How to conduct market research for small and medium sized sanitary ware enterprises

In the current overall environment of the bathroom industry is cold, the prospects of the industry are unclear today, this sentence for small and medium-sized bathroom enterprises, is a very realistic guiding significance, therefore, through market research to understand the industry and market trends, is undoubtedly the most sensible choice for many small and medium-sized bathroom enterprises to carry out marketing. So, how to conduct effective market research for small and medium-sized bathroom enterprises? First, the CEO and his senior management should realize the importance of market research from a strategic perspective.

Market research can provide strong support for enterprises to make decisions, and is also the basis for enterprises to develop new products, which can lay the foundation for enterprises to formulate strategies. Generally speaking, small and medium-sized bathroom business owners have been working hard in the field of bathroom for many years, and they can still control the development trend and key nodes of the industry. But with their years of experience in the market, they believe in their own eyes and self-feeling, and many times, as soon as they pat their heads, new projects are launched.

They often think that market research is dispensable, or even redundant. Second, small and medium-sized enterprises should clearly understand their own needs and conduct research in a focused manner. The market research of small and medium-sized bathroom enterprises is more about understanding market capacity, looking for sales opportunities, understanding consumer needs, brand impressions, demand preferences, marketing channels, pricing strategies, etc., so the research must be focused, and it is impossible to generalize.

A clear distinction must be made between qualitative and quantitative research. For example, for small and medium-sized bathroom companies, it is not so important to study market share and brand loyalty. Third, small and medium-sized bathroom enterprises must not fall into the digital trap and cannot extricate themselves when carrying out data collation and data analysis.

We must be clear that China is a vast land, with a large population, and different consumption habits and customs in various places; In addition, due to the constraints of our market research due to capital, labor costs and other aspects, it is impossible to be very accurate in data statistics. Whether it is in the use of statistical methods commonly used in percentages, growth rates, and averages, or in the application of specific schematic graphs such as line charts, pie charts, and bar charts, small and medium-sized enterprises must not fall into the trap of numbers. Of course, no matter what kind of market research is carried out by small and medium-sized sanitary ware enterprises, they must start from themselves, clearly understand who they are, what is the future, what is the strategy, how to go, only in this way can market research be targeted, accurate and effective.

Small and medium-sized bathroom enterprises need to pay attention to the following three issues when conducting market research:

1. The CEO and his senior management should realize the importance of market research from a strategic perspective.

2. Small and medium-sized enterprises should clearly understand their own needs and conduct research in a focused manner.

3. Small and medium-sized bathroom enterprises must not fall into the digital trap and cannot extricate themselves when they are conducting data collation and data analysis.

The market research process is mainly divided into 11 steps:1determine the need for market research; 2.

define the problem; 3.Establish research objectives; 4.Determine the research and design plan; 5.

determine the type and ** of the information; 6.determine the data to be collected; 7.questionnaire design; 8.

Determine the sampling plan and sample size; 9.collection of information; 10.analysis of data; 11.

Write a research report.

Industry market environment survey, product supply survey, product demand survey, market competition survey, marketing survey, product trend research, industrial chain research, user behavior survey, comprehensive research, etc.

The objectives of the investigation are clarified first, and the information obtained from the investigation is used for what purpose, and the follow-up matters such as the scope, object, method, and budget of the natural investigation will be answered one by one.

According to the "2016-2021 China Sanitary Appliances Industry Market Prospect and Investment Strategic Planning Analysis Report" of the Prospective Industry Research Institute, in China, the sanitary ware industry is a foreign industry with a short history. At present, China's sanitary ware industry is still in the initial stage of development, the market saturation rate is only about 23%, and the market competition is not very fierce. China's sanitary ware industry has a wide range of development prospects.

In recent years, the price has continued to **, bathroom"Quality gates"Incidents occur frequently ......The sanitary ware industry is facing severe challenges.

1.Implemented by the state"Property purchase is restricted"The policy has affected the development of the bathroom industry to a certain extent.

The bathroom industry is the downstream industry of real estate, and its development has been closely linked with the real estate industry, and the overall speed of real estate has slowed down, and the sales of the bathroom industry are bound to be affected. The differentiation of the bathroom industry is becoming more and more obvious, the development of small and medium-sized bathroom enterprises is more slow or even declining, and the brand bathroom enterprises occupy a certain advantage and get better development.

2.Foreign bathroom brands have almost monopolized the high-end market and began to expand to second- and third-tier cities, with great influence.

China's sanitary ware industry is a foreign industry, only more than 20 years of history, some foreign bathroom brands such as Kohler, Deli, has a hundred years of history, rich historical heritage, their system is also relatively perfect and mature, in China has won the trust of the majority of consumers. China's sanitary ware industry is in a disadvantageous position.

3. China's sanitary ware industry has its own problems.

The system of the sanitary ware industry is not very sound, the industry concentration is low, there are relatively few influential enterprises in the whole industry, and there are many small and medium-sized sanitary ware enterprises. These small and medium-sized enterprises are generally small in size, outdated equipment, and product lists.

First, the technical content is not high, lack of market competitiveness and other obvious disadvantages. China's sanitary ware industry is facing a severe test.

In addition, the special situation of unbalanced regional economic development in China has led to the different sizes and development rates of the sanitary ware market in various places, resulting in regional blanks or saturation of sanitary ware.

4. In recent years, the price of raw materials in the bathroom industry has also improved, and the product has improved, which has exceeded the range of many consumers' hearts, and the sales of bathroom products are facing unprecedented pressure.

According to the market, draw up a research plan, design a research questionnaire, and analyze the research data. Knowledge of marketing and related products.

1. It will help to better absorb advanced experience and the latest technology at home and abroad, improve the production technology of the enterprise, and improve the management level.

In today's world, science and technology are developing rapidly, and new inventions, new creations, new technologies and new products are emerging one after another. This technological advancement is naturally reflected in the commodity market in the form of products.

Through market research, we can get the information that helps us to understand the market economy dynamics and scientific and technological information in a timely manner, and provide enterprises with the latest market intelligence and technical production information, so as to better learn and absorb the advanced experience and latest technology in the same industry, improve the production technology of enterprises, improve the technical level of personnel, and improve the management level of enterprises, so as to improve the quality of products, accelerate the upgrading of products, enhance the competitiveness of products and enterprises, and ensure the survival and development of enterprises.

2. Provide decision-making basis for the enterprise management department and the relevant person in charge.

Only when any enterprise has a practical understanding of the market situation can it formulate marketing strategies and business development strategies in a targeted manner. When the management department and relevant personnel of the enterprise want to make decisions on certain issues, such as the formulation of product strategy, first strategy, distribution strategy, advertising and best strategy.

Usually the situation to understand and consider the problems are multifaceted, mainly including: the company's products in what market is better to sell, there is development potential; How to master the sales of products**; How to formulate products to ensure that both sales and profits can go up; How to organize the product promotion, how much will the sales fee be, etc. These questions can only be answered through specific market research, and only the specific answers obtained through market research can be used as the basis for corporate decision-making.

3. Enhance the competitiveness and viability of enterprises.

Competition in the commodity market has become increasingly fierce due to the development of large-scale production and the progress of the technological level in modern society. The market situation is constantly changing, and the reasons for the changes in the market are nothing more than market factors such as products, products, distribution, advertising, and promotion, as well as market environment factors such as political, economic, cultural, and geographical conditions. These two factors are often interrelated and mutually influencing and constantly changing.

Therefore, in order to adapt to this change, enterprises can only understand the changes in various market factors and market environment factors in a timely manner through extensive market research, so as to take targeted measures to cope with market competition through the adjustment of market factors, such as product structure, advertising, etc. For enterprises, whether they can understand the market changes in a timely manner and take appropriate contingency measures in a timely manner is the key to whether the enterprise can win.

The role of market research:

1. Providing market information through understanding and analysis can avoid mistakes in the formulation of marketing strategies, or can help marketing decision-makers understand the current marketing strategies and the gains and losses of marketing activities to make appropriate suggestions. Only by actually understanding the market situation can we formulate marketing strategies and business development strategies in a targeted manner.

2. Provide correct market information, which can understand the possible changes in the market and the potential purchase motives and needs of consumers, which will help marketers identify the most profitable market opportunities and provide new opportunities for enterprises to develop.

