1. Introduction

The rice and flour products manufacturing industry refers to the production of various types of rice and flour products made from rice and flour as raw materials, including dried noodles, cut noodles, macaroni, dragon noodles, rice vermicelli, rice cakes, etc. The industry is an important part of China's food industry, but also one of the indispensable food in people's daily life.

With the improvement of people's living standards and changes in dietary structure, the demand for rice and flour products is also increasing. Especially under the influence of the new crown epidemic, people pay more attention to the safety and nutrition of food, and pay more attention to the quality and brand of rice and flour products. At the same time, with the increase of personalized and diversified needs of consumers, the types and functions of rice and flour products are constantly innovating, such as organic rice noodles, functional rice noodles, instant rice noodles, low-carbon rice noodles, etc., which provide new opportunities for the development of the industry.

However, the industry is also facing fierce competition and changing market environment, such as raw material price fluctuations, product homogeneity, changes in consumer demand, lack of industry standards, regulatory policy adjustments, etc., which have brought the operation and development of industry companies. Many challenges. How to accurately grasp the market dynamics and consumer demand is an important issue for industry enterprises. As an effective method of market information collection and analysis, market research can help enterprises understand the current situation and trend of the market, evaluate the opportunities and risks of the market, formulate reasonable market strategies and marketing strategies, and improve market competitiveness and profitability.

Market research is a professional service that requires professional knowledge and skills, as well as rich experience and resources. Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Shangpu Consulting Company has been involved in market research business since 2008. In the past 14 years, it has experienced and witnessed the rapid development of China's market research industry. It has provided professional market research and related consulting services to more than 5000 customers, and has served customers covering multiple industries. In the field, it has become the most influential domestic leading brand in market research in China, and has won the "China Market Research Customer Satisfaction Best Brand Award", it has the "the People's Republic of China Foreign-related Investigation License" issued by the National Bureau of Statistics of China ".

Taking Shangpu Consulting Company as an example, this paper introduces the skills and tricks used in providing market research services for customers in the rice and flour products manufacturing industry, including determining the purpose and scope of the survey, selecting appropriate survey methods and tools, designing effective questionnaires and schemes, implementing the survey and collecting data, analyzing the data and writing reports, and putting forward suggestions and strategies. By analyzing several successful cases of Shangpu Consulting Company, the professionalism and value of its market research service are demonstrated, which provides reference and reference for the market research of rice and flour products manufacturing industry.

Tips and Tricks for 2. Market Research

Market research is a systematic work, which needs to follow certain steps and principles to ensure the effectiveness and reliability of the survey. When providing market research services to customers in the rice and flour products manufacturing industry, Shangpu Consulting usually follows the following processes and techniques:

2.1 determine the purpose and scope of the investigation

The purpose of market research is to solve a specific market problem or to meet a specific market demand. Therefore, determining the purpose of the survey is the first and most important step in market research. The purpose of the survey should be clear, specific and feasible, and can guide the design and implementation of the survey. At the same time, according to the purpose of the survey, determine the scope of the survey, including the object of the survey, content, time, region, etc., in order to determine the scale and difficulty of the survey, as well as the required resources and costs.

When providing market research services for customers in the rice and flour products manufacturing industries, Shangpu Consulting will first fully communicate and communicate with customers to understand their background, needs, problems, goals, etc., and clarify the purpose and scope of market research. For example, Shangpu Consulting once provided market research services for a rice noodle manufacturer, which mainly produces and sells instant rice noodles. It wants to know the current situation and development trend of the national instant rice noodle market, as well as its competitiveness, advantages and disadvantages in the market. After communicating with customers, Shangpu Consulting Company has determined the purpose and scope of the market survey, that is, to understand the scale, structure, distribution, competition pattern, consumption characteristics and development trend of the national instant rice noodle market in 2023, as well as the market share, brand awareness, product satisfaction and user loyalty of the enterprise in the national instant rice noodle market, Provide the basis for the enterprise to formulate market strategy and marketing strategy.

2.2 selection of appropriate survey methods and tools

The methods and tools of market research refer to the means and methods used to collect and analyze market information, including qualitative and quantitative. Qualitative survey methods are mainly used to collect in-depth information about the market, such as market motivations, attitudes, feelings, preferences, etc., and commonly used tools include in-depth interviews, focus groups, and project methods. Quantitative survey methods are mainly used to collect market surface information, such as market size, structure, distribution, proportion, etc., commonly used tools are questionnaires, telephone surveys, network surveys and so on. The selection of methods and tools for market research should be based on the purpose and scope of the survey, as well as the characteristics and conditions of the market, taking into account the effectiveness, reliability, efficiency, cost and other factors of the survey, and choose the most suitable methods and tools, or adopt a combination of methods and tools to improve the quality and effectiveness of the survey.

