Purpose of Enterprise Research

Enterprise research refers to the process of collecting, analyzing and evaluating the relevant information of benchmarking enterprises to understand the basic situation, strategic intention, core competence, market performance and development trend of benchmarking enterprises, so as to provide reference and basis for the strategic decision-making of enterprises. The main purpose of enterprise research is the following:

Identification of benchmarking enterprises: Through enterprise research, we can identify the direct benchmarking enterprises and potential benchmarking enterprises faced by enterprises, as well as their size, status, characteristics, etc., so as to determine the scope of competition and competitive priority of enterprises.

Understand benchmarking enterprises: through enterprise research, we can deeply understand the strategic objectives, organizational structure, product portfolio, price strategy, channel layout, promotion methods, customer groups, brand image, financial status, innovation ability, risk factors, etc. of benchmarking enterprises, so as to reveal the advantages and disadvantages of benchmarking enterprises, as well as their behavior patterns and logic.

Predict benchmarking enterprises: Through enterprise research, we can predict the development trend, market share, competitive strategy and response measures of benchmarking enterprises according to the historical data, current situation analysis and future planning of benchmarking enterprises, so as to prepare for the response in advance and seize the opportunity.

Comparing benchmarking companies: Through corporate research, you can compare your products, services, brands, marketing, etc. with benchmarking companies to find out your strengths and weaknesses, as well as the degree of differentiation and homogenization, so as to determine your own market Positioning and competitive advantage.

Learning benchmarking enterprises: through enterprise research, we can learn from the successful experience and failure lessons of benchmarking enterprises, absorb and introduce the advanced technology and management methods of benchmarking enterprises, innovate and improve their own products, services, brands, marketing and other aspects, so as to enhance their market competitiveness.

Content of Enterprise Research

The content of enterprise research refers to the information that needs to be collected and analyzed in the process of enterprise research, which generally includes the following aspects:

Basic information: the name, address, telephone number, website, legal representative, registered capital, establishment time, business scope, organizational structure, shareholder composition, main personnel, branches, etc. of the benchmark enterprise.

Strategic information: the mission, vision, values, strategic objectives, strategic direction, strategic measures, strategic assessment, etc. of the benchmarking enterprise.

Product information: product type, product characteristics, product quality, product function, product performance, product design, product innovation, product life cycle, product portfolio, product pricing, product promotion, product packaging, product service, etc.

Market information: market positioning, market share, market growth, market distribution, market penetration, market segmentation, market entry, market exit, market demand, market forecast, etc.

Customer information: target customers, existing customers, potential customers, loyal customers, lost customers, customer satisfaction, customer loyalty, customer needs, customer preferences, customer behavior, customer feedback, etc.

Channel information: sales channels, distribution channels, logistics channels, service channels, channel models, channel structure, channel coverage, channel management, channel efficiency, channel cooperation, channel conflicts, etc.

Promotion information: brand image, brand positioning, brand proposition, brand value, brand awareness, brand reputation, brand loyalty, brand communication, brand innovation, brand protection, etc.

Financial information: benchmark enterprise balance sheet, profit statement, cash flow statement, financial ratio, financial position, financial risk, financial budget, financial plan, financial objectives, financial analysis, etc.

Innovation information: innovation concept, innovation strategy, innovation ability, innovation resources, innovation mechanism, innovation project, innovation achievement, innovation evaluation, innovation risk, innovation trend, etc.

Risk information: internal risk, external risk, market risk, financial risk, technical risk, legal risk, policy risk, competitive risk, moral risk, crisis risk, etc.

Methods of Enterprise Research

The method of enterprise research refers to the technical means of information collection and analysis used in the process of enterprise research, which generally includes the following:

Literature method: by consulting the official website, annual report, announcement, news, recruitment, patents, trademarks, certificates, awards, papers, periodicals, books, newspapers, magazines and other public literature, to obtain the basic information, strategic information, product information, financial information, innovation information, etc.

Research method: through face-to-face or telephone research with employees, customers, suppliers, partners, industry experts, media personages, government officials, industry associations, research institutions and other relevant personnel of benchmarking enterprises, obtain market information, customer information, channel information, promotion information, risk information, etc.

Observation method: observe the product display, service quality, marketing methods, customer response, market dynamics of benchmarking enterprises by visiting the production base, sales outlets, exhibition sites, activity venues, etc. of benchmarking enterprises, or through the Internet, television, radio, newspapers and other media.

Experimental method: by purchasing the products or services of benchmarking enterprises, or by simulating the market behavior of benchmarking enterprises, the actual testing, evaluation, comparison, feedback, etc., so as to understand the product performance, service level, price strategy, customer satisfaction and so on.

Analysis method: through the use of SWOT analysis, Porter's five forces analysis, value chain analysis, core competitiveness analysis, competitive advantage analysis, market share analysis, market growth analysis, market segmentation analysis, market positioning analysis, market demand analysis, market forecast analysis and other theories and tools, the information of benchmarking enterprises is systematically sorted, summarized, analyzed and evaluated, thus, the advantages and disadvantages, opportunities and threats, strategies and tactics, behaviors and trends of benchmarking enterprises are obtained.

