Market research companies play an important role in supporting and guiding the strategic planning and decision-making of customer enterprises, mainly in the following aspects:

Market research companies can help customers understand the characteristics of market segmentation, consumer buying behavior and attitudes, so as to provide accurate guidance for product development and marketing strategies.

Market research companies can help customers identify market opportunities, open up new markets, or optimize the competitiveness of existing markets, so as to provide impetus for the development of enterprises.

Market research companies can help customers to carry out accurate market positioning, better meet the needs of customers, enhance brand influence and loyalty, so as to provide protection for the long-term interests of enterprises.

Market research companies can help customers to establish and improve the marketing information system, improve the business efficiency and management level, so as to provide support for the continuous improvement of enterprises.

Taking Shangpu Consulting Group as an example, this paper introduces the main service contents and methods of the market research company, as well as the specific cases of the support and guidance of the market research company to the strategic planning and decision-making of the client enterprise, aiming to show the core ability and value of the market research company.

Main services and methods of market research companies

The main services of market research companies include market analysis, market forecasting, market strategy, market planning, etc., as follows:

Market analysis: Market analysis refers to the systematic analysis of the current situation and development trend of the market, including market size, market structure, market demand, market supply, market competition, market environment, etc., in order to provide customers with valuable market information and insight. The main methods of market analysis are:PESTanalysis,SWOTAnalysis, Porter's Five Forces Analysis, Market Segmentation Analysis, Consumer Behavior Analysis, Competitor Analysis, etc.

Market forecast: Market forecast refers to the future development of the market scientific forecast, including market demand forecast, market supply forecast, market price forecast, market share forecast, etc., in order to provide customers with useful market expectations and recommendations. The main methods of market prediction are: trend extrapolation, regression analysis, factor analysis, Markov chain method, gray prediction method, expert consultation method and so on.

Market strategy: Market strategy refers to the development of marketing strategies suitable for customers according to the results of market analysis and forecasting, including product strategy, price strategy, distribution strategy, promotion strategy, etc., in order to provide customers with effective market action plan. The main methods of market strategy are: market positioning method, product life cycle method, product combination method, price elasticity method, channel selection method, promotion combination method and so on.

Market planning: Market planning refers to the formulation of specific marketing plans for customers according to the requirements of market strategy, including market objectives, market strategy, market budget, market execution, market evaluation, etc., in order to provide customers with a complete marketing plan. The main methods of market planning are:SMARTthe principle,PDCAcycle, balanced scorecard, risk management, etc.

Specific cases of market research companies supporting and guiding the strategic planning and decision-making of customer enterprises

Shangpu Consulting Group is a professional market research company, providing customers with a full range of market research services to help customers make strategic planning and decision-making. The following are specific examples of support and guidance for strategic planning and decision-making by Champ Consulting Group for client companies:

Case 1: Provide market analysis and market strategy services for a well-known domestic appliance manufacturer. The company mainly produces and sells home appliances such as air conditioners, refrigerators, washing machines, etc. It is facing problems such as saturation of market demand, fierce competitors, and serious product homogeneity. It hopes to find new market opportunities and competitive advantages through market research. Shangpu Consulting Group conducted a comprehensive market analysis for the company, including market size, market structure, market demand, market supply, market competition, market environment, etc., and found the following market opportunities and competitive advantages:

Market opportunity 1: For the high-end market, develop smart home appliances to meet consumers' high requirements for quality, function and experience. According to market analysis, the demand in the high-end market is growing rapidly, and consumers' awareness and acceptance of smart home appliances are getting higher and higher. At present, the smart home appliances on the market are not mature and diverse enough, and there is a large market space and potential.

Market Opportunity 2: For the low-end market, develop energy-saving and environmentally friendly home appliances to meet consumers' needs for price, performance, and energy saving. According to market analysis, the demand of the low-end market is still stable, and consumers are paying more and more attention to energy-saving and environmentally friendly home appliances. However, the current energy-saving and environmentally friendly home appliances on the market are not popular and optimized enough, and there is a large Market space and potential.

Market Opportunity 3: Develop customized home appliances for specific markets to meet consumers' personalized and differentiated needs. According to market analysis, the needs of specific markets have their own characteristics and needs, and consumers' preferences and expectations for customized home appliances are getting higher and higher. However, the customized home appliances on the market are not rich and innovative enough, and there is a large market space and potential.

