Purpose of 1. Consumer Research

Consumer research is an important means for online car companies to understand the market and competitive environment, formulate marketing strategies and product innovation. Through consumer research, online car companies can achieve the following objectives:

Identify and classify consumer groups and understand the characteristics, needs, preferences, behaviors and satisfaction of different consumers in order to provide differentiated services and products;

Assess and forecast consumer demand and willingness to pay in order to develop appropriate pricing and promotion strategies;

Monitor and analyze consumer satisfaction and loyalty in order to improve consumer retention and repurchase rates and enhance brand influence and reputation;

Explore and identify potential consumer needs and emerging trends for product innovation and market expansion to enhance competitive advantage and market share.

2. the object of consumer research

The object of consumer research refers to the consumer groups that online car-hailing companies need to understand and influence, including existing consumers and potential consumers. Existing consumers refer to consumers who have used online car-hailing services, and potential consumers refer to consumers who are likely to use online car-hailing services. The object of consumer research can be divided according to the following dimensions:

Geographical dimension: divided according to the region, city, and region where the consumer is located, such as first-tier cities, second-tier cities, and third-tier cities;

Demographic dimension: according to the age, gender, income, education, occupation, etc. of consumers, such as youth, women, high income, high education, white-collar workers, etc;

Psychological dimension: divided according to consumers' personality, values, lifestyle, consumption motivation, such as openness, rationality, fashion, convenience, safety, etc;

Behavior dimension: It is divided according to the usage frequency, usage scenario, usage time, usage mode, etc. of consumers, such as high frequency, commuting, night, carpooling, etc.

Methods of 3. Consumer Research

The method of consumer research refers to the way in which online car companies collect and obtain consumer information, which is mainly divided into quantitative research and qualitative research. Quantitative research refers to the quantitative measurement and analysis of consumer characteristics, needs, preferences, behavior and satisfaction through numerical and statistical methods, such as questionnaires, data mining, experimental design, etc. Qualitative research refers to the in-depth understanding and explanation of consumers' feelings, thoughts, motivations, attitudes and expectations through language and images, such as interviews, observations, focus groups, case studies, etc.

The choice of consumer research methods should be comprehensively considered according to the purpose, object, content and resources of consumer research. Generally speaking, quantitative research is suitable for extensive and systematic understanding of consumers' basic situation, demand and willingness to pay, while qualitative research is suitable for in-depth and detailed exploration of consumers' deep demand, potential demand and consumption motivation. At the same time, quantitative research and qualitative research can complement and verify each other to form a complete and effective consumer research program.

Analysis of 4. Consumer Research

The analysis of consumer research refers to the process of sorting, summarizing, interpreting and applying the results of consumer research by online car-hailing companies, which mainly includes the following steps:

Data cleaning: screening, verification, processing and conversion of the original data of consumer research to improve the quality and availability of data;

Data analysis: describe, infer, correlate and predict the cleaning data of consumer research to reveal the laws and trends of the data;

Data presentation: Visualize, report and display the analysis results of consumer research to convey the information and value of the data;

Data application: According to the results of consumer research, formulate and implement corresponding marketing strategies and product innovation to achieve consumer satisfaction and enterprise development.

The Case of 5. Consumer Research

In order to more specifically explain the key steps and techniques of consumer research, this article will combine the specific cases of Shangpu consulting service customers to show the practical application and value of consumer research.

Case 1: Consumer Satisfaction Survey of an Online Car-hailing Platform

A network about car platform is the leading domestic network about car service provider, has a huge user base and market share. In order to improve consumer loyalty and word-of-mouth, the platform commissioned Shangpu Consulting to conduct consumer satisfaction surveys to understand consumers' evaluations and suggestions on online car-hailing services.

Shangpu Consulting adopted a combination of quantitative research and qualitative research to conduct a comprehensive and in-depth survey of the existing consumers of the platform. In terms of quantitative research, Shangpu Consulting quantitatively measured and analyzed consumers' basic information, frequency of use, scene of use, time of use, mode of use, satisfaction, loyalty and so on through online questionnaires. In terms of qualitative research, Shangpu Consulting has conducted in-depth understanding and explanation of consumers' feelings, thoughts, motivations, attitudes and expectations through telephone interviews and focus groups.

Shangpu Consulting conducted data cleaning, data analysis, data presentation and data application steps on the results of consumer research, and concluded the following mainConclusionand recommendations:

The overall level of consumer satisfaction of the platform is high, but there are differences in different dimensions and groups. Consumers are more satisfied with the safety, convenience, price performance and other aspects of the online car-hailing service, but they are more dissatisfied with the punctuality, comfort, and service attitude of the online car-hailing service. At the same time, different geographical, demographic, psychological and behavioral dimensions of consumer satisfaction are also different, such as first-tier cities, women, high income, highly educated, white-collar, fashion, convenience, safety and other dimensions of consumer satisfaction is relatively low;

The platform's consumer loyalty and reputation also need to be improved. Consumers' willingness to reuse and recommend the platform is weak, which is mainly affected by consumer satisfaction, competitive pressure, and the influence of substitutes. Consumers' brand awareness and preference for the platform is not strong enough, which is mainly affected by brand image, brand difference, brand emotion and other factors.

Based on the aboveConclusion, Champ Consulting gives the following recommendations:

The platform should strengthen the monitoring and improvement of consumer satisfaction, focus on the aspects and dimensions of consumer dissatisfaction, and take corresponding improvement measures, such as improving driver training and assessment, optimizing scheduling and dispatch algorithms, and improving the quality of vehicles And standards, increase the added value and personalization of services;

The platform should strengthen the cultivation and promotion of consumer loyalty and word-of-mouth, focus on consumers' willingness to reuse and recommend, and take corresponding incentive measures, such as providing incentive mechanisms such as coupons, points and members, carrying out marketing activities such as user communities, activities and interactions, and increasing users' stickiness and participation;

The platform should strengthen the shaping and differentiation of the brand, focus on the brand's cognition, preference and emotion, and take corresponding communication measures, such as establishing the core value and concept of the brand, highlighting the characteristics and advantages of the brand, building the story and personality of the brand, and increasing the influence and loyalty of the brand.

Case 2: Consumer Demand Forecast of an Online Car-hailing Platform

A network about car platform is a new domestic network about car service providers, with innovative products and models. In order to better grasp market opportunities and competitive advantages, the platform commissioned Shangpu Consulting to conduct consumer demand forecasting, evaluate and predict consumers' demand and willingness to pay.

Champu Consulting used a combination of quantitative and qualitative research to conduct a comprehensive and in-depth survey of potential consumers of the platform. In terms of quantitative research, Shangpu Consulting has quantitatively measured and analyzed consumers' basic information, frequency of use, scenario of use, time of use, mode of use, demand, willingness to pay, etc. through data mining and experimental design. In terms of qualitative research, Shangpu Consulting has conducted in-depth understanding and explanation of consumers' feelings, thoughts, motivations, attitudes and expectations through interviews and case studies.

Shangpu Consulting conducted data cleaning, data analysis, data presentation and data application steps on the results of consumer research, and concluded the following mainConclusionand recommendations:

The consumer demand of the platform has great market potential, but there are differences in different dimensions and groups. Consumers' demand for online car-hailing services is affected by consumers' frequency of use, usage scenarios, usage time, usage methods and other factors. For example, consumer demand in dimensions such as high frequency, commuting, night, and carpooling is relatively high. At the same time, different geographical, demographic, psychological and behavioral dimensions of consumer demand are also different, such as first-tier cities, youth, high income, highly educated, white-collar, fashion, convenience, safety and other dimensions of consumer demand is relatively high;

The platform's consumer willingness to pay has a large room for improvement, but there are differences in different dimensions and groups. Consumers' willingness to pay for online car-hailing services is affected by consumers' demand, price sensitivity, competitive pressure, the influence of substitutes and other factors, such as high demand, low sensitivity, low competition, no substitution and other dimensions of consumers' willingness to pay is relatively high. At the same time, consumers' willingness to pay is also different in different geographical, demographic, psychological and behavioral dimensions, such as first-tier cities, youth, high income, high education, white-collar workers, fashion, convenience, security and other dimensions of consumers' willingness to pay is relatively high.

Based on the aboveConclusion, Champ Consulting gives the following recommendations:

The platform should strengthen the evaluation and prediction of consumer demand, focus on the frequency of consumer use, usage scenarios, usage time, usage patterns and other factors, and take corresponding adjustment measures, such as optimizing supply and demand matching, improving service availability, expanding service scenarios, enriching service methods, etc;

The platform should strengthen the evaluation and prediction of consumers' willingness to pay, focus on factors such as consumer demand, price sensitivity, competitive pressure, and the impact of substitutes, and take corresponding adjustment measures, such as formulating reasonable pricing strategies to improve services Cost-effective, increase service differentiation, and reduce service substitution.