The Purpose and Significance of 1. Enterprise Research

Corporate benchmarking involves collecting, analyzing, and evaluating information on leading companies to gain insights into their strategies, capabilities, strengths, weaknesses, recent developments, and future prospects. This process provides a basis and reference for formulating an organization’s own strategic and marketing initiatives. The purpose and significance of enterprise research are as follows:

Understand the market environment and competitive situation. Enterprise research can help enterprises to grasp the market size, growth, trends, structure, segmentation, demand, changes, etc., as well as the number, type, status, influence, behavior and other conditions of benchmarking enterprises, so as to judge the attractiveness and competitiveness of the market, as well as their own advantages and disadvantages.

Analyze the strategies and capabilities of benchmarking companies. Enterprise research can help enterprises to deeply understand the mission, vision, values, goals, strategy, organization, resources, capabilities, core competitiveness, innovation ability, risk tolerance and other aspects of benchmarking enterprises, so as to reveal the strategic intention and strategic logic of benchmarking enterprises, as well as the advantages and disadvantages of benchmarking enterprises.

Assess the strengths and weaknesses of benchmarking firms. Enterprise research can help enterprises systematically compare the differences and advantages and disadvantages between themselves and benchmarking enterprises in terms of products, prices, channels, promotion, services, brands, etc., so as to identify the advantages and disadvantages of benchmarking enterprises, as well as their own opportunities and threats.

Predict the dynamics and expectations of benchmarking firms. Enterprise research can help enterprises monitor and analyze the dynamics of benchmarking enterprises, such as the development and listing of new products, the entry and expansion of new markets, the introduction and application of new technologies, the establishment and maintenance of new cooperation, the emergence and response of new changes, etc., so as to predict the future behavior and objectives of benchmarking enterprises, as well as their own impact and challenges.

In summary, corporate research is an indispensable part of consulting projects, which can provide customers with valuable information and insights, help them develop effective competitive strategies, enhance their competitive advantage and market position, and enhance their profitability and sustainability.

Key points of report writing and presentation 2. corporate research

The report of the enterprise research is one of the important results of the consulting project, which is the main way for the consulting company to present the process and results of the enterprise research to the client, as well as to provide relevant suggestions and solutions. The main points of corporate research report writing and presentation include the following:

1. Determine the research object and scope

The first step in writing and presenting a report on enterprise research is to determine the object and scope of the research, I .e. to identify which benchmarking enterprises to investigate and what aspects to investigate. This step needs to be comprehensively considered and selected according to the customer's needs, project objectives, market conditions, time constraints and other factors, so as to avoid too large or too small a scope, which will affect the efficiency and effectiveness of the research.

In general, there are several ways to determine the object and scope of the survey:

Porter's Five Forces Analysis. This is a commonly used method of analyzing the competitive structure and competitiveness of the industry, which divides the competitiveness of the industry into five aspects: the bargaining power of suppliers, the bargaining power of buyers, the threat of potential entrants, the threat of substitutes and the degree of competition of existing competitors. By analyzing the influencing factors of these five aspects, we can determine the attractiveness and competitiveness of the industry, as well as its own advantages and disadvantages, so as to select the most important benchmarking enterprises and research aspects.

Benchmarking enterprise matrix method. This is a commonly used method to analyze the relative position and differentiation of benchmarking enterprises. It divides benchmarking enterprises according to two dimensions, such as market share and product quality, price and service, innovation ability and brand awareness, etc., so as to form a matrix, which can intuitively see the relative advantages and disadvantages of benchmarking enterprises, as well as their own opportunities and threats, so as to select the most representative benchmarking enterprises and research aspects.

SWOT analysis. This is a commonly used method to analyze the strengths, weaknesses, opportunities and threats of oneself and benchmarking enterprises. It compares and matches internal factors (strengths and weaknesses) and external factors (opportunities and threats) to form a four-quadrant diagram, which can clearly see the competitive situation of oneself and benchmarking enterprises, so as to select the most competitive benchmarking enterprises and research aspects.

The above three methods can be flexibly combined and applied according to specific situations and needs to determine the research object and scope. Generally speaking, the research object should include direct benchmarking enterprises and indirect benchmarking enterprises, that is, enterprises competing with customers in the same market or the same product field, as well as enterprises that may pose potential threats or opportunities to customers. The scope of the research should include the benchmarking enterprise's strategy, capabilities, strengths, weaknesses, dynamics and expectations, as well as other aspects related to the customer's competitive strategy, such as the benchmarking enterprise's customers, suppliers, partners, stakeholders, etc.

