The value and method of 1. competitor research.

The value of competitor research is threefold:

Decision support: By analyzing the market situation, strategic direction, product characteristics and customer needs of competitors, it provides reference for enterprises to formulate product strategy, market entry, pricing strategy and promotion strategy.

Learn from: By analyzing the successful experience of competitors, excellent cases, innovative models, etc., to provide enterprises with learning opportunities, absorb advantages, avoid shortcomings, and improve their own capabilities.

Early warning and risk avoidance: by analyzing the dynamic changes of competitors, potential threats, alternative products, etc., to provide enterprises with early warning information, timely adjustment of response strategies, to prevent risks.

There are several main methods of competitor research:

Comparative method: by comparing the performance of competitors in various aspects, to find out their own strengths and weaknesses, as well as the strengths and weaknesses of competitors.

Matrix Analysis: Evaluate and position competitors in multiple dimensions by constructing different matrices, such as Boston Matrix, SWOT Matrix, Strategy Canvas, etc.

Functional dismantling method: by splitting a competitor's product or service into different functional modules, analyze the value, cost, difficulty, etc. of its function, and find out its core competitiveness and innovation.

Explore the demand method: by deeply understanding the needs, pain points, preferences, etc. of competitors' target customers, identify their unmet or potential needs, and look for innovation opportunities.

PEST analysis: By analyzing the impact of the political, economic, social, technological and other macro-environment of competitors, predict their development trends and opportunities and challenges.

Porter's Five Forces Model: Assess its competitive strengths and weaknesses by analyzing the degree of competition in the industry in which competitors operate, the bargaining power of suppliers, the bargaining power of buyers, the threat of potential entrants, the threat of substitutes, etc.

Addition, subtraction, multiplication and division: by adding, subtracting, multiplying, dividing and other operations on competitors' products or services, new products or services are created to form differentiated competition.

Competitor Analysis of 2. Champ Consulting

Shangpu Consulting Company is a consulting organization specializing in market research, investment consulting, IPO consulting and other businesses. It has rich professional experience and customer resources. It is the most leading and authoritative independent third-party research and investment and financing consulting agency in China. One. This paper will analyze the competitors of Shangpu Consulting Company from the three fields of market research, investment consulting and IPO consulting, and find the gaps of its competitors from the aspects of corporate culture, brand performance and innovation ability.

Competitor analysis in the field of (I) market research

Market research is one of the core businesses of Shangpu Consulting, and it is also one of the earliest consulting agencies in China to provide special market research services. The main competitors of Champu Consulting in the field of market research are:

Nielsen: Nielsen is the world's leading market research and data analytics company, providing consumer insights, media measurement, retail analytics and other services, covering more than 100 countries and regions, with more than 44000 employees and 2019 revenue of $6.4 billion billion.

iResearch Consulting: iResearch Consulting is the largest Internet market research and consulting company in China. It provides market research, data analysis, and consulting services in the fields of Internet, mobile Internet, e-commerce, digital media, and online games. It has more than 2000 employees. The operating income in 2019 was RMB 1.45 billion.

Emmy Vida: Emmy Vida is a leading market research and consulting company in China, providing market research, data analysis, and consulting services in the fields of automotive, healthcare, education, finance, and consumer goods. It has more than 1000 employees and will have operating income in 2019. For 0.65 billion yuan people.

From the perspective of corporate culture, the corporate culture of Shangpu Consulting Company is "professional, objective and rigorous". It adheres to the consulting concept of "data base determines upper-level decision-making" and insists on providing customers with comprehensive, accurate, timely and continuous in-depth industry reports. Nielsen's corporate culture is "open, inclusive, innovative and collaborative", with the mission of "providing customers with real data and insights to help them make better decisions. The corporate culture of iResearch Consulting is "professionalism, integrity, innovation, and win-win", with the vision of "providing customers with the most professional Internet market research and consulting services. Emmy Vida's corporate culture is "customer first, teamwork, the pursuit of excellence, creating value", to "provide customers with the best quality market research and consulting services" for the purpose.

