1. The significance and role of market research
Market research refers to the process of collecting, sorting, analyzing, and interpreting data and information related to the market to understand the current situation and development trend of the market, and to provide a basis for market decision-making. Market research is an important means for the development of the modern service industry, and it has the following significances and functions:
Market research can help service enterprises understand market demand, including market size, market structure, market potential, market segmentation, market demand characteristics, etc., so as to determine the target market and target customers, and formulate reasonable market positioning and differentiation strategies.
Market research can help service companies understand the competitive situation, including the number, scale, strength, strategy, advantages, disadvantages, dynamics, etc., so as to evaluate their own competitive advantages and disadvantages, and formulate effective competitive strategies and countermeasures.
Market research can help service companies understand customer satisfaction, including customer expectations, feelings, evaluations, loyalty, complaints, suggestions, etc., so as to evaluate service quality and service effects, improve service processes and service content, and improve customer satisfaction and loyalty.
Market research can help service enterprises understand the brand image, including brand awareness, reputation, loyalty, association, personality, etc., so as to evaluate the value and influence of the brand, formulate effective brand strategy and brand communication plan, and enhance brand image and brand power.
2. Consulting company's market research ability and service experience
The consulting company is a well-known independent third-party industry research, investment and financing consulting institution in China, committed to providing professional solutions for corporate strategic decision-making. The consulting company has been involved in market research business since 2008, and has experienced and witnessed the rapid development of China's market research industry for 14 years, and has provided professional market research and related consulting services for more than 5,000 customers, covering many industries, and has now become the most influential domestic leading brand of market research in China, and won the "Best Brand Award for Customer Satisfaction in China Market Research", and has the "Foreign-related Investigation License of the People's Republic of China" issued by the National Bureau of Statistics of China.
The consulting company has professional capabilities and service experience in the following aspects of market research:
The consulting company has a professional market research team, including senior industry analysts, market research experts, data analysts, project managers, etc., with rich theoretical knowledge and practical experience in market research, and can provide customers with comprehensive, accurate, timely and continuous market research services.
The consulting company has a complete market research system, including market research design, market research implementation, market research analysis, market research report and other links, according to the needs and goals of customers, to develop a reasonable market research program, the use of a variety of market research methods, such as questionnaire surveys, interview surveys, observation surveys, experimental surveys, etc., to collect effective market data and information, the use of advanced data analysis tools and technologies, such as SPSS, SAS, R, PYTHON, etc., Conduct in-depth market analysis and interpretation, form professional market research reports, and provide customers with valuable market insights and suggestions.
The consulting company has a wide range of market research resources, including market research networks across the country, massive industry databases, diversified information channels, rich case databases, etc., which can provide customers with market research services covering all regions, industries and fields across the country to meet the different needs and expectations of customers.
The consulting company has a good reputation for market research, adheres to the "professional, objective and rigorous" style of work, insists on providing customers with high-quality, efficient and cost-effective market research services, has won wide recognition and trust from customers, and has established long-term cooperative relations with a number of industry associations, partners, first-class institutions, social groups, etc.
3. Case study of market research of consulting companies
The consulting firm provides various types of market research services for clients in different industries and fields, such as industry research, market segmentation and user behavior research, channel model research, competitor research, market entry research, consumer research, investment decision evaluation, IPO market segment research, fundraising project feasibility study, business financing plan, etc. The following are some market research cases of consulting firms, from which we can see the practical methods and lessons learned from market research by consulting firms.
1.Research on market segmentation and user behavior of a new energy vehicle company.
Customer background: The customer is an innovative enterprise focusing on new energy vehicles, with its own R&D, production, sales and service system, aiming to provide users with intelligent, environmentally friendly and comfortable travel solutions.
Project Objective: The customer hopes to understand the development trend, market structure, market demand, market segmentation, user characteristics, user preferences, user behavior, etc. of the new energy vehicle market through market segmentation and user behavior research, so as to determine the target market and target users, and formulate appropriate product strategies and marketing strategies.
Project methodology: The project adopts a variety of market research methods, including literature analysis, expert interviews, focus groups, online questionnaires, in-depth interviews, etc., and collects a large number of first-hand and second-hand data, involving the market overview, policy environment, technology development, competition pattern, consumer characteristics, consumer behavior, etc. of new energy vehicles, and effectively cleans, sorts, analyzes and interprets the data, and uses a variety of data analysis techniques such as cluster analysis, factor analysis, discriminant analysis, correlation analysis, and regression analysis. The new energy vehicle market segmentation and user behavior research were carried out, a detailed market research report was formed, and targeted product strategies and marketing strategy suggestions were put forward.
Project results: The results of the project provide customers with a comprehensive and in-depth understanding of the new energy vehicle market, help customers determine the target market and target users, formulate product strategies and marketing strategies that meet market demand and user preferences, improve the customer's market competitiveness and market share, increase the customer's brand awareness and brand loyalty, and lay a solid foundation for the customer's long-term development.
2.Research on the channel model of an education and training institution.
Customer background: The customer is a professional education and training institution, mainly providing English training, study abroad consulting, overseas examination and other services, with many years of experience in the education industry and an excellent team of teachers, aiming to provide students with high-quality, efficient and cost-effective education services.
Project objective: The client hopes to understand the development trend, market size, market structure, market demand, market competition, channel type, channel characteristics, channel selection, channel management, etc. of the education and training market through channel model research, so as to determine the appropriate channel model and formulate effective channel strategy and channel marketing plan.
Project Methods: The project adopts a variety of channel model research methods, including literature analysis, expert interviews, competitor surveys, channel surveys, consumer surveys, etc., and collects a large number of first-hand and second-hand data, involving the market overview, policy environment, market demand, market competition, channel type, channel characteristics, channel selection, channel management, etc., The data are effectively cleaned, sorted, analyzed and interpreted, and SWOT analysis, PEST analysis, Porter's five forces analysis, channel analysis matrix, channel evaluation model and other channel model analysis tools have studied the channel model of the education and training market, formed a detailed channel model research report, and put forward targeted channel strategies and channel marketing program suggestions.
Project results: The results of the project provide customers with a comprehensive and in-depth understanding of the channel model of the education and training market, help the customer determine the appropriate channel model, formulate the channel strategy and channel marketing plan in line with the market demand and channel characteristics, improve the channel coverage and channel efficiency of the customer, increase the customer's market share and market revenue, and lay a solid foundation for the long-term development of the customer.
3.Market entry research of a restaurant chain company.
Customer background: The customer is a professional restaurant chain enterprise, mainly providing Chinese fast food, Western fast food, dessert drinks and other services, with many years of experience in the catering industry and an excellent management team, aiming to provide consumers with delicious, healthy and convenient catering services.
Project Objective: The client hopes to understand the development trend, market size, market structure, market demand, market competition, market opportunities, market risks, etc. of the catering market through market entry research, so as to determine the appropriate market entry method and formulate an effective market entry strategy and market entry plan.
Project Methodology: The project adopts a variety of market entry research methods, including literature analysis, expert interviews, competitor surveys, consumer surveys, market tests, etc., and collects a large number of first-hand and second-hand data, involving the market overview, policy environment, market demand, market competition, market opportunities, market risks, etc. of the catering market. A variety of market entry analysis tools such as market entry evaluation model have studied the market entry of the catering market, formed a detailed market entry research report, and put forward targeted market entry strategies and market entry plan suggestions.
Project Results: The results of the project provided customers with a comprehensive and in-depth understanding of the market entry of the catering market, helped the customer determine the appropriate market entry method, formulated the market entry strategy and market entry plan in line with market demand and market opportunities, reduced the customer's market entry risk, improved the customer's market entry success rate, and laid a solid foundation for the customer's long-term development.
Fourth, the practical methods and lessons learned from market research
From the market research cases of consulting companies, we can summarize the following practical methods and lessons learned from market research:
According to the needs and goals of customers, market research should formulate a reasonable market research plan, select appropriate market research methods, collect effective market data and information, use advanced data analysis tools and technologies, conduct in-depth market analysis and interpretation, form professional market research reports, and provide customers with valuable market insights and suggestions.
Market research should adopt a variety of market research methods, such as questionnaire surveys, interview surveys, observation surveys, experimental surveys, etc., to improve the validity, reliability and representativeness of market data and information, and avoid biases and errors caused by a single market research method.
Market research should combine the purpose and object of market research, and select appropriate data analysis tools and techniques, such as SPSS, SAS, R, Python, etc., to improve the accuracy, scientificity and logic of market analysis and interpretation, and avoid distortion and misleading caused by wrong data analysis tools and techniques.
Market research should focus on the practicability and operation of market research, so as to improve the value and influence of market research reports, and avoid the ineffectiveness and uselessness of overly theoretical and abstract market research reports.
Market research should continuously track and update market data and information to improve the timeliness and continuity of market research, and avoid lag and incompleteness caused by outdated and fragmented market data and information.