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How to translate competitor research into action plans to achieve landing

2024-07-18 16:04:22 来源：尚普咨询浏览量：0

竞争对手调研的目的

竞争对手调研的目的是为了了解竞争环境，找出自身的优势和劣势，发现市场的机会和威胁，制定合适的竞争策略，提高竞争力和盈利能力。具体来说，竞争对手调研可以帮助企业实现以下几个目标：

识别和界定竞争对手：竞争对手不仅包括直接竞争对手，也包括潜在竞争对手、替代品竞争对手、供应商竞争对手、买方竞争对手等，需要根据不同的市场细分和消费者心智，确定最重要的竞争对手，并进行分类和分级。

了解和评估竞争对手的战略、能力、优势、劣势、动态和预期：竞争对手的战略是指竞争对手的目标、愿景、使命、价值观、定位、主张等，反映了竞争对手的方向和意图；竞争对手的能力是指竞争对手的资源、技术、产品、服务、渠道、推广、人才、组织、文化等，反映了竞争对手的实力和潜力；竞争对手的优势和劣势是指竞争对手相对于自身的优越和不足之处，反映了竞争对手的差异化和弱点；竞争对手的动态和预期是指竞争对手的行为、变化、趋势、计划、反应等，反映了竞争对手的活力和未来。

制定和优化自身的战略和营销策略：根据竞争对手调研的结果，企业可以确定自身的竞争定位，选择合适的竞争策略，如成本领先、差异化、集中化等；并制定相应的营销策略，如产品策略、价格策略、渠道策略、推广策略等，以满足目标市场的需求，创造和传递价值，增强品牌影响力，提高市场份额和利润率。

竞争对手调研的内容

竞争对手调研的内容可以根据不同的目的和需求进行选择和调整，一般包括以下几个方面：

企业概况：包括竞争对手的基本信息，如名称、地址、联系方式、规模、成立时间、股权结构、组织架构、管理团队、主要业务、主要客户、主要合作伙伴等。

企业发展：包括竞争对手的发展历程，如重要的里程碑、事件、变化、成就、荣誉、危机等，以及竞争对手的发展战略，如使命、愿景、目标、规划、预期等。

企业财务：包括竞争对手的财务状况，如营业收入、营业成本、营业利润、净利润、毛利率、净利率、资产负债率、流动比率、速动比率、销售增长率、利润增长率、市场份额、市场排名等。

企业创新：包括竞争对手的创新能力，如研发投入、研发团队、研发项目、研发成果、专利数量、专利质量、新产品上市、新技术应用、新模式探索、新服务推出等。

企业文化：包括竞争对手的文化特征，如价值观、信念、理念、风格、氛围、精神、口号、标志、符号、仪式、传统、习惯等。

企业营销：包括竞争对手的营销策略，如市场定位、目标市场、目标客户、产品策略、价格策略、渠道策略、推广策略、服务策略、客户关系管理、品牌建设、竞争优势、竞争劣势等。

竞争对手调研的方法和工具

竞争对手调研的方法和工具可以根据不同的内容和来源进行选择和组合，一般包括以下几种：

文献分析法：通过收集和分析竞争对手的公开文献，如官方网站、年报、招股书、新闻报道、行业报告、市场调研报告、专利文献、政策法规等，获取竞争对手的第一手信息，进行系统的整理和归纳。

访谈调查法：通过与竞争对手的相关人员，如管理者、员工、客户、供应商、合作伙伴、行业专家等，进行面对面或电话的访谈，获取竞争对手的第二手信息，进行深入的分析和解读。

观察参与法：通过亲自或委托他人，以顾客、合作伙伴、咨询者等身份，参与竞争对手的活动，如展会、发布会、培训会、体验活动等，或者购买竞争对手的产品和服务，观察竞争对手的行为和表现，获取竞争对手的第三手信息，进行客观的评价和比较。

网络分析法：通过利用互联网和社交媒体，如搜索引擎、论坛、博客、微博、微信、抖音、小红书等，收集和分析竞争对手的网络信息，如网站流量、Keywords排名、用户评论、用户反馈、用户口碑、用户满意度、用户忠诚度、用户转化率、用户留存率等，了解竞争对手的网络影响力和用户喜好。

情报分析法：通过运用情报分析的理论和方法，如波特五力模型、SWOT分析、PEST分析、价值链分析、核心竞争力分析、战略群分析、竞争态势分析、竞争预警分析等，对竞争对手的信息进行综合的分析和评估，揭示竞争对手的战略意图、竞争优势、竞争劣势、竞争态势、竞争风险、竞争机会等，为制定自身的竞争策略提供依据和参考。

How to translate competitor research into action plans to achieve landing

竞争对手调研的结果需要转化为具体的行动方案，并有效地执行和监控，才能实现落地。以下是尚普咨询公司在为某家汽车制造商提供竞争对手调研服务时，如何将调研结果转化为行动方案，实现落地的具体步骤和注意事项：

第一步，明确调研目标和范围：尚普咨询公司与客户沟通，了解客户的需求和期望，确定调研的目标和范围，如调研的竞争对手的数量、类型、地域、市场等，以及调研的内容、方法、工具、时间、预算等，制定调研计划和方案，与客户确认和签署。

第二步，收集和分析竞争对手的信息：尚普咨询公司根据调研计划和方案，采用文献分析法、访谈调查法、观察参与法、网络分析法等，从多个渠道和角度，收集竞争对手的信息，如企业概况、企业发展、企业财务、企业创新、企业文化、企业营销等，运用情报分析法，对竞争对手的信息进行综合的分析和评估，形成竞争对手调研报告，与客户分享和讨论。

第三步，制定和优化自身的战略和营销策略：尚普咨询公司根据竞争对手调研报告的结果，与客户一起，制定和优化自身的战略和营销策略，如确定自身的竞争定位、选择合适的竞争策略、制定相应的营销策略等，明确自身的竞争优势和劣势，发现市场的机会和威胁，制定行动方案，包括行动的目标、内容、步骤、责任、资源、时间、标准、预期等，与客户确认和签署。

第四步，执行和监控行动方案：尚普咨询公司协助客户执行和监控行动方案，如协调和指导客户的内部和外部资源，如人员、技术、产品、服务、渠道、推广等，按照行动方案的要求，进行有效的执行和实施，同时，定期收集和分析执行的数据和反馈，如销售额、市场份额、客户满意度、品牌知名度等，与行动方案的标准和预期进行对比和评估，及时发现和解决执行中的问题和困难，调整和优化行动方案，确保行动方案的落地和效果。

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