Methodology and Practice of Market Research: Taking Silane Coupling Agent Industry as an Example

Basic concepts of 1. market research

Market research (Market Research) refers to the process of collecting, sorting, analyzing and interpreting market-related information to understand market demand, scale, structure, changes, trends, opportunities and problems, and provide a basis for market decision-making. Market research is the basis for market analysis, market forecasting, market planning, market strategy, market control and other market activities, and is an important means for enterprises to understand the market, adapt to the market, develop the market and occupy the market.

The purpose of market research is to solve market problems, improve market efficiency and enhance market competitiveness. The object of market research is the market itself, including the main body of the market (such as consumers, competitors, distributors, government, etc.), the object (such as products, services, brands, prices, etc.), the environment (such as society, economy, politics, law, culture, technology, etc.) and other aspects. The content of market research is all kinds of information about the market, including the current situation, history, future, potential, problems, opportunities, risks, etc.

The types of market research can be classified according to different criteria, common classification methods are:

According to the timeliness of the research, it can be divided into regular research and irregular research. Regular research refers to research conducted at certain time intervals (e. g. monthly, quarterly, annual, etc.) and is mainly used to monitor market changes and trends and provide a basis for market control. Irregular research refers to research conducted according to specific market problems or decision-making needs. It is mainly used to solve market problems and opportunities and provide basis for market planning and strategy.

According to the scope of research, it can be divided into comprehensive research and special research. Comprehensive research refers to the comprehensive research on all aspects of the market, mainly used to understand the overall situation and characteristics of the market, to provide a basis for market analysis and forecasting. Special research refers to in-depth research on a certain aspect or problem of the market, mainly used to explore the details and laws of the market, and provide a basis for market decision-making and implementation.

According to the method of research, it can be divided into quantitative research and qualitative research. Quantitative research refers to the measurement and evaluation of the quantity, proportion, relationship, etc. of the market through the methods of mathematical statistics and analysis, mainly used to verify the assumptions of the market and.ConclusionTo provide objective data support for market decision-making. Qualitative research refers to the research that describes and explains market motivations, attitudes, feelings, and behaviors through observation, interviews, and discussions. It is mainly used to discover market problems and opportunities and provide subjective understanding and insight for market decision-making.

The process of market research generally includes the following steps:

Identify research objectives. The research goal refers to the specific problems and expected results of the research. It is the starting point and destination of the research. It should be clear, specific, feasible and valuable.

Design research plan. The research plan refers to the specific research plan and method formulated to achieve the research objectives, including the type, scope, object, sample, data source, data collection, data analysis and so on.

Implementation of research activities. Research activities refer to the actual data collection and analysis process carried out according to the research plan, which is the core link of the research, and should ensure the validity, accuracy and reliability of the data.

Write research reports. The research report refers to the document that systematically summarizes and presents the process and results of the research activities. It is the final result of the research and should be clear, complete, logical and convincing.

Provide research services. Research service refers to the professional consultation and suggestion provided to customers according to the research report. It is the added value of research and should meet the needs, problems and objectives of customers.

There are many methods and techniques of market research, the common ones are:

literature analysis. Literature analysis refers to obtaining basic information and background knowledge of the market by consulting and analyzing various existing literature related to the market, such as books, periodicals, reports, papers, patents, laws and regulations, and providing reference and basis for subsequent research.

Questionnaire survey method. Questionnaire survey method refers to the systematic data collection from a certain number and type of samples of the target market through the design and distribution of a series of standardized questions to understand the characteristics and changes of the market such as market demand, satisfaction, preference and behavior.

interview method. The interview method is a commonly used qualitative research method, which refers to face-to-face or telephone conversations with individual or multiple samples of the target market to obtain in-depth information and insights about the market.

Observation method. The observation method is a commonly used qualitative research method by directly or indirectly observing the behavior, environment, situation, etc. of a sample of the target market to understand market phenomena and patterns.

experimental method. The experimental method is a commonly used quantitative research method by manipulating and controlling a sample of the target market to observe market reactions and results in order to verify market assumptions and causality.

Case analysis method. Case analysis refers to the detailed description and analysis of typical or successful cases of the market to refine the market experience and lessons, is a commonly used qualitative research method.

The methods and techniques of market research should be flexibly selected and combined according to the objectives, contents, objects, conditions and other factors of the research in order to achieve the best research results.