3. It is helpful to understand the current development status and technical experience of related industries, and provide information for improving the business activities of enterprises.

4. The overall publicity strategy needs to provide information and support for the company's market position and product promotion.

5. The information obtained through market research can not only be used to understand the market situation, but also to carry out the market change trend, so that the enterprise can be planned and arranged in advance, make full use of the market changes, and seek the interests of the enterprise.

1. Provide marketing information to avoid mistakes in the formulation of marketing strategies and huge financial losses.

2. Provide marketing information to make appropriate suggestions for enterprises on the current marketing strategy and the gains and losses of marketing activities.

3. Provide correct market information, understand the possible market trends and consumers' potential purchase motivation needs, and provide new opportunities for enterprise development.

The important links of market research are mainly in two aspects: information collection, research and analysis, and information collection is to provide data for research and analysis; Research and analysis is the analysis of information and data and write a research report, and the management plan such as enterprise strategic objectives and management plans is formulated according to the research report.

There are many contents of market research, including market environment research, including policy environment, economic environment, and social and cultural environment investigation; There is a survey of the basic situation of the market, mainly including market norms, overall demand, market trends, market distribution and share of the same industry, etc.; Investigation of sales possibilities, including the number and demand of existing and potential users, market demand trends, the market share of the company's competitors' products in the market, the possibility and specific ways to expand sales, etc.; It can also conduct surveys on consumers and consumer demand, corporate products, products, social and natural factors that affect sales, sales channels, etc.

Before producing a new product, many companies will conduct some market research to understand the space for consumers to accept the price of future products, the demand for product features, and the opinions of service guarantees. These market research is actually a part of marketing, which allows enterprises to analyze what is the market positioning of the product from the customer's point of view, what is the focus of future publicity and what sales channels should be selected, so as to bring more and better sales and future to the company's products.

Enterprises conduct market research through some seemingly ordinary but profound questions, and consumers only need to choose with real thoughts. By collecting the feedback data, the company will sort out and analyze the results, and make some reforms and adjustments based on the actual situation of the product, and the relevant production team and publicity team will also actively make some strategic changes according to the results of market research, so as to better meet the needs of consumers to increase product sales.

Through the results of market surveys, business managers can understand what is popular in the current market and what consumers want, so as to know how to reform products to meet customer needs, what aspects of product packaging need to be changed to be more attractive to consumers, and which ways to increase sales and so on.

Enterprises conduct market research to better understand market demand and consumer demand, is a re-examination of how to position and promote their own products, is the only way for their own enterprises to develop better and faster, and is an effective marketing strategy for enterprise products to cater to the market and increase sales.

Market research can tell you a lot about this.

Answer: How do I create a market research questionnaire?

The following points are summarized:

Clause. First, through the form of market research, including the research and data analysis of market products, can start from the aspects of the cycle changes and nature of market products, can be from the market probability and share of market products, in order to collect and sort out market research by category, and investigate the use of research and analysis.

Clause. Second, in the process of market research, in the form of questions and answers or diversified forms, for the market products with a keen point of view to capture the demand and trends of products, in order to analyze data or sample collection of various market products.

Clause. 3. In the process of market research, we should pay attention to the sales channels and channels of products, as well as the core competitiveness of market product research and development and technology development, so as to broaden the global vision and continuously explore the new concept of marketing marketing model.

Clause. Fourth, in the process of market research, in the form of classification and sampling, for the comprehensive probability and parameter value of the product, in order to carry out new product research and market analysis, in order to comprehensively investigate and inspect the comprehensive index of the pass rate of the product, in order to optimize the market probability of the product.

Clause. Fifth, in the process of market research, in combination with the analysis and specific requirements of marketing management personnel, in order to effectively do a good job of staff and deployment plan for market research work, with the scale of marketization and standardized operation process, with market researchers actively participate in the practice of work, for the feasibility report of market research, to make an exemplary guiding role.

Clause. 6. Combine the actual situation of market research, as well as market research data and market product investigation and research, in order to revise and improve the manuscript of the market research theme report, and finally write a market research report with heart. Thank you!