International Development Status and Trends of 1. Market Research Industry

The market research industry is a professional industry that provides market information, analysis and consulting services, and its main customers are various enterprises, government departments and social organizations. The development of the market research industry is influenced by the economic environment, technological change, customer demand and other factors, with the following characteristics:

（1) The scale is expanding and the regional distribution is uneven. AccordingESOMAR1The statistics,2019Revenue from the global market research industry reached497Billion US dollars, year-on-year growth6.4%, of which North America has the highest share, reaching44.2%, followed by Europe (28.5%), Asia Pacific (20.7%), Latin America (4.3%) and Middle East Africa (2.3%）。2020Global market research industry revenue declined in 2010 due to the impact of the new crown epidemic6.5%,464billion, with North America falling5.8%Europe is falling.8.4%Decline in Asia Pacific5.7%Decline in Latin America10.9%Decline in Middle East and Africa8.3%. Expected2021The global market research industry will resume growth as the outbreak eases and the economy recovers.

（2) The structure is continuously optimized and the service content is more diversified. With the diversification and personalization of customer needs, the market research industry continues to introduce new service contents and forms to meet the information needs of different fields and levels. AccordingESOMAR1The statistics,2019The service content of the global market research industry in 2010 mainly includes quantitative research (accounting64%), Qualitative Research (Proportion18%), data analysis (percentage10%), Consulting Services (%4%) and other services (as a percentage4%). Among them, quantitative research mainly involves consumer satisfaction, brand image, product testing, advertising effect, etc.; qualitative research mainly involves consumer insight, creative development, user experience, etc.; data analysis mainly involves big data, artificial intelligence, machine learning And other aspects; consulting services mainly involve strategic planning, innovation management, competitive intelligence, etc.

（3) Technology continues to innovate and methods become more intelligent. With the development and application of new technologies such as the Internet, mobile communications, social media, and the Internet of Things, the market research industry is constantly using new technologies to improve the efficiency and quality of data collection, processing and analysis. AccordingESOMAR1The statistics,2019The data collection methods of the global market research industry in 2012 mainly include online surveys (as a percentage57%), face-to-face interviews (as a percentage12%), telephone interviews (as a percentage9%), Mail surveys (as a percentage2%) and other ways (accounting20%). Among them, other ways mainly include social media, mobile, sensors, artificial intelligence and other emerging ways. These emerging ways can provide more behavioral data, emotional data and scenario data, making market research more realistic, in-depth and comprehensive.

Domestic development status and trend of 2. market research industry

Market research industry is an emerging service industry that has gradually emerged after China's reform and opening up. After more than 30 years of development, it has formed a certain scale and level, but compared with the international level, there is still a large gap and room for improvement. The development of the market research industry has the following characteristics:

（1) The scale continues to grow and competition is becoming increasingly fierce. according to statistics from china's ministry of commerce,2019Revenue from China's market research industry reached120.6Billion yuan, year-on-year growth11.8%, of which the proportion of international companies is about.60%, the proportion of domestic local companies is about.40%。2020Revenue in China's market research industry declined as a result of the new crown epidemic in4.2%,115.6billion, of which international companies declined5.6%Domestic companies are declining.2.4%. At present, the competition pattern of China's market research industry shows the coexistence of international companies and domestic local companies.

（2) The structure is gradually improved and the service field is continuously expanded. With the rapid development and transformation and upgrading of China's economy and society, the market research industry is constantly adapting to market changes and customer needs, providing more specialized and differentiated service content and forms. according to statistics from china's ministry of commerce,2019The service content of China's market research industry mainly includes consumer goods (accounting35%), business services (as a percentage25%), medical and health categories (accounting15%), industrial manufacturing (as a percentage10%) and other classes (accounting15%). Among them, consumer goods mainly involve fast-moving consumer goods, automobiles, home appliances and other fields; commercial services mainly involve finance, telecommunications, retail and other fields; medicine and health mainly involve medicine, medical equipment, health products and other fields; industrial manufacturing mainly involves machinery, Chemical industry, energy and other fields; other categories mainly involve education, culture, public welfare and other fields.

