B2B 利害關係人市場研究

B2B 市場常常忽略 B2B 利害關係人意見和看法的重要性。

Understanding perception is crucial as it impacts investment decisions, the willingness of supply chain stakeholders to work together and countless daily activities dependent on having consistent perceptions.  In today’s B2B markets, perceptions are enhanced, developed, and sustained through the following channels.

• B2B 貿易與新聞網站
• 旅行和會議
• B2B 部落格和論壇
• B2B 社群網絡
• 病毒媒體
• 一致性
• 文化
• 影響者、關鍵意見領袖和參考領袖

Referential leaders are stakeholders with significant relevance on an individual’s evaluations, aspirations, or behavior.

在 B2B 市場中，這可能包括關鍵意見領袖、工作上級、行業作者和其他人。他們擁有有效的說服力和“力量”，包括

• 資訊力量： A person who has access to elusive information can influence
• 專家力量： An expert’s recommendation can influence
• 獎勵力量： A person’s ability to reward (such as a promotion or social approval) can influence
• 參考功率： A mere recommendation can influence

參考領導者的影響力程度隨著這些領導者對影響品牌認知的利害關係人的影響而改變。在決定影響者的影響力時，SIS International 通常會探討以下內容：

• 市場覆蓋範圍 – 一個人有能力聯繫的人數。
• 影響品質 – 對個人觀點和意見的尊重。
• 影響頻率 – 個人影響購買決策的機會數。
• 接近決策 – 個人與決策者的距離有多近。
• 來源可信度 ——心中還殘留著多少疑惑。

文化差異

When dealing with perception, it is often helpful for companies to understand not only what the perceptions are, but also what they are based on.  Building on this idea, it is further helpful to understand how perceptions are diffused within a group of stakeholders. Depending on the culture, perceptions are derived from the following forms of knowledge:

• 來自受人尊敬的來源的影響
• 個人經歷
• 直覺
• 經驗證據

While for example, Germans and US Americans tend to culturally regard empirical knowledge as the most important form of insight, Brazilians may attribute more credibility to a “referential leader” such as a respected person.  Applying this insight to a market research study, it could mean crafting a flexible research design that can elicit core insights on how perceptions are diffused within each country.  For example, in Mexico, a market research firm can focus on how stakeholders build perceptions, be it through intuition, personal experience, influencers, or empirical information.  Research firms can incorporate into their data gathering approach how the 4 forms of knowledge contribute to the diffusion of perceptions.

最終，能夠塑造觀念的關鍵意見領袖應該具備以下特質：

• 涉及
• 已連接
• 有影響
• 受到別人的信任
• 潮流引領者

透過理解和利用這些概念，行銷人員可以更好地與 B2B 利害關係人互動。