Purpose of Enterprise Research

What is the purpose of enterprise research? Simply put, it is to understand the situation of benchmarking enterprises, so as to provide basis and reference for enterprises to formulate their own strategies and marketing strategies. Specifically, enterprise research can help enterprises to achieve the following purposes:

Identify and define benchmarking enterprises. Benchmarking enterprises include not only direct benchmarking enterprises, but also potential benchmarking enterprises, substitute benchmarking enterprises, indirect benchmarking enterprises, etc. Enterprises need to determine the most important benchmarking enterprises according to their own market positioning, target customers, product characteristics and other factors, as well as their scale, region, market share and other basic information.

Analyze and evaluate the strategies, capabilities, strengths, weaknesses, dynamics and expectations of benchmarking companies. Enterprises need to deeply understand the strategic intention and action logic of benchmarking enterprises, that is, what benchmarking enterprises want to do, why they want to do it, how to do it, how to do it, and so on. At the same time, enterprises need to evaluate the core competitiveness of benchmarking enterprises, that is, which aspects of benchmarking enterprises are stronger than themselves, which aspects are weaker than themselves, as well as the innovation ability and potential threats of benchmarking enterprises. In addition, enterprises need to pay attention to the dynamic changes of benchmarking enterprises, that is, whether benchmarking enterprises have made any major decisions, actions, changes, etc. recently, as well as what benchmarking enterprises may do in the future, what plans, goals, expectations, etc.

Compare and optimize your own strategies and marketing strategies. According to the analysis and evaluation of benchmarking enterprises, enterprises need to find out their own advantages and disadvantages, determine their own differentiation and competitive advantages, and the aspects that need to be improved and improved. At the same time, enterprises need to adjust and optimize their own strategies and marketing strategies according to the dynamics and expectations of benchmarking enterprises in order to meet the challenges of benchmarking enterprises and seize market opportunities.

Content of Enterprise Research

What is the content of enterprise research? Generally speaking, the content of enterprise research can be divided into the following aspects:

Basic information. Including the name, address, contact information, legal representative, registered capital, establishment time, business scope, organizational structure, shareholders, affiliated enterprises, etc.

Financial position. Including the benchmark enterprise's operating income, profit, assets, liabilities, cash flow, financial ratios, etc.

Market conditions. Including the market positioning, target customers, market share, market growth, market share, market satisfaction, market loyalty, etc.

Product condition. Including the product category, product characteristics, product quality, product price, product innovation, product life cycle, product reputation, product guarantee, etc.

Channel status. Including the benchmarking enterprise's channel model, channel number, channel coverage, channel efficiency, channel cooperation, channel management, channel services, etc.

Promotion status. Including the promotion objectives, promotion strategies, promotion content, promotion channels, promotion investment, promotion effect, promotion evaluation, etc.

Human resources situation. Including the scale of personnel, personnel structure, personnel quality, personnel training, personnel motivation, personnel mobility, personnel satisfaction, etc.

Technical condition. Including the technical level of benchmarking enterprises, technological innovation, technology patents, technology cooperation, technology transfer, technology protection, etc.

Status of research and development. Including the benchmarking enterprise's R & D objectives, R & D strategy, R & D content, R & D investment, R & D team, R & D results, R & D evaluation, etc.

Corporate culture status. Including benchmarking enterprise's corporate mission, corporate vision, corporate values, corporate philosophy, corporate spirit, corporate atmosphere, corporate image, etc.

Methods of Enterprise Research

What are the methods of enterprise research? In general, the methods of enterprise research can be divided into the following:

The literature method. That is, by collecting, sorting, and analyzing various documents of benchmarking enterprises, such as official websites, annual reports, announcements, news, reports, papers, patents, trademarks, certificates, etc., to obtain relevant information of benchmarking enterprises.

Observation method. That is, by directly or indirectly observing the behavior, performance and dynamics of benchmarking enterprises, such as visiting factories, stores, exhibitions and activities of benchmarking enterprises, or obtaining relevant information of benchmarking enterprises through the Internet, media and social platforms.

Research method. That is, through communication, communication and research with relevant personnel, customers, suppliers, partners, industry experts, etc. of benchmarking enterprises, relevant information of benchmarking enterprises is obtained.

experimental method. That is, through simulation, testing, comparison, evaluation and other ways, the benchmark enterprise's products, services, technology, etc. are actually tested and analyzed to obtain the relevant information of the benchmark enterprise.

The digital method. That is, by collecting, sorting and analyzing various digital data of benchmarking enterprises, such as sales data, market data, financial data, technical data, etc., to obtain relevant information of benchmarking enterprises.

Case law. That is, by studying, summarizing, and summarizing the success or failure of benchmarking companies, such as new product development, market entry, channel expansion, brand building, crisis response, etc., to obtain relevant information about benchmarking companies.

Trends in Enterprise Research

What is the trend of enterprise research? With the complexity of the market environment and the fierce competition, the methods and contents of enterprise research also need to be constantly innovated and improved. According to the practical experience of Shangpu Consulting, the future direction of enterprise research can be summarized as follows:

Pay more attention to the strategic intention and action logic of benchmarking enterprises, not just the superficial data and information. The strategic intention and action logic of benchmarking enterprises are the core driving force of benchmarking enterprises, and also the biggest uncertainty of benchmarking enterprises. Through in-depth analysis of the strategic objectives, strategic choices, strategic implementation, strategic evaluation, etc. of benchmarking enterprises, we can better predict and respond to the future trends and possible initiatives of benchmarking enterprises.

Pay more attention to the innovation ability and potential threats of benchmarking enterprises, rather than just the existing advantages and disadvantages. The innovation ability and potential threat of benchmarking enterprises are the core competitiveness of benchmarking enterprises, and also the biggest threat to benchmarking enterprises. Through in-depth analysis of benchmarking enterprises' R & D investment, R & D team, R & D results, R & D evaluation, etc., we can better identify and prevent benchmarking enterprises' innovation breakthroughs and disruptive changes.

Make more use of technologies such as big data and artificial intelligence to improve the efficiency and accuracy of enterprise research. Technical means such as big data and artificial intelligence can help enterprises to extract valuable data from massive information, mine meaningful laws from complex data, build useful models from multidimensional data, and generate well-founded predictions from dynamic data, thus improving the efficiency and accuracy of enterprise research.

More integration of enterprise research results and the enterprise's own strategy and marketing decisions, the formation of closed-loop feedback and optimization mechanism. The results of enterprise research are not only to understand the situation of benchmarking enterprises, but also to guide their own strategic and marketing decisions. By combining the results of enterprise research with the enterprise's own strategy and marketing decisions, a closed-loop feedback and optimization mechanism can be formed, thereby improving the competitiveness and market performance of enterprises.

The Case for Corporate Research at Champu Consulting

Shangpu consulting company is a professional market research and strategic consulting company, with many years of experience and ability of enterprise research, providing high-quality enterprise research services for many customers. The following are some examples of corporate research by Champ Consulting for reference:

For an internationally renowned automobile manufacturer, I conducted the research on its main benchmarking enterprises in the Chinese market, including the analysis of the benchmarking enterprises' market share, product line, channel layout, brand image, customer satisfaction, technological innovation, future planning and other aspects, as well as the evaluation of the advantages and disadvantages of the benchmarking enterprises, and formulated targeted market strategies and marketing strategies for customers, help customers to enhance the competitiveness and market share in the Chinese market.

For a leading domestic e-commerce platform, the research on its potential benchmarking enterprises in overseas markets has been carried out, including the analysis of benchmarking enterprises' market positioning, target customers, product characteristics, price strategies, promotion methods, partners, legal risks and other aspects, as well as the evaluation of benchmarking enterprises' innovation capabilities and potential threats, and the formulation of suitable overseas market entry strategies and expansion strategies for customers, help customers successfully develop the overseas market.

For a well-known domestic food manufacturer, the research of its substitute benchmarking enterprises in emerging markets was conducted, including the analysis of product types, product quality, product price, product reputation, product guarantee and other aspects of benchmarking enterprises, as well as the evaluation of market influence and consumer preference of benchmarking enterprises. The effective product differentiation and brand building strategies were formulated for customers to help customers resist the impact of substitute benchmarking enterprises, enhanced customer loyalty to the market.