Definition and Characteristics of 1. Specialized Special New Enterprises

Specialized and New Enterprises (Specialized and SNEs) are enterprises, usually small and medium-sized enterprises, that have expertise, innovation capabilities and high added value in a certain field or industry. SNEs are an important driving force for economic development, providing society with diversified products and services, promoting technological progress and industrial upgrading, increasing employment and taxation, and improving international competitiveness. According to different countries and regions, the definition and classification criteria of SNEs may vary, but in general, SNEs have the following common characteristics:

Specialization: SNEs usually focus on a certain field or industry, with professional technology, knowledge and talents, and can provide high-quality and efficient products and services to meet the specific needs and preferences of customers.

Innovation: SNEs have strong innovation ability and flexibility, can quickly respond to market changes, develop new products and services, or improve existing products and services, and form their own core competitiveness and differentiation advantages.

High added value: The products and services of SNEs have high added value, which can create greater value for customers, and at the same time bring higher profits and returns for themselves.

Small and medium-sized: SNEs are usually small and medium-sized enterprises, which are relatively small in scale, have fewer employees, and have more limited capital and resources, but they are also easier to adjust and adapt to market needs.

The basis for identifying the key areas and market segments of 2. specialized and special new enterprises.

The focus areas and market segments of SNEs refer to a specific market segment in a certain field or industry that SNEs focus on, such as the cardiac pacemaker market in the field of medical devices, or the electric vehicle market in the field of new energy vehicles. The identification of key areas and market segments of SNEs refers to various factors that affect the selection and entry of SNEs into a certain key area and market segment, including market demand, technical level, competitive advantage and policy support. These factors are analyzed separately as follows:

Market demand: Market demand refers to the demand and demand characteristics of potential or actual customers in a key area and market segment for SNEs products and services, and is the most basic and important basis for SNEs to select and enter a key area and market segment. In general, SNEs should select and enter those market needs that have the following characteristics:

Larger scale: The scale of market demand determines the market space and market potential of SNEs. Larger market demand means that SNEs have more customers and greater revenue, as well as more opportunities and resources for technological innovation and market expansion.

Faster growth: The growth rate of market demand reflects the market prospects and market dynamics of SNEs. Faster growth in market demand means that SNEs have stronger market demand drivers and higher market value-added, as well as more challenges and risks. Market competition and market adaptation.

More complex structure: the structure of market demand reflects the market segmentation and market positioning of SNEs, and the more complex structure of market demand means that SNEs have more market opportunities and market differences, as well as more market demand and market preferences for market satisfaction and market creation.

Technical level: Technical level refers to the technical capability and technical level possessed by SNEs in a certain key area and market segment, and is the core and most critical basis for SNEs to select and enter a certain key area and market segment. In general, SNEs should select and enter those technical levels that have the following characteristics:

Advanced nature: the advanced nature of the technical level reflects the technical advantages and technological leadership of SNEs, which means that SNEs have higher technical quality and technical efficiency, as well as stronger technical support and technical barriers for technological innovation and technological transformation.

Adaptability: The adaptability of the technical level reflects the technical flexibility and technical diversity of SNEs, and the technical level of adaptation means that SNEs have higher technical compatibility and technical matching, as well as stronger technical adaptation and technical combination for technical upgrading and technical expansion.

Competitive advantage: Competitive advantage refers to the advantages and sources of advantage that SNEs have over other competitors in a particular focus area and market segment, and is the most important and direct basis for SNEs to select and enter a particular focus area and market segment. In general, SNEs should select and enter those competitive advantages that have the following characteristics:

Uniqueness: the uniqueness of competitive advantage reflects the differentiation and characteristics of SNEs products and services. Unique competitive advantage means that SNEs have higher recognition and attractiveness of products and services, and stronger protection and maintenance of products and services to innovate and optimize products and services.

Persistence: The persistence of competitive advantage reflects the stability and continuity of SNEs products and services. Persistent competitive advantage means that SNEs have higher reliability and loyalty of products and services, and stronger products and services. The development and continuation of the improvement and expansion of products and services.

Composites: The compounding of competitive advantages reflects the diversification and integration of SNEs products and services, and the compounding of competitive advantages means that SNEs have a higher degree of adaptability and satisfaction of products and services, as well as stronger synergy and value-added products and services for upgrading and integration of products and services.

