Definition and significance of 1. competitor research

Competitor research refers to the process of collecting, organizing, analyzing and evaluating the situation and behavior of its existing or potential competitors in order to obtain valuable information and insights, so as to formulate effective competitive strategies. The significance of competitor research is mainly reflected in the following aspects:

Help enterprises to understand the market environment, identify the competitive situation, predict the competitive trend, grasp the competitive opportunity.

Help enterprises to find their own and competitors strengths and weaknesses, identify gaps and potential, enhance competitiveness.

Help enterprises to analyze the strategic intentions of competitors, predict the possible actions of competitors, and formulate effective countermeasures.

Help enterprises to learn the successful experience of competitors, learn from the excellent practices of competitors, innovative competition model.

Evaluation and optimization framework for 2. competitor research

The evaluation and optimization of competitor research is an ongoing cyclical process that includes the following four steps:

Determine the assessment objectives: The assessment objectives are the results or effects to be obtained through the assessment, which determine the basis and criteria for the assessment. Assessment objectives should be clear, quantifiable, comparable and operable. Evaluation objectives can be determined from the following aspects:

The purpose of competitor research: the purpose of competitor research refers to the reason and intention of the enterprise to conduct competitor research, which determines the direction and focus of competitor research. The purpose of competitor research can be determined according to the strategic needs and problems of the enterprise, for example, entering new markets, developing new products, responding to competitive threats, etc.

The content of competitor research: The content of competitor research refers to the information and data of competitors that enterprises collect and analyze, which determines the scope and depth of competitor research. The content of competitor research can be determined according to the characteristics and behavior of competitors, for example, the background, objectives, strategies, resources, capabilities, strengths, weaknesses, performance, trends, etc. of competitors.

The method of competitor research: The method of competitor research refers to the tools and techniques used by enterprises to collect and analyze competitor information, which determines the efficiency and accuracy of competitor research. The method of competitor research can be determined by the source and type of information, e.g., first-hand and second-hand information, qualitative and quantitative information, public and non-public information, etc.

The process of competitor research: The process of competitor research refers to the steps and sequence in which a company conducts competitor research, which determines the logic and systematicness of competitor research. The process of competitor research can be determined according to the stage of information collection and analysis, for example, determining the scope of competitors, collecting competitor information, analyzing competitor information, evaluating competitor information, and formulating competitive strategies.

Results of competitor research: The results of competitor research refer to the information and insights obtained by the enterprise through competitor research, which determines the value and benefits of competitor research. The results of competitor research can be determined by the quality and application of the information, for example, the completeness, accuracy, timeliness, relevance, and credibility of the information, as well as the way it is presented, delivered, and used.

Selection of evaluation methods: Evaluation methods are the tools and techniques used to evaluate the effectiveness and quality of competitor research, which determine the reliability and validity of the evaluation. The evaluation method should be reasonable, scientific, objective and flexible. The evaluation method can be selected from the following aspects:

Evaluation indicators: Evaluation indicators are specific criteria used to measure the effectiveness and quality of competitor research, which determine the basis and focus of the evaluation. The evaluation indicators should be consistent with the evaluation objectives and have the characteristics of observability, measurability, comparability and controllability. Evaluation indicators can be selected according to the purpose, content, methods, processes and results of competitor research, such as the quantity, quality, timeliness, relevance and credibility of information, as well as the depth, breadth, angle and innovation of information analysis, as well as the presentation, delivery and use of information.

Assessment methodology: Assessment methodology refers to the specific tools and techniques used to calculate and analyze assessment indicators, which determine the methodology and techniques of assessment. The evaluation method should match the evaluation index and have the characteristics of feasibility, effectiveness, objectivity and flexibility. The evaluation method can be selected according to the type and characteristics of the information, for example, qualitative evaluation and quantitative evaluation, subjective evaluation and objective evaluation, self-evaluation and other evaluation, individual evaluation and comprehensive evaluation, etc.

Evaluation data: Evaluation data refers to the specific information and evidence used to support and prove the results of the assessment, which determines the credibility and persuasiveness of the assessment. The evaluation data should be compatible with the evaluation method and have the characteristics of accessibility, processability, comparability and interpretability. The evaluation data can be selected according to the source and form of the information, for example, internal data and external data, raw data and processed data, text data and chart data, numerical data and text data, etc.

