The market research industry is an industry that provides data collection, analysis, decision-making research and other services for party and government agencies and enterprises and institutions at all levels. It is one of the indicators to measure the level of governance and economic development of a country. The level of development of the market research industry also reflects a country's degree of informatization, data-based capabilities and innovation vitality. As China's economy and society enter a new era, the market research industry is also facing new opportunities and challenges, and needs to constantly adapt to changes and innovate and develop.

Current situation of 1. market research industry

According to the Market Research Branch of China Information Association (CMRA) published 《2021China Business Research Market Size Report,2021The size of the business research market in mainland China reached127.7Billions of yuan, with a compound growth rate14.24%。2021The annual growth rate has weakened, but the research companies in the industry still show a positive attitude towards the development of the research industry according to the development of their own business, and are expected to maintain growth in the future.

From the service type,2021In China's commercial research and research market, the proportion of quantitative research is.72.8%, the proportion of qualitative research is16.6%, the proportion of comprehensive research is10.6%. in terms of service areas,2021In China's commercial research and research market, the fast-moving consumer goods industry accounted21.6%, the automotive industry accounts17.5%, the broadcast media industry accounted9.6%The public sector sector accounts8.8%Other areas accounted42.5%。

From the point of view of the service object,2021In China's business research and research market, the proportion of domestic customers was62.4%, the percentage of international customers is37.6%. From the service mode,2021In China's business research and research market, online services accounted46.2%, the proportion of offline services is53.8%。

From the enterprise scale,2021In China's business research and research market, large enterprises (revenue over1Billion yuan) accounted16.2%, medium-sized enterprises (revenue in5000Ten thousand1Between billion yuan) accounted14.3%, small businesses (revenue in1000Ten thousand5000between ten thousand) accounted38.9%, micro-enterprises (revenue below1000Ten thousand) accounted30.6%。

From the perspective of enterprise distribution,2021In China's commercial research and research market, enterprises in Beijing, Shanghai, Guangdong, Jiangsu, Zhejiang and other places accounted for the vast majority of the market, of which Beijing market is the largest, accounting28.4%The Shanghai market is the second largest, accounting18.7%。

2. market research industry trends

Trends in the market research industry are influenced by a number of factors, including the following:

（1) National policies to support industry development

In terms of industrial policy, the market research industry belongs to the industry encouraged by the state. The state encourages the vigorous development of strategic planning, marketing planning, market research and other consulting services to improve the quality of industrial development; in the field of public affairs, the state requires in-depth promotion of streamlining administration and decentralization, combining decentralization, optimizing services, deepening the reform of the administrative examination and approval system, and improving the business environment Stimulate the vitality of various market entities; in the commercial field, encourage Internet and other companies to actively develop dynamic monitoring of products and markets, forecasting and early warning services, achieve seamless connection with manufacturing enterprises and innovate business collaboration processes and value creation models.

In terms of fiscal and taxation policies, the market research industry enjoys certain tax incentives. According to the "Several Fiscal and Taxation Policies on Supporting the Accelerated Development of High-tech Enterprises", eligible high-tech enterprises can enjoy15%According to the Opinions on Promoting the Integration and Development of Cultural Creativity and Design Services and Related Industries, eligible cultural creativity and design service companies can enjoy10%According to the Notice on Further Supporting the Development of the Software Industry and the Integrated Circuit Industry, qualified software products and integrated circuit design enterprises can enjoy policies such as exemption from value-added tax and consumption tax.

In terms of talent policy, the market research industry is supported by talent training and introduction. According to the opinions on accelerating the training and introduction of talents in strategic emerging industries, the state will strengthen the construction of talent team in strategic emerging industries, support universities and scientific research institutes to set up relevant majors and courses, and encourage social forces to participate in talent training; according to the opinions on implementing a more active and effective policy on the introduction of foreign talents, The state will relax the visa and residence permit conditions for foreign talents, Simplify the procedures for foreign talents to work in China, improve the service system for the introduction of foreign talents.

（2) Optimization and upgrading of economic structure to promote the development of the industry

During the "14th Five-Year Plan" period, a new round of scientific and technological information revolution triggered profound changes in the world economy. my country's economic development entered a new normal, the upgrading of industrial structure accelerated, and the service industry accountedGDPThe proportion of consumption structure is further increased, the upgrading of consumption structure is accelerated, and the consumption demand is more diversified, personalized and quality. These changes provide broad development space and opportunities for the market research industry. On the one hand, the market research industry can provide data support and decision-making reference for various industries, help industries enhance their innovation capabilities and competitiveness, and achieve high-quality development. On the other hand, the market research industry can provide data services and consumption guidance for all kinds of consumers, help consumers improve their consumption experience and quality of life, and realize a high quality life.

Specifically, the development trend of the market research industry is mainly manifested in the following aspects:

Services are more diversified. The market research industry should not only serve the traditional fast-moving consumer goods, automobiles, advertising and other fields, but also expand to the emerging Internet, e-commerce, social media, new energy, new materials, biomedicine, intelligent manufacturing and other fields, as well as public affairs, social governance, people's livelihood security and other fields.

