Shangpu Consulting: Necessary Conditions and Advantages of National Manufacturing Individual Champion Proof-Shangpu Consulting Company

Your location:Home Page > Researcher Articles > Consumer Research >

文教用品行业如何通过消费者调研找到市场机会

2024-07-18 09:36:39 来源：尚普咨询浏览量：0

一、文教用品行业概述

文教用品行业是指指的是文具用品、文体用品、办公用品等相关的用品，比如教学常用的开学典礼用的用品、笔、纸张、投影仪、白板、装订机、画架、课桌椅等。企业单位常用的文件档案用品、桌面用品、办公设备、财务用品、耗材等一系列与工作相关的用品。根据国家标准GB/T4754-2017《国民经济分类》，文教用品行业主要归属于大类C，文教办公用品制造业系其中一个中类（编码为C241），主要包括：文具制造、笔类制造、墨水墨汁、教学用模型及教具制造、其他文教办公用品制造，加上其他中类行业中与文教办公用品制造业高度关联的纸品本册、工艺美术颜料，共同构成了文教用品行业的七个细分行业。

文教用品行业是中国轻工业的重要组成部分，也是中国出口的主要产品之一。据中国文教体育用品协会统计，2018年全国文教体育用品制造业规模以上企业（年主营业务收入2000万元及以上企业）共2538家，总资产1116.35亿元；完成主营业务收入3169.77亿元，同比增长7.31%。其中文教办公用品制造规模以上企业1081家，共完成1464.22亿元，占46.19%，比上年增长5%。文教体育用品制造行业完成利润总额215.30亿元，同比增长15.53%，其中文教办公用品制造完成107.11亿元，占49.7%，比上年增长15.02%。2018年，全国文教体育用品制造业累计完成进出口总额454.26亿美元，同比增长6.82%，其中：累计完成出口额426.90亿美元，同比增长6.83%；累计完成进口额27.36亿美元，同比增长6.60%。行业贸易顺差399.54亿美元，比2017年增加25.62亿美元。

二、消费者调研的意义和方法

消费者调研是指在对市场环境（政治、法律、社会、文化、技术）、人口特征、生活方式、经济水平等基本特征进行研究的基础上，运用各种市场调研技术和方法，对消费群体通过认知、态度、动机、选择、决策、购买、使用等阶段实现自身愿望和需要的研究。消费者调研的目的是了解消费者的需求和偏好，分析消费者的行为和心理，预测消费者的变化和趋势，为市场营销和产品开发提供依据和指导。

Consumer research methods are mainly the following:

调查法：通过问卷、访谈、观察等方式，收集消费者的基本信息、意见、感受、建议等，进行量化或定性的分析。调查法的优点是数据量大、覆盖面广、操作简便，缺点是可能存在抽样误差、回答偏差、分析偏差等问题。

实验法：通过操纵自变量，观察因变量的变化，探究消费者行为的因果关系。实验法的优点是能够得到较为准确和可靠的Conclusion，缺点是成本高、时间长、操作复杂，且受外部因素的干扰。

案例法：通过收集和分析某一特定消费者或消费群体的具体情况，揭示消费者行为的特点和规律。案例法的优点是能够深入了解消费者的真实情况，缺点是难以推广和普遍化，且可能存在主观性和片面性。

模型法：通过建立消费者行为的数学模型，运用统计学、运筹学、计算机等工具，对消费者行为进行模拟和预测。模型法的优点是能够进行多种假设和方案的比较和选择，缺点是难以考虑消费者行为的复杂性和多变性，且可能存在模型误差和参数误差。

三、尚普咨询公司的消费者调研案例

发现市场的机会和空白，为文教用品企业提供专业的市场研究和咨询服务，帮助其制定有效的市场战略和营销方案，提升市场竞争力和品牌影响力。

以下是尚普咨询公司为文教用品行业的部分客户提供的消费者调研案例：

某国际知名文具品牌：该品牌在中国市场拥有较高的知名度和美誉度，主要面向中高端消费者，产品涵盖笔类、本册、文具盒、胶带、剪刀等多种文具用品。该品牌希望了解中国市场的消费者对其品牌的认知、态度和忠诚度，以及对其产品的满意度和改进意见，为其提升品牌形象和产品质量提供参考。尚普咨询公司运用问卷调查法，对全国各地的1000名消费者进行了在线调查，得到了以下主要结论：

该品牌的消费者主要集中在一线和二线城市，年龄在18-35岁之间，受教育程度较高，收入水平较高，对文具品牌有较高的要求和偏好。

该品牌的消费者对其品牌的整体印象较好，认为其品牌形象时尚、高雅、专业，产品质量优良、设计精美、功能齐全，价格合理、性价比高，服务周到、售后保障。

该品牌的消费者对其品牌的忠诚度较高，表示会经常或偶尔购买其产品，会向亲友推荐其产品，会关注其品牌的动态和活动，会参与其品牌的互动和反馈。

该品牌的消费者对其产品的满意度较高，表示其产品能够满足其日常生活和工作的需要，能够提高其效率和品味，能够给其带来愉悦和舒适的体验。

该品牌的消费者对其产品的改进意见主要集中在以下几个方面：增加产品的种类和款式，满足不同消费者的个性化需求；增加产品的创新性和功能性，提高产品的附加值和差异化优势；增加产品的环保性和安全性，减少产品对环境和人体的影响和危害；增加产品的促销和宣传，提高产品的知晓度和购买率。

