Purpose of 1. Enterprise Research

The purpose of enterprise research is to collect and analyze information related to the benchmarking enterprise, including the background, products or services, market share, price strategy, marketing strategy, financial situation, innovation ability, advantages and disadvantages of the benchmarking enterprise. Through corporate research, companies can:

Understand your position and competitiveness in the industry, evaluate your strengths and weaknesses, and find out your differentiated strengths and core competitiveness;

Understand the dynamics and trends of benchmarking enterprises, predict the future actions and reactions of benchmarking enterprises, and formulate corresponding countermeasures and preventive measures;

Understand the needs and changes in the market, identify potential opportunities and threats, and develop appropriate market positioning and target markets;

Understand the needs and preferences of customers, improve the quality and satisfaction of their products or services, and increase customer loyalty and stickiness;

Understand the rules and standards of the industry, comply with laws and regulations and industry ethics, and avoid unnecessary risks and disputes.

Methods and Tools for 2. Enterprise Research

The methods and tools of enterprise research can be divided into two categories: active research and passive research. Active research refers to the initiative of enterprises to collect and analyze the information of benchmarking enterprises, such as through research, questionnaires, observation, trial, purchase and so on. Passive research refers to the use of existing information resources to collect and analyze the information of benchmarking enterprises, such as through the network, media, reports, databases and so on. Here are some commonly used methods and tools for enterprise research:

Benchmarking enterprise website: The website of a benchmarking enterprise is an important channel for understanding the basic information and products or services of the benchmarking enterprise. You can obtain the publicity materials, news announcements, customer evaluations, activity information, etc. of the benchmarking enterprise by browsing, downloading, subscribing, etc.

Social media of benchmarking enterprises: The social media of benchmarking enterprises is an important channel to understand the dynamics and reputation of benchmarking enterprises. You can obtain the published content, interaction, number of fans, word-of-mouth evaluation, etc. of benchmarking enterprises through attention, comments, forwarding, etc.

Benchmarking enterprise customers: Benchmarking enterprise customers are an important channel to understand the quality and satisfaction of benchmarking enterprise products or services, and can obtain the needs, preferences, satisfaction, loyalty, complaints, etc. of benchmarking enterprise customers through research, questionnaires, surveys, etc.

Benchmarking enterprise suppliers: Benchmarking enterprise suppliers are an important channel to understand the cost and efficiency of benchmarking enterprises, through research, cooperation, price comparison and other ways to obtain the quality, price, quantity, delivery time, contract terms and so on.

Distributors of benchmarking enterprises: distributors of benchmarking enterprises are an important channel to understand the market share and sales situation of benchmarking enterprises, and can obtain the number, region, type, strategy and performance of distributors of benchmarking enterprises through research, cooperation and comparison.

Employees of benchmarking enterprises: employees of benchmarking enterprises are an important channel to understand the internal situation and innovation ability of benchmarking enterprises. they can obtain the background, skills, attitude, turnover rate and innovation projects of employees of benchmarking enterprises through recruitment, communication and cooperation.

Patents of benchmarking enterprises: The patents of benchmarking enterprises are an important channel to understand the technical level and research and development direction of benchmarking enterprises, and the number, type, scope, validity period and citation of patents of benchmarking enterprises can be obtained through inquiry, analysis and comparison.

Benchmark enterprise financial report: The financial report of the benchmark enterprise is an important channel to understand the operating and financial situation of the benchmark enterprise, and can obtain the income, expenditure, profit, assets, liabilities, cash flow, etc. of the benchmark enterprise through reading, analysis, comparison, etc.

Benchmark enterprise industry report: the industry report of the benchmark enterprise is an important channel to understand the industry environment and market trends of the benchmark enterprise, through reading, analysis, comparison and other ways to obtain the industry report of the benchmark enterprise industry scale, growth rate, structure, competitive pattern, opportunities and threats.

Benchmarking enterprise analysis tools: Benchmarking enterprise analysis tools are important tools for integrating and presenting benchmarking enterprise information. Charts, tables, matrices, models, and frameworks of benchmarking enterprise analysis tools can be obtained through use, production, and sharing. For example, SWOT analysis, Porter's Five Forces analysis, value chain analysis, VRIO analysis, etc.

Use of the results of 3. enterprise research

The use of the results of enterprise research refers to the formulation and implementation of the competitive strategy of enterprises according to the results of enterprise research in order to enhance the competitiveness of enterprises. The following aspects should be considered in the formulation and implementation of a competitive strategy:

The advantages and disadvantages of benchmarking enterprises: enterprises should analyze the advantages and disadvantages of benchmarking enterprises, find out their own differentiated advantages and core competitiveness, as well as the weaknesses and loopholes of benchmarking enterprises. Enterprises can choose different competitive strategies according to their own advantages and disadvantages, such:

Cost leadership strategy: if the cost advantage of the enterprise is obvious, it can attract price-sensitive customers by providing low-cost products or services, expand market share, form economies of scale, further reduce costs, and resist the attack of benchmarking enterprises;

Differentiation strategy: If the company's products or services have unique characteristics or values, it can provide high-quality products or services to attract quality-sensitive customers, improve customer loyalty and stickiness, form a brand effect, and further increase the premium. Resist the imitation of benchmark companies;

Focus strategy: If the target market of the enterprise has a clear division or segmentation, it can provide customized products or services to meet the needs of specific customer groups, improve customer satisfaction and reputation, form a loyalty effect, further increase market share, and resist the penetration of benchmarking enterprises.

The dynamics and trends of benchmarking enterprises: enterprises should pay attention to the dynamics and trends of benchmarking enterprises, predict the future actions and reactions of benchmarking enterprises, and formulate corresponding countermeasures and preventive measures. Enterprises can choose different coping strategies according to the dynamics and trends of benchmarking enterprises, such:

Defense strategy: if the threat of benchmarking enterprises is greater, they can protect their existing market share and profits by maintaining or improving the quality, price and service of their products or services, so as to prevent the encroachment or snatching of benchmarking enterprises;

Offensive strategy: if the benchmarking enterprise has more opportunities, it can attack or challenge the existing market share and profit of the benchmarking enterprise by reducing or improving the quality, price and service of its own products or services, and force the benchmarking enterprise to give up or give up;

Cooperation strategy: if the cooperation potential of benchmarking enterprises is high, they can cooperate or form alliances with benchmarking enterprises by establishing or strengthening the complementarity, compatibility and reciprocity of their products or services, so as to share or expand market share and profits, and reduce or avoid confrontation or conflict among benchmarking enterprises.

Market needs and changes: Companies should understand market needs and changes, identify potential opportunities and threats, and develop appropriate market positioning and target markets. Enterprises can choose different market strategies according to the needs and changes of the market, such:

Market penetration strategy: if the market demand and changes are small, you can increase your market share and profit in the existing market by increasing the sales volume or frequency of use of your products or services, and enhance your market position and competitiveness;

Market development strategy: if the market demand and changes greatly, we can improve the coverage and contact number of our products or services by opening up new regions, channels and customers, increase our potential market share and profits, and expand our market space and competitiveness;

Product development strategy: if the market demand and changes quickly, you can develop new products or services, or improve existing products or services, to improve the function or performance of their products or services, increase their existing market share and profits, to create their own market advantages and competitiveness;

Diversification strategy: If the market demand and changes are more complex, you can improve the diversity or difference of your products or services by entering new industries or fields, or providing new products or services, and increase your new market share and profit, forming your own market balance and competitiveness.

Customer needs and preferences: Companies should understand customer needs and preferences, improve the quality and satisfaction of their products or services, and increase customer loyalty and stickiness. Enterprises can choose different customer strategies according to their needs and preferences, such:

Customer segmentation strategy: if the needs and preferences of customers are scattered, customers can be divided into different market segments, according to the characteristics of each market segment, to provide different products or services, to meet different customer needs and preferences, improve customer satisfaction and loyalty;

Customer relationship strategy: if the customer's needs and preferences are more stable, we can meet the customer's needs and preferences and improve the customer's stickiness and loyalty by establishing and maintaining a long-term cooperative relationship with the customer and providing continuous products or services;

Customer value strategy: If the customer's needs and preferences are more changing, you can create and deliver customer value by providing high-value products or services to meet customer needs and preferences and increase customer recognition and loyalty.

4. Shangpu Consulting's Corporate Research Case

Shangpu Consulting Company is a professional market analysis and consulting company, providing customers with comprehensive corporate research services to help customers understand their competitive environment, formulate effective competitive strategies, and enhance their competitiveness. The following are some specific examples of Champu Consulting when conducting corporate research for clients:

Case 1: Conduct enterprise research for an e-commerce platform, analyze the background, products or services, market share, price strategy, marketing strategy, financial situation, innovation ability, advantages and disadvantages of its benchmark enterprises in the Chinese market, and put forward the following suggestions:

Take advantage of its own international brands and overseas resources, provide high-quality and diversified products or services, attract quality-sensitive customers, and improve its own differentiation advantages and brand effect;

Take advantage of their own technology and innovation, provide convenient and safe shopping experience, attract technology-sensitive customers, improve their efficiency advantages and innovation effect;

Leverage your own social and content strengths, provide interesting and useful social and content features, attract socially sensitive customers, and improve your own interactive strengths and word-of-mouth effects;

According to the characteristics and needs of the Chinese market, adjust and optimize the localization, provide products or services that meet the habits and preferences of Chinese customers, and improve their adaptive advantages and satisfaction effects;

In view of the actions and reactions of benchmark enterprises in the Chinese market, we should carry out flexible response and prevention, provide competitive prices and services, and improve our own resistance advantages and protection effects.

Case 2: Conduct an enterprise research for an automobile manufacturer, analyze the background, products or services, market share, price strategy, marketing strategy, financial situation, innovation ability, advantages and disadvantages of its benchmark enterprises in the European market, and put forward the following suggestions:

Use the advantages of their own design and craftsmanship to provide high quality and high-performance cars, attract high-end and professional customers, and improve their own quality advantages and premium effects;

Use their own advantages of environmental protection and energy saving, provide low-emission and low-fuel-consumption cars, attract environmentally friendly and economical customers, and improve their responsibility advantages and saving effects;

Take advantage of their intelligence and safety to provide intelligent and safe cars, attract intelligent and safe customers, and improve their technical advantages and trust effect;

According to the characteristics and needs of the European market, carry out diversified development and promotion, provide diversified and personalized cars in line with European customers, and improve their diversified advantages and loyalty effects;

The actions and reactions of benchmark companies in the European market are actively attacked and cooperated, providing attractive prices and services, and improving their attack advantages and cooperative effects.

Case 3: Conduct enterprise research for an educational institution, analyze the background, products or services, market share, price strategy, marketing strategy, financial situation, innovation ability, advantages and disadvantages of its benchmark enterprises in the U.S. market, and put forward the following suggestions:

Use the advantages of their own teachers and courses to provide high-level and high-quality educational services, attract learning and growth customers, and improve their teaching advantages and results;

Make use of the advantages of its own platform and resources, provide convenient and rich educational services, attract convenient and diversified customers, and improve its platform advantages and resource effects;

Leverage the strengths of your community and culture, provide interesting and meaningful educational services, attract interesting and meaningful customers, and enhance your community strengths and cultural effects;

According to the characteristics and needs of the US market, make innovation and optimization improvements and updates, provide educational services that meet the needs and preferences of US customers, and improve their innovation advantages and optimization effects;

The actions and reactions of benchmark companies in the U.S. market are reasonable and effective in defense and penetration, providing competitive prices and services, and improving their defense advantages and penetration effects.