Competitive advantage one: use its own technical advantages to improve product quality, function, performance, safety, etc., and enhance the core competitiveness of products. According to market analysis, technology is an important competitive factor for home appliances. Consumers have higher requirements for product quality, function, performance, and safety. The company has a strong R & D team and advanced production equipment. Strong technical advantages.

Competitive advantage two: the use of their own brand advantages, improve product visibility, reputation, loyalty, etc., enhance the brand competitiveness of products. According to market analysis, brand is an important competitive factor for home appliances. Consumers have higher requirements for product visibility, reputation, and loyalty, and the company has a higher market share and a better reputation. Strong brand advantage.

Competitive advantage three: the use of their own channel advantages, improve the distribution efficiency of products, coverage, service quality, etc., enhance the channel competitiveness of products. According to market analysis, channels are an important competitive factor for home appliances. Consumers have higher requirements for product distribution efficiency, coverage, and service quality. The company has a wider sales network and better after-sales service. Has a strong channel advantage.

Based on the above market opportunities and competitive advantages, Shangpu Consulting Group has formulated the following market strategies for the enterprise:

Product strategy: Adopt differentiated product strategy, develop different product lines for different market segments to meet different consumer needs. Specifically, for the high-end market, develop smart home appliance product lines to provide high quality, high-function, and high-experience products; for the low-end market, develop energy-saving and environmentally friendly home appliance product lines to provide low-price, high-performance, and high-energy-saving products; For specific markets, develop customized home appliance product lines to provide personalized and differentiated products.

Price strategy: The price strategy of tiered pricing is adopted, and different price levels are set according to different product lines and market segments, reflecting different product values and consumers' willingness to pay. Specifically, for the high-end market, the high-price strategy is adopted to reflect the high quality, high function and high experience of the product, and attract high-income and high-demand consumers; for the low-end market, the low-price strategy is adopted to reflect the low price, high performance and high energy saving of the product, and attract low-income and low-demand consumers; for specific markets, the pricing strategy is adopted to formulate reasonable prices according to the personalized and differentiated needs of consumers.

Distribution strategy: the use of multi-channel distribution strategy, the use of different distribution channels, improve product distribution efficiency, coverage, service quality. Specifically, use traditional offline channels, such as specialty stores, chain stores, distributors, etc., to provide product display, trial, sales, installation, maintenance and other services; use modern online channels, such as official websites, e-commerce platforms, Social media, etc., provide product introduction, evaluation, purchase, distribution, consulting and other services; use innovative online and offline channels, such as experience stores, smart stores,O2OMode, etc., to provide product experience, interaction, customization, rapid response and other services.

Promotion strategy: the use of comprehensive promotion promotion strategy, the use of different promotional tools to improve product visibility, credibility, loyalty. Specifically, use advertising promotion, such as TV advertising, online advertising, outdoor advertising, etc., to improve product exposure and awareness; use public relations promotion, such as news release, word-of-mouth marketing, social responsibility, etc., to improve product credibility and reputation; use sales promotion, such as discounts, gifts, coupons, etc., to increase product sales and market share; use direct promotion, such as telemarketing, email marketing, SMS marketing, etc., to improve the conversion rate and loyalty of products.

Case 2: Provide market forecasting and market planning services for an internationally renowned automobile manufacturer. The company mainly produces and sells cars,SUV、MPVSuch as automotive products, facing changes in market demand, challenges from competitors, pressure of product innovation and other issues, hope to develop future market goals and plans through market research. Shangpu Consulting Group conducted a comprehensive market forecast for the enterprise, including market demand forecast, market supply forecast, market price forecast, market share forecast, etc., and obtained the following market forecast results:

Market demand forecasting: Based on trend extrapolation, regression analysis, factor analysis and other methods, the market demand for the next five years is forecasted, and the following characteristics and trends of market demand are found:

The total market demand shows a steady growth trend, and the average annual growth rate is expected to be5%。

The market demand structure is showing a trend of diversification and personalization. It is expected that the market demand in the next five years will be more segmented and differentiated. Consumers have higher requirements and more requirements for the brand, model, function, design, service, etc. Choice. - The market demand momentum is showing a trend of change and innovation. It is expected that the market demand in the next five years will pay more attention to the energy saving, environmental protection, intelligence, safety and other aspects of automobiles. Consumers have greater interest and higher expectations for new energy vehicles, smart cars, and self-driving cars.

