中国市场研究

Market research is a key tool for companies aiming to expand their reach and understand consumer behavior. With a population of 1.4 billion and a rapidly developing economy, China presents immense potential for companies seeking new market opportunities.

因此，对于企业而言，在中国这个复杂且不断发展的市场中争取竞争优势，市场研究已成为核心工作。

中国的市场研究行业

近年来，中国的市场研究行业蓬勃发展，这得益于经济繁荣和消费者对了解消费者的强烈渴望。这种扩张是由于中产阶级的增长、消费者支出的增加以及各行各业对市场研究服务的需求不断增长等一系列因素造成的。

The Chinese market research landscape is marked by a strong preference for the consumer goods, automotive, healthcare, and technology sectors. The market research sector is on the verge of considerable growth, offering several attractive prospects for organizations interested in gaining advanced insights to establish a competitive advantage in the marketplace.

Furthermore, China’s market research landscape is distinctively shaped by a mix of conventional and digital research methodologies. While traditional techniques such as focus groups and in-depth interviews remain dominant, the popularity of digital tools such as online surveys and mobile research apps is on the rise. This trend is especially evident in urban areas, where access to technology is greater and consumers are more receptive to modern research approaches.

在中国市场研究的重要性

You may be thinking about doing business in China. With over 1.3 billion people, China is the world’s second-largest economy. 获取在该市场取得成功所需的信息至关重要。

Secondary sources about markets and companies or government census data are more difficult for foreigners to access in China. Even if found, much of the data may not be reliable or properly collected.

It should be clear that to obtain more accurate and up-to-date information, it is quite important to find a market research firm in China that has a physical presence there (preferably in regions of interest to you). Such a company should have several years of experience, a multilingual and multicultural staff, knowledge about your industry, good references, and reasonable pricing.

Because of its enormous size, the best way to obtain representative quantitative data in China is probably via phone surveys. After that, qualitative techniques such as personal interviews and focus groups can complement the survey and probe for deeper insights into attitudes, perceptions, usage, and other behaviors.

一个主要的挑战是确定用于联系受访者的名单或来源。

Working with a single entity should provide consistent quality and control over any market research project. It also reduces the number of instances when communication and language barriers can jeopardize a project.

市场营销、广告和市场研究对中国来说仍然比较新。

In the past 25 years or so, China has grown significantly as a global economy and market. Products are not just made there to be sold abroad, but increasing numbers are being imported. This has propelled the need for market research not only about consumers but B2B buyers and decision-makers as well. Because of its relative newness, respondents may be uncomfortable with or unsure about how to answer surveys and interviews. If someone says “yes” or “no”, it might not mean either; a nod might mean “I agree” but equally could indicate “I understand what you are saying”!

进入一个新市场已经够难了，但进入一个有着悠久历史和文化的新国家就更令人畏惧了。

以下几点提示或许能帮助您成功进入中国市场。

The meaning of many product features may be quite different and even offensive in China. It is important to understand that an awkward translation of a brand name or advertising slogan can result in rejection or lost sales. Likewise, the improper use of colors, images, and even numbers associated with a product can spell success or failure.

Concepts of family, respect for the elderly, trust, dependability, and other aspects of a relationship impact how business is conducted and how goods and services may be perceived.

法律限制可能会影响某些产品的销售和使用，无论是对消费者还是 B2B 市场。

Rules and regulations also impact logistics and distribution into, out of, and within China. Conducting business there requires a local presence and networking with the proper officials.

Most significantly, Eastern and Western views may be radically different and create unforeseen problems if not identified early with the use of a market research or consulting firm familiar with all of these issues. If not already evident, it makes good sense to hire an interpreter who is fluent in the local dialect. The last thing you want to do is draw an incorrect conclusion based on a miscommunication of words or gestures.

当今中国市场

China is the world’s second-largest economy, with an emerging middle class, booming luxury goods and e-commerce sector, and large manufacturing base. Below are some of the market trends happening now.

