一、智能水表行业的发展现状与问题

智能水表是一种利用现代微电子技术、现代传感技术、智能IC卡技术对用水量进行计量并进行用水数据传递及结算交易的新型水表。智能水表具有计量准确、抄表方便、阶梯水价收费、用水控制、数据存储等功能，是智慧城市、智慧水务建设的基础设施。智能水表可以有效地解决传统的机械式水表存在的数据抄收难、人工抄表成本高、数据准确性差、漏水损失大、水费收缴困难等问题，为供水企业和用水用户带来了诸多便利和效益。

In recent years, the smart water meter industry has developed rapidly in China, mainly driven by the following aspects:

Policy support. The state has issued policies such as the National Water Conservation Action Plan, the Outline of the 14th Five-Year Plan for the Development of China's Water Meter Industry, and the Opinions on Promoting Urbanization with County as an Important Carrier, and proposed to improve agricultural water metering facilities. Equipped with industrial and service water metering instruments, and fully implemented the "one household, one meter" transformation of urban residents, promote the application and intelligent transformation of the Internet of Things such as municipal public facilities and buildings, and provide policy guarantee and guidance for the promotion and application of intelligent water meters.

market demand. With the promotion of China's urbanization, rural water development and urban water information transformation speed up and other factors, the Internet of Things technology innovation and landing accelerated, as well as new infrastructure, smart water, smart city and other policies, the update and upgrading of water meter products and new water meter market demand has become the main driving force to promote the growth of the smart water meter industry. In 2021, the penetration rate of smart water meters in China was about 40.5 percent, and the consumption of smart water meters was 42.42 million, up 30.3 percent year-on-year. In 2021, the market size of China's smart water meter industry was 10 billion billion yuan, up 29.87 percent year-on-year.

technological innovation. The technological innovation of the intelligent water meter industry is mainly reflected in two aspects: first, the continuous improvement of the function and performance of the intelligent water meter, such as the use of advanced flow measurement and sensing technologies such as non-magnetic, ultrasonic, camera, electromagnetic, etc., to achieve accurate measurement of water consumption and improve anti-interference ability and stability; second, the communication mode and platform of the intelligent water meter are constantly enriched, such as the use of NB- IoT, LoRa, 4G, 5G and other low-power, long-distance, large-capacity Internet of Things communication technology, to achieve real-time transmission and analysis of water data, improve meter reading efficiency and management level.

However, the smart water meter industry is also facing some problems and challenges, mainly in the following aspects:

Product homogenization is serious. The market competition in the smart water meter industry is very fierce, with many industry participants and a wide variety of products, but there is little difference in product quality, function, performance, etc., lack of core competitiveness and innovation, resulting in serious product homogeneity and reducing The added value and differentiation advantages of products.

Frequent price wars. Due to the serious homogenization of products, it is difficult for smart water meter companies to attract and retain customers through the product itself. They can only compete for market share through price competition, resulting in frequent price wars, declining product prices, and compressed profit margins. The healthy development of the industry.

Insufficient innovation capacity. The technological innovation of the smart water meter industry mainly depends on upstream component suppliers, such as communication modules, electronic components, etc. Smart water meter companies have insufficient R & D investment, and their innovation capabilities are not strong, and it is difficult to keep up with market changes and needs. Upgrade, lack of independent intellectual property rights and core technologies, and are easily surpassed by peers or cross-border competitors.

Brand influence is not strong. The brand construction of intelligent water meter industry is relatively lagging behind, and the brand awareness, reputation and loyalty of intelligent water meter enterprises need to be improved.

The Concept and Significance of 2. Consumer Research

Consumer research refers to the process of collecting, analyzing and explaining consumer behavior, attitudes, needs, preferences, satisfaction, loyalty and other information through scientific methods in order to provide a basis for market decision-making. Consumer research is an important part of market research and one of the basic work of marketing.

Consumer research is of great significance to the competitiveness of smart water meter companies, which is mainly reflected in the following aspects:

Understand consumer needs. Consumer demand is the driving force of the market and the starting point and destination of product development. Through consumer research, smart water meter companies can timely and accurately grasp consumers' water habits, water needs, water pain points, water expectations, etc., so as to design smart water meter products that meet consumer needs and meet consumers' individualization, Diversified and high quality water needs improve the market attractiveness and competitiveness of products.

Understanding consumer preferences. Consumer preference is the market orientation and the basis of product positioning. Through consumer research, smart water meter companies can have an in-depth understanding of consumers' preferences and evaluations of smart water meter functions, performance, brands, prices, services, etc., so as to determine their product advantages, disadvantages, opportunities and threats, and formulate reasonable The product strategy, price strategy, promotion strategy, channel strategy, etc., improve the market adaptability and competitiveness of products.

Understanding consumer satisfaction. Consumer satisfaction is the evaluation of the market and the feedback of product quality. Through consumer research, smart water meter companies can timely and effectively collect consumers' feelings about the use of smart water meters, use problems, use suggestions, etc., so as to evaluate their product quality, service level, brand image, etc., and find out the existing deficiencies And room for improvement to improve the market satisfaction and competitiveness of products.

Understanding consumer loyalty. Consumer loyalty is the guarantee of the market and the driving force of product development. Through consumer research, smart water meter companies can have an in-depth understanding of consumers' willingness to repeat purchases, willingness to recommend, and word-of-mouth communication for smart water meters, so as to judge their product loyalty, loyalty factors, loyalty barriers, etc., and develop effective customer relationships Management strategies to improve product market loyalty and competitiveness.

The purpose, content, method, steps and effect of 3. consumer research.

The purpose of consumer research is to improve the competitiveness of smart water meter companies. The content of consumer research is consumer behavior, attitude, demand, preference, satisfaction, loyalty, etc. The method of consumer research is qualitative and quantitative. The steps of consumer research are to determine research objectives, design research plans, implement research activities, analyze research data, write research reports, and put forward research suggestions, the effect of consumer research is to improve product quality, service level, brand image, market share, profitability and so on. The following is an example of Shangpu Consulting to specifically introduce the purpose, content, methods, steps and effects of consumer research.

1. Purpose of consumer research

Shangpu Consulting Company is a consulting service organization specializing in the intelligent water meter industry, providing market research, strategic planning, marketing planning, brand building and other services for intelligent water meter enterprises. The purpose of consumer research by Shangpu Consulting Company is to help smart water meter companies understand consumer needs, preferences, satisfaction, loyalty, etc., so as to formulate effective market strategies for smart water meter companies and enhance the competitiveness of smart water meter companies.

2. Content of consumer research

The content of the consumer research of Shangpu Consulting Company mainly includes the following aspects:

Consumers' water habits. Including the consumer's water use scenario, water frequency, water consumption, water use time, water use mode, etc.

Consumer water demand. Including consumer demand and expectations for the function, performance, brand, price, service and other aspects of intelligent water meter.

Consumer water pain points. Including the problems, difficulties and dissatisfaction encountered by consumers in the process of using intelligent water meters.

消费者的用水偏好。包括消费者对于智能水表的功能、性能、品牌、价格、服务等方面的偏好和评价。

Consumer satisfaction with water use. Including consumers' overall satisfaction with smart water meters, the satisfaction of each dimension, and the factors that affect satisfaction.

消费者的用水忠诚度。包括消费者对于智能水表的重复购买意愿、推荐意愿、口碑传播等。

3.消费者调研的方法

The methodology for consumer research at Champ Consulting uses a combination of qualitative and quantitative methods, as follows:

Qualitative methods. It mainly includes in-depth interviews, focus groups, scenario simulations, etc., in order to gain insight into consumers' water habits, water needs, water pain points, water preferences, etc., to obtain consumers' psychological motivations, feelings, attitudes, etc., and to tap consumers' potential needs and hidden problems.

定量方法。主要包括问卷调查、实验设计、数据挖掘等，目的是为了广泛了解消费者的用水满意度、用水忠诚度等，获取消费者的行为数据、满意度指数、忠诚度指数等，分析消费者的行为特征、满意度因素、忠诚度障碍等。

4. Steps of consumer research

The steps of the consumer research at Champ Consulting include the following:

Identify research objectives. According to the market strategy and problems of intelligent water meter enterprises, the purpose, content, scope and object of consumer research are clarified, and the research plan and budget are formulated.

