Market Research in the Culture, Education, Sports and Entertainment Industry: Learning from Cases

1. background introduction

Culture, education, sports and entertainment industry refers to a comprehensive industry with culture, education, sports and entertainment as the main content, to meet people's spiritual culture and leisure and entertainment needs as the main purpose, and to service industry as the main form. The cultural, educational, sports and entertainment industry covers cultural creativity, online audio-visual, online games, animation, film and television, publishing, education and training, sports and fitness, tourism and leisure, performing arts exhibitions and other subdivisions. It has high social value and economic benefits. It is not only an important part of the national economy, but also an important embodiment of the country's soft power.

With the development of social economy and the diversification of consumer demand, the cultural, educational, sports and entertainment industry is also facing new opportunities and challenges. On the one hand, the development of new technologies such as the Internet, 5G, artificial intelligence, big data, VR, and blockchain has provided new innovation space and growth momentum for the cultural, educational, sports and entertainment industry, and promoted the digitalization, intelligence, and platform of the industry., Socialization, personalization and other transformation and upgrading have given birth to new business formats, new models, new products, and new markets. On the other hand, the cultural, educational, sports and entertainment industry is also facing problems such as intensified market competition, changes in consumer demand, adjustments in policies and regulations, lack of industry standards, and increased industry risks. Effective market research is needed to understand the current market situation, Consumer behavior, competition pattern, industry trends, etc., to provide basis and guidance for corporate strategic decisions.

Market research is a systematic, purposeful, planned and methodical activity that helps companies understand market demand, supply, opportunities, threats, problems and solutions through the collection, collation, analysis and interpretation of market-related information. Market research is the basis and premise of market analysis, market forecasting, market planning, market strategy, market control and other marketing activities, and is an important means for enterprises to improve market competitiveness, achieve market goals and meet market demand.

Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Shangpu Consulting Company has rich market research experience and cases in the cultural, educational, sports and entertainment industry, and provides professional market research and related consulting services to customers in multiple segments, including industry research, market segmentation and user behavior research, channel model research, competitor research, market entry research, consumer research, investment decision evaluation, IPO market segmentation research, fund-raising project feasibility study, business financing plan and other segment consulting services. Shangpu Consulting Company has a professional market research team, which adopts scientific research methods and advanced research tools to provide comprehensive, accurate, timely and continuous in-depth industry reports. and carry out multi-level cooperation with industry associations and partners to provide professional services for the government, social organizations and related enterprises, and become one of the most professional and influential authoritative research institutions in China.

Taking Shangpu Consulting Company as an example, this paper introduces the actual process of market research in the cultural, educational, sports and entertainment industry, including research purposes, research methods, research contents, research results and research suggestions, etc., and shows the importance and methodology of market research from the case, which provides reference and reference for market research in the cultural, educational, sports and entertainment industry.

2. Research Purpose

The market research and actual combat of Shangpu Consulting Company in the cultural, educational, sports and entertainment industry is mainly to meet the following purposes:

(I) understand the development status and trends of the cultural, educational, sports and entertainment industry, including industry scale, structure, characteristics, motivation, obstacles, opportunities, threats, etc., to provide a basis for enterprises to formulate reasonable development strategies and goals.

(II) understand the needs and behaviors of consumers in the cultural, educational, sports and entertainment industry, including consumer characteristics, preferences, motivation, satisfaction, loyalty, purchase process, purchase decisions, etc., and provide guidance for enterprises to design effective marketing strategies and activities.

(III) understand the competitive landscape and competitors of the cultural, educational, sports and entertainment industry, including the number, scale, type, advantages, disadvantages, strategies, objectives, performance, etc. of competitors, so as to provide reference for enterprises to determine their own competitive advantages and differentiation.

(IV) understand the market opportunities and potential of the cultural, educational, sports and entertainment industry, including market growth rate, growth point, growth space, growth factors, growth obstacles, etc., and provide support for enterprises to find new market opportunities and expand new market areas.

(V) understand the policies, regulations and industry standards of the culture, education, sports and entertainment industry, including the content, purpose, influence, change, trend, etc. of the policy, as well as the norms, guidelines, requirements, evaluation, etc. of the industry, so as to provide guarantee for enterprises to abide by laws and regulations and comply with industry standards.

3. research methods

The market research practice of Shangpu Consulting Company in the cultural, educational, sports and entertainment industry mainly adopts the following research methods:

(I) literature analysis. Literature analysis refers to the collection, collation, analysis and evaluation of various documents related to the cultural, educational, sports and entertainment industry, such as policy documents, industry reports, professional books, academic papers, news media, etc., in order to obtain the basic information of the industry, historical development, theoretical framework, research results, etc., to provide theoretical basis and reference materials for follow-up research.

(II) questionnaire survey method. The questionnaire survey method refers to the design, distribution, recovery and analysis of questionnaires to obtain consumer needs and behaviors, competitors, market opportunities and potential in the cultural, educational, sports and entertainment industry, and provide data support and empirical basis for subsequent research. In the questionnaire survey method, Shangpu Consulting Company adopts various forms such as online questionnaire, telephone questionnaire, mail questionnaire, face-to-face questionnaire, etc. to improve the coverage and efficiency of the questionnaire. At the same time, it also adopts random sampling, stratified sampling, District sampling, cluster sampling and other sampling methods to improve the representativeness and credibility of the questionnaire.

(III) interview survey method. The interview investigation method refers to face-to-face or telephone communication with relevant personnel in the cultural, educational, sports and entertainment industry to obtain the development status and trends of the industry, policies, regulations and industry standards, market competition and competitors, market opportunities and potential, etc., for follow-up The research provides in-depth information and insights. In the interview survey method, Shangpu Consulting Company adopts structured interviews, semi-structured interviews, unstructured interviews and other forms to adapt to different interview objects and interview purposes. At the same time, it also adopts expert interviews, customer interviews, Competitor interviews, government interviews, industry association interviews and other types to improve the authority and effectiveness of interviews.

(IV) observation survey method. Observation and investigation method refers to the direct or indirect observation of the relevant phenomena, activities, processes and results of the cultural, educational, sports and entertainment industry in order to obtain the actual situation and true reflection of the industry and provide intuitive information and impression for the follow-up investigation. In the observation and investigation method, Shangpu Consulting Company adopts various forms such as on-site observation, hidden observation, participation observation and experimental observation to adapt to different observation objects and observation purposes. At the same time, it also adopts video recording, photo shooting, recording notes, making charts and other means to improve the accuracy and recordability of observation.

(V) case analysis. Case analysis refers to the collection, collation, analysis and evaluation of typical cases in the cultural, educational, sports and entertainment industry, such as success cases, failure cases, innovation cases, crisis cases, etc., in order to obtain industry lessons, success factors, failure reasons, innovation models, crisis response, etc., to provide inspiration and reference for subsequent research. In the case analysis method, Shangpu Consulting adopts a variety of analytical methods, such as comparative analysis, causal analysis, process analysis and comprehensive analysis, in order to improve the depth and breadth of the case analysis, and at the same time, it also adopts Shangpu Consulting's own service customer case to improve the relevance and practicality of the case.

4. research content

The market research and actual combat of Shangpu Consulting Company in the cultural, educational, sports and entertainment industry mainly involves the following aspects:

(I) industry profile. Industry overview refers to a general description of the basic situation of the cultural, educational, sports and entertainment industry, including the definition, scope, classification, characteristics, development process, development stage, development model, etc., to provide a basic background and framework for subsequent research.

(II) industry size. Industry scale refers to the quantitative measurement of the overall scale of the cultural, educational, sports and entertainment industry and the scale of each segment, including the industry's output value, revenue, profit, growth rate, market share, market penetration, market saturation, etc., to provide basic data and indicators for subsequent research.

(III) industry structure. Industry structure refers to the analysis and evaluation of the internal and external structure of the cultural, educational, sports and entertainment industry, including the product structure, market structure, regional structure, enterprise structure, consumer structure, channel structure, value chain structure, etc., to provide basic analysis and evaluation for subsequent research.

(IV) industry momentum. Industry dynamics refers to the analysis and evaluation of the development dynamics of the cultural, educational, sports and entertainment industry, including the industry's drivers, drivers, supporting factors, advantages, etc., to provide basic analysis and evaluation for subsequent research.

(V) industry barriers. Industry barriers refer to the analysis and evaluation of the development barriers of the cultural, educational, sports and entertainment industry, including industry constraints, obstacles, threats, disadvantages, etc., to provide basic analysis and evaluation for subsequent research.

(VI) industry opportunities. Industry opportunities refer to the analysis and evaluation of development opportunities in the cultural, educational, sports and entertainment industry, including the industry's growth points, growth space, growth factors, growth potential, etc., to provide basic analysis and evaluation for subsequent research.

(VII) industry trends. Industry trend refers to the analysis and prediction of the development trend of the cultural, educational, sports and entertainment industry, including the development direction, development speed, development scale, development mode and development characteristics of the industry, so as to provide basic analysis and prediction for subsequent research.

(VIII) consumer demand. Consumer demand refers to the analysis and evaluation of the needs of consumers in the cultural, educational, sports and entertainment industry, including consumer demand types, demand levels, demand characteristics, demand changes, demand differences, etc., to provide basic analysis and evaluation for subsequent research.

(IX) consumer behavior. Consumer behavior refers to the analysis and evaluation of the behavior of consumers in the cultural, educational, sports and entertainment industry, including consumer behavior motivation, behavior process, behavior result, behavior influence, behavior pattern, etc., to provide basic analysis and evaluation for follow-up research.

(X) the competitive landscape. The competitive landscape refers to the analysis and evaluation of the competitive situation of the cultural, educational, sports and entertainment industry, including the degree of competition in the industry, the form of competition, competition strategy, competition effect, etc., to provide basic analysis and evaluation for subsequent research.

(11) Competitors. Competitors refer to the analysis and evaluation of the main competitors in the cultural, educational, sports and entertainment industry, including the basic information of competitors, strategic objectives, market performance, product characteristics, marketing strategies, advantages and disadvantages, development trends, etc., to provide basic analysis and evaluation for subsequent research.

(xii) Market opportunities. Market opportunity refers to the analysis and evaluation of the potential or underutilized market of the cultural, educational, sports and entertainment industry, including the existence conditions of the market, the attractiveness of the market, the feasibility of the market, the risk of the market, etc., to provide basic analysis and evaluation for the follow-up research.

(xiii) Market potential. Market potential refers to the analysis and prediction of the future or predictable market of the cultural, educational, sports and entertainment industry, including market size, growth rate, share, share, penetration, saturation, etc., to provide basic analysis and prediction for subsequent research.

(14) Policies and regulations. Policies and regulations refer to the analysis and evaluation of relevant policies and regulations in the cultural, educational, sports and entertainment industry, including the content, purpose, influence, change and trend of policies and regulations, so as to provide basic analysis and evaluation for subsequent research.

(15) Industry standards. Industry standards refer to the analysis and evaluation of relevant industry standards in the cultural, educational, sports and entertainment industry, including the content, purpose, impact, changes, trends, etc. of industry standards, providing basic analysis and evaluation for subsequent research.

5. research results

Shangpu Consulting Company's market research in the cultural, educational, sports and entertainment industry has obtained the following research results by adopting a variety of research methods and involving multiple research contents:

(I) culture, education, sports and entertainment industry is a high-speed development, highly subdivided, highly integrated, highly innovative industry, with high social value and economic benefits, is an important part of the national economy, but also an important embodiment of the country's soft power.

