Through creative market research, diversified information needs can be met, so that enterprises can grasp information accurately and timely and formulate corresponding marketing strategies. The following is a research paper on the role of market research in marketing enterprises shared by J.L.
Abstract: With the continuous development of social economy and the increasing competition among enterprises, market research plays an increasingly important role in enterprise marketing. In marketing practice, enterprises conduct market research in order to better understand the market, so as to formulate correct marketing strategies, constantly develop new products, explore new markets and enhance the competitiveness of enterprises.
[Keywords:] marketing; Market research; market information
1 market research
With the intensification of enterprise competition and the diversification of consumer demand, the importance of market research is more prominent, and market research can provide reliable basis for marketing enterprises to make marketing decisions.
Market research refers to the systematic and objective collection, collation and analysis of various materials or data of marketing activities to help marketing managers make effective marketing decisions. Market research is an important means for enterprises to understand the product market and grasp customers, and it is also an important tool to help enterprises make decisions. For modern managers, it is very necessary to master and apply the theories, methods and skills of market research. As an independent applied science, market research has a huge and complex content system.
The content of market research mainly involves macro and micro factors that affect marketing strategy, such as demand, product, price, promotion, distribution, competition and external environment. According to different research purposes, the focus of the research content will be very different. Generally speaking, the contents of market research generally include the following aspects:
(1) Market demand survey. Market demand is the center and starting point of enterprise marketing. If an enterprise wants to gain an advantage in the fierce competition, it must understand and meet the needs of its target customers in detail. Therefore, the study of market demand is one of the main contents of market research. Market demand research includes: market demand research; Market demand product variety survey; Investigation on seasonal changes of market demand; Survey of existing customer demand (quantity and variety).
(2) product research. With the improvement of environmental protection requirements, different markets have different demand for products, and different regions have different demand for products. Therefore, product research has also become an issue that cannot be ignored in market research. The contents of product research include: product quality demand research; Product variety demand survey; Product quality research, etc.
(3) Price research. Price will directly affect the sales of products and the income of enterprises, and price research plays a vital role in formulating reasonable price strategies for marketing enterprises. The contents of price investigation include: the investigation of product market demand and changing trend; International product market trend survey; Psychological research on market price tolerance: price survey of main competitors; Investigation on the influence of national tax and fee policy on price.
(4) Promote research. Promotion research mainly focuses on consumers' reaction to promotion activities and understands the most acceptable and favorite promotion forms for consumers. Its specific contents include: investigating whether various promotion forms highlight product characteristics; Whether it has played a role in attracting customers and winning over potential customers.
(5) Investigation of distribution channels. Reasonable selection of distribution channels and reasonable arrangement of product storage and transportation play an important role in improving sales efficiency, shortening transportation cycle and reducing transportation cost. Therefore, the study of distribution channels is also an important content of product market research. The research contents of distribution channels mainly include: the investigation of the operation status and sales ability of wholesalers and chain retailers; Research on distribution center planning; Research on logistics optimization organization: how to reduce transportation costs, etc.
(6) Marketing environment research. The contents of marketing environment investigation include: political and legal environment; Economic development environment; International product market environment; Product technical environment; Develop alternative products; Competitive environment.
In marketing practice, any market research is to better understand the product market, find out the reasons for strategic failure or reduce the uncertainty in decision-making. Market research for these purposes is called applied market research. Market research needs to collect relevant data such as market size, competitors and consumers, and put forward market decision-making suggestions on the basis of relevant data support.
2 the role of market research in marketing management
The important role of market research in marketing management is mainly reflected in the following four aspects:
(1) Market research is helpful for managers to understand the market situation of products and find and use opportunities. With the increasing abundance of commodities, the producers on the supply side are facing the competition of products, capital and talents, as well as the competition of technical level and equipment. As the demand side, consumers are bound to make choices in the face of the increasingly large and diverse commodity groups. Whoever can win the favor of consumers is the winner; On the contrary, it faces the fate of being squeezed out of the product market. Therefore, the survival crisis is a problem that enterprises must always pay attention to, but opportunities also exist, depending on how enterprises grasp the opportunities.
(2) Market research helps managers to formulate correct marketing strategies. In modern product marketing, if enterprise managers fully understand the factors that affect the target product market and marketing mix, then management will be active rather than passive. Active management means adjusting marketing mix to adapt to the new economic, social and competitive environment, while passive management is to wait until changes that have a significant impact on enterprises appear before deciding to take action. Market research plays an important role in active management. Active managers should not only seek new opportunities in the ever-changing product research, but also try their best to provide long-term marketing strategies for enterprises through the formulation of strategic plans. Based on the existing and future internal capabilities and the expected changes in the external environment, strategic plans can be used to guide the long-term use of enterprise resources. A good strategic plan is made on the basis of excellent market research, which is conducive to enterprises to achieve long-term profits and product market share goals; Poor strategic planning without market research will threaten the survival of enterprises.
(3) Market research helps enterprises to develop new products and open up new product markets. The products of any enterprise will never sell well in the product market. In order to survive and develop, enterprises need to constantly develop new products. Market research plays an important role in new product development. Through market research, we can understand and master consumers' consumption trends, new requirements, changes in consumption preferences and expectations for products, and then design products that meet these requirements, so that the sales of enterprises can reach a new climax.
(4) Market research helps enterprises to occupy a favorable position in the competition. In the product market, it is common for production to follow consumption, but production can also force demand, that is, after consumers have enough knowledge and understanding of products, they recognize products and buy them. Once this mandatory demand is successful, enterprises can take the lead in entering the field of product sales, thus occupying an absolute advantage here. However, the success of mandatory demand must be based on meeting certain needs of consumers, and behind the success, market research plays an extremely important role.
The intensification of enterprise competition and the diversification of consumer demand also increase people's demand for information, which requires market research activities to be more creative on the premise of science, and creativity should run through the whole process of marketing. Through creative market research, diversified information needs can be met, so that enterprises can grasp information accurately and timely and formulate corresponding marketing strategies. The market needs to be created, and the marketing activities of enterprises need creative market research.
Main references
[1] Tian Jinghui. China refined oil market and marketing [M]. Beijing: China Financial and Economic Press, 2005.
[2] Feng. The application of market research in enterprise marketing management [J]. Research on quantitative economy, technology and economy, 200 1.
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