Purpose of 1. Enterprise Research

Enterprise research refers to a consulting service that provides targeted suggestions and solutions to customers by collecting, analyzing and evaluating the information of benchmarking enterprises to understand the strategies, capabilities, strengths, weaknesses, behaviors and trends of benchmarking enterprises.

The main purposes of enterprise research are as follows:

Understand the competitive environment. Enterprise research can help enterprises to fully understand their own market environment, including market size, market structure, market trends, market demand, market opportunities, etc., so as to provide a basis for strategic decision-making.

Discover competitive strengths and weaknesses. Enterprise research can help enterprises to deeply analyze the advantages and disadvantages of themselves and benchmarking enterprises, including resources, capabilities, technology, products, services, brands, channels, prices, promotion and other aspects, so as to provide guidance for the competitive strategy of enterprises.

Develop effective competitive strategies. Enterprise research can help enterprises to formulate different competitive strategies for different benchmarking enterprises, including differentiation strategy, focusing strategy, leading strategy, following strategy, etc., so as to support the market competition of enterprises.

Find the competition breakthrough. Enterprise research can help enterprises find the weaknesses and loopholes of benchmarking enterprises, as well as their own advantages and opportunities, so as to provide direction for the market breakthrough of enterprises.

Content of 2. Enterprise Research

The content of enterprise research mainly includes the following aspects:

Enterprise Profile. Including the basic information, development process, organizational structure, management team, financial situation, strategic objectives, corporate culture, etc.

product portfolio. Including product types, functions, characteristics, quality, technology, design, innovation, life cycle, etc.

price strategy. Including price level, range, structure, change, elasticity, cost, profit, etc.

Channel strategy. Including the type, quantity, distribution, coverage, control, service, efficiency, etc.

Promotion strategy. Including the promotion of the target, content, form, media, frequency, effect, etc.

Competitiveness analysis. Including strengths and weaknesses, threats and opportunities, core competencies and core weaknesses.

coping strategies of benchmarking enterprises. Including the benchmarking enterprise's analysis of itself and the market, the strategic choice of the benchmarking enterprise, the action plan of the benchmarking enterprise, etc.

Methods and Steps of 3. Enterprise Research

The main methods of enterprise research are as follows:

Desktop research. Refers to the collection and collation of public information of benchmarking enterprises, such as official websites, annual reports, news, social media, industry reports, market research reports, etc., to obtain the basic situation and general trends of benchmarking enterprises.

Field trips. It refers to the field observation and experience of benchmarking enterprises by personally or entrusting a third party to the business premises, sales outlets and production bases of benchmarking enterprises, so as to obtain the specific situation and deep dynamics of benchmarking enterprises.

Corporate research. It refers to obtaining the hidden information and key developments of the benchmarking enterprise through in-depth communication and exchange with the internal personnel, partners, customers, suppliers, industry experts, etc.

Simulation analysis. Refers to the use of various analytical tools and models, such as SWOT analysis, Porter's five forces analysis, value chain analysis, VRIO analysis, etc., to systematically analyze and evaluate the information of benchmarking enterprises to obtain the competitiveness and strategic direction of benchmarking enterprises.

The main steps of enterprise research are as follows:

Determine the scope and type of benchmarking enterprise. According to the market positioning, product category, target customers, geographical coverage and other criteria, determine the scope and type of benchmarking enterprises that need to be investigated, such as direct benchmarking enterprises, potential benchmarking enterprises, substitute benchmarking enterprises, etc.

Design corporate research programs. Determine the business research program based on the purpose of the survey. According to the purpose, content, method and budget of the research, design the plan of the enterprise research, including the time, personnel, resources, tools and processes of the research.

Execute plans for corporate research. According to the research plan, implement the enterprise research plan, including collecting the information of benchmarking enterprises, analyzing the competitiveness of benchmarking enterprises, and formulating the coping strategies of benchmarking enterprises.

Export the report of the enterprise research. According to the results of the research, output the report of the enterprise research, including the purpose, method, process,Conclusionrecommendations, etc.

A Case Study of 4. Enterprise Research

In order to better illustrate the value and significance of enterprise research, we analyze the process and effect of enterprise research in the light of the actual case of Shangpu Consulting.

Case 1: Enterprise Research of a Home Appliance Enterprise

A home appliance company is one of the largest home appliance manufacturers in China, with a number of well-known brands and product lines, covering TVs, refrigerators, washing machines, air conditioners, microwave ovens and other fields. The company is facing fierce competition from home and abroad, especially in the high-end market, where its competitiveness is relatively weak and its market share has declined. The company hopes to find a breakthrough to enhance its competitiveness and increase its share of the high-end market through corporate research.

Champu Consulting provides enterprise research services for the enterprise, which mainly includes the following steps:

Determine the scope and type of benchmarking enterprise. According to the company's market positioning and product categories, Shangpu Consulting has determined the scope and types of its main benchmarking companies, including domestic Haier, Midea, Gree, etc., as well as foreign Samsung, LG, Siemens, etc.

Design corporate research programs. According to the research purpose and budget of the enterprise, Shangpu Consulting has designed the research plan of the enterprise, including the time, personnel, resources, tools and processes of the research. Shangpu Consulting uses a variety of methods such as desktop research, field visits, enterprise research and simulation analysis to collect and analyze information from benchmarking enterprises.

Execute plans for corporate research. According to the research plan, Shangpu Consulting implemented the enterprise research plan, including collecting the information of benchmarking enterprises, analyzing the competitiveness of benchmarking enterprises, and formulating the coping strategies of benchmarking enterprises. Shangpu Consulting has conducted a comprehensive comparison and evaluation of benchmarking enterprises from the aspects of enterprise profile, product portfolio, price strategy, channel strategy, promotion strategy, etc., and found the advantages and disadvantages, threats and opportunities, core competitiveness and core weaknesses of benchmarking enterprises, as well as their own advantages and disadvantages, threats and opportunities, core competitiveness and core weaknesses. Shangpu Consulting also used SWOT analysis, Porter five-force analysis, value chain analysis, VRIO analysis and other analytical tools and models to systematically analyze and evaluate the information of benchmarking enterprises, and obtain the competitiveness and strategic direction of benchmarking enterprises.

Export the report of the enterprise research. Based on the results of the survey, Shangpu Consulting exported a report on corporate research, including the purpose, methodology, process, and,Conclusionrecommendations, etc. Champ Consulting made the following recommendations for the company:

Enhance the innovation ability of products, develop products that are more in line with the needs of the high-end market, and enhance the added value and differentiation of products;

Adjust the price strategy, according to different products, markets and customers, formulate a reasonable price range and structure, improve the price competitiveness and profit margin;

Optimize the channel strategy, expand the channel coverage and control of the high-end market, improve the service and efficiency of the channel, and increase the loyalty and satisfaction of the channel;

Strengthen promotion strategies, enhance brand awareness and reputation, increase product exposure and influence, and enhance product attractiveness and trust.

After receiving the enterprise research report of Shangpu consulting, the enterprise expressed high recognition and satisfaction with the service of Shangpu consulting, and said that it would formulate and implement corresponding competitive strategies according to the suggestions of Shangpu consulting, so as to enhance its competitiveness and increase its share of high-end market.

Case 2: Enterprise Research of a Financial Enterprise

A financial enterprise is one of the largest financial service providers in China, with multiple business sectors and product lines, covering banking, insurance, securities, funds, trust and other fields. The enterprise is facing fierce competition from home and abroad, especially in the field of Internet finance, its competitiveness is relatively weak, and its market share has declined. The company hopes to find a breakthrough to enhance its competitiveness through corporate research and increase its share of the Internet financial market.

Champu Consulting provides enterprise research services for the enterprise, which mainly includes the following steps:

Define the scope and types of benchmark enterprises. According to the market positioning and product categories of the enterprise, Shangpu Consulting has determined the scope and types of its main benchmarking enterprises, including domestic Ant Group, Tencent Finance, Jingdong Finance, etc., as well as foreign PayPal, Visa, MasterCard, etc.

Design corporate research programs. According to the research purpose and budget of the enterprise, Shangpu Consulting has designed the research plan of the enterprise, including the time, personnel, resources, tools and processes of the research. Shangpu Consulting uses a variety of methods such as desktop research, field visits, enterprise research and simulation analysis to collect and analyze information from benchmarking enterprises.

Execute plans for corporate research. According to the research plan, Shangpu Consulting implemented the enterprise research plan, including collecting the information of benchmarking enterprises, analyzing the competitiveness of benchmarking enterprises, and formulating the coping strategies of benchmarking enterprises. Shangpu Consulting has conducted a comprehensive comparison and evaluation of benchmarking enterprises from the aspects of enterprise profile, product portfolio, price strategy, channel strategy, promotion strategy, etc., and found the advantages and disadvantages, threats and opportunities, core competitiveness and core weaknesses of benchmarking enterprises, as well as their own advantages and disadvantages, threats and opportunities, core competitiveness and core weaknesses. Shangpu Consulting also used SWOT analysis, Porter five-force analysis, value chain analysis, VRIO analysis and other analytical tools and models to systematically analyze and evaluate the information of benchmarking enterprises, and obtain the competitiveness and strategic direction of benchmarking enterprises.

Export the report of the enterprise research. Based on the results of the survey, Shangpu Consulting exported a report on corporate research, including the purpose, methodology, process, and,Conclusionrecommendations, etc. Champ Consulting made the following recommendations for the company:

Enhance the innovation ability of products, develop products that are more in line with the needs of the Internet financial market, and enhance the added value and differentiation of products;

Adjust the price strategy, according to different products, markets and customers, formulate a reasonable price range and structure, improve the price competitiveness and profit margin;

Optimize the channel strategy, expand the channel coverage and control of the Internet financial market, improve the service and efficiency of the channel, and increase the loyalty and satisfaction of the channel;

Strengthen promotion strategies, enhance brand awareness and reputation, increase product exposure and influence, and enhance product attractiveness and trust.

After receiving the enterprise research report of Shangpu consulting, the enterprise expressed high recognition and satisfaction with the service of Shangpu consulting, and said that it would formulate and implement corresponding competition strategies according to the suggestions of Shangpu consulting, so as to enhance its competitiveness and increase its share of Internet financial market.