The upgrading of consumption structure has accelerated, and consumption demand has become more diversified, personalized and quality. These changes provide broad development space and opportunities for the market research industry. On the one hand, the market research industry can provide data support and decision-making reference for various industries, help industries enhance their innovation capabilities and competitiveness, and promote industrial transformation and upgrading and high-quality development. On the other hand, the market research industry can provide consumers with more accurate and personalized services, meet the diversified needs of consumers, and promote consumption upgrading and social well-being.

（3) New infrastructure drives data intelligence applications

New infrastructure refers to the new infrastructure construction represented by information network, artificial intelligence, digital economy, etc., which is the key area of national strategic investment and an important engine to promote economic and social development. The new infrastructure involves5GNetwork, data center, Internet of things, cloud computing, artificial intelligence, industrial Internet and other fields, for the market research industry, is not only a huge market demand, but also a strong technical support.

On the one hand, the market research industry can provide data services for new infrastructure, including data collection, analysis, evaluation, monitoring, etc., to help the planning, construction, operation and management of new infrastructure projects. On the other hand, the market research industry can leverage the technology platform of new infrastructure to achieve rapid data acquisition, processing, transmission and application to improve the efficiency and quality of market research.

Challenges in the 3. Market Research Industry

The market research industry is also facing some challenges and difficulties in the development process, mainly including the following aspects:

（1) Impact of Internetization

The development and popularization of Internet technology has made data acquisition and dissemination more convenient and low-cost, and has also lowered the threshold of the market research industry and intensified competition. On the one hand, Internet platforms and enterprises have set foot in the field of market research, using their own user base, data resources and technical advantages to provide fast, cheap and large-scale market research services, which poses a challenge to traditional market research enterprises. On the other hand, the behavior and preferences of Internet users are constantly changing, and the demand for market research services is more complex and diversified, which puts forward higher requirements for the professional ability and innovation ability of market research enterprises.

（2) Competition from Big Data

The development and application of big data technology makes data analysis and mining more in-depth and extensive, and also makes the value of the market research industry more diverse and complex. On the one hand, big data technology can provide richer, more detailed and more real-time data sources and analysis methods for market research, and improve the accuracy and effect of market research. On the other hand, big data technology has also given birth to new data analysis models and application scenarios, such as predictive analysis, sentiment analysis, social network analysis, etc., which put forward higher requirements for the data processing capabilities and problem-solving capabilities of market research companies.

（3) Changes brought about by intelligence

The development and application of artificial intelligence technology has made data generation and utilization more intelligent and automated, and has also changed the working methods and business models of the market research industry. On the one hand, artificial intelligence technology can provide more efficient, convenient and flexible data services for market research, such as speech recognition, image recognition, natural language processing, etc., reducing the cost and difficulty of market research. On the other hand, artificial intelligence technology also brings new data application possibilities and value creation ways, such as intelligent question answering, intelligent recommend, intelligent decision-making, etc., which puts forward higher requirements for the data innovation ability and value transformation ability of market research enterprises.

Opportunities in the 4. Market Research Industry

While facing challenges, the market research industry also has great development opportunities and potential, mainly including the following aspects:

（1) Improve data quality and analysis

Data quality is the core competitiveness of the market research industry and the basic guarantee of market research services. Market research companies should continuously improve the quality of data and the level of analysis, optimize and improve the accuracy, completeness, timeliness, and reliability of the data to ensure the authenticity and validity of the data. At the same time, market research enterprises should constantly improve the level of data analysis, conduct in-depth and detailed mining and interpretation from the aspects of data correlation, causality and predictability, and provide insight and value of data.

（2) Expanding service areas and models

The service field and mode are the innovation direction of the market research industry and the expansion space of the market research service. Market research companies should continue to expand their service areas and models, extending from traditional consumer research, brand research, advertising research and other fields to emerging social research, policy research, public welfare research and other fields to meet the diverse needs of different types of customers. At the same time, market research companies must continue to expand their service models, from traditional project-based services to continuous services, consulting services, platform services and other models to provide more flexible and customized services.

（3) Innovative business collaboration processes and value creation models

Business collaboration processes and value creation models are the way to change the market research industry and the way to optimize market research services. Market research enterprises should innovate business collaboration processes and value creation models, from the traditional one-way output type to two-way interaction, co-creation and sharing type, to achieve deep integration and win-win development with customers. At the same time, market research enterprises should innovate business collaboration processes and value creation models, shift from traditional data-centric to problem-centric and solution-centric, and provide more comprehensive and systematic services.

In short, the market research industry is a dynamic and changing industry, which has great development potential and opportunities, but also has no small challenges and difficulties. Market research companies must establish a long-term development vision, grasp the development trend of the industry, respond to industry development challenges, seize industry development opportunities, and continuously improve their own capabilities and levels, and contribute to social and economic development.