The
textile instrument industry is a niche industry. At present, there are few powerful companies in China, and the industry leader“”The market share of the company is also about 30%, and other companies basically do not have a high market share. It is essential to understand market research and intelligence collection. At present, the market research work of the textile instrument industry can start from those steps. Woolen cloth? 1. Data analysis Data analysis: collect and analyze the existing internal and external data of the textile instrument industry. 2. Market research Philip Kotler: Market research: The systematic design, collection, analysis and reporting of data and findings related to a specific marketing situation facing a company. It generally refers to the actual market survey, that is, the method of obtaining relevant data and survey results by taking actual market and customer objects as samples and conducting survey visits or observation and research on the samples. (1) Inquiry method: refers to the survey method that obtains data from respondents through direct interviews, telephone surveys, mailed questionnaires, etc. ◆Individual interview method: interview the respondents by direct questioning ◆Telephone survey method: interview by telephone ◆Mail questionnaire survey method: ◆Group survey method: for a group or a consumer group to hold a symposium, visit samples, listen to Opinions and other forms of investigation. ◆Deep inquiry method: a method to explore customer motivation through deep psychological investigation (2) Observation method: a method to observe the behavior of consumers in person or through mechanical equipment. Including: personnel observation method, machine observation method Methods of conducting post-mortem investigations. Market experiment, also known as test marketing, is an important method to test products and understand market reactions when new products are introduced into the market. Such as: enterprises set up their own test stores. Existing customer survey: It is to use existing customer resources to analyze the overall situation of the textile industry, and to conduct a regional sample customer return visit survey. Marketing Research Procedures Marketing research is an orderly activity. It includes three parts: preparation stage, implementation stage and summary stage. Research preparation stage This stage is mainly to determine the purpose, requirements and scope of the research and formulate a research plan accordingly. There are three steps in this phase. (1) Proposition of research questions: Marketing researchers put forward topics that need to be investigated according to the requirements of decision makers or new situations and new problems found in marketing research activities. (2) Preliminary situation analysis: According to the investigation topic, collect relevant data for preliminary analysis and research. In many cases, marketing researchers are not clear about the issues to be investigated, or they cannot grasp the key points and scope of the research issues and cannot determine the content of the research. To lay the foundation for further research, this type of research is usually called Exploratory Research. The sources of information collected by exploratory research include: existing information, and information obtained by conducting surveys with experts or relevant personnel. After the exploratory investigation, the issues to be investigated have been clarified, and the following issues remain to be resolved. (3) Formulating a research plan: The purpose of the research, the specific research objects, the steps and time of the research process, etc. are determined in the research plan. In this plan, the selection method of the survey unit, the collection method and processing method of the research data, etc. must also be clearly specified. question. The main task of the research implementation stage at this stage is to organize the investigators to collect data in depth according to the research plan. It also includes two work steps: (1) Organize and train the investigators: Enterprises often lack experienced investigators. To carry out marketing research, the researchers must first be trained to a certain extent, the purpose is to make them have a clear understanding of the research plan, research technology, research objectives and the economic and legal knowledge related to this research. (2) Collecting data: The first thing to collect is secondary data (Secondary Data), also known as secondary data. The sources are usually statistical data published by state agencies, financial service departments, industry agencies, market research and information consulting agencies, etc., and some are also published in research reports or books and papers of scientific research institutions. The method of collecting these data is easier and less expensive. We generally refer to the research conducted by using second-hand data as desk research (DeskResearch).
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