The purpose of 1. user behavior research

User behavior research refers to a research method that collects, analyzes and interprets user behavior data to understand user needs, preferences, satisfaction, loyalty, etc., so as to provide basis and guidance for the design, development, marketing and improvement of products or services. The main purpose of user behavior research is the following:

Understand the market demand and potential. User behavior research can help companies grasp the scale, structure, trends and changes of the market, identify market opportunities and threats, assess the competitiveness and attractiveness of the market, and formulate reasonable market strategies and goals.

Understand user characteristics and classification. User behavior research can help enterprises understand the basic information, psychological characteristics, consumption behavior and consumption motivation of users, subdivide users according to different characteristics and needs, and form different user groups or user portraits, so as to achieve accurate product positioning and differentiated marketing.

Understanding user satisfaction and loyalty. User behavior research can help enterprises understand users' perception, evaluation and feedback on products or services, measure users' satisfaction and loyalty, and find users' dissatisfaction and complaints, so as to improve users' satisfaction and loyalty and enhance users' stickiness and word-of-mouth.

Understand user needs and innovations. User behavior research can help enterprises understand the existing and potential needs of users, tap the pain points and demand points of users, and discover new needs and new scenarios of users, so as to provide inspiration and direction for product or service innovation and optimization.

Methods of 2. User Behavior Research

The methods of user behavior research are divided into two main categories: quantitative research and qualitative research. Quantitative research refers to the collection and analysis of large amounts of numerical data to arrive at a representative and universalConclusionThe commonly used quantitative research methods include questionnaire survey, experimental research, data mining and so on. Qualitative research refers to the collection and analysis of non-numerical data to arrive at in-depth and detailed data.ConclusionResearch methods, commonly used qualitative research methods are interviews, observations, case studies and so on. Quantitative research and qualitative research have their own advantages and disadvantages, and in general, they need to be used in combination to achieve complementary and validation effects.

In the research of user behavior in the Chinese patent medicine industry, the following methods are commonly used:

Questionnaire survey. Questionnaire is a quantitative research method to collect users' information, opinions and suggestions by designing and issuing a series of questions, which has the advantages of low cost, high efficiency, wide range and simple operation, but there are also problems such as data quality, recovery rate and analysis difficulty. The questionnaire survey can be used to understand the user's basic information, consumer behavior, satisfaction, loyalty, etc., and can also be used to test the user's acceptance, preference, and purchase intention of new products or services. The form of questionnaire survey can be paper questionnaire, telephone questionnaire, network questionnaire, etc., in which the network questionnaire is more and more favored by users and enterprises because of its convenience and popularity.

Interviews. Interview is a qualitative research method to collect users' feelings, ideas and experiences through face-to-face or remote dialogue with users. It has the advantages of flexibility, interactivity and depth, but it also has the problems of long time, high cost, small sample size and strong subjectivity. Interviews can be used to understand the user's psychological characteristics, consumer motivation, demand points, pain points, etc., can also be used to explore the user's new needs and new scenarios, to discover the user's innovation and improvement points. Interviews can be in the form of individual interviews, group interviews, expert interviews, etc., in which group interviews are favored by many researchers because they can stimulate communication and interaction between users and generate more information and inspiration.

Observe. Observation is a qualitative research method to collect user behavior data and situational information by observing the user's behavior and environment, which has the advantages of intuitiveness, authenticity and objectivity, but there are also problems such as interference, privacy and interpretation. Observation can be used to understand the user's actual behavior, usage habits, usage scenarios, etc., and can also be used to discover the user's behavior problems, usage obstacles, usage experience, etc. The forms of observation can be natural observation, experimental observation, participatory observation, etc., in which participatory observation is favored by many researchers because it enables researchers to better integrate into the user's environment and situation and obtain more first-hand data and feelings.

Steps to 3. user behavior research

The steps of user behavior research generally include the following stages:

Identify research objectives and questions. This is the starting point and direction of user behavior research, which needs to be based on the company's market strategy and goals, the problems to be solved and the goals to be achieved, as well as the type and scope of data to be collected and analyzed. For example, a Chinese patent medicine enterprise may want to know the user's acceptance and purchase intention of its newly launched products, so its research purpose is to evaluate the market potential and competitiveness of new products. Its research problem is the user's cognition, attitude and behavior towards new products, and its data type and scope are the user's basic information, consumption behavior, satisfaction, loyalty, etc.

