Industrial park refers to an industry-led, gathering related enterprises, institutions, talents, resources and services to form a region with a certain scale and characteristics, which is an important carrier and engine of China's economic development. The development of industrial parks requires scientific planning, construction, operation and investment, and market research is an important means and tool for these activities in industrial parks. Market research refers to the process of collecting, collating, analyzing, and interpreting information about the market to understand the current situation, trends, opportunities, and challenges of the market, and to provide basis and recommendations for decision-making. Market research can help industrial parks determine the target market, position the industrial direction, formulate development strategies, evaluate market potential, optimize product structure, formulate marketing strategies, and enhance competitiveness.
Market research is a systematic project that requires certain methods, processes, and techniques to be followed. In general, the methods of market research can be divided into two main categories, namely qualitative research and quantitative research. Qualitative research refers to an in-depth understanding of the characteristics, needs, motivations, attitudes, and behaviors of the market through interviews, observations, case studies, etc., in order to obtain in-depth information and insights into the market. Quantitative research refers to the collection and processing of market data through questionnaires, experiments, statistical analysis, etc., to obtain the size, structure, changes, and influencing factors of the market to support the quantitative evaluation and evaluation of the market. The process of market research generally includes the following steps: determining the purpose of the study, designing the research plan, collecting data, analyzing the data, writing a report, and making recommendations. The skills of market research are mainly reflected in the following aspects: clarifying the research question, selecting the appropriate research method, designing effective research tools, using scientific sampling methods, ensuring the quality and validity of data, using appropriate analysis methods, and writing clear reports and recommendations.
Market research is a highly practical discipline, and it is necessary to improve the effect and value of market research through case analysis. Case analysis refers to the detailed description, analysis and evaluation of representative or typical market research projects to demonstrate the process, methods, results and significance of market research, as well as the guiding and supporting role of market research in the planning, construction, operation and investment promotion of industrial parks. Case analysis can help market researchers and decision-makers in industrial parks learn from the experience and lessons of market research, learn from the successes and failures of market research, and improve the ability and level of market research.
The consulting company is a well-known independent third-party industry research, investment and financing consulting institution in China, and is committed to providing professional solutions for corporate strategic decision-making. The consulting company has rich market research experience and cases in the industrial park industry, and has provided market research and related consulting services for many national, provincial and municipal industrial parks, serving customers in multiple industries, and has now become the most influential domestic leading brand in industrial park market research in China. This paper selects three typical industrial park projects in which consulting companies have participated, namely Suzhou Industrial Park, Shanghai Zhangjiang Hi-Tech Park, and Guangzhou Nansha Free Trade Zone, and analyzes the purpose, content, and methods of market research for these projectsConclusion, as well as the guidance and support role of market research in the planning, construction, operation and investment promotion of the project.
1. Suzhou Industrial Park
Located in the eastern part of Suzhou City, Jiangsu Province, Suzhou Industrial Park covers an area of about 288 square kilometers and is an important window of China's reform and opening up and a model of international cooperation. Suzhou Industrial Park is one of the most competitive industrial parks in China, dominated by high-tech industries such as electronic information, biomedicine, nanotechnology, and new materials, and has formed an industrial structure with industry as the main body and commerce, finance, tourism and other service industries as the support.
In 2020, the consulting company was commissioned by the Suzhou Industrial Park Management Committee to carry out a market research project in Suzhou Industrial Park, aiming to provide decision-making basis and recommendations for the 14th Five-Year Plan and future development of Suzhou Industrial Park. The main contents of the market research include:
This paper analyzes the development history, current situation, advantages, problems and challenges of Suzhou Industrial Park, and evaluates the comprehensive strength and competitiveness of Suzhou Industrial Park, as well as its status and influence in domestic and foreign industrial parks.
This paper analyzes the development status, market demand, competitive pattern, development trend and potential of the leading industries and characteristic industries of Suzhou Industrial Park, as well as the comparison and differences with similar industrial parks at home and abroad, and identifies the industrial advantages and development opportunities of Suzhou Industrial Park.
This paper analyzes the advantages and disadvantages of Suzhou Industrial Park in terms of investment attraction, policy environment, infrastructure, human resources, innovation ability, ecological environment, etc., as well as its impact and role on the development of the industrial park.
