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2024-07-18 10:04:42 来源：尚普咨询浏览量：0

一、市场调研的概念和意义

市场调研是指为了提高产品销售决策的质量，解决产品销售中存在的问题，或根据具体决策问题，采用科学的方法，有目的地收集、统计数据和汇报调查结果的工作过程。市场调研是市场营销活动的重要环节，也是市场营销信息系统的核心组成部分。市场调研的目的是为企业的决策和相关营销问题的解决提供信息依据，具体表现为：

- 全面了解行业性的政策、经济、技术及文化特点所带来的机遇和挑战，了解本行业的市场容量、潜力及未来的发展趋势，为企业决策提供信息依据。

- 全面了解本产品及主要竞争产品的销售现状，消费者消费行为和心理特征的变化趋势，为企业的市场细分、产品改造、新产品开发提供信息依据。

- 全面了解本产品及主要竞争产品的广告、促销、公关、价格等营销策略，为公司营销策略的合理制订提供支持。

- 全面摸清企业品牌在消费者中的知名度、渗透率、美誉度和忠诚度；了解不同层次消费者消费变化趋势，为调整品牌营销策略及进行品牌延伸提供科学依据。

- 全面了解消费者的信息接受模式，相关媒体的收视率、主要节目的收视情况，为公司宣传策略的改进、产品信息的有效传播、企业形象的树立提供信息支持。

- 全面了解目标地区的产品代理商、批发商和零售商的经营现状，查清本产品的销售网络状态、销售政策、销售管理状态及市场价格结构，为建立合作的渠道和销售政策，强化营销管理打基础。

市场调研对于营销管理来说其重要性犹如侦查之对于军事指挥。不做系统客观的市场调研与预测，仅凭经验或不够完备的信息，就作出种种营销决策是非常危险的，也是十分落后的行为。市场调研对营销管理的重要性表现在五个方面：

- 提供作为决策基础的信息。市场调研可以为企业提供关于市场规模、市场结构、市场需求、市场潜力、市场竞争、市场机会等方面的信息，帮助企业制定合理的市场目标、市场定位、市场策略和市场计划。

- 弥补信息不足的缺陷。市场调研可以帮助企业发现和解决信息不足的问题，如消费者的偏好、满意度、忠诚度、购买动机、购买行为等，以及竞争对手的战略、优势、劣势、动态等，从而提高决策的准确性和有效性。

- 了解外部信息。市场调研可以帮助企业了解外部环境的变化，如政治、法律、经济、社会、文化、技术等因素的影响，以及消费者、竞争对手、供应商、中介机构等利益相关者的态度和行为，从而及时调整自身的策略和行动。

- 了解市场环境变化。市场调研可以帮助企业了解市场环境的变化趋势，如市场需求的变化、市场竞争的变化、市场机会的变化等，从而把握市场的发展方向，预测市场的未来状况，为企业的长期发展提供指导。

- 了解新的市场环境。市场调研可以帮助企业了解新的市场环境，如新兴市场、新兴消费者、新兴技术、新兴产品等，从而发现新的市场机会，开拓新的市场领域，为企业的创新发展提供动力。

二、尚普咨询的市场调研能力和服务案例

尚普咨询集团有限公司（简称“尚普咨询”），注册资本5000万，创立于2008年初。历经十多年的辛勤耕耘，尚普咨询在行业研究、市场调研、投融资咨询、IPO上市咨询领域积累了丰富的专业经验和客户资源，凭借极强的咨询创新能力、一流的服务质量，以及强大的市场竞争力深受社会各界高度认可，现已成为中国最具领导力和权威性的独立第三方行研与投融资咨询机构之一。尚普咨询拥有一支由资深行业专家、市场调研专家、投融资专家、IPO上市专家等组成的专业团队，以及覆盖全国各地的调研网络，能够为客户提供全方位、多层次、高质量的市场调研服务，帮助客户深入了解市场现状和发展趋势，制定有效的市场策略，实现企业的可持续发展。

尚普咨询的市场调研服务涵盖了多个行业和领域，包括但不限于：能源、化工、环保、建材、机械、电子、信息、医药、生物、农业、食品、饮料、日化、服装、家居、教育、文化、娱乐、旅游、金融、保险、证券、房地产、物流、交通、电商、互联网等。尚普咨询的市场调研服务主要包括以下几种类型：

- 行业研究：通过对行业的历史、现状、未来的全面分析，为客户提供行业的发展规律、市场规模、市场结构、市场需求、市场潜力、市场竞争、市场机会、市场风险、市场预测等方面的信息，帮助客户了解行业的整体情况，为客户的战略决策提供参考。

- 市场调查：通过对目标市场的消费者、竞争对手、渠道商、供应商等利益相关者的调查，为客户提供消费者的偏好、满意度、忠诚度、购买动机、购买行为等方面的信息，竞争对手的战略、优势、劣势、动态等方面的信息，渠道商的经营状况、合作意愿、合作条件等方面的信息，供应商的供应能力、供应质量、供应价格等方面的信息，帮助客户了解目标市场的具体情况，为客户的营销决策提供依据。