The overall scale of the (II) culture, education, sports and entertainment industry and the scale of various segments have shown a trend of rapid growth, which has been valued and supported by the government, recognized and welcomed by consumers, and concerned and competitive by the market. It is expected that the growth rate and growth potential will remain relatively high in the future.

The internal structure and external structure of (III) culture, education, sports and entertainment industry are diversified, complex and dynamic, which need to be constantly adjusted and optimized to adapt to the changes and needs of the market and improve the efficiency and efficiency of the industry.

The development power of (IV) culture, education, sports and entertainment industry mainly comes from the promotion of new technology, the stimulation of new demand, the creation of new models and the development of new markets. at the same time, it is also supported and promoted by the guidance of policies, the standardization of standards, and the services of associations.

The obstacles to the development of the (V), culture, education, sports and entertainment industry mainly come from the intensification of market competition, changes in consumer demand, the adjustment of policies and regulations, and the increase in industry risks. Effective response and prevention are needed to maintain the stability and health of the industry.

The development opportunities of (VI) culture, education, sports and entertainment industry mainly come from the growth space of the market, the potential demand of consumers, the defects of competitors, the preferential policies, etc., which need to be found and grasped in time to enhance the competitiveness and market share of the industry.

The development trend of (VII) culture, education, sports and entertainment industry is mainly manifested as digitalization, intelligence, platform, socialization, personalization, etc., which needs to be actively followed up and innovated to adapt to the development of the market and the needs of consumers, and improve the level and quality of the industry.

The consumer needs and behaviors of the (VIII) culture, education, sports and entertainment industry show the characteristics of diversification, high-end, experience, and participation. They need to be carefully understood and satisfied to enhance consumer satisfaction and loyalty, and increase the industry's income And profit.

The competitive landscape and competitors of the (IX) culture, education, sports and entertainment industry are characterized by intensification, diversification and differentiation, which require a comprehensive analysis and evaluation to determine their own competitive advantages and differentiation and improve the competitiveness and market share of the industry.

The market opportunities and potential of the (X) culture, education, sports and entertainment industry are characterized by broadening, huge and unknown, which requires in-depth exploration and prediction to find new market opportunities and expand new market areas. improve the growth rate and growth potential of the industry.

(11) The policies, regulations and industry standards of the cultural, educational, sports and entertainment industry show the characteristics of perfection, standardization, and dynamics. They need to be closely followed and observed to meet the requirements of the policy and industry standards, and improve the compliance and compliance of the industry. Credibility.

6. research suggestions

According to the actual market research of Shangpu Consulting Company in the cultural, educational, sports and entertainment industry, according to the research results, the following research suggestions are put forward for the relevant enterprises in the cultural, educational, sports and entertainment industry:

(I) strengthen the industry's innovation capabilities, use new technologies, new models, new products, new markets, etc., improve the industry's core competitiveness and market share, and seize the industry's opportunities and advantages.

(II) strengthen the brand building of the industry, use culture, education, sports, entertainment and other content to improve the social value and economic benefits of the industry, establish the image and reputation of the industry, and win the recognition and welcome of consumers.

(III) strengthen the user service of the industry, improve the user satisfaction and user loyalty of the industry by means of personalization, experience and participation, increase the user stickiness and user transformation of the industry, and improve the income and profit of the industry.

(IV) strengthen the cooperation and win-win situation of the industry, improve the cooperation efficiency and cooperation effect of the industry by means of platform, socialization and integration, expand the cooperation scope and field of the industry, and improve the cooperation and cooperation of the industry.

(V) strengthen the risk management of the industry, improve the risk identification and risk prevention of the industry by means of standardization, compliance and dynamic, reduce the risk occurrence and risk loss of the industry, and improve the stability and health of the industry.

(VI) strengthen the development planning of the industry, improve the development analysis and development forecast of the industry by means of data, intelligence and prediction, formulate the development goals and strategies of the industry, and improve the development level and quality of the industry.

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