Purpose of 1. Enterprise Research

Enterprise research refers to the systematic collection, analysis and evaluation of existing or potential benchmarking enterprises in the industry and market in which the enterprise is located, in order to obtain information about the benchmarking enterprises, such as scale, product, price, quality, service, channel, market share, marketing strategy, advantages and disadvantages, etc. The main purpose of enterprise research is the following:

Understand the competitive environment. Enterprise research can help enterprises to fully understand and understand the competitive situation of their own industry and market, such as the number, type, characteristics, behavior and trend of benchmark enterprises, so as to judge the intensity, form and trend of competition, and provide a basis for enterprises to formulate reasonable strategic goals and directions.

Discover competitive advantages. Enterprise research can help enterprises compare and evaluate their differences and advantages and disadvantages with benchmark enterprises in various aspects, so as to find out their own competitive advantages, such as product innovation, service quality, channel coverage, market loyalty, etc., as well as areas that need to be improved and promoted, so as to provide support for enterprises to improve their competitiveness and market share.

Develop effective competitive strategies. Enterprise research can help enterprises predict and respond to the possible actions and reactions of benchmarking enterprises, such as product upgrades, price changes, promotional activities, market expansion, etc., so as to formulate targeted competitive strategies, such as product differentiation, price optimization, service value-added, channel diversification, etc., as well as emergency measures, to provide protection for enterprises to win competitive advantage and market share.

Methods and Steps of 2. Enterprise Research

The main methods of enterprise research are as follows:

Desktop research. Desktop research refers to the collection and analysis of public information sources, such as official websites, social media, news reports, industry reports, financial statements, patent literature, etc., to obtain basic information about benchmarking enterprises, such as historical background, organizational structure, product line, market positioning, marketing strategy, 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, and not timely.

Field trips. On-site inspection refers to obtaining on-site information of benchmarking enterprises, such as product quality, price, function, appearance, packaging, etc., service attitude, level, process, effect, etc., channel layout, form, scale, efficiency, etc., market demand, feedback, satisfaction, loyalty, etc. The advantages of field investigation are that the information is more intuitive, real and in-depth, but the disadvantages are high cost, long time and narrow scope.

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 ask, to obtain the internal information of the benchmarking enterprise, such as the advantages and disadvantages of the product, the satisfaction of the service, the choice of channels, the preference of the market, the evaluation of the benchmarking enterprise, etc. The advantage of questionnaire is that the information is more objective, comprehensive and quantitative, but the disadvantage is that it is difficult to obtain effective samples, there is a deviation in the answer, and the need for analytical skills.

信息分析。信息分析是指通过运用各种分析工具和方法，如SWOT分析、波特五力分析、价值链分析、核心竞争力分析等，对标杆企业的信息进行整合、归纳、比较、评估等，来获取标杆企业的战略信息，如标杆企业的优势和劣势、机会和威胁、目标和动机、策略和行动等。信息分析的优点是信息更有价值、有意义、有指导性，但缺点是需要专业的知识、经验、判断。

The main steps of enterprise research are as follows:

Determine the objectives of the research. The goal of the survey refers to the results that the company hopes to obtain through corporate research, such as understanding the product characteristics, service levels, market share, and marketing strategies of the benchmarking company. The objectives of the survey should have the characteristics of clarity, feasibility and importance, so as to guide the selection of the content and methods of the survey.

Identify the object of research. The object of the survey refers to the benchmarking enterprises that enterprises need to pay attention to, such as existing benchmarking enterprises, potential benchmarking enterprises, alternative benchmarking enterprises, etc. The object of the survey should be representative, relevant and comparable in order to improve the efficiency and effectiveness of the survey.

Determine the content of the research. The content of the survey refers to the information of benchmarking enterprises that enterprises need to collect and analyze, such as product quality, price, function, appearance, packaging, service attitude, level, process, effect, etc., channel layout, form, scale, efficiency, etc., market demand feedback, satisfaction, loyalty, etc. The content of the research should have the characteristics of completeness, accuracy and timeliness, so as to obtain effective benchmarking enterprise information.

确定调研的方法。调研的方法是指企业采用的收集和分析标杆企业信息的方式，如桌面研究、实地考察、问卷调查、信息分析等。调研的方法应该具有适用性、可靠性、灵活性等特点，以便于适应不同的调研目标、对象和内容。

Execute the research plan. The plan of research refers to the specific arrangement of enterprise research made by the enterprise, such as the time, place, personnel, resources and budget of the research. The research plan should have the characteristics of operability, rationality and coordination, so as to ensure the smooth progress and high-quality completion of the research.

Output the research report. The report of the research refers to the final results of the enterprise research presented by the enterprise, such as the purpose, object, content, method, plan, process, result, analysis, suggestion, etc. The research report should be clear, concise, and logical in order to convey effective benchmarking information and provide useful competitive strategies.

3. how to find differentiation possibilities and breakthrough points from the blank points of benchmarking enterprises.

The blank spots refer to the shortcomings or uncovered areas of benchmarking enterprises in terms of products, services, channels, markets, etc., which are opportunities for enterprise innovation and differentiation. How to find differentiation possibilities and breakthrough points from the blank spots of benchmarking enterprises? Here are some suggestions:

From the customer's needs. Customer needs are the source of innovation and differentiation, and companies should constantly understand and meet customer needs, especially potential or future needs that are not found or ignored by benchmarking companies, so as to find gaps. For example, when Shangpu Consulting conducted enterprise research for an automobile manufacturer, it found that customers have a strong demand for intelligent driving, while the investment and progress of benchmark enterprises in this area are relatively backward. Therefore, Shangpu Consulting provides customers with intelligent driving solutions to help customers gain a leading edge in this field.

Start with industry trends. The trend of the industry is the direction of enterprise innovation and differentiation. Enterprises should grasp and follow the trend of the industry in time, especially the emerging or changing trend that the benchmarking enterprises do not pay attention to or adapt to, so as to find the blank point. For example, when Shangpu Consulting conducted corporate research for a clothing brand, it found that the industry attaches great importance to sustainable development, while benchmarking companies lack awareness and actions in this regard, so Shangpu Consulting provides customers with sustainable development. The solution helps customers establish a good image in this field.

From their own advantages. Its own advantages are the basis of enterprise innovation and differentiation. Enterprises should give full play to and make use of their own advantages, especially those core or unique advantages that benchmark enterprises are difficult to imitate or surpass, so as to find blank points. For example, when Shangpu Consulting conducted corporate research for a catering chain, it found its own advantages in brand, quality, service, etc., and the performance of benchmarking companies in these aspects is relatively general, so Shangpu Consulting provides customers with brand, Quality and service solutions help customers consolidate their advantages in these areas.

Conclusion

Enterprise research is an important part of enterprise strategic analysis, which can help enterprises understand the competitive environment, find competitive advantages and formulate effective competitive strategies. Starting with the purpose, method and steps of enterprise research, this paper discusses how to find the possibility of differentiation and breakthrough point from the blank point of benchmarking enterprises. The blank spots refer to the shortcomings or uncovered areas of benchmarking enterprises in terms of products, services, channels, markets, etc., which are opportunities for enterprise innovation and differentiation. Taking Shangpu Consulting as an example, this paper introduces how to find and utilize blank spots through enterprise research to provide valuable solutions to customers. It is hoped that this paper can be helpful and enlightening for enterprises to carry out enterprise research.