网络营销的10个二手资料收集渠道

网络营销数据收集     在一份报告,一份建议书中,引入观点、图表或者数据将会使得其中的观点更加有说服力,另外,我们在做一项决策前也需要对市场有充分的了解,因为营销的基础是“市场需求”,而“市场需求”必须来源于对市场的研究分析和预测。

     这些都基于对市场信息的收集整理,直接调查研究得来的资料,我们叫做“一手资料”,引用市场上已经存在的资料,则被称为“二手资料”

     目前看来,中小企业更多的是市场部设置数据分析研究岗位来做些传统资料的收集整理和分析,如果遇到重大的决策性研究,则较多立项聘请第三方市场研究公司。

 

TIP: 市场研究在传统行业

比如,AC尼尔森:主要做辛迪加数据收集和研究,包括:市场资讯、媒介资讯、在线研究、移动媒体监测、商业展览服务以及商业出版资讯。益普索:专注于营销研究、广告研究、满意度和忠诚度研究、公众事务研究等四大领域的市场研究服务。还有,现代国际市场研究有限公司 MIMR、慧聪邓白氏研究等,主要做定制服务,以某个特定项目进行调研。这几家公司笔者在咨询行业从业期间都有接触了解。

     但我们也知道,与这些公司合作,需要耗费成本,对于中小企业来说比较困难。因此,中小企业还需要找到建立自身数据、资料的收集路径,日常点点滴滴的收集,逐步建立自己对市场的感觉更加重要。因此,我们要重视对二手资料的收集。

 

二手资料的用途

1、节省企业了解市场的成本

    时间成本:通过搜索引擎或者直接登录上面这些网站查询能够快速的找到我们想要的观点、数据。

    金钱成本:专门花费财力去收集一手资料,会耗费成本,尤其是请第三方公司(当然第三方市场研究公司相对专业)

2、让报告或者建议书更加充实

    材料的背景部分需要引用市场数据或市场环境分析,除了公司自身的业绩情况外,引入第三方观点或者行业数据,将使背景更加充实,进而因此文章的主题观点。

3、作为个人观点的支撑

    为了支撑自己的假设,需要使用二手资料或者专家观点,再结合自身的一手资料,使得观点更加有说服力;较常使用“艾瑞图表”、“XX专家说:……”、“XX报告说:……”

4、个人知识库的积累和更新

    收集二手资料的过程也是学习的过程,能够让自己始终保持知识的最新状态,尤其是更新较快的互联网行业,每天都会有层出不穷的观点数据产生,同时,互联网又让二手资料的收集更加容易,因此,我们需要有良好的习惯收集和学习二手资料。

 

互联网行业二手资料的收集途径

最简单就是通过搜索引擎找数据啦,但搜索引擎的数据也主要来源于下面几个平台,包括:

1、CNNIC(中国互联网络信息中心):负责开展中国互联网络发展状况等多项互联网络统计调查工作,描绘中国互联网络的宏观发展状况,忠实记录其发展脉络。CNNIC一方面将继续加强对国家和政府的政策研究支持,另一方面也会为企业、用户、研究机构提供互联网发展的公益性研究和咨询服务。

2、艾瑞咨询:专注于网络媒体、电子商务、网络游戏、无线增值等新经济领域,深入研究和了解消费者行为,并为网络行业客户及传统行业客户提供市场调查研究和咨询服务的专业研究机构。

3、中国电子商务研究中心:推动和扩展电子商务研究为核心宗旨,以开放性和专业性为导向,致力于不断提升电子商务研究的质量与水准。

4、DCCI互联网数据中心:互联网监测研究权威机构&数据平台,互动营销之测量、分析、优化服务提供者。以Panel软件、代码嵌入、海量数据挖掘、语义信息处理等多种领先技术手段为基础,进行网站、用户、广告、品牌的实时监测、动态测量。

5、中国互联网实验室:致力于进行高科技前沿领域研究、数据分析,提供政策研究以及其他行业的研究结论等

6、易观网:多角度透析互联网行业发展模式和市场趋势。

7、阿里研究中心:围绕网购购物提供价格、消费行为、网购行业发展进行研究分析;

8、百度数据研究中心:依托于百度庞大的网民搜索意图数据库,致力于开展网民搜索行为研究;

9、emarketer:针对数字营销和数字媒体进行分析研究、以及互联网市场趋势的判断。

10、国际数据公司(IDC):是全球著名的信息技术、电信行业和消费科技咨询、顾问和活动服务专业提供商。

    以上10个是笔者经常收集二手资料的地方,我们所看到的数据或者报告也直接或间接地来自于这几个数据分析平台。如果有资源的话,你也可以到图书馆,或者大专院校的资源期刊、论文库进行收集。(如果运气好,可以在网上找到些免费账号登录)

 

TIP: 关于二手资料的收集,必须要勤快,不是等到需要的时候在去收集。

如果,你的脑袋实在记不住那些数据,至少你要记录在笔记本里,需要的时候翻开看看。如果连笔记本也懒得记,那起码你要知道找到这些资料和数据都有哪些途径。

 

二手资料的日常整理

我们经常会为了某一数据和观点证明四处寻找资料,如果我们平常就做好二手资料的整理工作,将大大节约效率,我个人较长使用的工具:

1、记事本:只适用于文字,但非常快捷,适合于将“乱七八糟”的,点点滴滴的,紧急而又不太重要的东西记录上去;

2、资料收藏大师:可以分类,且设置密码。主要记录我个人的会议、重要事项,日常生活工作类的信息;

3、Microsoft OneNote:这是我个人知识库的核心,我所有专业类的信息都收集于此,包括我平时看到的比较好的观点、数据、表格,如果是书上的,我会摘抄;如果是网络上的,我会直接粘贴复制。

除了,在专业网站上收集资料,我们平时的一个心得,或者阅读的一篇新闻,如果你觉得有价值,你都可以进行收集。当然,前提是你必须得给自己的知识库搭建一个框架。知道知识库都需要哪些信息,进而将收集的信息对号入座。

这里要切记:整理好的二手资料不要放在C盘,因为容易在重装系统的时候,全部“呜呼”。想想自己收集已久的东西突然没了,那是件多么令人难过的事情。

33 thoughts on “网络营销的10个二手资料收集渠道

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