of Ejiao, how to conform to the consumption culture of Ejiao, and how to create the consumption experience of Ejiao.

Product brand: The product brand of Ejiao refers to the name, logo, slogan, etc. of Ejiao. It is the identification feature of Ejiao and the way for consumers to recognize Ejiao. Ejiao enterprises should determine their own product brands according to the consumer psychology of the target market, how to establish the brand image of Ejiao, how to enhance the brand awareness of Ejiao, and how to enhance the brand loyalty of Ejiao.

The purpose of market positioning is to form the competitive advantage of donkey-hide gelatin, that is, those characteristics that can make donkey-hide gelatin stand out in the target market, so that consumers are more willing to choose donkey-hide gelatin than other substitutes. There are many methods of market positioning, such as value proposition, Porter's five forces model, SWOT analysis and so on.

The evaluation of market positioning refers to the evaluation of the effect of Ejiao enterprises on their market positioning to see if they can achieve the expected goals, whether they can meet the needs of consumers, and whether they can resist the threat of competitors. The evaluation of market positioning can be carried out through the following aspects:

Market feedback: Ejiao enterprises can collect and analyze consumer feedback on Ejiao through market research, consumer satisfaction, consumer complaints, consumer conversion rate, etc., to see if consumers recognize and like the market positioning of Ejiao, whether there are any suggestions and opinions, etc.

Market share: Ejiao companies can calculate and compare the market share of Ejiao in the target market through market sales, market revenue, market profit, etc., to see if Ejiao can occupy and expand the target market share, whether it can surpass and suppress competitors Wait.

Market impact: Ejiao companies can observe and evaluate the market impact of Ejiao in the target market through market reputation, market promotion, market cooperation, etc., to see if Ejiao can form and enhance its market influence, whether it can attract and retain Consumers etc.

The adjustment of market positioning means that Ejiao enterprises make necessary adjustments to their market positioning according to the evaluation results of market positioning, so as to better adapt to the changes of the market, better meet the needs of consumers, and better cope with the challenges of competitors. The adjustment of market positioning can be carried out through the following aspects:

Product improvement: Ejiao companies can improve their products according to consumer feedback and market trends, such as increasing or decreasing product ingredients, efficacy, dosage forms, taste, etc., to improve product quality, safety, and effectiveness.

Price adjustment: Ejiao enterprises can adjust the price of their products according to the ability of consumers and market competition, such as increasing or reducing the price of products to reflect the value, advantages and strategies of the products.

Form innovation: Ejiao enterprises can innovate the form of their products according to the preferences of consumers and the culture of the market, such as changing or updating the appearance, style and design of the products, so as to increase the attractiveness, experience and personality of the products.

Packaging optimization: Ejiao companies can optimize the packaging of their products according to consumer needs and market scenarios, such as optimizing or replacing product containers, labels, instructions, etc., to facilitate product storage, transportation, and use.

Brand upgrade: Ejiao companies can upgrade their products according to the psychology of consumers and the influence of the market, such as upgrading or replacing product names, logos, slogans, etc., to enhance product visibility, image, and loyalty.

3. market demand analysis

Market demand analysis refers to the analysis of the needs of consumers in the target market, to understand the consumer demand, demand structure, demand characteristics, demand motivation, etc., in order to better meet the needs of consumers, better develop and promote the products or services of Ejiao. The content of market demand analysis can be many, such as demand forecasting, demand stratification, demand refinement, demand stimulation, etc. The market demand analysis of the gelatin industry can refer to the following aspects:

Demand forecast: donkey-hide gelatin enterprises can predict the demand of consumers in the target market through historical data, trend analysis, expert judgment, etc., to see how much consumer demand for donkey-hide gelatin will be in the future, what changes will occur, what impact will be affected, etc.

Demand stratification: donkey-hide gelatin enterprises can stratify the demand structure of consumers for donkey-hide gelatin in the target market through Maslow's demand hierarchy theory, KANO model, etc., to see which levels of consumer demand for donkey-hide gelatin can be divided into, which levels of demand are necessary, which levels of demand are expected, which levels of demand are surprising, etc.