企业面临着越来越多的本地竞争对手、劳动力成本上升等机遇和挑战

人民币向世界开放

区域成为创新中心

消费新重点

中国在房地产、企业和旅游方面的支出

二至五线城市的机会

中国市场研究的优势和机遇

对于希望在中国市场立足的企业来说，在中国开展市场研究是一项非常值得称赞的策略。在中国开展市场研究的一些主要优势如下：

• 公司可以获得有关消费者偏好、态度和行为的宝贵见解，从而开发出满足中国民众苛刻需求的产品和服务。
• 通过中国市场研究，企业可以发现新兴趋势、消费者行为的变化以及可能影响其利润的潜在变革因素。有了正确的数据和见解，企业可以做出明智的决策，从而在竞争激烈的中国市场中蓬勃发展。
• Creating successful marketing strategies requires a solid understanding of consumer behavior and market trends in China. Companies must conduct market research to gain in-depth insights into the most effective means of reaching the target audience and to identify the most effective marketing channels in the Chinese market.
• Assessing the competitive environment is crucial for companies operating in China, a fiercely competitive market dominated by a variety of domestic and international players. Through comprehensive market research, entrepreneurs can better grasp their competitors’ strengths and limitations and devise strategies to distinguish themselves in the marketplace.

中国市场研究的挑战和考虑

虽然在中国开展市场研究可以带来利润，但企业必须仔细考虑他们在这个市场可能遇到的各种挑战和因素。因此，企业在中国进行市场研究时必须考虑以下挑战：

• 在中国进行市场调研需要深入了解该国的语言和风俗习惯，这对企业来说是一个巨大的障碍。文化差异和语言障碍的复杂性会严重影响调研结果的准确性和可靠性。
• 由于监管环境复杂且数据欺诈行为盛行，在中国收集可靠数据是一项艰巨的任务。
• The challenges associated with obtaining a representative sample for research studies in China are exacerbated by the country’s vast and heterogeneous population. As such, sampling poses a tremendous challenge that must be addressed with precision and care to ensure the credibility and validity of the research results.
• 尽管中国在技术上取得了令人瞩目的进步，但一些农村地区仍然无法充分享受到这些技术带来的益处。这对这些地区的研究提出了挑战，并可能影响研究结果的可靠性。
• Companies must have a thorough understanding of the regulations and guidelines to ensure compliance and mitigate potential liabilities. Keeping abreast of the evolving regulatory landscape is an absolute must-practice for companies striving to achieve seamless compliance and minimize risk exposure.

The Future Outlook for Market Research in China

• 中国的技术发展使该国成为全球技术领域的一支强大力量。这将包括利用数字和移动技术收集数据，以及部署尖端人工智能和大数据分析，这将有助于更精确、更深入地审查和解读研究见解。
• Given the growth of China’s middle class and increased consumer spending, companies are expected to continue emphasizing consumer insight. This includes acquiring a thorough understanding of consumer preferences, behaviors, and buying patterns to gain and maintain a competitive advantage.
• Safeguarding data privacy and security has emerged as a critical concern in China. To maintain compliance, organizations must adhere to the local statutes and protocols pertaining to data protection and privacy.
• 随着消费者越来越重视社会和环境意识，企业必须提高对理解这些趋势并将其融入市场研究工作的承诺。高度重视负责任的做法对于保持竞争优势和满足有责任心的消费者不断变化的需求至关重要。
• As first-tier cities such as Beijing and Shanghai reach a point of market saturation, there is a growing recognition of the emerging importance of second-and third-tier cities in China. These geographic regions have become increasingly attractive to businesses due to their untapped growth potential and the opportunity to gain valuable insights into consumer behavior. As such, there is a shift towards a more strategic focus on these areas as businesses seek to capitalize on the opportunities that they present.

关于 SIS 国际研究部在中国

SIS International Research 是一家领先的市场研究和战略研究公司，在提供定性实地调查、定量数据收集和战略研究解决方案方面拥有 40 多年的经验。SIS International 提供定量、定性和战略研究。我们提供决策所需的数据、工具、战略、报告和见解。我们进行访谈、调查、焦点小组和许多其他市场研究方法和方法。请联系我们，了解您的下一个市场研究项目。

我们的主要解决方案包括：

• 新产品概念研究
• 忠诚度和细分研究
• 广告研究与测试
• 焦点小组和客户访谈
• 调查和数据收集
• 竞争分析
• 品牌洞察
• 市场进入与机会研究
• 战略重新定位研究
• 民族志
• 市场评估
• 调查

Our key points of differentiation include high-quality project management, extensive experience in China, cost competitiveness, and strong reputation.