Market supply forecast: According to the methods of trend extrapolation, regression analysis, Markov chain method, etc., the market supply in the next five years is predicted, and the following characteristics and trends of market supply are found:

The total market supply shows a moderate growth trend, and the average annual growth rate is expected to be3%。

The market supply structure shows a trend of optimization and upgrading. It is expected that the market supply in the next five years will pay more attention to product quality, performance, innovation, service and other aspects to improve the added value and competitiveness of products.

The market supply power is showing a trend of change and challenge. It is expected that the market supply in the next five years will be more affected by factors such as technology, policy, environment, and competition. It is necessary to continuously carry out technological innovation, product innovation, and model innovation to adapt to market changes. And demand.

Market price prediction: According to the methods of trend extrapolation, regression analysis and gray prediction, the market price level in the next five years is predicted, and the following characteristics and trends of market prices are found:

Market prices are generally stable and are not expected to fluctuate much over the next five years.

Market price stratification shows a trend of differentiation. It is expected that the market price in the next five years will show different price levels according to different product lines and market segments, reflecting different product values and consumers' willingness to pay.

The impact of market prices is becoming more complex, and it is expected that market prices in the next five years will be influenced by a variety of factors such as cost, demand, supply, competition and policy, and will need to be constantly adjusted and optimized to adapt to market changes and demand.

Market share forecast: Based on trend extrapolation, regression analysis, expert consultation and other methods, the market share distribution for the next five years was predicted, and the following market share characteristics and trends were found:

The market share is generally competitive, and it is expected that the market share in the next five years will be more dispersed and diversified, with no obvious market leader and strong.

Market share stratification shows a trend of differentiation. It is expected that the market share in the next five years will show different market share distributions according to different product lines and market segments, reflecting different product competitiveness and consumer preferences.

The impact of market share shows a dynamic trend. It is expected that the market share in the next five years will be affected by various factors such as products, prices, distribution, and promotions. It is necessary to continuously adjust and optimize the market to adapt to market changes and needs.

Based on the results of the above market forecast, Shangpu Consulting Group has formulated the following market plan for the enterprise:

Market Target: AccordingSMARTPrinciples that set specific market objectives, including:

In the next five years, the average annual growth rate of market demand will reach7%higher than the market average.

In the next five years, the average annual growth rate of market supply will reach5%It is in line with the market average.

In the next five years, the market price level will be stable and equal to the market average.

In the next five years, to achieve market share increase, from the current15%Raise20%Become one of the market leaders.

Market strategy: Based on the results of market analysis and forecasting, a marketing strategy suitable for its objectives and resources is developed, including:

Product strategy: adopt innovative product strategy, develop different product lines for different market segments to meet different consumer needs. Specifically, for the high-end market, develop new energy vehicle product lines to provide energy-saving, environmentally friendly, intelligent and safe products; for the mid-end market, develop smart car product lines to provide products with functions, design, experience, and services; for the low-end Market, develop a product line for self-driving cars to provide convenient, comfortable and economical products.

Price strategy: The price strategy of value pricing is adopted, and different price levels are set according to different product lines and market segments, reflecting different product values and consumers' willingness to pay. Specifically, for the high-end market, adopt a high-price strategy to reflect the energy saving, environmental protection, intelligence, and safety of the product, and attract high-income and high-demand consumers; for the mid-market, adopt a mid-price strategy to reflect the function, design, and experience of the product, Service to attract consumers with middle income and middle requirements; for the low-end market, adopt a low-price strategy to reflect the convenience, comfort and economy of the product, attract low-income, low-demand consumers.

Distribution strategy: the use of integrated distribution strategy, the use of different distribution channels, improve product distribution efficiency, coverage, service quality. Specifically, use traditional offline channels, such as specialty stores, chain stores, distributors, etc., to provide product display, trial, sales, installation, maintenance and other services; use modern online channels, such as official websites, e-commerce platforms, Social media, etc., provide product introduction, evaluation, purchase, distribution, consulting and other services; use innovative online and offline channels, such as experience stores, smart stores,O2OMode, etc., to provide product experience, interaction, customization, rapid response and other services.

