The concept and significance of 1. market research

Market research refers to the process of purposefully collecting, statistical data and reporting survey results in order to improve the quality of product sales decisions, solve problems in product sales, or adopt scientific methods according to specific decision-making problems. Market research is an important part of marketing activities and a core component of marketing information systems. The purpose of market research is to provide information for the decision-making of enterprises and the solution of related marketing problems, as follows:

-Comprehensively understand the opportunities and challenges brought by the industry's policy, economy, technology and cultural characteristics, understand the market capacity, potential and future development trend of the industry, and provide information basis for enterprise decision-making.

-Comprehensively understand the sales status of this product and the main competitive products, the changing trend of consumer behavior and psychological characteristics, and provide information basis for the market segmentation, product transformation and new product development of the enterprise.

-Comprehensive understanding of this product and the main competitive products advertising, promotion, public relations, price and other marketing strategies, to provide support for the company's reasonable formulation of marketing strategies.

-Comprehensively understand the popularity, penetration, reputation and loyalty of corporate brands among consumers; understand the changing trends of consumer consumption at different levels, and provide a scientific basis for adjusting brand marketing strategies and brand extension.

-Fully understand the consumer's information acceptance model, the ratings of relevant media, the ratings of major programs, and provide information support for the improvement of the company's publicity strategy, the effective dissemination of product information, and the establishment of corporate image.

-Comprehensively understand the operating status of product agents, wholesalers and retailers in the target area, find out the sales network status, sales policy, sales management status and market price structure of this product, and lay the foundation for establishing cooperative channels and sales policies and strengthening marketing management.

Market research is as important to marketing management as investigation is to military command. Without systematic and objective market research and forecasting, it is very dangerous and backward to make all kinds of marketing decisions based on experience or incomplete information. The importance of market research to marketing management is manifested in five aspects:

-Provide information as a basis for decision-making. Market research can provide enterprises with information on market size, market structure, market demand, market potential, market competition, market opportunities, etc., and help enterprises to formulate reasonable market objectives, market positioning, market strategies and market plans.

-To make up for the lack of information. Market research can help companies find and solve information problems, such as consumer preferences, satisfaction, loyalty, purchase motivation, purchase behavior, etc., as well as competitors' strategies, strengths, weaknesses, dynamics, etc., so as to improve the accuracy and effectiveness of decision-making.

-Understanding external information. Market research can help companies understand the changes in the external environment, such as political, legal, economic, social, cultural, technological and other factors, as well as the attitudes and behaviors of consumers, competitors, suppliers, intermediaries and other stakeholders, so as to adjust their strategies and actions in a timely manner.

-Understand the changing market environment. Market research can help companies understand the changing trends of the market environment, such as changes in market demand, changes in market competition, changes in market opportunities, etc., so as to grasp the direction of market development, predict the future situation of the market, and provide guidance for the long-term development of enterprises.

-Understand the new market environment. Market research can help companies understand the new market environment, such as emerging markets, emerging consumers, emerging technologies, emerging products, etc., so as to discover new market opportunities, open up new market areas, and provide impetus for the innovation and development of enterprises.

2. the market research ability and service cases of Shangpu Consulting

Shangpu Consulting Group Co., Ltd. (hereinafter referred to as "Shangpu Consulting"), with registered capital of 50 million, was founded in early 2008. After more than ten years of hard work, Shangpu Consulting has accumulated rich professional experience and customer resources in the fields of industry research, market research, investment and financing consulting, and IPO listing consulting. With strong consulting innovation capabilities, first-class service quality, and Strong market competitiveness is highly recognized by all sectors of society, and has now become one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China. Shangpu Consulting has a professional team composed of senior industry experts, market research experts, investment and financing experts, IPO listing experts, etc., as well as a research network covering all parts of the country, which can provide customers with comprehensive, multi-level and high-quality market Research services help customers deeply understand the current market situation and development trend, formulate effective market strategies, and realize the sustainable development of enterprises.

Shangpu consulting's market research services cover a number of industries and fields, including but not limited to: energy, chemical industry, environmental protection, building materials, machinery, electronics, information, medicine, biology, agriculture, food, beverage, daily chemical, clothing, home furnishing, education, culture, entertainment, tourism, finance, insurance, securities, real estate, logistics, transportation, e-commerce, Internet, etc. Champ Consulting's market research services mainly include the following types:

-Industry research: through a comprehensive analysis of the history, current situation and future of the industry, we provide customers with information on the law of development of the industry, market size, market structure, market demand, market potential, market competition, market opportunities, market risks, market forecasts, etc., to help customers understand the overall situation of the industry and provide reference for customers' strategic decisions.

