Purpose of 1. Enterprise Research

The purpose of enterprise research is to help enterprises to formulate effective competitive strategies, so as to gain advantages in the market. Specifically, enterprise research can help enterprises to achieve the following objectives:

Understand the basic situation of benchmarking enterprises, such as scale, history, organizational structure, business scope, product line, service content, customer group, market share, revenue, profit, etc., so as to evaluate the strength and status of benchmarking enterprises.

Understand the strategic direction of the benchmarking enterprise, such as vision, mission, values, goals, strategic choice, strategic implementation, strategic evaluation, etc., so as to reveal the strategic intention and logic of the benchmarking enterprise.

Understand the behavior characteristics of benchmarking enterprises, such as marketing, product innovation, channel development, price strategy, promotional activities, customer relations, partners, social responsibility, etc., so as to analyze the behavior patterns and effects of benchmarking enterprises.

Understand the development trend of benchmarking enterprises, such as market dynamics, industry changes, technological progress, policy impact, risk factors, opportunities and challenges, etc., so as to predict the development prospects and potential of benchmarking enterprises.

Understand the competitive situation of their own enterprises, such as market positioning, competitive advantages, competitive disadvantages, competitive space, competitive obstacles, competitive threats, etc., so as to determine their own enterprise's competitive strategy and action plan.

Methods of 2. Enterprise Research

The main methods of enterprise research are as follows:

Desktop research method: by collecting and analyzing the public information of benchmarking enterprises, such as official websites, social media, news reports, industry reports, financial statements, recruitment information, patent applications, etc., to obtain first-hand information of benchmarking enterprises.

Field investigation method: by personally or entrusting a third party to the office location, production base, sales outlets, etc. of the benchmarking enterprise, observe and record the actual situation of the benchmarking enterprise, such as facilities and equipment, personnel quality, work flow, product quality, service level, etc.

Questionnaire survey method: Through the design and distribution of questionnaires, to the benchmark enterprise customers, suppliers, partners, employees and other relevant personnel to collect and feedback the relevant information of the benchmark enterprise, such as customer satisfaction, supplier evaluation, partnership, employee benefits.

Research and investigation method: through face-to-face or telephone research with customers, suppliers, partners, employees and other relevant personnel of benchmarking enterprises, in-depth understanding and discussion of relevant information of benchmarking enterprises, such as market demand, product characteristics, price strategy, promotional activities, customer relations, cooperation intention, etc.

Content of 3. Enterprise Research

The content of enterprise research mainly includes the following aspects:

Enterprise profile: including the benchmark enterprise name, registered capital, establishment time, legal representative, registered address, contact information, organizational structure, business scope, product line, service content, customer group, market share, revenue, profit and other basic information.

Development history: including the entrepreneurial story, development stage, major events, milestones, honorary awards, social contributions and other development information of the benchmark enterprise.

Strategic direction: including the vision, mission, values, goals, strategic choices, strategic implementation, strategic evaluation and other strategic information of the benchmarking enterprise.

Core competitiveness: including the core resources, core competence, core technology, core team, core culture, core brand and other core information of the benchmarking enterprise.

Brand performance: including brand name, brand identity, brand positioning, brand image, brand communication, brand recognition, brand loyalty and other brand information of the benchmarking enterprise.

Product strategy: including product design, product function, product performance, product quality, product innovation, product differentiation, product portfolio and other product information of benchmarking enterprises.

Channel strategy: including channel type, channel number, channel coverage, channel management, channel cooperation, channel expansion, channel efficiency and other channel information of benchmarking enterprises.

Price strategy: including price level, price structure, price change, price elasticity, price impact, price competition, price concessions and other price information of the benchmark enterprise.

Promotion strategy: including the promotion target, promotion method, promotion content, promotion time, promotion frequency, promotion effect, promotion evaluation and other promotion information of the benchmark enterprise.

Customer strategy: including customer needs, customer satisfaction, customer loyalty, customer segmentation, customer relationship, customer service, customer retention and other customer information of the benchmarking enterprise.

Cooperation strategy: including the cooperation purpose, cooperation object, cooperation mode, cooperation content, cooperation effect, cooperation risk, cooperation management and other cooperation information of the benchmarking enterprise.

Innovation strategy: including the innovation concept, innovation model, innovation project, innovation input, innovation output, innovation benefit, innovation evaluation and other innovation information of the benchmark enterprise.

Steps to 4. Enterprise Research

The main steps of enterprise research are as follows:

Determine the research objectives: clarify the purpose, scope, content, standards and duration of the research, formulate research plans and budgets, and assign research tasks and responsibilities.

Select research methods: according to the research objectives and resources, select the appropriate research methods, such as desktop research method, field investigation method, questionnaire survey method, research survey method, network survey method, etc., design research tools and processes.

Collect research data: collect relevant data of benchmarking enterprises through the implementation of research methods, such as enterprise profile, development history, strategic direction, core competitiveness, brand performance, product strategy, channel strategy, price strategy, promotion strategy, customer strategy, cooperation strategy, innovation strategy, etc.

Analysis of research data: through the use of statistical analysis, comparative analysis, causal analysis, trend analysis, advantages and disadvantages analysis, SWOT analysis and other methods, analysis of the data of benchmarking enterprises, revealing the strength and status of benchmarking enterprises, strategic intentions and logic, behavior patterns and effects, development prospects and potential.

Preparation of research reports: by collating and summarizing the analysis results, the preparation of enterprise research reports, including research background, research objectives, research methods, research data, research analysis, research.Conclusion, research recommendations, etc., as well as related charts, attachments, etc.

Submit research reports: submit corporate research reports through appropriate methods, such as emails, meetings, presentations, etc., report research results to relevant decision makers, managers, colleagues, etc., obtain feedback and evaluation, and make improvements and improvements.

Enlightenment of 5. Enterprise Research

Corporate research can provide insights into the following:

Understand your own strengths and weaknesses, find out your own gaps and shortcomings, improve your own competitiveness and efficiency, and enhance your own confidence and determination.

Learn the advantages and strengths of benchmarking enterprises, learn from the experience and practices of benchmarking enterprises, innovate their own products and services, and enhance their own brand and image.

Avoid the shortcomings and weaknesses of benchmarking enterprises, prevent the threats and challenges of benchmarking enterprises, formulate their own responses and precautions, and protect their own interests and rights.

Discover the opportunities and potential of benchmarking enterprises, seize the market and customers of benchmarking enterprises, formulate their own breakthroughs and surpassing, and realize their own growth and development.

Recommendations for 6. enterprise research

The main recommendations of corporate research are the following:

Establish a normalized mechanism for enterprise research, regularly collect, analyze and update relevant information of benchmarking enterprises, keep abreast of the dynamics and changes of benchmarking enterprises, and be targeted and prepared.

Establish a professional team of enterprise research, equipped with experienced and capable researchers, adopt scientific and effective research methods, ensure the quality and accuracy of research, and avoid misleading and deviation.

Establish the principle of legalization of enterprise research, abide by relevant laws and ethics, respect the privacy and rights of benchmarking enterprises, avoid using improper and illegal means, and prevent disputes and risks.

Establish the practical goal of enterprise research, choose the appropriate research content and scope according to their own needs and purposes, avoid too much and too little information, and improve the efficiency and value of research.

The establishment of innovative thinking in enterprise research not only pays attention to the current situation and problems of benchmarking enterprises, but also pays attention to the future and possibility of benchmarking enterprises. It not only imitates the success and advantages of benchmarking enterprises, but also transcends the limitations and disadvantages of benchmarking enterprises.

Conclusion

Enterprise research is an important market research activity, which can help enterprises understand themselves and benchmark enterprises, formulate effective competitive strategies, and improve market competitiveness. Taking Shangpu Consulting Company as an example, this paper introduces the purpose, method, content and steps of enterprise research, as well as the enlightenment and suggestions obtained from enterprise research, hoping to be helpful to enterprise research in the consulting industry.