Promotion strategy: the use of interactive promotion strategy, the use of different promotional tools to improve product visibility, credibility, loyalty. Specifically, use advertising promotion, such as TV advertising, online advertising, outdoor advertising, etc., to improve product exposure and awareness; use public relations promotion, such as news release, word-of-mouth marketing, social responsibility, etc., to improve product credibility and reputation; use sales promotion, such as discounts, gifts, coupons, etc., to increase product sales and market share; use direct promotion, such as telemarketing, email marketing, SMS marketing, etc., to improve the conversion rate and loyalty of products; use interactive promotion, such as event marketing, experience marketing, social marketing, etc., to improve the interaction and experience of products.

Market budget: accordingPDCAcycle, a reasonable market budget has been developed, including:

Planning stage: according to the market objectives and strategies, allocate marketing resources and costs, develop a good marketing budget table, clear marketing input and output ratio and duration.

Implementation stage: According to the market budget, implement marketing activities, control the cost and effect of marketing, record the process and results of marketing, and ensure the quality and efficiency of marketing.

Inspection stage: according to the market budget, check the actual and expected differences in marketing, analyze the advantages and disadvantages of marketing, evaluate the effectiveness and benefits of marketing, and summarize the experience and lessons of marketing.

Improvement stage: according to the market budget, improve the shortcomings and problems of marketing, adjust the marketing strategy and plan, optimize the resources and cost of marketing, and improve the performance and effect of marketing.

Market execution: According to the balanced scorecard, effective market execution is developed, including:

Financial perspective: according to the market budget, the implementation of good marketing income and expenditure, to achieve good marketing profit and growth, to achieve good marketing financial objectives.

Customer perspective: according to the market strategy, the implementation of good marketing satisfaction and loyalty, to achieve good marketing attraction and retention, to achieve good marketing customer goals.

Internal perspective: according to the market planning, the implementation of good marketing process and quality, to achieve good marketing efficiency and effectiveness, to achieve good marketing internal objectives.

Learning perspective: according to the market assessment, implement the innovation and improvement of good marketing, realize the reform and development of good marketing, and achieve the learning goal of good marketing.

Market Assessment: Based on risk management, a comprehensive market assessment has been developed, including:

Risk identification: Based on market analysis and forecasting, identify the potential risks of marketing, including market risk, technical risk, policy risk, competitive risk, etc., and assess the possibility and impact of marketing risk.

Risk aversion: according to market objectives and strategies, avoid unnecessary risks of good marketing, including risk avoidance, risk reduction, risk transfer, risk diversification, etc., to reduce the incidence of good marketing risk and the degree of loss.

Risk response: according to market planning and execution, deal with the inevitable risks of marketing, including risk prevention, risk control, risk resolution, recovery risk, etc., to improve the ability to respond to and recover from the risks of good marketing.

Conclusion

Market research is a kind of in order to form a specific marketing decision, the use of scientific methods, with an objective attitude to marketing-related issues required information, systematic collection, recording, sorting and analysis, in order to understand the current situation of market activities and future development trends of a series of activities. Market research company is a professional company specializing in market research and satisfaction survey, mainly providing customers with market analysis, market forecast, market strategy, market planning and other services. Market research companies play an important role in supporting and guiding the strategic planning and decision-making of customer enterprises, mainly in the following aspects:

Market research companies can help customers understand the characteristics of market segmentation, consumer buying behavior and attitudes, so as to provide accurate guidance for product development and marketing strategies.

Market research companies can help customers identify market opportunities, open up new markets, or optimize the competitiveness of existing markets, so as to provide impetus for the development of enterprises.

Market research companies can help customers to carry out accurate market positioning, better meet the needs of customers, enhance brand influence and loyalty, so as to provide protection for the long-term interests of enterprises.

Market research companies can help customers to establish and improve the marketing information system, improve the business efficiency and management level, so as to provide support for the continuous improvement of enterprises.

Taking Shangpu Consulting Group as an example, this paper introduces the main service contents and methods of the market research company, as well as the specific cases of the support and guidance of the market research company to the strategic planning and decision-making of the client enterprise, aiming to show the core ability and value of the market research company.