-Market survey: Through the survey of consumers, competitors, distributors, suppliers and other stakeholders in the target market, we provide customers with information on consumer preferences, satisfaction, loyalty, purchase motivation, purchase behavior, etc., information on competitors' strategies, strengths, weaknesses, dynamics, etc., as well as information on channel providers' operating conditions, willingness to cooperate, conditions for cooperation, etc, the supplier's supply capacity, supply quality, supply price and other aspects of information to help customers understand the specific situation of the target market, to provide the basis for the customer's marketing decisions.

-Product testing: through the product trial, try-on, try-on, try-on, and other methods of testing for consumers or potential consumers in the target market, to provide customers with product functionality, performance, quality, appearance, packaging, price and other aspects of the evaluation, as well as product improvement advice, purchase intention, purchase frequency, purchase volume and other aspects of the information to help customers understand the market acceptance of the product, provide reference for customer's product development, product improvement and product pricing.

-Advertising test: through testing the consumers or potential consumers in the target market to watch, listen to and read advertisements, provide customers with evaluation on the creativity, content, form, medium, duration, frequency and other aspects of advertisements, as well as information on the communication effect, influence, attractiveness, persuasion and other aspects of advertisements, so as to help customers understand the market feedback of advertisements, for the customer's advertising planning, advertising production, advertising to provide reference.

-Brand research: through the research on brand cognition, association, evaluation and selection of consumers or potential consumers in the target market, it provides customers with information on brand popularity, reputation, loyalty, image, personality and differentiation, as well as information on brand advantages, disadvantages, opportunities and threats, so as to help customers understand the market position of the brand, provide guidance for customer's brand building, brand management and brand extension.

The market research service of Shangpu Consulting has provided professional consulting services for many well-known enterprises at home and abroad, and has achieved good performance and reputation. The following are some of the market research service cases of Champ Consulting:

-Provide a market research service on consumer behavior and preferences in the Chinese market for an internationally renowned beverage brand, helping the brand to understand Chinese consumer demand, preferences, purchase motivation, purchase behavior, etc., for the brand Product development, product positioning, product promotion provides strong support.

-Provides industry research services for a leading domestic e-commerce platform for competitor analysis and market opportunity assessment in the Chinese market, helping the platform to understand the development status and trends of the Chinese e-commerce market, as well as the strategies, strengths and weaknesses of major competitors, Information on dynamics, etc., provides powerful guidance for the platform's strategic planning, market expansion, and competitive response.

-Provide brand research services on brand awareness and reputation in the Chinese market for a well-known domestic household goods brand, and help the brand understand Chinese consumers' awareness, evaluation, and choice of the brand, as well as the brand The information on the status, image, personality, and differentiation in the market provides a powerful reference for the brand's brand building, brand management, and brand extension.

-Provide a domestic well-known tourist scenic spot with the advertising test service of the advertising effect and influence of the Chinese market, and help the scenic spot understand the feedback of Chinese consumers on the viewing, listening, reading and other aspects of the advertising of the scenic spot, as well as the communication effect, influence, attraction, persuasion and other aspects of the advertising of the scenic spot, for the scenic area of advertising planning, advertising production, advertising provides a strong basis.

-Provide a well-known domestic food brand with product testing services for the trial and evaluation of new products in the Chinese market, and help the brand understand the feedback of Chinese consumers on the trial, trial and evaluation of the brand's new products, as well as the information on the function, performance, quality, appearance, packaging, price and other aspects of the brand's new products, it provides strong support for the brand's new product development, new product improvement and new product pricing.

3.Conclusion

Market research is a vital work for the development of enterprises, it can provide enterprises with a variety of information about the market, help enterprises understand the current situation and development trend of the market, formulate effective market strategy, realize the sustainable development of enterprises. Shangpu Consulting is a professional market research service organization, with a professional team composed of senior industry experts, market research experts, investment and financing experts, IPO listing experts, etc., as well as a research network covering all parts of the country. It can provide customers with comprehensive, multi-level and high-quality market research services to help customers deeply understand the current market situation and development trend, formulate effective market strategies, and realize the sustainable development of enterprises.

Shangpu Consulting is a professional market research service organization, which can provide enterprises with various information about the market, help enterprises understand the current situation and development trend of the market, formulate effective market strategies, and realize the sustainable development of enterprises. The market research service of Shangpu Consulting has provided professional consulting services for many well-known enterprises at home and abroad, and has achieved good performance and reputation. Taking Shangpu Consulting as an example, this paper introduces the company's professional ability and service case in market research, shows the application value of market research in different industries and fields, and provides reference and reference for market research for enterprises.