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industrypresentationThe content is business information and competitive intelligence, which has a strong timeliness. Generally, it is based on some latest statistical data and research data from national government agencies and professional market survey organizations, according to the professional research model and specific analysis methods of cooperative agencies, and through the analysis and research of industry professionals, it makes research analysis and prediction of the current industry and market.
The industry analysis report is generally prepared by the internal market department or professionalMarket research companyWriting, market research companies have unique professional advantages in data collection, data classification, opinion refining, and report writing, and more powerful enterprises in the industry are as follows:Caodian Market Research Company(CCMR), with a professional report writing team and a complete database.
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1. If you are now operating and managing an enterprise in this industry, you do not have time to systematically sort out the whole industry context because of your busy work. An industry report will make you clearer about the context of the whole market, which will become a powerful basis for you to make major market decisions.
2. If you want to invest in this industry, reading a high-quality industry report is the fastest and best way for you to quickly understand an industry, make your investment decisions more scientific, and avoid huge losses caused by investment mistakes.
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standardIndustry research reportIt mainly includes seven parts, including industry introduction, industry status, market characteristics, enterprise characteristics, development environment, competition pattern and development trend.(Different reports have different emphasis, which depends on the specific report directory.)
Applicable objects
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The report is widely applicable to governmentIndustrial planningFinancial and insurance institutions, investment institutionsConsulting company, industry associations, companies, enterprise information centers, strategic planning departments, personal research and other customers.
data sources
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The general data channels of an industry report mainly include:National Bureau of StatisticsThe General Administration of Customs, the Ministry of Commerce, various industry associations, research institutions, and market front-line collection.
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Conventional industry research
Conventional industrymarket researchIt is between industrial research and market research, and it is within the scope of enterprise strategy research to blend the essence of both.Generally speaking, the core contents of industry (market) analysis report research include the following three aspects:
First, study the survival background, industrial policy, industrial layoutIndustrial life cycleThe position of the industry in the overall macro industrial structure, as well as their respective development direction and growth background;
The second is to study the characteristics, competition situation, difficulty of market entry and exit, and growth of the market in various industries;
The third is to study the competitive strategies and market behavior patterns of various industries in different conditions and growth stages, and provide some operational suggestions for enterprises.
According to the current global consulting industry system, the top service is strategic consulting (national projects), the advanced service is consulting (enterprise giant projects), and the ordinary service is market research reports (popular research materials).A standard market research report includes: industry overview, industry pattern, competition analysis, history, status quo and trend analysis.(Data accounts for 30% - 45% of the value, analysis and research accounts for about 50% of the value, and other content accounts for less than 10% of the value)
Therefore, the significance of industry research is not to teach how to carry out specific marketing operations, but to provide enterprises with a number of directional ideas and selection basis, so as to avoid "directional" errors.
Industry monitoring research
Industry monitoringIt refers to the long-term quantitative and qualitative analysis and research on a large amount of industry data information by using scientific calculation methods and indicator evaluation systems in an industry field.Through the monitoring and research of the internal and external environment, upstream and downstream supply and demand, operating conditions, and financial conditions of the industry, reflect the industry's life cycle, profitability, and predict the opportunities and risks of the industry's development prospects.
Research on industry customization
Research on market scale and development prospect
The solution for market scale and development prospect research is to provide customers with reliable market and market segmentation model data and trend judgment, and assist customers to judge the target market scale and development prospect through a large number of first-hand research and basic data information of data monitoring covering major industries, and through independent research and development of multiple market scale and development prospect estimation models,Provide reliable and continuous data support for market development and market share estimation.
Research on Market Segmentation and Customer Behavior
Regular collection of information on relevant industries has established a strong database of Chinese industrial enterprises. This information and analysis can help customers to make potential judgments and behavior segmentation on target industries and customer groups, help customers to determine accurate product and customer positioning, accurately position potential customers, and develop accurate marketing strategies and sales plans.
Research on Channel Mode
Channel research refers to the research on the channel form of sales, dealers and product distribution status, including the channel structure, channel characteristics, channel width and length, channel management mode and channel dynamic development of industries and enterprises.The results of channel research can guide enterprises to evaluate and select the most suitable channel form for overall channel design, so as to manage sales channels, dealers and product distribution.
Brand research
The purpose of brand research is to enable enterprises to understand their own brand status and brand posture.Brand research is completed through brand survey and a series of index tests, including brand awareness, brand loyalty, brand positioning and brand association. Specific indicators also include brand image, brand purchase rate, brand penetration, brand image identity, brand loss and brand satisfaction.The survey and test results can provide an important reference basis for enterprises to carry out brand diagnosis, brand construction and brand planning.
Product research
Product research includes product market research and new product testing research:
1. Product market research
Product market research belongs to the category of comprehensive research, which includes: product market macro development environment analysis, macro market development status, market competition situation, channel characteristics research, market segmentation characteristics, related industries and impacts, technology status and development direction, market potential analysis, SWOT analysis and case analysis.These survey items are essential and important reference for enterprises in the process of developing new products, and are also one of the elements for enterprises to formulate marketing strategies.
2. New product testing research
In order to reduce the risk of new products coming into the market, it is necessary to carry out a series of test studies on product attributes and market attributes.It includes product prototype test, concept test, packaging test, creativity test, price test, POP and advertising test, price and sales forecast, etc.These test results can lay a solid foundation for the market introduction of new products
Chart, share structure and industrial structure of CGN
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Case 2: Venture Capital Report of Financial Services Industry in the First Half of 2012
Venture Capital Report of Financial Services Industry in the First Half of 2012 (I):
28 enterprises - epitome of innovators in the financial field
Part I 28 enterprises - epitome of innovators in the financial field
In the first half of 2012, the Capital Lab recorded 28 investment events in the financial services industry, involving 20 American enterprises;There are 25 disclosed amounts, totaling about $255 million.
From the perspective of segmentation, there are 16 payment service enterprises, accounting for more than half of all funded enterprises;The investment received was about 180 million US dollars, accounting for 72% of the total investment.In addition, 6 enterprises each provide investment/wealth management services and financing services.These enterprises are just a microcosm of innovators in the financial field. Together with more troublemakers, they are full of creativity and ambition, and are promoting unprecedented changes in the financial industry.Recently, the real estate market continued to be active in 2013. The investment in real estate development in the first 11 months has exceeded the total amount of last year, with a year-on-year growth rate of 19.5%.The previous intensive real estate regulation policies have also been digested by the market, and the active rigid demand has pushed the housing market up in both quantity and price.In order to cool down the market, first tier and second tier cities successively issued local regulatory policies at the end of the year, including strict purchase restrictions and increasing the down payment ratio of second tier housing.It is expected that the regulation on the housing market will continue in the short term.The report predicts that the development of China's newspaper industry will show eight trends in the next 10 years: the intensive level of newspaper publishing will be greatly improved;The fourth growth cycle of the newspaper industry is coming;The central party newspaper and provincial party newspaper will establish the leading position of high-end mainstream newspapers;The development mode of city newspaper will be transformed significantly;Professional newspapers in the industry will generally establish a resource centric view;"Digital newspaper industry" will change the form of traditional newspaper industry;Professional journalists and professional newspaper managers will accelerate the formation of groups;The overseas newspaper market will become a new development space.
In combination with specific financing projects, it can be found that the above three areas show the following characteristics:
