市场地位证明是指企业为了参与某些市场活动或获得某些市场利益，向相关部门或机构提供的证明其在目标市场中所占有的位置和影响力的文件或材料。市场地位证明的标准和流程因不同的行业和目的而异，但一般都需要包括以下几个方面：市场定义、市场份额、市场集中度、竞争对手分析、竞争壁垒分析、关键成功因素分析等。本文以尚普咨询集团为例，介绍了其在为客户提供市场地位证明服务时所采用的方法和步骤，并给出了一些具体的案例分析。

Proof of market position refers to documents or materials provided by an enterprise to relevant departments or institutions to prove its position and influence in the target market in order to participate in certain market activities or obtain certain market benefits. For example, when an enterprise makes mergers and acquisitions, investments, listings, applies for policy support, etc., it may need to provide proof of its competitive position in the relevant market to anti-monopoly authorities, financial regulatory authorities, industry associations, government agencies, etc., in order to assess its impact on the order of market competition and the public interest. Proof of market position can not only help enterprises obtain more market opportunities and advantages, but also help regulators and social parties to better understand and supervise market behavior.

尚普咨询集团是中国最具领导力和权威性的独立第三方行研与投融资咨询机构之一，拥有丰富的专业经验和客户资源，为超过5000Our clients have provided professional market research and related consulting services, including market position certification services. Champ Consulting Group generally follows the following steps when providing market position certification services to customers:

Step 1: Identify the target market. The target market refers to the scope of the product or service involved in the enterprise in space, time and function, and is the basis for assessing the competitive position of the enterprise. Determining the target market requires a comprehensive consideration of factors such as the attributes, uses, substitutability, price elasticity, and consumer preferences of the product or service, as well as industry characteristics, legal requirements, and technological changes. The target market can be subdivided by product type, region, time period, etc., in order to more accurately reflect the competition of enterprises in different market segments.

Step 2: Calculate market share. Market share refers to the proportion of sales or sales in the total sales or total sales in the target market, and is an important indicator of the competitiveness of enterprises. Calculating market share requires the collection and collation of sales data for the firm and its competitors in the target market, which can be obtained using active surveys or passive acquisition. The results of the calculation can be expressed in terms of percentages or rankings.

第三步：分析市场集中度。市场集中度是指目标市场中各个企业的市场份额分布情况，是反映市场竞争程度的重要指标。分析市场集中度需要运用一些数学方法和统计指标，如赫芬达尔-赫希曼指数（HHI), Kraft Index (CRn）、洛伦兹曲线（Lorenz Curve), etc., in order to more objectively assess the degree of monopoly or the intensity of competition in the market.

Step 4: Evaluate your competitors. Competitors are other enterprises that provide the same or similar products or services as the enterprise in the target market, and are an important factor affecting the competitive position of the enterprise. Evaluating competitors requires identifying direct and indirect competitors and analyzing their size, strength, strategy, strengths, weaknesses, trends, etc. in order to understand their threats or opportunities to the business.

Step 5: Analyze barriers to competition. Barriers to competition refer to the obstacles or constraints that affect the entry or exit of enterprises in the target market, and are important factors to protect or challenge the competitive position of enterprises. The analysis of barriers to competition requires consideration of the following aspects: policies and regulations, technological innovation, branding, economies of scale, capital requirements, channel control, customer loyalty, etc., in order to assess the strengths or weaknesses of the firm in the target market.

Step 6: Identify key success factors. The key success factor refers to the most important factor or ability that affects the success of the enterprise in the target market, and is an important factor to improve or maintain the competitive position of the enterprise. Identifying key success factors requires a comprehensive analysis based on industry characteristics, customer needs, and the competitive environment to identify factors or capabilities that create core value and differentiating advantages, such as product quality, service levels, innovation capabilities, cost control, and brand building.

Step 7: Write a market position certification report. The market position certification report is to organize the above analysis results and conclusions into a complete document or material, which is used to provide evidence and basis to relevant departments or institutions. The following principles need to be followed in writing a market position certification report: complete content, clear logic, accurate data, sufficient argumentation, standardized format, concise language, etc. The report generally includes the following parts: title, abstract, table of contents, body (including introduction, main body and conclusion), references, appendices, etc.

尚普咨询集团在为客户提供市场地位证明服务时，根据不同的行业和目的，采用了不同的方法和步骤，并给出了一些具体的案例分析。以下是一些案例的简要介绍：

案例一：某家电企业申请政策支持

某家电企业主营空调产品，在国内市场占有较高的份额，为了申请政府的节能补贴政策，需要向相关部门提供其在空调市场中的竞争地位证明。尚普咨询集团为该企业提供了以下服务：

定义了空调产品在全国范围内的目标市场，并按照产品类型（如壁挂式、立柜式、中央空调等）、区域划分（如东部、中部、西部等）、时间段划分（如季度、年度等）进行了细分，以便更准确地反映该企业在不同细分市场中的竞争情况。

计算了该企业及其主要竞争对手在各个细分市场中的市场份额，并用百分比和排名的方式表示，以便展示该企业在空调市场中的优势和劣势。

分析了各个细分市场中的市场集中度，并运用赫芬达尔-赫希曼指数（HHI）和克拉夫特指数（CRn）等统计指标，以便评估空调市场的垄断程度或竞争激烈程度。

评估了该企业的直接竞争对手和间接竞争对手，分析了其规模、实力、战略、优势、劣势、动向等，以便了解其对该企业的威胁或机会。

分析了空调市场中的竞争壁垒，考虑了政策法规、技术创新、品牌效应、规模经济、资本需求、渠道控制、客户忠诚等方面，以便评估该企业在空调市场中的优势或劣势。

确定了空调市场中的关键成功因素，根据行业特征、客户需求、竞争环境等进行综合分析，找出了能够创造核心价值和差异化优势的因素或能力，如产品质量、服务水平、创新能力、成本控制、品牌建设等。

A market position certification report was prepared, and the above analysis results and conclusions were compiled into a complete document for providing evidence and basis to relevant departments.

Case 2: M & A of an automobile enterprise

某汽车企业拟收购另一家汽车企业，在进行并购前，需要向反垄断部门提供其在汽车市场中的竞争地位证明，以便评估并购对市场竞争秩序和公共利益的影响。尚普咨询集团为该企业提供了以下服务：

定义了汽车产品在全球范围内的目标市场，并按照产品类型（如轿车、SUV、MPVetc.), regional divisions (e. g., Europe, America, Asia, etc.), and time periods (e. g., quarterly, annual, etc.) are broken down to more accurately reflect the competition of the business and its acquisitions in different market segments.

The market share of the company, its acquisition target and its main competitors in each market segment is calculated and expressed in percentage and ranking in order to show the advantages and disadvantages of the company in the automotive market before and after the merger.

分析了各个细分市场中的市场集中度，并运用赫芬达尔-赫希曼指数（HHI）和克拉夫特指数（CRn) and other statistical indicators in order to assess the degree of monopoly or fierce competition in the automotive market and to predict changes in market concentration after mergers and acquisitions.

评估了该企业及其收购对象的直接竞争对手和间接竞争对手，分析了其规模、实力、战略、优势、劣势、动向等，以便了解其对该企业及其收购对象的威胁或机会，并预测并购后竞争格局的变化。

分析了汽车市场中的竞争壁垒，考虑了政策法规、技术创新、品牌效应、规模经济、资本需求、渠道控制、客户忠诚等方面，以便评估该企业及其收购对象在汽车市场中的优势或劣势，并预测并购后竞争壁垒的变化。

确定了汽车市场中的关键成功因素，根据行业特征、客户需求、竞争环境等进行综合分析，找出了能够创造核心价值和差异化优势的因素或能力，如产品质量、服务水平、创新能力、成本控制、品牌建设等，并预测并购后关键成功因素的变化。

A market position certification report was prepared, and the above analysis and conclusions were compiled into a complete document to provide evidence and basis to the antitrust department.

Case 3: A pharmaceutical company applies for a patent

A pharmaceutical company has developed a new type of anti-cancer drug. Before applying for a patent, it needs to provide the patent office with a certificate of its competitive position in the anti-cancer drug market in order to evaluate its impact on the market competition order and public interest. Champ Consulting Group provides the following services to the enterprise:

定义了抗癌药物在全球范围内的目标市场，并按照产品类型（如靶向治疗、免疫治疗等）、区域划分（如欧洲、美洲、亚洲等）、时间段划分（如季度、年度等）进行了细分，以便更准确地反映该企业及其新型抗癌药物在不同细分市场中的竞争情况。

计算了该企业及其新型抗癌药物及其主要竞争对手在各个细分市场中的市场份额，并用百分比和排名的方式表示，以便展示该企业及其新型抗癌药物在抗癌药物市场中的优势和劣势。

分析了各个细分市场中的市场集中度，并运用赫芬达尔-赫希曼指数（HHI）和克拉夫特指数（CRn) and other statistical indicators in order to assess the degree of monopoly or fierce competition in the anti-cancer drug market, and to predict changes in market concentration after patent authorization.

The direct and indirect competitors of the company and its new anti-cancer drugs were evaluated, and its scale, strength, strategy, advantages, disadvantages, trends, etc. were analyzed in order to understand its threats or opportunities to the company and its new anti-cancer drugs, and to predict changes in the competitive landscape after patent authorization.

This paper analyzes the competition barriers in the anticancer drug market, considering the policies and regulations, technological innovation, brand effect, scale economy, capital demand, channel control, customer loyalty and so on, in order to evaluate the advantages or disadvantages of the enterprise and its new anticancer drugs in the anticancer drug market, and predict the changes of competition barriers after patent authorization.

确定了抗癌药物市场中的关键成功因素，根据行业特征、客户需求、竞争环境等进行综合分析，找出了能够创造核心价值和差异化优势的因素或能力，如产品质量、服务水平、创新能力、成本控制、品牌建设等，并预测专利授权后关键成功因素的变化。

A market position certification report was prepared, and the above analysis and conclusions were compiled into a complete document for providing evidence and basis to the Patent Office.