Evaluation Report: An evaluation report is a specific document and form used to present and communicate the results of an evaluation, which determines the readability and usability of the evaluation. The assessment report should be consistent with the assessment objectives and should be concise, clear, complete and normative. The evaluation report may be selected according to the content and structure of the information, e.g., title, summary, table of contents, body, conclusion, recommendation, appendix, etc.

Implementation evaluation: Implementation evaluation refers to the process of evaluation calculation and analysis according to evaluation methods and data, which determines the actual operation and implementation of evaluation. The implementation evaluation should have the characteristics of operability, controllability, traceability and improvement. Implementation assessment can be carried out from the following aspects:

Collecting evaluation data: Collecting evaluation data refers to the process of obtaining the information and evidence required for evaluation from various channels and methods, which determines the data basis and quality of evaluation. The collection of assessment data should follow the following principles:

Purpose: The collection of evaluation data should be determined according to the evaluation objectives and indicators, avoiding the collection of irrelevant or duplicate data.

Validity: The collection and evaluation data should ensure the authenticity, accuracy, timeliness and completeness of the data, and avoid the distortion or lack of data.

Legitimacy: The collection of evaluation data should comply with relevant laws and ethics, respect the source and owner of the data, and avoid data infringement or leakage.

Economic: The collection and evaluation data should consider the cost and benefit of the data, optimize the source and method of the data, and avoid the waste or inefficiency of the data.

Processing evaluation data: Processing evaluation data refers to the process of sorting, summarizing, classifying, filtering, transforming, etc. of the collected data, which determines the availability and analysiability of the evaluated data. The following principles should be followed in processing assessment data:

Systematic: The evaluation data should be processed in accordance with a certain logic and sequence, and the framework and structure of the data should be established to avoid confusion or omission of data.

Simplicity: Processing evaluation data should remove data redundancy and noise, extract the core and essence of the data, and avoid complexity or verbosity of the data.

Consistency: The processing of evaluation data should maintain the uniformity of data formats and standards, eliminate data differences and contradictions, and avoid data inconsistencies or incompatibilities.

Flexibility: The processing of evaluation data should be adjusted and modified according to the needs and changes of the evaluation, increase the diversity and adaptability of the data, and avoid the rigidity or solidification of the data.

Analysis and evaluation data: Analysis and evaluation data refers to the process of calculating, comparing, summarizing, reasoning and other operations on the processed data using various tools and techniques, which determines the value and insight of the data evaluated. The analysis and evaluation of data should follow the following principles:

Scientific: The analysis and evaluation of data should be based on facts and evidence, using reasonable and effective methods, and avoiding subjective and biased influence.

Objectivity: The analysis and evaluation data should be carried out from multiple angles and dimensions, taking into account the influence of various factors and conditions, and avoiding one-sided and limited perspectives.

Innovativeness: Analyzing and evaluating data should seek new discoveries and implications, raise new questions and assumptions, and avoid old and mediocre thinking.

Logicality: Analyzing and evaluating data should follow a certain process of thinking and argumentation, establishing connections and relationships between data, and avoiding errors and fallacious reasoning.

Evaluation of evaluation data: Evaluation of evaluation data refers to the process of judging, evaluating and summarizing the analyzed data according to the evaluation indicators and standards, which determines the significance and conclusion of the evaluation data. The evaluation of data should follow the following principles:

Comparability: The evaluation assessment data should be compared with other data or standards to highlight the strengths and weaknesses of the data and to avoid isolation or meaninglessness of the data.

Credibility: the evaluation data should be fully based and proved, explain the source and method of the data, and avoid the falsehood or unreliability of the data.

Usability: The evaluation evaluation data should have a clear purpose and intent, guide the application and utilization of the data, and avoid the uselessness or waste of the data.

Improvability: The evaluation and evaluation data should have clear advantages, disadvantages and problems, and propose improvement and perfection of the data to avoid stagnation or regression of the data.

Optimization research: Optimization research refers to the process of improving and enhancing the purpose, content, methods, processes and results of competitor research based on evaluation results and feedback, which determines the continuity and progress of competitor research. Optimization research should be sustainable, iterative, learnable and innovative. Optimization research can be carried out from the following aspects:

Purpose of revision research: The purpose of revision research refers to the process of adjusting and modifying the reasons and intentions of competitor research based on evaluation results and feedback, which determines the direction and focus of competitor research. The following principles should be followed to amend the purpose of the survey:

Adaptability: The purpose of revising the research should be based on changes in the market environment and competitive situation, and the needs and problems of competitor research should be adjusted in a timely manner to avoid lagging or disjointed competitor research.

Clarity: The purpose of the revised research should clarify the primary and secondary objectives of the competitor's research, as well as the priority and relevance between the objectives, to avoid ambiguity or confusion in the competitor's research.

Realizability: The purpose of revising the research should consider the feasibility and difficulty of competitor research, as well as the resources and conditions of competitor research, to avoid unrealistic or inoperable competitor research.

Measurability: The purpose of the revision research should set specific indicators and criteria for competitor research, as well as the duration and stage of competitor research, to avoid unevaluable or uncontrollable competitor research.

Improving research content: Improving research content refers to the process of supplementing and updating competitor research information and data based on evaluation results and feedback, which determines the scope and depth of competitor research. Improve the research content should follow the following principles:

Completeness: Improve the research content should cover all aspects and levels of competitors, including the background, objectives, strategies, resources, capabilities, strengths, weaknesses, performance, trends, etc. of competitors, to avoid one-sided or incomplete research of competitors.

Relevance: Perfect research content should match the purpose and indicators of competitor research, select information and data that are valuable and meaningful to competitor research, and avoid irrelevant or redundant competitor research.

Timeliness: improve the research content should be in line with the latest situation and behavior of competitors, timely access to and update the competitor's information and data, to avoid the competitor's research out of date or invalid.

In-depth: To improve the research content, we should conduct in-depth analysis and interpretation of competitors' information and data, reveal the nature and laws of competitors, and avoid the superficiality or appearance of competitors' research.

Improving research methods: Improving research methods refers to the process of optimizing and innovating the tools and techniques of competitor research based on evaluation results and feedback, which determines the efficiency and accuracy of competitor research. Improving research methods should follow the following principles:

Effectiveness: Improving research methods should select tools and techniques that can effectively collect and analyze competitor information, improve the quality and effectiveness of competitor research, and avoid ineffective or inefficient competitor research.

Diversity: Improving research methods should use a variety of different tools and techniques to increase the perspective and dimension of competitor research and avoid single or lack of competitor research.

Innovation: To improve research methods, new or improved tools and techniques should be tried to improve the level and ability of competitor research and avoid obsolescence or backwardness of competitor research.

Adaptability: Improved research methods should be adjusted and adapted to the characteristics and changes of competitor information, enhance the flexibility and responsiveness of competitor research, and avoid the rigidity or solidification of competitor research.

Standardized research process: Standardized research process refers to the process of planning and arranging the steps and sequence of competitor research based on evaluation results and feedback, which determines the logic and systematicness of competitor research. Standardized research process should follow the following principles:

Clarity: The standard research process should clarify each stage and link of competitor research, as well as the relationship and transformation between stages and links, so as to avoid confusion or unclear competitor research.

Coherence: The standardized research process should maintain the consistency and interconnectedness of competitor research, as well as the matching of input and output of competitor research, to avoid the fracture or incoherence of competitor research.

Efficiency: Standardizing the research process should optimize the allocation and utilization of time and resources for competitor research, as well as the ways and methods of collaboration and communication for competitor research, to avoid waste or inefficiency in competitor research.

Controllability: Standardizing the research process should set up mechanisms and means for the supervision and control of competitor research, as well as the prevention and resolution of risks and problems of competitor research, so as to avoid out-of-control or uncontrollable competitor research.

Enhancing research results: Enhancing research results refers to the process of presenting and transmitting information and insights from competitor research based on evaluation results and feedback, which determines the value and benefits of competitor research. The following principles should be followed to improve the research results:

Readability: To improve the research results, concise, clear, complete and standardized language and format, as well as appropriate charts and attachments, should be used to present the information and insights of competitor research and avoid complexity, ambiguity, incompleteness or irregularities in competitor research.

