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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
Macro Economic Situation of China 2000-2005
209 220 230 236 250
587 637 700787
874
1800386
428453
484
524
1,383
1,506
1,649
1800
1,2851,182
0
250
500
750
1000
1250
1500
1750
2000
2000 2001 2002 2003 2004 2005预测
first industry seconday industry
third industry GDP 8.8%
7.7% 9.1%
8.8%
4.7%
10.5%
7.9%
CAGR
SOURCE: National Bureau of Statistics of China exchange rate was 8.28 in 2000, 8.1 in 2005.
9.5%
• fast increase of macro economy.• faster growth in the secondary industry, esp. the manufacturing industry.• lower growth rate of the third industry, esp. the servicing industry.• in 2005, China experienced a fast growth, even under the national macro control.
9.2%( Unit of GDP : billion us dollar )
Income and expenditure trends of urban and rural residents of China
664
883
992
1,080
1,163
1,296
294339 357 374 399
448523
663
753
856
970
1,105
261 282 301 318353
391
200
400
600
800
1,000
1,200
1,400
1997 2001 2002 2003 2004 2005
yearl y di sposabl e i ncome of urban resi dent
yearl y di sposabl e i ncome of rural resi dent
urban yearl y per capi ta expendi ture
rural yearl y per capi ta expendi ture
SOURCE: National Bureau of Statistics of China Data of 2005 is predicted according to the first half year’s performance
9.6%
7.7%
13.5%
5.6%
Unit : US Dollar ( exchange rate:8.1YUAN=1DOLLAR )
Area with high income
north
south
east
south
northwest
Inner Mongolia
QinghaiTibet
middle
Over $2000$1500-2000$1200-1499$1100-1199$1000-1099Less $1000
Sichuan
North
east
CAGR 2001-2004
Current Situation
71
112
152
336
400
480
255
19418
8.34 4 5 5 5 5
36
58
36
2020
323127
0
100
200
300
400
500
1998 1999 2000 2001 2002 2003 2004 2005Chinese MR(million Euro) global increasing rate chinese increasing rate
Comparison between Chinese MR to global MR
Source:CMRA Exchange rate, Euro:RMB=1:10
56%67%
80%
44%33% 26% 24% 20%
69% 74% 76% 80%
20%31%
0
0.2
0.4
0.6
0.8
1
1998年 1999年 2000年 2001年 2002年 2003年 2004年
Chinese clients overseas clients
SOURCE : CMRA SURVEY
Business at home makes the majority clients of the Chinese MR industry, increasing from 56% in 1998 to 80% in 2004.
Main Sources and Types of Clients
Main Sources and Types of Clients
SOURCE : CMRA SURVEY
2820
2530 29
23 22
3
3
65
12
714
1
2
65
9
1414
2
2
3 2
77
7
11
8
68
8
6
1030 49 30 277
5
6
112
3 23
9
6
14 1420 21 25 29
21
0%
20%
40%
60%
80%
100%
1998 1999 2000 2001 2002 2003 2004
OTHERS
AD AGENCY
MEDIA
DURABLECOMMODITYHEALTHCARE
AUTOMOBILE
TELECOM
FMCG
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
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.
QUALITITIVE: mostly focus group
Opportunity
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.
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
soaring increased demands
Challenges
service capability needs to be enhanced
Service capability is the key sector to be improved in the Chine
se investment environment!
fiercer competition
large disparity to advance countries
1 : 8
1 : 21
China VS
USGDP
Investment on
MR
More people enter into this industry, one is from China, the other
is from abroad.
Tremendous changes in the past 20 years
Single way of data collecting
Research &
consulting service
Beijing Shanghai Guangzhou Nation wide
No rules ESOMAR code
service quality : low to high
online : few to many
regulation : none to some
National
regulation
Development story of a civil industrial organization
◆ sprout 1997 ◆ formed 1998 ◆ legalized 2001 ◆ structure maturity 2002 ◆ grown up 2005
MAIN FEATURES OF CMRA
◆ civil founded ◆ democratic, transparent and overt decision
making process ◆ advocating contribution to the industrial d
evelopment ◆ serving the members ◆ following international codes ◆ having both advantages and disadvantages
● 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.
AIM OF CMRA
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
MEMBERSHIP ASSEMBLYEXECUTIVE MANAGERPRESIDENTAccounting and auditing council, member service council, public 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 councilSECRETARIST