IMI-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（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（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 ( Ding JunJie)
黄.N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（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
Institutions
遍及国内外
In China and abroad
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（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 (CVSC 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

IMI 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 accurate 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 Support for better methodology
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Chinese census is outdated and limited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 evaluate 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！
Don’t go blind !
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 categories
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 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 cover more than XX products in the fmcg, the durable goods and the services

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（Example）
或者我们可以描述日常使用洗发水的消费者的特点：
Or 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 Support for better results
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 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 proposals
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 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（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 will make a difference to your clients
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 the 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 Example, the alcohol sector
酒类，一个新品牌面对的市场Alcohol, a market with a new comer
2个品牌在市场当中占主导地位A market dominated by 2 brands
主要消费者 With high value consumers
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市场趋势
With the back data for the previous 7 years to anticipate the future

我们可以得到更多 More than just eyeballs
可以使用的数据 Data available !
涵盖的城市 Cities surveyed
北京Beijing
上海Shanghai
广州Guangzhou
重庆Chongqing
武汉Wuhan
西安Xi’an
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 Everyday 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 events
- 交通工具
Means of transportation
- 互联网络Internet
服务行业和家庭耐用品 Services and appliances
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

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
食品与饮料 Food and beverages
食品Food
- 奶粉 Milk powder
-   豆奶粉 Powdered Soybean Milk
-   袋装奶 Packaged milk
-   酸奶   Yogurt
-   巧克力 Chocolate
-   冰淇林  Ice cream
-   饼干  Biscuit
-    方便面 Instant Noodles
饮料Beverage
- 碳酸饮料Carbonated Beverage
- 矿泉水 Purified or mineral water
- 茶饮料  Tealike milk
- 果汁 Pure Juice
-  果味饮料  Fruit flavored beverage
烟酒Alcohol Products and cigarette
- 啤酒 Beer
- 白酒 Hard liquor
- 葡萄酒 Wine
-  香烟  Cigarettes

日用消费品 Household necessities
日用消费品Household necessities
- 牙膏  Toothpaste
- 洗发水 Shampoo
- 香皂  Perfumed soap
-沐浴液  Bath Shampoo
-洗衣粉  Washing powder
- 洗涤灵 Liquid detergent
-洗面乳 Facial Cleaner
-脸部润肤霜 Skin care products


化妆品与卫生用品Cosmetics and Napkins
-化装水 Cosmetic water
- 粉底  Pre-makeup
- 口红 Lipstick
- 卫生巾  Napkins
药品与营养保健品
Medicine and Healthcare products
- 感冒药 Cold medicine
- 润喉药  Sore throat remedies
- 肠胃药 Digestive system medicine
营养保健品Healthcare products

IMI-消费行为与生活形态年鉴