Judging from the standard division and comparison between international companies and local companies, international research companies entered China in the late 1980s, which greatly promoted the overall development of China market research industry, not only cultivated the market, but also made China enterprises aware of the gap between scientific decision-making and empirical decision-making. At the same time, through the training of standardized research management systems and methods, local research companies in China have grown rapidly. On behalf of the enterprise, there is AC. Nelson and Gallup. The advantages of these companies are standardized management system and data accumulation, high awareness and strong team ability. However, the understanding of China market is still relatively lacking, the project cycle is relatively long, the customer service awareness is relatively poor, and the project cost is relatively high. Local research companies really started in the early 1990s, such as Zero, Xinhua Letter, CCTV International and CCTV Research Company. These companies entered the market research industry earlier, with relatively complete processes, meticulous professional division of labor, more data accumulation and strong personnel and team capabilities. After entering the 2 1 century, a large number of emerging market research companies began to emerge, which brought new impacts to the whole market research industry. For example, these emerging companies, such as Koswise, Sunshine Katie Market Consultant and Bonas Market Consultant, have certain advantages in the professionalism of the industry, the professionalism of methods, and the professionalism and operability of solutions.
It is reasonable to say that the bosses of Chinese enterprises are well aware of the importance of research, but compared with foreign countries, they are far from reaching the average level of research expenditure, because in foreign countries, the market research expenditure of enterprises can reach more than 2.5%, while the average level of research expenditure of Chinese enterprises is less than 1%. The reason is related to the low credibility of professional investigation industry and the low quality of enterprise researchers in China. Because no matter whether it is independent research or relying on the conclusions and suggestions of professional market research companies, the bosses of enterprises have not got very satisfactory answers according to this decision. Some conclusions are even far from the real market demand, and enterprises have suffered heavy losses according to this decision. As a result, some business owners do not attach importance to market research, or even do not want to use market research at all, and make decisions only by experience. However, due to the rapidly changing market and cruel competition, enterprises are not allowed to make any mistakes. No matter how high the professional level of enterprise bosses is, after all, they need enough basic data to make correct decisions. Therefore, improving the quality of enterprise researchers and improving the credibility of China's professional investigation industry are two important topics at present. However, it takes a process to improve the quality of enterprise researchers and the credibility of the professional investigation industry in China. How to improve and standardize the credibility of the professional investigation industry in China is beyond my ability and I don't want to state it here.
Under the current situation, how to choose a suitable market research company among so many good and bad market research companies has always been a headache for enterprise executives, and it is also the author's work in this unit. The reason is that the author has been engaged in market research in automobile enterprises in recent years and has chosen many market research companies, so I hope to share some experiences with interested readers, hoping to help automobile enterprises choose professional market research companies and improve the quality of enterprise researchers, and cooperate with them well.
At the turn of the century, the market research industry in China has gone through ten years, facing not only the good development opportunities created by the market economy, but also the endless puzzles and challenges brought by reality. How to seize the opportunity and meet the challenge has become the focus of the industry. This paper intends to discuss the current situation and development of market research industry in China for reference. First, the development status of the market research industry
Market research industry is an important part of modern information consulting industry. It is a consulting activity to solve economic and social problems by using scientific investigation methods, modern technical tools and research methods according to specific purposes. It is an intelligence-intensive industry that effectively uses intellectual resources to serve customers in the tertiary industry. Developed market
Studying industry is a necessary condition for economic prosperity, and it is also an important symbol to measure the progress of a social civilization.
In the past 30 years, the world consulting industry has developed into a huge industry with annual turnover of hundreds of billions of dollars and annual growth rate exceeding 10%. There are 65,438+10,000 consulting institutions with millions of employees, and their business scope has also developed from professional consulting to comprehensive consulting, from economic field to political, military, legal, environmental and global issues, and a number of comprehensive research institutions with international reputation have emerged. For example, Rand Corporation in the United States, Nomura Institute in Japan, London Institute for International Strategic Studies in the United Kingdom, Club of Rome and so on.
China's market research industry came into being in the early 1980s, and gradually grew up with the establishment of market economy. During the period of 1984, the private Beijing Institute of Social and Economic Development set up a social investigation center, which was the beginning of an earlier recorded private research institution. 1986, Beijing Social Research Institute (later renamed China Social Research Institute and China Market Research Institute) and Beijing Social Research Institute (later renamed China Social Research Institute) were born, and the results of public opinion surveys were introduced to the media for the first time. 1In July, 1987, Guangzhou Market Research Company was formally registered and established, which was the first professional market research institution with paid service named "Company" in China. 199 1 In the second half of the year, several research institutions were born in Beijing and Guangzhou, but more research institutions were established in 1992- 1993. According to the report of China Business News, there are more than 800 market research institutions in China, and the turnover of 1998 national research industry has reached 600-800 million yuan, 60-80 times higher than that of 1990.
