1. The purpose of market research
Market research refers to an activity that collects, sorts, analyzes, and interprets market-related information to help enterprises understand market conditions, discover market opportunities, solve market problems, and formulate market strategies. The main purposes of market research are as follows:
Understand the basic situation of market size, structure, distribution, growth, changes, etc., evaluate market potential and prospects, and determine market goals and positioning.
Understand the characteristics, such as consumers' needs, preferences, motivations, attitudes, and behaviors, analyze consumers' purchase process and influencing factors, identify consumer satisfaction and loyalty, and improve consumer satisfaction and loyalty.
Understand the size, strength, strategy, advantages, disadvantages, trends and other conditions of competitors, analyze the advantages and disadvantages of competitors, formulate competitive strategies and differentiation strategies, and improve competitive advantages and market share.
Understand the development status, trends, norms, policies, risks and other factors of the industry, analyze the opportunities and threats of the industry, formulate industry adaptation strategies and risk prevention measures, and promote the healthy development of the industry.
Understand the performance, characteristics, quality, image, brand and other elements of the product, analyze the advantages and disadvantages of the product, formulate product strategy and innovation strategy, and improve the competitiveness and market share of the product.
Understand the channels, methods, effects, costs, benefits and other aspects of marketing, analyze the advantages and disadvantages of marketing, formulate marketing strategies and optimization strategies, and improve the efficiency and effectiveness of marketing.
Second, the content of market research
The content of the market research mainly includes the following aspects:
Market environment analysis: Analyze the macro and micro environment that affect the cinema chain and the cinema industry, including macro factors such as politics, economy, society, technology, law, ecology, as well as micro factors such as businessmen, consumers, competitors, intermediaries, and stakeholders, evaluate the opportunities and threats of the market environment, and determine the advantages and disadvantages of the market environment.
Market demand analysis: analyze the market size, structure, distribution, growth, changes and other basic conditions of the cinema line and cinema industry, evaluate the market potential and prospects, determine the market objectives and positioning, the quantity and characteristics of market demand, and formulate market demand to meet the strategy and stimulus strategy.
Consumer behavior analysis: analyze the needs, preferences, motivations, attitudes, behaviors and other characteristics of consumers in the cinema chain and cinema industry, analyze the purchase process and influencing factors of consumers, identify consumer satisfaction and loyalty, improve consumer satisfaction and loyalty, and formulate influencing strategies and change strategies for consumer behavior.
Competitor analysis: Analyze the scale, strength, strategy, advantages, disadvantages, and trends of competitors in the cinema chain and cinema industry, analyze the advantages and disadvantages of competitors, formulate competitive strategies and differentiation strategies, improve competitive advantages and market share, and formulate competitor monitoring strategies and response strategies.
Industry trend analysis: analyze the development status, trends, norms, policies, risks and other factors of the cinema chain and the cinema industry, analyze the opportunities and threats of the industry, formulate industry adaptation strategies and risk prevention measures, promote the healthy development of the industry, and formulate the best strategy and follow-up strategy of the industry trend.
3. Methods of market research
The methods of market research mainly include the following:
Literature survey method: through the collection, sorting, analysis and use of existing literature, such as books, newspapers, periodicals, reports, statistical data, etc., to obtain market-related information, is the basic method of market research.
Observation and investigation method: It is an important method of market research to obtain market-related information by directly or indirectly observing market phenomena, such as consumers' purchasing behavior, competitors' marketing activities, market trends, etc.
Interview survey method: It is a common method of market research to obtain market-related information through face-to-face or network-based communication with market-related personnel, such as consumers, competitors, industry experts, etc.
Questionnaire method: The main method of market research is to obtain market-related information by designing, distributing, analyzing and interpreting a series of questionnaires about market issues.
Experimental investigation method: through artificial intervention or manipulation of market-related variables under controlled or simulated conditions, observation and measurement of market-related results, and obtaining market-related information, is an advanced method of market research.
Fourth, the steps of market research
The steps of market research mainly include the following stages:
Determine the objectives of market research: clarify the theme, scope, object, period, budget, etc. of market research, and formulate plans and programs for market research.
Methods of designing market research: select appropriate market research methods, such as literature survey method, observation survey method, interview survey method, questionnaire survey method, experimental survey method, etc., and design market research tools, such as questionnaires, interview guides, observation sheets, experimental protocols, etc.
Collect market research data: Collect market-related data, such as quantitative data, qualitative data, subjective data, objective data, etc., through the methods of conducting market research, such as issuing questionnaires, conducting interviews, observing market phenomena, and implementing experiments.
Analyze the data of market research: through the use of statistical analysis, causal analysis, cluster analysis, regression analysis, correlation analysis and other methods, the collected market data are sorted, summarized, classified, compared, calculated, inferred, etc., and the results of market research are obtainedConclusion
Writing a report for market research: based on the objectives, content, methodology, data, analysis, results and of market researchConclusion, write a report on market research, including headlines,Summary:Keywords:Body, references and other parts, using standardized formats and language to reflect the value and significance of market research.
5. Cases of market research
In order to better demonstrate the practical application and value of market research, the following are market research cases provided by consulting companies for a number of cinema chains and cinema clients for reference.
Case 1: Market research on Chinese market entry strategy for an international cinema chain.
The objectives of market research: to analyze the scale, growth, structure, distribution and characteristics of the Chinese film market, evaluate the potential and prospects of the Chinese film market, determine the goals and positioning of the Chinese film market, and formulate the Chinese market entry strategy and action plan.
Methods of market research: Literature survey method, interview survey method, questionnaire survey method, etc., to collect relevant data and information of the Chinese film market, such as movie box office, number of moviegoers, movie frequency, movie viewing preference, movie viewing place, movie viewing time, movie viewing cost, etc.
The results of the market survey: The Chinese film market is one of the largest film markets in the world, with huge market potential and development space, but it is also facing the challenges of fierce competition and diversification, and it is necessary to formulate appropriate market entry strategies and action plans according to the characteristics of the Chinese film market and the needs of consumers, such as selecting the right partners, establishing a reasonable pricing strategy, providing high-quality service quality, and creating a unique brand image.
Case 2: Market research for a domestic cinema chain to provide competitive advantage analysis.
The objective of market research: to analyze the competitive landscape, competitors, competitive strategies, competitive advantages, and disadvantages of domestic cinema chains, evaluate the competitiveness and market share of domestic cinema chains, determine the competitive objectives and competitive strategies of domestic cinema chains, and formulate reports and suggestions for competitive advantage analysis.
Methods of market research: Literature survey method, observation survey method, interview survey method, etc., to collect relevant data and information of domestic cinema lines, such as the scale, distribution, brand, products, services, marketing, etc. of cinema lines.
The results of the market survey: the competition pattern of the domestic cinema line presents the dual characteristics of centralization and decentralization, competitors mainly include other domestic cinema lines, international cinema lines, independent cinemas, etc., the competitive strategy mainly includes scale expansion, differentiated positioning, diversified operation, innovative services, etc., competitive advantages mainly include brand awareness, product diversity, advantages, service quality, marketing effects, etc., competitive disadvantages mainly include cost pressure, management difficulty, risk control, innovation ability, etc. Domestic cinema chains need to formulate appropriate competitive strategies and action plans according to their own competitive advantages and disadvantages, such as strengthening brand building, improving product quality, optimizing first-class strategies, improving service levels, and enhancing marketing efforts.