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我們的使命（我們的使命（IMI mission） 為經(jīng)濟(jì)處于快速增長(zhǎng)的中國(guó)市場(chǎng)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（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 2

2、001自1995年開始收集國(guó)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(zhǎng) ( Ding JunJie) 黃昇民院長(zhǎng)( Huang Shengmin)由最初的3個(gè)城市的市場(chǎng)調(diào)查發(fā)展到目前的21個(gè)城市 Started with 3

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(huì)生活形態(tài)的所有領(lǐng)域 With more than 1 500 clients, IMI reaches all industries 市場(chǎng)調(diào)查 Market Research 廣告代理公司 Advertising agencies 企業(yè) Advertisers 公共機(jī)構(gòu) Institutions 遍及國(guó)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(gè)方面詳細(xì)了解中國(guó)

4、市場(chǎng)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(chǎng)基本情況（人口統(tǒng)計(jì)，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)媒介接觸習(xí)慣（超過1,000個(gè)媒體調(diào)查，涉及電視，廣播，報(bào)紙，雜志和互聯(lián)網(wǎng)絡(luò)等） Media habit (more than 1,000 me

5、dia surveyed including TV, Radio, Print and Internet) 關(guān)于消費(fèi)者對(duì)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(guó)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 (CVSC Sofres Media) -The reference in China and aboard for its TV audienc

6、e methodology超過21,000個(gè)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(gè)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(jí)組合隨機(jī)抽樣 Multi-level Mixed Random Sampling抽樣涵蓋21個(gè)城市市區(qū) Urban districts in 21

7、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(chǎng)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 all 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I

8、MI answers your needs IMI為您提供能夠制定與中國(guó)市場(chǎng)相關(guān)的，全面的市場(chǎng)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(gè)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 accurate methodologies 進(jìn)一步提高調(diào)查數(shù)據(jù)的價(jià)值 A support to increase the value of the r

9、esults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(guó)國(guó)內(nèi)的人口普查方式相對(duì)落后和有限 Chinese census is outdated and limited我們將使用國(guó)際的標(biāo)準(zhǔn)和工具，運(yùn)用人口統(tǒng)計(jì)學(xué)的理論來對(duì)中國(guó)人口進(jìn)行評(píng)估 We use international standards and tools to evaluate the population and define it through demographics information如果您需要調(diào)查

10、一個(gè)城市，一個(gè)地區(qū)，或一個(gè)更確切的目標(biāo)，而我們擁有您需要的統(tǒng)計(jì)數(shù)字 You need to survey a city, a district, a specific target, we have their demographics 無須浪費(fèi)時(shí)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(jì)模式為基礎(chǔ)，對(duì)每個(gè)城市進(jìn)行更準(zhǔn)確的預(yù)測(cè) An extrapolation of the census data based on the WHO model (World He

11、alth Organization) to have the best estimations in each city我們有更細(xì)化的統(tǒng)計(jì)方法以適應(yīng)市場(chǎng)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 categories是中英文對(duì)照，擁有詳盡市場(chǎng)調(diào)研信息的工具書 An exhaustive information in a bilingual bo

12、ok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?cè)谀睦?We know where they are 為您節(jié)省寶貴的時(shí)間與金錢 You save time and money 因?yàn)槲覀兊臄?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 cover more than XX products in the fmcg, the durable goods and the serv

13、ices實(shí)例（實(shí)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(jì)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(shí)例（實(shí)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 profile of those using shampoo daily 大部分是年輕女性 More likely to be a woma

14、n, to be young 經(jīng)濟(jì)比較富裕 And to earn more money更多有價(jià)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(yàn)證眾多的市場(chǎng)理論 Support to write proposals with additional 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 Methodo

15、logy used vary according to the penetration of goods 例如電話 such as telephone 對(duì)不同的市場(chǎng)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 proposals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

16、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(duì)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(guó)社會(huì)形態(tài) For each category of product we have a series of attitude statements to better segment Chinese society 形態(tài)區(qū)分的結(jié)果 Segmentation results 生活態(tài)度分析 Attitude an

17、alysis 以及很多有參考價(jià)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(bào)告更加完善 The data from our yearbook can easily be integrated in your research調(diào)查報(bào)告將滿足你的客戶的迫切需要 To deliver results that 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 i

18、s already here所有您的客戶都需要很多信息 For all your clients needing to 預(yù)測(cè)一個(gè)或多個(gè)市場(chǎng) Size up one or several market 評(píng)估不同競(jìng)爭(zhēng)對(duì)手的市場(chǎng)份額 Evaluate the market shares of different competitors 了解與競(jìng)爭(zhēng)對(duì)手相關(guān)的品牌的使用情況 Understand the usages of their brand versus the competitors 還有更多 And much more這些信息我們已經(jīng)具備了 The information is already

19、 available !案例：酒類產(chǎn)品案例：酒類產(chǎn)品Example, the alcohol sector酒類，一個(gè)新品牌面對(duì)的市場(chǎng)酒類，一個(gè)新品牌面對(duì)的市場(chǎng)Alcohol, a market with a new comer0%10%20%30%40%50%1999200020012002WineBeerHard liquor數(shù)據(jù)來源：北京市場(chǎng)飲用頻率為每月至少喝一次Consumption at least once a month in Beijing葡萄酒消費(fèi)量比2001年下降了28.7%The wine consumption decrease 28.7% compare with 2

20、0012個(gè)品牌在市場(chǎng)當(dāng)中占主導(dǎo)地位個(gè)品牌在市場(chǎng)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 theConsumers not having a preferred brand主要消費(fèi)者主要消費(fèi)者With high value consumers0%1

21、0%20%30%40%500 orbelow501-10001001-2000over 2000HeavyconusmersBijing與總?cè)丝谙啾龋囟认M(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 income 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

22、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(gè)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(cè)未來的市場(chǎng)趨勢(shì) With the back data for the previous 7 years to anticipate the futu

23、re對(duì)于每個(gè)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(shí)也進(jìn)行了市場(chǎng)劃分 It also provides a market segmentation我們可以得到更多我們可以得到更多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Citie

24、s surveyed北京Beijing上海Shanghai廣州Guangzhou重慶Chongqing武漢Wuhan西安Xian沈陽(yáng)Shenyang哈爾濱Harbin長(zhǎng)春Changchun天津Tianjin鄭州Zhengzhou青島Qingdao南京Nanjing長(zhǎng)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Everyday life and media habits日常生活 Everyday life- 電器及耐用品擁有率 Possession of

25、 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(bào)紙Newspapers- 雜志Magazines- 電影Movies- 體育賽事Sport events- 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Servi

26、ces 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(xiǎn) Housing, car, finance, investment, insurance飲食及購(gòu)物場(chǎng)所Restaurant and shopping places 百貨商場(chǎng) Department store and shopping center- 超市 Supermarket- 西式快餐店 Western style fast-food restaurant個(gè)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Foo