IMI消費(fèi)行為與生活形態(tài)PPT

1、IMI 消費(fèi)行為與生活形態(tài)年鑒Integrated Marketing Information為您在中國(guó)的客戶提供最佳的解決方案The solution to deliver more to your clients in China 1我們的使命（IMI mission） 為經(jīng)濟(jì)處于快速增長(zhǎng)的中國(guó)市場(chǎng)提供準(zhǔn)確而廣泛的技術(shù)支持！ To contribute to the Chinese fast moving economy by delivering an accurate and broad image of the Chinese society2關(guān)于我們（The company）博統(tǒng)正

2、析數(shù)據(jù)信息咨詢公司正式成立于2001年 IMI was officially created in 2001自1995年開始收集國(guó)內(nèi)消費(fèi)者調(diào)查數(shù)據(jù) Has been collecting data since 1995由北京廣播學(xué)院廣告研究方面的兩位知名專家主持研究與編篡工作 Based on the work and with the participation of two of the most well known media professors from Beijing Broadcasting University 丁俊杰 院長(zhǎng) ( Ding JunJie)黃昇民院長(zhǎng)( Huan

3、g Shengmin)由最初的3個(gè)城市的市場(chǎng)調(diào)查發(fā)展到目前的21個(gè)城市 Started with 3 cities, now covering 21 cities across China3我們的客戶（The clients）超過(guò)1500家客戶，基本涉及社會(huì)生活形態(tài)的所有領(lǐng)域 With more than 1 500 clients, IMI reaches all industries市場(chǎng)調(diào)查 Market Research廣告代理公司 Advertising agencies企業(yè) Advertisers公共機(jī)構(gòu) Institutions 遍及國(guó)內(nèi)外 In China and abroad4

4、我們能提供什么（Our product）提供如下幾個(gè)方面詳細(xì)了解中國(guó)市場(chǎng)綜合信息的工具 A yearbook that includes all the information needed to understand the Chinese market in terms of市場(chǎng)基本情況（人口統(tǒng)計(jì)，經(jīng)濟(jì)發(fā)展水平，居民生活條件等） Market conditions in the cities (demographics, economic development and living conditions)地區(qū)媒介接觸習(xí)慣（超過(guò)1,000個(gè)媒體調(diào)查，涉及電視，廣播，報(bào)紙，雜志和互聯(lián)網(wǎng)絡(luò)等）

5、 Media habit (more than 1,000 media surveyed including TV, Radio, Print and Internet)關(guān)于消費(fèi)者對(duì)產(chǎn)品與服務(wù)方面的消費(fèi)態(tài)度 Usages and Attitudes towards a full range of products and services5數(shù)據(jù)收集方式（Methodology）IMI 與央視-索福瑞媒介研究機(jī)構(gòu)（涉及國(guó)內(nèi)外電視媒體用戶的調(diào)查與研究）進(jìn)行合作 IMI partner with CSM (CVSC Sofres Media) -The reference in China and

6、aboard for its TV audience methodology超過(guò)21,000個(gè)樣本戶的入戶訪問(wèn) More than 21, 000 successful face to face interviews conducted in 2002超過(guò)21,000個(gè)被訪問(wèn)者提交的文字調(diào)查問(wèn)卷 And more than 21, 000 additional questionnaires completed by the interviewees6取樣方法（Sampling method ）多級(jí)組合隨機(jī)抽樣 Multi-level Mixed Random Sampling抽樣涵蓋21個(gè)城市

7、市區(qū) Urban districts in 21 cities抽樣目標(biāo)：16-60歲居民 Target : Individuals aged 16 to 602種調(diào)查形式（2 interview methods）關(guān)于生活態(tài)度以及媒體接觸習(xí)慣等調(diào)查進(jìn)行入戶現(xiàn)場(chǎng)訪問(wèn) Face to face interview for attitude and media habit關(guān)于居民消費(fèi)情況的調(diào)查采取將調(diào)查問(wèn)卷留置樣本戶家中進(jìn)行筆答 Questionnaire left for a few days for all the consumption questions數(shù)據(jù)收集方式（Methodology）7

8、IMI 助您一臂之力IMI answers your needsIMI為您提供能夠制定與中國(guó)市場(chǎng)相關(guān)的，全面的市場(chǎng)調(diào)查所需的數(shù)據(jù)支持 IMI delivers to your table the data that will enable you successful market research in the challenging Chinese environment一個(gè)可以建立起更規(guī)范，更準(zhǔn)確的調(diào)查方法的規(guī)則 A tool to build more accurate methodologies進(jìn)一步提高調(diào)查數(shù)據(jù)的價(jià)值 A support to increase the value

9、of the results8提供更好的調(diào)查方法Support for better methodology9更細(xì)化的人口普查Beyond the census中國(guó)國(guó)內(nèi)的人口普查方式相對(duì)落后和有限 Chinese census is outdated and limited我們將使用國(guó)際的標(biāo)準(zhǔn)和工具，運(yùn)用人口統(tǒng)計(jì)學(xué)的理論來(lái)對(duì)中國(guó)人口進(jìn)行評(píng)估 We use international standards and tools to evaluate the population and define it through demographics information如果您需要調(diào)查一個(gè)城市，一個(gè)

10、地區(qū)，或一個(gè)更確切的目標(biāo)，而我們擁有您需要的統(tǒng)計(jì)數(shù)字 You need to survey a city, a district, a specific target, we have their demographics 無(wú)須浪費(fèi)時(shí)間！ Dont go blind !10更多準(zhǔn)確的信息More accurate and more information人口普查數(shù)據(jù)是以世界健康組織（WHO）的統(tǒng)計(jì)模式為基礎(chǔ)，對(duì)每個(gè)城市進(jìn)行更準(zhǔn)確的預(yù)測(cè) An extrapolation of the census data based on the WHO model (World Health Organiz

11、ation) to have the best estimations in each city我們有更細(xì)化的統(tǒng)計(jì)方法以適應(yīng)市場(chǎng)研究的需求 Some demographics spread adapted to market research從受調(diào)查人員的收入，年齡，職業(yè)等，甚至涉及到更基礎(chǔ)的領(lǐng)域 Income, age, occupation, spread in significant and consistent categories是中英文對(duì)照，擁有詳盡市場(chǎng)調(diào)研信息的工具書 An exhaustive information in a bilingual book11確定目標(biāo)Targe

12、ts definition如果您想調(diào)查某產(chǎn)品的目標(biāo)受眾 You want to survey the consumer of a product我們知道他們是誰(shuí) We know who they are我們知道他們?cè)谀睦?We know where they are為您節(jié)省寶貴的時(shí)間與金錢 You save time and money因?yàn)槲覀兊臄?shù)據(jù)涵蓋了快速流通領(lǐng)域當(dāng)中近千種產(chǎn)品，包括耐用品和相關(guān)的服務(wù)領(lǐng)域 We cover more than XX products in the fmcg, the durable goods and the services12實(shí)例（Example）我們

13、可提供更確切的目標(biāo)數(shù)據(jù) A specific target information北京人口統(tǒng)計(jì)中女性占有的比例為48.1% Female in Beijing . 48.1%其中年齡25-54歲的為25.2% Aged 25 to 54 25.2%每天都使用護(hù)發(fā)香波產(chǎn)品的占5.8% Using shampoo daily 5.8%13實(shí)例（Example）或者我們可以描述日常使用洗發(fā)水的消費(fèi)者的特點(diǎn)： Or pro those using shampoo daily大部分是年輕女性 More likely to be a woman, to be young經(jīng)濟(jì)比較富裕 And to earn

14、 more money更多有價(jià)值的信息 A highly valuable information !14提供更好的支持Support for better results15有獨(dú)到見解的提案Knowledgeable proposals為您的提案提供更充分的數(shù)據(jù)來(lái)驗(yàn)證眾多的市場(chǎng)理論 Support to write proposals with additional data to prove an extensive market knowledge 根據(jù)產(chǎn)品的細(xì)化而使調(diào)查方法更加多樣化 Methodology used vary according to the penetration

15、of goods 例如電話 such as telephone 對(duì)不同的市場(chǎng)規(guī)模都需要進(jìn)行調(diào)查 but also size of the market you want to survey我們的年鑒包括了所有您制定提案所需要的數(shù)據(jù)支持 Our yearbook includes all the data you need to write those proposals16增加了生活態(tài)度的調(diào)查Added value of attitudes為了更好地服務(wù)于我們共同的客戶，我們要更加深入地了解當(dāng)?shù)叵M(fèi)者為什么這樣做和如何去做 To better serve your clients and ou

16、r clients we go beyond possession to understand the why and the how對(duì)于不同產(chǎn)品的品類我們都有一系列觀點(diǎn)來(lái)更好地區(qū)分中國(guó)社會(huì)形態(tài) For each category of product we have a series of attitude statements to better segment Chinese society形態(tài)區(qū)分的結(jié)果 Segmentation results生活態(tài)度分析 Attitude analysis以及很多有參考價(jià)值的信息加入到你的提案當(dāng)中 A great value to add in pr

17、oposals17有目共睹的結(jié)果（Actionable results）IMI年鑒提供的信息可以使您的調(diào)查報(bào)告更加完善 The data from our yearbook can easily be integrated in your research調(diào)查報(bào)告將滿足你的客戶的迫切需要 To deliver results that will make a difference to your clients18數(shù)據(jù)已經(jīng)在您面前The information is already here所有您的客戶都需要很多信息 For all your clients needing to預(yù)測(cè)一個(gè)或多個(gè)