Design research programs and tools. This is the core and key of user behavior research. It is necessary to select appropriate research methods and technologies according to the research purpose and problems, and design effective research programs and tools, including research objects, samples, time, place, methods, steps, indicators, standards, etc. For example, a proprietary Chinese medicine company may choose to use questionnaires and interviews to design a questionnaire with multiple questions and an interview guide with multiple topics to collect and record online and offline data for different user groups and scenarios.

Implement research and collect data. This is the practice and operation of user behavior research. It is necessary to collect and organize user behavior data according to the research plan and tools, perform all aspects of the research, ensure the quality and integrity of the data, and pay attention to avoid or reduce the deviation and error of the research. For example, a Chinese patent medicine company may issue questionnaires to target users through online platforms, social media, pharmacies and other channels, and at the same time invite some users to participate in interviews through telephone, video, face-to-face, etc., collect user information, opinions and suggestions, and Clean, classify and store data.

analyze data and deriveConclusion. This is the result and value of user behavior research, according to the type and characteristics of the data, the use of appropriate analysis methods and tools, the data description, statistics, inference, interpretation, etc., to arrive at meaningful and useful.Conclusionand recommendations, while paying attention to consider the limitations and shortcomings of the study. For example, a Chinese patent medicine company may use Excel, SPSS and other software to conduct frequency analysis, cross analysis, factor analysis, cluster analysis, etc. on the questionnaire data, and conduct content analysis, discourse analysis, situational analysis, etc. on the interview data to obtain the distribution, influencing factors, and improvement directions of users' acceptance of new products.

Write reports and present results. This is the dissemination and application of user behavior research. It is necessary to write a standardized and perfect research report according to the purpose and object of the research, including the background, purpose, method, process, result,Conclusion, suggestions, etc., while using charts, pictures, videos and other forms to show the results and value of research, to provide support and basis for enterprise decision-making and action. For example, a Chinese patent medicine enterprise may produce a beautiful PPT according to the research report, show the process and results of user behavior research to the senior management and relevant departments of the enterprise, put forward the market strategy and marketing plan of new products, and suggestions for innovation and optimization of user needs.

The Case of 4. User Behavior Research

Shangpu Consulting Company is a company specializing in user behavior research and consulting services. It has rich industry experience and professional team. It provides high-quality user behavior research and consulting services for many well-known companies in the Chinese patent medicine industry to help companies better Understand and meet the needs of users, and enhance the market competitiveness of Chinese patent medicines. The following is a case of user behavior research and consulting services provided by Shangpu Consulting for some Chinese patent medicine companies:

Case 1: Conduct user behavior research and consulting services for an enterprise focusing on children's proprietary Chinese medicines to help the enterprise understand the market demand and potential of children's proprietary Chinese medicines, as well as users' cognition, attitude and behavior towards children's proprietary Chinese medicines. Champ Consulting used questionnaires and interviews to collect and analyze data on children and parents, respectively, and came up with the followingConclusionand recommendations:

The market demand and potential of Chinese patent medicine for children is large, but it also faces the competition of western medicine and the misunderstanding of users. The advantages of Chinese patent medicines for children lie in their safety, effectiveness, and naturalness, but they also have shortcomings such as bitter taste, inaccurate dosage, and slow effect. There are some differences in users' cognition and attitude towards children's Chinese patent medicine. Children are more inclined to western medicine, and parents are more inclined to Chinese patent medicine. However, some parents have doubts about the safety and effectiveness of Chinese patent medicine. The user's behavior towards children's proprietary Chinese medicines is affected by many factors, such as doctor's advice, family tradition, media promotion, product brand, etc.

In order to improve the market competitiveness of Chinese patent medicines for children, enterprises need to improve and innovate from the following aspects: first, improve the quality and standards of Chinese patent medicines for children, strengthen quality control and safety monitoring, improve the accuracy of dosage and the rapidity of effect; second, improve the taste and appearance of Chinese patent medicines for children, improve the bitterness of taste and dark color, and increase children's liking and acceptance; the third is to improve the popularity and credibility of children's proprietary Chinese medicines, strengthen brand building and publicity, and increase the recommend of doctors and the trust of users; the fourth is to improve the innovation and differentiation of children's proprietary Chinese medicines, develop new products and services, and meet users New needs and new scenarios.

