A market research company is a professional service organization that provides market information, analysis and advice to the client. The customers of market research companies include enterprises, governments, social organizations and other market entities. They need market research companies to help them understand the market environment, consumer behavior, competitor trends, industry trends and other information in order to formulate effective market strategies and marketing decisions. How to improve the competitiveness and market share of the client is an important issue for market research companies. From the perspective of market research companies, this paper analyzes the value proposition, service process, core competence and innovation strategy of market research companies, and puts forward the following suggestions:

1. clarify the positioning and objectives of the market research company, and select the appropriate market segmentation and service scope

The positioning and target of the market research company is the basis of the market research company, which determines the development direction and strategic choice of the market research company. Market research companies should determine their market positioning according to their own resources, capabilities, experience and advantages, that is, to clarify what kind of market research company they are and what kind of market research services they provide for what kind of clients. The positioning of market research companies can be considered from the following dimensions:

Service object: market research companies can choose their own target customer groups according to the type, scale, industry, region and other characteristics of the entrusting party, such as focusing on providing market research services for large enterprises, small and medium-sized enterprises, government agencies, non-profit organizations, etc., or focusing on providing market research services for a certain industry, field, market, etc.

Service content: market research companies can choose their own service content according to the information needs, decision-making purposes, problem types and other characteristics of the entrusting party, such as providing market research, market analysis, market consulting, market training and other different levels and forms of services, or providing quantitative research, qualitative research, mixed research and other different methods and technical services.

Scope of services: market research companies can choose their own scope of services according to their own resources, capabilities, experience and advantages, such as providing a full range of market research services, covering all aspects of data collection, data analysis, data presentation, data application, etc. Or provide part of the market research services, focusing only on a certain link or a certain field of market research services.

The positioning and objectives of the market research company should match the market demand, competitive situation, customer expectations and other factors. It should not only have its own characteristics and advantages, but also have its own market space and development potential. Market research companies should choose the appropriate market segmentation and service scope according to their own positioning and objectives, that is, to clarify which markets they want to enter and which market research services they want to provide to which clients. The choice of market segmentation and service scope should be based on the resources, capabilities, experience and advantages of the market research company, as well as the market size, growth, competition, profit and other factors, not only have sufficient market demand and market potential, but also have low market risk and market barriers.

2. provide high-quality market research services to meet the client's information needs and decision support

The core value of the market research company is to provide high-quality market research services to the client to meet the client's information needs and decision support. The market research company should design a suitable market research plan according to the problems and purposes of the entrusting party, adopt effective market research methods and tools, collect accurate and comprehensive market data, conduct in-depth and professional market analysis, put forward valuable and useful market suggestions, present clear and convincing market reports, and help the entrusting party solve market problems and achieve market goals. Market research companies should follow the following principles to improve the quality of market research services:

Customer orientation: The market research company should be guided by the needs and satisfaction of the client, fully understand and communicate the client's problems and purposes, formulate a market research plan that meets the client's budget, time, quality and other requirements, timely feedback and report the progress and results of the market research, actively listen to and handle the client's opinions and suggestions, and continuously improve and optimize the quality and effect of market research services.

Professional level: market research companies should have professional market research knowledge, skills and experience, use scientific market research theories and methods, select appropriate market research tools and technologies, ensure the validity and reliability of market data, use advanced market analysis models and technologies, enhance the depth and breadth of market analysis, and use innovative market proposal methods and technologies to increase the practicability and feasibility of market proposals.

Quality control: market research companies should establish a sound quality control system for market research, formulate strict quality standards and norms for market research, effectively supervise and evaluate all links and processes of market research, discover and correct errors and defects in market research in a timely manner, and ensure the quality and accuracy of market research.

Value transfer: Market research companies should focus on the value transfer of market research, that is, to make the client understand and recognize the value and significance of market research, so that the client can effectively use the results and recommendations of market research to maximize the value of market research. The market research company should adopt the market report form and method suitable for the client, such as written report, oral report, video report, chart report, etc., so that the content and form of the market report can attract and persuade the client, and improve the influence and readability of the market report. The market research company should also provide follow-up market research services, such as following up the implementation and effectiveness of the client's market strategy and marketing decisions, providing market research updates and corrections, providing market research advice and training, and improving the sustainability and continuity of market research.

3. the establishment of long-term cooperative relationship, enhance the trust and loyalty of the client

The success of a market research company depends not only on the quality of the market research service, but also on the relationship between the market research company and the client. The market research company should strive to establish long-term cooperative relationship, enhance the trust and loyalty of the client, so as to increase the competitive advantage and market share of the market research company. Market research companies should follow the following principles to establish long-term cooperative relations:

The principle of good faith: the market research company should abide by the ethics and norms of market research, protect the interests and privacy of the client, do not disclose or abuse the market information and data of the client, do not cooperate with or use the market information and data of the client, do not make false or misleading market research results and suggestions, do not violate or damage the market objectives and interests of the client, and maintain the integrity and reputation of the market research company, win the trust and respect of the client.