（3) Technology continues to advance and methods become more diverse. With the Internet+With the wide application of new technologies such as big data and artificial intelligence, the market research industry is constantly exploring and applying new technologies and methods for data collection, processing and analysis to improve the effectiveness and value of market research. according to statistics from china's ministry of commerce,2019The data collection methods of the Chinese market research industry in 2010 mainly include online surveys (accounting55%), face-to-face interviews (as a percentage20%), telephone interviews (as a percentage10%), Mail surveys (as a percentage1%) and other ways (accounting14%). Among them, other ways mainly include social media, mobile, sensors, artificial intelligence and other emerging ways. These emerging ways can provide more behavioral data, emotional data and scenario data, making market research more realistic, in-depth and comprehensive.

Cooperation models and cases between 3. market research companies

The cooperation between market research companies is a kind of resource sharing and value creation activities to achieve common goals. Its main motivation is to improve the quality, efficiency and coverage of market research to meet the different needs of customers. There are several modes of cooperation between market research companies:

（1) Alliance cooperation. Alliance cooperation refers to the cooperation mode of information exchange, project cooperation and resource sharing through signing agreements or establishing platforms between market research companies. Alliance cooperation can help market research companies expand their business scope, improve service quality, reduce costs, and enhance competitiveness. For example, Nelson with Kanter in2017A year was set up calledConnected Partner ProgramThe alliance platform aims to provide customers with more comprehensive and in-depth market insights by integrating their respective data and technologies.

（2) M & A cooperation. M & A cooperation refers to the cooperation mode between market research companies to achieve capital integration, business expansion, scale effect and other purposes through acquisition or acquisition. Mergers and acquisitions cooperation can help market research companies increase market share, expand new areas, optimize structure, enhance brand and so on. For example, Ipsos in2019Acquired the world's largest neuromarketing company inNeuroFocusIt aims to provide customers with more scientific and effective analysis of consumer behavior through the use of neuroscience technology.

（3) Strategic cooperation. Strategic cooperation refers to the cooperation mode between market research companies to achieve complementary advantages and common development through the establishment of long-term and stable strategic partnership. Strategic cooperation can help market research companies to improve innovation, increase customer loyalty, resist risks, and achieve sustainable development. For example, the Zero Point survey was compared with iResearch Consulting in2018A strategic cooperation agreement was signed in 2010, aiming to integrate the two sides in the Internet.+Professional advantages in the field, to provide customers with more accurate and comprehensive digital solutions.

4. conclusions and recommendations

The market research industry is a professional service industry that provides enterprises with market information and decision-making basis, with the development of the digital economy and the outbreak of data, the market research industry is facing new opportunities and challenges. From the international and domestic levels, this paper analyzes the development status, trends and problems of market research companies, and discusses the cooperation models and cases between market research companies, with a view to providing some reference and enlightenment for market research companies. On this basis, this paper puts forward the following suggestions:

（1) Strengthen technological innovation and improve data intelligence. Market research companies should make full use of new technologies such as the Internet, big data, and artificial intelligence to improve the efficiency and quality of data collection, processing and analysis, and provide customers with more real, in-depth and comprehensive market insights. At the same time, market research companies should pay attention to the security, compliance and ethics of technology, protect the privacy and security of data, and avoid the abuse and misuse of data.

（22) Expand the service content to meet the diversified needs of customers. Market research companies should provide more specialized and differentiated service content and forms according to the different needs of customers, covering different fields and levels of information needs. At the same time, market research companies should pay attention to the value orientation and result orientation of services, and provide customers with more targeted and operable market suggestions and solutions.

（3) Carry out cooperation and exchange to realize resource sharing and value creation. Market research companies should choose appropriate cooperation models and partners according to their own advantages and characteristics to achieve information exchange, project cooperation, resource sharing and other purposes. At the same time, market research companies should pay attention to the equality, mutual benefit and sustainability of cooperation, protect the interests and rights of partners, and maintain the trust and relationship of partners.