IMI消費(fèi)行為與生活形態(tài)年鑒講義

1、IMI 消費(fèi)行為與生活形態(tài)年鑒消費(fèi)行為與生活形態(tài)年鑒Integrated Marketing Information為您在中國的客戶提供最佳的解決方案The solution to deliver more to your clients in China 我們的使命（我們的使命（IMI mission） 為經(jīng)濟(jì)處于快速增長的中國市場提供準(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 society關(guān)于我們（

2、關(guān)于我們（The company）博統(tǒng)正析數(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 ( Din

3、g JunJie) 黃昇民院長( Huang Shengmin)由最初的3個城市的市場調(diào)查發(fā)展到目前的21個城市 Started with 3 cities, now covering 21 cities across China我們的客戶（我們的客戶（The clients）超過1500家客戶，基本涉及社會生活形態(tài)的所有領(lǐng)域 With more than 1 500 clients, IMI reaches all industries 市場調(diào)查 Market Research 廣告代理公司 Advertising agencies 企業(yè) Advertisers 公共機(jī)構(gòu) Instituti

4、ons 遍及國內(nèi)外 In China and abroad我們能提供什么（我們能提供什么（Our product）提供如下幾個方面詳細(xì)了解中國市場綜合信息的工具 A yearbook that includes all the information needed to understand the Chinese market in terms of 市場基本情況（人口統(tǒng)計，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

5、介接觸習(xí)慣（超過1,000個媒體調(diào)查，涉及電視，廣播，報紙，雜志和互聯(lián)網(wǎng)絡(luò)等） Media habit (more than 1,000 media surveyed including TV, Radio, Print and Internet) 關(guān)于消費(fèi)者對產(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 services數(shù)據(jù)收集方式（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 (C

6、VSC Sofres Media) -The reference in China and aboard for its TV audience methodology超過21,000個樣本戶的入戶訪問 More than 21, 000 successful face to face interviews conducted in 2002超過21,000個被訪問者提交的文字調(diào)查問卷 And more than 21, 000 additional questionnaires completed by the interviewees取樣方法（Sampling method ） 多級組合隨

7、機(jī)抽樣 Multi-level Mixed Random Sampling抽樣涵蓋21個城市市區(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)場訪問 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)查問卷留置樣本戶家中進(jìn)行筆答 Questionnaire left for a few days for a

8、ll the consumption questions數(shù)據(jù)收集方式（數(shù)據(jù)收集方式（Methodology）IMI 助您一臂之力助您一臂之力IMI answers your needs IMI為您提供能夠制定與中國市場相關(guān)的，全面的市場調(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 accur

9、ate methodologies 進(jìn)一步提高調(diào)查數(shù)據(jù)的價值 A support to increase the value of the results提供更好的調(diào)查方法提供更好的調(diào)查方法Support for better methodology更細(xì)化的人口普查更細(xì)化的人口普查Beyond the census中國國內(nèi)的人口普查方式相對落后和有限 Chinese census is outdated and limited我們將使用國際的標(biāo)準(zhǔn)和工具，運(yùn)用人口統(tǒng)計學(xué)的理論來對中國人口進(jìn)行評估 We use international standards and tools to evalua

10、te the population and define it through demographics information如果您需要調(diào)查一個城市，一個地區(qū)，或一個更確切的目標(biāo)，而我們擁有您需要的統(tǒng)計數(shù)字 You need to survey a city, a district, a specific target, we have their demographics 無須浪費(fèi)時間！ Dont go blind !更多準(zhǔn)確的信息更多準(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)計模式為基礎(chǔ)，對每個城市進(jìn)行更準(zhǔn)確的

11、預(yù)測 An extrapolation of the census data based on the WHO model (World Health Organization) to have the best estimations in each city我們有更細(xì)化的統(tǒng)計方法以適應(yīng)市場研究的需求 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 cate

12、gories是中英文對照，擁有詳盡市場調(diào)研信息的工具書 An exhaustive information in a bilingual book確定目標(biāo)確定目標(biāo)Targets 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 We know who they are 我們知道他們在哪里 We know where they are 為您節(jié)省寶貴的時間與金錢 You save time and money 因為我們的數(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

13、cover more than XX products in the fmcg, the durable goods and the services實例（實例（Example）我們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%實例（實例（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

14、 profile of 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 more money更多有價值的信息 A highly valuable information !提供更好的支持提供更好的支持Support for better results有獨(dú)到見解的提案有獨(dú)到見解的提案Knowledgeable proposals為您的提案提供更充分的數(shù)據(jù)來驗證眾多的市場理論 Support to write proposals with additional

15、 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 of goods 例如電話 such as telephone 對不同的市場規(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 proposal

16、s增加了生活態(tài)度的調(diào)查增加了生活態(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 our clients we go beyond possession to understand the why and the how對于不同產(chǎn)品的品類我們都有一系列觀點(diǎn)來更好地區(qū)分中國社會形態(tài) For each category of product we have a series of attitude statements to better

17、segment Chinese society 形態(tài)區(qū)分的結(jié)果 Segmentation results 生活態(tài)度分析 Attitude analysis 以及很多有參考價值的信息加入到你的提案當(dāng)中 A great value to add in proposals有目共睹的結(jié)果有目共睹的結(jié)果（Actionable results）IMI年鑒提供的信息可以使您的調(diào)查報告更加完善 The data from our yearbook can easily be integrated in your research調(diào)查報告將滿足你的客戶的迫切需要 To deliver results that

18、will make a difference to your clients數(shù)據(jù)已經(jīng)在您面前數(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)測一個或多個市場 Size up one or several market 評估不同競爭對手的市場份額 Evaluate the market shares of different competitors 了解與競爭對手相關(guān)的品牌的使用情況 Understand the usages of their brand versus t

19、he 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 !案例：酒類產(chǎn)品案例：酒類產(chǎn)品Example, the alcohol sector酒類，一個新品牌面對的市場酒類，一個新品牌面對的市場Alcohol, a market with a new comer0%10%20%30%40%50%1999200020012002WineBeerHard liquor數(shù)據(jù)來源：北京市場飲用頻率為每月至少喝一次Consumption at least once a month in Beijin

20、g葡萄酒消費(fèi)量比2001年下降了28.7%The wine consumption decrease 28.7% compare with 20012個品牌在市場當(dāng)中占主導(dǎo)地位個品牌在市場當(dāng)中占主導(dǎo)地位A market dominated by 2 brandsChinese redwine31%Great Wall16%Others23%Fengshou9%Great wallhuaxia8%Guihuachen7%Zhangyu6%最常飲用的葡萄酒品牌Most frequently used brands只有19%的消費(fèi)者沒有固定的飲用品牌With only 19% of theConsu

21、mers not having a preferred brand主要消費(fèi)者主要消費(fèi)者With high value consumers0%10%20%30%40%500 orbelow501-10001001-2000over 2000HeavyconusmersBijing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1000元的顧客Our target is the people who in

22、come is more than RMB 1,000我們可以得到更多我們可以得到更多More than just eyeballs IMI使用方法 IMI follows the 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)積累來預(yù)測未來的

23、市場趨勢 With the back data for the previous 7 years to anticipate the future對于每個產(chǎn)品的品類 For each category of product IMI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同時也進(jìn)行了市場劃分 It also provides a market segmentation我們可以得到更多我們可以得

24、到更多More than just eyeballs可以使用的數(shù)據(jù)可以使用的數(shù)據(jù)Data available !涵蓋的城市涵蓋的城市Cities surveyed北京Beijing上海Shanghai廣州Guangzhou重慶Chongqing武漢Wuhan西安Xian沈陽Shenyang哈爾濱Harbin長春Changchun天津Tianjin鄭州Zhengzhou青島Qingdao南京Nanjing長沙Changsha南昌Nanchang杭州Hangzhou寧波Ningbo福州Fuzhou深圳Shenzen成都Chengdu昆明Kunming日常生活和媒介接觸習(xí)慣日常生活和媒介接觸習(xí)慣Ev

25、eryday 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 Service 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- 報紙Newspapers- 雜志Magazines- 電影Movies- 體育賽事Sport event

26、s- 交通工具 Means of transportation- 互聯(lián)網(wǎng)絡(luò)Internet 服務(wù)行業(yè)和家庭耐用品服務(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 TV- 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 Housing, car, finance, investment, insurance飲食及購物場所Restaurant and shopping places 百貨商場 Department store and shopping center- 超市 Supermarket- 西式快餐店 Western style fast-food restaurant個人電腦Personal Computer通訊Telecommunication- 電話Telephone- 尋呼機(jī)Pager- 手機(jī) Mobile phone 食品與飲料食品與飲料Food and beverages食品F