设计调研方案。根据调研目标，选择合适的调研方法，设计调研工具，如访谈指南、问卷、实验方案等，确定调研样本的数量、来源、分布等，制定调研时间表和人员安排。

Implementation of research activities. According to the research plan, organize research teams, conduct research training, assign research tasks, implement research tools, collect research data, conduct research supervision and quality control, and ensure the validity and reliability of research data.

Analysis of research data. According to the research data, using statistical analysis, content analysis, structural equation model and other methods, the research data is cleaned, sorted, coded, summarized, analyzed and interpreted, the research results and conclusions are drawn, the research rules and trends are found, and the research insight and enlightenment are refined.

撰写调研报告。根据调研分析，撰写调研报告，包括调研背景、目标、方案、活动、数据、结果、结论、建议等，采用图表、案例、引用等方式，展示调研过程和成果，突出调研价值和意义。

提出调研建议。根据调研报告，为智能水表企业提出针对性的市场战略建议，包括产品策略、价格策略、促销策略、渠道策略、品牌策略、客户关系管理策略等，帮助智能水表企业提升竞争力。

5. Effect of consumer research

尚普咨询公司的消费者调研的效果主要体现在以下几个方面：

提升产品质量。通过消费者调研，智能水表企业可以了解消费者对于智能水表的功能、性能、品牌、价格、服务等方面的需求和期望，从而优化产品设计、改进产品制造、提高产品检测、完善产品售后，提升产品质量，满足消费者的用水需求，增加消费者的用水满意度。

Improve service level. Through consumer research, smart water meter companies can understand the problems, difficulties, and dissatisfaction that consumers encounter in the process of using smart water meters, so as to strengthen service training, improve service response, improve service processes, increase service content, and improve service levels. Solve consumers' water pain points and improve consumers' water loyalty.

提升品牌形象。通过消费者调研，智能水表企业可以了解消费者对于智能水表的偏好和评价，从而明确品牌定位、塑造品牌特色、传播品牌理念、提升品牌知名度、美誉度、忠诚度等，提升品牌形象，增强品牌影响力，建立品牌优势。

提升市场份额。通过消费者调研，智能水表企业可以了解消费者的用水习惯、用水场景、用水频率、用水量、用水时间、用水方式等，从而拓展市场细分、开发市场潜力、增加市场覆盖、提高市场渗透、抢占市场先机，提升市场份额，扩大市场规模。

提升盈利能力。通过消费者调研，智能水表企业可以制定有效的市场战略，提升产品质量、服务水平、品牌形象、市场份额等，从而提高产品的附加值和差异化优势，增加产品的销量和利润，降低产品的成本和风险，提升盈利能力，实现可持续发展。

4. Conclusion

智能水表是一种利用现代微电子技术、现代传感技术、智能IC卡技术对用水量进行计量并进行用水数据传递及结算交易的新型水表。智能水表具有计量准确、抄表方便、阶梯水价收费、用水控制、数据存储等功能，是智慧城市、智慧水务建设的基础设施。随着我国城镇化的推进、农村水务发展与城市水务信息化改造提速等因素的影响，物联网技术创新与落地加快，以及新基建、智慧水务、智慧城市等政策影响下，智能水表市场需求不断增长，市场规模在2023年达到100亿元。然而，智能水表行业也面临着激烈的竞争，产品同质化严重，价格战频发，利润空间被压缩，企业创新能力不足，品牌影响力不强等问题。如何提升智能水表企业的竞争力，成为行业的关键课题。本文认为，消费者调研是提升智能水表企业竞争力的重要手段，通过消费者调研，可以了解消费者的需求、偏好、满意度、忠诚度等，从而制定有效的市场战略，提升产品质量、服务水平、品牌形象，增加市场份额，提高盈利能力。本文以尚普咨询公司为例，介绍了消费者调研的目的、内容、方法、步骤和效果，展示了消费者调研如何帮助智能水表企业提升竞争力。