The Purpose and Significance of Market Research

The purpose of market research is to provide information for the decision-making problems of enterprises and the solution of related marketing problems, as follows:

Comprehensively understand the opportunities and challenges brought by the industry's policy, economy, technology and cultural characteristics, understand the market capacity, potential and future development trend of the industry, and provide information basis for enterprise decision-making.

Comprehensively understand the sales status of this product and the main competitive products, the changing trend of consumer behavior and psychological characteristics, and provide information basis for the market segmentation, product transformation and new product development of the enterprise.

A comprehensive understanding of this product and the main competitive products advertising, promotion, public relations, pricing and other marketing strategies, to provide support for the company's marketing strategy reasonable formulation.

Comprehensively understand the popularity, penetration rate, reputation and loyalty of corporate brands among consumers; understand the changing trends of consumer consumption at different levels, and provide a scientific basis for adjusting brand marketing strategies and brand extension.

A comprehensive understanding of the consumer's information acceptance model, the ratings of relevant media, and the ratings of major programs will provide information support for the improvement of the company's publicity strategy, the effective dissemination of product information, and the establishment of corporate image.

Comprehensively understand the operating status of product agents, wholesalers and retailers in the target area, find out the sales network status, sales policy, sales management status and market price structure of this product, and lay the foundation for establishing cooperative channels and sales policies and strengthening marketing management.

The significance of market research is that it can help companies adapt to market changes, grasp market trends, meet market needs, improve market efficiency, enhance market competitiveness, and achieve market goals. Market research is the first step for enterprises to carry out marketing activities. In the summary and analysis of the information obtained from the research and the analysis of the market situation through the data of market research, it plays a role of data support in the process of formulating marketing strategies. It can also find a suitable development direction for enterprises in dynamic changes, avoid risks and avoid detours, so as to improve their own strength and enable enterprises to better carry out marketing activities.

methods of market research

The methods of market research are divided into two categories: quantitative research and qualitative research. Quantitative research refers to the analysis of a large amount of data through mathematical statistics to draw representative and credible conclusions, such as questionnaires, experimental studies, mathematical models and so on. Qualitative research refers to the analysis of a small amount of data through non-mathematical statistical methods to draw conclusions with depth and connotation, such as interview studies, observational studies, and case studies. The method of market research should be selected according to the purpose, object, content, scope, time, cost and other factors of the research, in general, quantitative research is suitable for descriptive and confirmatory research, qualitative research is suitable for exploratory and explanatory research.

Market research methods can also be classified according to the field of study and industry attributes, such as channel research or retail research, media and advertising research, product research, price research, business and industrial research, minority and special group research, public opinion surveys, and desktop(Case)research, etc. The method of market research should be selected according to the characteristics and requirements of the research. Generally speaking, channel research or retail research mainly adopts methods such as questionnaire survey, interview research and observation research, media and advertising research mainly adopts methods such as questionnaire survey, experimental research and mathematical model, and product research mainly adopts methods such as questionnaire survey, experimental research and case study, price research mainly adopts the methods of questionnaire survey, experimental research and mathematical model, commercial and industrial research mainly adopts the methods of interview research, observation research and case study, the research of ethnic minorities and special groups mainly adopts the methods of interview research, observation research and case study, public opinion survey mainly adopts the methods of questionnaire survey, interview research and mathematical model, desktop(Case)The research mainly adopts the methods of literature research, network research and mathematical model.

The method of market research can also be classified according to the data source of the research, such as first-hand data and second-hand data. First-hand data refers to the data collected directly from the market by market researchers, such as questionnaires, interview studies, experimental studies, etc. Secondary data is data obtained indirectly by market researchers from other sources, such as literature research, web research, desktop(Case)The data obtained by the study. The data source of market research should be selected according to the feasibility, effectiveness, timeliness and economy of the research. Generally speaking, first-hand data has higher pertinence, accuracy and timeliness, but it also needs more time, manpower and capital. Second-hand data has higher availability, extensiveness and convenience, but there may also be problems of outdated, incomplete or inaccurate.

The method of market research should be used flexibly according to the specific situation of the research. Generally speaking, the method of market research can be divided into the following steps:

Determine research objectives: clarify the theme, scope, content and issues of market research, as well as the expected results and value.

Design the research plan: select the appropriate research methods, data sources, data collection tools, data analysis tools and research samples, and formulate the research schedule and budget.

Data collection: According to the research plan, through questionnaires, interviews, observations, experiments, etc., from first-hand or second-hand channels to obtain effective data.

Analysis of data: according to the research program, the use of mathematical statistics, logical reasoning, case comparison and other methods, the collection of data for collation, induction, classification, calculation, inspection and interpretation, to draw meaningful conclusions.

Report writing: According to the research objectives, the research process, methods, results and recommendations are written into a complete report in a clear, concise, logical and standardized way.

Suggestions: According to the conclusion of the study, for the decision-making and strategy of enterprises, put forward feasible, effective and innovative suggestions.

How to use market research to enhance the competitiveness of enterprises

Enterprise competitiveness refers to the advantages and strength of an enterprise relative to its competitors in the market competition, which reflects its market position and development potential. The components of enterprise competitiveness include product competitiveness, brand competitiveness, innovation competitiveness, cost competitiveness, channel competitiveness, service competitiveness, human resource competitiveness, organizational competitiveness, social responsibility competitiveness and so on. Market research can help enterprises to enhance the competitiveness of all aspects, the specific performance is:

Use market research to identify market opportunities and threats: Market research can help companies understand market needs, changes, trends and forecasts, so as to identify market opportunities and threats, and provide direction and basis for corporate decisions and strategies. For example, market research can help companies identify opportunities such as potential market segments, emerging market needs, unmet market gaps, and favorable market environments, as well as threats such as competitor dynamics, consumer preferences, legal restrictions, and the impact of crises. Through market research, companies can seize market opportunities in a timely manner, expand market share, increase market revenue, and respond to market threats in a timely manner, reduce market risks, and reduce market losses.

