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Shangpu Consulting Group: Three Mistakes in Enterprise Market Research, Have You Cone

2024-07-18 10:32:16  来源:尚普咨询  浏览量:0

市场调查是企业了解市场需求、竞争态势、消费者行为、产品优势等方面的重要手段,是企业制定战略和决策的重要依据。然而,很多企业在进行市场调查时,会陷入一些常见的误区,导致市场调查的效果大打折扣,甚至造成错误的判断和决策。尚普咨询集团作为一家专业的市场调查和咨询机构,拥有多年的市场调查经验和丰富的行业案例,从专业的角度,分析了企业市场调查的三大误区,分别是:

误区一:过度依赖数据,忽视洞察

数据是市场调查的基础,但是数据并不等于真相。很多企业在进行市场调查时,会过度依赖数据,认为数据就是客观的事实,就能反映市场的真实情况。然而,数据往往是片面的、有限的、甚至是有误的,如果没有深入的分析和解读,就不能得到有效的洞察和启示。例如,一家汽车企业在进行市场调查时,发现自己的产品在某个细分市场的销量远远低于竞争对手,于是认为自己的产品在这个细分市场没有竞争力,需要进行改进或者放弃。但是,如果深入分析这个细分市场的消费者特征、购买动机、使用场景等方面,就会发现,这个细分市场的消费者并不是自己的目标客户,他们的需求和价值观与自己的产品不匹配,所以销量低并不意味着产品不好,而是市场定位不准。因此,企业在进行市场调查时,不能只看数据,还要看数据背后的故事,从数据中挖掘出有价值的洞察,才能指导正确的战略和决策。

误区二:缺乏客观性,受到偏见的影响

客观性是市场调查的原则,但是很多企业在进行市场调查时,会受到自己或者他人的偏见的影响,导致市场调查的结果失真或者失效。这些偏见可能来自于企业自身的认知、情感、经验、利益等方面,也可能来自于市场调查的对象、方法、过程、环境等方面。例如,一家服装企业在进行市场调查时,发现自己的产品在某个年龄段的消费者中很受欢迎,于是认为这个年龄段的消费者就是自己的核心客户,需要重点开发和维护。但是,如果客观地分析这个年龄段的消费者的购买力、忠诚度、口碑等方面,就会发现,这个年龄段的消费者并不是自己的核心客户,他们的购买力低,忠诚度低,口碑差,而是自己的边缘客户,需要适当关注和满足。因此,企业在进行市场调查时,不能受到自己或者他人的偏见的影响,要保持客观的态度和方法,才能得到真实和有效的市场调查结果。

误区三:忽略市场变化,缺乏动态跟踪

市场是变化的,市场调查是动态的。很多企业在进行市场调查时,会忽略市场的变化,认为市场调查是一次性的活动,只要做好一次市场调查,就能掌握市场的规律和趋势。然而,市场是不断变化的,受到各种内外部因素的影响,市场的需求、竞争、环境等方面都会发生变化,如果不及时跟踪和更新市场调查的结果,就会导致市场调查的失效或者过时。例如,一家餐饮企业在进行市场调查时,发现自己的产品在某个季节的消费者中很受欢迎,于是认为这个季节就是自己的旺季,需要加大投入和推广。但是,如果不及时跟踪和更新市场调查的结果,就会发现,这个季节的消费者的喜好和行为已经发生了变化,他们对自己的产品的需求和评价已经降低,而是对其他的产品更感兴趣,所以这个季节并不是自己的旺季,而是自己的淡季。因此,企业在进行市场调查时,不能忽略市场的变化,要进行动态的跟踪和更新,才能保持市场调查的有效性和时效性。

Conclusion

市场调查是企业制定战略和决策的重要依据,但是企业在进行市场调查时,要避免陷入常见的误区,提高市场调查的质量和效果。本文从尚普咨询集团的专业角度,分析了企业市场调查的三大误区,分别是:过度依赖数据,忽视洞察;缺乏客观性,受到偏见的影响;忽略市场变化,缺乏动态跟踪。本文还提出了相应的解决方法和建议,帮助企业避免这些误区,提高市场调查的质量和效果。具体来说,企业在进行市场调查时,应该:

不要只看数据,还要看数据背后的故事,从数据中挖掘出有价值的洞察,指导正确的战略和决策。

不要受到自己或者他人的偏见的影响,要保持客观的态度和方法,得到真实和有效的市场调查结果。

不要忽略市场的变化,要进行动态的跟踪和更新,保持市场调查的有效性和时效性。



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