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Champ Consulting: Four Levels and Five Points of Competitor Analysis

2024-07-18 16:04:13  来源:尚普咨询  浏览量:0

竞争对手分析的四个层次

竞争对手分析的第一步是确定谁是你的竞争对手。根据 迈克尔·波特 的竞争战略框架,竞争对手可以分为以下四个层次:

产业竞争对手:指在同一市场上出售相同或类似的产品或服务的其他公司。这是最直接的竞争对手,也是最容易发现的竞争对手。例如,尚普咨询的产业竞争对手包括其他提供市场调研、投融资咨询、IPO上市咨询等服务的公司,如1、2、3等。

买方:指市场上的消费者或客户,他们对产品或服务的需求、偏好、购买力等会影响企业的销售和利润。买方的竞争力取决于他们的议价能力和替代选择。例如,尚普咨询的买方包括各行各业的企业,他们对市场研究和投融资咨询的需求和预算会影响尚普咨询的收入和利润。

供方:指为企业提供原材料、设备、人力、资金等生产要素的其他公司或个人。供方的竞争力取决于他们的供应能力和议价能力。例如,尚普咨询的供方包括各种数据源、软件平台、人才市场、金融机构等,他们对尚普咨询的服务质量和成本有重要影响。

替代者:指可以满足相同或类似的消费需求,但不属于同一市场的其他产品或服务。替代者的竞争力取决于他们的性价比和创新能力。例如,尚普咨询的替代者包括各种自助式的市场分析工具、在线教育平台、社交媒体等,他们可能会降低尚普咨询的潜在客户群和市场份额。

除了这四个层次,还有一个层次是潜在进入者,指有意进入同一市场的其他公司或个人。潜在进入者的竞争力取决于他们的资源和能力,以及市场的进入壁垒。例如,尚普咨询的潜在进入者包括其他行业的咨询公司、互联网公司、学术机构等,他们可能会利用自身的优势和市场的机会,对尚普咨询构成威胁。

每个层次的竞争对手都有不同的影响力和威胁程度,需要根据自身的情况进行权衡和应对。一般来说,产业竞争对手是最直接和最强烈的竞争对手,需要重点关注和分析;买方和供方是影响企业利润的重要因素,需要维护和管理好关系;替代者和潜在进入者是影响企业未来发展的潜在因素,需要警惕和防范。

竞争对手分析的五个要点

竞争对手分析的第二步是收集和分析竞争对手的相关信息,以了解他们的优势和劣势,从而为自己的产品制定更精准的策略。竞争对手分析的五个要点是:

找到竞争对手:通过搜索引擎、分类网站、广告历史等方法,找出与自己在同一市场上竞争的公司或个人,一般选择3~5个最主要的竞争对手进行深入分析。

获取背景信息:通过公司概述网站、财务报表、新闻报道等渠道,获取竞争对手的基本信息,如成立年份、投资方、收购公司、员工数、客户数、收入等,以了解竞争对手的规模、历史和财务状况。

研究产品和服务:通过亲自体验、用户评价、专业评测等方式,了解竞争对手的产品和服务的功能、特点、优缺点、价格等,以了解竞争对手的产品力和服务力。

熟悉目标和定位:通过主页、广告、口号、宣传资料等渠道,了解竞争对手的目标市场和目标客户,以及他们的品牌形象、价值主张、核心优势等,以了解竞争对手的市场定位和品牌定位。

分析优势和劣势:通过SWOT分析等方法,综合竞争对手的背景信息、产品和服务、目标和定位等,分析竞争对手的优势和劣势,以及他们的机会和威胁,以了解竞争对手的竞争力和发展趋势。

每个要点都需要运用有效的方法和工具,以获取全面和准确的数据和信息。同时,也需要注意竞争对手的信息可能会随着时间和市场的变化而变化,因此需要定期更新和跟踪竞争对手的动态和变化。

竞争对手分析的应用

竞争对手分析的第三步是运用竞争对手分析的结果,来制定自己的产品策略和市场策略,以提升自身的竞争力。竞争对手分析的结果可以帮助企业确定自己的市场定位、差异化优势、增长机会和风险防范等方面,从而制定合适的营销策略、产品策略、渠道策略和价格策略等。以下是一些具体的应用方法:

确定市场定位:根据竞争对手的目标市场和目标客户,以及自身的资源和能力,确定自己的目标市场和目标客户,以及自己在市场上的位置和角色。例如,尚普咨询的目标市场是中小型企业,目标客户是需要市场研究和投融资咨询的企业,尚普咨询在市场上的定位是专业、高效、灵活的市场研究和投融资咨询服务提供商。

建立差异化优势:根据竞争对手的产品和服务的优缺点,以及自身的产品和服务的特点,找出自己的差异化优势,即自己的产品和服务能够满足客户的哪些需求,而竞争对手不能或不如自己满足的需求。例如,尚普咨询的差异化优势是提供定制化、实时更新、数据驱动的市场研究和投融资咨询服务,以及拥有丰富的行业经验和专业知识的咨询团队。

寻找增长机会:根据竞争对手的目标和定位的变化,以及自身的优势和劣势的变化,寻找市场上的增长机会,即自己的产品和服务能够开拓的新的市场或客户,或者能够提升的市场份额或客户忠诚度的机会。例如,尚普咨询的增长机会是利用自己的数据分析能力和行业知识,为客户提供更多的增值服务,如市场预测、竞争策略、风险评估等,以及拓展更多的行业和地区的客户。

防范风险威胁:根据竞争对手的优势和劣势的变化,以及自身的机会和威胁的变化,防范市场上的风险威胁,即自己的产品和服务可能面临的来自竞争对手或其他因素的挑战或危机。例如,尚普咨询的风险威胁是竞争对手可能会提供更低的价格或更好的服务,或者市场上可能会出现更多的替代者或潜在进入者,或者客户的需求或偏好可能会发生变化等。

以上是一些常用的应用方法,具体的策略需要根据自身的情况和市场的变化进行调整和优化。竞争对手分析不是一次性的工作,而是一个持续的过程,需要不断地收集、分析和应用竞争对手的信息,以保持自身的竞争优势和市场领先地位。

尚普咨询的竞争对手分析案例

为了更好地说明竞争对手分析的方法和工具,以及如何根据竞争对手分析的结果,制定出符合自身特点和市场需求的策略,本文将结合尚普咨询的实际案例,进行具体的展示和分析。

尚普咨询是一家专业提供市场研究和投融资咨询服务的公司,成立于2018年,总部位于北京,拥有约50名员工,主要服务于中小型企业,尤其是互联网、科技、教育等行业的企业。尚普咨询的核心价值是为客户提供定制化、实时更新、数据驱动的市场研究和投融资咨询服务,以帮助客户了解市场动态、把握市场机会、制定市场策略、寻找投资方、完成融资交易等。




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  • On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

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