Demand refinement: donkey-hide gelatin enterprises can refine the demand characteristics of consumers for donkey-hide gelatin in the target market through QFD quality function expansion method, demand tree and other methods to see which dimensions the consumer's demand for donkey-hide gelatin can be divided into, which dimensions of demand are critical, which dimensions of demand are secondary, which dimensions of demand are potential, etc.

Demand stimulation: Ejiao enterprises can stimulate consumers' demand motivation for Ejiao in the target market through marketing mix, emotional marketing, social marketing and other ways, and see how to stimulate consumers' demand for Ejiao through products, prices, channels, promotions and other means, how to enhance consumers' demand for Ejiao through stories, emotions, values and other means, and how to use social, environmental, public welfare and other means, expand consumer demand for donkey-hide gelatin, etc.

The purpose of market demand analysis is to find out the market opportunities of donkey-hide gelatin, that is, the innovation points of products or services that can make donkey-hide gelatin meet the needs of consumers in the target market, so that consumers are more willing to choose donkey-hide gelatin rather than other substitutes. There are many methods of market demand analysis, such as demand curve, demand elasticity, demand gap, etc.

Market opportunity refers to the space that exists in a market segment that allows Ejiao companies to provide better products or services, which can be comprehensively evaluated based on factors such as demand, demand structure, demand characteristics, and demand drivers. The greater the market opportunity, the more potential and value the market segment has, and the Ejiao enterprise should give priority to entering and developing the market segment.

Analysis of 4. Market Competition

Market competition analysis refers to the analysis of competitors in the target market by Ejiao enterprises to understand the number, scale, strategy, advantages and disadvantages of competitors, so as to better deal with the threat of competitors, better grasp the weaknesses of competitors, and better form their own competitive advantages. The content of market competition analysis can be many, such as competitor identification, competitor assessment, competitor prediction, competitor response, etc. The market competition analysis of the gelatin industry can refer to the following aspects:

Competitor identification: Ejiao enterprises can identify competitors in the target market through market research, industry reports, network search, etc., to see which competitors in the target market, who they are, and what products or services they provide.

Competitor evaluation: Ejiao enterprises can evaluate their competitors in the target market by means of market share, market growth, market profit, etc., to see how their market performance is, how their market position is, how their market influence is, etc.

Competitor prediction: Ejiao enterprises can predict competitors in the target market through historical data, trend analysis, expert judgment, etc., to see what changes will be made in the market behavior of competitors, what changes will be made in their market strategies, and what changes will be made in their market objectives.

Competitor response: Ejiao companies can respond to competitors in the target market through marketing mix, differentiation, cooperation, etc., to see how to resist the threat of competitors through products, prices, channels, promotions, etc., and how to pass Product attributes, product quality, product brand and other means to distinguish the advantages of competitors, how to use cooperation, alliances, acquisitions and other means to take advantage of the disadvantages of competitors.

The purpose of market competition analysis is to find out the market advantages of donkey-hide gelatin, that is, those characteristics that can make donkey-hide gelatin surpass competitors in the target market, so that consumers are more willing to choose donkey-hide gelatin than other substitutes. There are many methods of market competition analysis, such as Porter's five forces model, SWOT analysis, BCG matrix and so on.

Market advantage refers to the advantage of Ejiao enterprises over competitors, which can be comprehensively evaluated according to market share, market growth, market profit, market strategy, market advantage, market disadvantage and other factors. The greater the market advantage, the more competitive the Ejiao enterprise, the more able to dominate the target market.

5. Market Opportunity Analysis

Market opportunity analysis refers to the analysis of the space in the target market that can enable Ejiao enterprises to provide better products or services, and understand the source, size, feasibility and risk of market opportunities, so as to better grasp the market opportunities and better develop and promote Ejiao products or services. The content of market opportunity analysis can be many, such as opportunity identification, opportunity assessment, opportunity selection, opportunity implementation, etc. The market opportunity analysis of the donkey-hide gelatin industry can refer to the following aspects:

Opportunity identification: Ejiao enterprises can identify market opportunities in the target market through market research, industry reports, network search, etc., to see what market opportunities are in the target market, what they come from, and what products or services they are involved in.

Opportunity assessment: Ejiao companies can evaluate market opportunities in the target market through market demand, market competition, market environment, etc., to see how large the market opportunities are, how feasible the market opportunities are, and how risky the market opportunities are.