Communication principle: the market research company should maintain good communication with the entrusting party, timely understand and feedback the market demand and problems of the entrusting party, timely report and exchange the progress and results of the market research, timely listen to and handle the opinions and suggestions of the entrusting party, timely solve and coordinate the problems and conflicts of the market research, enhance the transparency and interaction of the market research, and improve the participation and satisfaction of the entrusting party.

Service principle: the market research company should provide high-quality service for the client, not only to meet the basic needs of the client, but also to exceed the expectations of the client, not only to provide standard services, but also to provide customized services, not only to provide one-time services, but also to provide continuous services, not only to provide professional services, but also to provide personalized services, to create added value and differentiation of market research, increase the client's recognition and appreciation.

Relationship principle: the market research company should establish a stable relationship with the entrusting party. It should not only maintain a formal cooperative relationship, but also develop an informal friendly relationship. It should not only pay attention to the market problems and goals of the entrusting party, but also care about the personal situation and feelings of the entrusting party. It should not only communicate and cooperate with the decision makers and executors of the entrusting party, but also communicate and cooperate with other relevant personnel of the entrusting party, form a cooperative network and social capital for market research to enhance the influence and affinity of market research.

Improve the efficiency and effectiveness of market research 4. continuous innovation of market research methods and tools.

The development of market research companies can not stand still, to adapt to the changes and development of the market, to constantly innovate market research methods and tools, improve the efficiency and effectiveness of market research, so as to improve the competitiveness and market share of the client. Market research companies should follow the following principles and innovate market research methods and tools:

Demand-oriented: market research companies should innovate market research methods and tools according to the needs of the market and clients, such as developing new market research methods and tools for emerging market subjects, market problems, market goals, etc., or improving and optimizing market research methods and tools for the shortcomings and limitations of existing market research methods and tools, make market research methods and tools better adapt to the needs of the market and the client, and improve the pertinence and effectiveness of market research.

Technology-driven: Market research companies should use new technologies to innovate market research methods and tools, such as using big data, cloud computing, artificial intelligence, blockchain and other technologies to improve the collection, storage, analysis, presentation, and application of market data. Ability, or use mobile devices, social media, virtual reality, augmented reality and other technologies, improve the coverage, participation, experience and interaction of market research, so that market research methods and tools can make better use of new technologies and improve the efficiency and effectiveness of market research.

Learning and reference: market research companies should learn and learn from innovative market research methods and tools from other fields and industries, such as social science, natural science, engineering technology, management and other fields, introduce and integrate innovative market research theories and methods, or imitate and borrow innovative market research tools and technologies from other industries and fields, to enable market research methods and tools to better learn from and integrate innovations in other fields and industries, and to improve the diversity and creativity of market research.

Practice test: market research companies should test and evaluate innovative market research methods and tools through practice, such as verifying and comparing the feasibility and advantages and disadvantages of innovative market research methods and tools through experiments and tests, or observing and analyzing the actual effects and influences of innovative market research methods and tools through cases and feedback, so that market research methods and tools can better withstand the test and evaluation of practice, improve the credibility and adaptability of market research.

5. attention to market changes and customer feedback, continuous improvement and optimization of market research services

The innovation of market research companies should not stop at the innovation of market research methods and tools, but also pay attention to market changes and customer feedback, and continuously improve and optimize market research services, so as to improve the competitiveness and market share of the client. Market research companies should follow the following principles to continuously improve and optimize market research services:

Market attention: Market research companies should pay close attention to market changes and development, such as market scale, structure, demand, competition, opportunities, risks, etc., timely capture and analyze market dynamics and trends, predict and judge market changes and impacts, Adjust and update the direction and content of market research, adapt to and lead market changes and development.

Customer attention: market research companies should pay close attention to customer feedback and evaluation, such as customer satisfaction, loyalty, recommend, complaints, retention, etc., collect and analyze customer opinions and suggestions in a timely manner, evaluate and measure the value and effect of market research, improve and enhance the quality and service of market research, and meet and exceed customer expectations and needs.

Learning attention: market research companies should pay close attention to learning opportunities and resources, such as market research theories and methods, tools and techniques, cases and experiences, standards and norms, etc., timely acquire and absorb new knowledge and skills of market research, update and improve the knowledge and ability of market research, innovate and optimize the theory and practice of market research, and enhance and maintain the professional level and leading position of market research.

Improvement concerns: market research companies should pay close attention to the needs and space for improvement, such as market research processes and processes, methods and tools, analysis and recommendations, reports and presentations, etc., to discover and identify problems and deficiencies in market research in a timely manner, to find and formulate measures and plans for improvement and optimization of market research, and to implement and implement actions and plans for improvement and optimization of market research, improve and ensure the efficiency and effectiveness of market research.

In short, how to improve the competitiveness and market share of the client is a problem worthy of in-depth study and discussion. From the perspective of the market research company, this paper analyzes the value proposition, service process, core competence and innovation strategy of the market research company, and proposes to clarify the positioning and objectives of the market research company, select the appropriate market segmentation and service scope, provide high-quality market research services, meet the information needs and decision support of the client, establish a long-term cooperative relationship, and enhance the trust and loyalty of the client, continuously innovate market research methods and tools, improve the efficiency and effectiveness of market research, pay attention to market changes and customer feedback, continuously improve and optimize market research services and other suggestions, hoping to help and inspire market research companies and clients.