Value Chain Analysis 1. Competitor Research

Competitor research refers to the identification of competitors on the basis of value chain and value operation, through the investigation, analysis and simulation of its value chain, we can measure the cost of competitors, objectively evaluate the cost advantages and disadvantages of the enterprise and the causes of such advantages and disadvantages, and formulate targeted strategies to overcome competitors and obtain cost leadership.

The value chain refers to a series of value-creating activities, including primary and ancillary activities, from the procurement of raw materials to the sale of final products. The main activities include internal logistics, production, external logistics, marketing and sales, services, etc.; auxiliary activities include procurement, technology development, human resources management, infrastructure, etc. The purpose of value chain analysis is to identify the core competitiveness of enterprises, optimize the structure of the value chain of enterprises, and improve the efficiency and effectiveness of enterprises.

The steps for competitor value chain analysis are as follows:

Identify competitors. According to market positioning, product characteristics, target customers and other factors, select the most competitive competitors with the enterprise, in-depth analysis.

Identify competitors' value chains. Collect relevant information of competitors through various channels, such as enterprise profile, development process, strategic objectives, organizational structure, financial status, product line, market share, customer satisfaction, supplier relationship, technical level, innovation ability, personnel training, etc., construct the value chain model of competitors, determine the main value activities and auxiliary value activities of competitors, and the relationship between them.

Analyze competitors' value chains. Cost analysis of each value activity of competitors, calculate the total cost of competitors and the proportion of each cost, and identify the cost drivers and cost control methods of competitors. At the same time, conduct a value analysis of each value activity of the competitor, assess the value contribution of the competitor's product or service to the customer, and identify the value drivers and value enhancement methods of the competitor.

Compare competitors' value chains. Compare the value chain of the enterprise with the value chain of competitors, and analyze the advantages and disadvantages of the enterprise in each value activity, as well as the sources and effects of these advantages and disadvantages. At the same time, analyze the value chain differences between competitors and understand their competitive strategies and competitive advantages.

Develop a competitive strategy. Based on the results of the competitor's value chain analysis, the company's competitive strategies are developed, including cost leadership, differentiation and focus strategies. Cost leadership strategy refers to improving the profitability and market share of an enterprise by reducing the cost of the entire value chain; differentiation strategy refers to increasing the value of the entire value chain, increasing the differentiated advantages of the company's products or services, and improving customer loyalty And premium ability; focusing strategy refers to forming the core competitiveness of an enterprise by focusing on a certain market segment or a certain value activity, and resisting the attack of competitors.

Competitor value chain analysis 2. Champ Consulting.

Shangpu Consulting Group Co., Ltd. (referred to as "Shangpu Consulting"), with a registered capital of 50 million, was founded in early 2008, formerly known as "Beijing Shangpu Information Consulting Co., Ltd". After more than ten years of hard work, Shangpu Consulting has accumulated rich professional experience and customer resources in the fields of industry research, market research, investment and financing consulting, and IPO listing consulting. With strong consulting innovation capabilities, first-class service quality, and Strong market competitiveness is highly recognized by all sectors of society, and has now become one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China.

Taking Shangpu Consulting as an example, this paper uses the competitor value chain analysis method to analyze the value chain of its main competitors in the three business areas of market research, investment consulting and IPO consulting, and draws the competitive advantages and disadvantages of Shangpu Consulting, as well as suggestions for coping.

(I) market research

Market research refers to the process of collecting, collating, analyzing and interpreting market-related information to provide a basis for a company's market decisions. The main contents of market research include industry analysis, market analysis, consumer analysis, competitor analysis, channel analysis, product analysis, price analysis, promotion analysis, etc.

As one of the earliest consulting agencies to provide special market research services in China, Shangpu Consulting has been involved in market research business since 2008, and has witnessed the development and reform of China's market research business in the past 14 years. Shangpu Consulting has a professional team composed of senior industry experts, market researchers, data analysts and consultants to provide customers with comprehensive, in-depth and accurate market research services, covering consumer goods, health care, education and training, automobile transportation, financial services, energy and environmental protection, industrial manufacturing, information technology and other industries and fields.

Champ Consulting's main competitors in the field of market research are the following:

Nielsen (Nielsen): Nielsen is the world's leading market research company, founded in 1923, headquartered in New York, USA, with business in more than 100 countries and regions around the world, providing customers with consumer behavior, media viewing, retail data, market analysis and other market research services, involving fast moving consumer goods, media entertainment, telecommunications, finance, automotive, medicine and other industries.

Electrolux (Ipsos): Electrolux is the world's third largest market research company, founded in 1975, headquartered in Paris, France, covering more than 90 countries and regions around the world, providing customers with brand, marketing, public affairs, social research, innovation, media, customer experience and other market research services, involving consumer goods, health care, finance, automotive, retail, tourism and other industries.

iResearch Consulting (iResearch): iResearch Consulting is the most influential Internet market research company in China, founded in 2002, headquartered in Shanghai, providing customers with Internet industry analysis, Internet user behavior analysis, Internet advertising effect evaluation, Internet brand image research and other market research services, involving e-commerce, online education, online tourism, online finance, online video, social network, mobile Internet and other fields.

Comparison of value chain between Champ Consulting and competitors

Value Activities Champ Consulting Nielsen Electrolux Avery Consulting

Internal logistics realizes the effective acquisition and utilization of data and software by establishing cooperative relations with domestic and foreign data providers and platforms. Through global procurement and supply chain management, it realizes the efficient acquisition and utilization of raw materials, equipment, software and other resources. By establishing close cooperative relations with partners around the world, realize the effective acquisition and utilization of raw materials, equipment, software and other resources. Through the establishment of close cooperative relations with data providers and platforms at home and abroad, the effective acquisition and utilization of Internet-related data and software are realized.

Production has achieved in-depth analysis and interpretation of the industry and market by establishing cooperative relations with industry experts and research institutions at home and abroad. Through the global R & D and innovation center, it has continuously developed and improved new market research methods and tools. Through establishing close cooperative relations with research institutions and experts around the world, realize the continuous development and improvement of market research methods and tools. Through the establishment of close cooperative relations with domestic and foreign Internet enterprises and experts, the in-depth analysis and interpretation of the Internet industry and users have been realized.

External logistics realizes the timely delivery and response of products and services by establishing cooperative relations with customers at home and abroad. Through the global distribution and service network, it realizes the rapid delivery and response of products and services. Through establishing close cooperative relations with customers around the world, it realizes the timely delivery and response of products and services. Through establishing close cooperative relations with customers at home and abroad, enables timely delivery and response of products and services

Marketing and sales through the establishment of cooperative relations with the media and social groups at home and abroad, to achieve the effective promotion and sales of products and services

Effective promotion and sales of products and services through a global marketing and sales team

Through the establishment of close cooperation with the media and social groups around the world, the effective promotion and sales of products and services are realized.

Through the establishment of close cooperative relations with domestic and foreign media and social organizations, the effective promotion and sales of products and services are realized.

Service

Through the establishment of cooperative relations with domestic and foreign customers, the continuous improvement and optimization of products and services has been realized.

Continuous improvement and optimization of products and services through a global customer service and support center

Continuous improvement and optimization of products and services through close relationships with customers around the world

Through the establishment of close cooperation with domestic and foreign customers, the continuous improvement and optimization of products and services are realized.

Procurement

Through the establishment of cooperative relations with high-quality suppliers at home and abroad, we have realized the high-quality supply of resources such as data and software.

Through the establishment of stable cooperative relations with global high-quality suppliers, we have realized the high-quality supply of raw materials, equipment, software and other resources.

Through the establishment of stable cooperative relations with global high-quality suppliers, we have realized the high-quality supply of raw materials, equipment, software and other resources.

Through the establishment of stable cooperative relations with high-quality suppliers at home and abroad, we have realized the high-quality supply of data, software and other resources.

Technology Development

Continuous updating and optimization of industry and market analysis methods and tools through continuous investment in technological development and innovation

Continuous updating and optimization of market research methods and tools through continuous investment in technological development and innovation

Continuous updating and optimization of market research methods and tools through continuous investment in technological development and innovation

Through continuous investment in technology development and innovation, the continuous update and optimization of Internet data analysis and mining are realized.

Human Resource Management

Through the establishment of domestic human resources management system, the recruitment, training, motivation, evaluation and retention of talents have been realized.

Through the establishment of a global human resources management system, the recruitment, training, motivation, evaluation and retention of talents have been realized.

Through the establishment of a global human resources management system, the recruitment, training, motivation, evaluation and retention of talents have been realized.

Through the establishment of domestic human resources management system, the recruitment, training, motivation, evaluation and retention of talents have been realized.

Infrastructure

Through the establishment of domestic infrastructure, the enterprise's strategic planning, financial management, legal affairs, information systems, administrative management, etc.

Through the establishment of global infrastructure, the enterprise's strategic planning, financial management, legal affairs, information systems, administrative management, etc.

Through the establishment of global infrastructure, the enterprise's strategic planning, financial management, legal affairs, information systems, administrative management, etc.

Through the establishment of domestic infrastructure, the enterprise's strategic planning, financial management, legal affairs, information systems, administrative management, etc.

As can be seen, the competitive advantages and disadvantages of Champ Consulting in the field of market research are as follows:

Shangpu Consulting has a professional team composed of senior industry experts, market researchers, data analysts and consultants, which can provide customers with all-round, in-depth and accurate market research services, with strong professionalism and authority.

Shangpu Consulting covers consumer goods, medical and health, education and training, automobile transportation, financial services, energy and environmental protection, industrial manufacturing, information technology and other industries and fields, with a wide market coverage and share.

Shangpu Consulting continues to invest in technology development and innovation, using advanced market research methods and tools such as artificial intelligence, big data, cloud computing, and the Internet of Things to improve the accuracy and real-time of market research, and has a high technical level and Innovation ability.

Competitive Disadvantages:

Compared with internationally renowned market research companies such as Nielsen and Electrolux, Champu Consulting has lower brand awareness and reputation, and lower customer awareness and preference. It needs to strengthen brand building and promotion.

Compared with leading domestic Internet market research companies such as iResearch, Shangpu Consulting has weak analysis and interpretation of the Internet industry and users, and needs to strengthen its Internet-related data collection and analysis capabilities.

Compared with its competitors, Shangpu Consulting lacks a global network of procurement, supply chain, distribution, services, and partners. It needs to strengthen its cooperation with domestic and foreign suppliers, customers, research institutions, experts, media, and social groups. relationship.

5. Competitive Strategy of Champ Consulting

Based on the results of the competitor value chain analysis, Champ Consulting's competitive strategy in the field of market research is as follows:

Cost leadership strategy: Through the establishment of cooperative relations with domestic and foreign data providers and platforms, Shangpu Consulting has reduced the procurement cost of data and software, improved the efficiency of market research, and realized cost optimization. At the same time, Shangpu Consulting has established cooperative relations with domestic and foreign suppliers to reduce the procurement cost of raw materials, equipment, software and other resources, improve the quality of market research, and achieve cost optimization. Through these measures, Shangpu Consulting has achieved the cost leadership of market research services and improved the profitability and market share of the company.

Differentiation strategy: By establishing cooperative relations with industry experts and research institutions at home and abroad, Shangpu Consulting has improved the depth and breadth of industry and market analysis, realized the differentiation advantage of market research services, and improved customer loyalty and premium ability. At the same time, through continuous investment in technology development and innovation, and the use of advanced market research methods and tools such as artificial intelligence, big data, cloud computing, and the Internet of Things, Shangpu Consulting has improved the accuracy and real-time performance of market research, and realized market research services. The differentiated advantages of the company have improved customer awareness and preference.

Focus strategy: By focusing on consumer goods, medical and health, education and training, automobile transportation, financial services, energy and environmental protection, industrial manufacturing, information technology and other industries and fields, Shangpu Consulting has formed a focus advantage in market research services and improved customers Satisfaction and loyalty.

(II) Investment Advisory

Investment consulting refers to providing investors with professional consulting services in investment plans, investment strategies, investment evaluation, investment risks, investment returns, etc. The main contents of investment consulting include investment opportunity analysis, investment project analysis, investment plan design, investment decision support, investment execution supervision, investment performance evaluation, etc.

As one of the most powerful and influential investment and financing consulting institutions in China, Shangpu Consulting has been involved in investment consulting business since 2010. Over the past 12 years, it has provided professional, efficient and high-quality investment consulting services to domestic and foreign investors, involving equity investment, debt investment, mergers and acquisitions, asset securitization, capital markets, private equity funds, venture capital, venture capital and other fields.

Champ Consulting's main competitors in the investment advisory space are the following:

McKinsey (McKinsey): McKinsey is the world's largest management consulting company, founded in 1926, headquartered in New York, USA, with business in more than 60 countries and regions around the world, providing customers with strategy, organization, operation, market, finance and other management consulting services, involving energy, finance, medical, telecommunications, consumer goods, manufacturing and other industries.

Deloitte (Deloitte): Deloitte is one of the world's largest professional service organizations. It was established in 1845 and is headquartered in London, England. It has operations in more than 150 countries and regions around the world, providing customers with auditing, taxation, consulting, corporate risk, and financial services. A variety of professional services such as consulting involve energy, finance, medical, telecommunications, consumer goods, manufacturing and other industries.

Goldman Sachs (Goldman Sachs): Goldman Sachs is one of the most famous investment banks in the world. It was founded in 1869 and is headquartered in New York, USA. Its business covers more than 30 countries and regions around the world. It provides customers with investment banking, securities, investment management, wealth management and other financial services, involving energy, finance, medical, telecommunications, consumer goods, manufacturing and other industries.

Competitive Strategy of Champ Consulting

Based on the results of the competitor value chain analysis, Champ Consulting's competitive strategy in the field of investment advisory is as follows:

Cost leadership strategy: By establishing partnerships with domestic and foreign data providers and platforms, Champ Consulting has reduced the cost of data and software procurement, improved the efficiency of investment consulting, and achieved cost optimization. At the same time, through the establishment of cooperative relations with domestic and foreign suppliers, Shangpu Consulting has reduced the procurement cost of raw materials, equipment, software and other resources, improved the quality of investment consulting, and realized cost optimization. Through these measures, Shangpu Consulting has achieved the cost leadership of investment advisory services and improved the profitability and market share of the company.

Differentiation strategy: By establishing cooperative relations with domestic and foreign investment institutions and experts, Shangpu Consulting has improved the depth and breadth of investment projects and programs, realized the differentiated advantages of investment consulting services, and improved customer loyalty and premium capabilities. At the same time, through continuous investment in technology development and innovation, and the use of advanced investment analysis methods and tools such as artificial intelligence, big data, cloud computing, and the Internet of Things, Shangpu Consulting has improved the accuracy and real-time performance of investment consulting, and realized investment consulting services. The differentiated advantages of the company have improved customer awareness and preference.

Focus strategy: By focusing on equity investment, debt investment, mergers and acquisitions, asset securitization, capital markets, private equity funds, venture capital, venture capital and other fields, Shangpu Consulting has formed a focus advantage in investment consulting services and improved customers Satisfaction and loyalty.