When providing market research services to customers in the rice and flour products manufacturing industry, Shangpu Consulting will select the appropriate survey methods and tools, or use a combination of methods and tools, according to the customer's needs and market conditions, to collect and analyze market information. For example, in providing market research services to the above-mentioned instant rice noodle producers, Champ Consulting used the following combination of survey methods and tools:

Qualitative survey methods: In-depth interviews and focus groups. Through in-depth interviews, Shangpu Consulting conducted in-depth exchanges with experts, leaders, distributors, and retailers in the convenience rice noodle industry, and learned about the development history, current situation, problems, trends, etc. of the convenience rice noodle industry, as well as the advantages of each brand., Disadvantages, characteristics, strategies, etc. Through focus groups, Shangpu Consulting invited instant rice noodle consumers of different ages, genders, incomes, and regions to conduct group discussions to understand consumers' needs, preferences, feelings, and evaluations for instant rice noodles, as well as for various brands. Cognition, attitude, loyalty, etc.

Quantitative survey methods: questionnaire survey and network survey. Through a questionnaire survey, Shangpu Consulting conducted a sample survey of convenience rice noodle consumers across the country, and collected data on consumers' basic information, consumer behavior, consumer motivation, consumer satisfaction, etc., as well as the market share of each brand., Brand awareness, product satisfaction, user loyalty and other data. Through online surveys, Shangpu Consulting uses Internet platforms, such as social media, e-commerce platforms, forums, blogs, etc., to collect consumer comments, evaluations, feedback and other data on instant rice noodles, as well as the reputation and influence of various brands., Attention and other data.

2.3 design effective questionnaires and programmes

Questionnaires and schemes are an important part of market research, which directly affect the effect and quality of the survey. Questionnaire is a tool used to collect market information. It should be clear, concise, complete, reasonable and effective. It can accurately reflect the purpose and content of the survey and avoid misunderstanding, disgust and rejection of the respondents. The survey plan is a plan used to guide the implementation of the survey. It should include the purpose, scope, methods, tools, objects, samples, time, place, personnel, budget, process, precautions, etc. of the survey, which can ensure the smooth progress of the survey and solve the problems and difficulties in the survey in a timely manner.

When providing market research services to customers in the rice and flour products manufacturing industry, Shangpu Consulting will design effective questionnaires and programs according to customer needs and market conditions to ensure the effectiveness and quality of the survey. For example, in providing market research services to the above-mentioned instant rice noodle manufacturers, Shangpu Consulting designed the following questionnaire and program:

Questionnaire: According to the purpose and content of the survey, Shangpu Consulting has designed two different questionnaires, one is a qualitative questionnaire for in-depth interviews and focus groups, and the other is a quantitative questionnaire for questionnaires and online surveys. Questionnaire. The qualitative questionnaire mainly includes the following questions: the development history, current situation, problems, trends, opportunities, challenges, etc. of the convenience rice noodle industry; the needs, preferences, feelings, evaluations, suggestions, etc. of the convenience rice noodle consumers; the advantages of each brand, Weaknesses, characteristics, strategies, effects, etc. The quantitative questionnaire mainly includes the following questions: basic information of consumers, consumer behavior, consumer motivation, consumer satisfaction, etc.; market share of each brand, brand awareness, product satisfaction, user loyalty, etc. When designing the questionnaire, Shangpu Consulting Company paid attention to the following principles: the number and length of the questions should be appropriate, not too many or too long, so as not to cause fatigue or boredom of the respondents; The content and form of the questions should be clear, not vague or vague, so as not to cause misunderstanding or confusion of the respondents. The sequence and logic of the questions should be reasonable, not jumping or confusion, so as not to cause the subject of the investigation of the distress or conflict; the problem set to be effective, do not guide or hint, so as not to cause the subject of the investigation of bias or misleading.

Survey plan: According to the survey methods, tools, objects, samples, time, place, personnel, budget, etc., Shangpu Consulting has formulated a detailed survey plan to guide the implementation of the survey. The survey plan mainly includes the following aspects: the purpose, scope and content of the survey, as well as the way of communication and coordination with customers; the selection and use of survey methods, tools, and the evaluation and monitoring methods of the quality and effect of the survey; the object of the survey, the determination and extraction of samples, as well as the coverage of the survey and the way to ensure and improve efficiency; the arrangement and distribution of the time and place of the survey, as well as the progress of the investigation and the completion of the report and feedback methods; The recruitment, training, division of labor, management, motivation, etc. of the investigation personnel, as well as the responsible and professional assurance and improvement of the investigation personnel; The preparation and control of the budget of the investigation, as well as the evaluation and optimization of the cost and benefit of the investigation; The design and implementation of the investigation process, as well as the way to prevent and solve the problems and difficulties in the investigation; the enumeration and explanation of the matters needing attention in the investigation, and the way to ensure and improve the standardization and quality of the investigation.

