Enterprise research refers to the process of collecting, sorting, analyzing and evaluating information related to enterprise competition, understanding the basic situation, advantages and disadvantages, strategies and actions, market performance and development trends of benchmarking enterprises, so as to evaluate the competitive environment and competitiveness, and formulate corresponding competitive strategies and countermeasures.

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

Help enterprises to clarify their own market positioning and goals, find out their own advantages and disadvantages, and enhance their core competitiveness;

Help enterprises to understand the strategic intention and action plan of benchmarking enterprises, predict the trend and change of benchmarking enterprises, and make timely response and adjustment;

Help enterprises find the advantages and disadvantages of benchmarking enterprises, learn from the successful experience and lessons of benchmarking enterprises, and avoid repeated mistakes and waste of resources;

Help enterprises identify and grasp market opportunities and threats, discover and create market needs and gaps, expand and develop market potential and value;

Help enterprises to establish and maintain a good competitive relationship, achieve win-win cooperation and common development, and promote the health and progress of the industry.

Common Problems and Solutions in Enterprise Research

Question 1: How to determine the research object and scope?

Answer: Determining the research object and scope is the first and most important step in corporate research. The determination of the research object and scope needs to be comprehensively considered and selected according to the strategic objectives and market positioning of the enterprise, as well as the characteristics and changes of the competitive environment. In general, there are several principles and methods:

Take the market demand as the guide, select the benchmark enterprises with the same or similar products or services, or can meet the needs of the same kind of customers as the research objects;

Taking market share as a reference, benchmark enterprises with high sales or sales volume, or strong growth momentum or potential in the target market are selected as the research objects;

Based on the market influence, select the benchmark enterprises with high popularity or reputation in the target market, or with strong innovation ability or leadership as the research objects;

Taking the market change as the motivation, the benchmarking enterprises with large changes or fluctuations in the target market, or with strong threats or opportunities are selected as the research objects;

Based on market segmentation, benchmark enterprises with obvious segmentation characteristics or advantages in the target market, or with strong differentiation or customization are selected as the research objects.

While determining the research object, it is also necessary to determine the scope of the research, that is, the depth and breadth of the research. The depth of research refers to the depth of the research content and details of each benchmarking enterprise; the breadth of research refers to the degree of coverage of the number and type of benchmarking enterprises. The depth and breadth of the research requires a reasonable balance and trade-off based on the resources and capabilities of the company, as well as the purpose and focus of the research. In general, there are several principles and methods:

Focus on benchmarking enterprises and conduct comprehensive and in-depth research on them, including their basic situation, strategic direction, market performance, product characteristics, price strategy, channel layout, promotion methods, advantages and disadvantages, etc;

The general benchmarking enterprises are supplemented by a general and brief survey of them, focusing on their basic situation, market share, product line, price range, channel model, promotion means and other major aspects;

Using potential benchmarking enterprises as a reference, the research on their prediction and analysis focuses on their willingness to enter, barriers to entry, entry mode, entry impact and other possible aspects.

Case: As a professional market research, investment consulting, and IPO consulting agency, in order to enhance its market competitiveness, Shangpu Consulting has conducted systematic research on its benchmarking companies. In determining the subject and scope of the survey, Champ Consulting used the following methodology:

According to their own business areas and target markets, benchmarking enterprises are divided into three categories: similar benchmarking enterprises, heterogeneous benchmarking enterprises, and cross-border benchmarking enterprises. Similar benchmarking enterprises refer to institutions that provide the same or similar consulting services as Champ Consulting, such as Analysys Consulting, Sadie Consulting, Zero Point Research, etc. Heterogeneous benchmarking enterprises refer to institutions that provide different but related consulting services from Champ Consulting, such as Deloitte, PricewaterhouseCoopers, McKinsey, etc. Cross-border benchmarking enterprises refer to institutions that provide different and unrelated consulting services from Champ Consulting, such as Baidu, Alibaba, Tencent, etc.