Case 2: Conduct user behavior research and consulting services for an enterprise focusing on female proprietary Chinese medicines to help enterprises understand the market demand and potential of female proprietary Chinese medicines, as well as users' cognition, attitude and behavior towards female proprietary Chinese medicines. Champ Consulting used a questionnaire survey and observation method to collect and analyze data from women of different ages, and obtained the followingConclusionand recommendations:

The market demand and potential of female Chinese patent medicine is large, but it also faces the competition of similar products and the picky of users. The advantages of female Chinese patent medicine lie in its pertinence, balance, conditioning, etc., but there are also shortcomings such as side effects, dependence, and high price. There are some differences in users' cognition and attitude towards female Chinese patent medicine. Women of different ages have different needs and preferences. For example, young women pay more attention to menstrual conditioning, middle-aged women pay more attention to menopausal conditioning, and elderly women pay more attention to health care. The user's behavior towards female Chinese patent medicine is affected by many factors, such as personal constitution, symptoms, experience, beliefs, etc., as well as social culture, environment, public opinion, etc.

In order to enhance the market competitiveness of female proprietary Chinese medicines, enterprises need to improve and innovate from the following aspects: first, to improve the personalization and customization of female proprietary Chinese medicines, and to provide different products and services according to different age groups, physique types and symptom degrees to meet the personalized and diversified needs of users; second, to improve the interaction and sociality of female proprietary Chinese medicines, making use of network platforms, social media, community activities, etc, establish channels and platforms for users' communication and sharing to increase users' participation and sense of belonging; the third is to improve the education and guidance of female Chinese patent medicines, and provide users with professional knowledge through professional doctors, consultants, and tutors., Advice and guidance to increase the confidence and effect of users; the fourth is to improve the experience and emotion of female Chinese patent medicines, through optimized packaging, distribution, after-sales, etc, to provide users with a comfortable and pleasant experience, increase user satisfaction and loyalty.

Case 3: Conduct user behavior research and consulting services for an enterprise focusing on health-preserving Chinese patent medicines to help enterprises understand the market demand and potential of health-preserving Chinese patent medicines, as well as users' cognition, attitude and behavior towards health-preserving Chinese patent medicines. Shangpu Consulting Company used questionnaire survey and observation methods to collect and analyze data for different health scenarios and users, and obtained the followingConclusionand recommendations:

The market demand and potential of health Chinese patent medicine is large, but it also faces the competition of substitutes and the uncertainty of users. The advantages of health-preserving Chinese patent medicine lie in its prevention, comprehensiveness, naturalness, etc., but there are also shortcomings such as difficult to quantify the effect, wide range of adaptation, and complex use methods. There are certain differences in users' perceptions and attitudes towards health-preserving Chinese patent medicines. Different health-preserving scenarios and users have different needs and preferences, such as family health, work health, travel health, etc., as well as male users, female users, and elderly users. The user's behavior of health-preserving Chinese patent medicine is affected by many factors, such as personal health status, living habits, values, etc., as well as the product's function, quality, reputation, etc.

In order to enhance the market competitiveness of health-preserving Chinese patent medicines, companies need to improve and innovate from the following aspects: First, improve the functionality and professionalism of health-preserving Chinese patent medicines, and provide different functions and effects according to different health-preserving scenarios and users., Such as invigorating qi and blood, regulating qi and blood, clearing heat and detoxification, nourishing yin and moistening dryness, etc., while providing professional evidence and data to prove the scientificity and credibility of its effect; the second is to improve the convenience and intelligence of health-preserving Chinese patent medicines, and use modern technology and equipment to provide convenient and intelligent use methods, such as portable packaging, intelligent dosage, remote monitoring, etc., to reduce the difficulty and difficulty of users. Cost; the third is to improve the diversity and innovation of health-preserving Chinese patent medicines, develop new products and services, and meet the new needs and new scenarios of users, such as health tea, health drinks, health food, health massage, etc., to increase the user's choice and experience; the fourth is to improve the cultural and emotional nature of health-preserving Chinese patent medicines, and use the culture and philosophy of Chinese medicine to provide users with health-preserving concepts and methods. Increase user recognition and trust, and at the same time provide users with the fun and meaning of health preservation through stories, scenes, emotions, etc., and increase user participation and sharing.