The Purpose and Significance of Enterprise Research

In the market economy, competition is inevitable. If enterprises want to survive and develop in the fierce competition, they must understand their own benchmarking enterprises, as well as their advantages and disadvantages, so as to formulate their own competitive strategies. The main purpose and significance of enterprise research are as follows:

-Understand the basic situation of benchmarking enterprises, such as scale, status, products, prices, channels, promotion, quality, services, etc., as well as their development history, strategic direction, target market, core competitiveness, etc., so as to have a comprehensive and in-depth understanding of benchmarking enterprises.

-Analyze the strengths and weaknesses of benchmarking enterprises, find out their own competitive strengths and weaknesses, as well as the threats and opportunities of benchmarking enterprises, so as to determine their competitive position and competitiveness, as well as the strengths and weaknesses of benchmarking enterprises.

-Predict the dynamics and trends of benchmarking enterprises, such as the introduction of new products, the application of new technologies, the development of new markets, the establishment of new cooperation, the impact of new policies, etc., so as to make timely responses and adjustments to seize opportunities or avoid risks.

-Discover the loopholes and defects of benchmarking enterprises, such as insufficient products, dissatisfaction with services, poor channels, ineffective promotion, unstable quality, lack of innovation, etc., so as to find out their own improvement and innovation points, improve their products and service levels, and increase their market share and profit space.

-Learn the advantages and experience of benchmarking enterprises, such as product characteristics, intimate service, diversity of channels, effective promotion, quality assurance, innovation breakthrough, etc., so as to learn from and absorb the success of benchmarking enterprises, improve their competitiveness and level, and realize their own development and progress.

Content and Scope of Enterprise Research

The content and scope of enterprise research should be determined according to the specific situation and objectives of the enterprise, generally including the following aspects:

-Identification and selection of benchmarking enterprises. Benchmarking enterprises are other enterprises that have direct or indirect competition with enterprises in the same market or industry. Benchmarking companies can be categorized into direct benchmarking firms and indirect benchmarking firms. Direct benchmarking companies are companies that provide the same or similar products or services, such as Coca-Cola and Pepsi, Huawei and Apple. Indirect benchmarking enterprises refer to enterprises that provide different products or services that can replace or meet the same needs, such as automobiles and high-speed rail, mobile phones and computers. When conducting corporate research, companies should select representative and threatening benchmark companies based on their market positioning and target customers, generally no more than three to five, in order to concentrate energy and resources to improve the efficiency and effectiveness of research.

-Basic information of benchmarking enterprises. The basic information of benchmarking enterprises includes the name, address, telephone number, website, legal representative, registered capital, establishment time, business scope, organizational structure, shareholder composition, management team, employee size, assets and liabilities, operating income, profit level, market share, brand image, corporate culture, corporate mission, vision and values, etc, this information can be obtained from the official website of benchmarking enterprises, annual reports, announcements, news, social media and other channels, as well as through industry associations, business databases, market research reports and other channels.

-Product information of benchmarking enterprises. The product information of benchmarking enterprises includes product types, names, models, specifications, functions, characteristics, advantages, disadvantages, prices, costs, profits, sales volume, market share, life cycle, innovation degree, quality level, service level, customer satisfaction, customer loyalty, etc. These information can be obtained from the product catalog, product introduction, product evaluation, product promotion, product display and other channels of benchmarking enterprises, it can also be obtained through market research, customer research, mysterious customers, product trials, etc.

-Marketing information for benchmarking companies. The marketing information of benchmarking enterprises includes the market positioning, target market, target customers, market demand, market potential, market opportunities, market threats, market strategies, market activities, etc. These information can be obtained from the marketing plans, marketing reports, marketing publicity, marketing cases and other channels of benchmarking enterprises, as well as through market research, customer research, competition analysis, media monitoring, etc.

-Strategic information for benchmarking companies. The strategic information of benchmarking enterprises includes the strategic objectives, strategic direction, strategic choice, strategic implementation, strategic evaluation, etc. These information can be obtained from the strategic planning, strategic report, strategic speech, strategic communication and other channels of benchmarking enterprises, or through the strategic changes, strategic actions, strategic effects and other channels of benchmarking enterprises, or through strategic analysis, strategic simulation, strategic prediction and other ways.

Methods and steps of enterprise research

The methods and steps of enterprise research should be developed according to the specific needs and objectives of the enterprise, and generally include the following steps:

-Determine research objectives and scope. According to their own strategic objectives and market positioning, enterprises should clarify the purpose and significance of the research, as well as the content and scope of the research, so as to determine the focus and direction of the research.

-Collect research information. Enterprises should select appropriate information sources and information channels according to the content and scope of the research, and adopt effective information collection methods, such as desktop research, field visits, research surveys, questionnaires, observation surveys, experimental surveys, etc., to collect as much as possible, Accurate, effective and valuable benchmarking enterprise information.

-Analyze research information. According to the objectives and scope of the investigation, enterprises should select appropriate information analysis methods, such as SWOT analysis, PEST analysis, Porter's five forces analysis, competitive advantage analysis, competitive situation analysis, benchmarking enterprise analysis, benchmarking enterprise group analysis, benchmarking enterprise map analysis, benchmarking enterprise prediction analysis, etc., to sort out, summarize, compare, evaluate and explain the collected benchmarking enterprise information, and extract useful information andConclusion。

-Application of research results. Enterprises should be based on the results of the survey andConclusionTo develop targeted, effective and innovative competitive strategies and marketing strategies, such as product strategy, price strategy, channel strategy, promotion strategy, service strategy, innovation strategy, etc., as well as the corresponding action plan and implementation plan, so as to realize the purpose and significance of enterprise research.

-Evaluation of research results. Enterprises should select appropriate evaluation indicators and methods according to the objectives and scope of the research, such as market share, profit margin, customer satisfaction, brand awareness, competitive advantage, competitiveness, etc., and conduct regular, systematic and objective evaluation and feedback on the process and results of the research, so as to test the effect and value of the research, as well as the deficiencies and improvements of the research.

Analysis and application of the results of enterprise research

The result analysis and application of enterprise research is the core and key of enterprise research, and also the ultimate goal and significance of enterprise research. The analysis and application of the results of enterprise research should be carried out according to the specific situation and objectives of the enterprise, generally including the following aspects:

-Determine your competitive position and competitiveness. According to the results of enterprise research, enterprises should analyze the advantages and disadvantages of themselves and benchmarking enterprises, as well as the threats and opportunities of benchmarking enterprises, so as to determine their competitive position and competitiveness in the market, such as leaders, challengers, followers, weak people, etc., as well as their own competitive advantages and core competitiveness, such as products, prices, channels, promotion, services, innovation, etc.

-Develop your own competitive strategy and marketing strategy. Enterprises should formulate their own competitive strategies and marketing strategies, such as attack strategies, defense strategies, follow strategies, retreat strategies, etc., as well as corresponding product strategies, price strategies, channel strategies, promotion strategies, service strategies, innovation strategies, etc., according to their competitive position and competitiveness, as well as the dynamics and trends of benchmarking enterprises, so as to achieve their own market goals and profit goals.

-Execute your own competitive strategy and marketing strategy. Enterprises should formulate specific action plans and implementation plans according to their own competitive and marketing strategies, such as product development, price adjustment, channel construction, promotion activities, service improvement, innovation implementation, etc., so as to translate the results of enterprise research into practical actions and effects.

-Monitor your competitive strategy and marketing strategy. Enterprises should establish effective monitoring mechanism and feedback mechanism according to their own competition strategy and marketing strategy, such as market monitoring, customer feedback, benchmarking enterprise monitoring, benchmarking enterprise response, etc., so as to timely understand the implementation and effect of their own competition strategy and marketing strategy, as well as the changes and reactions of benchmarking enterprises, so as to make corresponding adjustments and optimizations.

Business Opportunity Discovery and Innovative Thinking in Enterprise Research

Enterprise research can not only help enterprises understand the market environment and competitive situation, but also help enterprises find potential business opportunities and innovation points. Business opportunity discovery and innovative thinking in enterprise research should be carried out according to the specific situation and objectives of the enterprise, generally including the following aspects:

-Find vulnerabilities and defects in benchmarking enterprises. Enterprises should find out the loopholes and defects of benchmarking enterprises according to the results of enterprise research, such as the lack of products, the dissatisfaction of service, the poor channel, the ineffective promotion, the unstable quality, the lack of innovation, etc., so as to find out their own improvement and innovation points, improve their products and service level, and increase their market share and profit space. For example, when Shangpu Consulting conducted an enterprise research for an e-commerce enterprise, it found that there were some problems in the website design and user experience of the benchmarking enterprise, such as slow page loading speed, complex navigation bar, weak search function, inconvenient shopping cart, few payment methods, etc., thus providing suggestions and solutions for the enterprise to improve and optimize the website, and improving the website performance and user satisfaction of the enterprise.

-Learn the strengths and experiences of benchmarking companies. Enterprises should act in accordance with competitive practices. According to the results of enterprise research, enterprises should find out the advantages and experience of benchmarking enterprises, such as product characteristics, intimate service, diversity of channels, effective promotion, quality assurance, innovation breakthrough, etc., so as to learn from and absorb the success of benchmarking enterprises, improve their competitiveness and level, and realize their own development and progress. For example, when Shangpu Consulting Company conducted an enterprise research for a hotel chain enterprise, it found that the service quality and customer loyalty of the benchmarking enterprise are very high. The reason is that the benchmarking enterprise adopts a set of perfect customer relationship management system. Through collecting and analyzing customers' personal information, consumption habits, preferences and needs, it provides customers with personalized services and concessions, thus increasing customer satisfaction and return visit rate, so as to provide the enterprise to learn and imitate the recommendations and programs of benchmarking enterprises, improve the quality of service and customer loyalty of the enterprise.

-Create the differences and advantages of benchmarking enterprises. According to the results of enterprise research, enterprises should find out the differences and advantages of benchmarking enterprises, such as product innovation, service differences, channel advantages, promotion characteristics, quality advantages, innovation advantages, etc., so as to find out their own differentiation and advantages, provide the uniqueness and value of their own products and services, and increase their market competitiveness and brand influence. For example, when Shangpu Consulting Company conducted an enterprise research for an automobile manufacturing enterprise, it found that the products of the benchmarking enterprise have the characteristics of high efficiency, energy saving and environmental protection. The reason is that the benchmarking enterprise adopts advanced hybrid technology, and realizes the effect of low fuel consumption and low emission by combining electric motors and internal combustion engines, thus providing suggestions and schemes for the enterprise to create and improve its own product differences and advantages, improve the enterprise's product competitiveness and social responsibility.

Conclusion

Enterprise research is an important market research activity, which can help enterprises understand the market environment and competitive situation, formulate their own competitive strategy and marketing strategy, find potential business opportunities and innovation points, improve their competitiveness and level, and achieve their own market goals and profit goals. When conducting enterprise research, enterprises should pay attention to determine the objectives and scope of research, collect research information, analyze research information, apply research results, evaluate the effectiveness of research, and discover business opportunities and innovations in research. As a professional consulting service organization, Shangpu Consulting Company has rich experience and ability in enterprise research, provides high-quality enterprise research services and solutions for many customers, and helps customers achieve excellent results and reputation in the fierce market competition.