Research On Marketing Strategy Of Shandong H Market Research And Consulting Company

The market research industry has been developed rapidly in China since1988. Information such asindustry conditions, consumer psychology and product positioning has become vital of importance to all kindsof enterprises, especially when foreign-funded enterprises are entering the Chinese market gradually throughthe way of joint ventures and wholly owned subsidiaries, market research has become a popular demand. Somewell-known foreign research companies which have relatively leading technologies and industry experiencehave purchased private market research companies or become shareholders of them by means of joint venturesone by one. This form of combination has increased the overall level of domestic market research industry,with the appearance of new research ideas, research methods and analysis techniques. However the rapiddevelopment of the market research industry has also led to many questions. For example, mechanisms andpersonnel can’t keep up with the speed of development, resulting in a lot of quality problems. Besides, manyprivate market research firms have poor marketing sense, and the business model of processing the researchprojects of the nationwide research firms as agent in early days has encountered bottlenecks, so brand newmarketing strategies are in urgent need to help to search new clients, discover new models of profit gainingand new growth points of profit for the permanent survival of enterprises.According to the author’s own experience of working on market research firms and deep interviewsabout the industries and customers, first hand materials of the present situation on market research industriesand the needs of customers have been obtained. On basis of these materials, this paper analyzes the businessmodels of market research firms and describes the present situation and the existent questions of the companywith the market research and consulting company called H as one example, and summarizes the causes ofthese problems. Besides, some mature ideas about marketing strategy are introduced to construct a newmarketing strategy for company H. The research results have been partly introduced to the working practice ofcompany H and made a good effect for business growth. In later stage, the research results will be applied tocompany H to a deep extent, and the intensity of reform will be strengthened gradually to help the company toachieve Second Venture, and then plays a positive effect in the development of the whole market researchindustry.