Enterprise training is a kind of human resource development activity that takes the enterprise as the organization or initiating unit to provide support for the improvement of organizational performance and the personal development of employees. The main contents of enterprise training include training labor services, training solutions and training content products, which are mainly provided by enterprise training organizations and enterprise training system manufacturers. In 2020, the scale of China's enterprise training market will reach 164.4 billion billion yuan, and it is expected to reach 331 billion billion yuan by 2025, with an average annual compound growth rate of 14.9.

The rapid development of enterprise training market, not only from the policy support, but also from the economic transformation, but also from the social changes. In this context, the consumer demand for corporate training is increasingly diversified, involving not only different industries, fields and positions, but also different learning purposes, methods and effects. Therefore, for enterprise training suppliers, understanding and meeting the needs of consumers is the key to enhance market competitiveness and service quality. Consumer research, as an effective market research method, is an important way to obtain and analyze consumer demand.

Consumer research refers to the process of collecting, sorting, analyzing and using consumer information in various ways to understand consumer characteristics, behaviors, attitudes, needs and satisfaction, so as to provide a basis for marketing decisions. The main objectives of consumer research are as follows:

Market positioning: through consumer research, we can determine the size, structure, characteristics and trends of the target market, so as to formulate appropriate market strategy and pricing strategy.

Product development: through consumer research, we can understand the needs, preferences and expectations of consumers for existing products or potential products, so as to carry out product innovation and optimization.

Service improvement: through consumer research, consumers' experience, satisfaction and loyalty to products or services can be evaluated, so as to improve service quality and efficiency.

Brand building: through consumer research, we can master consumers' cognition, attitude and emotion to the brand, so as to shape and enhance the brand image and reputation.

The main methods of consumer research are the following:

Questionnaire: It is a commonly used quantitative research method to collect basic information, opinions and suggestions from consumers by designing and issuing a series of questions.

In-depth interviews: Through face-to-face or telephone communication with consumers, in-depth understanding of consumer needs, motivations and psychology is a commonly used qualitative research method.

Focus group: It is a commonly used qualitative research method to explore consumers' views, feelings and behaviors by inviting a group of consumers to participate in a discussion led by a moderator.

Experimental method: It is a commonly used quantitative research method to observe the reaction and results of consumers by stimulating or intervening consumers under controlled conditions.

Observation method: It is a commonly used quantitative or qualitative research method to obtain real and natural data of consumers by directly or indirectly observing the behavior and environment of consumers.

Although the purposes and methods of consumer research are diverse, in the corporate training industry, consumer research still faces many difficulties and challenges, mainly including the following aspects:

Consumer identification: because the consumers of enterprise training involve many levels, such as enterprise decision makers, training leaders, training participants, etc., consumers at different levels may have different needs and expectations. Therefore, how to accurately identify and divide consumer groups is the first and most critical step of consumer research.

Demand analysis: due to the diversity, complexity and dynamics of enterprise training needs, different industries, fields and positions may have different training objectives, contents and methods, and with the change of market and technology, training needs will continue to change. Therefore, how to deeply explore and analyze the training needs of consumers is the core of consumer research, and it is also the most difficult step.

Satisfaction evaluation: because the effect of enterprise training is difficult to quantify, attribution and sustainability, different consumers may have different evaluation standards and feedback channels, and it may take some time for the training effect to appear. Therefore, how to objectively and comprehensively evaluate the training satisfaction of consumers is an important and most detailed step of consumer research.

In view of the difficulties of consumer research in the enterprise training industry, this paper combines the practical experience of Shangpu Consulting, and puts forward the following countermeasures and suggestions:

Consumer identification: the establishment of consumer portrait, the use of multi-dimensional data and indicators, such as consumer industry, scale, region, function, position, age, education, gender, etc., to segment and classify consumers, so as to determine the target consumer groups and representative consumer samples.

Demand analysis: using a hybrid research method, combining quantitative and qualitative methods, such as questionnaires, in-depth interviews, focus groups, etc., from consumers.

Demand analysis: Using a hybrid research method, combined with quantitative and qualitative methods, such as questionnaires, in-depth interviews, focus groups, etc., from the consumer's point of view, analysis of consumer training objectives, content, methods, time, frequency, budget, etc., to determine the consumer's training needs and preferences.

Satisfaction evaluation: Establish an evaluation system, using a variety of data and indicators, such as consumer feedback, behavior, performance, effect, etc., to conduct regular and systematic evaluation of consumer training satisfaction, so as to provide consumer training effectiveness and Suggestions for improvement.

Taking Shangpu Consulting as an example, this paper introduces the difficulties and countermeasures of consumer research in the enterprise training industry, hoping to provide valuable reference for enterprise training institutions and system manufacturers. Champu Consulting is a professional corporate training consulting company dedicated to providing customers with customized training solutions to help customers improve organizational performance and employee capabilities. Shangpu Consulting has rich industry experience and professional team, and has provided high-quality training services for many well-known enterprises, such as Huawei, Alibaba, Tencent, Baidu, Jingdong, Meituan, Didi, byte beat and so on. The service scope of Shangpu Consulting covers all aspects of enterprise training, including training needs analysis, training program design, training content development, trainer training, training implementation management, training effect evaluation, etc. The service features of Champ Consulting are reflected in the following aspects:

Customer-oriented: Shangpu Consulting is always oriented to customer needs and satisfaction, provides the most suitable training solutions according to the actual situation and goals of customers, and continuously optimizes and improves service quality and effectiveness.

Innovative thinking: Shangpu Consulting actively tracks and introduces the latest training concepts and technologies, such as online learning, micro-learning, game-based learning, social learning, etc., to provide customers with more diverse and efficient training experiences.

Professional ability: Shangpu Consulting has a high-quality professional team, including senior training consultants, trainers, course designers, project managers, etc., which can provide customers with all-round and one-stop training services.

Partners: Shangpu Consulting has established good cooperative relations with many excellent enterprise training system manufacturers, such as Learning Pass, Superstar, Good Future, NetEase Cloud Classroom, etc., which can provide customers with more complete and more convenient training platforms and tools.