IMI-消費(fèi)行為與生活形態(tài)年鑒
Integrated Marketing Information
為您在中國的客戶提供最佳的解決方案
The solution to deliver more to your clients in China
我們的使命（IMI mission）
為經(jīng)濟(jì)處于快速增長的中國市場提供準(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（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 2001
自1995年開始收集國內(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 ( Ding JunJie)
黃.N民院長( Huang Shengmin)
由最初的3個(gè)城市的市場調(diào)查發(fā)展到目前的21個(gè)城市
Started with 3 cities, now covering 21 cities across China

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
遍及國內(nèi)外
In China and abroad
我們能提供什么（Our product）
提供如下幾個(gè)方面詳細(xì)了解中國市場綜合信息的工具
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 media surveyed including TV, Radio, Print and Internet)
關(guān)于消費(fèi)者對產(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（Methodology）
IMI 與央視-索福瑞媒介研究機(jī)構(gòu)（涉及國內(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 audience 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

IMI 助您一臂之力 IMI answers your needs
IMI為您提供能夠制定與中國市場相關(guān)的，全面的市場調(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 results
提供更好的調(diào)查方法 Support for better methodology
更細(xì)化的人口普查 Beyond the census
中國國內(nèi)的人口普查方式相對落后和有限
Chinese census is outdated and limited
我們將使用國際的標(biāo)準(zhǔn)和工具，運(yùn)用人口統(tǒng)計(jì)學(xué)的理論來對中國人口進(jìn)行評估
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！
Don’t go blind !
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)，對每個(gè)城市進(jìn)行更準(zhǔn)確的預(yù)測
An extrapolation of the census data based on the WHO model (World Health 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
是中英文對照，擁有詳盡市場調(diào)研信息的工具書
An exhaustive information in a bilingual book

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
我們知道他們在哪里
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 services

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（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 woman, 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 Support for better results
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
Methodology used vary according to the penetration of goods
例如電話 such as telephone
對不同的市場規(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 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 analysis
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（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 The information is already here
所有您的客戶都需要很多信息
For all your clients needing to
預(yù)測一個(gè)或多個(gè)市場
Size up one or several market
評估不同競爭對手的市場份額
Evaluate the market shares of different competitors
了解與競爭對手相關(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 available !

案例：酒類產(chǎn)品 Example, the alcohol sector
酒類，一個(gè)新品牌面對的市場Alcohol, a market with a new comer
2個(gè)品牌在市場當(dāng)中占主導(dǎo)地位A market dominated by 2 brands
主要消費(fèi)者 With high value consumers
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
我們可以得到更多 More than just eyeballs
IMI使用方法
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)測未來的市場趨勢
With the back data for the previous 7 years to anticipate the future

我們可以得到更多 More than just eyeballs
可以使用的數(shù)據(jù) Data available !
涵蓋的城市 Cities surveyed
北京Beijing
上海Shanghai
廣州Guangzhou
重慶Chongqing
武漢Wuhan
西安Xi’an
沈陽Shenyang
哈爾濱Harbin
長春Changchun
天津Tianjin
鄭州Zhengzhou
青島Qingdao
南京Nanjing
長沙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 Everyday life and media habits
日常生活
Everyday life
- 電器及耐用品擁有率 Possession of 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 Services and appliances
住房，汽車，金融，保險(xiǎn)
Housing, car, finance, investment, insurance
飲食及購物場所Restaurant and shopping places
  百貨商場
Department store and shopping
center
- 超市 Supermarket
- 西式快餐店
Western style fast-food
restaurant

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
食品與飲料 Food and beverages
食品Food
- 奶粉 Milk powder
-   豆奶粉 Powdered Soybean Milk
-   袋裝奶 Packaged milk
-   酸奶   Yogurt
-   巧克力 Chocolate
-   冰淇林  Ice cream
-   餅干  Biscuit
-    方便面 Instant Noodles
飲料Beverage
- 碳酸飲料Carbonated Beverage
- 礦泉水 Purified or mineral water
- 茶飲料  Tealike milk
- 果汁 Pure Juice
-  果味飲料  Fruit flavored beverage
煙酒Alcohol Products and cigarette
- 啤酒 Beer
- 白酒 Hard liquor
- 葡萄酒 Wine
-  香煙  Cigarettes

日用消費(fèi)品 Household necessities
日用消費(fèi)品Household necessities
- 牙膏  Toothpaste
- 洗發(fā)水 Shampoo
- 香皂  Perfumed soap
-沐浴液  Bath Shampoo
-洗衣粉  Washing powder
- 洗滌靈 Liquid detergent
-洗面乳 Facial Cleaner
-臉部潤膚霜 Skin care products


化妝品與衛(wèi)生用品Cosmetics and Napkins
-化裝水 Cosmetic water
- 粉底  Pre-makeup
- 口紅 Lipstick
- 衛(wèi)生巾  Napkins
藥品與營養(yǎng)保健品
Medicine and Healthcare products
- 感冒藥 Cold medicine
- 潤喉藥  Sore throat remedies
- 腸胃藥 Digestive system medicine
營養(yǎng)保健品Healthcare products

IMI-消費(fèi)行為與生活形態(tài)年鑒