According to the different employees, China's market research institutions can be divided into four types: private institutions, government-sponsored institutions, joint ventures, academic research institutions and news organizations. Private institutions, also known as private institutions, are private or joint-stock market research institutions founded by individuals or several people. At present, it is mainly distributed in Beijing, Shanghai, Guangzhou and other places, such as "Zero" and "Dazheng". Organizers of government agencies mainly refer to market research companies established by ministries, bureaus, local government departments and state-owned enterprises in the State Council, such as various information consultation centers and research centers established by statistical departments at all levels in China; Joint venture institutions mainly refer to market research institutions jointly established by Chinese-foreign joint ventures and Chinese-foreign cooperation; The institutions established by academic research and news organizations refer to the research institutions established by some universities, research institutes and media organizations such as radio and television, such as the Institute of Statistics, the market research centers established by some universities, and the Beijing Survey and Consultation Center of CCTV.
Among the above four types of research institutions, there are about 700 private institutions, accounting for 80% of the total number of practicing institutions in China. 14% is sponsored by government agencies, 5% is founded by academic research and news organizations, and 1% is a joint venture. However, from the perspective of the turnover composition of various research institutions, the joint venture institutions with the least number (including domestic state-owned and private joint ventures) account for 50%, ranking first; Government agency sponsors accounted for 28%, ranking second; Private institutions accounted for 20%, ranking third; Only 2% of the institutions established by academic and news organizations. The rapid development and expansion of market research industry in China has its background and market conditions. With the rapid transformation of China's economic system, the statistical information system that has served the planned economy system for a long time has been difficult to adapt to the market situation that has undergone tremendous changes. The statistical information it provides, except for the objective needs of macro-management of the national economy, is almost or rarely urgently needed by modern enterprise management decisions. At the same time, the transformation from traditional planned statistics to market statistics will go through a long and difficult process, and a lot of complicated and effective reforms are needed in the statistical system. As a result, the market research industry in China, which is basically in a "dormant" state in practical work, has sprung up like mushrooms after rain. The rise of market research industry not only meets the demand of national economic macro-control for all kinds of comprehensive information under the condition of market economy, but also meets the extensive demand of enterprises for all kinds of professional information, especially market information. It has also effectively filled a gap in the development of China's information industry and played its due role. However, many problems existing and exposed in the development of China's market research industry are puzzling many people in the industry, and it is urgent for us to deeply analyze them with a rational eye in order to form an understanding as soon as possible and ensure the healthy development of China's market research industry.
Second, the analysis of the problems existing in the market research industry
The rapid development of market research industry in China not only brings surprises to people from all walks of life, but also causes people in the industry to think about its existing problems. Because from the current overall situation, the business situation of the market research industry is not very prosperous, and the research institutions in some areas are even empty and bleak.
It may not be very difficult to demonstrate theoretically the necessity and urgency of market research industry for China enterprises to participate in market competition. On the one hand, if enterprises want to beat their competitors in today's increasingly fierce macroeconomic environment, they must know ourselves and ourselves, study and explore the market in time, accurately grasp the needs of consumers, produce marketable products in time and improve their operating efficiency. To do this, it is hard to imagine without accurate market research and accurate market positioning; On the other hand, the market economy and the specific competitive pressure give new contents, ways and means to enterprise management, which is not only reflected in the need to update the work design and workflow in the inheritance and improvement of scientific management, but also in the systematic adjustment of business philosophy, business strategy, organizational structure, organizational behavior, management norms, management methods and technologies and even corporate culture integration. To truly realize all aspects of these enterprise management, it is unthinkable to leave accurate market research and management consulting. According to industry insiders, according to American statistics, companies with assets exceeding100000 USD will go bankrupt within 3-5 years without consulting consulting companies. 1997, Panasonic invested $654.38 million to investigate the market share of nine products listed in China, which also confirmed the fact that market research is very important for the development of modern enterprises. But at present, many domestic market research institutions are looking for "rice" and "pot" everywhere, which is full of confusion and impatience. The author once asked the director of a large state-owned enterprise in Xi 'an: "Are you willing to spend 1% on advertising to do market research, so as to improve the future marketing strategy of the enterprise?" He shook his head cautiously and kindly, and then replied, "That's playing with numbers. Not much use. " Despite repeated propaganda and persuasion, the author finally agreed to entrust a research company with 20 thousand yuan to do this, but 20 thousand yuan is really insignificant for a large enterprise with an annual turnover of several hundred million yuan and advertising expenses of tens of millions.