According to the category and importance of benchmarking enterprises, benchmarking enterprises are divided into three levels: first-level benchmarking enterprises, second-level benchmarking enterprises and third-level benchmarking enterprises. The first-level benchmarking enterprise refers to the institutions that have direct competitive relationship with Shangpu Consulting in the business field and target market, such as Analysys Consulting, Sadie Consulting, etc.; the second-level benchmarking enterprise refers to the institutions that have indirect competitive relationship with Shangpu Consulting in the business field or target market, such as Deloitte, PricewaterhouseCoopers, etc; level 3 benchmarking companies refer to institutions that have potential competitive relationships with Shangpu Consulting in their business areas and target markets, such as Baidu and Alibaba.

Determine the depth and breadth of the research based on the category and level of the benchmarking enterprise. For the first-level benchmarking enterprises, Shangpu Consulting conducted in-depth and comprehensive research, covering their strategic planning, business model, organizational structure, financial status, market share, customer satisfaction, product innovation, service quality, brand image, competition Advantages and other aspects; for the second-level benchmarking enterprises, Shangpu Consulting conducted a brief and general research, it mainly focuses on its business scope, market positioning, product line, price strategy, channel mode, promotion means, partners, competitive disadvantages, etc. For the third-level benchmark enterprises, Shangpu Consulting conducted analysis and prediction research, mainly focusing on their entry motivation, entry barriers, entry mode, entry impact and so on.

Question 2: How to collect and analyze effective data?

Answer: Collecting and analyzing effective data is the second and most critical step in business research. The quality and quantity of data directly affect the accuracy and reliability of the survey. Collecting and analyzing effective data requires appropriate data sources and data tools, scientific data methods and data processes, clear data objectives and data indicators, and rigorous data verification and data evaluation. In general, there are several principles and methods:

Supported by systematic data tools, select appropriate data collection and data analysis tools to improve data collection efficiency and analysis results. Data collection tools can be divided into active collection and passive collection. Active collection refers to the way enterprises move to benchmark enterprises or markets to obtain data, such as questionnaires, research visits, field visits, etc. Passive collection refers to the way enterprises use existing data of benchmark enterprises or markets, such as web crawlers, social media, public reports, etc. The tools of data analysis can be divided into basic analysis and advanced analysis. Basic analysis refers to descriptive or comparative analysis of data, such as data aggregation, data sorting, data comparison, etc. Advanced analysis refers to inferential or predictive analysis of data, such as data modeling, data mining, data prediction, etc.

Guided by scientific data methodologies, select appropriate data collection and analysis methods to ensure the quality of data collection and the validity of the analysis. Data collection methods can be divided into one-time collection and continuous collection. One-time collection refers to one-time data acquisition of benchmarking enterprises or markets within a certain period of time, such as project research, special research, case analysis, etc. Continuous collection refers to continuous data tracking of benchmarking enterprises or markets within a long-term time span, such as information monitoring, dynamic updating, trend analysis, etc. Data analysis methods can be categorized into univariate analysis and multivariate analysis. Univariate analysis refers to examining data from a single dimension or perspective, such as benchmarking studies, customer analysis, and product analysis. Multivariate analysis, on the other hand, involves analyzing data from multiple dimensions or perspectives, such as comprehensive market analysis, competitiveness assessment, and strategy.

With the process of data flow as a guarantee, follow different data steps and data stages to collect the data of benchmark enterprises, such as preliminary data, intermediate data, final data, raw data, processing data, analysis data, etc;

Guided by rationalized data methods, different data techniques and data techniques are used to analyze the data of benchmarking enterprises, such as descriptive analysis, inferential analysis, predictive analysis, causal analysis, correlation analysis, cluster analysis, etc;

Based on the scientific data model, different data frameworks and data structures are constructed to analyze the data of benchmark enterprises, such as SWOT analysis, PEST analysis, five-force analysis, value chain analysis, Boston matrix, life cycle analysis, etc;

For the purpose of clear data display, different data charts and data languages are used to display the data of benchmark enterprises, such as tables, graphs, images, words, numbers, symbols, etc;

With in-depth data interpretation as the core, different data logic and data thinking are used to interpret the data of benchmarking enterprises, such as data background, data meaning, data enlightenment, data suggestion, data strategy, data action, etc.

Question 3: How to develop a reasonable research method and process?

Answer: developing reasonable research methods and processes is the third and most practical step of enterprise research. The formulation of research methods and processes requires clear research purposes and research priorities, suitable research methods and research time, sound research plans and research teams, and effective research control and research evaluation. In general, there are several principles and methods:

On the premise of clear research purpose, determine the main objectives and expected results of the research, such as understanding the basic situation of benchmarking enterprises, evaluating the advantages and disadvantages of benchmarking enterprises, predicting the development trend of benchmarking enterprises, formulating the coping strategies of benchmarking enterprises, etc;

Choose appropriate research methods and techniques, such as literature research, network research, questionnaire research, research research, observation research, experimental research, etc., according to the content and object of the research;

Take the perfect research plan as the guide, according to the purpose and method of the research, formulate detailed research steps and tasks, such as the scope and object of the research, the time and place of the research, the tools and resources of the research, the division of labor and responsibilities of the research, etc;

With effective research control as the guarantee, according to the research plan and progress, real-time research supervision and adjustment, such as research progress and problems, research quality and efficiency, research risk and response, research improvement and optimization;

Take effective research and evaluation as feedback, and conduct objective research evaluation and summary according to the results and objectives of the research, such as the harvest and shortcomings of the research, the advantages and disadvantages of the research, the experience and lessons of the research, the suggestions and opinions of the research, etc.

Case: In developing the methodology and process for enterprise research, Champ Consulting used the following methods:

On the premise of clear research purposes, the main objectives and expected results of the research are determined, that is, to understand the basic situation of benchmarking enterprises, to evaluate the advantages and disadvantages of benchmarking enterprises, to predict the development trend of benchmarking enterprises, and to formulate the coping strategies of benchmarking enterprises;

According to the content and object of the research, the appropriate research methods and techniques are selected, namely, literature research, network research, questionnaire research, research research, observation research, experimental research, etc;

With the perfect research plan as the guide, according to the purpose and method of the research, the detailed research steps and tasks are formulated, such as the scope and object of the research, the time and place of the research, the tools and resources of the research, the division of labor and responsibilities of the research, etc;

With effective research control as a guarantee, real-time research supervision and adjustment are carried out according to the research plan and progress, such as the progress and problems of the research, the quality and efficiency of the research, the risk and response of the research, the improvement and optimization of the research, etc;

With effective research and evaluation as feedback, according to the results and objectives of the research, an objective research evaluation and summary is carried out, such as the harvest and shortcomings of the research, the advantages and disadvantages of the research, the experience and lessons of the research, the suggestions and opinions of the research, etc.

Question 4: How to avoid research bias and error?

Answer: Avoiding research bias and error is the fourth and most difficult step in corporate research. Research deviations and errors refer to the differences and deviations between the data and information of the research and the actual data and information due to various reasons, which affect the authenticity and effectiveness of the research. To avoid research deviations and errors, it is necessary to have keen research awareness and research literacy, strict research norms and research discipline, correct research attitude and research methods, and sufficient research verification and research correction. In general, there are several principles and methods:

Based on a keen awareness of research, always pay attention to possible deviations and errors in the research process, such as distortion, omission, duplication, redundancy, inconsistency, etc., incomplete, inaccurate, untimely, irrelevant information, etc., analysis of subjective, one-sided, biased, misleading, etc;

With strict research norms as the guarantee, abide by the principles and requirements in the research process, such as the validity, reliability, objectivity, representativeness, etc. of the data, the integrity, accuracy, timeliness, relevance, etc. of the information, and the scientific, systematic, logical and objective nature of the analysis;

Guided by a correct research attitude, discard various prejudices and misunderstandings in the research process, such as personal emotions, preconceptions, self-centeredness, obstinacy, blindly following the trend, etc., to maintain the objectivity of data, the authenticity of information, and the fairness of analysis;

By means of sufficient research and verification, the data and information collected during the research process are verified and compared in many aspects, such as the source, method, scope, time, sample, etc. of the data, the consistency, credibility, validity, completeness, etc. of the information, and the basis, logic, method and conclusion of the analysis;

In time, the research correction is supplemented, and the necessary adjustments and improvements are made to the deviations and errors found in the research process, such as the addition, deletion, modification and update of data, the increase, decrease, change and supplement of information, and the correction, improvement, optimization and promotion of analysis.

Case Study: In avoiding bias and error in corporate research, Champ Consulting has adopted the following methods:

Based on a keen awareness of research, always pay attention to possible deviations and errors in the research process, such as distortion, omission, duplication, redundancy, inconsistency, etc., incomplete, inaccurate, untimely, irrelevant information, etc., analysis of subjective, one-sided, biased, misleading, etc;

With strict research norms as the guarantee, abide by the principles and requirements in the research process, such as the validity, reliability, objectivity, representativeness, etc. of the data, the integrity, accuracy, timeliness, relevance, etc. of the information, and the scientific, systematic, logical and objective nature of the analysis;

Guided by a correct research attitude, discard various prejudices and misunderstandings in the research process, such as personal emotions, preconceptions, self-centeredness, obstinacy, blindly following the trend, etc., to maintain the objectivity of data, the authenticity of information, and the fairness of analysis;

By means of sufficient research and verification, the data and information collected during the research process are verified and compared in many aspects, such as the source, method, scope, time, sample, etc. of the data, the consistency, credibility, validity, completeness, etc. of the information, and the basis, logic, method and conclusion of the analysis;

In time, the research correction is supplemented, and the necessary adjustments and improvements are made to the deviations and errors found in the research process, such as the addition, deletion, modification and update of data, the increase, decrease, change and supplement of information, and the correction, improvement, optimization and promotion of analysis.

Question 5: How to write a business research report?

Answer: Writing a corporate research report is the fifth and final step in corporate research. The writing of research reports requires a clear report structure and report content, a standardized report format and report language, wonderful report highlights and report value, and a sound report annex and report reference. In general, there are several principles and methods:

Organize and arrange the main parts and chapters of the report, such as the report cover, report catalogue, report summary, report body, report conclusion, report recommendation, report attachment, report reference, etc., with a clear report structure as the framework and in a logical order and hierarchy;

Take the standard report format as the standard, follow the general specifications and requirements of report writing, unify and standardize the layout, font, font size, line spacing, page number, title, number, chart, reference, annotation, etc. of the report;

Highlight and display the core content and innovation of the report with the highlights of the report, such as the characteristics, advantages, disadvantages, trends and strategies of the benchmarking enterprise, as well as the impact, enlightenment and suggestions on the enterprise;

Supplemented by a complete report annex, provide and attach relevant information and materials of the report, such as research data, information, analysis, evidence, cases, tools, etc., to increase the credibility and reference of the report.

Case: In writing its corporate research report, Champ Consulting used the following methodology:

With a clear report structure as a framework, organize and arrange the main parts and chapters of the report according to a logical order and hierarchy, such as the report cover, report catalog, reportAbstractReportTextReportConclusionReport recommendations, report attachments, report references, etc;

Take the standard report format as the standard, follow the general specifications and requirements of report writing, unify and standardize the layout, font, font size, line spacing, page number, title, number, chart, reference, annotation, etc. of the report;

Highlight and display the core content and innovation of the report with the highlights of the report, such as the characteristics, advantages, disadvantages, trends and strategies of the benchmarking enterprise, as well as the impact, enlightenment and suggestions on the enterprise;

Supplemented by a complete report annex, provide and attach relevant information and materials of the report, such as research data, information, analysis, evidence, cases, tools, etc., to increase the credibility and reference of the report.