What Types Of Studies Are Being Conducted?什麼類型的研究，現正進行？

By Matthew Harrison, Director of B2B International China由Matthew哈里森，主任的B2B國際中國

Across industries, it is noticeable that the type of research commissioned is markedly different from the situation in Europe and North America. 橫跨工業，值得注意的是，研究類型委託是明顯不同的情況，在歐洲和北美洲。 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，研究反映了目標公司的經營，在成熟的市場，誰要建立客戶忠誠度，達到分化，通過品牌，監察滿意他們的僱員，開發新的概念或部分自己的目標受眾。 Typical research projects are therefore customer and employee satisfaction studies, branding studies, concept tests and segmentations. 典型的研究項目，因此，客戶和員工的滿意度研究，品牌研究，概念測試和分割。

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.在中國大陸另一方面，較高比例的研究項目（ 60 ％以上）都集中在市場的評估研究，在其中的客戶（往往是外國公司）所要求的全面的解釋，如何市場結構，誰是關鍵角色什麼是市場規模。 The following paragraphs discuss the type of business-to-business research being conducted in China:以下段落討論類型的企業對企業的研究正進行在中國：

Market assessment studies市場評估研究

Market assessment studies make up around two thirds of all business-to-business studies conducted in China, whether by Chinese or foreign research agencies.市場評估研究，彌補大約三分之二的所有企業對企業進行的研究在中國，無論是中國或外國的研究機構。 The profile of the companies commissioning this work varies hugely:概況該公司委託這方面的工作不同，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. •中型外國公司負責很高比例的市場評估項目，作為他們所尋求的證據為基礎的意見決定是否進入中國市場是可行的他們，如果是的話，他們如何去作出最這個機會。

• 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. •較大的西方國家的公司往往有一個相對有限的存在，在中國（也許只是一個代表辦事處，在最大的城市之一） ，並尋求諮詢意見，說明如何成為真正嚴重的球員與市場，無論從路線，以市場和潛在的地理位置在特別是。 Most of these projects are commissioned by Western headquarters, who often seek a cross-check to the information they receive internally.大部分這些項目都是委託西部總部，誰往往尋求一個交叉核對，向他們提供的資料的內部。

• Chinese companies typically commission Chinese agencies to identify diversification and export opportunities. •中國公司通常委員會中國機構查明的多樣化和出口機會。

Customer satisfaction客戶滿意度

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.客戶滿意度項目是遠不及經常委託比在西方市場，但是一個重要的少數中國公司與外國公司都是委託這類型的工作。 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.在商業對商業的市場，大多數的客戶滿意度的工作是進行在產品，而不是服務市場，與工程機械的主要部門，目前需要這種類型的工作。

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.這反映了一個事實，這個部門是比較成熟的在中國，與既定的渠道，市場和競爭的環境，要求公司取得優勢的競爭。 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.第二個關鍵部門的條款，企業對企業的客戶滿意度研究是資訊科技界，另一個競爭性的行業與範圍，分化和高端用戶的要求。 Providers of software packages such as CRM systems are a key audience.供應商的軟件包，如CRM系統是一個關鍵的觀眾。 However, whilst most of the machinery companies commissioning business-to-business research are foreign, the IT companies tend to be Chinese.不過，雖然大部分的機械公司委託商業對商業的研究是外國， IT公司往往是中國人。

Acquisition studies採集研究

Acquisition studies are extremely popular amongst foreign companies seeking to establish themselves in China.採集的研究是非常受歡迎的，其中外國公司謀求建立自己在中國。 A couple of drivers are behind this trend.一對夫婦的司機背後的這個趨勢。 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，外國公司承認的必要性，以取得當地工作人員和知識，以便充分了解他們的目標市場，並有說服力的本地買家。 Secondly, market entry regulations in many industries require foreign entrants to access the market only through joint ventures with Chinese partners.其次，進入市場的規例，在許多行業要求外國入境者進入市場，只有通過合資企業與中國合作夥伴。 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.許多西方國家的公司，因此，收購的股份，一家中國公司，或成立一個完全的新公司，與他們作為合作夥伴，是唯一可行的方式進入中國市場。 For this reason, pharmaceutical companies and foreign banks are particularly likely to commission acquisitions studies as a prelude to a possible due diligence process.基於這個原因，製藥公司和外資銀行，特別是有可能的收購委員會的研究視為一個前奏，一種可能的盡職調查過程中。

Pricing studies定價研究

Pricing studies are commissioned largely by foreign clients, either as part of a wider market assessment project or in their own right.定價委託研究，主要是由外國客戶，無論是作為一個組成部分，更廣闊的市場評估項目，或在他們自己的權利。 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.的困難，進行定價的研究在任何地理是眾所周知的-要求受訪者有多少，他們將支付產品或服務是極不可能的結果，在一個可靠的回應，和技術，如聯合分析和s imalto可以混淆，很多受訪者。 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.這是尤其如此，在商業對商業的市場，這往往涉及更複雜的價值主張，比消費部門，當然是在中國的情況。 As a result, most pricing research involves a combination of mystery shopping with suppliers and projective questioning to target markets.因此，大多數的定價研究涉及的組合Mystery Shopping的與供應商和射影質疑，以目標市場。 A mixture of foreign and Chinese businesses commission this type of work.混合外國和中國企業委員會，這類型的工作。

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.作為外國公司與駐留在中國尋求在此基礎上存在精煉他們的營銷策略，分割的研究已經開始進行，在商業對商業市場。 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.公司在業務相關的石化工業和製藥工業是最有可能委員會的這種類型的工作，由於事實，即他們往往以處理相對同質的目標市場，以及所遇到的嚴重困難，在鑑別他們的產品，並因此作出足夠的保證金，在中國。

Matthew Harrison, Director of 馬修哈里森，主任 B2B International B2B的國際 and 和 B2B International China 中國的B2B國際 . 。 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的國際公司是一家商業對商業的機構，總部設在曼徹斯特，英國，該公司有一個附屬辦事處-國際B 2B的中國-在北京和美國的辦事處設在紐約。

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.這是第一部份的B2B的國際條商業對商業市場在中國的研究，下週我們將公佈的第二部分。 Here這裡 you can find the full article.你可以找到完整的文章。