From these corporate cultures, we can find that the gaps in the competitors of Shangpu Consulting are:

Nielsen's corporate culture is too open and inclusive, which may lead to its lack of professionalism and objectivity in market research, and may also affect its in-depth understanding and adaptation to the Chinese market.

The corporate culture of iResearch Consulting is too focused on the Internet field, which may lead to its lack of market research ability and experience in other fields, and may also ignore the changes and innovations in the Internet field.

Emveida's corporate culture is too much pursuit of excellence and value creation, which may lead to being too subjective and creative in the process of market research, and may also ignore the real needs and feedback of customers.

Therefore, Champ Consulting can enhance its competitiveness and innovation from the following aspects:

Adhere to the professional, objective and rigorous corporate culture, and constantly improve the quality and level of market research, to win the trust and recognition of customers.

Expand the field and scope of market research, not only covering the Internet field, but also involving other fields, such as new energy, new materials, new retail, etc., to grasp market changes and opportunities.

Pay attention to the customer orientation and value orientation of market research, deeply understand the needs and pain points of customers, and provide targeted and valuable market research reports and suggestions.

From the aspect of brand performance, the brand performance of Shangpu Consulting Company is "authoritative, professional and leading". It has the certification and qualification of many industry associations, such as "member unit of China Market Research Association", "member unit of China Investment Association", "member unit of China Securities Association", etc, at the same time, it has also won many industry awards and honors, such as "the most influential brand in China's market research industry", "China's best investment consulting agency", "China's best IPO consulting agency" and so on. Nielsen's brand performance is "global, data, insight", with "the world's largest market research company", "the world's most authoritative data analysis company", "the world's most influential consumer insight company" and other industry status and reputation, at the same time, it has also won many industry awards and honors, such as "the world's best market research company", "the world's best data analysis company" and "the world's best consumer insight company. The brand performance of iResearch Consulting is "Internet, Professionalism, Innovation". It has the status and reputation of "China's largest Internet market research company", "China's most professional Internet market consulting company", "China's most innovative Internet market data company" and other industries, at the same time, it has also won many industry awards and honors such as "China's Best Internet Market Research Company", "China's Best Internet Market Consulting Company", and "China's Best Internet Market Data Company. Amelvida's brand performance is "professional, intimate and efficient", and has the status and reputation of "China's leading market research company", "China's most intimate market consulting company", "China's most efficient market data company" and other industries, at the same time, it has also won many industry awards and honors such as "China's Best Market Research Company", "China's Best Market Consulting Company", and "China's Best Market Data Company.

From these brand performance, we can find that the gaps in the competition of Champu Consulting are:

Nielsen's brand performance is too global and digital, which may lead to its lack of localization and humanization, and may also ignore the application and value of market research.

The brand performance of iResearch Consulting is too Internet-based and professional, which may lead to its lack of diversification and popularization, and may also ignore the innovation and reform of market research.

Emmy Weida's brand performance is too professional and intimate, which may lead to its lack of leadership and influence, and may also ignore the quality and standard of market research.

As a result, Champu Consulting can enhance its brand performance in the following ways:

Adhere to the authoritative, professional and leading brand image, continuously improve the certification and qualification of market research, and increase the influence and reputation of market research.

Balancing the brand positioning of localization and globalization, we should not only pay attention to the characteristics and needs of the Chinese market, but also pay attention to the trends and opportunities of the global market, so as to create an international market research brand.

Pay attention to data and humanized brand expression, not only use data analysis and insight, but also use stories and emotions to convey the value and significance of market research and create an affinity market research brand.

Embrace diversified and innovative brand development, covering not only the Internet field, but also other fields, not only follow professionalism, but also follow innovation, and create a unique market research brand.

From the perspective of innovation ability, Shangpu Consulting's innovation ability is "data-driven, method innovation, model breakthrough", using big data, cloud computing, artificial intelligence and other technologies to build "Shangpu think tank", "Shangpu cloud platform", "Shangpu intelligence" and other innovative products and services to provide customers with more efficient, intelligent and convenient market research solutions. Nielsen's innovation capabilities are "data integration, insight mining, and solutions". Using its own global data resources and analysis capabilities, it has constructed "Nielsen Overall View", "Nielsen Consumer Neural Network", "Nielsen Innovation Practice", etc. A number of innovative products and services provide customers with more comprehensive, in-depth and more practical market research solutions. The innovation ability of iResearch Consulting is "Internet specialty, data innovation and consulting reform". It uses its own professional knowledge and data resources in the Internet field to build a number of innovative products and services such as "iResearch Index", "iResearch think tank" and "iResearch Consulting" to provide customers with more professional, innovative and revolutionary market research solutions. Emmy Weida's innovation ability is "professional field, data quality, consulting value". Using its own in-depth research in professional field and strict control of data quality, it has constructed many innovative products and services such as "Emmy Weida Report", "Emmy Weida Data" and "Emmy Weida Consulting" to provide customers with more professional, higher quality and more valuable market research solutions.

From these innovative capabilities, we can find that the gaps in the competition of Shangpu Consulting are:

Nielsen's innovation ability relies too much on data integration and insight mining, which may lead to its lack of data innovation and solutions, and may also ignore the personalized and customized needs of customers.

The innovation ability of iResearch Consulting relies too much on Internet professional and data innovation, which may lead to its lack of professional field and consulting value, and may also ignore the diversity and complexity of the market.

Emvida's innovation ability is too dependent on professional fields and data quality, which may lead to its lack of data integration and consulting changes, and may also ignore market changes and opportunities.

Therefore, Shangpu consulting company can enhance its innovation ability from the following aspects:

Adhere to the innovative concept of data-driven, method innovation and model breakthrough, and constantly explore new data sources, new analysis methods and new service models to provide customers with more diversified, more flexible and cutting-edge market research solutions.

The innovative strategy of balancing data integration and data innovation not only uses existing data resources and analysis capabilities, but also uses new data technologies and innovative thinking to provide customers with more comprehensive, in-depth and more practical market research solutions.

Focusing on the innovation focus of professional fields and consulting value, we not only study our own professional fields, but also pay attention to the development and needs of other fields, so as to provide customers with more professional, higher quality and more valuable market research solutions.

Embrace personalized and customized innovation needs, not only to meet the general and standard market research needs of customers, but also to meet the special and individual market research needs of customers, and provide customers with more intimate, more suitable and more effective market research solutions.

Competitor analysis in the field of (II) investment consulting.

Investment consulting is one of the core businesses of Shangpu Consulting, and it is also one of the earliest consulting agencies in China to provide special investment consulting services. The main competitors of Champ Consulting in the field of investment consulting are:

McKinsey: McKinsey is the world's largest management consulting firm, providing consulting services in the areas of strategy, organization, operations, digital, and analytics, covering more than 60 countries and regions, with more than 30000 employees, and operating income of $10.8 billion billion in 2019.

Deloitte: Deloitte is one of the world's largest professional services firms, providing services in the areas of audit, tax, consulting, corporate risk, and financial consulting, covering more than 150 countries and regions around the world, with more than 300000 employees and operating income of $46.5 billion million in 2019.

Bain: Bain is one of the most influential strategy consulting firms in the world, providing consulting services in the fields of strategy, organization, operations, mergers and acquisitions, and private equity, covering 37 countries and regions around the world, with more than 10000 employees and operating income of US $4.5 billion in 2019.

From the perspective of corporate culture, the corporate culture of Shangpu Consulting Company is "professional, objective and rigorous". It adheres to the consulting concept of "data base determines upper-level decision-making" and insists on providing customers with comprehensive, accurate, timely and continuous in-depth industry reports. McKinsey's corporate culture is "excellence, leadership, influence", with a mission to "help customers achieve sustained success and create greater value for society. Deloitte's corporate culture is "diversity, collaboration, and innovation", with the vision of "providing customers with the highest level of professional services, providing employees with the best career development, and providing the greatest contribution to society. Bain's corporate culture is "results, passion, value", with the goal of "creating measurable, lasting and better than expected results for customers.

From these corporate cultures, we can find that the gaps in the competitors of Shangpu Consulting are:

McKinsey's corporate culture of excellence and leadership may lead to its lack of objectivity and flexibility in investment consulting, and may also affect its cooperation and trust with clients.

Deloitte's corporate culture is too diverse and collaborative, which may lead to its lack of professionalism and efficiency in investment consulting, and may also affect its focus and satisfaction with customers.

Bain's corporate culture is too results and passion, which may lead to its lack of investment consulting process and method, and may also affect its long-term and comprehensive service to clients.

Therefore, Champ Consulting can enhance its competitiveness and innovation from the following aspects:

Adhere to the professional, objective and rigorous corporate culture, and constantly improve the quality and level of investment consulting, to win the trust and recognition of customers.

Balancing excellence and flexible corporate positioning, not only pursuing the best results of investment consulting, but also pursuing the best solutions of investment consulting, adapting to the different needs and situations of customers, and creating a flexible investment consulting brand.

Balancing diversified and professional corporate positioning not only covers investment consulting services in multiple fields and industries, but also focuses on its own core areas and advantages to create a professional investment consulting brand.

Focus on collaboration and trust enterprise positioning, not only with customers to establish long-term and stable cooperative relations, but also with other consulting agencies and experts to establish a good network of cooperation, to create a trusted investment consulting brand.

Adhere to the innovative concept of results and value, and constantly pursue measurable, lasting and beyond-expected results of investment consulting, so as to create greater value and return for customers.

Innovative strategies that balance processes and methods focus not only on investment advisory processes and specifications, but also on investment advisory methods and tools to provide clients with more effective, scientific and innovative investment advisory solutions.

Focus on long-term and comprehensive innovation focus, not only focus on the short-term and local effects of investment consulting, but also focus on the long-term and overall impact of investment consulting, to provide customers with more sustainable, more complete and more comprehensive investment consulting solutions.

Embrace special and individual innovation needs, not only to meet customers' general and standard investment consulting needs, but also to meet customers' special and individual investment consulting needs, and to provide customers with more intimate, more suitable and more effective investment consulting solutions.

Competitor Analysis of (III) IPO Consulting

IPO consulting is one of the core businesses of Shangpu Consulting, and it is also one of the earliest consulting agencies in China to provide special IPO consulting services. The main competitors of Champ Consulting in the field of IPO consulting are:

PricewaterhouseCoopers: PwC is one of the world's largest professional services firms, providing services in the areas of audit, tax, consulting, corporate risk, and financial consulting, covering 158 countries and regions around the world, with more than 276000 employees and operating income of $42.2 billion billion in 2019.

Roland Berger: Roland Berger is one of the most influential strategic consulting firms in the world, providing consulting services in the fields of strategy, organization, operations, mergers and acquisitions, and private equity, covering 35 countries and regions around the world, with more than 6000 employees, and operating income of 1.4 billion million euros in 2019.

CICC: CICC is one of the largest investment banks in China, providing services in the fields of securities, investment, asset management and wealth management, covering mainland China, Hong Kong, Singapore, London and other places, with more than 5000 employees and operating income of RMB 8.2 billion in 2019.

From the perspective of corporate culture, the corporate culture of Shangpu Consulting Company is "professional, objective and rigorous". It adheres to the consulting concept of "data base determines upper-level decision-making" and insists on providing customers with comprehensive, accurate, timely and continuous in-depth industry reports. PwC's corporate culture is "diversity, collaboration, and innovation", with the vision of "providing customers with the highest level of professional services, providing employees with the best career development, and providing the greatest contribution to society. Roland Berger's corporate culture is "excellence, leadership, influence", with the mission of "helping customers achieve sustained success and creating greater value for society. CICC's corporate culture is "professionalism, integrity, innovation, and win-win", with the aim of "providing customers with the most professional investment banking services, providing employees with the most challenging career platform, providing shareholders with the best return on investment, and providing society with the most valuable contribution.

