1. Benchmarking Enterprise Analysis Matrix

The benchmarking enterprise analysis matrix is a simple and effective tool that can help enterprises compare their performance with that of benchmarking enterprises in different dimensions, such as product, price, quality, service, channel, brand, innovation, etc. Through the benchmarking enterprise analysis matrix, enterprises can clearly see their own and benchmarking enterprise's strengths and weaknesses, as well as potential opportunities and threats. The benchmarking enterprise analysis matrix is produced:

-Determine the objectives and scope of the analysis, select the benchmarking enterprises and dimensions to be compared;

-Collect relevant data and information, such as market research, industry reports, public information of benchmarking enterprises, etc;

-Score yourself and benchmarking enterprises in each dimension. The higher the score, the better the performance;

-Fill the scores into the matrix to form a table.

One example of the benchmarking enterprise analysis matrix is that Shangpu Consulting provided enterprise research services to an automobile manufacturer. The automobile manufacturer wanted to enter the Chinese market, but faced fierce competition from home and abroad. Through the benchmarking enterprise analysis matrix, Shangpu consulting company helped the automobile manufacturer understand the performance of itself and the benchmarking enterprise in the Chinese market, and found that its own advantages lie in the quality and innovation of products, and its disadvantages lie in the price and channels, as well as the brand awareness that needs to be improved. Based on these analyses, Shangpu Consulting has formulated corresponding market entry strategies for the automaker, including: adopting high-end positioning, highlighting product quality and innovative advantages, and increasing product added value and profit margins; strengthening cooperation with local partners And the relationship with dealers, expand the coverage and depth of channels, improve the accessibility and visibility of products; increase brand promotion and promotion, and enhance brand awareness and reputation, shape the brand's image and personality.

2. Benchmarking Enterprise Value Chain Analysis

Benchmarking enterprise value chain analysis is an in-depth tool that can help enterprises analyze the value creation process of benchmarking enterprises, such as research and development, production, sales, distribution, after-sales and so on. Through the value chain analysis of benchmarking enterprises, enterprises can understand the cost structure and profit sources of benchmarking enterprises, find out the value advantages and disadvantages of benchmarking enterprises, as well as potential improvement and innovation points. Benchmarking enterprise value chain analysis is produced:

-Determine the objectives and scope of the analysis, select the benchmarking enterprises and value chain activities to be analyzed;

-Collect relevant data and information, such as financial statements, industry standards, public information of benchmarking enterprises, etc;

-Analyze each value chain activity, calculate the cost and income of benchmarking enterprises, and evaluate the efficiency and effectiveness of benchmarking enterprises;

-Presenting the results of the analysis as a chart;

-Analyze the results of the chart to identify the value strengths and weaknesses of the benchmarking company, as well as potential improvements and innovations.

A case study of benchmarking enterprise value chain analysis is that Shangpu Consulting provided enterprise research services for an e-commerce platform that wanted to increase its market share and profitability, but faced strong competition from other e-commerce platforms. Through the value chain analysis of benchmarking enterprises, Shangpu Consulting helped the e-commerce platform understand the value creation process of itself and benchmarking enterprises, and found that its advantages lie in R & D and sales, its disadvantages lie in production and distribution, and after-sales that need to be improved. Based on these analyses, Shangpu Consulting has formulated corresponding competitive strategies for the e-commerce platform, including: increasing investment in research and development, improving the technology and functions of the platform, and increasing user experience and stickiness; optimizing the sales model and providing more Many discounts and activities increase the purchase and conversion of users; reduce production costs, improve production efficiency and quality, and reduce inventory and loss; cooperate or compete with logistics companies to improve the speed and service of distribution and reduce the cost of distribution; improve the after-sales process, improve the quality and satisfaction of after-sales, and increase the loyalty and reputation of users.

Analysis on the Core Competence of 3. Benchmarking Enterprises

The core competence analysis of benchmarking enterprises is a strategic tool, which can help enterprises analyze the core competence of benchmarking enterprises, that is, those capabilities that can bring sustainable competitive advantage and market position to benchmarking enterprises. Through the analysis of the core competence of benchmarking enterprises, enterprises can understand the strategic direction and objectives of benchmarking enterprises, find out the core competence and weaknesses of benchmarking enterprises, as well as potential threats and opportunities. The production method of the core competence analysis of the benchmark enterprise is:

-Determine the objectives and scope of the analysis, select the benchmarking enterprises and core competencies to be analyzed;

-Collect relevant data and information, such as the vision, mission, values, strategic planning, organizational structure, human resources, technical resources, etc;

-Analyze each core competence and evaluate whether the core competence of the benchmarking company has the following three characteristics: valuable to customers, difficult to imitate, and extensible;

-Presenting the results of the analysis as a chart;

-Analyze the results of the chart to find out the core capabilities and weaknesses of the benchmarking company, as well as potential threats and opportunities.

