Enterprise research refers to the process of collecting, sorting, analyzing and evaluating the relevant information of benchmarking enterprises to understand the basic situation, development history, competitive strategy, core competitiveness, product strategy, channel strategy, price strategy, promotion strategy, etc. of benchmarking enterprises, so as to provide reference and basis for the strategic decision-making of enterprises. The purpose of enterprise research is the following:

Understand the market environment and industry trends, grasp market opportunities and risks, and formulate reasonable market goals and expectations;

Understand the advantages and disadvantages of benchmarking enterprises, find out their own differences and advantages, and formulate effective competitive strategies and positioning;

Understand the products and services of benchmarking enterprises, find their own product defects and room for improvement, and formulate innovative product strategies and development plans;

Understand the customers and markets of benchmarking enterprises, identify potential customer needs and pain points, and formulate targeted marketing strategies and programs;

Understand the investment and acquisition of benchmarking enterprises, grasp the dynamics and opportunities of mergers and acquisitions in the industry, and formulate reasonable investment and acquisition strategies and plans.

The methods and steps of enterprise research mainly include the following aspects:

确定标杆企业范围和类型，根据市场份额、产品相似度、地域覆盖等因素，选择代表性和威胁性的标杆企业作为调研对象，可以分为直接标杆企业、间接标杆企业、潜在标杆企业和替代标杆企业；

Collect benchmarking enterprise information, and use various tools and resources to obtain first-hand and second-hand information of benchmarking enterprises from multiple channels and angles, including enterprise overview, development process, competitive strategy, core competitiveness, enterprise culture, brand performance, product strategy, channel strategy, price strategy, promotion strategy, etc;

Analyze the information of benchmarking enterprises, use various analysis methods and techniques to organize, summarize, compare, evaluate and summarize the information of benchmarking enterprises, reveal the characteristics, advantages and disadvantages, trends, problems and opportunities of benchmarking enterprises, and form the analysis report of benchmarking enterprises;

Evaluate the impact of benchmarking enterprises, according to the analysis report of benchmarking enterprises, combined with their own situation and objectives, evaluate the impact and threat of benchmarking enterprises on themselves, determine the priorities and coping strategies of benchmarking enterprises, and formulate corresponding action plans.

There are many tools and resources for enterprise research, the following are some commonly used:

Web search, the use of search engines, such as Baidu, Google, Bing, etc., enter the name of the benchmark enterprise,Keywords, website, etc., to obtain the official website, news, announcements, reports, comments, forums, blogs, videos and other information of benchmarking enterprises, so as to understand the basic situation, development trends, brand image, product characteristics, customer feedback, etc. of benchmarking enterprises;

Social media, using social media platforms, such as WeChat, Weibo, Douyin, Kuaishou, Facebook, Twitter, LinkedIn, etc., pay attention to the official accounts, employee accounts, customer accounts, etc. of benchmarking enterprises, obtain the latest news, activities, promotion, interaction, word of mouth and other information of benchmarking enterprises, and understand the marketing strategies, market performance, user satisfaction, etc. of benchmarking enterprises;

Data analysis, using data analysis tools, such as Ahrefs, SimilarWeb, Alexa, Sensor Tower, App Annie, etc., enter the website, application, etc. of benchmarking enterprises to obtain the traffic, ranking,Keywords, channels, downloads, ratings and other data, you can understand the benchmarking enterprise's website performance, application performance, search optimization, user behavior, etc;

Questionnaire survey, using questionnaire survey tools, such as questionnaire star, Tencent questionnaire, SurveyMonkey, Google Forms, etc., to design relevant questions for benchmarking enterprises, and send questionnaires to target users or industry experts through email, SMS, two-dimensional code, links, etc. to obtain their cognition, evaluation, suggestions and other information on benchmarking enterprises, so as to understand the market share, customer loyalty, product advantages and disadvantages of benchmarking enterprises, etc;

Mysterious customers, using mysterious customer tools, such as mysterious customer network, mysterious customer China, Mystery Shopper, etc., or playing the role of mysterious customers themselves, experience the products and services of benchmarking enterprises as ordinary consumers, record the price, quality, function, after-sales service, service attitude and other information of benchmarking enterprises, and understand the product experience, service level, customer satisfaction and so on of benchmarking enterprises;

专利信息。专利信息是反映标杆企业的技术水平和创新能力的重要信息源，可以通过专利数据库、专利检索工具、专利分析软件等，获取标杆企业的专利信息，包括专利名称、申请人、发明人、申请日、公开日、专利AbstractPatent requirements, patent classification, patent citation, etc. For example, through the China Intellectual Property Network, the United States Patent and Trademark Office, the European Patent Office, the World Intellectual Property Organization and other patent databases, enter the name of the benchmark enterprise or.Keywordsto retrieve the list of patents of benchmarking enterprises and view the number, type, distribution, trend, etc. of patents of benchmarking enterprises. You can also use patent search tools, such as China Patent Search System, Derwent Innovation, PatSnap, etc., to conduct more detailed patent search and analysis to understand the patent content, technical characteristics, technical routes, and technological evolution of benchmarking companies. Patent analysis software, such as Aureka, Patent Insight Pro, InnoGraph, etc., can also be used to visually display and compare the patent information of benchmarking enterprises, revealing the technical advantages, technical gaps and technical directions of benchmarking enterprises.

Financial reporting. Financial report is an important source of information reflecting the operating and financial situation of the benchmark enterprise, and the financial information of the benchmark enterprise can be obtained through financial database, financial analysis software, financial indicators, etc., including balance sheet, profit statement, cash flow statement, financial ratio, financial forecast, etc. For example, you can query the financial reports of benchmarking companies through financial databases such as Wind, Choice, and listed company disclosure platforms to view the revenue, profits, costs, assets, liabilities, and cash flow of benchmarking companies. You can also analyze and evaluate the financial data of benchmarking enterprises through financial analysis software, such as financial analysts, financial analysis systems, financial analysis toolboxes, etc., to understand the financial situation, financial risks, financial efficiency, etc. It is also possible to quantify and compare the financial performance of benchmarking enterprises through financial indicators, such as operating income growth rate, net profit margin, asset liability ratio, gross sales margin, asset turnover rate, net operating cash flow, etc., to reveal the financial advantages and disadvantages, financial strategies, financial objectives, etc.

Questionnaire. Questionnaire is an active research method. Through designing and distributing questionnaires, we can collect their views, evaluations and suggestions on benchmarking enterprises from customers, suppliers, partners, employees and other relevant personnel of benchmarking enterprises, so as to understand the customer satisfaction, supply chain management, cooperative relationship, employee welfare, etc. For example, you can use questionnaire design software, such as questionnaire star, Tencent questionnaire, SurveyMonkey, etc., to make a questionnaire, including the title of the questionnaire, the purpose of the questionnaire, the content of the questionnaire, the format of the questionnaire, the notes of the questionnaire, etc. You can also send questionnaires to the target population through questionnaire distribution channels, such as email, SMS, WeChat, website, telephone, face-to-face, etc., to improve the recovery rate and efficiency. The data of the questionnaire can also be processed and interpreted through questionnaire analysis methods, such as descriptive analysis, correlation analysis, factor analysis, cluster analysis, regression analysis, etc.Conclusionand recommendations.

调研访问。调研访问是另一种主动调研的方法，可以通过与标杆企业的客户、供应商、合作伙伴、员工等相关人员进行面对面或远程的交流，向他们提出有针对性的问题，收集他们对标杆企业的信息、观点、感受等，从而了解标杆企业的产品质量、服务水平、合作意愿、员工士气等。例如，可以通过调研访问设计软件，如调研访问系统、调研访问工具、调研访问模板等，制定调研访问方案，包括调研访问目标、调研访问对象、调研访问问题、调研访问方式、调研访问时间等。也可以通过调研访问执行技巧，如建立信任、倾听理解、引导探索、记录总结、反馈确认等，进行调研访问，提高调研访问的效果和质量。还可以通过调研访问分析方法，如内容分析、话语分析、叙事分析、情景分析等，对调研访问的内容进行归纳和评价，得出调研访问的意义和启示。

