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2024-07-18 16:04:25 来源：尚普咨询浏览量：0

一、竞争对手的界定

竞争对手的界定是竞争对手调研的第一步，也是最关键的一步。竞争对手的界定需要从市场、客户和产品三个维度来考虑，即：

市场维度：竞争对手是指在同一市场或者相邻市场上，提供相同或者类似的产品或服务，满足相同或者类似的客户需求，竞争相同或者类似的市场份额的企业。例如，尚普咨询的竞争对手包括其他提供市场调研、投融资咨询、IPO上市咨询等服务的咨询机构，如[罗兰贝格]、[德勤]、[普华永道]等。

客户维度：竞争对手是指针对同一客户群体或者相邻客户群体，提供相同或者类似的价值主张，满足相同或者类似的客户需求，影响相同或者类似的客户决策的企业。例如，尚普咨询的竞争对手包括其他针对中小型企业、创业企业、投资机构等客户，提供专业的市场研究、投资决策、IPO辅导等服务的咨询机构，如[易观]、[零点研究]、[中金公司]等。

产品维度：竞争对手是指提供同一产品或者相邻产品，具有相同或者类似的功能、性能、品质、价格等属性，满足相同或者类似的客户需求，形成相同或者类似的替代效应的企业。例如，尚普咨询的竞争对手包括其他提供行业研究报告、市场调研报告、投资可行性报告、募投可研报告等产品的咨询机构，如[赛迪顾问]、[易观智库]、[中商情报网]等。

竞争对手的界定需要根据不同的目的和情境来进行，不同的竞争对手可能会对企业产生不同的影响和威胁。因此，尚普咨询在为客户进行竞争对手调研时，会根据客户的具体需求和目标，选择合适的竞争对手范围和层次，以便更有效地分析竞争对手的情况和策略。

二、竞争对手的信息收集

竞争对手的信息收集是竞争对手调研的第二步，也是最基础的一步。竞争对手的信息收集需要从多个渠道和角度来进行，以获取尽可能全面和准确的信息。竞争对手的信息收集主要包括以下几种方式：

公开信息收集：通过访问竞争对手的官方网站、社交媒体平台、新闻媒体、行业协会、商业数据库和市场调研报告等渠道，收集竞争对手的公司资料、产品介绍、服务内容、财务报告、战略规划、市场动态、客户评价等公开信息。这种方式的优点是信息来源广泛、容易获取、成本低廉，缺点是信息可能不完整、不及时、不准确、不深入。

隐秘信息收集：通过秘密访问竞争对手的内部人员、客户、供应商、合作伙伴、分销商等，收集竞争对手的机密信息，如产品设计、技术研发、成本结构、价格策略、渠道管理、客户满意度、市场反馈、未来计划等。这种方式的优点是信息更真实、更有价值、更有针对性，缺点是信息难以获取、成本高昂、风险较大、道德存疑。

实地考察：通过亲自或者委托第三方到竞争对手的生产基地、销售网点、服务中心等地方，进行实地考察和体验，收集竞争对手的现场信息，如产品质量、生产效率、服务水平、客户反馈、市场占有率等。这种方式的优点是信息更直观、更客观、更具体，缺点是信息有限、费时费力、可能引起对方警觉。

模拟竞争：通过模拟竞争对手的行为和策略，预测竞争对手的可能反应和结果，收集竞争对手的潜在信息，如竞争优势、竞争劣势、竞争意图、竞争风险等。这种方式的优点是信息更深入、更前瞻、更有启发，缺点是信息不确定、不稳定、不可靠。

尚普咨询在为客户进行竞争对手信息收集时，会综合运用以上各种方式，根据不同的竞争对手类型和特点，选择合适的信息来源和方法，以确保信息的有效性和可靠性。同时，尚普咨询也会遵守相关的法律法规和职业道德，不会采取不正当的手段或者侵犯竞争对手的合法权益，以保持尚普咨询的良好声誉和信誉。

三、竞争对手的分析方法

竞争对手的分析方法是竞争对手调研的第三步，也是最核心的一步。竞争对手的分析方法需要从多个角度和层次来进行，以揭示竞争对手的本质和规律。竞争对手的分析方法主要包括以下几种：

SWOT分析：SWOT分析是指通过分析竞争对手的优势（Strengths）、劣势（Weaknesses）、机会（Opportunities）和威胁（Threats），来评估竞争对手的综合实力和竞争态势的方法。SWOT分析可以帮助企业了解竞争对手的内部条件和外部环境，以及竞争对手可能采取的战略和行动。例如，尚普咨询为一家新能源汽车企业进行竞争对手调研时，使用了SWOT分析，分析了其主要竞争对手[特斯拉]的SWOT矩阵。