A case study of the core competency analysis of a benchmarking company is that Champu Consulting provided corporate research services to a hotel chain group that wanted to improve its brand image and market share, but faced fierce competition from other hotel chain groups. Through the core competence analysis of benchmarking enterprises, Shangpu Consulting Company helped the hotel chain group understand the core competence of itself and benchmarking enterprises, and found that its advantages lie in service and channels, its disadvantages lie in brand and innovation, and the threats and opportunities of benchmarking enterprises that need to be paid attention. Based on these analyses, Shangpu Consulting has formulated corresponding brand strategies for the hotel chain group, including: improving service standards and quality, creating service characteristics and differentiation, and increasing customer satisfaction and loyalty; expanding the number of channels And types, using online and offline platforms and partners to increase the hotel's exposure and accessibility; strengthen brand construction and management, and unify the brand's vision and slogan, enhance the popularity and reputation of the brand, shape the personality and positioning of the brand, increase the investment and intensity of innovation, introduce new technology and equipment, enhance the comfort and intelligence of the hotel, and increase the attractiveness and competitiveness of the hotel.

Strategic Group Analysis of 4. Benchmarking Enterprises

Benchmarking corporate strategic group analysis is a classification tool that helps companies classify benchmarking companies into different groups based on their strategic characteristics, such as cost leadership, differentiation, and focus. Through the analysis of the strategic group of benchmarking enterprises, enterprises can understand the strategic choices and behaviors of benchmarking enterprises, find out the strategic advantages and disadvantages of benchmarking enterprises, as well as the potential competitive situation and changes. Benchmarking enterprise strategy group analysis is produced:

-Determine the objectives and scope of the analysis, select the benchmarking enterprises and strategic characteristics to be analyzed;

-Collect relevant data and information, such as product, price, quality, service, channel, brand, innovation, etc;

-Evaluate each benchmarking enterprise to determine the type and extent of its strategic characteristics;

-Presentation of the results of the assessment as a chart;

-Analyze the results of the chart to find out the strategic advantages and disadvantages of the benchmark enterprises, as well as the potential competitive situation and changes.

One example of the benchmarking corporate strategy group analysis is that Champu Consulting provided corporate research services to a mobile phone manufacturer that wanted to increase its market share and profitability, but faced fierce competition from other mobile phone manufacturers. Through the analysis of the strategic group of benchmarking enterprises, Shangpu Consulting helped the mobile phone manufacturer understand the strategic characteristics of itself and the benchmarking enterprises, and found that its advantages lie in innovation and brand, its disadvantages lie in cost and channels, and the strategic advantages and changes of benchmarking enterprises that need attention. Based on these analyses, Shangpu Consulting has formulated corresponding competitive strategies for the mobile phone manufacturer, including: maintaining a leading position in innovation, continuously introducing new products and functions to meet the needs and expectations of users; strengthening brand building and maintenance, Enhance the influence and loyalty of the brand, increase the trust and recognition of users; reduce the level and influence of costs, and optimize the production process and efficiency, improve the cost performance and profit margin of products; expand the scope and depth of channels, and use online and offline platforms and partners to increase product sales and distribution.

5. Benchmarking Enterprise Intelligence Analysis

Benchmarking enterprise intelligence analysis is a dynamic tool that can help enterprises collect, analyze and utilize the information of benchmarking enterprises, that is, the information related to the strategic intention, action plan, market trend, performance change, etc. Through benchmarking enterprise intelligence analysis, enterprises can understand the current situation and future trends of benchmarking enterprises, find opportunities and threats of benchmarking enterprises, as well as potential competitive reactions and impacts. Benchmarking enterprise intelligence analysis is produced:

-Determine the objectives and scope of the analysis, select the benchmark enterprises and intelligence types to be analyzed;

-Collect relevant data and information, such as news reports, social media, industry conferences, patent applications, job advertisements, etc;

-Analysis of each piece of information to determine its veracity, importance, urgency and relevance;

-Presenting the results of the analysis as a chart;

-Analyze the results of the chart to find out the opportunities and threats of benchmarking enterprises, as well as potential competitive reactions and impacts.

One example of benchmarking corporate intelligence analysis is that Shangpu Consulting provided corporate research services for a cosmetics brand that wanted to improve its market competitiveness and innovation capabilities, but faced fierce competition from other cosmetics brands. Through benchmarking enterprise intelligence analysis, Shangpu Consulting Company helped the cosmetics brand understand its own intelligence and that of the benchmarking enterprise, and found that its own opportunity lies in the product recall and negative evaluation of the benchmarking enterprise, and the threat lies in the new product release and market expansion of the benchmarking enterprise, as well as the response and influence of the benchmarking enterprise that needs to be prepared. According to these analyses, Shangpu Consulting Company has formulated corresponding competitive strategies for the cosmetics brand, including: using the product recall and negative evaluation of benchmarking enterprises to strengthen the safety and quality of their products and improve the trust and satisfaction of users; paying attention to the new product release and market expansion of benchmarking enterprises, analyzing the characteristics and advantages of their products, and looking for the defects and weaknesses of their products, develop your own product differentiation and optimization; predict the response and impact of benchmarking companies, such as price wars, promotional activities, litigation disputes, etc., and develop your own countermeasures and preventive measures to maintain your market position and profitability.

Conclusion

This paper introduces five commonly used enterprise research tools, namely: benchmarking enterprise analysis matrix, benchmarking enterprise value chain analysis, benchmarking enterprise core competence analysis, benchmarking enterprise strategic group analysis and benchmarking enterprise intelligence analysis. These tools can help companies understand the situation and trends of benchmarking companies from different angles and levels, discover the strengths and weaknesses of benchmarking companies, as well as potential opportunities and threats, so as to formulate effective competitive strategies and increase their competitiveness and market share. This paper also combines some enterprise research cases provided by Shangpu Consulting Company for customers to show the application effect and value of these tools.