Policy support: Policy support refers to the various policy measures and policy resources provided by governments or other institutions in a certain focus area and market segment for the development of SNEs, which is the most favorable and helpful basis for SNEs to select and enter a certain focus area and market segment. In general, SNEs should select and enter those policy supports that have the following characteristics:

Encouragement: The encouragement of policy support reflects the policy orientation and policy objectives of the development of SNEs, encouraging policy support means that SNEs have higher policy recognition and policy incentives for development, as well as stronger policy motivation and policy incentives for development policy response and policy implementation.

Effectiveness: The effectiveness of policy support reflects the policy effectiveness and policy efficiency of the development of SNEs, and effective policy support means that SNEs have higher development policy effectiveness and policy efficiency, as well as stronger development policy guarantees and policy optimization for development policy evaluation and policy improvement.

Sustainability: The continuity of policy support reflects the policy continuity and policy consistency of the development of SNEs. Sustained policy support means that SNEs have higher policy stability and policy predictability for development, as well as stronger development policy coordination and policy coordination for development policy communication and policy consultation.

3. market competition in the market segment of specialized new enterprises and the professional services of Shangpu Consulting.

In order to analyze the market competition of SNEs market segments more specifically, this paper takes three SNEs customers served by Shangpu Consulting Company as cases, and introduces the market positioning, market strategy, market performance and market challenges of SNEs in the market segments from the three fields of medical devices, new energy vehicles and artificial intelligence, as well as the professional services and solutions provided by Shangpu Consulting Company for SNEs.

(I) Pacemaker Market in Medical Devices

Customer Profile: A heart technology company is a professional engaged in cardiac pacemaker research and development, production and sales of SNEs. The company's main product is an intelligent adjustable cardiac pacemaker, which can automatically adjust the output voltage and frequency of the pacemaker according to the patient's heart rate, blood pressure, body temperature and other physiological parameters to achieve the best heart function. The product has the advantages of high safety, good effect, long life, simple maintenance, etc., has passed the certification of the State Drug Administration, and has won a number of domestic and foreign patents and awards.

Market positioning: The company's market positioning is to provide efficient, safe and comfortable cardiac pacemakers for patients with heart disease with technological innovation and product differentiation as the core competitiveness in the cardiac pacemaker market in the field of medical devices. Improve the quality of life and happiness of patients.

Market strategy: The company's market strategy mainly includes the following aspects:

Product strategy: The company's product strategy is to continuously carry out technological research and development and product improvement, improve product performance and quality, increase product functions and characteristics, meet the needs and preferences of different patients, and form the unique advantages and brand image of the product.

Price strategy: The company's price strategy is to adopt a high-price strategy, set a reasonable price based on the high added value and high quality of the product, reflect the value of the product and the status of the brand, and also consider the patient's affordability and market competition., Conduct appropriate price adjustments and preferential activities to increase product sales and market share.

Channel strategy: The company's channel strategy is to establish a stable cooperative relationship, through hospitals, clinics, pharmacies and other professional medical institutions, to promote and sell products, improve product visibility and credibility, but also the use of the Internet, social media, advertising and other ways.

Publicity strategy: the company's publicity strategy is to use various media and platforms to publicize and promote products, improve the awareness and recognition of products, and also carry out product education and training to improve the use and satisfaction of products, and also shape the image and reputation of products.

Service strategy: The company's service strategy is to provide high-quality pre-sales, in-sales and after-sales services to meet various needs and expectations of customers, improve customer trust and loyalty, and also collect customer feedback and suggestions to improve products And optimization to increase customer participation and contribution.

Market performance: the company's market performance is very good, since the introduction of intelligent adjustable pacemakers, has been welcomed and recognized by the market, sales and market share continue to grow, has become the pacemaker market leader and pioneer. At the same time, it has also won high praise and praise from customers, and customer satisfaction and loyalty have reached more than 90%. It is the leader and benchmark in the pacemaker market.

Market challenges: The company's market challenges mainly come from the following aspects:

Technical competition: The cardiac pacemaker market is a technology-intensive and technologically changing market. Technological progress and innovation are the main driving force of the market and the main competitiveness of the market. Although the company has an advanced level and advantages in technology, it cannot be taken lightly. It must continue to carry out technological research and development and technological updates to maintain technological leadership and advantages to prevent it from being surpassed and replaced by other competitors.

