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

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

珠宝行业如何通过消费者调研设计和测试新的产品和服务

2024-07-18 09:36:43 来源：尚普咨询浏览量：0

珠宝行业是一个充满魅力和挑战的行业，它涉及到人们的审美、情感、文化和价值观，同时也受到经济、社会、科技和环境等多方面的影响。随着消费者的需求和偏好日益多样化和个性化，珠宝企业面临着激烈的竞争和不断的变革，如何保持创新和竞争力，成为了珠宝行业的核心问题。

消费者是珠宝行业的核心驱动力，了解和满足消费者的需求和偏好，是珠宝企业的基本目标。消费者调研是一种通过收集、分析和解释消费者的信息，来支持珠宝企业的决策和行动的方法。消费者调研可以帮助珠宝企业：

识别和划分消费者的市场细分和目标群体；

了解消费者的需求、偏好、动机、态度、行为和满意度；

评估消费者对珠宝产品和服务的认知、感知、评价和忠诚度；

预测和跟踪消费者的需求和偏好的变化趋势和影响因素；

设计和测试新的或改进的珠宝产品和服务，以满足或超越消费者的期望；

优化珠宝产品和服务的定价、促销、渠道和体验策略；

监测和评估珠宝产品和服务的市场表现和效果；

与消费者建立和维持良好的沟通和关系，提高品牌知名度和美誉度。

消费者调研的目的和类型

消费者调研的目的是为了解决珠宝企业在市场营销和管理中遇到的具体问题，或者为了发现和利用市场的潜在机会。根据不同的目的，消费者调研可以分为以下几种类型：

市场调研：主要是为了了解珠宝市场的规模、结构、特征、趋势、机会和威胁，以及珠宝行业的竞争状况和环境因素，为珠宝企业的市场定位、战略规划和资源配置提供依据。

产品调研：主要是为了了解消费者对珠宝产品的需求、偏好、评价和反馈，以及珠宝产品的优势和劣势，为珠宝企业的产品开发、改进和创新提供指导。

服务调研：主要是为了了解消费者对珠宝服务的需求、偏好、评价和反馈，以及珠宝服务的优势和劣势，为珠宝企业的服务设计、改进和创新提供指导。

消费者行为调研：主要是为了了解消费者在购买和使用珠宝产品和服务过程中的动机、态度、行为和满意度，以及影响消费者行为的内部和外部因素，为珠宝企业的营销策略和行为干预提供依据。

品牌调研：主要是为了了解消费者对珠宝品牌的认知、感知、评价和忠诚度，以及珠宝品牌的形象、定位和差异化，为珠宝企业的品牌建设、管理和提升提供支持。

广告调研：主要是为了了解消费者对珠宝广告的接触、注意、理解、记忆和反应，以及珠宝广告的创意、内容和效果，为珠宝企业的广告策划、执行和评估提供参考。

渠道调研：主要是为了了解消费者对珠宝销售渠道的选择、使用和评价，以及珠宝销售渠道的分布、特点和效率，为珠宝企业的渠道建设、管理和优化提供建议。

体验调研：主要是为了了解消费者在购买和使用珠宝产品和服务过程中的感受、情感和体验，以及影响消费者体验的要素和机制，为珠宝企业的体验设计、提供和改善提供方案。

消费者调研的步骤和工具

消费者调研是一个系统的过程，一般包括以下几个步骤：

确定调研目的和问题：明确调研的目的、范围、内容和问题，以及调研的预期结果和价值。

设计调研方案和方法：选择合适的调研方法、工具和技术，设计调研的流程、步骤和细节，制定调研的时间、预算和资源。

收集调研数据和信息：执行调研方案，通过问卷、访谈、观察、实验等方式，从消费者和其他相关方获取有效的数据和信息。

分析调研数据和信息：运用统计、分析、建模等方法，对收集的数据和信息进行整理、处理、归纳和解释，提炼出有价值的洞察和发现。

撰写调研报告和建议：根据分析的结果，撰写调研报告，总结调研的目的、方法、过程和结论，提出调研的建议和意见，以及调研的局限和不足。

应用调研结果和建议：根据调研报告和建议，制定和实施相应的行动计划，将消费者调研的结果和建议应用于珠宝产品和服务的设计、测试和创新，以及其他相关的市场营销和管理活动，以提高珠宝企业的竞争力和效益。

消费者调研的工具和技术是多种多样的，可以根据不同的调研目的和问题，选择合适的组合和搭配，以达到最佳的调研效果。一般来说，消费者调研的工具和技术可以分为两大类：

定量调研：主要是通过数值和统计的方式，对消费者的信息进行量化和度量，以得到客观和可比较的结果。定量调研的常用工具和技术有：问卷调查、网络调查、电话调查、面对面调查、扫描数据、交易数据、追踪数据、实验设计、因子分析、聚类分析、回归分析、假设检验、方差分析等。

定性调研：主要是通过语言和图像的方式，对消费者的信息进行描述和解释，以得到深入和细致的结果。定性调研的常用工具和技术有：访谈、焦点小组、深度访谈、观察、神经营销、情感分析、文本分析、图像分析、故事化、场景法、隐喻法、联想法等。

消费者调研的应用案例

消费者调研在珠宝行业的应用是广泛而有效的，它可以帮助珠宝企业在各个方面提高自己的水平和能力，创造出更有价值和吸引力的产品和服务，赢得更多的消费者和市场。下面，我们结合尚普咨询公司的实际案例，来看看消费者调研在珠宝行业的应用效果和价值。

案例一：为一家国际知名的珠宝品牌，进行了一项针对中国市场的消费者调研，旨在了解中国消费者对珠宝的需求、偏好和购买行为，以及对该品牌的认知、感知和评价，为该品牌的中国市场战略提供支持。尚普咨询公司采用了定量和定性相结合的方法，通过网络调查、访谈和焦点小组，收集了大量的数据和信息，进行了深入的分析和解释，得出了以下几个主要的发现：

中国消费者对珠宝的需求和偏好是多元化和个性化的，不同的消费者群体有不同的购买动机、购买场合、购买频率和购买金额，以及不同的珠宝品类、款式、材质和颜色的偏好。

中国消费者对珠宝的购买行为是理性和感性相结合的，他们在购买珠宝时，会考虑珠宝的品质、价格、设计、品牌、服务和体验等多方面的因素，同时也会受到自己的情感、价值观、文化背景和社会影响等内部和外部的因素的影响。

中国消费者对该品牌的认知和感知是正面和负面相混合的，他们对该品牌的品质、设计、创新和国际化等方面有较高的评价，但对该品牌的价格、服务、体验和本土化等方面有较低的评价，同时也存在一定的认知误区和感知差距。

中国消费者对该品牌的评价和忠诚度是中等和不稳定的，他们对该品牌的满意度和推荐意愿是一般的，而且容易受到其他品牌的竞争和诱惑，对该品牌的重复购买和长期关系的维持是不确定的。

基于这些发现，尚普咨询公司为该品牌提出了以下几点建议：

该品牌应该根据中国消费者的市场细分和目标群体，设计和推出更符合中国消费者需求和偏好的珠宝产品和服务，以提高其市场占有率和品牌忠诚度。

该品牌应该加强对中国消费者的消费者行为的研究和分析，以了解其购买珠宝的动机、态度、行为和满意度，以及影响其购买行为的内部和外部的因素，以优化其营销策略和行为干预。

该品牌应该提高对中国消费者的品牌沟通和教育，以增强其对该品牌的认知、感知和评价，以及消除其对该品牌的认知误区和感知差距，以提升其品牌知名度和美誉度。

该品牌应该改善对中国消费者的品牌服务和体验，以提高其对该品牌的满意度和推荐意愿，以及增加其对该品牌的重复购买和长期关系的维持，以提高其品牌价值和利润。

案例二：为一家国内领先的珠宝电商平台，进行了一项针对其新推出的珠宝定制服务的消费者调研，旨在了解消费者对该服务的需求、偏好和反馈，以及对该平台的认知、感知和评价，为该平台的服务创新和优化提供支持。尚普咨询公司采用了定性和定量相结合的方法，通过网络调查、访谈和实验，收集了大量的数据和信息，进行了深入的分析和解释，得出了以下几个主要的发现：

消费者对珠宝定制服务的需求和偏好是强烈和明确的，他们希望通过珠宝定制服务，能够获得更符合自己的个性、风格和情感的珠宝产品，以及更有趣和有意义的珠宝购买和使用的体验。

消费者对珠宝定制服务的反馈和评价是积极和消极相混合的，他们对该服务的创意、互动和体验等方面有较高的评价，但对该服务的价格、质量、效率和安全等方面有较低的评价，同时也存在一定的使用障碍和困惑。

消费者对该平台的认知和感知是一致和不一致的，他们对该平台的品质、价格、设计和创新等方面有较高的一致性，但对该平台的服务、体验和品牌等方面有较低的一致性，同时也存在一定的认知误区和感知差距。

消费者对该平台的评价和忠诚度是高和低相交替的，他们对该平台的满意度和推荐意愿是较高的，但对该平台的重复购买和长期关系的维持是较低的，而且容易受到其他平台的竞争和诱惑，对该平台的品牌价值和利润是不稳定的。

基于这些发现，尚普咨询公司为该平台提出了以下几点建议：

该平台应该根据消费者的市场细分和目标群体，提供更多的珠宝定制服务的选项和组合，以满足消费者的多元化和个性化的需求和偏好。

该平台应该加强对消费者的服务质量和效率的保障和提升，以提高消费者的信任和安全感，以及减少消费者的使用障碍和困惑。

该平台应该提高对消费者的品牌沟通和教育，以增强消费者对该平台的认知、感知和评价，以及消除消费者对该平台的认知误区和感知差距，以提升该平台的品牌知名度和美誉度。

该平台应该改善对消费者的品牌服务和体验，以提高消费者的满意度和推荐意愿，以及增加消费者对该平台的重复购买和长期关系的维持，以提高该平台的品牌价值和利润。

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