From this incident, it is not difficult to imagine: if the enterprises with good benefits are still like this, how many small and medium-sized enterprises in China will be willing to spend part of their expenses to do market research and seek good solutions for the fierce competitive environment faced by enterprises? According to statistics in the early 1980s, all companies in the United States spend about 0.0 1% to 3.5% of their sales on research, but entrepreneurs in China generally lack this awareness. In fact, 80% of China's current market research business comes from foreign customers, especially some well-known companies basically rely on the business of foreign customers; In addition, 20% of the business mainly comes from a few large enterprise groups and service industry leaders with good benefits in China.
This situation is not accidental, but there are many internal reasons.
The first is the concept. Since the reform and opening up, China entrepreneurs have experienced a lot of market tempering, but they have also borrowed many advanced technologies and management methods from the West. However, due to the fierce transformation of the old and new systems, quite a few enterprises are still like weaned children in the face of market economy, unable to taste the ups and downs of "market economy" and do not know what market research means to the development of an enterprise. A large number of enterprises think that market research is an industry that cheats money and plays with numbers, so they disdain it. A survey of 252 large and medium-sized enterprises in East China shows that only 60 (24%) have conducted surveys and only 23 (9%) have established market research departments. Only three companies insist on daily research work, accounting for only 1. 19%.
Secondly, the issue of funds. In the current enterprise accounting system, there is neither a special "consulting fee" nor a recurring expenditure item for market research, which leads to some enterprises that want to do market research without a special source of funds, and some enterprises can only squeeze out advertising fees from sales expenses. In addition, in China's capital construction field, which spends the most money every year, the fact that the feasibility study reports of "nod projects", "sub-projects" and most projects become "approved research reports" also makes enterprises lose confidence in market research, even if they have money, they are unwilling to do it. This is the direct negative impact of the big environment on enterprises to carry out market research.
The third is the problem of institutional setup. According to the survey, although enterprises generally set up statistical departments, and there are full-time or part-time statisticians engaged in daily statistical work, their main task is to complete the heavy statistical reports arranged by higher authorities. In addition, due to the limitation of time, capital, personnel quality and statistical power, it is impossible for most enterprises to do special research directly by statisticians, let alone set up formal market research institutions. Even if some of them are established, they seldom carry out their work because of the limitation of funds and talents. Some entrepreneurs mistakenly believe that the key to marketing is "public relations", so they are not interested in market research. There are still quite a number of enterprises accustomed to enterprise management by experience and feeling. What they lack is to obtain reliable quantitative decision-making basis based on market research. Its direct consequence is blind production, overstocked products, low efficiency or serious losses. This is the sorrow of China enterprises.
Fourth, market research on some irregular operations within the industry. Mainly manifested in the following aspects: First, the lack of professionals. Market research industry is a rapidly developing emerging industry in China, and there is a serious shortage of personnel with certain advanced professional knowledge in research institutions, which leads to some sampling surveys that are not random but only convenient; The data processing is not standardized, and the level and depth of most analysis reports are not high. The second is quick success and instant benefit, the pursuit of perfection, overreaching. The purpose of a few research institutions is not to help customers beat their competitors, nor to establish their own good reputation, but to claim that they can do anything. It seems that their research companies are "all-rounders" and do not seriously consider their own strength. In addition, individual companies have the idea of "grabbing and leaving", and their behavior is short-term and they do not pay attention to building their own brand image. Third, take unfair measures to lower prices and compete with peers, do not follow the industry code of conduct and operational norms, and even publish "leaderboards" in the media at will, creating false information and misleading the public. All these are not only "shooting yourself in the foot", but also add insult to injury to the research industry, which is generally "not enough". All these are also one of the important reasons why many enterprises are afraid of market research. Then, at the turn of the century, how should China market research institutions face the reality, get out of the current predicament, solve the existing problems, and then decide the marketing strategy?
Third, the marketing strategy of market research institutions
As an important part of modern consulting industry, today's market research industry has become an important source of information for macro-control and enterprise decision-making. After more than 10 years of great development, the market research industry in China has reached a critical moment of serious reflection, development, countermeasures and maturity.