The mystery customer. Mysterious customers are a special method of active research. They can experience the products or services of benchmarking enterprises as ordinary customers by hiring or acting as potential or existing customers of benchmarking enterprises, and collect information such as customer experience, service quality, sales skills and after-sales support of benchmarking enterprises, so as to understand the customer relationship management, marketing and service innovation of benchmarking enterprises. For example, a mystery customer scheme including mystery customer goals, mystery customer objects, mystery customer tasks, mystery customer evaluations, mystery customer reports, etc. can be developed through mystery customer design software such as the mystery customer system, mystery customer tools, mystery customer templates, etc. It is also possible to conduct mysterious customer research through mysterious customer execution skills, such as selecting suitable mysterious customers, formulating detailed mysterious customer plans, maintaining the identity of mysterious customers, recording mysterious customer observations, filling out mysterious customer questionnaires, etc., to improve the credibility and effectiveness of mysterious customers. The data of the mysterious customer can also be collated and evaluated through the analysis methods of the mysterious customer, such as descriptive analysis, comparative analysis, analysis of advantages and disadvantages, and analysis of suggestions for improvement.Conclusionand opinions.

The Case and Value of 4. Enterprise Research

The case and value of corporate research. The case and value of enterprise research refers to providing valuable information and suggestions to enterprises through the methods and steps of enterprise research, helping enterprises to formulate effective competitive strategies and enhance their competitiveness and market position. The following is an example of the application and effectiveness of corporate research, as well as issues and recommendations that need attention in the research process, using the example of Shangpu Consulting.

Shangpu Consulting Company is a company specializing in corporate strategy consulting, marketing consulting, organizational change consulting and other services. It has many years of industry experience and excellent consulting team, providing high-quality consulting solutions for many well-known enterprises. The benchmarking companies of Shangpu Consulting Company mainly include the following categories: internationally renowned consulting companies, such as McKinsey, Boston, Bain, etc., with strong brand influence, customer resources, consulting methods and global networks; leading domestic consulting companies, Such as Huasheng, Epusi, Huawei, etc., have deep localization advantages, market penetration, industry expertise and government relations; emerging consulting companies, such as Booz, Reese, Wisdom, etc., with flexible innovation ability, low price strategy, fast response speed and young team atmosphere.

In order to enhance its competitiveness and market position, Shangpu Consulting regularly conducts enterprise research, uses a variety of tools and resources, collects a large amount of benchmarking enterprise information, conducts in-depth benchmarking enterprise analysis, and prepares detailed benchmarking enterprise reports, which provides strong support for its strategic decision-making. The specific content and results of the corporate research of Champu Consulting are as follows:

Through online search, Shangpu Consulting Company learned about the basic situation and market feedback of benchmarking enterprises, including company profiles, product introductions, news trends, user comments, market data, industry reports, etc., thus grasping the market pattern and customer needs of benchmarking enterprises. For example, Champ Consulting found that McKinsey & Company launched a new product called "McKinsey Digital" (McKinsey Digital) in 2023, which aims to help customers achieve digital transformation and improve their operational efficiency and competitive advantage. By looking at McKinsey's official website, social media, customer cases, etc., Shangpu Consulting learned about the product features, service processes, success stories, etc. of McKinsey Digital, thus assessing the market potential and competitive threats of McKinsey Digital.

通过专利信息，尚普咨询公司了解了标杆企业的技术水平和创新能力，包括标杆企业的专利名称、申请人、发明人、申请日、公开日、专利AbstractPatent requirements, patent classification, patent citation, etc., thus revealing the technical advantages and technical direction of benchmarking enterprises. For example, Shangpu Consulting found that Huasheng Consulting applied for a patent entitled "Big Data-based Enterprise Strategy Consulting Method and System" in 2022, which aims to use big data technology to provide customers with more accurate, efficient and intelligent enterprise strategy consulting services. By looking at the patent information of Huasheng Consulting, Shangpu Consulting understands the technical content, technical characteristics, technical route, technical evolution, etc. of the patent, thus assessing the technical value and technical impact of the patent.

Through the financial report, Shangpu Consulting understands the operating and financial status of the benchmark enterprise, including the benchmark enterprise's balance sheet, profit statement, cash flow statement, financial ratio, financial forecast, etc., thus revealing the benchmark enterprise's financial performance and financial strategy. For example, Shangpu Consulting found that Eps Consulting's operating income in 2023 reached 1 billion yuan, up 25% year-on-year, net profit margin reached 15%, up 30% year-on-year, and asset-liability ratio was 50%, down 10% year-on-year. Sunp Consulting assessed the financial position and financial objectives of Ep Consulting by reviewing the financial reports of Ep Consulting and understanding the revenue structure, cost structure, cash flow structure, financial risk, and financial efficiency of Ep Consulting.

Through the questionnaire, Shangpu Consulting Company learned about the customer satisfaction, supply chain management, cooperative relationship, employee welfare, etc. of the benchmarking enterprise, including the customer group, demand, preference, satisfaction, loyalty, etc. of the benchmarking enterprise, so as to grasp the customer psychology and customer behavior of the benchmarking enterprise. For example, Shangpu Consulting found that Bosi Consulting's customers are mainly small and medium-sized enterprises. Their demand is low-cost, efficient, flexible consulting services. Their preference is to have good communication and trust with consultants. Their satisfaction is high, but their loyalty is low. Through the design and distribution of questionnaires, Shangpu Consulting collected their opinions, evaluations and suggestions on Bosi Consulting's customers, so as to evaluate the customer attractiveness and customer retention of Bosi Consulting.

Through the survey, Shangpu Consulting Company learned about the product quality, service level, willingness to cooperate, employee morale, etc. of benchmarking enterprises, including the product characteristics, service process, successful cases, problems and challenges of benchmarking enterprises, so as to understand the product advantages and service innovation of benchmarking enterprises. For example, Shangpu Consulting found that Ruisi Consulting's products are intelligent consulting systems based on artificial intelligence, which can provide customers with intelligent consulting solutions and improve their decision-making efficiency and decision-making quality. Through the investigation and interview with the customers, partners and employees of Ruisi Consulting Company, Shangpu Consulting Company has learned about the product functions, service process, customer feedback and technical difficulties of Ruisi Consulting Company, thus evaluating the product innovation and service optimization of Ruisi Consulting Company.

Through mysterious customers, Shangpu Consulting Company learned about the customer experience, service quality, sales skills, after-sales support, etc. of benchmarking enterprises, including the purchase, use, evaluation and maintenance of products or services of benchmarking enterprises, so as to understand the customer relationship management, marketing, service innovation and so on of benchmarking enterprises. For example, Shangpu Consulting found that the service of Wisdom Consulting is an online consulting platform based on cloud computing, which can provide customers with real-time consulting communication and reduce the communication cost and time cost of customers. By hiring or acting as potential or existing customers of the wisdom consulting company, Shangpu Consulting Company experiences the services of the wisdom consulting company as ordinary customers, and collects the service fluency, service quality, service attitude, service effect, etc. of the wisdom consulting company, thus evaluating the service level and service innovation of the wisdom consulting company.

Through corporate research, Champ Consulting has achieved the following values and benefits:

It has enhanced its sense of competition and competitiveness, enhanced its sense of crisis and urgency, stimulated its innovative motivation and enterprising spirit, and promoted its continuous improvement and development.

Understand their own strengths and weaknesses, find out their own differentiation and optimization direction, formulate their own competitive strategies and action plans, and enhance their market position and market share.

Understand the needs and preferences of customers, improve their customer attractiveness and customer retention, increase their customer resources and customer value, and enhance their customer satisfaction and customer loyalty.

Understand the changes and opportunities of the industry, grasp the development direction and trend of the industry, seize the opportunities and advantages of the industry, and enhance their industry influence and industry status.

In the process of enterprise research, Shangpu consulting company also encountered some problems and challenges, need to pay attention to and improve the following points:

When determining benchmarking enterprises, it is necessary to select representative and threatening benchmarking enterprises according to their own products, markets, customers, etc., to avoid too many or too few benchmarking enterprises, resulting in redundancy or lack of information.

When collecting benchmarking enterprise information, it is necessary to use a combination of active and passive research methods to balance the quality and quantity of information and avoid inaccurate or incomplete information that can lead to biased or misleading analysis.

When analyzing benchmarking enterprise information, it is necessary to use various analytical methods and models to carry out multi-dimensional and multi-angle analysis to avoid superficial or single analysis, leading to shallow or one-sided analysis.

When preparing a benchmarking enterprise report, it is necessary to summarize the analysis results and recommendations into a document, check the logic and readability, and avoid the clutter or obscurity of the report, resulting in invalid or useless report.