Specific application of 2. market research: taking silane coupling agent industry as an example

Silane coupling agent (Silane Coupling Agent) is a new material of organic silicon, with the characteristics of the role of a bridge between organic and inorganic, can improve the combination of organic and inorganic strength, weather resistance, water resistance, corrosion resistance and other properties, widely used in rubber, plastics, coatings, glass fiber and other fields. Silane coupling agent is a high value-added chemical product with broad market prospects, but it is also facing fierce competition and technological innovation challenges.

Shangpu Consulting Company (Shangpu Consulting) is a professional market research and consulting company, providing customers with a full range of market research and strategic consulting services. Shangpu Consulting Company once conducted market research for a well-known domestic silane coupling agent manufacturer, provided it with a professional market research report, and formulated a reasonable market strategy for it. The following is a summary of the main contents and results of the market research of Shangpu Consulting Company in the silane coupling agent industry:

Research objectives: to understand the market status, competitive landscape, import and export trade, market segments, downstream applications, development trends, etc. of the silane coupling agent industry, to provide customers with valuable market information and suggestions, and to provide a basis for formulating market strategies.

Research program: using a combination of comprehensive research and special research, using literature analysis, questionnaire, interview, case analysis and other methods, to collect and analyze a variety of data and information in the silane coupling agent industry, write market research reports, provide market research services.

Research activities: by consulting and analyzing the relevant literature at home and abroad, to obtain the basic information and background knowledge of the silane coupling agent industry, to provide reference and basis for the follow-up research. Through the design and distribution of questionnaires, to the silane coupling agent industry manufacturers, distributors, downstream users and other systematic data collection, to understand the silane coupling agent industry demand, satisfaction, preference, behavior and other market characteristics and changes. Through face-to-face or telephone conversations with experts, leaders and practitioners in the silane coupling agent industry, we can obtain in-depth information and insights about the silane coupling agent industry and explore problems and opportunities in the silane coupling agent industry. Through the detailed description and analysis of the typical or successful cases of the silane coupling agent industry, the experience and lessons of the silane coupling agent industry are refined. Through the collection and analysis of data and information system summary and presentation, write market research reports, provide market research services.

Research Report: The main contents and results of the market research report are as follows:

Market status: Silane coupling agent industry is showing a rapid development trend on a global scale, especially in Asia, where market demand and output are among the highest in the world. According to the data, the global market size of silane coupling agent in 2019 is about $2.5 billion, and is expected to reach $3.5 billion by 2024, with a compound annual growth rate of 7%. China is the world's largest producer and consumer of silane coupling agents. In 2019, the market size of China's silane coupling agents is about US $1 billion, accounting for 40% of the global market. It is expected to reach US $1.5 billion by 2024, with a compound annual growth rate of 10%.

Competition pattern: The competition pattern of silane coupling agent industry shows the characteristics of internationalization and diversification, the main competitors include foreign multinational chemical giants and domestic professional chemical enterprises. Foreign multinational chemical giants in the silane coupling agent industry has a strong technical advantage, brand advantage, channel advantage and capital advantage, occupy the leading position in the high-end market, mainly Dow Chemical, Evonik, Shin Yue Chemical, Wacker, Moment and so on. Domestic professional chemical enterprises in the silane coupling agent industry has a strong cost advantage, market advantage, service advantage and innovation advantage, occupy the leading position in the low-end market, mainly Nanjing Shapu, Hangzhou Dahl, Jiangsu Seke, Zhejiang Feihong, Guangdong Jinpeng and so on.

Import and export trade: the import and export trade of silane coupling agent industry shows the characteristics of exports greater than imports, the main export markets for Asia, Europe and North America and other regions, the main import markets for Japan, Germany and the United States and other countries. According to the data, the export volume of China's silane coupling agent in 2019 is about 50000 tons, and the export value is about 0.3 billion billion US dollars, accounting for 30% of the global export market, ranking first in the world. China's import volume of silane coupling agent is about 10000 tons, and the import volume is about 0.1 billion US dollars, accounting for 10% of the global import market, ranking fourth in the world.

Market segments: Silane coupling agent industry segments are mainly divided according to the chemical structure and function of silane coupling agent, common vinyl silane, amino silane, epoxy silane, mercapto silane, methyl silane and so on. Different types of silane coupling agents have different properties and application areas, and the market demand and competition are also different. According to the data, the size and proportion of China's silane coupling agent market segment in 2019 are: vinylsilane 0.3 billion US dollars, 30%; Aminosilane 0.25 billion US dollars, 25%; Epoxy silane 0.2 billion US dollars, 20%; Mercaptosilane 0.15 billion US dollars, 15%; Methylsilane 0.05 billion US dollars, 5%; Other 0.05 billion US dollars, 5%.