Opportunity selection: Ejiao companies can choose market opportunities in the target market through market attractiveness, market advantages, market costs, etc., to see which market opportunities are worth entering and developing, and which market opportunities should be abandoned and avoided., Which market opportunities should wait and see and wait.

Opportunity implementation: Ejiao enterprises can implement market opportunities in the target market through marketing mix, innovation, cooperation, etc., to see how to develop and promote Ejiao products or services through products, prices, channels, promotions and other means, how to improve the quality and effect of Ejiao products or services through innovation, improvement, optimization and other means, and how to cooperate, alliance, acquisition and other means, expand the coverage and influence of donkey-hide gelatin products or services, etc.

The purpose of market opportunity analysis is to find out the market strategy of Ejiao, that is, those action plans that can enable Ejiao enterprises to achieve market opportunities in the target market, so that Ejiao enterprises can achieve the goal of market opportunities, so that Ejiao enterprises can achieve success and development in the target market. There are many ways to analyze market opportunities, such as market penetration, market development, product development, diversification, etc.

Market strategy refers to the action plan taken by Ejiao enterprises in order to realize market opportunities, which can be formulated according to market attractiveness, market advantage, market cost and other factors. The more reasonable the market strategy is, the more likely the Ejiao enterprise is to realize the market opportunity, and the more able to achieve success and development in the target market.

6. Market Risk Analysis

Market risk analysis refers to the analysis of negative factors that can affect the products or services provided by Ejiao enterprises in the target market, and understand the source, degree, impact and response of market risks, so as to better avoid market risks, better protect the interests of Ejiao enterprises and better respond to market changes. The content of market risk analysis can be many, such as risk identification, risk assessment, risk control, risk transfer and so on. The market risk analysis of the gelatin industry can refer to the following aspects:

Risk identification: Ejiao enterprises can identify the market risks in the target market through market research, industry reports, Internet search, etc., to see what market risks are in the target market, what they come from, and what products or services they are related.

Risk assessment: A gelatin company can assess the market risk in the target market through risk probability, risk impact, risk sensitivity, etc., to see how the degree of market risk is, how the impact of market risk is, how the market risk changes, etc.

Risk control: Ejiao enterprises can control the market risk in the target market by means of risk aversion, risk reduction and risk acceptance, and see how to reduce the probability and impact of market risk by means of prevention, improvement and optimization, and how to deal with the occurrence and consequences of market risk by means of emergency, recovery and compensation.

Risk transfer: Ejiao enterprises can transfer the market risk in the target market by means of risk dispersion, risk transfer, risk insurance, etc., to see how to transfer part or all of the market risk to other subjects by means of distribution, cooperation, entrustment, etc., and how to transfer the loss or responsibility of market risk to other subjects by means of purchase, signing, claim, etc.

The purpose of market risk analysis is to find out the market defense of Ejiao, that is, those measures that can make Ejiao enterprises avoid market risk in the target market, so that Ejiao enterprises can maintain stability and security in the target market. There are many methods of market risk analysis, such as risk matrix, risk map, risk decision tree, etc.

Market defense refers to the measures taken by Ejiao enterprises to avoid market risks, which can be formulated according to risk probability, risk impact, risk control, risk transfer and other factors. The more effective the market defense is, the more capable the Ejiao enterprises are to deal with market risks and to maintain stability and security in the target market.

Conclusion

This paper introduces the tools and techniques of market research in the gelatin industry, including market segmentation, market positioning, market demand analysis, market competition analysis, market opportunity analysis and market risk analysis, and how to use these tools and techniques to conduct effective market research. This paper also combines the specific case of market research services provided by Shangpu Consulting Company for Ejiao enterprises to show the practical application and value of market research. Market survey is an important means for Ejiao enterprises to gain competitive advantage in a complex market environment. Ejiao enterprises should choose appropriate market survey tools and skills according to their own goals and conditions, and conduct targeted market surveys in order to better understand the current market situation, trends, opportunities and risks, as well as consumers' needs, preferences and behaviors, so as to formulate more reasonable market strategies and market defenses, improve the market performance and market impact of donkey-hide gelatin.