Steps of Enterprise Research

The steps of enterprise research refer to the logical sequence that needs to be followed in the process of enterprise research, which generally includes the following steps:

Determine research objectives: clarify the purpose, scope, content, requirements, standards, etc. of enterprise research, formulate research plans and programs, allocate research tasks and resources, determine research time and budget, etc.

Identifying benchmarking enterprises: according to the market positioning and competitive advantages of the enterprise, determine the industry and market in which the enterprise is located, analyze the structure and laws of the industry, and identify the direct benchmarking enterprises and potential benchmarking enterprises of the enterprise, as well as their scale, status and characteristics.

Collect benchmarking enterprise information: according to the research objectives and contents, select appropriate research methods, such as literature method, research method, observation method, experimental method, etc., and collect basic information, strategic information, product information, market information, customer information, channel information, promotion information, financial information, innovation information, risk information, etc. of benchmarking enterprises from various channels and ways.

Analyze the information of benchmarking enterprises: according to the research objectives and contents, use reasonable analysis methods, such as SWOT analysis, Porter's five forces analysis, value chain analysis, core competitiveness analysis, competitive advantage analysis, market share analysis, market growth analysis, market segmentation analysis, market positioning analysis, market demand analysis, market forecast analysis, etc., to systematically organize, summarize, analyze and evaluate the information of benchmarking enterprises, thus, the advantages and disadvantages, opportunities and threats, strategies and tactics, behaviors and trends of benchmarking enterprises are obtained.

Compile benchmarking enterprise report: according to the research objectives and contents, write benchmarking enterprise report, including research background, research objectives, research methods, research results, research analysis, research suggestions, research summary, etc., in the form of text, charts, data, etc., clearly, accurately and completely present the information and analysis of benchmarking enterprises.

Formulate coping strategies for benchmarking enterprises: according to the report of benchmarking enterprises, combined with the enterprise's own situation and market environment, formulate coping strategies for different benchmarking enterprises, including competition strategy, product strategy, price strategy, channel strategy, promotion strategy, innovation strategy, risk strategy, etc., in order to enhance the market competitiveness and profitability of enterprises.

Considerations for Enterprise Research

The considerations of enterprise research refer to the principles and norms that need to be observed in the process of enterprise research, which generally include the following points:

Follow laws and regulations: enterprise research should be conducted within the scope of legal compliance, shall not infringe upon the intellectual property rights, trade secrets, privacy rights, etc. of benchmarking enterprises, and shall not use illegal or immoral means, such as theft, eavesdropping, bribery, threats, defamation, etc., to obtain the information of benchmarking enterprises.

Maintaining objectivity and impartiality: enterprise research should be based on facts, and should not be subjective, biased, exaggerated, distorted and tampered with, etc., to collect and analyze the information of benchmarking enterprises, and should not affect the evaluation and judgment of benchmarking enterprises because of the emotions, prejudices and interests of individuals or teams.

Pay attention to information quality: enterprise research should ensure the authenticity, accuracy, completeness, timeliness and relevance of information, and should not use outdated, wrong, false and irrelevant information to analyze and evaluate benchmarking enterprises.

Pay attention to information security: enterprise research should protect their own information, shall not disclose to benchmarking enterprises or third parties, shall not let benchmarking enterprises or third parties know their own research purposes, contents, methods, results, etc., and shall not cause their own competitive disadvantages or risks because of information security problems.

Pay attention to information update: enterprise research should pay attention to the latest developments and changes of benchmarking enterprises at any time, update the information of benchmarking enterprises in a timely manner, and shall not use outdated, outdated and lagging information to analyze and evaluate benchmarking enterprises.

Pay attention to the application of information: the ultimate goal of enterprise research is to enhance the market competitiveness and profitability of enterprises. Therefore, the information and analysis of enterprise research should be transformed into specific actions and measures, which should not only stay at the level of reports and documents, and should not waste competitive resources or lose competitive effects because of the application of information.

Champ Consulting's Corporate Research Case

Shangpu Consulting is a consulting company specializing in industry research, market research, investment and financing consulting, IPO listing consulting and other fields. It has many years of consulting experience and many successful cases to provide customers with high-quality consulting services and solutions. In terms of enterprise research, Shangpu Consulting also has a wealth of practice and results. The following are some typical enterprise research cases:

A home appliance enterprise enterprise research: the enterprise is a professional production and sales of air conditioning, refrigerators, washing machines and other household appliances products enterprises, facing fierce market competition, hope through enterprise research, to understand their competitive position and competitive advantage in the home appliance industry, as well as benchmarking enterprise strategy and strategy, so as to formulate effective competitive countermeasures. Shangpu Consulting conducted a comprehensive enterprise research for the enterprise, including identifying benchmarking enterprises, collecting benchmarking enterprise information, analyzing benchmarking enterprise information, preparing benchmarking enterprise reports, formulating benchmarking enterprise coping strategies, etc., and provided the following suggestions for the enterprise:

In terms of products, the company should strengthen product innovation and differentiation, improve product functions, performance, design, quality, etc., meet the needs and preferences of different customers, increase the added value and attractiveness of products, and increase product market share and Profit margin.

In terms of price, the company should adopt a flexible pricing strategy to determine a reasonable price range and price level based on factors such as product cost, value, competitiveness, market demand, and the price of benchmarking companies, so as to optimize and maximize prices and increase price competitiveness and profit margins.

In terms of channels, the company should expand multiple channel models, including online and offline channels, such as e-commerce platforms, specialty stores, chain stores, distributors, agents, etc., to achieve channel coverage and penetration, and increase channel efficiency And effectiveness, improve channel competitiveness and cooperation.

In terms of promotion, the company should strengthen brand building and marketing activities, enhance brand awareness, reputation, loyalty, etc., and spread the brand's image, proposition, value, etc. through advertising, public relations, activities, social media, etc., to increase the brand The influence and attractiveness of the brand improve the competitiveness and protection of the brand.

A medical device enterprise enterprise research: the enterprise is a professional production and sales of medical device products enterprises, facing industry change and competition, hope through enterprise research, to understand their competitive position and competitive advantage in the medical device industry, as well as the strategy and strategy of benchmarking enterprises, so as to formulate effective competitive countermeasures. Shangpu Consulting conducted a comprehensive enterprise research for the enterprise, including identifying benchmarking enterprises, collecting benchmarking enterprise information, analyzing benchmarking enterprise information, preparing benchmarking enterprise reports, formulating benchmarking enterprise coping strategies, etc., and provided the following suggestions for the enterprise:

In terms of products, the company should pay attention to the quality and safety of products, comply with national and industry standards and specifications, and improve the reputation and reputation of products by obtaining relevant certificates, certifications, awards, etc., to meet customer needs and expectations, and increase products Market share and profit margin.

In terms of price, the enterprise should adopt a reasonable price strategy, according to the cost of the product, value, competitiveness, market demand, the price of the benchmark enterprise and other factors, to determine a reasonable price range and price level, to achieve price optimization and maximization, increase price competitiveness and profit margins.

In terms of channels, the company should establish stable channel cooperation, establish long-term cooperative relationships with channel partners such as hospitals, clinics, pharmacies, and insurance companies, provide high-quality products and services, achieve channel coverage and penetration, and increase channels. Efficiency and effectiveness, improve channel competitiveness and cooperation.

In terms of promotion, the company should strengthen professional promotion activities, show the characteristics, advantages, and effects of products by participating in industry exhibitions, forums, seminars, etc., and communicate and cooperate with industry experts, scholars, and media to spread The knowledge, technology, value, etc. of the product increase the influence and attractiveness of the product, and improve the competitiveness and protection of the product.

Enterprise research of an education and training enterprise: the enterprise is a professional education and training enterprise providing English training, study abroad consulting, immigration services, etc., facing the saturation and competition of the market, hope that through enterprise research, understand their competitive position and competitive advantage in the education and training industry, as well as the strategy and strategy of benchmarking enterprises, so as to formulate effective competitive countermeasures. Shangpu Consulting conducted a comprehensive enterprise research for the enterprise, including identifying benchmarking enterprises, collecting benchmarking enterprise information, analyzing benchmarking enterprise information, preparing benchmarking enterprise reports, formulating benchmarking enterprise coping strategies, etc., and provided the following suggestions for the enterprise:

In terms of products, the company should pay attention to the quality and effect of the products, provide English training, study abroad consulting, immigration services, etc. that meet the needs and levels of customers, and improve the reputation and reputation of the products by obtaining relevant certificates, certifications, awards, etc. Satisfy customer expectations and satisfaction, and increase product market share and profit margins.

In terms of price, the enterprise should adopt a reasonable price strategy, according to the cost of the product, value, competitiveness, market demand, the price of the benchmark enterprise and other factors, to determine a reasonable price range and price level, to achieve price optimization and maximization, increase price competitiveness and profit margins.

In terms of channels, the enterprise should use a variety of channels, including online and offline channels, such as websites, APP, WeChat, microblog, QQ, telephone, SMS, email, leaflets, posters, advertisements, etc., to realize the coverage and penetration of channels, increase the efficiency and effect of channels, and improve the competitiveness and cooperation of channels.

In terms of promotion, the company should strengthen brand building and marketing activities, improve brand awareness, reputation, loyalty, etc., through participating in industry exhibitions, forums, seminars, etc., to show product characteristics, advantages, effects, etc., and industry Communicate and cooperate with experts, scholars, media, etc., spread the knowledge, technology, value, etc. of the product, and increase the influence and attractiveness of the product, improve the competitiveness and protection of products.