Purpose of 1. Enterprise Research

The purpose of enterprise research is to help enterprises better understand their own market environment, including the scale, product, price, quality, channel, marketing, technology, innovation, strategy, advantages, disadvantages, opportunities and threats of benchmarking enterprises, so as to evaluate their competitive position, find their competitive advantages, formulate effective competitive strategies, and improve their market share and profitability.

The purpose of enterprise research is not to imitate or surpass benchmarking enterprises, but to find their own differentiation and specialization and form their own core competitiveness. Therefore, enterprise research should be guided by its own strategic objectives, not by the behavior of benchmarking enterprises, and avoid blindly following the trend or vicious competition.

Object of 2. Enterprise Research

The object of enterprise research refers to other enterprises that compete with the enterprise in the same market or the same market segment, which can be direct benchmarking enterprises, indirect benchmarking enterprises, or even potential benchmarking enterprises. Direct benchmarking enterprises are enterprises that provide the same or similar products or services, which are similar to the target customers, market positioning and value proposition of the enterprise, and are the main benchmarking enterprises of the enterprise. Indirect benchmarking enterprises refer to enterprises that provide different but can replace or supplement products or services. They are different from the target customers, market positioning and value proposition of enterprises, and are secondary benchmarking enterprises of enterprises. Potential benchmarking enterprises refer to enterprises that have not yet entered the market, but are likely to enter the market in the future. They are quite different from the target customers, market positioning and value proposition of the enterprises, and are potential threats to the enterprises.

The object of enterprise research should be selected according to the strategic objectives and market environment of the enterprise. It is not necessary to investigate all benchmarking enterprises, but to focus on those benchmarking enterprises that have the greatest impact on the enterprise, the most direct and the most urgent benchmarking enterprises, as well as those benchmarking enterprises that may change the market pattern, lead the market trend and create market opportunities, so as to avoid wasting resources and distracting attention.

Methods of 3. Enterprise Research

The method of enterprise research should be selected according to the reliability, completeness and timeliness of the information of the benchmarking enterprise. Instead of collecting all the information, it is necessary to selectively collect the information that is most valuable, meaningful and useful to the enterprise's decision-making, so as to avoid information overload and information noise.

The Process of 4. Enterprise Research

The process of enterprise research mainly includes four steps: one is to determine the objectives of enterprise research, the other is to collect the information of benchmarking enterprises, the third is to analyze the information of benchmarking enterprises, and the fourth is to formulate the coping strategies of benchmarking enterprises. Determining the goal of enterprise research refers to clarifying what kind of results the enterprise wants to get from the enterprise research, such as understanding the strategic intention of the benchmarking enterprise, evaluating the strength level of the benchmarking enterprise, predicting the future actions of the benchmarking enterprise, discovering the advantages and disadvantages of the benchmarking enterprise, and looking for the opportunities and threats of the benchmarking enterprise. Collecting information about benchmarking companies refers to obtaining information about benchmarking companies from various sources and ways, such as the methods of active collection and passive reception described above. Analyzing the information of benchmarking enterprises refers to the collation, classification, comparison, evaluation, induction, reasoning and judgment of the collected information of benchmarking enterprises in order to extract valuable information, such as the strategic objectives, strategic choices, strategic implementation and strategic effects of benchmarking enterprises. The development of coping strategies for benchmarking enterprises refers to the development of different coping strategies for different benchmarking enterprises based on the information obtained from the analysis, such as competition, cooperation, avoidance, imitation, innovation, differentiation, specialization, etc.

The process of enterprise research should be controlled according to the objectivity, depth and breadth of the information of the benchmarking enterprise. It is not necessary to analyze all the information, but to focus on the information that has the most impact, challenge and opportunity on the enterprise's strategy, so as to avoid prejudice and misunderstanding.

Conclusion

Enterprise research is a complex and important strategic analysis activity, which requires enterprises to have clear objectives, reasonable objects, effective methods and scientific processes to avoid prejudice and misunderstanding and improve the quality and effectiveness of enterprise research. By introducing the principles and suggestions of enterprise research, as well as the specific cases of Shangpu consulting service customers, this paper aims to provide some reference and enlightenment for enterprises, and help enterprises to better carry out enterprise research, so as to enhance their competitiveness and market position.

Case analysis

In order to further explain the practical value and application effect of enterprise research, this paper will combine the specific cases of Shangpu consulting service customers to carry out a brief analysis and display. Shangpu Consulting is a professional strategic consulting company, providing customized strategic solutions for enterprises in various industries to help enterprises achieve sustainable development and growth. The scope of services of Shangpu Consulting includes market analysis, competitive analysis, strategic planning, strategic implementation, strategic evaluation, etc. The following are some examples of clients of Champ Consulting Services:

Case 1: An e-commerce platform

An e-commerce platform is an online retailer that focuses on providing personalized and high-quality lifestyle products. Its target customers are young people who pursue fashion and taste. The platform is facing fierce competition from similar platforms and traditional retailers, and needs to find its own differentiation and specialization to form its own core competitiveness. The platform commissioned Shangpu Consulting to conduct corporate research to help it develop effective competitive strategies.

According to the strategic objectives of the platform, Shangpu Consulting selected three direct benchmark enterprises in the same market segment, A, B and C, as the object of enterprise research. Shangpu Consulting adopts the method of active collection and passive reception, and obtains the information of these three benchmark enterprises from various channels and channels, including scale, product, price, quality, channel, marketing, technology, innovation, strategy, advantages, disadvantages, opportunities and threats. Shangpu Consulting collated, classified, compared, evaluated, summarized, reasoned and judged the collected information of benchmarking enterprises, and extracted valuable information, such as the strategic objectives, strategic choices, strategic implementation and strategic effects of benchmarking enterprises. According to the information of benchmarking enterprises obtained from the analysis, Shangpu Consulting has formulated different coping strategies for different benchmarking enterprises for the platform, such as competition, cooperation, avoidance, imitation, innovation, differentiation and specialization.