某国内领先的教学用品生产商：该生产商主要为中小学、幼儿园、培训机构等教育机构提供教学用品，产品涵盖教学用模型、教学用玩具、教学用仪器、教学用软件等多种教学用品。该生产商希望了解中国市场的教育机构对其产品的需求和偏好，以及对其产品的评价和建议，为其开拓市场和优化产品提供依据。尚普咨询公司运用访谈法，对全国各地的100名教育机构的负责人或教师进行了电话访谈，得到了以下主要结论：

该生产商的教学用品在中国市场有较高的知晓度和认可度，主要来源于其产品的质量、创新、实用、专业等特点，以及其品牌的信誉、服务、合作等优势。

该生产商的教学用品的需求量和增长潜力较大，主要受到以下几个因素的影响：教育机构的数量和规模的增加，教育质量和水平的提高，教育理念和方法的变革，教育资源和投入的增加，教育市场的竞争和规范。

该生产商的教学用品的偏好和选择主要取决于以下几个方面：产品的质量和性能，产品的价格和性价比，产品的适用性和兼容性，产品的安全性和环保性，产品的售后服务和保障。

该生产商的教学用品的评价和建议主要涉及以下几个方面：产品的种类和款式，产品的更新和升级，产品的定制和个性化，产品的宣传和推广，产品的培训和指导。

某国内新兴的文体用品电商平台：该平台是一家专注于文体用品的电商平台，提供文体用品的在线选购、比价、评价、咨询等服务，产品涵盖文具用品、体育用品、乐器用品、游戏用品等多种文体用品。该平台希望了解中国市场的消费者对其平台的使用情况和满意度，以及对其平台的意见和建议，为其提升平台的用户体验和用户黏性提供支持。尚普咨询公司运用观察法，对全国各地的1000名消费者的平台使用行为进行了在线观察，得到了以下主要结论：

该平台的消费者主要集中在三线和四线城市，年龄在15-25岁之间，受教育程度较低，收入水平较低，对文体用品有较强的兴趣和爱好。

该平台的消费者对其平台的使用频率较高，平均每周使用2-3次，每次使用时长在30分钟以上，主要使用场景为闲暇时间、节假日、特殊场合等。

该平台的消费者对其平台的使用目的较为多样，主要包括：浏览和了解文体用品的信息和动态，比较和选择文体用品的品牌和价格，购买和评价文体用品的质量和服务，咨询和交流文体用品的使用和心得，参与和享受文体用品的活动和优惠等。

该平台的消费者对其平台的使用满意度较高，表示其平台能够提供丰富和全面的文体用品的选择和信息，能够提供便捷和优惠的文体用品的购买和配送，能够提供真实和有用的文体用品的评价和咨询，能够提供有趣和有奖的文体用品的互动和活动。

该平台的消费者对其平台的使用意见和建议主要集中在以下几个方面：增加平台的安全性和信任度，防止平台的欺诈和假冒，保护消费者的权益和隐私；增加平台的稳定

增加平台的稳定性和速度，提高平台的性能和效率，减少平台的故障和延迟；增加平台的个性化和智能化，提供更符合消费者的喜好和需求的产品和服务，提供更贴合消费者的场景和情境的体验和感受；增加平台的社交性和互动性，增强消费者之间的沟通和交流，增加消费者对平台的参与和贡献。

4. conclusions and recommendations

文教用品行业是一个具有较高市场容量和增长潜力的行业，也是一个面临着诸多挑战和机遇的行业。消费者调研是文教用品企业了解市场需求、分析消费者行为、发现市场机会的重要手段和工具。尚普咨询公司作为中国知名的独立第三方行研与投融资咨询机构，拥有一支专业的消费者调研团队，为文教用品行业的客户提供定制化的消费者调研服务，帮助客户制定有效的市场战略和营销方案，提升市场竞争力和品牌影响力。

根据尚普咨询公司的消费者调研案例，我们可以得出以下几点建议：

对于文教用品品牌，应该注重提升品牌形象和品牌忠诚度，增加品牌的知名度和美誉度，提高品牌的差异化和附加值，增强品牌的影响力和吸引力。

对于文教用品产品，应该注重提升产品质量和产品创新，增加产品的种类和款式，满足消费者的多样化和个性化需求，提高产品的功能性和实用性，增强产品的竞争力和市场占有率。

对于文教用品服务，应该注重提升服务质量和服务效率，增加服务的内容和范围，满足消费者的便捷化和优惠化需求，提高服务的周到性和保障性，增强服务的满意度和忠诚度。

对于文教用品平台，应该注重提升平台的安全性和稳定性，增加平台的性能和速度，满足消费者的信任化和快捷化需求，提高平台的性价比和效率，增强平台的用户体验和用户黏性。

Consulting Services

economic database

Brand Rankings

User evaluation

Champu Consulting-Market Research & Consulting China Pioneer

immediate consultation

On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

In the field of consulting, Champ Consulting can also provide you with the following services:

Research Module	research content
Market research	Industry status	market capacity	Product Application	channel mode	Supply chain	market competition	Market Consulting
Competitor Research	Enterprise background	Enterprise Finance	Sales Data	Market Strategy	Production Equipment	Supply Procurement	Technology R & D
Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	satisfaction survey	Employee satisfaction	user satisfaction
Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

Service advantages

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

Focus on production and research

15 Year

Champ Consulting has been established for 15 years.

48 Intellectual Property Rights

Independent methodology

80% of the information comes from first-hand research.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise