Enterprise research refers to the process of collecting, sorting, analyzing and evaluating the relevant information of benchmarking enterprises to understand the advantages and disadvantages, strategic intentions, behavior patterns, market performance, etc. of benchmarking enterprises, so as to provide reference for enterprises to formulate their own competitive strategies and countermeasures. Corporate research is an important component of corporate strategic management and also serves as one of the foundational tasks of marketing. However, in the course of conducting corporate research, many companies and consulting firms often fall into certain pitfalls, which can result in distorted or invalid survey findings. This paper analyzes three common pitfalls in corporate research from three perspectives: unclear objectives, unscientific methodologies, and lack of objectivity in content. It also offers corresponding recommendations to help companies enhance the quality and effectiveness of their corporate research.

Myth 1: The goal is not clear

What is the goal of enterprise research? This is the first and most important step of enterprise research. If there is no clear goal, it is impossible to determine the scope, content, methods and standards of the research, and it is impossible to effectively use the research results. The goal of enterprise research should be formulated according to the strategic needs of the enterprise and the market situation, and should not blindly pursue comprehensive, meticulous and in-depth, nor can it be superficial, rough and perfunctory at will. The objectives of corporate research should have the following characteristics:

Clarity: The goal should clearly express the theme, object, scope and focus of the research, and avoid vague, vague and generalized expressions.

Quantifiable: The objectives should have specific quantitative indicators and criteria to measure the progress, effectiveness and quality of the research.

Achievable: The goal should be in line with actual conditions and capabilities, neither too conservative nor too idealistic, and must be challenging and feasible.

Time-bound: The target should have a clear time node and deadline to facilitate the planning, implementation and monitoring of the research.

Valuable: The goal should be able to provide valuable information and support for the company's strategy and decision-making, avoiding irrelevant or repetitive research.

Misunderstanding 2: the method is not scientific

What are the methods of business research? This is the second step in business research, and it is also a very critical one. If there is no scientific method, it is impossible to effectively collect, organize, analyze and evaluate the information of benchmarking enterprises, nor can it guarantee the reliability and validity of the research results. The research methods employed in corporate studies should be selected based on the objectives, content, target audience, and context of the investigation. They should not be applied uniformly or pieced together arbitrarily. The methods used in corporate research should possess the following characteristics:

System: The method should follow a certain logic and process, from determining the purpose, scope, object and content of the research, to designing the research plan, tools and samples, to implementing the collection, collation, analysis and evaluation of the research, and finally to outputting the research reports, suggestions and strategies to form a complete system.

Flexible: The method should be adjusted and optimized according to the actual situation and needs of the survey. It should neither rigidly apply a fixed model nor arbitrarily change the original plan. It must have a certain degree of flexibility and adaptability.

Diversity: The method should use a variety of techniques and tools, such as literature analysis, web search, questionnaires, research visits, observation participation, experimental testing, etc., in order to obtain more comprehensive, in-depth and more real benchmarking enterprise information from different angles and levels.

Innovation: The approach should constantly explore and experiment with new technologies and tools, such as big data analytics, artificial intelligence, social media, blockchain, etc., to facilitate more advanced, efficient, and smarter ways to conduct enterprise research.

Misunderstanding three: the content is not objective

What is the content of enterprise research? This is the third and the core step of enterprise research. If there is no objective content, it will not be able to truly reflect the situation of benchmarking enterprises, nor can it accurately formulate its own strategies and measures. The content of enterprise research should be determined according to the objectives, methods, results and feedback of the research, and should not be subjective, biased and one-sided, exaggerated and reduced. The content of enterprise research should have the following characteristics:

Comprehensive: the content should cover all aspects of benchmarking enterprises, such as the basic situation of benchmarking enterprises, development process, strategic intention, core competitiveness, market performance, product characteristics, channel strategy, price strategy, promotion strategy, brand image, customer satisfaction, innovation ability, risk factors, etc., in order to facilitate a comprehensive understanding and evaluation of benchmarking enterprises.

In-depth: The content should explore the internal causes, motivations, logic and laws of the benchmarking enterprise, not just the superficial phenomena, data and facts, so as to facilitate the deep interpretation and prediction of the benchmarking enterprise.

True: The content should reflect the real situation of the benchmarking enterprise, not the propaganda, exaggeration or concealment of the benchmarking enterprise, so as to make an objective and fair evaluation of the competitors.

Targeted: the content should be aimed at the strategic objectives and problems of the enterprise, and put forward targeted suggestions and strategies, rather than generalities or empty things, so that enterprises can take effective actions according to the research results.

Conclusion

Enterprise research is an important basis for enterprises to formulate strategies and decisions, and it is also an effective means for enterprises to learn from and warn and avoid risks. However, in the actual process of enterprise research, many enterprises or consulting institutions will fall into some misunderstandings, resulting in distorted or invalid research results. This paper analyzes the common misunderstandings of enterprise research from three aspects, namely, the goal is not clear, the method is not scientific, the content is not objective, and puts forward the corresponding improvement suggestions to help enterprises improve the quality and effect of enterprise research. The content and recommendations of this paper refer to the many years of corporate research experience and cases of Shangpu Consulting, as follows:

Shangpu Consulting once provided enterprise research services for a leading e-commerce platform in China, helping it to make clear that the goal of the research is to analyze the market share, user satisfaction, product innovation, marketing strategy, etc. of benchmarking enterprises, so as to formulate its own differentiation and advantage strategy.

Shangpu Consulting once provided enterprise research services for an internationally renowned automobile manufacturer, helping it to choose appropriate methods, such as literature analysis, network search, questionnaire survey, research interview, observation and participation, etc., so as to obtain the information of benchmarking enterprises from different angles and levels, such as the technical level, product characteristics, price strategy, brand image, customer demand, etc.

Shangpu Consulting Company once provided enterprise research services for a well-known domestic fast-moving consumer goods enterprise, helping it to determine objective contents, such as the advantages and disadvantages, strategic intention, behavior mode, market performance, etc. of benchmarking enterprises, and put forward targeted suggestions and strategies, such as strengthening its own product innovation, channel expansion, promotion activities, brand building, etc.

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