2. Collect and analyze the information of benchmarking enterprises

The second step in the writing and presentation of enterprise research reports is to collect and analyze the information of benchmarking enterprises, that is, to obtain relevant data and information of benchmarking enterprises through various channels and methods, as well as the process of collating, summarizing, comparing, evaluating and interpreting these data and information. This step requires reasonable planning and arrangement according to the research object and scope, as well as the time and budget of the project, so as to avoid the lack or redundancy of information, which will affect the quality and effect of the research.

In general, there are several ways to collect and analyze information about benchmarking companies:

Desk research method. This is a commonly used method to collect public information of benchmarking enterprises. It mainly uses various existing documents such as the Internet, libraries, databases, newspapers and magazines, industry reports, government documents, patent documents, academic papers, etc., as well as various self-disclosed information such as official websites, annual reports, press releases, job advertisements, product catalogues, promotional activities, etc. of benchmarking enterprises, to obtain information on the basic situation, historical evolution, organizational structure, financial situation, market performance, product characteristics, technical level, strategic direction, etc.

Field survey method. This is a commonly used method to collect non-public information of benchmarking companies. It mainly conducts on-site inspections, observations, experiences, interviews, etc. in person or by entrusting a third party to the location, sales point, production base, exhibition and other places of the benchmarking company., To obtain information on the internal situation, operation status, market feedback, customer satisfaction, product quality, service level, innovation ability, etc.

network analysis method. This is a commonly used method to analyze the relationship network of benchmarking enterprises. It mainly analyzes the contact, interaction, influence and value of the benchmarking enterprise's customers, suppliers, partners, stakeholders and other parties by constructing the social network diagram of the benchmarking enterprise, so as to reveal the information of the benchmarking enterprise's resources, capabilities, advantages, disadvantages, opportunities, threats and so on.

The above three methods can be appropriately selected and combined according to specific situations and needs to collect and analyze information from benchmarking companies. In general, the collection and analysis of benchmarking enterprise information should follow the following principles:

comprehensiveness. The information collected and analyzed by benchmarking companies should cover as much as possible all aspects of the research scope, and do not omit or ignore any information that may have an impact on customers.

Accuracy. Collecting and analyzing the information of benchmarking enterprises should ensure the authenticity, validity, timeliness and consistency of the information as much as possible, and do not appear or disseminate any wrong, outdated, contradictory or ambiguous information.

Objectivity. Collecting and analyzing the information of benchmarking enterprises should avoid subjective bias, emotion, judgment and inference as much as possible, and do not make any unfair, unreasonable or inappropriate evaluation or comment on benchmarking enterprises.

3. Write and structure report content

The third step in the writing and presentation of the report of the enterprise research is to write and structure the content of the report, that is, to write and arrange the text and charts of the report according to the information collected and analyzed by the benchmark enterprise, as well as the needs of the customer and the objectives of the project, as well as the title of the report,AbstractCatalogue,Text、Conclusion, recommendations, appendices, etc. This step requires reasonable design and expression according to the purpose, audience, style, length and other factors of the report, so as to avoid the lengthy or simple content, which will affect the readability and credibility of the report.

In general, there are several ways to write and structure report content:

The Pyramid Principle. This is a commonly used method of organizing and presenting the content of a report, following several principles: startingConclusionStart with support.ConclusionStart with the most important information and then give secondary information; start with the overall information and then give detailed information; start with the same information and then give different information. In this way, the content of the report can be presented in the shape of a pyramid, thereby improving the logic and clarity of the report.

The MECE principle. This is a commonly used method of decomposing and classifying the content of a report, which follows two main principles: mutual exclusivity, I .e., the content of the report should avoid duplication or overlap, and completeness, I .e., the content of the report should cover all relevant aspects. In this way, the content of the report can present a tree-like structure, thereby improving the integrity and systematicness of the report.

Story line method. This is a commonly used method of connecting and displaying the content of the report. It mainly passes through the following steps: determine the theme of the report, that is, the core information or point of view that the report wants to convey; Determine the plot of the report, that is, the main information or argument that the report wants to show; Determine the turning point of the report, that is, the attention or reflection that the report wants to achieve; Determine the outcome of the report, that is the purpose or effect. In this way, the content of the report can be presented in the form of a story, thereby enhancing the attractiveness and persuasiveness of the report.

The above three methods can be flexibly applied and combined according to specific situations and needs to write and structure the content of the report. In general, report content should be written and structured in accordance with the following principles:

Simplicity. The content of the report should be written and structured to avoid being lengthy or simple as much as possible, so that the content of the report neither lacks important information nor contains redundant information.

Consistency. The content of the report should be written and structured to maintain, as far as possible, the title of the report,AbstractCatalogue,Text、Conclusion, recommendations, appendices and other parts of the content and style of consistency, so that the content of the report presents a whole effect.

clarity. The content of the report should be written and structured in clear, accurate, specific, and understandable language and expression as much as possible, so that the content of the report can be correctly understood and accepted by the audience.

4. Design and produce report charts

The fourth step in the writing and presentation of corporate research reports is the design and production of report charts, which is the process of selecting and creating visual elements such as graphs, tables, charts, pictures, diagrams, etc. of the report based on the content of the report written and structured, as well as the purpose, audience, style, length and other factors of the report. This step requires reasonable selection and production according to the content of the report and the characteristics and needs of the information, so as to avoid too many or too few charts, which will affect the visibility and sensitivity of the report.

In general, there are several ways to design and produce report charts:

Graphic selection method. This is a commonly used method of selecting a report chart. It mainly selects the most suitable graph according to the content of the report and the type, purpose, relationship, comparison and other factors of the information, such as column chart, line chart, pie chart, scatter chart, radar chart, map, organization chart, flow chart, etc., so that the report chart can effectively convey and display the meaning and characteristics of the information.

The chart design method. This is a commonly used method of making report charts, which is mainly based on the content of the report and the data, variables, dimensions, indicators, units and other factors of the information, to design the most appropriate tables, charts, pictures, diagrams, etc., so that the report chart can accurately present and explain the data and results of the information.

Chart beautification method. This is a commonly used method to optimize the report chart. It mainly beautifies the most appropriate color, font, size, shape, symbol, label, title, annotation, etc. according to the importance, relevance, difference and trend of the report content and information, so that the report chart can clearly distinguish and highlight the focus and details of the information.

The above three methods can be appropriately applied and combined according to specific situations and needs to design and produce report charts. In general, the design and production of report charts should follow the following principles:

Relevance. The design and production of report charts should be as relevant as possible to the content and information of the report, and do not use or produce any charts that are irrelevant or do not match the content and information of the report.

Simplicity. The design and production of report charts should avoid complexity or simplicity as much as possible, so that the charts of the report are neither missing important elements nor containing redundant elements.

Consistency. The design and production of the report chart should be as consistent as possible to maintain the content and style of the report's chart, so that the report's chart presents an overall effect.

5. Communicate and feedback on the report

The fifth step of report writing and presentation of enterprise research is to communicate and feedback the report, that is, according to the purpose, audience, style, length and other factors of the report, as well as the needs of customers and the objectives of the project, to select and use the presentation mode and channel of the report, as well as the communication and discussion of the report with customers, as well as the process of collecting and processing customers' opinions and suggestions. This step requires reasonable arrangement and implementation according to the content of the report and the characteristics and needs of the information, so as to avoid too much or too little communication and feedback, which will affect the acceptability and improvability of the report.

Generally speaking, there are several ways to communicate and feedback on the report:

Presentation and channel selection methods. This is a commonly used method to select the presentation mode and channel of the report. It mainly selects the most suitable presentation mode and channel according to the complexity, importance, sensitivity, urgency and other factors of the report content and information, as well as the needs of customers and the objectives of the project, such as written report, oral report, slide report, video report, email report, telephone report, network report, etc, so that the presentation of the report can effectively achieve the desired purpose and effect.

Communication and discussion of methods and skills selection method. This is a commonly used method of selecting the communication and discussion methods and skills of the report. It mainly selects the most appropriate communication and discussion methods and skills according to the content of the report and the characteristics and needs of the information, as well as the needs of customers and the goals of the project, such as questions, answers, explanations, examples, summaries, clarifications, confirmations, suggestions, feedback, etc, thus enabling the exchange and discussion of the report to effectively enhance understanding and trust between the two sides.

Comments and suggestions collection and processing methods and skills selection method. This is a commonly used method to select the methods and techniques for collecting and processing opinions and suggestions of the report. It mainly selects the most appropriate opinions and suggestions according to the contents of the report and the characteristics and needs of the information, as well as the needs of customers and the objectives of the project. Methods and techniques for collecting and processing, such as questionnaires, research, observation, recording, analysis, evaluation, improvement, follow-up, etc, so that the comments and recommendations of the report can effectively reflect and meet the needs and expectations of customers.

The above three methods can be appropriately applied and combined according to specific situations and needs for communication and feedback of reports. In general, communication and feedback for reporting should follow the following principles:

Timeliness. The communication and feedback of the report should be carried out as soon as possible after the presentation of the report, without delay or delay, so as not to affect the timeliness and effectiveness of the report.

Integrity. The communication and feedback of the report should maintain the authenticity, validity, timeliness and consistency of the content and information of the report as much as possible, and do not conceal or tamper with any content and information that may have an impact on customers.

Respecting sex. The communication and feedback for the report should be as respectful as possible to the needs and expectations of the customer, and should not impose or ignore any comments and suggestions that may be of value to the customer.

Cases 3. report writing and presentation of corporate research by Champ Consulting

Shangpu Consulting is a professional consulting company that provides consulting services in strategy, operation, organization, human resources, market, finance, etc. Its clients cover various industries and fields, such as manufacturing, energy industry, financial industry, medical industry, education industry, government agencies, etc. Champu Consulting has extensive experience and case studies in the writing and presentation of corporate research reports, some of which are typical:

Case 1: Provide a corporate research report for a manufacturing client to help the client analyze its competitive advantages and disadvantages in the global market and formulate corresponding competitive strategies. Shangpu Consulting adopted Porter's Five Forces Analysis and Benchmarking Enterprise Matrix to determine the main benchmarking enterprises and research scope of the client, including the market share, product quality, price strategy, innovation ability, brand awareness and so on. Shangpu Consulting used desktop research and field survey methods to collect and analyze relevant information about benchmarking companies, including benchmarking companies' annual reports, websites, press releases, product catalogs, customer reviews, and market reports. Champ Consulting used the Pyramid and MECE principles to write and structure the contents of the report, including the title of the report,AbstractCatalogue,Text、Conclusion, recommendations, appendices, etc. Using the graphic selection method and chart design method, Champ Consulting has designed and produced charts for the report, including bar charts, pie charts, scatter charts, radar charts, etc., to visually show the relative position and differentiation of benchmarking enterprises. Champ Consulting adopted the methods of slide report and mail report, carried out the communication and feedback of the report, communicated and discussed with the customer, collected and processed the customer's opinions and suggestions, and finally got the customer's approval and satisfaction.

Case 2: Provide a corporate research report for a customer in the energy industry to help the customer understand its competitive situation and development trend in the field of new energy, and formulate corresponding competitive strategies. Shangpu Consulting adopted the SWOT analysis method and the benchmarking enterprise matrix method to determine the main benchmarking enterprises and research scope of the client, including the technical level, cost structure, market penetration, policy support, social responsibility and so on. Shangpu Consulting uses desktop research and network analysis to collect and analyze relevant information about benchmarking companies, including their patent literature, academic papers, industry reports, government documents, and social networks. Champ Consulting used the pyramid principle and story line method to write and structure the contents of the report, including the theme, plot, turning point and ending of the report. Champ Consulting has adopted the graphic selection method and the chart beautification method to design and produce the charts of the report, including line charts, maps, organization charts, flowcharts, etc., to clearly show the technical route and relationship network of the benchmarking enterprise. Champ Consulting adopted the methods of oral report and video report, carried out the communication and feedback of the report, communicated and discussed with the customer, collected and processed the customer's opinions and suggestions, and finally got the customer's approval and satisfaction.

Case 3: Provide a financial industry client with a corporate research report to help the client predict its competitive dynamics and expectations in the field of digital transformation, and formulate corresponding competitive strategies. Using Porter's Five Forces analysis and SWOT analysis, Champu Consulting identified the client's main benchmarking companies and research areas, including the benchmarking company's digital strategy, digital capabilities, digital strengths, digital weaknesses, digital dynamics and digital expectations. Shangpu Consulting adopted desktop research and field investigation to collect and analyze relevant information of benchmarking enterprises, including the development and listing of new products, the entry and expansion of new markets, the introduction and application of new technologies, the establishment and maintenance of new cooperation, the emergence and response of new changes, and so on. Champ Consulting used the pyramid principle and story line method to write and structure the contents of the report, including the theme, plot, turning point and ending of the report. Champ Consulting has adopted the graphic selection method and chart beautification method to design and produce charts for the report, including bar charts, pie charts, scatter charts, radar charts, etc., to visually demonstrate the digital level and trends of benchmarking enterprises. Champ Consulting adopted the methods of oral report and video report, carried out the communication and feedback of the report, communicated and discussed with the customer, collected and processed the customer's opinions and suggestions, and finally got the customer's approval and satisfaction.