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尚普咨询：市场调查行业的发展趋势和前景

2024-07-18 10:04:53 来源：尚普咨询浏览量：0

市场调查行业是一种为各级党政机关和企事业单位提供数据采集、分析、决策研究等服务的行业，是衡量一个国家治理水平、经济发展发达程度的标志之一。市场调查行业的发展水平也反映了一个国家的信息化程度、数据化能力和创新活力。随着我国经济社会进入新时代，市场调查行业也面临着新的机遇和挑战，需要不断适应变化、创新发展。

Current situation of 1. market research industry

根据中国信息协会市场研究业分会（CMRA) published 《2021年中国商业调查研究市场规模报告》，2021年我国内地的商业调查研究市场规模达到了127.7亿元，近两年复合增长率为14.24%。2021年增速有所减弱，但行业内调查研究公司根据自身业务的发展情况，对于调查研究行业的发展仍呈积极态度，预计未来仍将保持增长。

从服务类型来看，2021年我国商业调查研究市场中，定量研究占比为72.8%，定性研究占比为16.6%，综合研究占比为10.6%。从服务领域来看，2021年我国商业调查研究市场中，快消品行业占比为21.6%，汽车工业占比为17.5%，广播传媒行业占比为9.6%，公共部门领域占8.8%，其他领域占42.5%。

从服务对象来看，2021年我国商业调查研究市场中，国内客户占比为62.4%，国际客户占比为37.6%。从服务方式来看，2021年我国商业调查研究市场中，线上服务占比为46.2%，线下服务占比为53.8%。

从企业规模来看，2021年我国商业调查研究市场中，大型企业（营收超过1亿元）占比为16.2%，中型企业（营收在5000万至1亿元之间）占比为14.3%，小型企业（营收在1000万至5000万之间）占比为38.9%，微型企业（营收低于1000万）占比为30.6%。

从企业分布来看，2021年我国商业调查研究市场中，北京、上海、广东、江苏、浙江等地的企业占据了市场的绝大部分，其中北京市场规模最大，占比为28.4%，上海市场规模次之，占比为18.7%。

二、市场调查行业的趋势

市场调查行业的发展趋势受到多方面因素的影响，主要包括以下几个方面：

（1）国家政策支持行业发展

在产业政策方面，市场调查行业属于国家鼓励类产业。国家鼓励大力发展战略规划、营销策划、市场调查等提升产业发展素质的咨询服务；在公共事务领域，国家要求深入推进简政放权、放管结合、优化服务，深化行政审批制度改革，改善营商环境，激发各类市场主体活力；在商业领域，鼓励互联网等企业积极发展对产品、市场的动态监控和预测预警等业务，实现与制造业企业的无缝对接，创新业务协作流程和价值创造模式。

在财税政策方面，市场调查行业享受一定的税收优惠。根据《关于支持高新技术企业加快发展的若干财税政策》，符合条件的高新技术企业可以享受15%的所得税优惠率；根据《关于促进文化创意和设计服务与相关产业融合发展若干意见》，符合条件的文化创意和设计服务企业可以享受10%的增值税优惠率；根据《关于进一步支持软件产业和集成电路产业发展的通知》，符合条件的软件产品和集成电路设计企业可以享受免征增值税和消费税等政策。

在人才政策方面，市场调查行业受到人才培养和引进的支持。根据《关于加快培养和引进战略性新兴产业人才的意见》，国家将加强战略性新兴产业人才队伍建设，支持高校和科研院所开设相关专业和课程，鼓励社会力量参与人才培养；根据《关于实施更加积极有效的引进外国人才政策的若干意见》，国家将放宽外国人才签证和居留许可条件，简化外国人才来华工作手续，完善外国人才引进服务体系。

（2）经济结构优化升级促进行业发展

“十四五”时期，新一轮科技信息革命引发世界经济深刻变革，我国经济发展步入新常态，产业结构升级加快，服务业占GDP的比重进一步提高，消费结构升级加快，消费需求更加多元化、个性化、品质化。这些变化为市场调查行业提供了广阔的发展空间和机遇。一方面，市场调查行业可以为各类产业提供数据支撑和决策参考，帮助产业提升创新能力和竞争力，实现高质量发展。另一方面，市场调查行业可以为各类消费者提供数据服务和消费指导，帮助消费者提升消费体验和生活品质，实现高品质生活。

具体来看，市场调查行业的发展趋势主要表现在以下几个方面：

服务领域更加多元化。市场调查行业不仅要服务于传统的快消品、汽车、广告等领域，还要拓展到新兴的互联网、电子商务、社交媒体、新能源、新材料、生物医药、智能制造等领域，以及公共事务、社会治理、民生保障等领域。

消费结构升级加快，消费需求更加多元化、个性化、品质化。这些变化为市场调查行业提供了广阔的发展空间和机遇。一方面，市场调查行业可以为各类产业提供数据支撑和决策参考，帮助产业提升创新能力和竞争力，促进产业转型升级和高质量发展。另一方面，市场调查行业可以为消费者提供更加精准和个性化的服务，满足消费者的多样化需求，促进消费升级和社会福祉。

（3）新基建推动数据智能应用

新基建是指以信息网络、人工智能、数字经济等为代表的新型基础设施建设，是国家战略性投资的重点领域，也是推动经济社会发展的重要引擎。新基建涉及到5G网络、数据中心、物联网、云计算、人工智能、工业互联网等多个领域，对于市场调查行业来说，既是巨大的市场需求，也是强大的技术支撑。

一方面，市场调查行业可以为新基建提供数据服务，包括数据采集、分析、评估、监测等，帮助新基建项目规划、建设、运营和管理。另一方面，市场调查行业可以借助新基建的技术平台，实现数据的快速获取、处理、传输和应用，提升市场调查的效率和质量。

三、市场调查行业的挑战

市场调查行业在发展过程中也面临着一些挑战和困难，主要包括以下几个方面：

（1）互联网化带来的冲击

互联网技术的发展和普及，使得数据获取和传播更加便捷和低成本，也使得市场调查行业的门槛降低，竞争加剧。一方面，互联网平台和企业纷纷涉足市场调查领域，利用自身的用户基础、数据资源和技术优势，提供快速、便宜、大规模的市场调查服务，对传统的市场调查企业形成挑战。另一方面，互联网用户的行为和偏好也在不断变化，对市场调查服务的需求也更加复杂和多元，对市场调查企业的专业能力和创新能力提出更高要求。

（2）大数据化带来的竞争

大数据技术的发展和应用，使得数据分析和挖掘更加深入和广泛，也使得市场调查行业的价值体现更加多样和复杂。一方面，大数据技术可以为市场调查提供更丰富、更细致、更实时的数据来源和分析方法，提高市场调查的精度和效果。另一方面，大数据技术也催生了新的数据分析模式和应用场景，如预测分析、情感分析、社会网络分析等，对市场调查企业的数据处理能力和解决问题能力提出更高要求。

（3）智能化带来的变革

人工智能技术的发展和应用，使得数据生成和利用更加智能和自动化，也使得市场调查行业的工作方式和业务模式发生变革。一方面，人工智能技术可以为市场调查提供更高效、更便捷、更灵活的数据服务，如语音识别、图像识别、自然语言处理等，降低市场调查的成本和难度。另一方面，人工智能技术也带来了新的数据应用可能和价值创造途径，如智能问答、智能推荐、智能决策等，对市场调查企业的数据创新能力和价值转化能力提出更高要求。

四、市场调查行业的机遇

市场调查行业在面对挑战的同时，也拥有巨大的发展机遇和潜力，主要包括以下几个方面：

（1）提升数据质量和分析水平

数据质量是市场调查行业的核心竞争力，也是市场调查服务的基础保障。市场调查企业要不断提升数据质量和分析水平，从数据的准确性、完整性、时效性、可靠性等方面进行优化和改进，确保数据的真实性和有效性。同时，市场调查企业要不断提升数据分析水平，从数据的相关性、因果性、预测性等方面进行深入和细致的挖掘和解读，提供数据的洞察和价值。

（2）拓展服务领域和模式

服务领域和模式是市场调查行业的创新方向，也是市场调查服务的拓展空间。市场调查企业要不断拓展服务领域和模式，从传统的消费者研究、品牌研究、广告研究等领域向新兴的社会研究、政策研究、公益研究等领域延伸，满足不同类型客户的多样化需求。同时，市场调查企业要不断拓展服务模式，从传统的项目式服务向持续性服务、咨询式服务、平台式服务等模式转变，提供更加灵活和定制化的服务。

（3）创新业务协作流程和价值创造模式

业务协作流程和价值创造模式是市场调查行业的变革途径，也是市场调查服务的优化方式。市场调查企业要创新业务协作流程和价值创造模式，从传统的单向输出型向双向互动型、共创共享型转变，实现与客户的深度融合和共赢发展。同时，市场调查企业要创新业务协作流程和价值创造模式，从传统的以数据为中心向以问题为中心、以解决方案为中心转变，提供更加全面和系统的服务。

总之，市场调查行业是一个充满活力和变化的行业，既有巨大的发展潜力和机遇，也有不小的挑战和困难。市场调查企业要树立长远的发展眼光，把握行业发展趋势，应对行业发展挑战，抓住行业发展机遇，不断提升自身能力和水平，为社会经济发展做出贡献。

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