- 产品测试：通过对目标市场的消费者或潜在消费者进行产品的试用、试吃、试穿、试玩等方式的测试，为客户提供产品的功能、性能、品质、外观、包装、价格等方面的评价，以及产品的改进意见、购买意愿、购买频率、购买量等方面的信息，帮助客户了解产品的市场接受程度，为客户的产品开发、产品改进、产品定价提供参考。

- 广告测试：通过对目标市场的消费者或潜在消费者进行广告的观看、听取、阅读等方式的测试，为客户提供广告的创意、内容、形式、媒介、时长、频次等方面的评价，以及广告的传播效果、影响力、吸引力、说服力等方面的信息，帮助客户了解广告的市场反馈，为客户的广告策划、广告制作、广告投放提供参考。

- 品牌研究：通过对目标市场的消费者或潜在消费者进行品牌的认知、联想、评价、选择等方式的研究，为客户提供品牌的知名度、美誉度、忠诚度、形象、个性、差异化等方面的信息，以及品牌的优势、劣势、机会、威胁等方面的信息，帮助客户了解品牌的市场地位，为客户的品牌建设、品牌管理、品牌延伸提供指导。

尚普咨询的市场调研服务已经为众多的国内外知名企业提供了专业的咨询服务，取得了良好的业绩和口碑。以下是尚普咨询的部分市场调研服务案例：

- 为某国际知名饮料品牌提供了中国市场的消费者行为和偏好的市场调查服务，帮助该品牌了解中国消费者对于饮料的需求、喜好、购买动机、购买行为等方面的信息，为该品牌的产品开发、产品定位、产品推广提供了有力的支持。

- 为某国内领先的电子商务平台提供了中国市场的竞争对手分析和市场机会评估的行业研究服务，帮助该平台了解中国电子商务市场的发展现状和趋势，以及主要竞争对手的战略、优势、劣势、动态等方面的信息，为该平台的战略规划、市场拓展、竞争应对提供了有力的指导。

- 为某国内知名的家居用品品牌提供了中国市场的品牌知名度和美誉度的品牌研究服务，帮助该品牌了解中国消费者对于该品牌的认知、评价、选择等方面的信息，以及该品牌在市场中的地位、形象、个性、差异化等方面的信息，为该品牌的品牌建设、品牌管理、品牌延伸提供了有力的参考。

- 为某国内知名的旅游景区提供了中国市场的广告效果和影响力的广告测试服务，帮助该景区了解中国消费者对于该景区的广告的观看、听取、阅读等方面的反馈，以及该景区的广告的传播效果、影响力、吸引力、说服力等方面的信息，为该景区的广告策划、广告制作、广告投放提供了有力的依据。

- 为某国内知名的食品品牌提供了中国市场的新产品试用和评价的产品测试服务，帮助该品牌了解中国消费者对于该品牌的新产品的试用、试吃、评价等方面的反馈，以及该品牌的新产品的功能、性能、品质、外观、包装、价格等方面的信息，为该品牌的新产品开发、新产品改进、新产品定价提供了有力的支持。

3.Conclusion

市场调研是一项对于企业发展至关重要的工作，它可以为企业提供关于市场的各种信息，帮助企业了解市场的现状和发展趋势，制定有效的市场策略，实现企业的可持续发展。尚普咨询是一家专业的市场调研服务机构，拥有一支由资深行业专家、市场调研专家、投融资专家、IPO上市专家等组成的专业团队，以及覆盖全国各地的调研网络，能够为客户提供全方位、多层次、高质量的市场调研服务，帮助客户深入了解市场现状和发展趋势，制定有效的市场策略，实现企业的可持续发展。

尚普咨询是一家专业的市场调研服务机构，它可以为企业提供关于市场的各种信息，帮助企业了解市场的现状和发展趋势，制定有效的市场策略，实现企业的可持续发展。尚普咨询的市场调研服务已经为众多的国内外知名企业提供了专业的咨询服务，取得了良好的业绩和口碑。本文以尚普咨询为例，介绍了该公司在市场调研方面的专业能力和服务案例，展示了市场调研在不同行业和领域的应用价值，为企业提供了市场调研的参考和借鉴。

Consulting Services

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User evaluation

Champu Consulting-Market Research & Consulting China Pioneer

immediate consultation

On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
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On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

In the field of consulting, Champ Consulting can also provide you with the following services:

Research Module	research content
Market research	Industry status	market capacity	Product Application	channel mode	Supply chain	market competition	Market Consulting
Competitor Research	Enterprise background	Enterprise Finance	Sales Data	Market Strategy	Production Equipment	Supply Procurement	Technology R & D
Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	satisfaction survey	Employee satisfaction	user satisfaction
Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

Service advantages

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

Focus on production and research

15 Year

Champ Consulting has been established for 15 years.

48 Intellectual Property Rights

Independent methodology

80% of the information comes from first-hand research.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise