Purpose of Enterprise Research

The purpose of enterprise research is to understand the competitive environment, find out their own advantages and disadvantages, find market opportunities and threats, formulate appropriate competitive strategies, improve competitiveness and profitability. Specifically, enterprise research can help companies achieve the following goals:

Identifying and defining benchmarking enterprises: benchmarking enterprises include not only direct benchmarking enterprises, but also potential benchmarking enterprises, substitute benchmarking enterprises, supplier benchmarking enterprises, buyer benchmarking enterprises, etc.

Understand and evaluate the strategies, capabilities, strengths, weaknesses, dynamics and expectations of benchmarking enterprises: the strategies of benchmarking enterprises refer to the goals, vision, mission, values, positioning and propositions of benchmarking enterprises, reflecting the direction and intention of benchmarking enterprises; the capabilities of benchmarking enterprises refer to the resources, technologies, products, services, channels, promotion, talents, organization and culture of benchmarking enterprises, it reflects the strength and potential of benchmarking enterprises; the advantages and disadvantages of benchmarking enterprises refer to the advantages and disadvantages of benchmarking enterprises relative to themselves, reflecting the differences and weaknesses of benchmarking enterprises; the dynamics and expectations of benchmarking enterprises refer to the behaviors, changes, trends, plans and reactions of benchmarking enterprises, reflecting the vitality and future of benchmarking enterprises.

Formulate and optimize their own strategies and marketing strategies: according to the results of enterprise research, enterprises can determine their own competitive positioning, choose appropriate competitive strategies, such as cost leadership, differentiation, centralization, etc.; and formulate corresponding marketing strategies, such as product strategy, price strategy, channel strategy, promotion strategy, etc., to meet the needs of the target market, create and deliver value, and enhance brand influence, increase market share and profitability.

Content of Enterprise Research

The content of enterprise research can be selected and adjusted according to different purposes and needs, generally including the following aspects:

Enterprise profile: including the basic information of the benchmarking enterprise, such as name, address, contact information, scale, establishment time, equity structure, organizational structure, management team, main business, main customers, main partners, etc.

Enterprise development: including the development process of benchmarking enterprises, such as important milestones, events, changes, achievements, honors, crises, etc., as well as the development strategies of benchmarking enterprises, such as mission, vision, goals, plans, expectations, etc.

Corporate finance: including the financial position of the benchmark enterprise, such as operating income, operating costs, operating profit, net profit, gross profit margin, net profit margin, asset-liability ratio, current ratio, quick ratio, sales growth rate, profit growth rate, market share, market ranking, etc.

Enterprise innovation: including the innovation ability of benchmarking enterprises, such as R & D investment, R & D team, R & D projects, R & D achievements, patent quantity, patent quality, new product listing, new technology application, new model exploration, new service launch, etc.

Corporate culture: including the cultural characteristics of benchmarking enterprises, such as values, beliefs, concepts, styles, atmosphere, spirit, slogans, signs, symbols, rituals, traditions, habits, etc.

Enterprise marketing: including the marketing strategies of benchmarking enterprises, such as market positioning, target market, target customers, product strategy, price strategy, channel strategy, promotion strategy, service strategy, customer relationship management, brand building, competitive advantage, competitive disadvantage, etc.

Methods and Tools for Enterprise Research

The methods and tools of enterprise research can be selected and combined according to different contents and sources, and generally include the following:

Literature analysis: By collecting and analyzing the public literature of benchmarking enterprises, such as official websites, annual reports, prospectors, news reports, industry reports, market research reports, patent documents, policies and regulations, etc., to obtain first-hand information of benchmarking enterprises, and to systematically organize and summarize them.

Research and investigation method: through face-to-face or telephone research with relevant personnel of benchmarking enterprises, such as managers, employees, customers, suppliers, partners, industry experts, etc., to obtain second-hand information of benchmarking enterprises and conduct in-depth analysis and interpretation.

Observation and participation method: by personally or entrusting others, as customers, partners, consultants, etc., participate in the activities of benchmarking enterprises, such as exhibitions, conferences, training meetings, experience activities, etc., or purchase the products and services of benchmarking enterprises, observe the behavior and performance of benchmarking enterprises, obtain the third-hand information of benchmarking enterprises, and make objective evaluation and comparison.

Network analysis method: through the use of the Internet and social media, such as search engines, forums, blogs, microblogs, WeChat, Douyin, Little Red Book, etc., to collect and analyze the network information of benchmarking enterprises, such as website traffic,KeywordsRanking, user reviews, user feedback, user reputation, user satisfaction, user loyalty, user conversion rate, user retention rate, etc., to understand the network influence and user preferences of benchmarking enterprises.

Intelligence analysis method: by using the theories and methods of intelligence analysis, such as Porter's five forces model, SWOT analysis, PEST analysis, value chain analysis, core competitiveness analysis, strategic group analysis, competition situation analysis, competition early warning analysis, etc., the information of benchmarking enterprises is comprehensively analyzed and evaluated, and the strategic intention, competitive advantage, competitive disadvantage, competitive situation, competitive risk, competitive opportunity, etc. of benchmarking enterprises are revealed, for the development of their own competitive strategy to provide the basis and reference.

How corporate research can be translated into action plans to achieve landing

The results of enterprise research need to be translated into concrete action plans, and effectively implemented and monitored in order to achieve landing. The following are the specific steps and precautions for how to translate the research results into an action plan when providing enterprise research services for an automobile manufacturer:

The first step is to clarify the research objectives and scope: Shangpu Consulting Company communicates with customers, understands customers' needs and expectations, determines the research objectives and scope, such as the number, type, region, market, etc. of benchmarking enterprises to be investigated, as well as the research contents, methods, tools, time, budget, etc., formulates research plans and plans, and confirms and signs with customers.

The second step is to collect and analyze the information of benchmarking enterprises: according to the research plan and scheme, Shangpu Consulting Company adopts the literature analysis method, research and investigation method, observation and participation method, network analysis method, etc. to collect the information of benchmarking enterprises from multiple channels and angles, such as enterprise profile, enterprise development, enterprise finance, enterprise innovation, enterprise culture, enterprise marketing, etc., and applies the intelligence analysis method, comprehensive analysis and evaluation of the information of benchmarking enterprises, the formation of enterprise research reports, to share and discuss with customers.

The third step is to formulate and optimize its own strategy and marketing strategy: according to the results of the enterprise research report, Shangpu consulting company, together with customers, formulates and optimizes its own strategy and marketing strategy, such as determining its own competitive positioning, selecting appropriate competitive strategy, formulating corresponding marketing strategy, etc., clarifying its own competitive advantages and disadvantages, discovering market opportunities and threats, and formulating action plans, including action objectives, content, steps, responsibilities, resources, time, standards, expectations, etc., with the customer to confirm and sign.

The fourth step is to implement and monitor the action plan: Shangpu Consulting Company assists customers to implement and monitor the action plan, such as coordinating and guiding customers' internal and external resources, such as personnel, technology, products, services, channels, promotion, etc., according to the requirements of the action plan, to carry out effective implementation and implementation, at the same time, regularly collect and analyze the implementation data and feedback, such as sales, market share, customer satisfaction, brand awareness, etc., compared and evaluated with the standards and expectations of the action plan, timely detection and resolution of problems and difficulties in implementation, adjustment and optimization of the action plan, to ensure the landing and effectiveness of the action plan.