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一、市场调研行业的国际发展现状和趋势
市场调研行业是一种提供市场信息、分析和咨询服务的专业行业,其主要客户为各类企业、政府部门和社会组织。市场调研行业的发展受到经济环境、技术变革、客户需求等多方面因素的影响,具有以下几个特点:
(1)规模不断扩大,区域分布不均衡。根据ESOMAR1的统计,2019年全球市场调研行业的营收达到497Billion US dollars, year-on-year growth6.4%,其中北美占比最高,达到44.2%,其次为欧洲(28.5%)、亚太(20.7%)、拉丁美洲(4.3%)和中东非洲(2.3%)。2020年受新冠疫情的影响,全球市场调研行业营收下降6.5%,至464亿美元,其中北美下降5.8%,欧洲下降8.4%,亚太下降5.7%,拉丁美洲下降10.9%,中东非洲下降8.3%. Expected2021年随着疫情缓解和经济复苏,全球市场调研行业将恢复增长。
(2)结构不断优化,服务内容更加多元化。随着客户需求的多样化和个性化,市场调研行业不断推出新的服务内容和形式,以满足不同领域和层次的信息需求。根据ESOMAR1的统计,2019年全球市场调研行业的服务内容主要包括定量研究(占比64%)、定性研究(占比18%)、数据分析(占比10%)、咨询服务(占比4%)和其他服务(占比4%)。其中,定量研究主要涉及消费者满意度、品牌形象、产品测试、广告效果等方面;定性研究主要涉及消费者洞察、创意开发、用户体验等方面;数据分析主要涉及大数据、人工智能、机器学习等方面;咨询服务主要涉及战略规划、创新管理、竞争情报等方面。
(3)技术不断创新,方法更加智能化。随着互联网、移动通信、社交媒体、物联网等新技术的发展和应用,市场调研行业也在不断利用新技术提高数据收集、处理和分析的效率和质量。根据ESOMAR1的统计,2019年全球市场调研行业的数据收集方式主要包括在线调查(占比57%)、面对面访谈(占比12%)、电话访谈(占比9%)、邮寄调查(占比2%)和其他方式(占比20%)。其中,其他方式主要包括社交媒体、移动端、传感器、人工智能等新兴方式。这些新兴方式可以提供更多的行为数据、情感数据和场景数据,使市场调研更加真实、深入和全面。
二、市场调研行业的国内发展现状和趋势
市场调研行业是中国改革开放后逐渐兴起的一种新兴服务业,经过三十多年的发展,已经形成了一定的规模和水平,但与国际水平相比,仍有较大的差距和提升空间。市场调研行业的发展具有以下几个特点:
(1)规模持续增长,竞争日趋激烈。根据中国商务部的统计,2019年中国市场调研行业的营收达到120.6Billion yuan, year-on-year growth11.8%,其中国际性公司占比约为60%,国内本土公司占比约为40%。2020年受新冠疫情的影响,中国市场调研行业营收下降4.2%,至115.6亿元,其中国际性公司下降5.6%,国内本土公司下降2.4%。目前,中国市场调研行业的竞争格局呈现出国际性公司和国内本土公司并存的局面。
(2)结构逐步完善,服务领域不断拓展。随着中国经济社会的快速发展和转型升级,市场调研行业也在不断适应市场变化和客户需求,提供更加专业化和细分化的服务内容和形式。根据中国商务部的统计,2019年中国市场调研行业的服务内容主要包括消费品类(占比35%)、商业服务类(占比25%)、医药健康类(占比15%)、工业制造类(占比10%)和其他类(占比15%)。其中,消费品类主要涉及快速消费品、汽车、家电等领域;商业服务类主要涉及金融、电信、零售等领域;医药健康类主要涉及医药、医疗器械、保健品等领域;工业制造类主要涉及机械、化工、能源等领域;其他类主要涉及教育、文化、公益等领域。
(3)技术不断进步,方法更加多样化。随着互联网+、大数据、人工智能等新技术的广泛应用,市场调研行业也在不断探索和应用新的数据收集、处理和分析的技术和方法,以提高市场调研的效果和价值。根据中国商务部的统计,2019年中国市场调研行业的数据收集方式主要包括在线调查(占比55%)、面对面访谈(占比20%)、电话访谈(占比10%)、邮寄调查(占比1%)和其他方式(占比14%)。其中,其他方式主要包括社交媒体、移动端、传感器、人工智能等新兴方式。这些新兴方式可以提供更多的行为数据、情感数据和场景数据,使市场调研更加真实、深入和全面。
三、市场调研公司之间的合作模式和案例
市场调研公司之间的合作是一种为了实现共同目标而进行的资源共享和价值创造的活动,其主要动机是为了提高市场调研的质量、效率和覆盖范围,以满足客户的不同需求。市场调研公司之间的合作模式主要有以下几种:
(1)联盟合作。联盟合作是指市场调研公司之间通过签订协议或建立平台,实现信息交流、项目合作、资源共享等目的的合作模式。联盟合作可以帮助市场调研公司扩大业务范围、提高服务质量、降低成本、增强竞争力等。例如,尼尔森与坎特在2017年成立了一个名为Connected Partner Program的联盟平台,旨在通过整合各自的数据和技术,为客户提供更加全面和深入的市场洞察。
(2)并购合作。并购合作是指市场调研公司之间通过收购或被收购,实现资本整合、业务扩张、规模效应等目的的合作模式。并购合作可以帮助市场调研公司增加市场份额、拓展新领域、优化结构、提升品牌等。例如,益普索在2019年收购了全球最大的神经营销学公司NeuroFocus,旨在通过利用神经科学技术,为客户提供更加科学和有效的消费者行为分析。
(3)战略合作。战略合作是指市场调研公司之间通过建立长期稳定的战略伙伴关系,实现互补优势、共同发展等目的的合作模式。战略合作可以帮助市场调研公司提高创新能力、增加客户忠诚度、抵御风险、实现可持续发展等。例如,零点调查与艾瑞咨询在2018年签署了战略合作协议,旨在通过整合双方在互联网+领域的专业优势,为客户提供更加精准和全面的数字化解决方案。
4. conclusions and recommendations
市场调研行业是一种为企业提供市场信息和决策依据的专业服务行业,随着数字经济的发展和数据量的爆发,市场调研行业面临着新的机遇和挑战。本文从国际和国内两个层面,分析了市场调研公司的发展现状、趋势和问题,并探讨了市场调研公司之间的合作模式和案例,以期为市场调研公司提供一些参考和启示。在此基础上,本文提出以下几点建议:
(1)加强技术创新,提高数据智能化。市场调研公司应该充分利用互联网、大数据、人工智能等新技术,提高数据收集、处理和分析的效率和质量,为客户提供更加真实、深入和全面的市场洞察。同时,市场调研公司应该注重技术的安全性、合规性和伦理性,保护数据的隐私和安全,避免数据的滥用和误用。
(2)拓展服务内容,满足客户多元化需求。市场调研公司应该根据客户的不同需求,提供更加专业化和细分化的服务内容和形式,涵盖不同领域和层次的信息需求。同时,市场调研公司应该注重服务的价值导向和结果导向,为客户提供更加有针对性和可操作性的市场建议和解决方案。
(3)开展合作交流,实现资源共享和价值创造。市场调研公司应该根据自身的优势和特色,选择合适的合作模式和合作伙伴,实现信息交流、项目合作、资源共享等目的。同时,市场调研公司应该注重合作的平等性、互利性和可持续性,保护合作方的利益和权益,维护合作方的信任和关系。
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