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									       Overview & Introduction of

  Chinese Marketing Research Industry




China Marketing Research Association (CMRA)
    President of CMRA: MRs.Ke Huixin
       Secretary General: Jason Ho
Content
① Feature of Chinese MR
② Environment of Chinese MR
③ Introduction to CMRA
Macro Economic Situation of China 2000-2005


     (Unit of GDP:                                                                            •  fast increase
                                                                           CAGR
                                                                                              of macro
     billion us dollar)                                                9.2%                  economy.
                                                          9.5%                   8.8%
                                                                                              • faster growth
                                         9.1%                                                in the
                         7.7% industry
                             first                         seconday industry
                                                                                              secondary
                                 third industry            GDP
                                                                                              industry, esp.
           8.8%2000                                                                          the
                                                                                1800
                                                                                  7.9%        manufacturing
                 1750                                                  1,649
                                                                                              industry.
                                                             1,506                            • lower growth
                                                  1,383
                 1500                                                                         rate of the
                                       1,285                            524
                         1,182                                                                third industry,
                 1250                                         484
                                                  453
                                                                                              esp. the
                                       428                                         10.5%      servicing
                 1000     386
                                                                                1800          industry.
                  750
                                                                                              • in 2005,
                                                              787
                                                                        874                   China
                                                  700
                  500     587          637                                                    experienced a
                                                                                              fast growth,
                  250                                                                  4.7%   even under the
                          209          220        230         236       250                   national macro
                   0                                                                          control.
                          2000         2001       2002       2003      2004    2005预测


SOURCE: National Bureau of Statistics of China
exchange rate was 8.28 in 2000, 8.1 in 2005.
     Income and expenditure trends of urban
     and rural residents of China

      Unit:US Dollar(exchange                   rate:8.1YUAN=1DOLLAR)

         yearly disposable income of urban resident                     Over $2000              Area with high
         yearly disposable income of rural resident                     $1500-2000
                                                                        $1200-1499              income
         urban yearly per capita expenditure                            $1100-1199
         rural yearly per capita expenditure                            $1000-1099
                                                            CAGR        Less $1000
                                                            2001-2004
 1,400                                                   1,296                                                      North
                                                             9.6%                                                    east
                                                1,163
 1,200                                                                                              Inner
                                       1,080
                                                         1,105                                     Mongolia
                              992                                          northwest
 1,000                                                   13.5%                                                      north
                     883                           970
                                          856
   800                                                                  Qinghai
            664                  753                                     Tibet
                        663                                                                        middle
                                                                                       Sichua                          east
   600                                                                                    n
               523                                       448 5.6%
                                       374       399
                     339      357
   400      294                                            391
                                                   353
                                 301      318                7.7%
               261      282
                                                                          south
   200                                                                                                      south
           1997      2001     2002     2003     2004     2005

SOURCE: National Bureau of Statistics of China Data of 2005 is predicted
            according to the first half year’s performance
Feature of Chinese
MR
 Current Situation


                                           Comparison between Chinese MR to global MR

    500                                                                            480
                          58

                                                                          400
    400
                                                                336

    300         36                  36                 31        32
                                              27
                                                       255
    200                                                                    20       20
                                 152
                                             194
                18     112
    100       71
                          8.3
                                    4           4           5         5      5           5
       0
            1998      1999      2000        2001      2002      2003      2004    2005
                     Chinese MR(million Euro)           global increasing rate
                     chinese increasing rate



Source:CMRA Exchange rate, Euro:RMB=1:10
Main Sources and Types of Clients


                Chinese clients     overseas clients


   1
                                  26%    24%    20%    20%     Business at home
                 33%    31%
  0.8   44%                                                    m a k e s t h e
                                                               majority clients
  0.6
                                                               of the Chinese
                                                               MR industry,
  0.4
                                  74%    76%    80%    80%
                 67%    69%                                    increasing from
        56%
  0.2                                                          56% in 1998 to
                                                               80% in    2004.
   0
        1998年    1999年 2000年      2001年 2002年 2003年    2004年


  SOURCE:CMRA SURVEY
Main Sources and Types of Clients

   100%
           14     14
                        20      21                   21    OTHERS
                                      25     29
                  2
    80%    11
                         3      2                          AD AGENCY
                                                     6
                                       3
                                       7             6
                                              9            MEDIA
                        30      27                   10
    60%    30     49                   8      5            DURABLE
                                       7      6      7     COMMODITY
                                8      9      7            HEALTHCARE
                         6                           14
    40%    11                   2
                         3      5            14            AUTOMOBILE
           2             6            12
           1      8             5
           3             6                           14
                  2                           7            TELECOM
                  2
    20%           3
                                30                         FMCG
           28           25            29
                  20                         23      22

