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2024-07-18 09:52:35 来源：尚普咨询浏览量：0

市场调查是指通过收集、分析和解释有关市场、消费者、竞争对手和环境的信息，以便为市场营销决策提供依据的过程。市场调查的目的是为了了解市场的现状和趋势，发现和满足消费者的需求，创造和保持竞争优势，提高市场绩效。市场调查的方法主要包括定性研究和定量研究两种，定性研究是指通过深入访谈、焦点小组、观察等方式，探索消费者的想法、行为、态度和动机等；定量研究是指通过问卷调查、实验、数理统计等方式，测量消费者的数量、比例、关系和影响等。市场调查的技巧主要包括确定研究目标、设计研究方案、选择研究样本、收集和处理数据、分析和解释数据、撰写和呈现报告等。

市场调查在商业活动中具有重要的作用，它能够帮助企业获取有价值的信息，支持有效的决策，提升企业的竞争力和盈利能力。为了更好地理解市场调查的意义和方法，本文将通过分析三个市场调查的成功案例，探讨市场调查的成功因素，以及市场调查中可能遇到的问题和解决方案。

Case1：可口可乐的“新可乐”

可口可乐是世界上最著名的饮料品牌之一，多年来一直保持着良好的销售业绩。然而，在20世纪80年代初期，由于消费者口味偏好的变化，可口可乐的销售额出现了下滑。为了应对这一挑战，可口可乐进行了一次市场调查，并开发了一种新的可乐——可口可乐新口味。在市场调查中，可口可乐采用了定量研究的方法，通过对近20万人的口味试验，发现新口味可乐比原口味可乐和百事可乐都更受消费者的欢迎。因此，可口可乐决定推出新口味可乐，并停止生产原口味可乐。然而，这一决策却引发了消费者的强烈反对，许多原口味可乐的忠实消费者表示不满和抗议，甚至威胁要起诉可口可乐公司。在压力下，可口可乐不得不在两个月后恢复了原口味可乐的生产，并将新口味可乐改名为“可口可乐Ⅱ”。这一事件被认为是市场调查史上的一个失败案例。

从这个案例中，我们可以看到市场调查的重要性，但也可以看到市场调查的局限性和问题。市场调查的重要性体现在，可口可乐通过市场调查发现了消费者口味偏好的变化，以及新口味可乐的潜在市场需求，这些信息对于产品开发和市场策略的制定都是有价值的。市场调查的局限性和问题体现在，可口可乐的市场调查忽略了以下几个方面：

市场调查的时间跨度不够长，无法反映消费者的长期偏好和忠诚度。消费者在一次口味试验中可能会选择新口味可乐，但并不意味着他们会长期购买和消费新口味可乐，也不意味着他们会放弃原口味可乐。可口可乐没有考虑到消费者的习惯和情感因素，过于轻易地改变了原口味可乐的配方，损害了消费者的信任和满意度。

市场调查的样本选择不够合理，无法反映消费者的多样性和差异性。可口可乐的市场调查主要针对的是年轻的、城市的、追求时尚的消费者，而忽略了老年的、乡村的、保守的消费者，这些消费者可能对原口味可乐有更深的感情和依赖，对新口味可乐有更大的抵触和排斥。可口可乐没有考虑到消费者的分层和细分，过于一刀切地推出了新口味可乐，忽视了消费者的个性和选择。

市场调查的数据分析不够全面，无法反映消费者的真实意见和动机。消费者在参与口味试验时，可能会受到各种因素的影响，如社会期待、从众心理、试验环境等，而不一定能够真实地表达自己的喜好和意见。可口可乐没有考虑到消费者的心理和行为的复杂性，过于简单地根据数据的结果做出决策，忽略了消费者的深层需求和动机。

为了避免类似的问题，市场调查应该注意以下几个方面：

市场调查的时间跨度应该足够长，以反映消费者的长期偏好和忠诚度。市场调查不应该只是一次性的活动，而应该是持续的过程，通过定期的跟踪和反馈，了解消费者的需求和满意度的变化，及时调整产品和策略的改进。

市场调查的样本选择应该足够合理，以反映消费者的多样性和差异性。市场调查应该根据目标市场的特征和细分，选择具有代表性和随机性的样本，避免样本的偏差和误差，确保数据的有效性和可靠

市场调查的数据分析应该足够全面，以反映消费者的真实意见和动机。市场调查应该运用和掌握一些有效的数据分析的方法和技巧，如描述性分析、推断性分析、关联性分析、因果性分析等，使市场调查能够从不同的角度和层次，解释和理解数据的含义和规律，发现和验证数据的关系和影响，提高数据分析的深度和广度。