From these corporate cultures, we can find that the gaps in the competitors of Shangpu Consulting are:

PwC's corporate culture is too diverse and collaborative, which may lead to its lack of professionalism and efficiency in IPO consulting, and may also affect its focus and satisfaction with customers.

Roland Berger's corporate culture of excellence and leadership may lead to a lack of objectivity and flexibility in its IPO consulting, and may also affect its cooperation and trust with customers.

CICC's corporate culture is too professional and honest, which may lead to its lack of innovation and transformation in IPO consulting, and may also ignore market changes and opportunities.

Therefore, Champ Consulting can enhance its competitiveness and innovation from the following aspects:

Adhere to the professional, objective and rigorous corporate culture, and constantly improve the quality and level of IPO consulting, to win the trust and recognition of customers.

Balancing professional and innovative corporate positioning, not only follow the professional standards and norms of IPO consulting, but also follow the innovative thinking and methods of IPO consulting, and build a professional IPO consulting brand.

Balancing efficiency and collaborative corporate positioning not only improves the efficiency and speed of IPO consulting, but also improves the collaboration and communication of IPO consulting, creating a collaborative IPO consulting brand.

Balancing objective and flexible corporate positioning not only maintains the objectivity and impartiality of IPO consulting, but also maintains the flexibility and adaptability of IPO consulting, and creates a flexible IPO consulting brand.

Adhere to the innovative concept of results and value, and constantly pursue measurable, lasting and beyond-expected results of IPO consulting, so as to create greater value and return for customers.

The innovative strategy of balancing process and method not only pays attention to the process and specification of IPO consulting, but also pays attention to the methods and tools of IPO consulting, so as to provide customers with more effective, scientific and innovative IPO consulting solutions.

Focus on long-term and comprehensive innovation focus, not only focus on the short-term and local effects of IPO consulting, but also focus on the long-term and overall impact of IPO consulting, to provide customers with more sustainable, more complete and more comprehensive IPO consulting solutions.

Embrace special and individual innovation needs, not only to meet customers' general and standard IPO consulting needs, but also to meet customers' special and individual IPO consulting needs, and to provide customers with more intimate, more suitable and more effective IPO consulting solutions.

3. Conclusion

Competitor research is an important basis for strategic decision-making and an important source of enterprise innovation. This article from the competitor's corporate culture, brand performance, innovation ability and other aspects, discusses how to find the gap from the competitors, so as to achieve the competitive advantage of differentiation. Taking Shangpu Consulting Company as an example, this paper analyzes its competitors in the fields of market research, investment consulting and IPO consulting, as well as its advantages and disadvantages in corporate culture, brand performance and innovation ability, and puts forward the competitive strategies and innovative ideas that Shangpu Consulting Company can adopt. The main part of this paperConclusionAs follows:

The gaps in the market research competitors of Shangpu Consulting are: the professionalism and objectivity of Nielsen, the diversity and popularity of iResearch Consulting, and the leadership and influence of Amrida. Shangpu Consulting Company can improve its brand performance and innovation ability, and build an authoritative, professional and leading market research brand.

The blank spots of Champ Consulting's competitors in the field of investment consulting are: McKinsey's objectivity and flexibility, Deloitte's professionalism and efficiency, and Bain's processes and methods. Shangpu Consulting Company can improve its brand performance and innovation ability, and build a professional, objective and rigorous investment consulting brand.

The blank spots of Champ Consulting's competitors in the field of IPO consulting are: the professionalism and efficiency of PricewaterhouseCoopers, the objectivity and flexibility of Roland Berger, and the innovation and transformational nature of CICC. Shangpu Consulting Company can improve its brand performance and innovation ability, and build a professional, objective and rigorous IPO consulting brand.