     0%
          1998   1999   2000   2001   2002   2003   2004



  SOURCE:CMRA SURVEY
ä   SURVEY METHODS


      QUANTITITIVE: mostly face to face interview


      Face to face interview is the most commonly used way for
      data collecting in quantitative research. But since 2002, the
      ratio of face to face interview has gone down year by year,
      while CATI has been increased greatly, and mysterious

                            
      custom also experienced an increase. Other electronic ways
      has a trend of increase in 2004, such as online survey,
      though it’s low cost, simple operated, anonymous, it’s
      lack of objectiveness and credit.
SURVEY METHODS



   QUALITITIVE: mostly focus group




     Since 2001, various ways of qualitative methods has been
     utilized. Focus group is always the most commonly used
     method, meanwhile, in-depth interview and other methods
     has been used more and more widely.
Environment of Chinese MR
Opportunity



      soaring increased demands
The per capita GDP of China’s mainland is now over 1,000 US dollars. The
consuming structure is accelerating to a enjoying type, the luxurious in the
past has become the daily necessity. House, automobile, telecom will
experience an explosive increase, service industry will also have a huge
development.

    fast development on research methods

World famous MR companies have entered China by ways of foreign-owned or
joint venture. Though competition is fiercer, advanced research experience,

methods and management experience has been brought in.
ä   Challenges
ä




    service capability needs to be enhanced


        Service capability is the key sector to be improved in the
Chinese investment environment!
         fiercer competition

        More people enter into this industry, one is from China, the
other is from abroad.
        large disparity to advance countries



              China
               VS                  GDP               1:8
                  US            Investment on        1:21
                                    MR
      Tremendous changes in
     the past 20 years

         service quality:low to high
                                               Research &
 Single way of data collecting
                                        consulting service
        online:few to many


Beijing Shanghai Guangzhou                      Nation wide


    regulation:none to some

                                                                National
                   No rules              ESOMAR code
                                                              regulation
          Introduction to
China Marketing Research Association
              (CMRA)
Development story of a civil industrial
  organization

    ◆   sprout           1997
        ◆   formed          1998
        ◆   legalized       2001
        ◆   structure maturity 2002
        ◆   grown up             2005
Service Targets of CMRA




ä      ◆     Members
ä      ◆     Clients
ä      ◆     Industry
ä
MAIN FEATURES OF CMRA


ä     ◆ civil founded
ä    ◆ democratic, transparent and overt decision
    making process
ä     ◆ advocating contribution to the industrial
    development
ä     ◆ serving the members
ä     ◆ following international codes
ä     ◆ having both advantages and disadvantages
ä




ä
AIM OF CMRA



   ● Trying hard to promote the national economic and MR
      development, being the pivot between the government and the
      enterprises;
   ● Proving information to the members, government, enterprises
      and all works of life of the society, strengthening the
      communication with related department of the state;
   ● Promoting the understanding and execution of laws and polices,
      strengthening self-regulation, advocating industrial ethics,
      technical standards and reference pricing system;
   ● Strengthening international communication, being the window to
      the outside world; trying to cultivate and explore national
      market, enhance the knowledge level of the enterprises of
      China towards marketing research and its scientific theories.
  Ten Tasks of CMRA


●Drafting regulations for the Chinese marketing research industry;
● Promoting basic construction of marketing research
   standardization, security and data base;
●Organizing various trainings, advocating and popularizing marketing
   research techniques, publishing related technical materials,
   periodicals, books and so on;
● Promoting international research exchange and cooperation,
   fastening the progress of Chinese marketing research industry;
●Promoting various kinds of alliance and cooperation between
   marketing research agencies and member companies, promoting the
   exploration, utilization and sharing of marketing research
   resources;
 Ten Tasks of CMRA


●   Studying, discussing and communicating marketing research methods,
applied theories and practical problems;
● Organizing nation wide presentations of new techniques and new
products as well as business communication;
● Coordinating the making of the industrial development plan;
● Organizing cooperation related to technical study, explore, sales,
maintenance and so on;
● Reporting demands and suggestions of the industry, defending legal
rights of the industry.
   Organizational
structure of CMRA
Organizational structure of CMRA




äMEMBERSHIP ASSEMBLY
äEXECUTIVE MANAGER
äPRESIDENT
Accounting and auditing council, member service council, public
ä



relations council, overseas exchange council, standard and
formulation council, rights and benefits guarantee council,
academic council, clients service council, training and technique
council, publishing and editing council
äSECRETARIST
      THANKS!
More information:   http://www.cmra.org.cn

								
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