摘要

市场研究(Market Research )行业伴随着全球最大的日用消费品企业宝洁(P&G )

进入中国市场而逐渐发展了起来,从上个世纪80年代末至今已经有20多年的历史。

在20多年中,中国市场研究行业从无到有从生涩到成熟发展到至今100亿左右的

年营业额,全球排名前十的市场研究公司几乎都已经进入中国市场,中国本土的市

场研究公司也取得了长足的发展。同样,随着中国市场研究行业的发展,市场研究

公司间的竞争也在加剧,如何在复杂多变的竞争环境中突出自己的特色和提升自己

的竞争力是每一个市场研究公司都在思索和实践的使命。

伴随着中国改革开放的不断前进,中国的经济取得了长足的发展,中国的企业

已经逐渐由世界制造工厂慢慢向品牌化发展,不同企业和不同品牌的竞争更加白热

化,二三十年前靠拍脑袋和仅仅靠经验就能够大把赚钱的时代已经一去不复返,如

何通过了解市场,了解消费者,了解我们的客户的需求来提升每一个品牌的产品和

服务从而保证在市场化的环境中保持竞争力是每一个中国企业面临的重要课题’这

也为中国的市场研究行业的发展提供了宝贵的契机。

上海优唯市场研究咨询公司正是在这一大环境下诞生的中国第三代市场研究

公司,经过近五个年头的发展,公司已经在竞争日益加剧的中国市场研究市场站稳

了脚跟,如何做大做强,让自己在行业中持续健康有特色的发展下去是我们当前面

临的重要课题。

该论文主要运用企业发展战略理论、企业竞争战略理论、企业核心竞争力、企

业竞争优势等理论,通过分析优唯的外部环境,找出了优唯市场研究咨询发展所面

临的机会和潜在威胁;通过对优唯内部环境的分析,找出了公司所拥有的优势和劣

势,总结出了优唯SWOT矩阵分析图,从而找到拓展新的业务模式是优唯市场研究

咨询做大作强做出特色的正确途径。这将对于优唯市场研究咨询的发展具有战略上

的研究价值,同时也对中国市场研究行业特别是中小型市场研究公司的发展具有借

鉴意义。

关键词:市场研究;战略管理;发展战略;竞争战略;竞争力;优唯

11220690235 朱春贵
优唯新业务发展战略研究

Abstract

From the last century began at the end of the 1980s,together with P&G,s entry into

China, market research has been growing over the years. Market research is a mature

industry now and over 10 billion Yuan per year in revenue. Chinese local market research

companies has made progress since the companies which were ranked within the top 10

in global are all enter into China. The development, while giving market research more

choices, will also increase competition in the area. Facing with so fast growing market

and competition, every market research company should be focus more on its unique

strength and improve its competitive position.

Since reforming and opening up to the outside world,the effect of development on

the Chinese economy has been massive. The Chinese companies did not satisfy that they

only change to be a world factory; they pay emphasis on brand strategy for they want to

survive from a global competition. The subject that every Chinese market research

company was faced is how can they remain competitive in the market environment by

improve brand image through insight into market, consumers and the needs of the client.

UnicView is one of the third generation market research firms in China. After 5

years of development, UnicView gain a foothold in a market with competition. UnicView

is seeking the way that grow big and strong before facing more competition.

The paper applies theories such as corporate strategy theory, the theory discussion

of enterprise competitiveness and so on. The author use the analysis results of SWOT to

analyze the internal and external environment that UnicView facing with, then

recommended new business models is the only right way to grow big and strong. The

paper has practical value to UnicView, and it is also has some reference for small

business' development.

Key word: market research, strategic management, product development strategy,

competitive strategy,core competence, UnicView

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