What Types Of Studies Are Being Conducted?什么类型的研究，现正进行？

By Matthew Harrison, Director of B2B International China由Matthew哈里森，主任的B2B国际中国

Across industries, it is noticeable that the type of research commissioned is markedly different from the situation in Europe and North America. 横跨工业，值得注意的是，研究类型委托是明显不同的情况，在欧洲和北美洲。 In the West, research reflects the objectives of companies operating in mature markets, who want to establish customer loyalty, achieve differentiation through branding, monitor the satisfaction of their employees, develop new concepts or segment their target audience. 在西方，研究反映了目标公司的经营，在成熟的市场，谁要建立客户忠诚度，达到分化，通过品牌，监察满意他们的雇员，开发新的概念或部分自己的目标受众。 Typical research projects are therefore customer and employee satisfaction studies, branding studies, concept tests and segmentations. 典型的研究项目，因此，客户和员工的满意度研究，品牌研究，概念测试和分割。

In China on the other hand, a high proportion of research projects (over 60%) are focused on market assessment studies, in which clients (often foreign companies) are asking for a comprehensive explanation of how markets are structured, who are the key players and what is the market size.在中国大陆另一方面，较高比例的研究项目（ 60 ％以上）都集中在市场的评估研究，在其中的客户（往往是外国公司）所要求的全面的解释，如何市场结构，谁是关键角色什么是市场规模。 The following paragraphs discuss the type of business-to-business research being conducted in China:以下段落讨论类型的企业对企业的研究正进行在中国：

Market assessment studies市场评估研究

Market assessment studies make up around two thirds of all business-to-business studies conducted in China, whether by Chinese or foreign research agencies.市场评估研究，弥补大约三分之二的所有企业对企业进行的研究在中国，无论是中国或外国的研究机构。 The profile of the companies commissioning this work varies hugely:概况该公司委托这方面的工作不同，巨大的：

• Medium-sized foreign companies are responsible for a high proportion of market assessment projects, as they seek evidence-based advice on whether entry into the Chinese market is feasible for them, and if so, how they go about making the most of this opportunity. •中型外国公司负责很高比例的市场评估项目，作为他们所寻求的证据为基础的意见决定是否进入中国市场是可行的他们，如果是的话，他们如何去作出最这个机会。

• Larger Western companies often have a relatively limited presence in China (perhaps just a rep office in one of the largest cities) and seek advice on how to become really serious players within the market, in terms of routes to market and potential geographical locations in particular. •较大的西方国家的公司往往有一个相对有限的存在，在中国（也许只是一个代表办事处，在最大的城市之一） ，并寻求咨询意见，说明如何成为真正严重的球员与市场，无论从路线，以市场和潜在的地理位置在特别是。 Most of these projects are commissioned by Western headquarters, who often seek a cross-check to the information they receive internally.大部分这些项目都是委托西部总部，谁往往寻求一个交叉核对，向他们提供的资料的内部。

• Chinese companies typically commission Chinese agencies to identify diversification and export opportunities. •中国公司通常委员会中国机构查明的多样化和出口机会。

Customer satisfaction客户满意度

Customer satisfaction projects are far less frequently commissioned than in Western markets; nevertheless a significant minority of Chinese and foreign companies are commissioning this type of work.客户满意度项目是远不及经常委托比在西方市场，但是一个重要的少数中国公司与外国公司都是委托这类型的工作。 In business-to-business markets, most customer satisfaction work is conducted in product rather than service markets, with engineered machinery the main sector currently requiring this type of work.在商业对商业的市场，大多数的客户满意度的工作是进行在产品，而不是服务市场，与工程机械的主要部门，目前需要这种类型的工作。

This reflects the fact that this sector is relatively mature in China, with established channels to market and a competitive environment requiring companies to gain an edge over the competition.这反映了一个事实，这个部门是比较成熟的在中国，与既定的渠道，市场和竞争的环境，要求公司取得优势的竞争。 The second key sector in terms of business-to-business customer satisfaction research is the IT sector, another competitive industry with scope for differentiation and high end-user requirements.第二个关键部门的条款，企业对企业的客户满意度研究是资讯科技界，另一个竞争性的行业与范围，分化和高端用户的要求。 Providers of software packages such as CRM systems are a key audience.供应商的软件包，如CRM系统是一个关键的观众。 However, whilst most of the machinery companies commissioning business-to-business research are foreign, the IT companies tend to be Chinese.不过，虽然大部分的机械公司委托商业对商业的研究是外国， IT公司往往是中国人。

