零售定价与竞争分析

SIS provides comprehensive retail pricing and competitive analysis and strategy to understand the pricing and brand perceptions consumers hold.  A core purpose of our retail research projects is to understand where in the minds of consumers do competing brands stand at various price points. ​

探索领域

• 研究市场中各个品牌的价格点是多少？​
• 与竞争品牌相比，该品牌的地位如何？​
• 定价时应该考虑品牌本身的哪些属性？​
• 顾客和非顾客的心理人口统计数据是怎样的？​
• 特定人口统计资料（如年龄、收入、性别）对客户动机、行为和态度有何影响？
• What is the market and psychological environment of stores (i.e., what other stores exist in close proximity that may impact purchasing decisions by customers?​
• 对于所研究的市场以及可以找到其特许经营品牌的其他市场而言，品牌定位有哪些潜在机会？​
• 在定位品牌方面还有哪些其他策略可供选择？​

With these and other questions explored, SIS often develops key pricing, positioning, brand-related, and competitive-recommended positions.  We help our clients to develop a robust and accurate pricing strategy for their brands.  

典型定价策略的各个方面都面临着以下影响：

我们可能使用的一个框架如下：

Phase 1  Secondary Research

SIS conducts secondary research to uncover trends and the reasons behind certain trends.  The secondary desk research can achieve the following:

•         确定并量化市场规模
•         确定年增长率/增长潜力？
•         确定市场细分
•         确定当前的参与者/竞争对手、竞争对手分布模型，
•         对整个五金店市场进行 SWOT 分析
•         需求趋势和领域描述-（需求模型）
•         供应状况 – 零售（供应模式）
•         建立净有效需求（需求供应模型整合）
•         需求预测-（基于市场未来趋势）
•         零售分销模式——建筑材料/产品零售商。
•         估计缺口或盈余
•         进行风险和缓解分析

Phase II  Qualitative Research

Consumer Interviews can be done virtually or in-person.  Another popular Qualitative research method is Focus Groups.  This phase provides depth of knowledge into unmet customer needs and potential competitive threats.  B2B experts can also be interviewed for insights into sales, distribution, expertise and forecasts.  We collaborate with our clients during each process, and this can be an iterative process.

Phase III  Quantitative Intercepts

SIS may develop a questionnaire in collaboration with our clients to understand the perceptions, behaviors and purchase decision-making process of consumers in the local markets. The surveys quantify consumer insights and allow the study to understand the prevalence of these insights.   

总体目标​

• 消费者心理统计
• 非消费者心理特征
• 品牌认知-客户资料
• Non-brand Perception Non-Customer profile​
• 消费者品牌认知
• Consumer Behaviors and purchase decision making process​
• 消费者偏好的品牌属性与定价相关

这个定量阶段提供了有价值的数据和测量：  

• 品牌价格点
• Differences in pricing by malls, shopping centers, and other retail locations
• 将品牌价格与内部品牌和竞争品牌进行对比​
• 客户群体之间的差异

Phase IV   Pricing & Strategic Analysis

The last phase synthesizes the data collected from Phase I – III​.  The core objective of this phase is to synthesize all research completed (primary and secondary) and position intelligence within a clear metrics-based framework.  Benchmarks are a key part of SIS’s intelligence gathering and analysis, as this can be further leveraged for additional analysis (e.g., in future years and/or across other countries).​  

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