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.

发现竞争优势和劣势。企业研究可以帮助企业深入地分析自己和标杆企业的优势和劣势，包括资源、能力、技术、产品、服务、品牌、渠道、价格、推广等各个方面，从而为企业的竞争策略提供指导。

制定有效的竞争策略。企业研究可以帮助企业制定针对不同标杆企业的不同竞争策略，包括差异化策略、聚焦策略、领先策略、跟随策略等，从而为企业的市场竞争提供支持。

找到竞争的突破口。企业研究可以帮助企业找到标杆企业的弱点和漏洞，以及自身的优势和机会，从而为企业的市场突破提供方向。

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.

标杆企业的应对策略。包括标杆企业对自身和市场的分析、标杆企业的战略选择、标杆企业的行动计划等。

Methods and Steps of 3. Enterprise Research

The main methods of enterprise research are as follows:

桌面研究。指通过收集和整理标杆企业的公开信息，如官方网站、年报、新闻、社交媒体、行业报告、市场调研报告等，获取标杆企业的基本情况和一般动态。

实地考察。指通过亲自或委托第三方到标杆企业的经营场所、销售网点、生产基地等，进行实地观察和体验，获取标杆企业的具体情况和深层动态。

深度调研。指通过与标杆企业的内部人员、合作伙伴、客户、供应商、行业专家等进行深入的沟通和交流，获取标杆企业的隐性信息和关键动态。

模拟分析。指通过运用各种分析工具和模型，如SWOT分析、波特五力分析、价值链分析、VRIO分析等，对标杆企业的信息进行系统的分析和评估，获取标杆企业的竞争力和战略方向。

The main steps of enterprise research are as follows:

确定标杆企业的范围和类型。根据市场定位、产品类别、目标客户、地域覆盖等标准，确定需要调研的标杆企业的范围和类型，如直接标杆企业、潜在标杆企业、替代品标杆企业等。

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.

执行企业研究的计划。根据调研的方案，执行企业研究的计划，包括收集标杆企业的信息、分析标杆企业的竞争力、制定标杆企业的应对策略等。

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:

确定标杆企业的范围和类型。尚普咨询根据该企业的市场定位和产品类别，确定了其主要的标杆企业的范围和类型，包括国内的海尔、美的、格力等，以及国外的三星、LG、西门子等。

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, in-depth research and simulation analysis to collect and analyze information from benchmarking companies.

执行企业研究的计划。尚普咨询根据调研的方案，执行了企业研究的计划，包括收集标杆企业的信息、分析标杆企业的竞争力、制定标杆企业的应对策略等。尚普咨询从企业概况、产品组合、价格策略、渠道策略、推广策略等多个方面，对标杆企业进行了全面的比较和评估，发现了标杆企业的优势和劣势、威胁和机会、核心竞争力和核心弱点等，以及自身的优势和劣势、威胁和机会、核心竞争力和核心弱点等。尚普咨询还运用了SWOT分析、波特五力分析、价值链分析、VRIO分析等多种分析工具和模型，对标杆企业的信息进行了系统的分析和评估，得出了标杆企业的竞争力和战略方向等。

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, in-depth research and simulation analysis to collect and analyze information from benchmarking companies.

执行企业研究的计划。尚普咨询根据调研的方案，执行了企业研究的计划，包括收集标杆企业的信息、分析标杆企业的竞争力、制定标杆企业的应对策略等。尚普咨询从企业概况、产品组合、价格策略、渠道策略、推广策略等多个方面，对标杆企业进行了全面的比较和评估，发现了标杆企业的优势和劣势、威胁和机会、核心竞争力和核心弱点等，以及自身的优势和劣势、威胁和机会、核心竞争力和核心弱点等。尚普咨询还运用了SWOT分析、波特五力分析、价值链分析、VRIO分析等多种分析工具和模型，对标杆企业的信息进行了系统的分析和评估，得出了标杆企业的竞争力和战略方向等。

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.