With the development of market economy and the deepening of globalization, the competition in all walks of life is becoming increasingly fierce, and enterprises are facing more and more challenges and pressures. How to stand out from many competitors and win the favor and trust of customers has become a key issue in the development of enterprises. In order to solve this problem, many companies have adopted a variety of marketing strategies, such as innovation to win, quality to win, cheap to win, technology to win, service to win, speed to win, publicity to win. However, these strategies are not always able to achieve the desired effect, and sometimes even cause the opposite effect. For example, innovative products may encounter problems such as low market acceptance and many imitators. High-quality products may lose some customers due to high prices. Cheap products may damage brand image due to poor quality. Technical products may reduce user satisfaction due to complexity and difficulty. Service products may reduce profit margins due to high costs. Speed products may have quality problems due to lack of adequate testing; promotional products may cause customer resentment due to excessive exaggeration, etc.

So, is there a marketing strategy that not only highlights the advantages of the enterprise, but also avoids the above problems? The answer is yes, that is, the proof of enterprise status. Proof of enterprise status is a marketing strategy based on the theory of social identity, which aims to enhance the customer's sense of identity and trust in the enterprise by demonstrating the professionalism, authority and credibility of the enterprise in a certain field or industry, so as to promote the customer's willingness to buy and loyalty. The core of enterprise status proof is to make customers believe that the enterprise is the best provider of the products or services they need, that the enterprise can meet their needs and expectations, and that the enterprise is worthy of their trust and support. The advantage of enterprise status proof is that it can not only enhance the brand image and popularity of the enterprise, but also enhance the differentiation advantage and competitiveness of the enterprise. At the same time, it can also reduce the cognitive cost and risk perception of customers, and increase customer satisfaction and loyalty.

So, how does the enterprise carry out status certification? This article will take Shangpu Consulting Company as an example to introduce the specific implementation steps and skills of enterprise status certification. Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. In industry research, market research, investment and financing consulting, and,IPOIt has accumulated rich professional experience and customer resources in the fields of listing consulting. With its strong consulting innovation ability, first-class service quality and strong market competitiveness, it has been highly recognized by all walks of life in the society. It has become one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China. The following four main steps are followed in the certification of status by Champ Consulting:

The first step: identify the target customer base. The premise of enterprise status proof is to know clearly who the customer group they want to face and influence is, what their characteristics, needs and expectations are, and how they evaluate and choose products or services. Only by understanding the characteristics and needs of the target customer group can we develop a status proof strategy that meets their psychological and behavioral characteristics. The target customer base of Champu Consulting mainly includes the following categories: (1) SMEs with investment decision needs; (2) Medium and large enterprises with listing or M & A needs; (3) Government agencies, social organizations or related enterprises with industry research or market research needs; (4) Financial institutions, universities or scientific research institutions with special consulting needs. These customer groups have a high degree of professionalism, rationality and selectivity. When they seek consulting services, they not only pay attention to price and efficiency, but also pay more attention to quality and effectiveness. Therefore, Shangpu Consulting needs to demonstrate its professionalism, authority and credibility in various fields or industries through status certificates.

Step 2: Select the appropriate status proof tool. There are many ways to prove the status of enterprises, such as expert recommend, celebrity endorsement, authority certification, social evaluation, success stories, statistics and so on. Different status proof tools have different characteristics and effects, enterprises need to choose the most appropriate status proof tool according to their own characteristics and the characteristics of the target customer group. In selecting a status certification tool, Champ Consulting considers the following aspects: (1) the credibility of the tool; (2) the relevance of the tool; (3) accessibility of tools; (4) the communicability of the instrument. Based on these aspects, the following status certification tools have been used by Champ Consulting:

Expert recommend. Expert recommend refers to the positive evaluation or recommend of an enterprise or product by experts or authorities in a certain field or industry to enhance the professionalism and authority of the enterprise or product. Expert recommend have a high degree of credibility, because experts or authorities usually have a high level of knowledge, experience background and social status, their evaluation or recommend can often affect the customer's cognition and judgment. Expert recommend are also highly relevant, as experts or authorities are usually closely related to the field or industry in which the business or product is involved, and their evaluations or recommend often reflect the strengths and characteristics of the business or product in that field or industry. Champ Consulting conducts expert recommend in the following ways: (1) Invite well-known industry experts, scholars, government officials, etc. as consultants or partners of the consulting project to provide customers with professional opinions and suggestions; (2) Invite well-known industry experts, scholars, government officials, etc. as witnesses or reviewers of the consulting project to provide customers with certification and evaluation of project quality and effectiveness; (3) Invite well-known industry experts, scholars, government officials, etc. as recommenders or referrers of consulting projects to provide clients with recommend and referrals of project reputation and value.

Successful cases. A success story refers to a company that demonstrates the customers it has served in the past and the results and benefits it has achieved in order to enhance the credibility and effectiveness of the company or product. Success stories have a high level of credibility because they are based on real customers and data, not fiction or exaggeration. Success stories are also highly relevant because they can demonstrate the capabilities and advantages of the company or product in solving customer problems or meeting customer needs. In conducting successful cases, Champ Consulting has done so in the following ways: (1) Publish some representative customers and their project results and benefits on the official website, WeChat public number, news media and other platforms, such[A well-known Internet companyIPOListing Consulting Project]、[An international chemical giant mergers and acquisitions consulting project.]、[New Energy Automobile Industry Development Planning Consulting Project of a Provincial Government]and so on; (2) Publish some customer satisfaction surveys and feedback on the official website, WeChat public number, news media and other platforms, such[A well-known Internet companyIPOCustomer Satisfaction Survey of Listed Consulting Projects]、[Customer feedback from an international chemical giant M & A consulting project]、[A provincial government's new energy automobile industry development planning consulting project customer's speech.]and so on; (3) Publish some customers' success stories and experience sharing on the official website, WeChat public number, news media and other platforms, such[A well-known Internet companyIPOListing Advisory Project Success Story]、[Experience Sharing of an International Chemical Giant M & A Consulting Project]、[Experience Exchange of New Energy Automobile Industry Development Planning Consulting Project of a Provincial Government]Wait.

The third step: to develop effective status certificate content and form. The content and form of the enterprise status certificate is an important factor affecting the effect of the status certificate, and the enterprise needs to develop the content and form of the status certificate that meets the customer's needs and expectations according to the selected status certificate tool. The content and form of the enterprise status certificate should have the following characteristics: (1) authenticity; (2) Professionalism; (3) Simplicity; (4) attractability. Based on these characteristics, Champu Consulting follows the following principles in developing the content and form of the status certificate:

The principle of authenticity. The principle of authenticity means that the content and form of the enterprise status certificate should be based on real facts and data, not fiction or exaggeration. The principle of authenticity is the basis for ensuring the credibility of the enterprise status certificate, if the content and form of the enterprise status certificate is inconsistent with the facts or misleading, it will lead to a decline in customer trust in the enterprise, and even produce resentment and resistance. In following the principle of authenticity, Champ Consulting is mainly through the following ways: (1) Ensure that the expert or authority of the expert recommend is real and has relevant qualifications and background, not fictitious or impersonating; (2) Ensure that the customers and data of successful cases are true and valid and have relevant evidence and sources, not fictitious or exaggerated; (3) Ensure that the content and form of the status certificate is consistent with the actual situation of the enterprise or product, not contrary or contradictory to it.

The principle of professionalism. The principle of professionalism means that the content and form of the enterprise status certificate should reflect the professional knowledge, skills and experience of the enterprise or product in a certain field or industry, so as to enhance the professionalism and authority of the enterprise or product. The principle of professionalism is the key to enhance the relevance of the enterprise status certificate, if the content and form of the enterprise status certificate is too ordinary or simple, it will lead to the customer's sense of identity and trust in the enterprise or product, and even doubt and doubt. In following the principle of professionalism, Champ Consulting is mainly through the following ways: (1) Ensure that the experts or authorities in the expert recommend have close contact and in-depth understanding of the field or industry involved in the enterprise or product, rather than irrelevant or superficial; (2) Ensure that the customers and data of successful cases can reflect the ability and advantages of the enterprise or product in solving customer problems or meeting customer needs, rather than irrelevant or mediocre; (3) Ensure that the content and form of the status certificate can show the characteristics and highlights of the enterprise or product in a certain field or industry, rather than irrelevant or ordinary.

The principle of simplicity. The principle of simplicity means that the content and form of the enterprise status certificate should be as simple, straightforward and concise as possible to enhance the clarity and comprehensibility of the enterprise status certificate. The principle of simplicity is an important means to improve the customer's attention and understanding of the enterprise status certificate, if the content and form of the enterprise status certificate is too complex or lengthy, it will lead to the customer's interest and attention to the enterprise status certificate, and even produce confusion and boredom. In following the principle of simplicity, Champ Consulting has done so in the following ways: (12) Ensure that the evaluation or recommend of the experts or authority of the expert recommend is concise, focused and clear, rather than redundant, vague and ambiguous; (2) Ensure that the customers and data of successful cases are concise, summarized, important and prominent, and the results are obvious, rather than cumbersome, detailed, irrelevant, and ineffective; (3) Ensure that the content and form of the status certificate is easy to understand, intuitive and attractive, rather than complex, boring and dull.

Principle of Attraction. The principle of attractiveness means that the content and form of the proof of status should be as interesting, unique and fascinating as possible in order to enhance the attractiveness and appeal of the proof of status. The principle of attraction is an effective way to increase the emotional and behavioral reaction of customers to the enterprise status certificate, if the content and form of the enterprise status certificate is too boring or mediocre, it will lead to the customer's love and support for the enterprise status certificate, and even produce boredom and resistance. In following the principle of attractability, Champ Consulting has done so in the following ways: (1) Ensure that the evaluation or recommend of experts or authorities recommend by experts is interesting, novel, unique and fascinating, rather than boring, old-fashioned and uninspiring; (2) Ensure that the customers and data of successful cases are interesting, novel, unique and fascinating, rather than boring, old-fashioned and uninspiring; (3) Ensure that the content and form of the status certificate is interesting, original, unique, and engaging, rather than boring, old-fashioned, and uninspiring.

Step 4: Evaluate the effectiveness of proof of status. The effect of the enterprise status certificate refers to the degree and direction of the influence of the enterprise status certificate on the customer's cognition and behavior, such as whether the customer's sense of identity and trust in the enterprise or product is improved, and whether the customer's willingness and loyalty to the enterprise or product are enhanced. Evaluating the effect of status certificate is an important means to test whether the enterprise status certificate has reached the expected goal and whether it needs to be improved and optimized. If the enterprise status certificate has poor effect or problems, it needs to be adjusted and improved in time. In assessing the effectiveness of proof of status, Champ Consulting has done so in the following ways: (1) Collect customers' evaluation and feedback on the enterprise or product through questionnaires, interviews, online reviews, etc., and analyze whether customers' cognition and attitude towards the enterprise or product meet the expectations of the enterprise; (2) Measure the customer's behavioral response to the enterprise or product through sales data, market share, customer satisfaction, etc., and analyze whether the customer's purchase intention and loyalty to the enterprise or product meet the enterprise's expectations; (3) Through comparative analysis, causal analysis and other ways to explore the mechanism and path of the impact of enterprise status certificate on customer cognition and behavior, analysis of the effectiveness and advantages and disadvantages of enterprise status certificate.

Conclusion: This paper discusses the importance and methods of enterprise status proof from both theoretical and practical aspects. This paper holds that enterprise status proof is a marketing strategy based on social identity theory, which aims to enhance the customer's sense of identity and trust in the enterprise by demonstrating the professionalism, authority and credibility of the enterprise in a certain field or industry, so as to promote the customer's willingness to buy and loyalty. Taking Shangpu Consulting Company as an example, this paper introduces the specific implementation steps and techniques of enterprise status certificate, including determining the target customer group, selecting the appropriate status certificate tool, formulating the effective status certificate content and form, and evaluating the effect of status certificate. This paper holds that enterprise status proof is an effective way to build competitive advantage, which can help enterprises stand out in the competition and achieve high-quality development.