Definition and Purpose of 1. Benchmarking Enterprise Analysis

The definition of benchmarking enterprise analysis can be interpreted from different angles, but its core content is to conduct a comprehensive understanding and evaluation of the competitors faced by the enterprise in order to formulate effective countermeasures. The main purposes of benchmarking enterprise analysis are as follows:

Identification of benchmarking enterprises: benchmarking enterprises include not only direct competitors, I .e. enterprises that provide the same or similar products or services, but also indirect competitors, I .e. enterprises that provide substitutes or meet the same or similar needs, and potential competitors, I .e. enterprises that are likely to enter the market or expand market share. Identifying the scope and number of benchmarking companies helps companies determine their market positioning and competitive advantage.

Analyze the strategy of benchmarking enterprises: the strategy of benchmarking enterprises refers to a series of actions and decisions taken by benchmarking enterprises to achieve their goals, including the mission, vision, goals, values, core competitiveness, market strategy, product strategy, price strategy, promotion strategy, channel strategy, human resources strategy, financial strategy, etc. Analyzing the strategy of benchmarking enterprises helps enterprises to understand the motivation, intention, ability and behavior of benchmarking enterprises, predict the future trends and reactions of benchmarking enterprises, find out the advantages and disadvantages of benchmarking enterprises, and discover the opportunities and threats of benchmarking enterprises.

Evaluate the performance of benchmarking enterprises: the performance of benchmarking enterprises refers to the actual effect and influence of benchmarking enterprises in the market, including market share, sales, profit margin, customer satisfaction, brand awareness, brand image, brand loyalty, innovation ability, cost efficiency, risk management, etc. Evaluating the performance of benchmarking enterprises helps enterprises to measure the gap and advantages and disadvantages between themselves and benchmarking enterprises, determine their competitiveness and profitability, set reasonable goals and expectations, and adjust their strategies and actions.

Methods and steps of 2. benchmarking enterprise analysis

The methods and steps of benchmarking enterprise analysis can be selected and adjusted according to different situations and needs, but generally include the following stages:

Gathering information: Gathering information is the foundation of benchmarking enterprise analysis, and it is also the most time-consuming and complex stage. The sources of collected information can be divided into internal sources and external sources. Internal sources are the company's own data and information, such as sales reports, financial statements, market research, customer feedback, etc. External sources refer to data and information outside the enterprise, such as the official website of the benchmarking enterprise, social media, news reports, industry reports, government announcements, patent applications, legal proceedings, etc. The methods of collecting information can be divided into active and passive methods. A proactive approach is when an enterprise acquires information from the benchmarking enterprise or related parties, such as purchasing the products or services of the benchmarking enterprise, participating in the activities or exhibitions of the benchmarking enterprise, visiting the customers or suppliers of the benchmarking enterprise, and hiring the employees or consultants of the benchmarking enterprise. The passive approach refers to the use of existing information resources for analysis, such as searching the web, reading literature, subscribing to databases, and using software. The principle of collecting information is to obtain as much information as possible, complete, accurate, new and legal, and to avoid duplication, omission, error, obsolescence and illegality of information.

Collating information: Collating information is the transition of benchmarking enterprise analysis, and it is also the most important and critical stage. The purpose of organizing information is to classify, filter, summarize, sort and organize the collected information for analysis and evaluation. The methods of collating information can be divided into qualitative and quantitative methods. Qualitative methods refer to the use of language, graphics, tables and other forms of information to describe, explain, compare and summarize, such as SWOT analysis, Porter's five forces analysis, value chain analysis, strategic group analysis and so on. Quantitative methods refer to the calculation, measurement, evaluation and prediction of information in the form of numbers, formulas, models, etc., such as financial analysis, market analysis, competitive analysis, risk analysis, etc. The principle of organizing information is to present information as concisely, clearly, logically, systematically and effectively as possible, so as to avoid confusion, ambiguity, contradiction, disorder and ineffectiveness of information.

Analytical information: Analytical information is at the heart of benchmarking business analysis and is the most valuable and meaningful stage. The purpose of analyzing information is to extract useful knowledge and insights from the collated information in order to develop effective strategies and actions. The method of analyzing information can be divided into internal analysis and external analysis. Internal analysis refers to comparing the differences and advantages and disadvantages between oneself and benchmarking enterprises from the perspective of the enterprise itself, finding out their own advantages and disadvantages, determining their own competitiveness and profitability, setting their own goals and expectations, and adjusting their own strategies and actions. External analysis refers to examining the motivation, intention, ability and behavior of benchmarking enterprises from the perspective of market environment, predicting the future trends and reactions of benchmarking enterprises, identifying opportunities and threats of benchmarking enterprises, and formulating their own countermeasures and contingency plans. The principle of analyzing information is to excavate information as objectively, comprehensively, deeply, innovatively and effectively as possible, so as to avoid the problems of one-sided, superficial, superficial, obsolete and ineffective information.

Evaluation information: Evaluation information is the result of benchmarking enterprise analysis, and it is also the most intuitive and practical stage. The purpose of evaluation information is to summarize, summarize, sort and present the analyzed information in order to convey information and recommendations to decision makers or stakeholders. The methods of evaluating information can be divided into qualitative evaluation and quantitative evaluation. Qualitative evaluation refers to the use of language, graphics, tables and other forms of information to describe, explain, compare and summarize, such as strong and weak analysis, strengths and weaknesses analysis, opportunity threat analysis, competitive advantage analysis. Quantitative evaluation refers to the use of numbers, formulas, models and other forms of information calculation, measurement, evaluation and prediction, such as financial evaluation, market evaluation, competitive evaluation, risk evaluation and so on. The principle of evaluating information is to present information as clearly, concisely, logically, systematically and effectively as possible, and to avoid confusion, redundancy, contradiction, disorganization and ineffectiveness of information.

Case and Experience of 3. Benchmarking Enterprise Analysis

The cases and experiences of benchmarking enterprise analysis can be selected and displayed from different industries and fields, but this paper only takes the specific case of benchmarking enterprise analysis services provided by Shangpu Consulting Company for customers in different industries as an example, and makes a brief introduction and analysis, with a view to providing some reference and enlightenment for readers.

Case Study 1: Providing benchmarking analysis services for an automotive manufacturer. The automaker, a globally renowned brand that mainly produces high-end luxury cars, faces fierce competition from other high-end car brands, as well as potential threats from new energy vehicles and shared cars. Champu Consulting provided the following benchmarking corporate analysis services to the automaker:

Gathering information: Champ Consulting collected information on the automaker's main benchmark companies through a variety of channels, including BMW, Mercedes-Benz, Audi, Tesla, Didi, etc. The information collected includes data and information on the history, strategy, product, price, channel, promotion, finance, market, innovation, risk, etc. of the benchmarking enterprise.

Organize information: Champ Consulting has organized the collected information through a variety of tools and methods, including SWOT analysis, Porter Five Forces analysis, value chain analysis, strategic group analysis, financial analysis, market analysis, competitive analysis, risk analysis, etc. The collated information is presented in the form of charts, tables, text, etc. for analysis and evaluation.

Analytical information: Champ Consulting analyzed the collated information from a variety of perspectives and dimensions, including internal and external analysis. The internal analysis mainly starts from the automaker's own point of view, compares the differences and advantages and disadvantages between itself and the benchmark enterprise, finds out its own advantages and disadvantages, determines its own competitiveness and profitability, sets its own goals and expectations, and adjusts its own strategies and actions. External analysis mainly from the perspective of the market environment, to examine the motivation, intention, ability and behavior of benchmarking enterprises, predict the future trends and reactions of benchmarking enterprises, identify the opportunities and threats of benchmarking enterprises, and formulate their own countermeasures and contingency plans.

Evaluation Information: Champ Consulting evaluates the analyzed information in a variety of forms and ways, including qualitative and quantitative evaluations. Qualitative evaluation mainly uses language, graphics, tables and other forms to describe, explain, compare and summarize information, such as strong and weak analysis, advantages and disadvantages analysis, opportunity threat analysis, competitive advantage analysis and so on. Quantitative evaluation mainly uses numbers, formulas, models and other forms to calculate, measure, evaluate and predict information, such as financial evaluation, market evaluation, competitive evaluation, risk evaluation and so on. The post-evaluation information is presented in the form of reports, presentations, recommendations, etc., in order to convey information and recommendations to the vehicle manufacturer.

Case 2: Provide benchmarking enterprise analysis service for an e-commerce platform. The e-commerce platform is a leading domestic brand, mainly providing online shopping, payment, logistics, social and other services, facing fierce competition from other e-commerce platforms, as well as potential threats from offline retail, social media, and content platforms. Champu Consulting provided the following benchmarking enterprise analysis services for the e-commerce platform:

Information collection: Shangpu Consulting has collected information on the main benchmark enterprises of the e-commerce platform through various channels, including Alibaba, Jingdong, Pinduoduo, WeChat, Douyin, etc. The information collected includes data and information on the history, strategy, product, price, channel, promotion, finance, market, innovation, risk, etc. of the benchmarking enterprise.

Organize information: Champ Consulting has organized the collected information through a variety of tools and methods, including SWOT analysis, Porter Five Forces analysis, value chain analysis, strategic group analysis, financial analysis, market analysis, competitive analysis, risk analysis, etc. The collated information is presented in the form of charts, tables, text, etc. for analysis and evaluation.

Analytical information: Champ Consulting analyzed the collated information from a variety of perspectives and dimensions, including internal and external analysis. The internal analysis mainly starts from the perspective of the e-commerce platform itself, compares the differences and advantages and disadvantages between itself and the benchmark enterprises, finds out its own advantages and disadvantages, determines its own competitiveness and profitability, sets its own goals and expectations, and adjusts its own strategies and actions. External analysis mainly from the perspective of the market environment, to examine the motivation, intention, ability and behavior of benchmarking enterprises, predict the future trends and reactions of benchmarking enterprises, identify the opportunities and threats of benchmarking enterprises, and formulate their own countermeasures and contingency plans.

Evaluation Information: Champ Consulting evaluates the analyzed information in a variety of forms and ways, including qualitative and quantitative evaluations. Qualitative evaluation mainly uses language, graphics, tables and other forms to describe, explain, compare and summarize information, such as strong and weak analysis, advantages and disadvantages analysis, opportunity threat analysis, competitive advantage analysis and so on. Quantitative evaluation mainly uses numbers, formulas, models and other forms to calculate, measure, evaluate and predict information, such as financial evaluation, market evaluation, competitive evaluation, risk evaluation and so on. The evaluated information is presented in the form of reports, presentations, recommendations, etc., to facilitate communication of information and recommendations to the e-commerce platform.

Case 3: Provide benchmarking enterprise analysis services for an education and training institution. The education and training institution is a well-known brand in China. It mainly provides online education, vocational training, study abroad consulting and other services. It is facing fierce competition from other education and training institutions, as well as potential threats from public education, autonomous learning, and social learning. Champu Consulting provided the following benchmarking corporate analysis services for the education and training institution:

Collecting information: Shangpu Consulting has collected information on the main benchmark enterprises of the education and training institution through various channels, including New Oriental, Good Future, Netease Youdao, Coursera, LinkedIn, etc. The information collected includes data and information on the history, strategy, product, price, channel, promotion, finance, market, innovation, risk, etc. of the benchmarking enterprise.

Organize information: Champ Consulting has organized the collected information through a variety of tools and methods, including SWOT analysis, Porter Five Forces analysis, value chain analysis, strategic group analysis, financial analysis, market analysis, competitive analysis, risk analysis, etc. The collated information is presented in the form of charts, tables, text, etc. for analysis and evaluation.

Analytical information: Champ Consulting analyzed the collated information from a variety of perspectives and dimensions, including internal and external analysis. The internal analysis mainly starts from the perspective of the education and training institution itself, compares the differences and advantages and disadvantages between itself and the benchmark enterprise, finds out its own advantages and disadvantages, determines its own competitiveness and profitability, sets its own goals and expectations, and adjusts its own strategies and actions. External analysis mainly from the perspective of the market environment, to examine the motivation, intention, ability and behavior of benchmarking enterprises, predict the future trends and reactions of benchmarking enterprises, identify the opportunities and threats of benchmarking enterprises, and formulate their own countermeasures and contingency plans.

Evaluation Information: Champ Consulting evaluates the analyzed information in a variety of forms and ways, including qualitative and quantitative evaluations. Qualitative evaluation mainly uses language, graphics, tables and other forms to describe, explain, compare and summarize information, such as strong and weak analysis, advantages and disadvantages analysis, opportunity threat analysis, competitive advantage analysis and so on. Quantitative evaluation mainly uses numbers, formulas, models and other forms to calculate, measure, evaluate and predict information, such as financial evaluation, market evaluation, competitive evaluation, risk evaluation and so on. The post-evaluation information is presented in the form of reports, presentations, recommendations, etc. to facilitate the communication of information and recommendations to the educational and training institution.