The Concept and Significance of 1. Enterprise Research

Enterprise research, also known as competitive analysis, refers to the process of systematic collection, analysis, evaluation and prediction of the strategies, capabilities, strengths, weaknesses, dynamics, trends, etc. of existing or potential benchmarking enterprises. The purpose of enterprise research is to help enterprises understand their relative position in the market, find their competitive advantages and disadvantages, formulate effective competitive strategies, deal with the threat of benchmarking enterprises, seize the opportunity of benchmarking enterprises, and enhance their competitiveness.

The significance of enterprise research is mainly reflected in the following aspects:

Help companies identify and define benchmarking companies. Benchmarking enterprises include not only direct benchmarking enterprises, that is, enterprises that provide the same or similar products or services, but also indirect benchmarking enterprises, that is, enterprises that provide alternative products or services, and potential benchmarking enterprises, that is, enterprises that are likely to enter the market. Through enterprise research, enterprises can clearly know what they are facing the benchmark enterprises, as well as their size, status, characteristics, advantages, disadvantages, etc., so as to formulate competitive strategies in a targeted manner.

Help companies understand the competitive environment. The competitive environment refers to various factors that affect the competitive relationship between enterprises and benchmarking enterprises, including industry structure, market demand, customer preferences, policies and regulations, technological changes, social culture, etc. Through enterprise research, enterprises can grasp the changes in the competitive environment, predict the behavior of benchmarking enterprises, find the weaknesses of benchmarking enterprises, seize the competitive opportunities, avoid competitive traps, and adapt to changes in competition.

Help companies discover and enhance competitive advantage. Competitive advantage refers to the superiority of an enterprise relative to a benchmark enterprise in one or more aspects, so that it can obtain higher market share, profit margin, brand awareness, customer loyalty and so on. Through enterprise research, enterprises can compare their strengths and weaknesses with benchmarking enterprises, find out their core competitiveness, highlight their differentiated advantages, and enhance their competitiveness.

Help companies develop and implement competitive strategies. Competitive strategy refers to a series of actions or measures taken by an enterprise in order to gain an advantage in the competition, including product strategy, price strategy, promotion strategy, channel strategy, service strategy, etc. Through enterprise research, enterprises can choose their own competitive strategies, such as attack strategy, defense strategy, follow strategy, bypass strategy and so on, according to the advantages and disadvantages of themselves and benchmarking enterprises, as well as the change of competitive environment, so as to achieve the competitive goal.

Methods and Steps of 2. Enterprise Research

The main methods of enterprise research are as follows:

Desk research method. Desktop research method refers to the use of existing public information, such as the official website of benchmarking enterprises, annual reports, news, advertising, social media, industry reports, market research, patents, papers, etc., to carry out the analysis and evaluation of benchmarking enterprises. The advantages of the desktop research method are a wide range of information sources, low access costs, simple operation, and suitable for a preliminary understanding of the basic situation of benchmarking enterprises. The disadvantages of the desktop research method are that the information may be incomplete, inaccurate, not timely, not in-depth, and needs to be screened, verified, integrated and interpreted.

Field visit method. The field visit method refers to obtaining the first-hand information of the benchmarking enterprise by personally or entrusting a third party to the business premises of the benchmarking enterprise, such as factories, warehouses, stores, exhibition halls, etc., to observe, experience, inquire, take photos, materials, etc. The advantage of the field visit method is that the information is intuitive, real, specific and in-depth, which is suitable for understanding the products, services, processes, equipment, personnel and other aspects of the benchmarking enterprise. The disadvantage of the fieldwork method is that it is difficult to obtain information, high cost and high risk, which may arouse the resentment of benchmarking enterprises and even lead to legal disputes.

Customer research method. Customer research method refers to the existing or potential customers of benchmarking enterprises through research, questionnaires, telephone, mail, network and other ways to understand their products, services, prices, brands, satisfaction, loyalty, conversion willingness and other aspects of the views and feelings. The advantage of customer research method is that the information reflects the real needs, preferences and trends of the market, and is suitable for understanding the market performance, competitive advantages and competitive disadvantages of benchmarking enterprises. The disadvantage of the customer research method is that the information may be affected by the customer's subjectivity, bias, memory, honesty and other factors, and needs to be screened, weighted, analyzed and interpreted.

Supplier Research Method. Supplier research method refers to the benchmarking enterprise suppliers, distributors, partners, agents and other research, questionnaires, telephone, mail, network and other ways to understand their benchmarking enterprise products, services, prices, quality, reputation, cooperation and other aspects of the views and feelings. The advantage of the supplier research method is that the information reflects the supply chain, channels, networks, resources and other aspects of the benchmarking enterprise, and is suitable for understanding the operational capacity, cost structure, profit level, risk control and other aspects of the benchmarking enterprise. The disadvantage of the supplier research method is that the information may be affected by the supplier's interests, loyalty, confidentiality and other factors, which need to be screened, verified, analyzed and interpreted.

Employee Research Method. Employee research method refers to the current or former employees of benchmarking enterprises through research, questionnaire, telephone, email, network and other ways to understand their views and feelings on the strategy, organization, culture, human resources, innovation, management and other aspects of benchmarking enterprises. The advantage of the employee survey method is that the information reflects the internal situation of the benchmarking enterprise, which is suitable for understanding the strategic direction, organizational structure, cultural atmosphere, talent reserve, innovation ability, management level and so on. The disadvantage of the employee research method is that the information may be affected by the employee's attitude, motivation, honesty, confidentiality and other factors, which need to be screened, verified, analyzed and interpreted.

The main steps of enterprise research are as follows:

Determine the objectives and scope of corporate research. The goal of enterprise research refers to the results that enterprises hope to obtain through enterprise research, such as understanding the strategy, advantages, disadvantages, dynamics, trends, etc. of benchmarking enterprises. The scope of enterprise research refers to the number, type, level and region of benchmarking enterprises that enterprises need to investigate. Determining the goal and scope of enterprise research can help enterprises make clear the direction, focus, depth and breadth of enterprise research, and avoid blind, wasteful and repetitive enterprise research.

Select methods and tools for enterprise research. The methods and tools of enterprise research refer to the means used by enterprises to collect, analyze, evaluate and predict benchmarking enterprise information, such as desktop research method, field investigation method, customer research method, supplier research method, employee research method, etc. Choosing the methods and tools of enterprise research can help enterprises effectively obtain benchmarking enterprise information and improve the efficiency, quality, reliability and effectiveness of enterprise research. When selecting methods and tools for enterprise research, it is necessary to consider the objectives, scope, cost, time, risk and other factors of enterprise research, and to use a variety of methods and tools for cross-validation and complementarity.

Collect information on benchmark companies. Collecting benchmarking enterprise information refers to obtaining relevant information of benchmarking enterprises from various channels, ways and forms according to the objectives, scope, methods and tools of enterprise research, such as the strategies, capabilities, advantages, disadvantages, dynamics and trends of benchmarking enterprises. The collection of benchmarking enterprise information is the core link of enterprise research, and the following points need to be paid attention to: first, comprehensive, accurate, timely and in-depth benchmarking enterprise information should be collected to avoid omission, misleading, outdated and superficial benchmarking enterprise information; The second is to collect legal, compliant and reasonable benchmarking enterprise information to avoid illegal, illegal and immoral benchmarking enterprise information. The third is to collect useful and valuable, meaningful benchmarking enterprise information, avoid useless, worthless, meaningless benchmarking enterprise information.

Analyze benchmark company information. Analyzing benchmarking enterprise information refers to sorting, classifying, screening, weighting, comparing, evaluating, predicting, etc. the collected benchmarking enterprise information according to the objectives, scope, methods and tools of enterprise research to obtain the characteristics, advantages, disadvantages, dynamics and trends of benchmarking enterprises. The analysis of benchmarking enterprise information is a key link in enterprise research. Attention should be paid to the following points: first, objective, fair and scientific benchmarking enterprise information should be analyzed to avoid subjective, biased and arbitrary benchmarking enterprise information; Second, it is necessary to analyze systematic, comprehensive and in-depth benchmarking enterprise information and avoid scattered, one-sided and simple benchmarking enterprise information. Third, it is necessary to analyze benchmarking enterprise information with basis, logic andConclusionBenchmarking enterprise information, avoid no basis, no logic, noConclusionBenchmarking enterprise information.

Develop a benchmarking strategy for leading companies. Formulating benchmarking enterprise strategy refers to determining one's relative position in the market according to the analysis results of benchmarking enterprise information and combining with one's own situation, finding one's own competitive advantages and disadvantages, choosing suitable competitive strategies, such as attack strategy, defense strategy, follow strategy, bypass strategy, etc., and formulating specific action plans, such as product strategy, price strategy, promotion strategy, channel strategy, service strategy, etc. The formulation of benchmarking enterprise strategy is the purpose and result of enterprise research. It is necessary to pay attention to the following points: first, to formulate benchmarking enterprise strategy in line with its own goals, capabilities and resources, and to avoid formulating unrealistic, infeasible and unsustainable benchmarking enterprise strategy; The second is to formulate benchmarking enterprise strategies for different benchmarking enterprises, different markets and different periods, and avoid formulating one-size-fits-all, immutable and generalized benchmarking enterprise strategies; the third is to formulate a flexible, innovative, and active benchmarking enterprise strategy, avoid formulating a flexible, innovative, and active benchmarking enterprise strategy, and avoid formulating a rigid, imitating, and passive benchmarking enterprise strategy.

Implement and monitor benchmarking corporate strategies. Implementing and monitoring the benchmarking enterprise strategy refers to taking corresponding actions or measures according to the established benchmarking enterprise strategy, such as launching new products, reducing prices, increasing promotions, expanding channels, improving services, etc. At the same time, continuously collecting, analyzing and evaluating the benchmarking enterprise's response, dynamics, trends, etc., and adjusting the benchmarking enterprise strategy in time to adapt to the changes in the competitive environment and achieve competitive goals. The implementation and monitoring of benchmarking enterprise strategy is the continuation and improvement of enterprise research. Attention should be paid to the following points: first, to implement fast, accurate and effective benchmarking enterprise strategy and avoid slow, wrong and ineffective benchmarking enterprise strategy; Second, it is necessary to monitor comprehensive, timely and in-depth benchmarking enterprise information and avoid incomplete, lagging and superficial benchmarking enterprise information. Third, it is necessary to adjust flexibly and innovate, active benchmarking enterprise strategy, avoid adjusting rigid, imitation, passive benchmarking enterprise strategy.

A Case Study of 3. Enterprise Research

In order to better illustrate the methods and steps of enterprise research, this paper selects a case study in the process of providing enterprise research services for an automobile enterprise. The automobile company is a well-known domestic independent brand automobile manufacturer, mainly producing low-end cars, SUVs, MPVs, etc., and its market share ranks among the top five in China. The automobile enterprise hopes to understand the strategy, ability, advantages, disadvantages, dynamics, trends and so on of its main benchmark enterprises in the domestic market through enterprise research, so as to formulate effective competitive strategies and enhance its competitiveness.

Champ Consulting provides the following corporate research services for the automotive company:

Determine the objectives and scope of corporate research. Shangpu Consulting conducted in-depth communication with the automobile enterprise to understand the purpose, needs and expectations of its enterprise research, determined that the goal of enterprise research is to understand the strategy, ability, advantages, disadvantages, trends and trends of its main benchmark enterprises in the domestic market, and determined that the scope of enterprise research is the top ten automobile manufacturers in the domestic market, including independent brands and joint venture brands, covering cars, SUV,MPV and other market segments.

Select methods and tools for enterprise research. According to the objectives, scope, cost, time, risk and other factors of enterprise research, Shangpu Consulting has selected desktop research method, customer research method, supplier research method, employee research method and other methods and tools to collect, analyze, evaluate and forecast benchmark enterprise information. Shangpu Consulting makes use of its rich industry database, professional analysis model, skilled research skills, extensive network, etc., to provide efficient, high-quality and efficient enterprise research services for the automobile enterprise.

Collect information on benchmark companies. Through the desktop research method, Shangpu Consulting has collected the basic information of the top ten automobile manufacturers in the domestic market, such as company profile, product line, sales volume, market share, financial status, brand image, R & D investment, technical level, number of patents, awards and honors, etc. Through the customer research method, the customer information of the top ten automobile manufacturers in the domestic market is collected, such as customer characteristics, needs, preferences, satisfaction, loyalty, willingness to switch, etc. Through the supplier research method, the supply chain information of the top ten automobile manufacturers in the domestic market is collected, such as supplier characteristics, cooperative relationship, price, quality, reputation, risk, etc. Through the employee survey method, the internal information of the top ten automobile manufacturers in the domestic market is collected, such as strategic direction, organizational structure, cultural atmosphere, talent reserve, innovation ability, management level, etc.

Analyze benchmark company information. Through sorting, classification, screening, weighting, comparison, evaluation, prediction and other methods, Shangpu Consulting conducted an in-depth analysis of the collected benchmark enterprise information, and obtained the characteristics, advantages, disadvantages, dynamics, trends and so on of the top ten automobile manufacturers in the domestic market. Using Porter's five forces model, SWOT analysis, PEST analysis, value chain analysis, VRIO analysis, BCG matrix, Ansoff matrix and other analysis models, Shangpu Consulting has made a systematic, comprehensive and in-depth analysis of the competitiveness, competitive strategy, competitive advantage, competitive disadvantage, competitive threat, competitive opportunity and so on of the benchmarking enterprise, providing objective, fair and scientific benchmarking enterprise information analysis results for this automobile enterprise.

Develop a benchmarking strategy for leading companies. According to the analysis results of benchmarking enterprise information and the automobile enterprise's own situation, Shangpu Consulting has formulated competitive strategies for different benchmarking enterprises, different markets and different periods, such as attack strategy, defense strategy, follow strategy, bypass strategy, etc., as well as specific action plans, such as product strategy, price strategy, promotion strategy, channel strategy, service strategy, etc. Shangpu Consulting has used its rich industry experience, professional strategy knowledge, and innovative thinking mode to provide the auto company with a benchmarking enterprise strategy that meets its goals, capabilities, and resources, as well as a flexible, innovative, and proactive benchmarking enterprise strategy. It provides strong support for it to enhance its own competitiveness.

Implement and monitor benchmarking corporate strategies. After formulating the benchmarking enterprise strategy for the automobile enterprise, Shangpu Consulting also provided the service of implementing and monitoring the benchmarking enterprise strategy for the automobile enterprise, including assisting the automobile enterprise to take corresponding actions or measures, such as launching new products, reducing prices, increasing sales promotion, expanding channels, improving services, etc., as well as continuously collecting, analyzing and evaluating the reactions, trends and trends of benchmarking enterprises, and adjusting the benchmarking enterprise strategy in time, to adapt to changes in the competitive environment and achieve competitive goals. Shangpu Consulting makes use of its rich industry resources, professional execution ability and keen market insight to provide the automobile enterprise with fast, accurate and effective benchmarking enterprise strategy implementation and monitoring services, to ensure the implementation effect of benchmarking enterprise strategy, to improve the adaptability of benchmarking enterprise strategy, and to optimize the performance of benchmarking enterprise strategy.

The above is a case study of the corporate research services provided by Champ Consulting for an automotive company, hoping to provide you with some reference and inspiration. If you are interested in the corporate research services of Shangpu Consulting, welcome to contact us, we will provide you with professional, customized and efficient corporate research services to help you enhance your competitiveness.