Purpose of 1. Enterprise Research

The purpose of enterprise research is to understand the market environment and competitive situation, evaluate their own competitiveness and market position, find out the advantages and disadvantages and action intention of benchmarking enterprises, find out the competitive space and opportunities, and formulate effective marketing strategies and differentiation advantages. Specifically, enterprise research can help companies achieve the following goals:

Identify and define benchmarking enterprises: benchmarking enterprises include not only direct benchmarking enterprises, but also potential benchmarking enterprises, substitute benchmarking enterprises, cross-industry benchmarking enterprises, etc. Companies need to determine the most important and influential benchmarking companies based on their products, markets, customers and other factors in order to conduct targeted research and analysis.

Understand and compare the situation of benchmarking enterprises: the situation of benchmarking enterprises includes their product characteristics, service quality, price strategy, market share, customer satisfaction, brand image, marketing channels, innovation ability and other aspects. Enterprises need to collect and analyze this information in order to understand and compare the advantages and disadvantages of benchmarking enterprises, find their own gaps and potential, and enhance their competitiveness and market position.

Predict and respond to the actions of benchmarking enterprises: the actions of benchmarking enterprises include their development history, competitive strategy, core competitiveness, market trends, new product launches, promotional activities, partners and other aspects. Enterprises need to pay attention to and anticipate these actions in order to anticipate and respond to the impact and threats of benchmarking enterprises, grasp and take advantage of the opportunities and weaknesses of benchmarking enterprises, and formulate effective coping strategies and action plans.

Content of 2. Enterprise Research

The content of enterprise research is based on the purpose of enterprise research and the actual needs of the enterprise, which generally includes the following aspects:

Basic information of the benchmarking enterprise: including the name, address, contact information, scale, establishment time, organizational structure, management team, shareholder structure, financial status, main business, main customers, main partners and other basic information of the benchmarking enterprise. This information can help companies understand the background and profile of benchmarking companies and provide a basis for further research and analysis.

Product information of benchmarking enterprises: including product types, product characteristics, product quality, product innovation, product life cycle, product mix, product positioning, product differentiation and other product information of benchmarking enterprises. This information can help companies understand and compare the advantages and disadvantages of benchmarking companies' products, discover their product gaps and potential, and improve their product competitiveness and market share.

The price situation of the benchmark enterprise: including the price level, price range, price strategy, price elasticity, price change, price promotion and other price situation of the benchmark enterprise. This information can help companies understand and compare the price advantages and disadvantages of benchmarking companies, discover their price gaps and potential, and improve their price competitiveness and profit margins.

Channel information of benchmarking enterprises: including channel types, channel modes, channel layout, channel efficiency, channel control, channel cooperation, channel innovation and other channel information of benchmarking enterprises. This information can help companies understand and compare the advantages and disadvantages of benchmarking companies' channels, discover their own channel gaps and potentials, and improve their channel competitiveness and market coverage.

Marketing situation of benchmarking enterprises: including marketing objectives, marketing strategies, marketing mix, marketing activities, marketing effectiveness, marketing innovation and other marketing situation of benchmarking enterprises. This information can help companies understand and compare the marketing strengths and weaknesses of benchmarking companies, discover their own marketing gaps and potential, and enhance their marketing competitiveness and market influence.

The customer situation of the benchmarking enterprise: including the target customer, customer demand, customer satisfaction, customer loyalty, customer conversion rate, customer maintenance, customer value and other customer situation of the benchmarking enterprise. This information can help companies understand and compare the advantages and disadvantages of benchmarking companies, discover their customer gaps and potential, and enhance their customer competitiveness and market share.

Brand information of benchmarking enterprises: including brand name, brand logo, brand positioning, brand image, brand proposition, brand value, brand personality, brand communication, brand loyalty, brand innovation and other brand information of benchmarking enterprises. This information can help companies understand and compare the brand strengths and weaknesses of benchmarking companies, discover their brand gaps and potential, and enhance their brand competitiveness and market awareness.

Methods and Tools for 3. Enterprise Research

The methods and tools of enterprise research are selected according to the content of enterprise research and the actual situation of the enterprise, which generally include the following:

Desktop research: Desktop research refers to the collection and analysis of public information of benchmarking enterprises, such as official websites, social media, news reports, industry reports, financial statements, patent applications, job advertisements, etc., to understand the basic information, product situation, price situation, channel situation, marketing situation, brand situation, etc. The advantages of desktop research are low cost, fast speed, and wide range, but the disadvantage is that the information may be incomplete, inaccurate, not timely, and not in-depth.

On-site research: on-site research refers to directly or indirectly observing and experiencing the products, services, channels, marketing, etc. of benchmarking enterprises to understand the product situation, price situation, channel situation, marketing situation, customer situation, etc. The advantage of on-site investigation is that the information is more real, more intuitive, and more in-depth. The disadvantage is that the cost is high, the time is long, and the scope is narrow, which may attract the attention and response of benchmarking companies.

Questionnaire survey: Questionnaire survey refers to the design and distribution of a series of questions to the benchmarking enterprise's customers, suppliers, partners, employees and other relevant personnel to investigate, to understand the benchmarking enterprise's customer situation, brand situation, market trends, action intention and so on. The advantage of questionnaire survey is that the information is more objective, more systematic and more quantitative. The disadvantage is that it is difficult to design, recycle and analyze, and may be interfered and hindered by benchmarking enterprises.

Research and research: research and research refers to face-to-face or telephone communication with customers, suppliers, partners, employees and other relevant personnel of benchmarking enterprises to understand the customer situation, brand situation, market trend, action intention, etc. The advantages of research are that the information is more subjective, more flexible and more qualitative, while the disadvantages are high cost, long time and narrow scope, which may be resisted and counterattacked by benchmarking enterprises.

The methods and tools of enterprise research can be organically combined and matched according to different purposes and contents to achieve the effect. For example, you can first collect basic information about benchmarking enterprises through desktop research, then observe the products and services of benchmarking enterprises through on-site research, then understand the customer needs and satisfaction of benchmarking enterprises through questionnaire research, and finally predict the market trends and action intentions of benchmarking enterprises through research and research.

Practical Cases of 4. Enterprise Research

In order to better illustrate the practical value and application of enterprise research, this paper provides three specific case studies, which are:

Case 1: Shangpu Consulting provided enterprise research services to an automobile manufacturer to help it understand and compare the product characteristics, price strategy, market share, customer satisfaction, etc. of the benchmark enterprise, so as to provide reference for the development and positioning of its new products. Using desktop research and on-site research methods, Shangpu Consulting collected and analyzed public information and on-site observations of benchmarking companies and reached the following conclusions:

The product characteristics of benchmarking enterprises mainly include the following aspects: safety, comfort, energy saving, intelligence and personalization. Among them, safety and comfort are the basic requirements, energy saving and intelligence are the advantages of value-added, and personalization is the characteristic of differentiation.

There are several pricing strategies for benchmarking companies: high-end pricing, mid-range pricing, low-end pricing, penetration pricing, and bundled pricing. Among them, high-end pricing and mid-range pricing are for high-income and middle-income customers, low-end pricing and penetration pricing are for low-income and new-to-market customers, and bundled pricing is for diversified and loyal customers.

The market share of benchmarking enterprises is mainly affected by the following factors: brand awareness, product quality, price competitiveness, channel coverage, marketing activities, customer reputation. Among them, brand awareness and product quality are stable factors, price competitiveness and channel coverage are changing factors, and marketing activities and customer reputation are promoting factors.

The customer satisfaction of benchmarking enterprises is mainly affected by the following factors: product performance, service attitude, after-sales guarantee, user experience and user participation. Among them, product performance and service attitude are the basic factors, after-sales guarantee and user experience are the factors to enhance, and user participation is the factor to enhance.

Based on the above conclusions, Champ Consulting makes the following recommendations for automakers:

In terms of product characteristics, we should pay attention to the improvement of energy saving and intelligence, as well as personalized differentiation, so as to meet the diversified and personalized needs of customers, while ensuring the basic level of safety and comfort.

In terms of pricing strategy, different pricing strategies should be adopted according to different target markets and target customers in order to achieve maximum profits and market share, while considering the impact of price changes and promotional activities of benchmarking enterprises, and flexibly adjust their pricing strategies.

In terms of market share, we should improve our brand awareness and product quality to enhance our market position and competitiveness, and at the same time expand our price competitiveness and channel coverage to seize more market share, while strengthening our marketing Activities and customer reputation to enhance their market influence and loyalty.

In terms of customer satisfaction, we should optimize our product performance and service attitude to meet the basic expectations and needs of customers, and at the same time improve our after-sales protection and user experience to enhance customer satisfaction and loyalty, and at the same time increase our user participation and user value to enhance customer stickiness and recommend.

Case 2: Shangpu Consulting Company provides enterprise research services for an e-commerce platform. The purpose is to help it understand and compare the channel mode, marketing strategy, brand image and innovation ability of benchmarking enterprises, so as to provide reference for the optimization and upgrading of its platform. Using desktop research and questionnaire research methods, Shangpu Consulting collected and analyzed public information and questionnaires from benchmarking companies and reached the following conclusions:

The channel modes of benchmarking enterprises mainly include the following: self-operated mode, platform mode, hybrid mode, social mode and content mode. Among them, the self-operated model and the platform model are the traditional model, the hybrid model and the social model are the innovative model, and the content model is the emerging model.

Benchmarking companies have the following marketing strategies: price marketing, promotional marketing, membership marketing, social marketing, and content marketing. Among them, price marketing and promotional marketing are commonly used strategies, membership marketing and social marketing are efficiency strategies, and content marketing is a value-added strategy.

The brand image of benchmarking enterprises mainly includes the following aspects: brand name, brand logo, brand slogan, brand story, brand color, brand style, brand atmosphere, etc. These aspects can help benchmarking companies shape their brand personality and brand sentiment to attract and retain customers.

The innovation ability of benchmarking enterprises mainly includes the following aspects: technological innovation, product innovation, service innovation, mode innovation, cultural innovation and so on. These aspects can help benchmarking enterprises to enhance their core competitiveness and market leadership to cope with market changes and challenges.

Based on the aboveConclusion, Champu Consulting has made the following suggestions for e-commerce platforms:

In terms of channel mode, we should choose the appropriate channel mode according to our own product characteristics and customer needs, so as to achieve the maximum channel efficiency and channel effect. At the same time, we should consider the advantages and disadvantages of the channel mode of benchmarking enterprises, and flexibly adjust our own channel mode.

In terms of marketing strategy, we should choose the appropriate marketing strategy according to our own market objectives and market environment, in order to achieve the maximum marketing input and marketing output, while considering the impact and response of the marketing strategy of the benchmarking enterprise, and flexibly adjust our marketing strategy.

In terms of brand image, we should choose appropriate brand elements according to our own brand positioning and brand proposition to achieve the greatest brand awareness and brand loyalty. At the same time, we should consider the differences and advantages of the brand image of benchmarking enterprises and flexibly adjust our brand image.

In terms of innovation ability, we should choose the appropriate innovation direction according to our own technical level and market demand, so as to achieve the maximum innovation value and innovation effect. At the same time, we should consider the threats and opportunities of the innovation ability of benchmarking enterprises, and flexibly adjust our innovation ability.

Case 3: Shangpu Consulting provided corporate research services to a restaurant chain with the aim of helping it understand and benchmark the development trajectories, competitive strategies, and core competencies of leading industry players, thereby offering guidance for the brand’s expansion and upgrade. Champu Consulting has used desktop research and research research methods to collect and analyze public information and research exchanges from benchmarking companies, resulting in the followingConclusion：

The development process of benchmarking enterprises mainly includes the following stages: entrepreneurship stage, growth stage, stability stage, transformation stage and crisis stage. Among them, the entrepreneurial stage and the growth stage are the stages of rapid development, the stable stage and the transition stage are the stages of steady development, and the crisis stage is the stage of recession development.

The competitive strategies of benchmarking enterprises are as follows: cost leadership strategy, differentiation strategy, centralization strategy, diversification strategy and alliance strategy. Among them, cost leadership strategy and differentiation strategy is the basic strategy, centralization strategy and diversification strategy is the advanced strategy, alliance strategy is the strategy of collaboration.

The core competitiveness of benchmarking enterprises mainly includes the following aspects: product quality, service level, brand image, management ability, innovation ability and so on. These aspects can help benchmarking companies to enhance their market position and customer loyalty to withstand market competition and changes.

Based on the aboveConclusion, Champ Consulting has made the following recommendations for restaurant chains:

In terms of the development process, we should choose the appropriate development strategy according to our own development stage and development goals to achieve the maximum development speed and development effect. At the same time, we should consider the experience and lessons of the development process of benchmarking enterprises, and flexibly adjust our development strategy.

In terms of competitive strategy, we should choose the appropriate competitive strategy according to our competitive advantage and competitive environment in order to achieve the maximum competitive advantage and competitive effect, and at the same time consider the impact and reaction of the competitive strategy of the benchmarking enterprise, and adjust our competitive strategy flexibly.

In terms of core competitiveness, we should choose the appropriate core competitiveness according to our own product characteristics and service characteristics to achieve the greatest core value and core effect, and at the same time consider the threats and opportunities of the core competitiveness of benchmarking enterprises. flexibly adjust their core competitiveness.