Market competition: The pacemaker market is a market with strong demand and fierce competition. The scale and growth of the market have attracted the participation and entry of many enterprises and investors, and the competition and pressure of the market have also increased. Although the company has a large share and advantages in the market, it cannot be complacent and relaxed. It must continue to conduct market analysis and market adjustments to maintain market sensitivity and adaptation to prevent other competitors from seizing and eroding.

Policy risk: The pacemaker market is a market with policy influence and policy changes. The formulation and implementation of policies have an important influence and effect on the development and operation of the market, and are also the main risks and uncertainties of the market. Although the company has good support and preferential policies, it cannot be ignored and ignored. It must continue to pay attention to and respond to policies, maintain policy compliance and coordination, and prevent policy changes and constraints.

Electric vehicle market in the field of new energy vehicles in (II)

Customer profile: an electric vehicle technology company is a professional engaged in electric vehicle research and development, production and sales of SNEs. The company's main product is an intelligent interconnected electric vehicle, which can realize the functions of automatic driving, remote control, intelligent navigation, intelligent charging and so on through the Internet, Internet of things, artificial intelligence and other technologies. The product has the advantages of energy saving, environmental protection, safety and comfort, intelligence and convenience. It has passed the certification of the Ministry of transport of the people's Republic of China, and has won a number of patents and awards at home and abroad.

Market positioning: The company's market positioning is in the electric vehicle market in the field of new energy vehicles, with technological innovation and product differentiation as the core competitiveness, to provide consumers with travel needs with efficient, safe and comfortable electric vehicles, and improve Consumers' travel quality and happiness.

Market strategy: The company's market strategy mainly includes the following aspects:

Product strategy: The company's product strategy is to continuously carry out technological research and development and product improvement, improve product performance and quality, increase product functions and characteristics, meet the needs and preferences of different consumers, and form the unique advantages and brand image of the product.

Price strategy: the company's price strategy is to adopt medium and high price strategy, set reasonable price according to the high added value and high quality of the products, reflect the value of the products and the status of the brand, and also consider the affordability of consumers and the competitive situation of the market, and carry out appropriate price adjustment and preferential activities to increase the sales volume and market share of the products.

Channel strategy: The company's channel strategy is to establish multiple sales channels, promote and sell products through various methods such as specialty stores, distributors, and online shopping malls to improve product visibility and credibility. At the same time, it also uses the Internet and social media. Various methods such as media and advertising are used to promote and promote products to improve product awareness and recognition.

Service strategy: The company's service strategy is to provide high-quality pre-sales, in-sales and after-sales services to meet various needs and expectations of customers, improve customer trust and loyalty, and also collect customer feedback and suggestions to improve products And optimization to increase customer participation and contribution.

Market performance: The company's market performance is excellent. Since the launch of smart and interconnected electric vehicles, it has been welcomed and recognized by the market. Its sales volume and market share have continued to grow, and it has become a leader and pioneer in the electric vehicle market. At the same time, it has also won high praise and praise from customers, and customer satisfaction and loyalty have reached more than 95%, making it a leader and benchmark in the electric vehicle market.

Market challenges: The company's market challenges mainly come from the following aspects:

Technical competition: The electric vehicle market is a technology-intensive and technologically changing market. Technological progress and innovation are the main driving force of the market and the main competitiveness of the market. Although the company has an advanced level and advantages in technology, it cannot be taken lightly. It must continue to carry out technological research and development and technological updates to maintain technological leadership and advantages to prevent it from being surpassed and replaced by other competitors.

Market competition: The electric vehicle market is a market with strong demand and fierce competition. The scale and growth of the market have attracted the participation and entry of many enterprises and investors, and the competition and pressure of the market have also increased. Although the company has a large share and advantages in the market, it cannot be complacent and relaxed. It must continue to conduct market analysis and market adjustments to maintain market sensitivity and adaptation to prevent other competitors from seizing and eroding.

Policy risk: The electric vehicle market is a market with policy influence and policy changes. The formulation and implementation of policies have an important influence and effect on the development and operation of the market, and are also the main risks and uncertainties of the market. Although the company has good support and preferential policies, it cannot be ignored and ignored. It must continue to pay attention to and respond to policies, maintain policy compliance and coordination, and prevent policy changes and constraints.

Through the professional services and solutions of Shangpu Consulting, the company's development has been significantly improved and improved. It has not only achieved excellent results and status in the electric vehicle market, but also laid a foundation for the expansion and entry of other fields and markets. Good foundation and conditions.

Smart Speaker Market in Artificial Intelligence, (III)

Customer profile: a smart speaker technology company is a professional engaged in smart speaker research and development, production and sales of SNEs. The company's main product is a smart speaker with intelligent voice, which can realize natural dialogue with users through speech recognition, speech synthesis, natural language processing and other technologies, and provide various functions such as information query, entertainment playback, and intelligent control. The product has the advantages of intelligence, humanization, convenience, etc., has passed the certification of the Ministry of Information Industry, and has won a number of domestic and foreign patents and awards.

Market positioning: The company's market positioning is to provide smart, humane and convenient smart speakers for consumers with information needs and entertainment needs in the smart speaker market in the field of artificial intelligence, with technological innovation and product differentiation as its core competitiveness. Improve the quality of consumers' information and entertainment.

Market strategy: The company's market strategy mainly includes the following aspects:

Product strategy: The company's product strategy is to continuously carry out technological research and development and product improvement, improve product performance and quality, increase product functions and characteristics, meet the needs and preferences of different consumers, and form the unique advantages and brand image of the product.

Price strategy: The company's price strategy is to adopt a medium and low price strategy, set a reasonable price according to the medium added value and medium quality of the product, reflect the cost performance of the product and the affinity of the brand, and also consider the affordability of consumers and the market The competitive situation of the company, carry out appropriate price adjustments and preferential activities to increase product sales and market share.

Channel strategy: The company's channel strategy is to establish multiple sales channels, promote and sell products through various methods such as specialty stores, distributors, and online shopping malls to improve product visibility and credibility. At the same time, it also uses the Internet and social media. Various methods such as media and advertising are used to promote and promote products to improve product awareness and recognition.

Service strategy: The company's service strategy is to provide high-quality pre-sales, in-sales and after-sales services to meet various needs and expectations of customers, improve customer trust and loyalty, and also collect customer feedback and suggestions to improve products And optimization to increase customer participation and contribution.

Market performance: the company's market performance is very good, since the launch of smart voice smart speakers, it has been welcomed and recognized by the market, sales and market share continue to grow, has become a leader and pioneer in the smart speaker market.

Market challenges: The company's market challenges mainly come from the following aspects:

Technical competition: The smart speaker market is a technology-intensive and technologically changing market. Technological progress and innovation are the main driving force of the market and the main competitiveness of the market. Although the company has an advanced level and advantages in technology, it cannot be taken lightly. It must continue to carry out technological research and development and technological updates to maintain technological leadership and advantages to prevent it from being surpassed and replaced by other competitors.

Market competition: The smart speaker market is a market with strong demand and fierce competition. The scale and growth of the market has attracted the participation and entry of many enterprises and investors, and the competition and pressure of the market have also increased. Although the company has a large share and advantages in the market, it cannot be complacent and relaxed. It must continue to conduct market analysis and market adjustments to maintain market sensitivity and adaptation to prevent other competitors from seizing and eroding.

Policy risk: The smart speaker market is a market with policy influence and policy changes. The formulation and implementation of policies have an important influence and effect on the development and operation of the market, and are also the main risks and uncertainties of the market. Although the company has good support and preferential policies, it cannot be ignored and ignored. It must continue to pay attention to and respond to policies, maintain policy compliance and coordination, and prevent policy changes and constraints.

Through the professional services and solutions of Shangpu Consulting, the company's development has been significantly improved and improved. It has not only achieved excellent results and status in the smart speaker market, but also laid a foundation for the expansion and entry of other fields and markets. Good foundation and conditions.

Development Trend and Challenge of 4. Specialized and New Enterprises

Specialized new enterprises (SNEs) are an important driving force for economic development, providing society with diversified products and services, promoting technological progress and industrial upgrading, increasing employment and tax revenue, and improving international competitiveness. However, SNEs also face challenges such as market competition, financing difficulties, and lack of talents. They need to continuously improve themselves and improve themselves to adapt to market changes and needs. This paper summarizes the development trends and challenges of SNEs in order to provide reference and suggestions for the development of SNEs.

(I) development trend

The development trend of SNEs mainly includes the following aspects:

Technological innovation: Technological innovation is the vitality and core competitiveness of SNEs, and is the driving force and guarantee for the development of SNEs. SNEs need to continuously carry out technology research and development and technology update, improve the level and standard of technology, increase the functions and characteristics of technology, form technical advantages and barriers, meet the needs and expectations of the market, and win the recognition and trust of the market.

Market expansion: market expansion is the development of SNEs space and direction, is the development of SNEs opportunities and challenges. SNEs need to continuously carry out market analysis and market adjustment, improve market sensitivity and adaptation, increase market share and influence, form market advantages and positions, meet market diversity and changes, and win market competition and cooperation.

Policy support: Policy support is the environment and conditions for the development of SNEs, and is the benefit and guarantee for the development of SNEs. SNEs need continuous policy attention and policy response, improve policy compliance and coordination, increase policy recognition and incentives, form policy preferences and convenience, meet policy norms and requirements, and win policy support and cooperation.

(II) development challenges

The development challenges of SNEs mainly include the following aspects:

Lack of funds: Lack of funds is the bottleneck and obstacle of the development of SNE, and it is the difficulty and pressure of the development of SNEs. SNEs need to continuously raise funds and manage funds, improve the source and efficiency of funds, increase the flow and utilization of funds, form a balance and stability of funds, meet the needs and expenditure of funds, and win the trust and support of funds.

Lack of talent: lack of talent is the development of SNEs constraints and shortcomings, is the development of SNEs problems and challenges. SNEs need to continuously introduce and cultivate talents, improve the quantity and quality of talents, increase the ability and expertise of talents, form the structure and echelon of talents, meet the needs and development of talents, and win the recognition and loyalty of talents.

Knowledge protection: Knowledge protection is the basis and guarantee of the development of SNEs, and it is the responsibility and obligation of the development of SNEs. SNEs need to continuously carry out knowledge creation and knowledge management, improve the value and contribution of knowledge, increase the property rights and protection of knowledge, form the advantages and resources of knowledge, meet the use and sharing of knowledge, and win the respect and recognition of knowledge.

5. conclusions and recommendations

Specialized new enterprises (SNEs) are enterprises, usually small and medium-sized enterprises, with expertise, innovation and high added value in a certain field or industry. SNEs play an important role in economic development, but they also face challenges such as market competition, financing difficulties, and lack of talents. This paper takes three SNEs customers served by Shangpu Consulting Company as a case study, and discusses the key areas and market segments of SNEs from the three fields of medical devices, new energy vehicles and artificial intelligence, as well as the professional services and solutions provided by Shangpu Consulting Company for SNEs. This paper also summarizes the development trends and challenges of SNEs in order to provide reference and suggestions for the development of SNEs. Finally, this paper puts forward the following suggestions, hoping to help the development of SNEs:

Strengthen technological innovation: SNEs should regard technological innovation as the vitality and core competitiveness of development, continue to carry out technological research and development and technological updates, improve the level and standard of technology, increase the functions and characteristics of technology, form technological advantages and barriers, and meet the market Demand and expectations, win market recognition and trust.

Expand market channels: SNEs should take market expansion as the space and direction of development, constantly carry out market analysis and market adjustment, improve market sensitivity and adaptation, increase market share and influence, form market advantages and position, meet market diversity and changes, and win market competition and cooperation.

Improve brand awareness: SNEs should take brand awareness as the image and reputation of development, continuously carry out brand building and brand promotion, improve brand recognition and attractiveness, increase brand trust and loyalty, form brand advantages and resources, meet brand utilization and sharing, and win brand respect and recognition.

Seeking partners: SNEs should regard partners as support and assistance for development, continue to seek and establish cooperation, improve the quantity and quality of cooperation, increase the ability and expertise of cooperation, form a structure and echelon of cooperation, and meet the needs of cooperation And development, win the recognition and loyalty of cooperation.

Strive for government support: SNEs should take government support as the environment and conditions for development, constantly carry out policy attention and policy response, improve policy compliance and coordination, increase policy recognition and incentives, form policy preferences and convenience, meet policy norms and requirements, and win policy support and cooperation.