Purpose of market research in the 1. silk industry

Market research is an activity that helps companies understand market conditions, discover market opportunities, formulate market strategies, and evaluate market effects through the collection, collation, analysis, and interpretation of information about the market [^ 1 ^][1]. For the silk industry, the purpose of market research is mainly the following:

Understand the development status and trends of the silk industry, including industry scale, structure, output, consumption, export, technical level, policy environment, etc., to provide basic data and reference for the production, operation and development planning of enterprises.

Understand the demand characteristics and changing trends of the silk market, including market capacity, market segmentation, market demand, market potential, market forecast, etc., to provide market orientation and market opportunities for enterprise product development and market development.

Understand the competitive situation and competitive strategy of the silk market, including the number of competitors, scale, products, prices, channels, brands, advantages, disadvantages, strategies, etc., to provide competitive intelligence and competitive countermeasures for the establishment of competitive analysis and competitive advantage of enterprises.

Understand the consumer behavior and satisfaction of the silk market, including consumer characteristics, needs, preferences, purchase behavior, purchase motivation, purchase decision, consumer satisfaction, consumer loyalty, etc., to provide consumer orientation and consumer feedback for the company's market positioning and marketing.

Contents of Market Survey of 2. Silk Industry

According to the purpose of the market survey, the content of the market survey of the silk industry can be divided into the following aspects:

The macro analysis of the silk industry mainly includes the development process, development status, development trend, development driving factors, development constraints, development opportunities and challenges of the silk industry, as well as the policy environment, economic environment, social environment, and technology of the silk industry. Environment, etc., grasp the development trend and development direction of the silk industry from the macro level.

The industrial analysis of the silk industry mainly includes the industrial chain analysis, industrial structure analysis, industrial scale analysis, industrial benefit analysis, industrial competition analysis, industrial development stage analysis, industrial development model analysis, etc., and analyzes the industrial characteristics and industrial advantages of the silk industry from the industrial level.

The market analysis of the silk market mainly includes the market overview, market segmentation, market demand, market supply, market price, market forecast, etc., and analyzes the market size and market potential of the silk market from the market level.

The competitive analysis of the silk market mainly includes the competitive pattern of the silk market, the analysis of competitors, the analysis of competitive strategy, the analysis of competitive advantage, etc., and analyzes the competitive situation and competitive advantage of the silk market from the competitive level.

The consumer analysis of the silk market mainly includes the consumer characteristics of the silk market, consumer demand, consumer preference, consumer purchase behavior, consumer purchase motivation, consumer purchase decision-making, consumer satisfaction, consumer loyalty, etc., and analyzes the consumer behavior and consumer psychology of the silk market from the consumer level.

Methods of market research 3. the silk industry

The methods of market research are divided into two main categories: qualitative research methods and quantitative research methods. Qualitative research methods are mainly used for exploratory market research, through in-depth understanding of market phenomena, problems, needs, motivations, etc., to obtain in-depth information and insights into the market, for the follow-up quantitative research to provide assumptions and direction. Quantitative research methods are mainly used for confirmatory market research, through the collection and analysis of a large number of market data, to verify the market laws, trends, relationships, etc., to provide the basis and support for market decision-making. For the market research of silk industry, the commonly used qualitative research methods are: literature analysis, case analysis, expert interview, focus group, in-depth interview, observation, etc.

4. market research skills in the silk industry

Market research is a complex and systematic work, which needs to follow certain principles and steps, and also needs to master certain skills and methods. For the silk industry market research, the following tips are worth noting:

Clarify the purpose and scope of market research, select appropriate market research methods and techniques according to different purposes and scopes, avoid blind and random market research, and improve the efficiency and effectiveness of market research.

Design reasonable market research programs and tools, according to the content and methods of market research, design scientific market research programs and tools, including market research objects, samples, time, place, methods, indicators, problems, data sources, etc., to ensure the feasibility and effectiveness of market research.

Collect and process accurate market data, collect reliable first-hand or second-hand market data, including qualitative data and quantitative data, pay attention to the validity and representativeness of the data, avoid data deviation and error, and ensure the authenticity and accuracy of the data.

Analysis and interpretation of meaningful market information, according to the purpose and scope of market research, the use of appropriate market analysis methods and techniques, the collection and processing of market data analysis and interpretation, extract meaningful market information and insights, the formation of market research.Conclusionand recommendations.

Write and present professional market reports, according to the content and methods of market research, write professional market reports, including the title of market reports,AbstractCatalogue,Text、Conclusion, recommendations, appendices, etc., pay attention to the logic and readability of market reports, use charts, data, cases and other auxiliary instructions, present professional market reports, to provide support and basis for market decision-making.

A case of market research 5. the silk industry

In order to better demonstrate the value and effect of market research in the silk industry, this paper selects two cases of market research conducted by Champ Consulting in the silk industry for analysis:

Case 1: Market Positioning and Brand Strategy of a Silk Enterprise

Case 2: Market demand and product development of a silk enterprise

Case 1: Market Positioning and Brand Strategy of a Silk Enterprise

A silk enterprise is an enterprise specializing in silk production and sales. Its main products include silk fabrics, silk garments, silk home textiles, etc. It has its own brand and channels, and its products are mainly sold to the domestic market. The company hopes to understand the demand and competition of the silk market through market research, clarify its market positioning and brand strategy, and enhance its market share and brand influence.

Champu Consulting provides market positioning and brand strategy research services for the company, mainly including the following aspects:

Market demand analysis, through the questionnaire survey method, collected 1000 effective consumer questionnaires, analyzed the consumer demand for silk products, preferences, purchase behavior, purchase motivation, purchase decision-making, etc., obtained the consumer demand characteristics and demand stratification, for the enterprise's market positioning and product development provides a consumer-oriented.

Market competition analysis, through literature analysis and expert interviews, collected the information of competitors in the silk market, including the number of competitors, scale, products, prices, channels, brands, advantages, disadvantages, strategies, etc., carried out the classification and evaluation of competitors, and obtained the competition pattern and competition strategy of the silk market, it provides competitive intelligence and competitive countermeasures for the competitive analysis and the establishment of competitive advantage.

Market positioning analysis, through mathematical statistics and mathematical modeling, the results of market demand analysis and market competition analysis, the use of multi-dimensional scale analysis and cluster analysis, the silk market for market segmentation and market positioning, to determine the target market and target consumers, for the enterprise's market strategy and marketing to provide market orientation and market opportunities.

Brand strategy analysis, through the in-depth interview method and focus group method, collects the consumer's cognition, attitude, emotion, loyalty and so on to the enterprise brand, analyzes the image, value, personality and appeal of the enterprise brand, and uses the brand equity evaluation method and the brand positioning matrix method to evaluate the assets and advantages of the enterprise brand, it has formulated the vision, mission, goal, positioning, core value, brand appeal and brand communication of the enterprise brand, providing brand orientation and brand support for the brand construction and brand management of the enterprise.

Through the market positioning and brand strategy research of Shangpu Consulting, the silk enterprise has clarified its market positioning and brand strategy, enhanced its market competitiveness and brand influence, and realized market expansion and brand upgrading.

Case 2: Market demand and product development of a silk enterprise

A silk enterprise is an enterprise specializing in silk production and sales. Its main products include silk fabrics, silk garments, silk home textiles, etc. It has its own brand and channels, and its products are mainly sold to foreign markets. The company hopes to understand the needs and changes of foreign silk markets through market research, develop new products that meet the needs of foreign consumers, and enhance its product competitiveness and market share.

Champu Consulting provides the company with market demand and product development research services, including the following aspects:

Foreign silk market analysis, through literature analysis and expert interviews, collected foreign silk market information, including the scale of foreign silk market, structure, demand, supply, price, trend, etc., analyzed the characteristics and opportunities of foreign silk market, provided market orientation and market opportunities for enterprises to develop and export products.

Foreign consumer analysis, through the questionnaire and experimental method, collected 1000 valid foreign consumer questionnaires and 100 valid foreign consumer experimental data, analyzed foreign consumer demand for silk products, preferences, purchase behavior, purchase motivation, purchase decision-making, etc., obtained the demand characteristics and demand stratification of foreign consumers, and provided consumer guidance and consumer feedback for the product development and market positioning of enterprises.

Product development analysis, through literature analysis and expert interviews, collected the technical information of silk products, including the technical level of silk products, technological innovation, technological trends, etc., analyzed the technical characteristics and technical advantages of silk products, and provided technical guidance and technical support for enterprise product development and technological innovation.

Product testing and analysis, through the experimental method and mathematical statistics, the new products developed by the enterprise are tested, including product function test, quality test, appearance test, sensory test, etc., the data and results of product testing are collected and analyzed, the performance and advantages of new products are evaluated, and product guidance and product feedback are provided for product improvement and product promotion.

Through the market demand and product development research of Shangpu Consulting, the silk enterprise understands the needs and changes of the foreign silk market, develops new products that meet the needs of foreign consumers, improves its product competitiveness and market share, and realizes product innovation and market expansion.

Conclusion

Silk industry is a traditional advantage industry in China and one of the important commodities of China's foreign trade. Market research is an important tool and means of silk industry, which can help silk enterprises understand the current situation, market demand, competition pattern and development trend of the industry, and provide information support and strategic guidance for strategic decision-making, market development, product development and brand building of silk enterprises. Taking Shangpu Consulting as an example, this paper introduces the purpose, content, methods and techniques of market research in the silk industry, and combines specific case studies to show the value and effect of market research, which provides reference and reference for market research in the silk industry.