1, macroeconomic analysis

Macroeconomic analysis includes domestic market environment analysis and international market environment analysis.

The analysis includes consumption trend index, consumer price index and economic growth rate.

The analysis also includes tax policy and tax rate, tariff policy and import and export restrictions, labor cost, inflation, government and investment environment, supply and demand, industrial policy and development direction.

2, commodity category analysis

Mainly analyze the category development trend, growth rate, market share, competition, seasonal influence, channel change, consumer behavior, etc.

Category is an important concept, which divides goods into big categories and then subdivides them into small categories. The concept of category is equivalent to the concept of industry. For example, in the beverage industry, according to the category of goods, it should be "non-alcoholic ready-to-drink drinks".

3. Consumer analysis

Consumer analysis includes consumer portraits, including age, gender, distribution, purchasing power, etc.

Consumer analysis also includes consumer behavior research, purchase behavior, consumption occasions, consumption habits and so on.

4. Specify product analysis

Sales related analysis, including distribution rate, coverage rate, penetration rate, turnover rate, age of goods, etc.

Analyze products, including packaging, price, taste, etc.

Analyze brand-related, including consumer preferences, brand awareness, etc.

5. Channel analysis

Channels include online and offline channels. Online channels include the development trend and current situation of e-commerce platforms such as Taobao, Tmall and JD.COM.

Offline channels refer to the classification of sales points according to consumers' purchasing behavior, such as shops, supermarkets, convenience stores, restaurants, tourism, entertainment, transportation and so on. , and study the development trend of channels, consumer behavior differences, customer characteristics, etc.

6. Urban analysis

Analyze the categories, products, consumers, channels and other elements of the urban dimension, and classify cities, including first-tier cities such as Beijing, Shanghai and Shenzhen, second-tier cities such as Tianjin and Chongqing, third-tier cities such as regions, prefecture-level cities and autonomous prefectures, and fourth-tier cities such as county-level cities and counties.

Study the purchasing power, consumption behavior, product distribution and channel characteristics of consumers in different cities.

The role of market analysis is mainly manifested in two aspects:

First, it is the basis for enterprises to formulate marketing strategies correctly.

Only when the marketing strategic decision of an enterprise is based on a solid market analysis, and only when the external factors affecting demand and the internal factors affecting the purchase, production and sales of an enterprise are fully understood and mastered, can mistakes be reduced, the scientific and correct decision-making be improved, and the operational risk be minimized.

Second, it is the guarantee of implementing the marketing strategic plan.

In the process of implementing the marketing strategic plan, enterprises can check and judge whether the marketing strategic plan needs to be revised according to the latest information obtained from market analysis, and how to modify it to adapt to the new situation or the situation that enterprises have not mastered in advance, so as to ensure the smooth implementation of the marketing strategic plan.

Market analysis can help enterprises solve major business decision-making problems. For example, through market analysis, enterprises can know whether they have business opportunities in a certain market or whether they can expand their market share in another market.

Market analysis can also help the sales manager of an enterprise make decisions on some small issues, such as whether the company should make appropriate adjustments to the price immediately; Or whether the company should increase the prizes distributed in business promotion to strengthen the promotion work.