IMI消费行为与生活形态年鉴讲义

1、IMI 消费行为与生活形态年鉴消费行为与生活形态年鉴Integrated Marketing Information为您在中国的客户提供最佳的解决方案The solution to deliver more to your clients in China 我们的使命（我们的使命（IMI mission） 为经济处于快速增长的中国市场提供准确而广泛的技术支持！ To contribute to the Chinese fast moving economy by delivering an accurate and broad image of the Chinese society关于我们（

2、关于我们（The company）博统正析数据信息咨询公司正式成立于2001年 IMI was officially created in 2001自1995年开始收集国内消费者调查数据 Has been collecting data since 1995由北京广播学院广告研究方面的两位知名专家主持研究与编篡工作 Based on the work and with the participation of two of the most well known media professors from Beijing Broadcasting University 丁俊杰 院长 ( Din

3、g JunJie) 黄昇民院长( Huang Shengmin)由最初的3个城市的市场调查发展到目前的21个城市 Started with 3 cities, now covering 21 cities across China我们的客户（我们的客户（The clients）超过1500家客户，基本涉及社会生活形态的所有领域 With more than 1 500 clients, IMI reaches all industries 市场调查 Market Research 广告代理公司 Advertising agencies 企业 Advertisers 公共机构 Instituti

4、ons 遍及国内外 In China and abroad我们能提供什么（我们能提供什么（Our product）提供如下几个方面详细了解中国市场综合信息的工具 A yearbook that includes all the information needed to understand the Chinese market in terms of 市场基本情况（人口统计，经济发展水平，居民生活条件等） Market conditions in the cities (demographics, economic development and living conditions) 地区媒

5、介接触习惯（超过1,000个媒体调查，涉及电视，广播，报纸，杂志和互联网络等） Media habit (more than 1,000 media surveyed including TV, Radio, Print and Internet) 关于消费者对产品与服务方面的消费态度 Usages and Attitudes towards a full range of products and services数据收集方式（数据收集方式（Methodology）IMI 与央视-索福瑞媒介研究机构（涉及国内外电视媒体用户的调查与研究）进行合作 IMI partner with CSM (C

6、VSC Sofres Media) -The reference in China and aboard for its TV audience methodology超过21,000个样本户的入户访问 More than 21, 000 successful face to face interviews conducted in 2002超过21,000个被访问者提交的文字调查问卷 And more than 21, 000 additional questionnaires completed by the interviewees取样方法（Sampling method ） 多级组合随

7、机抽样 Multi-level Mixed Random Sampling抽样涵盖21个城市市区 Urban districts in 21 cities抽样目标：16-60岁居民 Target : Individuals aged 16 to 602种调查形式（2 interview methods） 关于生活态度以及媒体接触习惯等调查进行入户现场访问 Face to face interview for attitude and media habit 关于居民消费情况的调查采取将调查问卷留置样本户家中进行笔答 Questionnaire left for a few days for a

8、ll the consumption questions数据收集方式（数据收集方式（Methodology）IMI 助您一臂之力助您一臂之力IMI answers your needs IMI为您提供能够制定与中国市场相关的，全面的市场调查所需的数据支持 IMI delivers to your table the data that will enable you successful market research in the challenging Chinese environment 一个可以建立起更规范，更准确的调查方法的规则 A tool to build more accur

9、ate methodologies 进一步提高调查数据的价值 A support to increase the value of the results提供更好的调查方法提供更好的调查方法Support for better methodology更细化的人口普查更细化的人口普查Beyond the census中国国内的人口普查方式相对落后和有限 Chinese census is outdated and limited我们将使用国际的标准和工具，运用人口统计学的理论来对中国人口进行评估 We use international standards and tools to evalua

10、te the population and define it through demographics information如果您需要调查一个城市，一个地区，或一个更确切的目标，而我们拥有您需要的统计数字 You need to survey a city, a district, a specific target, we have their demographics 无须浪费时间！ Dont go blind !更多准确的信息更多准确的信息More accurate and more information人口普查数据是以世界健康组织（WHO）的统计模式为基础，对每个城市进行更准确的

11、预测 An extrapolation of the census data based on the WHO model (World Health Organization) to have the best estimations in each city我们有更细化的统计方法以适应市场研究的需求 Some demographics spread adapted to market research 从受调查人员的收入，年龄，职业等，甚至涉及到更基础的领域 Income, age, occupation, spread in significant and consistent cate

12、gories是中英文对照，拥有详尽市场调研信息的工具书 An exhaustive information in a bilingual book确定目标确定目标Targets definition如果您想调查某产品的目标受众 You want to survey the consumer of a product 我们知道他们是谁 We know who they are 我们知道他们在哪里 We know where they are 为您节省宝贵的时间与金钱 You save time and money 因为我们的数据涵盖了快速流通领域当中近千种产品，包括耐用品和相关的服务领域 We

13、cover more than XX products in the fmcg, the durable goods and the services实例（实例（Example）我们可提供更确切的目标数据 A specific target information 北京人口统计中女性占有的比例为48.1% Female in Beijing . 48.1% 其中年龄25-54岁的为25.2% Aged 25 to 54 25.2% 每天都使用护发香波产品的占5.8% Using shampoo daily 5.8%实例（实例（Example）或者我们可以描述日常使用洗发水的消费者的特点： Or

14、 profile of those using shampoo daily 大部分是年轻女性 More likely to be a woman, to be young 经济比较富裕 And to earn more money更多有价值的信息 A highly valuable information !提供更好的支持提供更好的支持Support for better results有独到见解的提案有独到见解的提案Knowledgeable proposals为您的提案提供更充分的数据来验证众多的市场理论 Support to write proposals with additional

15、 data to prove an extensive market knowledge 根据产品的细化而使调查方法更加多样化 Methodology used vary according to the penetration of goods 例如电话 such as telephone 对不同的市场规模都需要进行调查 but also size of the market you want to survey我们的年鉴包括了所有您制定提案所需要的数据支持 Our yearbook includes all the data you need to write those proposal

16、s增加了生活态度的调查增加了生活态度的调查Added value of attitudes为了更好地服务于我们共同的客户，我们要更加深入地了解当地消费者为什么这样做和如何去做 To better serve your clients and our clients we go beyond possession to understand the why and the how对于不同产品的品类我们都有一系列观点来更好地区分中国社会形态 For each category of product we have a series of attitude statements to better

17、segment Chinese society 形态区分的结果 Segmentation results 生活态度分析 Attitude analysis 以及很多有参考价值的信息加入到你的提案当中 A great value to add in proposals有目共睹的结果有目共睹的结果（Actionable results）IMI年鉴提供的信息可以使您的调查报告更加完善 The data from our yearbook can easily be integrated in your research调查报告将满足你的客户的迫切需要 To deliver results that

18、will make a difference to your clients数据已经在您面前数据已经在您面前The information is already here所有您的客户都需要很多信息 For all your clients needing to 预测一个或多个市场 Size up one or several market 评估不同竞争对手的市场份额 Evaluate the market shares of different competitors 了解与竞争对手相关的品牌的使用情况 Understand the usages of their brand versus t

19、he competitors 还有更多 And much more这些信息我们已经具备了 The information is already available !案例：酒类产品案例：酒类产品Example, the alcohol sector酒类，一个新品牌面对的市场酒类，一个新品牌面对的市场Alcohol, a market with a new comer0%10%20%30%40%50%1999200020012002WineBeerHard liquor数据来源：北京市场饮用频率为每月至少喝一次Consumption at least once a month in Beijin

20、g葡萄酒消费量比2001年下降了28.7%The wine consumption decrease 28.7% compare with 20012个品牌在市场当中占主导地位个品牌在市场当中占主导地位A market dominated by 2 brandsChinese redwine31%Great Wall16%Others23%Fengshou9%Great wallhuaxia8%Guihuachen7%Zhangyu6%最常饮用的葡萄酒品牌Most frequently used brands只有19%的消费者没有固定的饮用品牌With only 19% of theConsu

21、mers not having a preferred brand主要消费者主要消费者With high value consumers0%10%20%30%40%500 orbelow501-10001001-2000over 2000HeavyconusmersBijing与总人口相比，重度消费者的收入划分（每周至少饮用一次） Income spread of heavy consumers (at least once a week) versus general population我们的目标消费者是收入超过1000元的顾客Our target is the people who in

22、come is more than RMB 1,000我们可以得到更多我们可以得到更多More than just eyeballs IMI使用方法 IMI follows the usages of 了解某产品的所属品类和相关服务（包含旅游业，快速流通领域产品和媒介接触习惯） 9 category of products and services (including tourism, fmcg goods, media habits ) 涉及5,490个品牌的调查 For a total number of brand measured of 5,490 根据以前7年的数据积累来预测未来的

23、市场趋势 With the back data for the previous 7 years to anticipate the future对于每个产品的品类 For each category of product IMI以列表的形式增加了使我们更容易了解消费者消费行为的内容 IMI adds the value of a better understanding of the consumer behaviors with a list of attitudes同时也进行了市场划分 It also provides a market segmentation我们可以得到更多我们可以得

24、到更多More than just eyeballs可以使用的数据可以使用的数据Data available !涵盖的城市涵盖的城市Cities surveyed北京Beijing上海Shanghai广州Guangzhou重庆Chongqing武汉Wuhan西安Xian沈阳Shenyang哈尔滨Harbin长春Changchun天津Tianjin郑州Zhengzhou青岛Qingdao南京Nanjing长沙Changsha南昌Nanchang杭州Hangzhou宁波Ningbo福州Fuzhou深圳Shenzen成都Chengdu昆明Kunming日常生活和媒介接触习惯日常生活和媒介接触习惯Ev

25、eryday life and media habits日常生活 Everyday life- 电器及耐用品拥有率 Possession of electronic and durable goods- 服务性产品消费情况 Service usages-消费信息 Information consumption-产品 Products- 服务Services - 休闲Leisure - 旅游Travel媒介分析 Media exposure- -电视 Television- 广播Radio- 报纸Newspapers- 杂志Magazines- 电影Movies- 体育赛事Sport event

26、s- 交通工具 Means of transportation- 互联网络Internet 服务行业和家庭耐用品服务行业和家庭耐用品Services and appliances家用电器 HH elect. appliances- 电视机Color TV- 电冰箱Refrigerator- 微波炉 Microwave oven- 洗衣机Washing machine- 空调 Air-conditioner- 录像机 VTR- 音响 Hi Fi / Stereo- VCD- DVD- 照相机Camera- 胶卷 Film- 电池 Battery住房，汽车，金融，保险 Housing, car, finance, investment, insurance饮食及购物场所Restaurant and shopping places 百货商场 Department store and shopping center- 超市 Supermarket- 西式快餐店 Western style fast-food restaurant个人电脑Personal Computer通讯Telecommunication- 电话Telephone- 寻呼机Pager- 手机 Mobile phone 食品与饮料食品与饮料Food and beverages食品F