First, the concept of market research
Market research refers to the activity of investigating various phenomena and factors in the marketing environment by using scientific methods to discover and solve problems. The main purpose of market research is to provide reliable, effective and timely information for the decision-making and actions of enterprises, to help enterprises understand the current situation and trends of the market, to assess the opportunities and threats of the market, to formulate and implement market strategies and plans, and to improve the efficiency and effectiveness of the market.
The object of market research is the marketing environment, including the micro environment and the macro environment. The micro environment refers to the market participants directly faced by the enterprise, including consumers, competitors, middlemen, and merchants. The macro environment refers to the indirect or potential market factors that affect the enterprise, including politics, law, economy, society, culture, technology, nature, etc.
The content of market research is market-related information, including market size, structure, distribution, segmentation, demand, potential, growth, change, competition, satisfaction, loyalty, preference, behavior, attitude, opinion, perception, influence, etc.
The methods of market research are scientific methods, including qualitative and quantitative methods. Qualitative methods refer to methods for collecting and analyzing market information in an unstructured, subjective, and exploratory way, such as observation, interview, focus group, and case method. Quantitative methods refer to methods for collecting and analyzing market information in a structured, objective, descriptive or inferential way, such as questionnaires, experiments, statistical analysis, etc.
The steps of market research are scientific processes, including formulating research plans, determining research methods, collecting data, organizing data, analyzing statistical data, writing research reports, summarizing and giving feedback, etc.
Second, the role of market research
Market research plays an important role in the innovation and development of enterprises, which is mainly reflected in the following aspects:
1) Market research can help enterprises understand market demand and find market opportunities. Market demand refers to the existing or potential demand for a certain product or service in the market, which is the starting point and goal of enterprise innovation. Market opportunity refers to the unmet or incomplete demand for a certain product or service in the market, which is the driving force and space for enterprise innovation. Through market research, enterprises can timely, accurately and comprehensively understand the characteristics, changes, differences, potentials, etc. of market demand, and discover the direction, degree and value of market opportunities, so as to provide strong support and guidance for the innovation and development of enterprises.
2) Market research can help enterprises understand the competitive situation and improve their competitive advantage. The competitive situation refers to the strength, strategy, behavior, and effect of each competitor in the market, and is the background and pressure of enterprise innovation. Competitive advantage refers to the advantage of an enterprise relative to its competitors in the market, and is the result and goal of enterprise innovation. Through market research, enterprises can in-depth, meticulously and systematically understand the strengths, weaknesses, characteristics, trends, reactions, etc. of competitors, and evaluate their own advantages, disadvantages, characteristics, opportunities, threats, etc., so as to provide a strong basis and reference for the innovation and development of enterprises.
3) Market research can help enterprises understand customer satisfaction and improve customer loyalty. Customer satisfaction refers to the degree of customer satisfaction with the products or services provided by the enterprise, and is the standard and feedback of the enterprise's innovation. Customer loyalty refers to the degree of customer loyalty to the products or services provided by the enterprise, and is the driving force and benefit of enterprise innovation. Through market research, enterprises can effectively, timely and continuously understand customer needs, expectations, feelings, opinions, suggestions, etc., and evaluate customer satisfaction, loyalty, preferences, behaviors, influences, etc., so as to provide strong supervision and incentives for the innovation and development of enterprises.
3. Cases of market research
There are many successful cases of market research in promoting the innovation and development of enterprises, and the following three typical cases are selected for analysis:
1) Apple's market research and innovative development. Apple Inc. is a multinational technology company that designs, develops and sells consumer electronics, computer software and services, and is one of the most innovative and valuable companies in the world. Apple's innovative development is inseparable from its emphasis on market research and application. Apple's market research has the following characteristics:
Market research that focuses on user experience and user needs. Apple's market research not only focuses on users' needs for product functions, performance, etc., but also pays more attention to users' needs for product feelings, emotions, values, etc., with the goal of providing a high-quality user experience, to meet the potential needs of users and exceed user expectations, and to create innovative and differentiated products. Apple conducts market research on user experience and user needs in a variety of ways, such as observation, interviews, questionnaires, experiments, etc., to collect user feedback, opinions, suggestions, etc., and continuously improve and optimize the design and function of products. For example, when Apple developed the iPhone, it collected users' daily life and work habits, simulation methods, etc., and designed innovative and easy-to-use multi-touch screens, virtual keyboards, app stores and other functions by collecting users' usage methods, needs, preferences, and dissatisfaction with mobile phones.
Market research that focuses on market trends and market opportunities. Apple's market research not only focuses on the current market demand and competitive situation, but also pays attention to future market changes and development directions, with the goal of grasping market trends and discovering market opportunities, to create forward-looking and leading products. Apple conducts market research on market trends and market opportunities in a variety of ways, such as observation method, interview method, statistical analysis method, ** method, etc., collects market data, information, opinions, expectations, etc., analyzes the market size, structure, distribution, segmentation, growth, changes, etc., and discovers market potential, gaps, gaps, demand, etc. For example, when Apple developed the iPad, it discovered the gap between laptops and smartphones through market research, and created a new product category, namely tablets.
Market research that focuses on competitors and competitive advantages. Apple's market research not only focuses on its own products and services, but also pays attention to the products and services of competitors, with the goal of improving competitive advantage and creating superior and differentiated products with the guidance of distinguishing competitors. Apple conducts market research on competitors and competitive advantages in a variety of ways, such as observation, interview, questionnaire, experiment, etc., collects information on competitors' products, channels, brands, innovations, etc., evaluates competitors' strengths, weaknesses, characteristics, trends, reactions, etc., determines their own advantages, disadvantages, characteristics, opportunities, threats, etc., and formulates corresponding competitive strategies and action plans. For example, when Apple developed the Apple Watch, it discovered the competitive space and differentiated needs of the smart watch market through the research of competitors, and designed an innovative and personalized smart watch, which not only has functions such as communication, health, and entertainment, but also has the characteristics of fashion, luxury, and diversity.
2) IKEA's market research and innovative development. IKEA is one of the world's largest furniture and home furnishings retailers, a global retail company that designs, manufactures and sells furniture and home furnishings. IKEA's innovative development is inseparable from its emphasis on market research and application. IKEA's market research mainly has the following characteristics:
Market research that focuses on consumer lifestyles and consumer needs. IKEA's market research not only focuses on consumers' needs for the function, performance, and quality of furniture and household products, but also pays more attention to consumers' lifestyles, living habits, life concepts, etc., with the goal of providing products and services suitable for consumers' lifestyles, and to meet the diversified and personalized needs of consumers, and create innovative and differentiated products and services. IKEA conducts market research on consumer lifestyles and consumer needs through a variety of methods, such as observation, interview, questionnaire, symposium, etc., to collect consumers' living environment, lifestyle, living needs, life satisfaction, etc., design furniture and household products that meet consumers' lifestyles, and provide services that meet consumer needs. For example, when IKEA entered the Chinese market, through the research on the lifestyle of Chinese consumers, it found the different needs and preferences of Chinese consumers for furniture and household products, such as the importance of space utilization, the need for storage functions, the preference for colors and patterns, etc., according to these needs and preferences, adjusted the design and function of some products, increased the variety and choice of some products, and made them more suitable for the lifestyle of Chinese consumers.
Market research that focuses on market changes and market opportunities. IKEA's market research not only focuses on the current market demand and competitive situation, but also pays attention to future market changes and development directions, with the goal of grasping market changes and discovering market opportunities, and creating forward-looking and leading products and services. IKEA conducts market research on market changes and market opportunities through a variety of methods, such as observation, interview, statistical analysis, etc., collects market data, information, opinions, expectations, etc., analyzes the market size, structure, distribution, segmentation, growth, changes, etc., and discovers market potential, gaps, gaps, demand, etc. For example, in the face of global and digital market changes, IKEA found the integration and localization needs of the global market, as well as the convenience and interaction needs of the digital market, and launched a global unified brand image and localized market strategy, as well as digital business models and interactive marketing methods, so as to make it more adaptable to market changes.
Market research that focuses on competitors and competitive advantages. IKEA's market research not only focuses on its own products and services, but also on the products and services of competitors, with the goal of improving competitive advantage and creating superior and differentiated products and services with the guidance of distinguishing competitors. IKEA conducts market research on competitors and competitive advantages through a variety of methods, such as observation, interviews, questionnaires, experiments, etc., collects information on competitors' products, channels, brands, innovations, etc., evaluates competitors' strengths, weaknesses, characteristics, trends, reactions, etc., determines their own advantages, disadvantages, characteristics, opportunities, threats, etc., and formulates corresponding competitive strategies and action plans. For example, in the face of competition from traditional furniture and household goods retailers, IKEA found the high cost, low efficiency, low quality, low service and other problems of traditional furniture and household goods retailers through the investigation of competitors, and put forward their own competitive advantages according to these problems, that is, products and services with low efficiency, high efficiency and high service, and achieved these competitive advantages through innovation in their own design, production, transportation, sales, installation and other links.
Market research that focuses on consumer experience and consumer needs. Starbucks' market research not only focuses on consumers' needs for the function, performance, and quality of coffee and other beverages, but also pays more attention to consumers' experience, emotion, value, etc., with the goal of providing high-quality consumer experience, and creating innovative and differentiated products and services to meet the diversified and personalized needs of consumers. Starbucks conducts market research on consumer experience and consumer needs through a variety of methods, such as observation, interviews, questionnaires, focus groups, etc., to collect consumers' consumption environment, consumption methods, consumer needs, consumer satisfaction, etc., design coffee and other beverages that meet consumer experience, and provide services that meet consumer needs. For example, when Starbucks developed the Frappuccino, it discovered consumers' needs and preferences for iced coffee through research on consumers' experiences and needs, and created a new coffee drink that not only has the aroma and taste of coffee, but also has the freshness and sweetness of ice-cold.
Market research that focuses on market innovation and market opportunities. Starbucks' market research not only focuses on the current market demand and competitive situation, but also pays attention to the future market innovation and development direction, with the goal of grasping market innovation and discovering market opportunities, to create forward-looking and leading products and services. Starbucks conducts market research on market innovation and market opportunities through a variety of methods, such as observation method, interview method, statistical analysis method, ** method, etc., collects market data, information, opinions, expectations, etc., analyzes the market size, structure, distribution, segmentation, growth, changes, etc., and discovers market potential, gaps, gaps, demand, etc. For example, in the face of the emerging market innovation of social ** and mobile Internet, Starbucks discovered the influence and opportunities of social ** and mobile Internet through market research, and launched its own social ** platform and mobile payment application to make it more suitable for market innovation.
Market research that focuses on competitors and competitive advantages. Starbucks' market research not only focuses on its own products and services, but also pays more attention to the products and services of competitors, with the goal of improving competitive advantage and creating superior and differentiated products and services with the guidance of distinguishing competitors. Starbucks conducts market research on competitors and competitive advantages through a variety of methods, such as observation, interview, questionnaire, experiment, etc., collects information on competitors' products, channels, brands, innovations, etc., evaluates competitors' strengths, weaknesses, characteristics, trends, reactions, etc., determines its own advantages, weaknesses, characteristics, opportunities, threats, etc., and formulates corresponding competitive strategies and action plans. For example, when Starbucks faced the competition of local coffee chains, it discovered the advantages, disadvantages, characteristics, trends, and reactions of local coffee chains through the research of competitors, and based on this information, put forward its own competitive advantages, that is, high-quality, high-service, high-experience products and services, and achieved these competitive advantages through its own brand, culture, atmosphere, social responsibility and other aspects of innovation.
Fourth, the suggestions and enlightenment of market research
Market research is an important means to promote the innovation and development of enterprises, but there are also some problems and challenges in market research, such as the complexity, uncertainty and dynamics of market information, the cost, efficiency and quality of market research, and the methods, technologies and tools of market research. In order to improve the effectiveness and value of market research, this paper puts forward the following suggestions and enlightenments:
1) Market research should be problem-oriented, clarify the purpose, object, content, method, and steps of the research, avoid blind and random market research, and improve the pertinence and effectiveness of market research.
2) Market research should be based on data, collect, sort, analyze and interpret market-related data, avoid subjective and one-sided market research, and improve the objectivity and scientificity of market research.
3) Market research should be aimed at innovation, discover, grasp and use market opportunities, avoid conservative and imitative market research, and improve the forward-looking and leading nature of market research.
4) Market research should take action as the result, transform the results of market research into market strategies and plans, avoid empty talk and waste of market research, and improve the practicability and efficiency of market research.
Conclusion
Market research is an activity that provides a basis for a company's decisions and actions by collecting, analyzing, and interpreting market-related information. Market research can not only help enterprises understand market demand, competitive situation, customer satisfaction, etc., but also stimulate innovative thinking, find market opportunities, and promote the innovation and development of enterprises. Starting from the concept, method, steps and functions of market research, combined with successful cases at home and abroad, this paper explains how to use market research to promote the innovation and development of enterprises, and provides some practical suggestions and enlightenment for enterprises. I hope this article can be helpful and enlightening for enterprises' market research and innovative development.