Downstream applications: The downstream applications of the silane coupling agent industry are mainly divided according to the role and effect of silane coupling agents, such as rubber modification, plastic modification, coating modification, glass fiber treatment, adhesives, sealants, etc. Different downstream applications have different demand and quality requirements for silane coupling agents, and the market potential and growth rate are also different. According to the data, the scale and proportion of downstream applications of silane coupling agents in China in 2019 are: rubber modification 0.4 billion US dollars, 40%; Plastic modification 0.25 billion US dollars, 25%; Coating modification 0.15 billion US dollars, 15%; Glass fiber treatment 0.1 billion US dollars, 10%; Adhesive 0.05 billion US dollars, 5%; Sealant 0.05 billion US dollars, 5%.

Development trend: the development trend of silane coupling agent industry is affected by many aspects, mainly in the following aspects: first, with the recovery and development of the global economy, especially the growth of emerging markets, the market demand of silane coupling agent industry will continue to increase, especially in rubber, plastics, coatings and other fields of application will have greater growth space. Second, with the requirements of global environmental protection and energy conservation and emission reduction, the product structure of the silane coupling agent industry will develop in the direction of low volatility, low toxicity and high efficiency, especially the water-based silane coupling agent will become the future development direction. Third, with the progress and innovation of global science and technology, the technical level of silane coupling agent industry will continue to improve, especially in the development and application of new silane coupling agents will have a greater breakthrough, such as nano silane coupling agent, functional silane coupling agent and so on. Fourth, with the competition and cooperation in the global market, the industrial structure of the silane coupling agent industry will change, especially in international trade and regional integration, there will be greater opportunities and challenges, such as the Sino-US trade war and the Belt and Road Initiative.

Research services: According to the content and results of the market research report, Shangpu Consulting provides the following professional advice and suggestions to customers:

Market positioning: Customers should make reasonable market positioning according to their own advantages and disadvantages, as well as market opportunities and threats, and determine their target market, target customers, target products and target prices in order to achieve market differentiation and competitive advantage. Specifically, customers can consider the following aspects: First, in the domestic market, customers should focus on the middle and high-end market, with vinyl silane and aminosilane as the leading products, and rubber modification and plastic modification as the main applications., To improve product quality and performance, enhance brand awareness and reputation, and enhance customer loyalty and satisfaction. Second, in the international market, customers should focus on Asia, Europe and North America, with epoxy silane and mercaptosilane as the leading products, and coating modification and glass fiber treatment as the main applications to reduce product costs and Risks, improve product competitiveness and market share, and expand the scope and quantity of customers.

Market strategy: customers should formulate appropriate market strategies according to their own market positioning, including product strategy, price strategy, channel strategy and promotion strategy, in order to realize the effective development and occupation of the market. Specifically, customers can consider the following aspects: First, in terms of product strategy, customers should focus on product development and innovation, and develop new silane coupling agents that meet market demand and expectations, such as water-based silane coupling agents, nano-silane coupling agents, Functional silane coupling agents, etc., to increase the added value and differentiation of products. Second, in terms of pricing strategy, customers should adopt different pricing methods according to different markets and customers, such as cost-plus method, market demand method, competitor method, etc., in order to achieve reasonable pricing and profit maximization of products. Third, in terms of channel strategy, customers should adopt different channel models according to different markets and products, such as direct sales, agency, distribution, joint, etc., in order to achieve effective distribution and coverage of products. Fourth, in terms of promotion strategies, customers should adopt different promotion methods according to different markets and customers, such as advertising, public relations, sales promotion, personal sales, etc., in order to achieve effective product promotion and communication and establishment. Customers should establish and maintain good relations with all parties in the market according to their own market positioning and market strategy, such as with the government, industry associations, competitors, suppliers, channels, customers, etc., in order to achieve market coordination and cooperation, improve market trust and satisfaction.

The above is a summary of the main contents and results of the market research of Shangpu Consulting Company in the silane coupling agent industry. For more details and data, please refer to the market research report in the appendix. Shangpu Consulting Company hopes to provide customers with valuable market information and suggestions, provide basis and support for customers' market strategy, and contribute to customers' market success.