1International comparison and reference of market research

Market research refers to the use of scientific research methods and means to systematically collect, record, organize and analyze the basic conditions of the market and its influencing factors, in order to help enterprises to make effective marketing decisions and achieve business objectives. Under the guidance of modern marketing concept, to meet the needs of consumers as the center, research products from the production field to expand to include the whole process of consumption.

The importance of market research is self-evident, it is the basis and premise of strategic decision-making, market development, product innovation, competitive analysis and other important activities. In the context of globalization, companies need to understand the market characteristics of different countries and regions, consumer needs, competitive environment, laws and regulations, etc., in order to develop marketing strategies and programs suitable for each market. Therefore, the international comparison and reference of market research is an important way to improve the quality and effect of market research.

The international comparison and reference of market research mainly include the following aspects:

Purpose and scope of (I) market research

The purpose of market research is to solve the problems encountered by enterprises in marketing, or to find opportunities in marketing, so as to provide a basis for enterprise decision-making. The scope of market research is determined according to the purpose and problems of market research, which generally includes the following aspects:

Market environment analysis. Market environment analysis refers to the analysis of various external factors affecting the marketing activities of enterprises, such as political, legal, economic, social, cultural, technological, natural and other aspects of the situation, as well as the size, structure, trends, opportunities and threats of the market.

Market demand analysis. Market demand analysis refers to the analysis of potential or actual consumer demand in the market, including the quantity, quality, characteristics, changes, distribution, influencing factors, etc. of demand, as well as consumer buying behavior, buying motivation, buying habits, purchasing power, etc.

Market segmentation and target market selection. Market segmentation refers to the division of a large market into a number of relatively uniform small markets according to certain criteria, each of which is called a market segment or a market segment group. Target market selection refers to the selection of one or several most favorable market segments as the target market of the enterprise based on the resources, capabilities, objectives, etc.

Marketing mix strategy. Marketing mix strategy refers to the enterprise according to the characteristics and needs of the target market, the comprehensive use of products, prices, channels, promotions and other marketing elements, to form a coordinated marketing program, in order to achieve the enterprise's market objectives.

The purpose and scope of market research in different countries and regions may vary, depending on the company's market positioning, market objectives, market environment and other factors. Generally speaking, market research in developed countries and regions pays more attention to the segmentation and differentiation of market demand, as well as the innovation and optimization of marketing mix strategies, while market research in developing countries and regions pays more attention to the analysis and evaluation of the market environment, as well as the potential and scale of market demand.

When conducting international market research, Shangpu Consulting will determine the purpose and scope of market research according to the market characteristics and customer needs of different countries and regions, so as to provide the most suitable market research plan and report. For example, Shangpu Consulting once provided a European automobile manufacturer with market research services in the Chinese market. The main purpose is to understand the automobile consumption demand, automobile consumption behavior, automobile consumption trend, automobile consumption structure, automobile consumption distribution and so on in the Chinese market, as well as the automobile competition pattern, automobile laws and regulations, automobile policy support and so on in the Chinese market, to help the automaker develop market entry and marketing strategies in the Chinese market. On the other hand, Shangpu Consulting has also provided market research services for a Chinese electronic product manufacturer in the U.S. market. The main purpose is to understand the segmentation and differentiation of consumer demand for electronic products in the U.S. market, as well as the preferences, satisfaction, loyalty, etc. of electronic product consumers in the U.S. market, as well as the product, price, channel, promotion and other marketing mix strategies of electronic product competitors in the U.S. market, to help the electronics manufacturer develop product innovation and marketing strategies in the U.S. market.

Methods and techniques of (II) market research

The methods and techniques of market research refer to the specific implementation methods and means of market research, including the process of data collection, processing, analysis and presentation. The methods and techniques of market research are divided into two main categories: qualitative research and quantitative research.

Qualitative research refers to the collection and analysis of non-numerical data through unstructured or semi-structured methods to understand the current situation, problems, opportunities, motivations, attitudes, feelings, etc. of the market. The main methods and techniques used are: in-depth interviews, focus groups, project methods, scenario analysis, case analysis, observation methods, experimental methods, etc.

Quantitative research refers to the collection and analysis of numerical data in a structured way to measure the size, structure, change, influencing factors of the market, etc., the main methods and techniques used are: questionnaire survey, sample survey, statistical analysis, mathematical modeling, predictive analysis, causal analysis and so on.

The methods and techniques of market research in different countries and regions may vary, depending on factors such as the purpose and scope of market research, the objects and samples of market research, and the resources and conditions of market research. Generally speaking, market research in developed countries and regions pays more attention to quantitative research, as well as the combination and complementarity of qualitative research and quantitative research, while market research in developing countries and regions pays more attention to qualitative research, as well as the balance and coordination of qualitative research and quantitative research.

When conducting international market research, Shangpu Consulting will select appropriate market research methods and technologies according to the market characteristics and customer needs of different countries and regions to provide the most accurate and effective market research data and analysis. For example, Shangpu Consulting once provided market research services in India market for an American medical device manufacturer, mainly adopting qualitative research methods and technologies, such as in-depth interviews, focus groups, scenario analysis and so on, to understand the medical device consumption demand, medical device consumption behavior, medical device consumption motivation, medical device consumption experience and so on in India market, and the cultural, social and psychological characteristics of medical device consumers in the Indian market to help the medical device manufacturer formulate product positioning and marketing strategies in the Indian market. On the other hand, Shangpu Consulting has also provided market research services in the European market for a Chinese food and beverage manufacturer, mainly using quantitative research methods and technologies, such as questionnaires, sample surveys, statistical analysis, predictive analysis, etc., to measure the scale, structure, changes, and influencing factors of food and beverage consumption demand in the European market, and the satisfaction, loyalty and preference of food and beverage consumers in the European market to help the food and beverage manufacturer formulate product innovation strategies and marketing strategies in the European market.

(III) the quality and effectiveness of market research

The quality and effect of market research refers to whether the process and results of market research meet the purpose and requirements of market research, whether it can provide effective support and guidance for the decision-making of enterprises, and whether it can help enterprises achieve market objectives and improve market performance. The quality and effect of market research mainly depends on the following aspects:

Design and planning of market research. The design and planning of market research refers to the definition of the purpose and problems of market research, the determination of the scope and object of market research, the selection of market research methods and techniques, and the formulation of market research plans and budgets before the start of market research to ensure the scientificity and feasibility of market research.

Conduct and monitor market research. The implementation and monitoring of market research refers to the effective organization and management of market research personnel, resources, time and quality in accordance with the design and planning of market research in the process of market research, so as to ensure the smooth progress and timely adjustment of market research.

Market research analysis and reports. The analysis and report of market research refers to the systematic processing, analysis and interpretation of the market research data after the end of the market research, in order to obtain the market research.Conclusionand recommendations, and present them to market research clients and stakeholders in an appropriate form and manner to ensure the effectiveness and usefulness of market research.

The quality and effectiveness of market research in different countries and regions may vary, depending on factors such as the level and development of market research, the standards and norms of market research, and the evaluation and feedback of market research. Generally speaking, the quality and effect of market research in developed countries and regions are higher, because they have more perfect market research system and mechanism, more strict market research quality control and guarantee, more extensive market research application and utilization, while the quality and effect of market research in developing countries and regions are relatively low, because they have more immature market research theories and methods, more loose market research management and supervision, more limited market research impact and value.

When conducting international market research, Shangpu Consulting will ensure the quality and effect of market research according to the market characteristics and customer needs of different countries and regions, so as to provide the most professional and authoritative market research services and reports. For example, Shangpu Consulting once provided market research services in the Southeast Asian market for a Chinese e-commerce platform, mainly following the market research standards and norms of the Southeast Asian Market Research Association (ESOMAR) to ensure the legitimacy, morality, reliability and effectiveness of market research. On the other hand, Shangpu Consulting has also provided market research services for a European cosmetics manufacturer in the Chinese market, mainly referring to the market research evaluation and feedback system of the China Market Research Association (CMRA) to ensure the quality of market research And the continuous improvement and improvement of the effect.

IIInternational Market Research Case of Champ Consulting

Shangpu Consulting has rich experience and achievements in international market research. The following are some international market research cases of Shangpu Consulting for reference:

Shangpu Consulting provides market research services for an American smart home manufacturer in the Chinese market. The main contents include: smart home consumption demand, smart home consumption behavior, smart home consumption trend, smart home consumption structure, smart home consumption distribution, etc. in the Chinese market, as well as smart home competition pattern, smart home laws and regulations, smart home policy support, etc. Shangpu Consulting adopts a hybrid market research method, combined with qualitative research and quantitative research, through in-depth interviews, questionnaires, data mining and other methods, to collect and analyze data and information related to smart homes in the Chinese market to help the smart Home manufacturers formulate market entry strategies and marketing strategies in the Chinese market.

Shangpu Consulting provides market research services for a Japanese clothing brand in the European market. The main contents include: segmentation and differentiation of clothing consumer demand in the European market, clothing consumer preferences, satisfaction, loyalty, etc., and The product, price, channel, promotion and other marketing mix strategies of clothing competitors in the European market. Shangpu Consulting adopts professional market research methods, using statistical analysis, mathematical modeling, predictive analysis and other techniques to measure and analyze clothing-related data and information in the European market to help the clothing brand formulate product innovation strategies and marketing strategies in the European market.

Shangpu Consulting provides market research services for a German wind power equipment manufacturer in the South American market. The main contents include: wind power demand, wind power potential, wind power cost, wind power benefit, etc. in the South American market, as well as wind power policies, regulations, subsidies, taxes, etc. in the South American market. Shangpu Consulting adopts customized market research methods, designs and implements targeted market research programs according to the characteristics and conditions of wind power generation in different countries and regions, and collects and analyzes data and information related to wind power generation in the South American market. to help the wind power equipment manufacturer formulate market development strategy and market competition strategy in the South American market.

Conclusion

Market research is the basis and prerequisite for strategic decision-making, market development, product innovation, competitive analysis and other important activities. In the context of globalization, companies need to understand the market characteristics of different countries and regions, consumer needs, competitive environment, laws and regulations, etc., in order to develop marketing strategies and programs suitable for each market. This paper takes Shangpu Consulting as an example to introduce its experience and methods in international market research, as well as market research practices and cases in different countries and regions. The purpose of this paper is to provide domestic enterprises with international comparison and reference of market research in order to improve the quality and effect of market research. This paper holds that the international comparison and reference of market research should be carried out from three aspects: the purpose and scope of market research, the method and technology of market research, and the quality and effect of market research, so as to make full use of the experience and resources of international market research, and at the same time consider the reality and characteristics of domestic market research, and form market research programs and reports that meet their own needs and conditions.