Why do 1. do business research?

In the market economy, the competition between enterprises is inevitable, and the essence of competition is the competition for resources. In order to gain an advantage in the competition, enterprises need to constantly understand their own advantages and disadvantages, as well as the opportunities and threats of the external environment. As the most direct competitive object of enterprises, the impact of benchmarking enterprises on their dynamics and strategies cannot be ignored. Therefore, doing a good job in enterprise research is an important basis for enterprise strategic decision-making and an effective means to enhance market competitiveness.

The main purposes of enterprise research are as follows:

Understand the basic situation of benchmarking enterprises, such as scale, product, price, channel, promotion, brand, etc;

分析标杆企业的优势和劣势，如质量、技术、创新、服务、口碑等；

探寻标杆企业的战略和动向，如目标、愿景、价值观、市场进入、产品开发、合作伙伴等；

Discover opportunities and threats of benchmarking companies, such as market demand, consumer preferences, policies and regulations, industry trends, potential competitors, etc;

Learn from the successful experience and lessons of benchmarking enterprises, such as practice, innovation model, risk aversion, crisis response, etc;

Develop your own competitive strategy and action plan, such as differentiation, positioning, marketing, innovation, cooperation, etc.

2. how to determine the research object and cycle?

The first step in enterprise research is to determine the research object and cycle. The research object refers to the enterprise that has direct or indirect competition with the enterprise in the same market or field, and the research cycle refers to the time span and frequency of the research.

There are several ways to determine the research object:

Select industry leaders, challengers, followers and newcomers based on market share and visibility;

Select companies that provide the same or similar products or services based on the substitutability of the product or service;

Select the main competitors in the target market or market segment according to the choice of customers or consumers;

According to the Porter Five Forces model, suppliers, buyers, potential entrants, substitutes and competitors in the industry are selected.

There are several ways to determine the research cycle:

According to the enterprise's strategic objectives and plans, set long-term, medium-term and short-term research cycle;

According to the importance of benchmarking enterprises and the degree of change, set different research frequency;

Set regular or irregular research time points according to market dynamics and trends;

According to the content and depth of the research, set a reasonable research time span.

How do 3. break down research dimensions and content?

The second step in corporate research is to break down the research dimensions and content. The research dimension refers to the direction and scope of the research, and the research content refers to the specific questions and information of the research.

There are several ways to break down the research dimensions:

根据标杆企业的价值链，分解为战略规划、市场营销、产品研发、生产制造、供应链管理、财务管理等维度；

根据标杆企业的4P营销组合，分解为产品、价格、渠道、推广等维度；

According to the SWOT analysis of benchmarking enterprises, it is decomposed into dimensions such as advantages, disadvantages, opportunities and threats;

根据标杆企业的关联方，分解为上游供应商、中游企业自身、下游合作伙伴、终端消费者等维度。

There are several ways to break down the research content:

根据调研维度，提出具体的调研问题，如标杆企业的产品有哪些特点？标杆企业的价格策略是什么？标杆企业的渠道覆盖情况如何？标杆企业的推广方式有哪些？等等；

根据调研问题，收集相关的调研信息，如标杆企业的产品介绍、价格表、渠道列表、推广案例等；

根据调研信息，进行数据分析，如标杆企业的产品优势和劣势、价格水平和弹性、渠道效率和效果、推广成本和收益等。

How do 4. conduct in-depth and detailed research and analysis?

The fourth step of enterprise research is in-depth and detailed research and analysis. Research analysis refers to the systematic collation, induction, comparison, evaluation and interpretation of the collected research information in order to obtain valuableConclusionand recommendations.

There are several methods of in-depth and detailed research and analysis:

Using qualitative and quantitative analysis methods, such as PEST analysis, Porter's five forces analysis, SWOT analysis, BCG matrix, Ansoff matrix, financial analysis, statistical analysis, etc;

Use logic and thinking analysis methods, such as induction, deduction, contrast, analogy, causality, hypothesis, etc;

Use innovative and creative analysis methods, such as brainstorming, mind mapping, six thinking hats, TRIZ theory, SCAMPER technology, etc;

Use visual and graphical analysis methods, such as tables, charts, flowcharts, organization charts, fishbone diagrams, KJ methods, etc.

How do 5. sort out the report?

The fifth step in corporate research is to sort out the report. Sorting out the report refers to presenting the results and recommendations of the research and analysis in written form for easy transmission and communication. To remove the false and keep the true means to ensure the authenticity, accuracy, completeness and validity of the report.

There are several ways to sort out the report:

According to the purpose and audience of the report, determine the structure and format of the report, such as title,AbstractCatalogue,Text、ConclusionAppendices, etc;

According to the content and depth of the report, determine the language and style of the report, such as formal, concise, clear, logical, persuasive, etc;

According to the information and data of the report, determine the evidence and sources of the report, such as citations, comments, references, attachments, etc;

According to the quality and effect of the report, check and modify the report, such as spelling, grammar, logic, format, content, etc.

Case analysis

为了更好地说明企业研究的五大技巧，本文将结合尚普咨询的一个实际案例进行分析。尚普咨询是一家专业的市场调研和咨询公司，为客户提供全方位的市场研究、竞争情报、战略规划、品牌管理等服务。尚普咨询的一个客户是一家国内知名的电子商务平台，该客户想要了解其在国际市场上的主要标杆企业的情况，以便于制定其海外扩张的战略。尚普咨询为该客户进行了一次企业研究，以下是其调研的过程和结果：

Identify research objects and cycles

According to the customer's needs and market conditions, Shangpu Consulting has determined the object and period of research. The subjects of the survey are the three major e-commerce platforms in the international market, namely Amazon in the United States, Alibaba in China and Flip Carter in India. The research cycle is three months, and the research is conducted once a month, and the time span of each research is one month.