Usability: Improving research results should use appropriate methods and channels, as well as timely timing and frequency, to convey information and insights from competitor research and avoid untimely or inadequate competitor research.

Credulity: To improve the results of the survey, sufficient evidence and evidence should be provided, as well as appropriate comments and explanations, to support and confirm the information and insights of the competitor's research, and to avoid the falsehood or unreliability of the competitor's research.

Feasibility: To improve the research results, specific suggestions and plans, as well as feasible measures and steps, should be put forward to guide and promote the application and utilization of competitor research information and insights, so as to avoid the uselessness or waste of competitor research.

Case study 3. evaluation and optimization of competitor research

In order to better illustrate the framework and methods of evaluation and optimization of competitor research, this paper will show the specific application and effect of evaluation and optimization in combination with some competitor research cases provided by Champ Consulting for customers. Shangpu Consulting Company is a professional strategic consulting company, which provides customized competitor research services for customers from all walks of life, helps customers understand the competitive environment, formulate effective competitive strategies, and enhance competitiveness. Here are some of the competitor research examples from Champ Consulting:

Case 1: An internationally renowned automobile manufacturer plans to enter the Chinese market and needs to understand the competitive landscape of the Chinese automobile market, as well as the situation and strategies of its main competitors, in order to formulate an appropriate market entry strategy. Champu Consulting provided the following competitor research services to this client:

Research purpose: to understand the scale, structure, trends and characteristics of China's automobile market, as well as the share, advantages, disadvantages, strategies and trends of major competitors, so as to provide basis and guidance for customers to formulate effective market entry strategies.

Research content: collect and analyze the following information and data:

Overview of China's automotive market: including market size, growth, distribution, segmentation, consumers, policies, etc.

Competitors in China's auto market: including the scope, number, type, characteristics, etc. of competitors.

Major competitors in China's auto market: including competitors' background, objectives, strategies, resources, capabilities, strengths, weaknesses, performance, trends, etc.

Methodology: Use the following tools and techniques:

First-hand information: Get first-hand information and data by visiting relevant institutions, enterprises, experts, consumers, etc. in the Chinese auto market.

Qualitative analysis: Through the use of SWOT analysis, Porter five forces analysis, value chain analysis, etc., the competitor's information and data for qualitative analysis and interpretation.

Quantitative analysis: quantitative calculation and comparison of competitors' information and data by using statistical analysis, regression analysis, cluster analysis, etc.

Research process: follow the following steps and sequence:

Determine the scope of competitors: According to the customer's goals and needs, as well as the characteristics of the Chinese auto market, determine the scope and standards of competitors, and screen out the main competitors.

Collect competitor information: According to the characteristics and behavior of competitors, collect relevant information and data of competitors from various channels and methods.

Analysis of competitor information: According to the types and characteristics of competitor information and data, the use of appropriate tools and techniques to calculate, compare, summarize, and reason about competitor information and data.

Evaluation of competitor information: according to the purpose and indicators of competitor research, as well as the quality and application of competitor information and data, the competitor's information and data to judge, evaluate, summarize and other operations.

Develop competitive strategies: based on competitors' information and insights, as well as customers' goals and needs, propose appropriate competitive strategies and recommendations to guide customers to enter the Chinese automotive market.

Findings: Presented and delivered in the following ways and forms:

Research Report: In written form, using concise, clear, complete and standardized language and format, as well as appropriate charts and attachments, presenting information and insights from competitor research, including title, summary, table of contents, body, conclusions, recommendations, appendices, etc.

Research presentation: in oral form, using vivid, interesting, powerful and persuasive language and expression, as well as beautiful slides and videos, to convey the information and insights of competitor research, including background, purpose, content, method, process, results, etc.

Research feedback: in the form of interaction, using friendly, sincere, professional and cooperative attitude and way, communicate and communicate with customers, obtain customer opinions and suggestions, as well as customer satisfaction and evaluation.

Research and evaluation: according to the following indicators and methods:

Evaluation indicators: including the following aspects:

Completeness of information: refers to whether the information of the competitor's research covers all aspects and levels of the competitor, and whether the information of the competitor's research is missing or omitted.