2.4 conduct surveys and collect data

The implementation of the survey and data collection is the core of the market survey, the actual operation and implementation of the survey, is the key to the success or failure of the survey. The implementation of the survey and data collection needs to be in accordance with the requirements of the survey plan, the use of appropriate survey methods and tools to investigate the survey, collect the data required for the survey, at the same time, pay attention to monitoring and evaluation of the quality and effectiveness of the survey, timely detection and resolution of the problems and difficulties in the survey, to ensure the smooth progress of the survey, to achieve the purpose of the survey.

When providing market research services for customers in the rice and flour products manufacturing industry, Shangpu Consulting Company will implement the survey and collect data in accordance with the requirements of the survey plan. At the same time, it will pay attention to monitoring and evaluating the quality and effect of the survey, discover and solve the problems and difficulties in the survey in time, ensure the smooth progress of the survey and achieve the purpose of the survey. For example, in providing market research services to the above-mentioned instant rice noodle manufacturers, Champ Consulting conducted the following surveys and collected the following data:

In-depth interviews: Shangpu Consulting Company conducted in-depth interviews with experts, leaders, distributors, retailers, etc. in the instant rice noodle industry through telephone, video, email, etc., and interviewed people in total. Each interview lasted about a minute. The content of the interview mainly involved the development process, current situation, problems, trends, etc. of the instant rice noodle industry, as well as the advantages, disadvantages, characteristics, strategies, etc. of each brand, shangpu Consulting Company pays attention to recording the speech, expression, body and other information of the interviewees, as well as their own observation, feeling, evaluation and other information. The results of the interview are saved in the form of audio recording, video recording, notes and so on for subsequent analysis and arrangement.

Focus group: Shangpu Consulting Company has organized a focus group by means of network, field and so on. Each group has an appointment, and each group discussion lasts for about minutes. The contents of the group discussion mainly involve the needs, preferences, feelings, evaluations and suggestions of consumers of convenient rice noodles, as well as the cognition, attitude and loyalty of each brand. During the process of group discussion, shangpu Consulting Company pays attention to guiding and encouraging the participation and communication of group members, and records the speech, expression, body and other information of group members, as well as their own observation, feeling, evaluation and other information. The results of group discussion are stored in the form of audio recording, video recording and notes for subsequent analysis and arrangement.

Questionnaire survey: Shangpu Consulting Company conducted a questionnaire survey on the convenience rice noodle consumers nationwide through the Internet, email, telephone, on-site, etc. A total of questionnaires were distributed and a valid questionnaire was recovered, with a recovery rate of%. The content of the questionnaire survey mainly involves consumers' basic information, consumption behavior, consumption motivation, consumption satisfaction, etc, as well as the market share, brand awareness, product satisfaction, user loyalty, etc. of each brand, in the process of questionnaire survey, Shangpu Consulting Company pays attention to controlling the quantity and quality of the questionnaire, as well as the speed and efficiency of processing the questionnaire. The results of the questionnaire survey are saved in the form of spreadsheets, charts, reports, etc. for subsequent analysis and sorting.

Online survey: through Internet platforms, such as social media, e-commerce platforms, forums, blogs, etc., Shangpu Consulting Company has collected data such as consumers' comments, evaluations and feedbacks on convenient rice noodles, as well as data such as reputation, influence and attention of various brands. In the process of online survey, Shangpu Consulting Company has collected a total of data. In the process of online survey, Shangpu Consulting Company has paid attention to screening and sorting out the source and quality of data, as well as the speed and efficiency of processing data, the results of the network survey are saved in the form of text, pictures, video, audio, etc. for subsequent analysis and sorting.

2.5 analyze data and write reports

Analyzing data and writing reports is the last and most important step in market research. It is the presentation and delivery of the results of the survey, and the embodiment and realization of the value of the survey. Analyzing data and writing reports requires cleaning, sorting, classifying, summarizing, counting, analyzing, interpreting, etc. the collected data, from which valuable information andConclusionAt the same time, pay attention to the analysis results in a clear, concise, complete, reasonable and effective way, in the form of text, charts, reports, etc., to write a professional market research report for presentation and delivery to customers.

When providing market research services for customers in the rice and flour products manufacturing industries, Shangpu Consulting will analyze the collected data and write reports. At the same time, pay attention to the analysis results in a clear, concise, complete, reasonable and effective way. Write a professional market research report for presentation and delivery to customers.