Purpose of 1. Enterprise Research

Corporate research refers to a market research activity that involves collecting, analyzing, and evaluating relevant information about other companies—whether direct or indirect competitors—in order to identify a firm’s relative strengths and weaknesses in the market, as well as the strategic intentions, behavioral patterns, and development trends of benchmark firms. This process provides the foundation and reference points for formulating sound strategic decisions tailored to the firm’s specific circumstances.

The main purposes of enterprise research are as follows:

Understand the competitive environment and competitive situation, assess the strength and threat of benchmarking enterprises, and determine their own competitive position and competitive strategy;

Identify the advantages and disadvantages of benchmarking enterprises, learn the successful experience and lessons of benchmarking enterprises, and enhance their core competitiveness;

Discover the gaps and weak areas of benchmarking enterprises, look for market opportunities and innovations, and form differentiated and specialized competitive advantages;

Predict the future trend and possible measures of benchmarking enterprises, formulate countermeasures and plans, and seize the opportunity and initiative.

Methods and Steps of 2. Enterprise Research

The main methods of enterprise research are as follows:

Documentary method: access to basic information, strategic direction, performance data, brand image, etc. of benchmarking enterprises by consulting their official websites, annual reports, announcements, news, social media, etc;

Observation method: observe the product characteristics, price strategy, promotion activities, service quality, etc. of the benchmarking enterprise by personally or entrusting a third party to the business premises, sales channels, service points, etc. of the benchmarking enterprise;

Research method: through research or questionnaire survey with existing or potential customers, suppliers, partners, employees, former employees, etc. of benchmarking enterprises, to understand the customer satisfaction, supply capacity, cooperative relationship, staff quality, internal management, etc. of benchmarking enterprises;

Experimental method: by simulating the products or services of benchmarking enterprises, comparative tests or tests are carried out to evaluate the quality, performance, function and effect of the products or services of benchmarking enterprises.

The main steps of enterprise research are as follows:

Determine the research object and scope: according to the target market and target customers of their own enterprises, determine the main benchmark enterprises that have direct or indirect competition with their own enterprises, as well as the number and type of benchmark enterprises that need to be investigated;

Setting research contents and indicators: according to the research purpose and information demand of the enterprise, set the relevant contents and indicators of the benchmarking enterprise to be investigated, such as the basic situation, strategic direction, market share, product characteristics, price strategy, promotion activities, service quality, customer satisfaction, supply capacity, cooperative relationship, staff quality, internal management, financial status, development trend, etc;

Select research methods and channels: according to the characteristics of the research content and indicators, select the appropriate research methods and channels, such as literature, observation, research, experimental, etc., as well as the corresponding information sources and data acquisition methods;

Collect and organize research data: collect relevant data of benchmarking enterprises according to research methods and channels, organize and classify the data, and form structured and standardized data forms or databases;

Analysis and evaluation of research results: use statistical analysis, comparative analysis, causal analysis, trend analysis and other methods to analyze and evaluate the research data, revealing the strengths and weaknesses of benchmarking enterprises, strategic intentions and behavior patterns, development trends and possible initiatives, as well as their impact and threats to their own enterprises;

Formation and Report ResearchConclusion: Based on the results of the analysis and evaluation, a survey is formed.Conclusionand recommendations, write a research report, which should include the purpose, method, content, results,Conclusion, recommendations, etc., as well as related data tables, charts, attachments, etc.

A Case Study of 3. Enterprise Research

In order to specify the process and effect of enterprise research, this paper takes Shangpu Consulting Company as an example to carry out a case study of enterprise research.

Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. The main business of Shangpu Consulting Company includes market research, investment consulting, IPO listing consulting, etc. Its service customers cover many industry fields, such as semiconductor, artificial intelligence, automatic driving, new energy, financial technology, medical health, etc.

The benchmarking companies of Shangpu Consulting are mainly in the following categories:

Internationally renowned consulting companies, such as McKinsey, Boston, Bain, etc., these companies have a wide range of customer resources and brand influence in the world, provide a full range of strategic consulting, management consulting, technical consulting and other services, with strong professional ability and industry insight and industry experience;

Well-known domestic consulting companies, such as Washington, Huawei, CICC, etc., these companies have a high reputation and credibility in the domestic market, provide targeted investment consulting, IPO listing consulting, mergers and acquisitions consulting services, and have strong Policy familiarity and resource integration capabilities;

Domestic emerging consulting companies, such as Analysys, iResearch, Sadie, etc., these companies focus on market research and consulting services in emerging fields, such as the Internet, big data, artificial intelligence, etc., and have strong innovation capabilities and acumen.

According to its own business characteristics and market positioning, Shangpu Consulting has selected the representative enterprises in the above three types of benchmark enterprises as the research objects, namely McKinsey, Washington and Analysys. Champ Consulting has set the following research content and indicators:

Basic information: including the name, establishment time, registration place, scale, organizational structure, business scope, service field, etc. of the benchmarking enterprise;

Market share: including the share, ranking, growth rate and change trend of benchmarking enterprises in the target market and target customers;

Product features: including the type, quality, performance, function, effect and innovation degree of the products or services provided by the benchmarking enterprise;

Price strategy: including the pricing method, pricing level, pricing flexibility, discount policy, price competitiveness, etc. of the products or services of the benchmarking enterprise;

Promotional activities: including advertising, public relations activities, marketing channels, sales team, customer relations, etc. of benchmarking enterprises;

Service quality: including the service process, service standard, service attitude, service efficiency and service satisfaction of the benchmarking enterprise;

Customer satisfaction: including customer loyalty, customer reputation, customer complaints, customer churn rate, etc;

Supply capacity: including supply chain management, procurement costs, inventory levels, logistics efficiency, emergency response capacity, etc. of benchmarking enterprises;

Cooperation relationship: including the partners of benchmarking enterprises, cooperation methods, cooperation benefits, cooperation risks, etc;

Staff quality: including the number of employees, staff structure, staff ability, staff motivation, staff turnover rate, etc;

Internal management: including strategic planning, organizational culture, decision-making mechanism, risk control, quality assurance, etc;

Financial position: including the operating income, profit margin, asset-liability ratio, cash flow, return on investment, etc. of the benchmark enterprise;

Development trend: including the future goals, development direction, development difficulties and development opportunities of benchmarking enterprises.

According to the characteristics of the research content and indicators, Shangpu Consulting has selected the following research methods and channels:

Documentary method: access to the basic information, strategic direction, performance data, brand image, etc. of benchmarking enterprises by consulting their official websites, annual reports, announcements, news, social media, etc;

Observation method: observe the product characteristics, price strategy, promotion activities, service quality, etc. of the benchmarking enterprise by personally or entrusting a third party to the business premises, sales channels, service points, etc. of the benchmarking enterprise;

Research method: through research or questionnaire survey with existing or potential customers, suppliers, partners, employees, former employees, etc. of benchmarking enterprises, to understand the customer satisfaction, supply capacity, cooperative relationship, staff quality, internal management, etc. of benchmarking enterprises;

Experimental method: by simulating the products or services of benchmarking enterprises, comparative tests or tests are carried out to evaluate the quality, performance, function and effect of the products or services of benchmarking enterprises.

According to the research methods and channels, Shangpu Consulting Company collected the relevant data of benchmarking enterprises, sorted and classified the data, and formed a structured and standardized data form or database. The following is an example of some of the data:

Benchmarking Enterprise Establishment Time Registration Place Scale Business Scope Service Field Market Share Product Characteristics Price Strategy Promotion Activities Service Quality Customer Satisfaction Supply Capacity Cooperation Staff Quality Internal Management Financial Status Development Trend

In 1926, McKinsey ranked first in the world in more than 30000 American strategic consulting, management consulting, technical consulting and other industries, such as finance, energy, medical care, consumer goods, etc, china's second high quality, high performance, high new price, high flexibility, high discount advertising, public relations activities, marketing channels, sales team, customer relations and other high standards, high attitude, high efficiency, high satisfaction, high loyalty, high reputation, low complaints, low turnover rate, high supply chain management, low procurement cost, low inventory level, high logistics efficiency, high emergency response capacity, multiple partners, multiple cooperation methods, high cooperation income, low cooperation risk High quantity, high structure, high ability, high incentive, low liquidity and high strategic planning, high organizational culture, high decision-making mechanism, high risk control, high quality guarantee, high operating income, high profit margin, low asset-liability ratio, high cash flow and high return on investment The future goal is to maintain a leading position in the world, the development direction is to expand emerging fields and emerging markets, the development difficulty is to deal with the challenges of benchmarking enterprises and changes in customer needs, and the development opportunity is to use technological innovation and resource integration.

Washington 1992 China 10000 people investment consulting, IPO listing consulting, mergers and acquisitions consulting and other industries, such as manufacturing, real estate, education, tourism and other China's first, the world's fifth medium quality, medium performance, medium innovation, medium price, medium flexibility, medium discount

Advertising, public relations activities, marketing channels, sales team, customer relations, etc.

Medium Standard, Medium Attitude, Medium Efficiency, Medium Satisfaction

Medium loyalty, medium word of mouth, medium complaints, medium attrition

Medium supply chain management, medium procurement cost, medium inventory level, medium logistics efficiency, medium emergency response capacity

Multiple Partners, Multiple Ways of Cooperation, Medium Cooperation Benefits, Medium Cooperation Risks

Medium quantity, medium structure, medium capacity, medium incentive, medium flow rate

Medium strategic planning, medium organizational culture, medium decision-making mechanism, medium risk control, medium quality assurance

Medium operating income, medium profit margin, medium asset-liability ratio, medium cash flow, medium return on investment

The future goal is to maintain a leading position in China, the development direction is to improve service quality and efficiency, the development difficulty is to deal with market competition and regulatory changes, and the development opportunity is to use policy support and resource integration.

Analysys

2000

China

More than 500 people

Market research, data analysis, consulting services, etc.

Emerging fields, such as Internet, big data, artificial intelligence, etc

Third in China, 10th in the world

Low quality, low performance, high innovation

Low price, low elasticity, low discount

Advertising, public relations activities, marketing channels, sales team, customer relations, etc.

Low standards, low attitude, low efficiency, low satisfaction

Low loyalty, low word of mouth, high complaints, high attrition

Low supply chain management, high procurement costs, high inventory levels, low logistics efficiency, low emergency response capacity

Few partners, single cooperation mode, low cooperation income, high cooperation risk

Low quantity, low structure, low capacity, low excitation, high flow rate

Low strategic planning, low organizational culture, low decision-making mechanism, low risk control, low quality assurance

Low operating income, low profit margin, high gearing, low cash flow, low return on investment

The future goal is to increase market share and brand awareness, the development direction is to expand new products and services, the development difficulty is to improve the quality and performance of products and services, and the development opportunity is to use market demand and technological innovation.

Shangpu Consulting Company uses statistical analysis, comparative analysis, causal analysis, trend analysis and other methods to analyze and evaluate the research data, revealing the strengths and weaknesses of benchmarking enterprises, strategic intentions and behavior patterns, development trends and possible initiatives, as well as their impact and threats to their own enterprises. The following are some of the results of the analysis and evaluation:

McKinsey is the strongest benchmark enterprise of Shangpu Consulting Company. It has a high market share and brand influence in the global and Chinese markets. The quality, performance and innovation of its products and services are all industry-leading. Its price strategy is also a high-end positioning. Its customer satisfaction and loyalty are both high, and its supply capacity and cooperation relationship are also strong, its staff quality and internal management are also high, its financial situation is also good, and its development trend is relatively stable. McKinsey's threat to Shangpu Consulting mainly comes from its in-depth services and professional capabilities in multiple industry fields, as well as its expansion and innovation in emerging fields and emerging markets. Shangpu Consulting needs to improve its professional capabilities and innovation capabilities., And looking for its own differentiated and specialized competitive advantages to compete with McKinsey.

Washington is the main benchmark enterprise of Shangpu Consulting Company. It has a high market share and brand reputation in the domestic market. The quality, performance and innovation of its products and services are all at a medium level. Its price strategy is also at a medium level. Its customer satisfaction and loyalty are at a medium level. Its supply capacity and cooperative relationship are also at a medium level. Its staff quality and internal management are also at a medium level, its financial situation is also medium level, and its development trend is relatively stable. Washington's threat to Shangpu Consulting Company mainly comes from its leading position and policy support in the domestic market, as well as its improvement in service quality and efficiency and resource integration. Shangpu Consulting Company needs to increase its market share and brand awareness, and Find its own innovation points and opportunities in order to compete with Washington.