Acquisition studies采集研究

Acquisition studies are extremely popular amongst foreign companies seeking to establish themselves in China.采集的研究是非常受欢迎的，其中外国公司谋求建立自己在中国。 A couple of drivers are behind this trend.一对夫妇的司机背后的这个趋势。 Firstly, foreign companies recognise the necessity to obtain local staff and knowledge in order to fully understand their target markets, and to be convincing to local buyers.首先，外国公司承认的必要性，以取得当地工作人员和知识，以便充分了解他们的目标市场，并有说服力的本地买家。 Secondly, market entry regulations in many industries require foreign entrants to access the market only through joint ventures with Chinese partners.其次，进入市场的规例，在许多行业要求外国入境者进入市场，只有通过合资企业与中国合作伙伴。 To many Western companies therefore, acquiring a stake in a Chinese company, or setting up a completely new company with them as a partner, is the only viable way to enter the Chinese market.许多西方国家的公司，因此，收购的股份，一家中国公司，或成立一个完全的新公司，与他们作为合作伙伴，是唯一可行的方式进入中国市场。 For this reason, pharmaceutical companies and foreign banks are particularly likely to commission acquisitions studies as a prelude to a possible due diligence process.基于这个原因，制药公司和外资银行，特别是有可能的收购委员会的研究视为一个前奏，一种可能的尽职调查过程中。

Pricing studies定价研究

Pricing studies are commissioned largely by foreign clients, either as part of a wider market assessment project or in their own right.定价委托研究，主要是由外国客户，无论是作为一个组成部分，更广阔的市场评估项目，或在他们自己的权利。 The difficulties of conducting pricing research in any geography are well-known – asking a respondent how much they will pay for a product or service is extremely unlikely to result in a reliable response, and techniques such as conjoint analysis and SIMALTO can be confusing to many respondents.的困难，进行定价的研究在任何地理是众所周知的-要求受访者有多少，他们将支付产品或服务是极不可能的结果，在一个可靠的回应，和技术，如联合分析和s imalto可以混淆，很多受访者。 This is particularly the case in business-to-business markets, which tend to involve more complex value propositions than consumer sectors, and is certainly the case in China.这是尤其如此，在商业对商业的市场，这往往涉及更复杂的价值主张，比消费部门，当然是在中国的情况。 As a result, most pricing research involves a combination of mystery shopping with suppliers and projective questioning to target markets.因此，大多数的定价研究涉及的组合Mystery Shopping的与供应商和射影质疑，以目标市场。 A mixture of foreign and Chinese businesses commission this type of work.混合外国和中国企业委员会，这类型的工作。

Segmentation studies分割的研究

As foreign companies with a presence in China seek to build on this presence by refining their marketing strategy, segmentation studies are starting to be conducted in business-to-business markets.作为外国公司与驻留在中国寻求在此基础上存在精炼他们的营销策略，分割的研究已经开始进行，在商业对商业市场。 Companies in businesses related to the petrochemical and pharmaceutical industries are most likely to commission this type of work, due to the fact that they tend to deal with relatively homogenous target markets, and are experiencing severe difficulty in differentiating their products, and therefore making adequate margin, in China.公司在业务相关的石化工业和制药工业是最有可能委员会的这种类型的工作，由于事实，即他们往往以处理相对同质的目标市场，以及所遇到的严重困难，在鉴别他们的产品，并因此作出足够的保证金，在中国。

Matthew Harrison, Director of 马修哈里森，主任 B2B International B2B的国际 and 和 B2B International China 中国的B2B国际 . 。 B2B International is a business-to-business agency headquartered in Manchester, UK.  The company has a subsidiary office – B2B International China – in Beijing and an American office in New York. B2B的国际公司是一家商业对商业的机构，总部设在曼彻斯特，英国，该公司有一个附属办事处-国际B 2B的中国-在北京和美国的办事处设在纽约。

This is the first part of the B2B international article Business to Business Market Research in China, next week we will publish the second part.这是第一部份的B2B的国际条商业对商业市场在中国的研究，下周我们将公布的第二部分。 Here这里 you can find the full article.你可以找到完整的文章。