五力分析：五力分析是指通过分析竞争对手所处行业的五种基本力量，即行业内部的竞争者竞争（Rivalry among Existing Competitors）、行业内部的潜在进入者威胁（Threat of New Entrants）、行业内部的替代品威胁（Threat of Substitutes）、行业上游的供应商议价能力（Bargaining Power of Suppliers）和行业下游的买方议价能力（Bargaining Power of Buyers），来评估竞争对手所面临的竞争压力和盈利能力的方法。五力分析可以帮助企业了解竞争对手的行业结构和行业动态，以及竞争对手可能受到的影响和挑战。例如，尚普咨询为一家在线教育企业进行竞争对手调研时，使用了五力分析，分析了其主要竞争对手[网易有道]所处行业的五力模型。

竞争优势分析：竞争优势分析是指通过分析竞争对手的核心资源、核心能力、核心价值和核心战略，来评估竞争对手的竞争优势和竞争差异化的方法。竞争优势分析可以帮助企业了解竞争对手的竞争优势的来源和特点，以及竞争对手可能形成的竞争壁垒和竞争边界。例如，尚普咨询为一家电商平台企业进行竞争对手调研时，使用了竞争优势分析，分析了其主要竞争对手[拼多多]的竞争优势。

尚普咨询在为客户进行竞争对手分析时，会根据不同的竞争对手特征和目标，选择合适的分析方法和工具，以便更深入地理解竞争对手的竞争优势和竞争策略。

四、竞争对手的监测和反馈

竞争对手的监测和反馈是竞争对手调研的第四步，也是最重要的一步。竞争对手的监测和反馈需要从多个方面和频率来进行，以及时更新和调整竞争对手的信息和分析。竞争对手的监测和反馈主要包括以下几种内容：

竞争对手的动态监测：通过持续关注竞争对手的最新动态和变化，如产品发布、价格调整、市场推广、合作联盟、财务状况、战略调整等，及时收集和分析竞争对手的动态信息，以便预测竞争对手的下一步行动和可能的影响。竞争对手的动态监测需要根据不同的竞争对手的重要性和活跃度，确定合适的监测频率和范围，以保证信息的时效性和有效性。例如，尚普咨询为一家快消品企业进行竞争对手调研时，使用了竞争对手动态监测表，记录和分析了其主要竞争对手[联合利华]的动态信息，如下所示：

时间动态分析

2024年1月15日联合利华发布了2023年第四季度和全年的财务报告，显示其全年营收为513亿欧元，同比增长5.8%，净利润为72亿欧元，同比增长10.4%。联合利华的财务表现优于预期，显示其在新冠疫情的影响下仍然保持了稳健的增长，主要得益于其在新兴市场的强劲表现，以及其在个人护理、家庭清洁和食品饮料等领域的多元化布局。

2024年1月20日联合利华宣布与[星巴克]达成战略合作，将在中国大陆、香港、澳门、台湾、新加坡、马来西亚等亚洲市场推出星巴克品牌的即饮咖啡和茶饮产品。联合利华与星巴克的合作是其在饮品领域的重要举措，旨在借助星巴克的品牌影响力和忠实消费者，扩大其在亚洲市场的份额和覆盖，同时也是对其竞争对手[雀巢]的有力回应，后者也在与星巴克合作推出咖啡胶囊和粉末产品。

2024年1月25日联合利华宣布将其旗下的美容品牌[雅诗兰黛]出售给[欧莱雅]，交易金额为40亿美元。联合利华出售雅诗兰黛是其在美容领域的战略调整，目的是为了专注于其更具竞争力和增长潜力的品牌，如[多芬]、[清扬]、[旁氏]等，同时也是为了筹集资金，用于收购或投资其他更符合其战略方向的品牌或企业。

竞争对手的反馈评估：通过定期对竞争对手的信息和分析进行总结和评估，检查竞争对手的信息和分析的准确性和有效性，发现竞争对手的信息和分析的不足和改进，提出竞争对手的信息和分析的建议和措施，以便优化竞争对手的信息和分析的质量和效果。竞争对手的反馈评估需要根据不同的竞争对手的调研目的和结果，确定合适的评估标准和方法，以保证信息和分析的质量和效果。例如，尚普咨询为一家酒店连锁企业进行竞争对手调研时，使用了竞争对手反馈评估表，总结和评估了其主要竞争对手[如家]的信息和分析。

尚普咨询在为客户进行竞争对手监测和反馈时，会根据不同的竞争对手的变化和需求，调整竞争对手的监测和反馈的频率和内容，以便及时更新和优化竞争对手的信息和分析。

Conclusion

竞争对手调研是尚普咨询的核心业务之一，也是为客户提供高质量和高效率的咨询服务的重要手段。尚普咨询在竞争对手调研方面拥有丰富的经验和专业的能力，能够为客户提供全面、准确、深入、前瞻的竞争对手信息和分析，帮助客户了解竞争对手的实力和策略，制定自身的竞争优势和竞争对策，实现市场的成功和领先。

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In the field of consulting, Champ Consulting can also provide you with the following services:

Research Module	research content
Market research	Industry status	market capacity	Product Application	channel mode	Supply chain	market competition	Market Consulting
Competitor Research	Enterprise background	Enterprise Finance	Sales Data	Market Strategy	Production Equipment	Supply Procurement	Technology R & D
Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	satisfaction survey	Employee satisfaction	user satisfaction
Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

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More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise