1. The purpose of market research in the Chinese patent medicine industry
Market research refers to the process of collecting, collating, analyzing, and interpreting information related to the market to understand the current situation and trends of the market and provide a basis for market decision-making. Market research is an important part of marketing and one of the main contents of market research.
The purpose of market research in the Chinese patent medicine industry is mainly as follows:
Understand the development environment of the proprietary Chinese medicine industry, including the influencing factors of policies and regulations, social economy, scientific and technological progress, consumer demand, competitors, etc., and assess the development opportunities and risks of the proprietary Chinese medicine industry;
Understand the market size, structure, characteristics, dynamics and trends of the proprietary Chinese medicine industry, and judge the market potential and growth space of the proprietary Chinese medicine industry;
Understand the product structure, variety, quality, channels, and other aspects of the Chinese patent medicine industry, and analyze the product competitiveness and market share of the Chinese patent medicine industry;
Understand the consumer characteristics, needs, preferences, satisfaction, loyalty and other aspects of the proprietary Chinese medicine industry, and analyze the consumer behavior and market demand of the proprietary Chinese medicine industry;
Understand the strategies, advantages, disadvantages, trends, threats and other aspects of competitors in the proprietary Chinese medicine industry, and analyze the competitive landscape and competitive strategies of the proprietary Chinese medicine industry;
Provide scientific, objective and effective information support for market decision-making in the Chinese patent medicine industry, including market positioning, market objectives, market strategy, market decision-making and other aspects.
Second, the content of the market research of the Chinese patent medicine industry
The content of the market research of the Chinese patent medicine industry mainly includes the following aspects:
The macro environment analysis of the Chinese patent medicine industry mainly refers to the analysis of the political, economic, social, technological, legal, environmental and other external environments of the Chinese patent medicine industry, as well as the analysis of the internal environment such as the development history, current situation, trends and problems of the Chinese patent medicine industry;
The analysis of the market profile of the Chinese patent medicine industry mainly refers to the analysis of the market size, market structure, market characteristics, market dynamics, and market trends of the Chinese patent medicine industry;
The product analysis of the Chinese patent medicine industry mainly refers to the analysis of the product structure, product variety, product quality, product quality, product innovation and other aspects of the Chinese patent medicine industry;
The channel analysis of the Chinese patent medicine industry mainly refers to the analysis of the channel structure, channel type, channel characteristics, channel efficiency, channel selection and other aspects of the Chinese patent medicine industry;
The analysis of the Chinese patent medicine industry mainly refers to the analysis of the purpose, method, effect, and evaluation of the Chinese patent medicine industry;
Consumer analysis of the proprietary Chinese medicine industry mainly refers to the analysis of consumer characteristics, consumer demand, consumer preferences, consumer satisfaction, consumer loyalty, etc.
Competitor analysis in the proprietary Chinese medicine industry mainly refers to the analysis of the strategies, advantages, disadvantages, trends, and threats of competitors in the proprietary Chinese medicine industry;
The market analysis of the Chinese patent medicine industry mainly refers to the analysis of the market size, market structure, market characteristics, market dynamics, market trends and other aspects of the Chinese patent medicine industry.
3. Methods and tools for market research in the proprietary Chinese medicine industry
The methods and tools of market research in the proprietary Chinese medicine industry mainly include the following:
Literature analysis refers to the method of collecting, sorting, analyzing and using various literature materials related to the Chinese patent medicine industry, such as policies and regulations, industry reports, professional journals, academic journals, news, etc., to obtain the basic information and background knowledge of the Chinese patent medicine industry;
Statistical analysis refers to the method of collecting, collating, analyzing and using various statistical data related to the proprietary Chinese medicine industry, such as industry data, market data, product data, channel data, consumer data, competitor data, etc., and using mathematical statistics, econometrics and other technologies to quantitatively describe and infer the current situation and trends of the proprietary Chinese medicine industry;
Investigation and analysis refers to the method of directly or indirectly obtaining first-hand information and in-depth information of the proprietary Chinese medicine industry from relevant personnel in the proprietary Chinese medicine industry, such as industry experts, business managers, channel providers, consumers, etc., through the design, implementation and analysis of various questionnaires, interviews, observations, experiments, etc. related to the proprietary Chinese medicine industry;
The case analysis method refers to the method of collecting, sorting, analyzing and using various successful or failed cases related to the Chinese patent medicine industry, such as cases of typical enterprises, products, channels, consumers, competitors, etc., and using comparative analysis, inductive analysis, deductive analysis and other techniques to extract the lessons learned and regular understanding of the Chinese patent medicine industry;
SWOT analysis refers to a method that comprehensively evaluates the development status and prospects of the proprietary Chinese medicine industry by analyzing the strengths, weaknesses, opportunities and threats of the proprietary Chinese medicine industry, and provides a reference for market decision-making in the proprietary Chinese medicine industry.
PEST analysis refers to a method that evaluates the external opportunities and threats of the proprietary Chinese medicine industry by analyzing the macro environmental factors such as political, economic, social and technological, so as to provide reference for the market decision-making of the proprietary Chinese medicine industry.
The five forces analysis method refers to the method of evaluating the internal advantages and disadvantages of the proprietary Chinese medicine industry by analyzing the five competitive forces of competitors, potential entrants, substitutes, leading merchants and buyers in the proprietary Chinese medicine industry, and providing reference for the market decision-making of the proprietary Chinese medicine industry;
The four-quadrant analysis method refers to the method of dividing the products or enterprises of the Chinese patent medicine industry into four quadrants: stars, problem children, cash cows and skinny dogs by analyzing the market growth rate and market share of the Chinese patent medicine industry, so as to provide reference for the market decision-making of the Chinese patent medicine industry.
Other analysis methods, such as value chain analysis, Boston matrix analysis, Ansoff matrix analysis, wave value chain analysis, profit model analysis, etc., can also be selected according to the specific situation and needs to provide support for the market research of the Chinese patent medicine industry.
The tools for market research in the proprietary Chinese medicine industry mainly include the following:
Literature tools refer to tools used to collect, sort, analyze and use various literature materials related to the proprietary Chinese medicine industry, such as libraries, databases, networks, newspapers and periodicals, patents, etc.;
Statistical data tools refer to tools used to collect, collate, analyze and utilize various statistical data related to the proprietary Chinese medicine industry, such as statistical yearbooks, statistical bulletins, statistical reports, statistical software, etc.;
Questionnaire tools refer to the tools used to design, implement and analyze various questionnaires related to the proprietary Chinese medicine industry, such as questionnaire design software, questionnaire distribution platform, questionnaire system, questionnaire analysis software, etc.;
Interview tools refer to the tools used to implement and analyze various interviews related to the proprietary Chinese medicine industry, such as interview guides, interview recordings, interview records, interview analysis software, etc.;
Observation tools refer to the tools used to implement and analyze various observations related to the proprietary Chinese medicine industry, such as observation sheets, observation videos, observation records, observation and analysis software, etc.;
Experimental tools refer to the tools used to implement and analyze various experiments related to the proprietary Chinese medicine industry, such as experimental design software, experimental equipment, experimental records, experimental analysis software, etc.;
Case data tools refer to tools used to collect, collate, analyze and utilize various case materials related to the proprietary Chinese medicine industry, such as case databases, case reports, case analysis software, etc.;
Analytical model tools refer to tools used to analyze and interpret market research data in the proprietary Chinese medicine industry using various analysis methods and techniques, such as SWOT analysis model, PEST analysis model, five forces analysis model, four-quadrant analysis model, etc.
Fourth, the steps and precautions of market research in the Chinese patent medicine industry
The steps of market research in the proprietary Chinese medicine industry mainly include the following:
Determine the purpose and scope of market research, and clarify the subject, object, content, time, and place of market research;
Design the program and method of market research, select appropriate market research methods and tools, and formulate the plan and budget of market research;
Collect data and information from market research, use literature analysis, statistical analysis, survey analysis, case analysis, etc., to obtain relevant data and information from various channels and materials in the Chinese patent medicine industry;
Analyze the data and information of market research, and use SWOT analysis, PEST analysis, five forces analysis, four-quadrant analysis, etc., to analyze and interpret the market research data and information of the Chinese patent medicine industry;
Prepare reports and recommendations for market research, and write reports and recommendations for market research according to the purpose and scope of market research, including the background, purpose, methodology, and results of market researchConclusion, recommendations, etc.
The precautions for market research in the proprietary Chinese medicine industry mainly include the following:
The purpose and scope of market research should be clear, and avoid deviating from the subject and object of market research and wasting resources and time of market research;
The scheme and method of market research should be reasonable, and avoid choosing unsuitable methods and tools for market research, which will affect the efficiency and effectiveness of market research;
The data and information of market research should be truthful, and avoid collecting inaccurate, incomplete, untimely and irrelevant market research data and information, which will affect the quality and credibility of market research;
The analysis and interpretation of market research should be scientific, and avoid using inappropriate analysis methods and techniques, or making unreasonable analysis and interpretation, which will affect the objectivity and effectiveness of market research;
The reports and suggestions of market research should be concise, and avoid writing excessively long, complicated and difficult market research reports and suggestions, which will affect the expression and communication of market research.
5. Market research cases of consulting companies
The consulting company is a company specializing in market research and consulting in the Chinese patent medicine industry, with rich industry experience and professional team, providing high-quality market research and consulting services to various customers in the Chinese patent medicine industry. Here are some examples of market research from consulting firms:
Through the analysis of the scale, structure, characteristics, dynamics and trends of the proprietary Chinese medicine market, as well as the analysis of the characteristics, needs, preferences, satisfaction, loyalty and other aspects of the proprietary Chinese medicine market, the company helped the company determine the target market, target consumers, target products and targets of proprietary Chinese medicines, and provided guidance and suggestions for the company's product development and marketing;
Through the analysis of the structure, type, characteristics, efficiency and selection of proprietary Chinese medicine channels, as well as the analysis of the characteristics, demand, preference, satisfaction and loyalty of the proprietary Chinese medicine distributors, the distributor was helped to select the appropriate channel types and distributors of proprietary Chinese medicines, and provided guidance and suggestions for the distributor's channel management and channel marketing.
Through the analysis of scientific and technological progress, product innovation, consumer demand and other aspects of the Chinese patent medicine industry, as well as the analysis of competitors, potential entrants and substitutes in the Chinese patent medicine industry, the R&D institution was helped to discover the direction and field of Chinese patent medicine innovation, and provided guidance and suggestions for the product development and innovation of the R&D institution.