Purpose of 1. Enterprise Research

The purpose of enterprise research is to help enterprises gain advantages in competition, increase market share and profitability, and achieve sustainable development. Specifically, corporate research can help companies:

Understand the size, structure, trends and changes of the market, as well as the development stage, life cycle and competitive landscape of the industry;

Identify and analyze the types, numbers, characteristics, strategies, objectives, resources, capabilities, behaviors, strengths and weaknesses of benchmarking enterprises, as well as their impacts and threats to the enterprise;

Discover the opportunities and gaps in the market, as well as the strategic loopholes and weaknesses of benchmarking enterprises, and provide direction and inspiration for enterprise innovation and differentiation;

According to the information and trends of benchmarking enterprises, evaluate their own competitiveness and competitive position, determine their own advantages and disadvantages, and the aspects that need to be improved and promoted;

According to the actual situation of the market and competition, formulate reasonable objectives and strategies, including market positioning, product strategy, price strategy, channel strategy, promotion strategy, etc., as well as corresponding implementation and monitoring measures.

Methods and Steps of 2. Enterprise Research

The methods and steps of enterprise research can be adjusted and optimized according to the specific situation and needs, but generally can follow the following process:

Determine the research object and scope: according to the industry and market in which the enterprise is located, as well as the definition and classification of benchmarking enterprises, determine the list and scope of benchmarking enterprises to be investigated, generally including direct benchmarking enterprises, indirect benchmarking enterprises, potential benchmarking enterprises and substitute benchmarking enterprises, as well as their key information and data;

Collect and organize information: collect and organize information and data of benchmarking enterprises through various channels and methods, including public and non-public, quantitative and qualitative, first-hand and second-hand, such as official websites, social media, news reports, industry reports, market research, customer feedback, supplier cooperation, employee recruitment, enterprise research, etc;

Analyze and evaluate information: analyze and evaluate the collected and collated information and data, use various analysis tools and models, such as SWOT analysis, Porter's five forces analysis, value chain analysis, core competitiveness analysis, etc., from different angles and dimensions, reveal the strategy, objectives, resources, capabilities, behaviors, strengths and weaknesses of the benchmarking enterprise, as well as its impact and threat on the enterprise;

Form and present report: according to the results of analysis and evaluation, form and present the report of enterprise research. The report should include the following contents: research purpose, research object, research method, research result, research conclusion, research suggestion, etc. The report should use clear language and charts, highlight key points and conclusions, and avoid irrelevant and repeated information.

A Case Study of 3. Enterprise Research

Take Shangpu Consulting Company as an example. The company is a well-known independent third-party research and investment and financing consulting organization in China, dedicated to providing professional solutions for corporate strategic decision-making. The company's main business areas include market research, investment consulting and IPO consulting, and the following is a brief analysis of the benchmarking companies in each of these three areas.

1. Benchmarking enterprises in the field of market research

Market research is the process of collecting, analyzing and interpreting market-related information to provide a basis and advice for a company's market decisions. The services of market research include industry research, market segmentation and user behavior research, channel model research, benchmarking enterprise survey, market entry research, consumer research, investment decision evaluation, etc.

Benchmarking enterprises in the field of market research can be divided into international and domestic. International benchmarking enterprises are mainly some world-renowned market research institutions, such as Nielsen, Ipsos, Roland Berger, McKinsey, Boston Consulting, etc. These institutions have profound accumulation and extensive influence in the field of market research. Their advantages lie in brand awareness, customer resources, data quality, analysis methods, global network and so on, but their disadvantages are higher prices, longer service cycles, and lower levels of localization. Domestic benchmarking enterprises are mainly some local market research institutions, such as Analysys think tank, iResearch Consulting, CCID Consulting, Zhongyikang, Horizon Research, etc. These institutions also have a certain scale and reputation in the field of market research. Their advantages lie in low price, short service cycle, high degree of localization and so on, but their weaknesses lie in brand awareness, customer resources, data quality, analytical methods, and global networks.

The advantages of Shangpu Consulting Company in the field of market research lie in its professional team, rich experience, flexible service, innovative thinking, efficient execution and so on. It can provide customers with customized market research solutions to meet the different needs and expectations of customers. The shortcomings of Shangpu Consulting Company in the field of market research lie in its relatively small scale, low brand awareness, fewer customer resources, limited data sources, and narrow global coverage. It needs to enhance its own visibility and expand customers. Efforts are made in the following aspects: base, expanding data channels, and increasing international cooperation.

A specific case of Shangpu Consulting in the field of market research is that it provides research services on the Chinese market for a European automobile manufacturer, helping it understand the scale, structure, trends and changes of the Chinese market, as well as the needs, preferences and behaviors of Chinese consumers, and formulating entry strategies and marketing strategies for the Chinese market, including the choice of target market, product positioning and design, price setting and adjustment, channel establishment and management, promotion methods and means, etc., which laid the foundation for its success in the Chinese market.

2. Benchmarking enterprises in the field of investment consulting.

Investment consulting is the process of collecting, analyzing and interpreting investment-related information to provide a basis and advice for a company's investment decisions. The services of investment consulting include the discovery and evaluation of investment opportunities, feasibility studies of investment projects, the formulation and optimization of investment plans, the identification and control of investment risks, and the prediction and evaluation of investment benefits.

Benchmarking enterprises in the field of investment consulting can be divided into professional and comprehensive. Professional benchmarking enterprises are mainly institutions focusing on investment consulting, such as Deloitte, Ernst & Young, KPMG, PricewaterhouseCoopers, etc. These institutions have professional teams, rich experience, extensive resources, advanced technology and so on in the field of investment consulting. Their advantages lie in service quality, service scope, service efficiency, service reputation and so on, however, their disadvantages lie in higher service prices, lower service flexibility, and weaker service innovation. Comprehensive benchmarking enterprises are mainly institutions that provide a variety of consulting services, such as McKinsey, Boston Consulting, Bain Consulting, Roland Berger, etc. These institutions also have a certain strength and reputation in the field of investment consulting. Their advantages lie in service diversity, service integration, service innovation, etc., but their disadvantages lie in service professionalism, service depth, service detail and so on.

The advantages of Shangpu Consulting in the field of investment consulting lie in its independent third-party role, objective analysis perspective, comprehensive data support, accurate decision-making advice, etc. It can provide customers with objective, comprehensive and accurate investment consulting services to help customers maximize the return on investment. The shortcomings of Shangpu Consulting in the field of investment consulting are that its service scale is relatively small, its service brand is weak, its service resources are few, and its service technology is relatively backward. It needs to improve its own scale, brand, resources, technology, etc. Improve.

A specific case of Shangpu Consulting Company in the field of investment consulting is that it provided an American venture capital fund with investment consulting services in the Chinese market, helped it discover and evaluate some potential investment opportunities in the Chinese market, including new energy, Artificial intelligence, biomedicine, e-commerce and other fields, and formulated investment plans and risk control measures for it, it provides a guarantee for the success of its investment in the Chinese market.

3. Benchmarking companies in the field of IPO consulting

IPO consulting refers to the process of collecting, analyzing and interpreting IPO-related information to provide a basis and advice for an enterprise's IPO decision. The services of IPO consulting include IPO feasibility study, IPO plan formulation, IPO project management, IPO financial consultant, IPO legal consultant, IPO audit consultant, IPO public relations consultant, etc.

Benchmarking enterprises in the field of IPO consulting can be divided into financial and non-financial. Financial benchmarking enterprises are mainly institutions that provide IPO financial advisory services, such as CICC, CITIC Securities, China Merchants Securities, Huatai Securities, etc. These institutions have strong financial strength, rich financial experience, extensive financial resources, and efficient financial processes in the field of IPO consulting, their advantages lie in financial professionalism, financial efficiency, financial credibility, etc., but their disadvantages lie in higher financial costs, lower financial flexibility, and weaker financial innovation. Non-financial benchmarking enterprises are mainly institutions that provide IPO non-financial advisory services, such as Deloitte, Ernst & Young, KPMG, PricewaterhouseCoopers, etc. These institutions also have a certain influence and reputation in the field of IPO consulting. Their advantages lie in non-financial diversity, non-financial integration, non-financial innovation and so on, but their disadvantages lie in non-financial professionalism, non-financial depth, non-financial detail and so on.

The advantages of Shangpu Consulting in the field of IPO consulting lie in its independent third-party role, objective analysis perspective, comprehensive data support, accurate decision-making suggestions and so on. It can provide customers with objective, comprehensive and accurate IPO consulting services to help customers realize the maximum value of IPO. The shortcomings of Shangpu Consulting in the field of IPO consulting are that its service scale is relatively small, its service brand is weak, its service resources are few, and its service technology is relatively backward. It needs to improve its own scale, brand, resources, technology, etc. To improve.

A specific case of Shangpu Consulting in the field of IPO consulting is that it provided IPO consulting services to a Chinese Internet company, helped it complete its listing on Nasdaq in the United States, and raised nearly $1 billion for it. Provide support for its expansion in the international market. Shangpu Consulting Company provided the company with IPO feasibility study, IPO plan formulation, IPO project management, IPO financial consultant, IPO legal consultant, IPO audit consultant, IPO public relations consultant and other services, which successfully passed various approvals and audits and created a good market image and reputation for it.

4. enterprises to study how to combine their own situation, to develop reasonable goals

The results of enterprise research can not only help enterprises understand the situation of benchmarking enterprises, but also help enterprises understand their own situation, so as to formulate reasonable goals and strategies. Specifically, corporate research can help companies:

Determine their own market positioning: by comparing the strengths and weaknesses of their own and benchmarking enterprises, determine their own position and role in the market, such as leaders, challengers, followers, experts, etc., as well as their own target markets and target customers, so as to formulate corresponding market strategies, such as attack strategies, defense strategies, follow strategies, focus strategies, etc;

Determine their own product strategy: by comparing their own and benchmarking enterprise product features, functions, quality, performance, design, innovation, determine their own product advantages and differentiation, as well as their own product portfolio and life cycle, so as to develop the corresponding product strategy, such as product development strategy, product improvement strategy, product extension strategy, product elimination strategy;

Determine one's own price strategy: by comparing one's own price level, price elasticity, price structure, price change, etc. with those of benchmarking enterprises, determine one's own price advantage and pricing method, as well as one's own cost structure and profit margin, so as to formulate corresponding price strategies, such as high price strategy, low price strategy, competition strategy, penetration strategy, stratification strategy, etc;

Determine your own channel strategy: by comparing your own channel type, channel quantity, channel quality, channel efficiency, channel control, etc. with those of benchmarking enterprises, determine your own channel advantages and channel choices, as well as your own channel costs and channel profits, so as to formulate corresponding channel strategies, such as direct sales strategy, inter-sales strategy, multi-channel strategy, vertical strategy, horizontal strategy, etc;

Determine their own promotion strategy: by comparing their own and benchmarking enterprise's promotion methods, promotion methods, promotion efforts, promotion effects, promotion feedback, etc., determine their own promotion advantages and promotion combinations, as well as their own promotion costs and promotion benefits, so as to formulate corresponding promotion strategies, such as advertising strategies, public relations strategies, sales strategies, promotion strategies, word-of-mouth strategies, etc.

In summary, corporate research is an important basis for corporate strategy and decision-making, which can help companies understand the market environment, competitive dynamics, competitive strengths and weaknesses, as well as potential opportunities and threats. Enterprises should formulate reasonable goals and strategies according to the results of enterprise research and their own situation, so as to gain advantages in competition, improve market share and profitability, and realize sustainable development.