Use market research to optimize products and services: market research can help companies understand the performance, quality, function, design, packaging, price and other aspects of products and services, as well as consumer demand, satisfaction, loyalty, complaints and other aspects of feedback, so as to provide reference and suggestions for the improvement and innovation of products and services. For example, market research can help companies discover the advantages and disadvantages of products and services, consumer preferences and dissatisfaction, competitors' advantages and disadvantages, market standards and expectations and other information, so as to help companies optimize the quality, function, appearance, price and other factors of products and services, and improve the attractiveness, satisfaction, loyalty and reputation of products and services.

Use market research to improve brand awareness and loyalty: Market research can help companies understand the image, reputation, value, positioning and other aspects of the brand, as well as the impact of consumer cognition, attitude, emotion, behavior and other aspects, so as to provide the basis and guidance for the construction and management of the brand. For example, market research can help companies discover brand characteristics and advantages, consumer needs and expectations, competitors' strategies and effects, media channels and efficiency and other factors, so as to help companies formulate appropriate brand strategies, such as brand positioning, brand communication, brand extension, brand alliance, etc., to improve brand awareness, loyalty, reputation and influence.

Use market research to enhance innovation capabilities and differentiation advantages: Market research can help companies understand market changes and needs, as well as the development and application of technology, thereby providing motivation and inspiration for corporate innovation and differentiation. For example, market research can help companies discover new market demands, new trends, new opportunities, new challenges, etc., and can also help companies discover new technological discoveries, new breakthroughs, new applications, new fields, etc., thereby stimulating the company's awareness of innovation and Innovation ability, promote enterprise product innovation, service innovation, process innovation, model innovation, etc., form enterprise innovation advantages and differentiation advantages, and improve enterprise core competitiveness.

Use market research to improve efficiency and profitability: Market research can help companies understand the market supply and demand situation, as well as cost, price, profit and other factors, so as to provide support and guidance for the improvement of efficiency and profitability of enterprises. For example, market research can help companies discover market demand, growth rate, flexibility, sensitivity, etc., and can also help companies discover cost composition, changes, and control, so as to help companies formulate reasonable production plans, inventory management, and pricing strategies., Cost control, etc., improve the company's production efficiency, sales efficiency, capital turnover rate, etc., and increase the company's sales revenue, profit margin, and return on investment.

Market Research Practice of Shangpu Consulting Group

Shangpu Consulting Group is a company specializing in market research and consulting services.2008Headquartered in Beijing, it has branches and partners all over the country to provide a full range of market research and consulting services for customers in all walks of life. The market research services of Champu Consulting Group cover all areas and methods of market research, including:

Market analysis: Through the analysis of the market size, structure, characteristics, trends, forecasts, etc., to provide customers with market overview and development direction.

Competitive analysis: Through the analysis of competitors' strategies, products, prices, channels, advertising, brands, etc., to provide customers with competitive status and advantages.

Consumer analysis: through the analysis of consumer demand, preference, satisfaction, loyalty, behavior, psychology and other aspects, to provide customers with consumer characteristics and influencing factors.

Product analysis: Through the analysis of product performance, quality, function, design, packaging, price, etc., to provide customers with product advantages and disadvantages.

Brand analysis: through the brand image, reputation, value, positioning and other aspects of the analysis, to provide customers with brand characteristics and advantages.

Advertising analysis: Through the analysis of the content, form, effect and delivery of advertisements, we provide customers with advertising strategies and effects.

Channel analysis: through the analysis of the type, structure, scale, management, efficiency and other aspects of the channel, to provide customers with the status and improvement of the channel.

Service analysis: through the analysis of the content, quality, mode, effect and other aspects of the service, to provide customers with the level of service and improvement.

The market research service of Shangpu Consulting Group not only provides objective, accurate, comprehensive and in-depth market information, but also provides targeted, effective and innovative market suggestions to help customers solve market problems, enhance market competitiveness, and achieve market goals. The market research services of Champu Consulting Group have been recognized and trusted by many customers, including:

An internationally renowned automobile manufacturer, through the market research services of Shangpu Consulting Group, learned about the demand, competition, and policies of the Chinese market, and successfully entered the Chinese market and achieved rapid growth.

A leading domestic e-commerce platform, through the market research services of Shangpu Consulting Group, understands consumers' shopping behavior, preferences, satisfaction, etc., optimizes products and services, and improves user retention and transformation.

An emerging Internet finance company, through the market research services of Shangpu Consulting Group, learned about the market potential, risks, norms, etc., innovated its business model, and increased its market share and profitability.

Conclusion

Market research is a method of collecting, analyzing and interpreting market information, which can help enterprises understand the market situation and provide basis and guidance for decision-making and strategy. The method of market research should be based on the purpose, object, content, scope, time, cost and other factors of the comprehensive choice, generally divided into quantitative research and qualitative research two categories, can also be classified according to the field of research, industry, data sources and so on. Market research can help companies enhance their competitiveness in all aspects, such as identifying market opportunities and threats, optimizing products and services, increasing brand awareness and loyalty, enhancing innovation and differentiation advantages, and improving efficiency and profitability. Shangpu Consulting Group is a company specializing in market research and consulting services, providing customers in all walks of life with a full range of market research and consulting services to help customers solve market problems, enhance market competitiveness, and achieve market goals.