Breakdown of research dimensions and content

According to the customer's objectives and problems, Shangpu Consulting has broken down the dimensions and contents of the research. The dimensions of the research are four aspects, namely, market conditions, product services, operating models and financial conditions. The content of the research is the following questions:

Market situation: in which countries and regions do the benchmarking enterprises operate? What is the market share and growth rate of the benchmarking enterprises? Who are the target customers and consumer groups of the benchmarking enterprises?

产品服务：标杆企业提供哪些类型和种类的产品和服务？标杆企业的产品和服务有哪些特点和优势？标杆企业的产品和服务的价格和质量如何？

operation mode: what is the operation mode of the benchmarking enterprise? what is the supply chain and logistics system of the benchmarking enterprise? what are the marketing and promotion strategies of the benchmarking enterprise?

财务状况：标杆企业的营收和利润是多少？标杆企业的成本和投资是多少？标杆企业的财务风险和挑战是什么？

Mobilizing multi-channel information sources

According to the dimensions and contents of the research, Champu Consulting has mobilized multi-channel information sources. Information sources include the following:

公开的信息源：标杆企业的官方网站、年报、新闻稿、社交媒体、行业报告、市场调研等；

Hidden information sources: employees, partners, customers, suppliers, etc. of benchmarking enterprises;

Active information sources: actively obtain information through telephone, email, interview, interview, investigation, etc;

Passive information sources: through the network, newspapers, magazines, television, radio and other ways to passively receive information.

in-depth and meticulous investigation and analysis

According to the information collected, Champu Consulting conducted in-depth and detailed research and analysis. The methods of research and analysis include the following:

Qualitative and quantitative analysis methods: the use of PEST analysis, Porter five forces analysis, SWOT analysis, financial analysis, statistical analysis and other methods, analysis of the benchmark enterprise's external environment, industry structure, internal advantages and disadvantages, financial situation, market performance, etc;

逻辑和思维的分析方法：运用归纳法、演绎法、对比法、类比法、因果法、假设法等方法，分析标杆企业的战略目标、战略选择、战略实施、战略效果等；

Analysis methods of innovation and creation: using brainstorming, mind mapping, six thinking hats, TRIZ theory, SCAMPER technology and other methods to analyze the innovation ability, innovation model, innovation results, innovation impact, etc. of benchmark enterprises;

Visual and graphical analysis methods: using tables, charts, flowcharts, organization charts, fishbone diagrams, KJ methods and other methods to analyze the data characteristics, data relationships, data changes, data patterns, etc. of benchmarking enterprises.

To sort out the report by removing the false and preserving the true.

According to the results and suggestions of the research and analysis, champ consulting has compiled the report. Methods for organizing reports include the following:

According to the purpose and audience of the report, the structure and format of the report are determined, such as the title,AbstractCatalogue,Text、ConclusionAppendices, etc;

According to the content and depth of the report, the language and style of the report are determined, such as formal, concise, clear, logical and persuasive;

According to the information and data of the report, the evidence and sources of the report are determined, such as citations, notes, references, attachments, etc;

According to the quality and effect of the report, the report is checked and modified, such as spelling, grammar, logic, format, content, etc.

Conclusionand recommendations

Based on the research report, Champu Consulting has made the following points for its clientsConclusionand recommendations:

Amazon is an e-commerce leader in the international market. Its advantages lie in its strong brand influence, rich product categories, efficient logistics network, innovative technology applications and diversified profit models. Its disadvantages are its high operating costs, low profit margins, frequent legal disputes and intense competitive pressures. The opportunity lies in its expanding emerging markets, increasing membership services, enriching its content ecosystem and exploring new business areas. The threat lies in its policy supervision, consumer feedback, social responsibility and security risks.

Alibaba is the e-commerce leader in the Chinese market. Its advantages lie in its huge market scale, perfect platform ecology, flexible business model, leading payment technology and extensive social impact. Its disadvantages are its dependence on the Chinese market, lack of international experience, brand and quality challenges, intellectual property litigation and limited government intervention. The opportunity lies in its active expansion of overseas markets, strengthening relationships with local partners, improving user experience and service quality, and building an intelligent and digital future. The threat lies in the cultural and legal barriers it encounters, the threat of competition and substitution, the loss of users and businesses, and the risk of data and security.

Flip Carter is an e-commerce leader in the Indian market. Its advantages lie in its deep localization, rapid growth rate, favorable price strategy, strong investment background and young user group. Its disadvantages lie in its lower market share, weaker logistics base, higher customer acquisition cost, poorer user satisfaction and less innovation ability. The opportunity lies in its huge market potential, ever-improving infrastructure, increasing Internet penetration and ever-enriching products and services. Its threat lies in its fierce competition environment, strict policy norms, unstable economic situation and unpredictable social factors.

Customers should fully consider the situation of benchmarking enterprises and their own advantages and disadvantages when formulating their overseas expansion strategies. Customers are advised to adopt the following strategies:

Choose favorable target markets, such as Southeast Asia, the Middle East, Africa, etc., to avoid direct confrontation with strong benchmarking companies such as Amazon;

Make use of its own product advantages, such as localization, personalization, customization, etc., to meet the different needs and preferences of different markets;

Establish strong partnerships, such as with local telecom operators, logistics companies, payment platforms, content providers, etc., to enhance their operational capabilities and market influence;

Strengthen their own brand building, such as through social media, word-of-mouth marketing, public welfare activities, etc., to establish their own image and reputation, increase user trust and loyalty;

Pay attention to their own innovation and development, such as through the introduction of new technologies, new functions, new services, etc., to enhance their competitiveness and differentiation, and create more value and experience.