零售業的定價與競爭分析

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. ​

探索的領域

• 所研究市場中各個品牌的價格點是多少？
• 與競爭品牌相比，品牌處於什麼位置？
• 定價時應考慮的品牌屬性本身為何？
• 顧客和非顧客的人口心理特徵是什麼？
• 特定人口統計特徵（例如年齡、收入、性別）的客戶動機、行為和態度是什麼？
• 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?​
• 正在研究的市場和可以找到其特許經營品牌的其他市場的品牌定位有哪些潛在機會？
• 在定位品牌時還有哪些策略可用？

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.  

典型定價策略的各個方面都受到影響：

我們可以使用的一個可能的框架如下：

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:

•         確定並量化市場規模
•         確定年增長率/成長潛力？
•         確定市場區隔
•         確定目前的玩家/競爭對手、競爭對手的分佈模式、
•         對整個五金行市場進行 SWOT 分析
•         需求趨勢及領域描述-（需求模型）
•         供應狀態－零售（供應模式）
•         建立淨有效需求（需求供給模型整合）
•         需求預測-（基於市場未來趨勢）
•         零售分銷模式—建築材料/產品零售商。
•         估計缺口或盈餘
•         進行風險和緩解分析

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.   

整體目標號

• 消費者心理
• 非消費者心理
• 品牌認知-顧客概況
• Non-brand Perception Non-Customer profile​
• 消費者品牌認知
• Consumer Behaviors and purchase decision making process​
• 與定價相關的消費者偏好的品牌屬性

此定量階段提供了以下方面的有價值的數據和測量：  

• 品牌價位
• Differences in pricing by malls, shopping centers, and other retail locations
• 針對內部品牌和競爭對手品牌的基準品牌價格
• 客戶群之間的差異

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).​  

聯絡我們，了解我們如何幫助您的業務發展。