Purpose of 1. Market Research

The purpose of market research is to solve problems in marketing and business decision-making and to provide useful information and advice. Market research can be divided into the following types:

Market environment analysis: research the market region, industry, economy, policy and other factors, to understand the market size, trends, opportunities and risks.

Market analysis of segments: research different segments or target markets in the market to understand the needs, characteristics, potential and competitiveness of the market.

Existing product research: research on existing products or services in the market to understand the product's functions, advantages and disadvantages, market share, user satisfaction, etc.

New product research: research on new products or services in the market, understand the concept, design, testing, promotion, etc.

Advertising and promotional activities research: research advertising and promotional activities in the market, to understand the content of the activities, effects, feedback, etc.

The purpose of market research is to help companies gain an advantage in the market, increase market share, increase sales revenue, increase customer loyalty, reduce costs and risks, innovate and improve products and services, and enhance brand image and reputation.

2. methods of market research

The methods of market research can be divided into qualitative and quantitative methods, qualitative methods are mainly through observation, interviews, discussions and other ways to obtain deep information and insight into the market, quantitative methods are mainly through questionnaires, experiments, statistics and other ways to obtain market data and analysis. The methods of market research can be flexibly selected and combined according to different purposes and problems. The common methods are as follows:

Focus groups: a qualitative approach, by inviting6-12Target users or experts, with a moderator leading the discussion to explore market needs, attitudes, feelings, problems, etc.

In-depth interview: A qualitative method to gain insight into market conditions and opinions through long face-to-face or telephone conversations with one or a few target users or experts.

Questionnaire: A quantitative method of collecting market data and feedback by designing a series of questions and issuing or sending questionnaires to a large number of target users or experts.

Experimental design: A quantitative method that analyzes the influence factors and effects of the market by setting different conditions or variables to test or observe the target users or experts.

Observational technology: A qualitative or quantitative method that obtains market information and phenomena by directly or indirectly observing the behavior or reaction of target users or experts.

Experimental market: A quantitative method of observing market reactions and results by launching new products or services, or conducting new advertising or promotional activities, in a representative market area.

The method of market research needs to select the appropriate method according to the objectives, problems, budget, time and other factors of market research, or use a variety of methods to improve the effectiveness and reliability of market research.

3. market research steps

The steps of market research refer to the whole process of market research, from determining the purpose and problems of market research, to collecting and analyzing the data of market research, to writing and submitting the report of market research. The steps of market research can be divided into the following stages:

Determine the purpose and problems of market research: clarify the background, objectives, scope and problems of market research, and provide guidance and basis for market research.

Design the plan of market research: select the methods, samples, tools, time, budget, etc. of market research to provide plans and arrangements for the implementation of market research.

Collect market research data: according to the market research program, the use of market research methods, from first-hand or second-hand sources, access to market research data and information.

Analysis of market research data: according to the purpose and problems of market research, the use of statistics, charts, models and other ways to organize, summarize, compare and explain the market research data.

Write market research report: according to the analysis of market research, the use of text, numbers, graphics and other ways, the preparation of market research report, including the title, summary, text, conclusions, recommendations and so on.

Submit market research reports: according to the requirements of market research customers or users, submit market research reports in appropriate forms and channels, and modify or supplement them according to feedback.

The steps of market research are a step-by-step process, and each step needs to be carefully implemented and checked to ensure the quality and effectiveness of market research.

Market Research Case of 4. Shangpu Consulting Group

Shangpu Consulting Group Co., Ltd. ("Shangpu Consulting"), founded in2008At the beginning of the year, formerly“Beijing Shangpu Information Consulting Co., Ltd.”. After more than ten years of hard work, Shangpu Consulting has accumulated rich experience and resources in the fields of industry research, market research, strategic consulting, management consulting, investment consulting, etc., and has provided professional consulting services to many well-known enterprises and institutions at home and abroad, Won wide praise and trust.

The core advantage of Shangpu Consulting is to have a high-quality, efficient and professional consulting team, as well as a set of perfect, scientific and innovative consulting methods and tools. The consulting team of Shangpu Consulting is composed of experts, consultants and analysts from different industries, fields and backgrounds. With rich practical experience and theoretical knowledge, it can provide customers with comprehensive, in-depth and personalized consulting services. The consulting methods and tools of Shangpu Consulting are based on the theory and practice of market research, combined with the independent research and development and innovation of Shangpu Consulting, forming a set of consulting solutions suitable for different industries, fields and problems, which can provide customers with accurate, effective and feasible consulting suggestions.

The market research ability of Shangpu consulting is one of the core competitiveness of Shangpu consulting. Shangpu consulting can design and implement professional market research projects according to customers' needs and problems, provide customers with valuable market information and insight, help customers solve the problems in marketing and enterprise decision-making, and enhance their competitiveness and profitability. The following is a market research case of Champ Consulting:

1. Customer background and questions

The customer is a well-known home appliance manufacturer in China, mainly producing and selling air conditioners, refrigerators, washing machines and other products, with a high market share and brand awareness. The problem facing customers is that with the intensification of market competition and the diversification of consumer demand, the customer's product sales and profits have shown a downward trend. Customers hope to improve their market competitiveness and profitability by developing new products and markets. ability.

2. Purpose and problems of market research

Shangpu Consulting has designed a market research project for customers to help customers understand the needs, competition, opportunities and risks of the market, and provide guidance and suggestions for customers' new product development and market expansion. The main objectives and questions of market research are as follows:

Analyze the current situation and trend of the home appliance market, and understand the market scale, growth, structure, distribution, etc.

Analyze the market segments and target markets of the home appliance market, and understand the market demand, characteristics, potential, competitiveness, etc.