18、市場(chǎng) Size up one or several market評(píng)估不同競(jìng)爭(zhēng)對(duì)手的市場(chǎng)份額 Evaluate the market shares of different competitors了解與競(jìng)爭(zhēng)對(duì)手相關(guān)的品牌的使用情況 Understand the usages of their brand versus the competitors還有更多 And much more這些信息我們已經(jīng)具備了 The information is already available !19案例：酒類產(chǎn)品Example, the alcohol sector20酒類，一個(gè)新品牌面對(duì)的市場(chǎng)Alcohol

19、, a market with a new comer數(shù)據(jù)來(lái)源：北京市場(chǎng)飲用頻率為每月至少喝一次Consumption at least once a month in Beijing葡萄酒消費(fèi)量比2001年下降了28.7%The wine consumption decrease 28.7% compare with 2001212個(gè)品牌在市場(chǎng)當(dāng)中占主導(dǎo)地位A market dominated by 2 brands最常飲用的葡萄酒品牌Most frequently used brands只有19%的消費(fèi)者沒(méi)有固定的飲用品牌With only 19% of theConsumers not

20、having a preferred brand22主要消費(fèi)者With high value consumers與總?cè)丝谙啾?，重度消費(fèi)者的收入劃分（每周至少飲用一次） Income spread of heavy consumers (at least once a week) versus general population我們的目標(biāo)消費(fèi)者是收入超過(guò)1000元的顧客Our target is the people who income is more than RMB 1,00023我們可以得到更多More than just eyeballsIMI使用方法 IMI follows the

21、 usages of了解某產(chǎn)品的所屬品類和相關(guān)服務(wù)（包含旅游業(yè)，快速流通領(lǐng)域產(chǎn)品和媒介接觸習(xí)慣） 9 category of products and services (including tourism, fmcg goods, media habits )涉及5,490個(gè)品牌的調(diào)查 For a total number of brand measured of 5,490根據(jù)以前7年的數(shù)據(jù)積累來(lái)預(yù)測(cè)未來(lái)的市場(chǎng)趨勢(shì) With the back data for the previous 7 years to anticipate the future24對(duì)于每個(gè)產(chǎn)品的品類 For each

22、 category of productIMI以列表的形式增加了使我們更容易了解消費(fèi)者消費(fèi)行為的內(nèi)容 IMI adds the value of a better understanding of the consumer behaviors with a list of attitudes同時(shí)也進(jìn)行了市場(chǎng)劃分 It also provides a market segmentation我們可以得到更多More than just eyeballs25可以使用的數(shù)據(jù)Data available !26涵蓋的城市Cities surveyed北京Beijing上海Shanghai廣州Guangz

23、hou重慶Chongqing武漢Wuhan西安Xian沈陽(yáng)Shenyang哈爾濱Harbin長(zhǎng)春Changchun天津Tianjin鄭州Zhengzhou青島Qingdao南京Nanjing長(zhǎng)沙Changsha南昌Nanchang杭州Hangzhou寧波Ningbo福州Fuzhou深圳Shenzen成都Chengdu昆明Kunming27日常生活和媒介接觸習(xí)慣Everyday life and media habits日常生活 Everyday life- 電器及耐用品擁有率 Possession of electronic and durable goods- 服務(wù)性產(chǎn)品消費(fèi)情況 Servi

24、ce usages-消費(fèi)信息 Information consumption-產(chǎn)品 Products- 服務(wù)Services - 休閑Leisure - 旅游Travel媒介分析 Media exposure- -電視 Television- 廣播Radio- 報(bào)紙Newspapers- 雜志Magazines- 電影Movies- 體育賽事Sport events- 交通工具 Means of transportation- 互聯(lián)網(wǎng)絡(luò)Internet 28服務(wù)行業(yè)和家庭耐用品Services and appliances家用電器 HH elect. appliances-電視機(jī)Color T

25、V- 電冰箱Refrigerator-微波爐 Microwave oven- 洗衣機(jī)Washing machine- 空調(diào) Air-conditioner-錄像機(jī) VTR-音響 Hi Fi / Stereo- VCD- DVD- 照相機(jī)Camera- 膠卷 Film-電池 Battery住房，汽車，金融，保險(xiǎn) Housing, car, finance, investment, insurance飲食及購(gòu)物場(chǎng)所Restaurant and shopping places 百貨商場(chǎng) Department store and shopping center-超市 Supermarket-西式快餐店 Western style fast-food restaurant個(gè)人電腦Person