Accuracy of information: refers to whether the information surveyed by competitors is consistent with the true situation and behavior of competitors, and whether the information surveyed by competitors is inaccurate or distorted.

Timeliness of information: refers to whether the information surveyed by competitors is consistent with the latest situation and behavior of competitors, and whether the information surveyed by competitors is lagging or outdated.

Relevance of information: refers to whether the information of competitor research matches the purpose and indicators of competitor research, and whether the information of competitor research is valuable and meaningful.

Credibility of information: refers to whether the competitor's research information has sufficient basis and proof, and whether the competitor's research information has a description of the source and method.

Depth of information analysis: refers to whether the information of competitor research has in-depth analysis and interpretation, and whether the information of competitor research has the essence and law revealed.

Breadth of information analysis: refers to whether the information surveyed by competitors is analyzed from multiple perspectives and dimensions, and whether the information surveyed by competitors is considered for factors and conditions.

Information analysis perspective: refers to whether the information researched by competitors has new findings and implications, and whether the information researched by competitors has problems and assumptions.

Information analysis innovation: refers to whether the information researched by competitors has the use of new or improved tools and technologies, and whether the information researched by competitors has the level and ability to improve.

Presentation of information: refers to whether the information investigated by competitors has a concise, clear, complete and standardized language and format, as well as the use of appropriate charts and attachments.

The way of information transmission: refers to whether the information of competitors research has the appropriate way and channel, as well as the choice of timely timing and frequency.

How information is used: refers to whether the information investigated by competitors has a clear purpose and intention, as well as specific suggestions and proposals.

Assessment methods: including the following aspects:

Qualitative assessment: Through the use of SWOT analysis, Porter's five forces analysis, value chain analysis, etc., qualitative analysis and evaluation of competitor research information to understand the strengths and weaknesses of competitors, as well as the strategic intentions and trends of competitors.

Quantitative evaluation: through the use of statistical analysis, regression analysis, cluster analysis, etc., to compare the performance and level of competitors, as well as the differences and relationships of competitors.

Subjective evaluation: Subjective evaluation of competitor research information through the use of self-evaluation and other evaluation to reflect the satisfaction and evaluation of competitor research, as well as the opinions and suggestions of competitor research.

Objective assessment: Through the use of standards and indicators, the competitor research information to objectively evaluate the effectiveness and quality of competitor research, as well as the strengths and weaknesses of competitor research and problems.

Individual evaluation: through the purpose, content, methods, processes and results of competitor research and other aspects of a separate evaluation, to analyze the performance and level of each aspect of competitor research, as well as the advantages and disadvantages of each aspect of competitor research and differences.

Comprehensive evaluation: A comprehensive evaluation of the purpose, content, methodology, process and results of the competitor's research to summarize the overall effectiveness and quality of the competitor's research, as well as the overall strengths, weaknesses and problems of the competitor's research.

Evaluation data: including the following aspects:

Internal data: Assess the economy and efficiency of competitor research by collecting and analyzing the company's own data, such as competitor research time, cost, personnel, resources, etc.

External data: Assess the credibility and effectiveness of competitor research by collecting and analyzing customer and third-party data, such as feedback, evaluation, satisfaction, and effectiveness of competitor research.

Raw data: Assess the completeness and accuracy of competitor research by collecting and analyzing raw information and data from competitor research, such as competitor's background, objectives, strategies, resources, capabilities, strengths, weaknesses, performance, trends, etc.

Processing data: Assess the relevance and depth of competitor research by collecting and analyzing processing information and data from competitor research, such as competitor analysis, evaluation, summary, recommendations, etc.

Text data: Assess the readability and usability of competitor research by collecting and analyzing information and data in the form of text from competitor research, such as competitor research reports, presentations, feedback, etc.

Chart data: Assess the visibility and understandability of competitor research by collecting and analyzing information and data in the form of charts, attachments, videos, etc. of competitor research.

Assessment Report: Presented and delivered in the following ways and forms:

Evaluation report: in written form, using concise, clear, complete and standardized language and format, as well as appropriate charts and attachments, presenting the evaluation results and feedback of competitor research, including title, summary, table of contents, body, conclusion, recommendation, appendix, etc.

Evaluation presentation: in oral form, using vivid, interesting, powerful and persuasive language and expression, as well as beautiful slides and videos, to convey the evaluation results and feedback of competitor research, including background, purpose, content, method, process, results, etc.

Evaluation feedback: in the form of interaction, using a friendly, sincere, professional and cooperative attitude and manner, communicate and communicate with customers, obtain customer opinions and suggestions, as well as customer satisfaction and evaluation.

Research optimization: according to the following indicators and methods:

Optimization metrics: include the following:

Information integrity: refers to whether the optimized competitor research information covers all aspects and levels of the competitor, and whether the competitor research information is not missing or omitted.

Accuracy of information: refers to whether the information surveyed by the optimized competitor is consistent with the true situation and behavior of the competitor, and whether the information surveyed by the competitor is free of errors or distortions.

Timeliness of information: refers to whether the information of the optimized competitor research is consistent with the latest situation and behavior of the competitor, and whether the information of the competitor research is not lagging or outdated.

Relevance of information: refers to whether the information of the optimized competitor research matches the purpose and indicators of the competitor's research, and whether the information of the competitor's research is valuable and meaningful.

Credibility of information: refers to whether the optimized competitor research information has sufficient basis and proof, and whether the competitor research information has a description of the source and method.

Depth of information analysis: refers to whether the optimized competitor research information has in-depth analysis and interpretation, and whether the competitor research information has the essence and law revealed.

Breadth of information analysis: refers to whether the optimized competitor research information has multi-angle and multi-dimensional analysis, and whether the competitor research information has factors and conditions to consider.

Information analysis perspective: refers to whether the optimized competitor research information has new findings and implications, and whether the competitor research information has problems and assumptions.

Information analysis innovation: refers to whether the optimized competitor research information has the use of new or improved tools and technologies, and whether the competitor research information has improved level and ability.

Presentation of information: refers to whether the optimized competitor research information has a concise, clear, complete and standardized language and format, as well as the use of appropriate charts and attachments.

The way of information transmission: refers to whether the optimized competitor research information has the appropriate way and channel, as well as the choice of timely timing and frequency.

How information is used: refers to whether the optimized competitor research information has a clear purpose and intent, as well as specific suggestions and proposals.

Optimization method: including the following aspects:

Purpose of revision research: According to the evaluation results and feedback, adjust and modify the reasons and intentions of competitor research to adapt to changes in the market environment and competitive situation, as well as changes in customer needs and problems, and improve the pertinence and relevance of competitor research Effectiveness.

Improve the research content: According to the evaluation results and feedback, supplement and update the information and data of competitor research to cover all aspects and levels of competitors, as well as the latest situation and behavior of competitors, and improve the comprehensiveness and timeliness of competitor research.

Improve research methods: Based on evaluation results and feedback, optimize and innovate tools and techniques for competitor research to select effective and diverse tools and techniques, and try new or improved tools and techniques to improve the efficiency and accuracy of competitor research.

Standardize the research process: according to the evaluation results and feedback, plan and arrange the steps and sequence of competitor research, so as to clarify and maintain the logic and system of competitor research, optimize and control the time and resources of competitor research, and improve the clarity and efficiency of competitor research.

Improve the research results: based on the evaluation results and feedback, present and transfer the information and insight of competitor research to use concise, clear, complete and standardized language and format, as well as appropriate charts and attachments, to present the information and insight of competitor research, and use appropriate methods and channels, as well as timely timing and frequency, to convey the information and insight of competitor research, improve readability and usability of competitor research.

Optimization effect: presented and delivered in the following ways and forms:

Optimization report: in written form, using concise, clear, complete and standardized language and format, as well as appropriate charts and attachments, presenting the optimization results and feedback of competitor research, including title, summary, table of contents, body, conclusion, recommendation, appendix, etc.

Optimization presentation: in oral form, using vivid, interesting, powerful and persuasive language and expression, as well as beautiful slides and videos, to convey the optimization results and feedback of competitor research, including background, purpose, content, method, process, results, etc.

Optimize feedback: In the form of interaction, use friendly, sincere, professional and cooperative attitudes and methods to communicate and communicate with customers, obtain customer opinions and suggestions, and customer satisfaction and evaluation.