Analyze consumer behavior in the home appliance market to understand consumer purchase motivation, preferences, satisfaction, and loyalty.

Analyze the competitors in the home appliance market and understand the competitors' products, prices, channels, promotions, advantages and disadvantages, etc.

Analyze the opportunities and risks of new products and new markets in the home appliance market, and understand the concept, design, testing, and promotion of new products and new markets.

3. Market research methods and samples

Champ Consulting has selected the following market research methods and samples for its clients:

Focus groups: Invited8focus groups, each consisting8It is composed of different home appliance consumers, and a professional host of Shangpu Consulting will guide the discussion to explore consumers' needs, attitudes, feelings, and problems in the home appliance market.

In-depth interview: Interviewed20Experts, consultants, analysts, distributors, etc. in the home appliance industry have an in-depth understanding of the home appliance market and opinions.

Questionnaire: A design containing30Questionnaire,1000Consumers of home appliances issue or send questionnaires to collect consumer data and feedback on the home appliance market.

Experimental design: set up different products, prices, channels, promotions and other conditions, right200Consumers of home appliances conduct tests or observations to analyze the factors and effects of consumers' influence on new products and new markets.

Observation technology: Obtain information and phenomena of the home appliance market by directly or indirectly observing the purchase or use behavior or reaction of home appliance consumers.

4. Market research analysis and report

According to the purpose and problems of market research, Shangpu Consulting collates, summarizes, compares and explains the data of market research by means of statistics, charts and models, and draws the following main analysis results and conclusions:

The current situation and trend of the home appliance market: The home appliance market is a mature and stable market with low market size and growth rate, relatively concentrated market structure and distribution, fierce market competition, diversified market demand, and coexistence of market opportunities and risks.

Market segments and target markets of the home appliance market: The home appliance market can be subdivided according to product types, price ranges, functional characteristics, consumer groups and other dimensions. Different market segments have different needs, characteristics, potential, competitiveness, etc., Among them, high-end, intelligent, energy-saving, environmental protection and other market segments have higher attractiveness and development space.

Consumer behavior in the home appliance market: Consumer behavior in the home appliance market is affected by many factors, such as personal characteristics, social factors, psychological factors, situational factors, etc. Consumers' purchase motivation is mainly to meet the needs of life, improve the quality of life, and pursue individualization and fashion, etc. Consumers' preferences are mainly brand, function, price, service, etc. Consumers' satisfaction and loyalty are relatively high, but there is also some risk of loss.

Competitors in the home appliance market: There are many competitors in the home appliance market, mainly including well-known home appliance brands at home and abroad, such as Gree, Midea, Haier, Hisense, Panasonic, Samsung,LGCompetitors have certain advantages and disadvantages in terms of products, prices, channels, and promotions, and the competition between competitors is mainly through product innovation, branding, channel expansion, and promotional activities.

Opportunities and risks of new products and new markets in the home appliance market: The opportunities and risks of new products and new markets in the home appliance market are interrelated. The opportunities of new products and new markets mainly come from changes in market demand, technological progress, and policy support., Social responsibility, etc., the risks of new products and new markets mainly come from market uncertainty, competitive pressure, consumer acceptance, legal norms, etc. Therefore, the development of new products and new markets requires adequate market research and testing to assess the feasibility and viability of new products and new markets, as well as the development of appropriate marketing strategies and business decisions.

According to the analysis and conclusion of market research, Shangpu Consulting has prepared a detailed market research report for customers, including title, summary, text, conclusion, suggestion and other parts. It shows the process and results of market research in the form of words, numbers and graphics, and provides the following main suggestions for customers:

In terms of products, customers should strengthen R & D and investment in high-end, intelligent, energy-saving, environmental protection and other market segments, launch new products that meet market demand and consumer preferences, improve product functions, quality, innovation and differentiation, and enhance product competitiveness and attractiveness.

In terms of price, customers should formulate reasonable price strategies according to different product types, market segments, target markets, competitors and other factors, balance the cost and profit of products, improve the cost performance and market share of products, and increase the sales revenue and profit of products.

In terms of channels, customers should expand diversified channels, including traditional offline channels and emerging online channels, establish and maintain good channel relationships, improve channel coverage and efficiency, increase product sales and distribution, and increase product market share and brand awareness.

In terms of promotion, customers should adopt a variety of promotional methods, including advertising, public relations, sales promotion, direct marketing, etc., to improve product awareness, awareness, attitude and behavior, increase the purchase and use of products, and improve product satisfaction and loyalty.

The market research program of Shangpu Consulting provides customers with professional market information and insights, helps customers understand market needs, competition, opportunities and risks, provides guidance and suggestions for customers' new product development and market expansion, and improves customers' Market competitiveness and profitability.

Conclusion

Market research is a kind of information management activities that use scientific methods to collect, record and organize information and data about target groups in a purposeful and systematic way, analyze the situation of groups, understand the current situation of groups and their development trends, and provide objective and correct information for forecasting and decision-making. Market research is of great significance to the development of enterprises, it can help enterprises to understand the market demand, competitive situation, consumer behavior, product advantages, etc., so as to formulate effective marketing strategies and enterprise decision-making, enhance the competitiveness and profitability of enterprises. Shangpu Consulting Group is a professional consulting service organization. It has a high-quality, high-efficiency and high-professional consulting team, as well as a set of perfect, scientific and innovative consulting methods and tools. It can provide customers with all-round, in-depth and personalized consulting services, especially in market research. Shangpu Consulting has strong market research capabilities, which can be based on customer needs and problems, design and implement professional market research projects to provide customers with valuable market information and insights, help customers solve problems in marketing and corporate decision-making, and enhance their competitiveness and profitability.