(1) Strengthen training and comprehensively improve the overall quality of employees, especially the cultural quality. In view of the serious shortage of high-level talents in most research institutions, research companies should invest some financial resources, on the one hand, recruit talents for the society, on the other hand, strengthen cooperation with universities, systematically train existing employees in batches, and strive to cultivate a group of market planning experts, investigation experts, computer experts and analysis experts with strategic vision and insight, innovative consciousness and pioneering spirit, profound professional knowledge and comprehensive knowledge, so as to improve themselves. This is a prerequisite for market research institutions to stand on the market, because the market research industry mainly invests in various research experts, and the key to its development lies not in funds but in talents, and the advantage of research market can only be the advantage of talents.
(2) Establish the consciousness of "excellent products" and serve customers wholeheartedly. This is especially important for newly established research institutions. At present, many domestic research institutions are mixed, and the quality of research results provided to customers is uneven, and there are few "excellent products", which affects the overall reputation of research enterprises. How to improve the quality and level of investigation and research, and grow together with their own customers is an urgent problem for China market research institutions to explore the market. Because for the research industry, the relationship between customers and companies is not a simple and short-term trading activity relationship, but a continuous, long-term, mutually beneficial and mutually promoting partnership. Providing unique and creative products and perennial services to old customers is the basis for each research enterprise to grow and develop in the market. Report: 77% of Roland Berger's existing business income comes from old customers. It can be seen that having "repeat customers" should be the goal that every research company strives to pursue. Scientific research enterprises can achieve good economic and social benefits only by serving new and old customers wholeheartedly and establishing the consciousness of "excellent products"
Benefit, but also in the fierce competition with peers in an invincible position.
(3) Strengthen publicity and actively explore the market. At present, the "consultation" awareness of most enterprises is relatively weak. On the one hand, research institutions should publicize the irreplaceable role of market research in enterprise development through various media, and publicize the service scope, research ability and workflow that they can provide to customers. On the other hand, we should also analyze and grasp the market, take the initiative to go to the door to understand the needs of enterprises, focus on some mobilization and publicity work, clarify what we can do for enterprises, how to do it, and what kind of expected results we can achieve, and guide and help enterprises to have a clear concept of market research, so as to engage in relevant market research and research work for enterprises as much as possible. Of course, the propaganda of research institutions does not tell people how profound this is. The key is to have a unique idea of the potential consulting needs of customers, and this idea should be very feasible and the purpose is very clear, that is, to help customers know themselves and beat their competitors. This is an important combination of market research institutions and markets.
(four) correctly handle the relationship between short-term and long-term interests, actively participate in trade associations, and establish long-term cooperative and mutually beneficial relations with peers. Market research institutions must set lofty goals, establish regular business contacts with customers, and avoid short-term behaviors of quick success and instant benefit. At the same time, with the increasing demand of enterprises for market expansion, a research institution is often unable to do cross-regional research projects. This requires sincere cooperation with peer institutions with the vision and courage of modern entrepreneurs to establish a mutually beneficial partnership, so as to complete the inter-provincial business entrusted by customers on time, with good quality and quantity. To realize this close cooperative relationship, we must rely on the organization of the same industry association to thread the needle and standardize the operation. It is reported that1September 1998, representatives from more than 200 market research institutions from all over China gathered in Beijing to hold the first seminar on the current situation and development of China market research industry. Participants exchanged views on industry development, professional investigation and research technology and customer demand characteristics, and reached an agreement on establishing an investigation industry association on the basis of a high degree of autonomy of members. At present, regional consulting industry associations have been established in Shanghai and Xi. Consulting industry association is an important link for the government to strengthen macro-management and promote the healthy development of research market and consulting industry. According to the current situation of market research industry, she will formulate and publish industry management norms and codes of conduct to guide the healthy development of the industry.
Therefore, market research institutions should actively join trade associations, and under the unified organization, management and guidance of the associations, try their best to carry out cooperation and exchanges among peers in the research industry, even international cooperation and exchanges, and constantly expand new market business, so that China's market research industry will gradually move from China to the world.
To sum up, at the turn of the century, the market research industry in China has both opportunities and challenges, as well as benefits and risks. The author firmly believes that with the deepening of China's reform and opening up, the development and perfection of market economy, the increasingly fierce competition among enterprises and the awakening of potential research customers, China's market research industry will surely develop into a "gold industry" that attracts worldwide attention in the next century.