This paper analyzes the assumptions and suggestions of Suzhou Industrial Park's development goals, strategic directions, planning layout, key projects, cooperation models, etc., as well as its reference and comparison with advanced industrial parks at home and abroad.
This paper analyzes the process, methods, results and significance of market research in Suzhou Industrial Park, as well as the guiding and supporting role of market research in the planning, construction, operation and investment promotion of Suzhou Industrial Park.
The main methods of market research include:
Literature analysis: Collect and analyze the literature on the history, current situation, policies, planning, data and other aspects of Suzhou Industrial Park to obtain basic information and background knowledge of Suzhou Industrial Park.
Industry Analysis: Collect and analyze industry data and reports on the development status, market demand, competitive landscape, development trend and potential of the leading and characteristic industries of Suzhou Industrial Park to evaluate the industrial status and development prospects of Suzhou Industrial Park.
Competitor Analysis: Collect and analyze information on the development history, scale, industry, policies, advantages, and problems of similar industrial parks at home and abroad to compare and analyze the competitive advantages and gaps of Suzhou Industrial Park.
In-depth interviews: Through the Internet, online or on-site, we will conduct in-depth interviews with the management committee, enterprises, experts, partners and other relevant personnel of Suzhou Industrial Park to understand the development goals, strategic directions, planning layout, key projects, cooperation models and other aspects of Suzhou Industrial Park, as well as the advantages and shortcomings, problems and challenges, opportunities and risks of Suzhou Industrial Park.
Questionnaires: Questionnaires are conducted online or on-site to survey existing or potential customers, partners, investors and other relevant personnel of SIP to understand their cognition, satisfaction, needs, expectations, suggestions and other aspects of SIP.
Key findings of the market research include:
Suzhou Industrial Park is a successful example of China-Singapore cooperation, with high international visibility and reputation, it is one of the most competitive industrial parks in China, and it is also an important window for China's reform and opening up and a model of international cooperation.
Suzhou Industrial Park is dominated by high-tech industries such as electronic information, biomedicine, nanotechnology, and new materials, and has formed an industrial structure with industry as the main body and commerce, finance, tourism and other service industries as the support, with strong industrial agglomeration effect and innovation driving force, providing a solid foundation and driving force for the development of the industrial park.
Suzhou Industrial Park has a good ability and effect of attracting investment, attracting many well-known enterprises and institutions at home and abroad to settle in, forming a number of representative and influential key projects and cooperation models, adding vitality and highlights to the development of the industrial park.
Suzhou Industrial Park has a relatively good policy environment and infrastructure, enjoys a number of national and local preferential policies and support measures, and has built first-class transportation, communication, energy, water conservancy and other infrastructure, providing favorable conditions and guarantees for the development of the industrial park.
Suzhou Industrial Park has abundant human resources and innovation capabilities, has a high-quality, high-level and efficient management team and professional team, and has established a number of high-level scientific research institutes and innovation platforms, which provide talent and intellectual support and promotion for the development of the industrial park.
Suzhou Industrial Park has a good ecological and social environment, pays attention to environmental protection and sustainable development, and creates an ecological, livable and harmonious modern park, which provides a good atmosphere and quality for the development of the industrial park.
The main significance and role of market research include:
It provides decision-making basis and suggestions for the 14th Five-Year Plan and future development of Suzhou Industrial Park, and helps Suzhou Industrial Park to clarify the assumptions and suggestions on development goals, strategic directions, planning layouts, key projects, cooperation models, etc., as well as countermeasures and measures to cope with market changes, competitive pressures, development opportunities and risks.
It provides guidance and support for the planning, construction, operation and investment promotion of Suzhou Industrial Park, and helps Suzhou Industrial Park optimize its industrial structure, improve its industrial level, enhance its industrial competitiveness, expand its market space, and attract high-quality customers, partners and investors.
It provides help and promotion for the brand building and image enhancement of Suzhou Industrial Park, helps Suzhou Industrial Park display its own development achievements, advantages and characteristics, development prospects, cooperation value and other aspects of information and content, improves the visibility and reputation of Suzhou Industrial Park at home and abroad, and enhances the influence and attractiveness of Suzhou Industrial Park.