Analysys is a potential benchmark enterprise of Shangpu Consulting Company. It has a low market share and brand awareness in the domestic market. The quality, performance and innovation of its products and services are all at a low level. Its price strategy is also a low-end positioning. Its customer satisfaction and loyalty are all at a low level. Its supply capacity and cooperative relationship are also at a weak level. Its staff quality and internal management are also at a low level, its financial situation is also a poor level, and its development trend is also less stable. Analysys's threat to Shangpu Consulting mainly comes from its focus and innovation in emerging fields, as well as its grasp of market demand and technological innovation. Shangpu Consulting needs to improve the quality and performance of its products and services, and find its own stability and advantages in order to distinguish itself from Analysys.

Based on the results of the analysis and evaluation, Champu Consulting formed a survey.Conclusionand recommendations, wrote a research report, the report includes the purpose of the research, methods, content, results,Conclusion, recommendations, etc., as well as related data tables, charts, attachments, etc. The following is part of the researchConclusionand recommendations:

ResearchConclusion: Shangpu Consulting Company is facing fierce competition in both domestic and international markets. Its benchmarking enterprises have their own advantages and disadvantages. The strategic intentions and behavior patterns of its benchmarking enterprises have certain rules and characteristics. The development trend and possible measures of its benchmarking enterprises have certain influences and threats. Shangpu Consulting Company needs to formulate reasonable competition strategies and countermeasures according to the situation of benchmarking enterprises, to enhance their competitive advantage and market share.

Research suggestion: Champ Consulting Company can formulate competitive strategies and countermeasures from the following aspects:

For a strong benchmark such as McKinsey, Champ Consulting can adopt the following strategies:

Specialization strategy: Shangpu consulting company can focus on its own areas of expertise, such as semiconductors, artificial intelligence, automatic driving, etc., improve its professional level and service quality, form a professional competitive advantage, and avoid direct competition with McKinsey in many fields;

Differentiation strategy: Shangpu Consulting Company can provide differentiated products and services according to its own characteristics and customer needs, such as customized solutions, value-added services, innovative products, etc., to form a differentiated competitive advantage, Attract and retain customers;

Cooperative strategy: Shangpu Consulting can cooperate with McKinsey, such as jointly developing new products or services, sharing customer resources or information, sharing supply chains or channels, etc., to form a cooperative competitive advantage and achieve mutual benefit and win-win goals.

For a major benchmark company like Washington, Champ Consulting can take the following strategies:

Innovation strategy: Shangpu consulting company can use its own innovation ability and sensitivity to develop new products or services, or improve existing products or services, in order to meet the new needs and expectations of customers, the formation of innovative competitive advantage, seize market opportunities;

Branding strategy: Shangpu Consulting Company can use its own brand influence and credibility to strengthen brand publicity and promotion, improve brand awareness and reputation, form a brand competitive advantage, and enhance customer awareness and trust;

Opportunistic strategy: Shangpu Consulting can use its own market insight and analysis capabilities to discover market opportunities and innovations, such as new customer groups, new market demand, new market space, etc., to form an opportunistic competitive advantage and expand Market share.

For potential benchmarking companies such as Analysys, Champu Consulting can adopt the following strategies:

Stabilization strategy: Shangpu Consulting Company can use its own stability and reliability to maintain the quality and performance of existing products and services, maintain existing customer relationships and cooperative relationships, form a stable competitive advantage, and prevent the loss of customers and the encroachment of benchmark enterprises;

Optimization strategy: Shangpu Consulting can use its own optimization capabilities and efficiency to optimize the processes and standards of existing products and services, optimize the existing supply chain and channels, optimize existing employees and management, and form an optimized competitive advantage, reduce costs and improve efficiency;

Monitoring strategy: Shangpu Consulting can use its own monitoring capabilities and information to monitor the dynamics and initiatives of benchmarking enterprises, monitor market changes and trends, monitor customer feedback and evaluation, form a monitoring competitive advantage, adjust and respond in a timely manner.