案例二：星巴克的“我的星巴克创意”

星巴克是世界上最著名的咖啡品牌之一，以提供高品质的咖啡和舒适的环境而闻名。然而，在21世纪初期，由于市场的饱和以及竞争的加剧，星巴克的销售额出现了下滑。为了应对这一挑战，星巴克进行了一次市场调查，并推出了一个名为“我的星巴克创意”的在线平台。在这个平台上，星巴克邀请消费者分享他们对星巴克的建议和想法，包括产品、服务、环境、营销等方面。星巴克的员工和管理者会定期浏览和回复消费者的创意，并根据消费者的投票和评论，选择一些有价值的创意，进行实施和改进。通过这个平台，星巴克收集了数以万计的消费者的创意，其中一些已经成为了星巴克的新产品或新服务，如免费无线网络、可回收杯子、个性化咖啡等。这一事件被认为是市场调查史上的一个成功案例。

从这个案例中，我们可以看到市场调查的重要性，但也可以看到市场调查的创新性和互动性。市场调查的重要性体现在，星巴克通过市场调查了解了消费者的需求和喜好，进而推出了更符合市场的产品和服务。市场调查的创新性和互动性体现在，星巴克通过创造一个在线平台，让消费者成为市场调查的参与者和贡献者，从而增加了消费者的参与度和忠诚度，提高了市场调查的效率和效果。市场调查的创新性和互动性的方法有以下几点：

利用网络技术，如星巴克利用了互联网、社交媒体、移动设备等网络技术，创建了一个在线平台，使市场调查能够覆盖更多的消费者，收集更多的信息，提高市场调查的便捷性和实时性。

利用消费者的智慧，如星巴克利用了消费者的创意、经验、见解、评价等消费者的智慧，激发了消费者的创造力，提高市场调查的质量和价值。

利用消费者的互动，如星巴克利用了消费者的投票、评论、分享、反馈等消费者的互动，增强了消费者的沟通和协作，提高市场调查的参与度和影响力。

案例三：宜家的“家庭访问”

宜家是世界上最著名的家具品牌之一，以提供高性价比的家具和家居用品而闻名。宜家的市场调查方法之一是“家庭访问”，即宜家的员工定期拜访消费者的家庭，观察和了解消费者的生活方式、家庭结构、家居需求、购买行为等方面，从而为产品开发和市场策略提供依据。宜家的“家庭访问”是一种定性研究的方法，通过深入的访谈和观察，探索消费者的深层需求和动机，发现消费者的问题和机会，提高产品和服务的贴合度和满意度。宜家的“家庭访问”已经成为宜家的一种文化和传统，每年有数千名宜家的员工参与“家庭访问”，并将所得的信息和经验分享给其他的员工和管理者，从而不断改进和创新宜家的产品和服务。

从这个案例中，我们可以看到市场调查的重要性，但也可以看到市场调查的深入性和人性化。市场调查的重要性体现在，宜家通过市场调查了解了消费者的生活方式和家居需求，进而推出了更符合消费者的产品和服务。市场调查的深入性和人性化体现在，宜家通过拜访消费者的家庭，建立了与消费者的亲密和信任的关系，从而获得了更真实和更深刻的信息，提高市场调查的有效性和感染力。市场调查的深入性和人性化的方法有以下几点：

关注消费者的生活方式，如宜家关注了消费者的生活方式，如消费者的家庭结构、生活习惯、生活场景、生活价值等，从而了解消费者的家居需求和喜好，提高产品和服务的适应性和个性化。

关注消费者的深层需求，如宜家关注了消费者的深层需求，如消费者的心理需求、情感需求、社会需求、个人需求等，从而了解消费者的购买动机和行为，提高产品和服务的吸引力和影响力。

关注消费者的人性化，如宜家关注了消费者的人性化，如消费者的尊重、信任、关怀、参与等，从而建立了与消费者的亲密和信任的关系，提高产品和服务的信任度和忠诚度。

Conclusion

市场调查是商业活动中不可或缺的一个环节，它能够帮助企业了解消费者的需求和喜好，进而推出更符合市场的产品和服务。通过分析三个市场调查的成功案例，本文探讨了市场调查的重要性、方法和技巧，以及市场调查中可能遇到的问题和解决方案。本文旨在为咨询公司提供一些市场调查的理论和实践的参考。

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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
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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