Competitor research is a complex and arduous task, which involves a large amount of information collection, analysis and collation, requiring the use of a variety of methods and tools, such as market information collection, competitive platform collection, customer feedback collection, personal channel collection, 4P analysis, SWOT analysis and so on. The purpose of competitor research is to help enterprises understand the competitive environment, find out the advantages and disadvantages of competitors, competitive strategy, core competitiveness, brand performance, product strategy, channel strategy, price strategy, promotion strategy, etc., so as to formulate effective competitive strategies and improve the competitiveness and market share of enterprises.

However, the results of competitor research are often lengthy data and reports that are difficult to engage and convince decision makers and stakeholders. Although the data and reports are objective and detailed, they lack vividness and appeal, cannot stimulate readers' interest and resonance, and cannot highlight the focus and suggestions of the research. Therefore, the value and influence of competitor research are often greatly reduced, and even ignored and wasted.

So, how to improve the value and influence of competitor research? This paper argues that a feasible method is to use a story-based approach to tell the competitor research process, the research results into interesting and persuasive stories, so as to attract and persuade readers, improve the effectiveness of research.

What is storytelling? Storytelling is a technique of presenting complex information and content in a simple and interesting way. It gives life and emotion to information and content by constructing plots, characters, conflicts and solutions, so as to arouse readers' attention and interest, stimulate readers' imagination and association, enhance readers' memory and understanding, and promote readers' action and change.

Why use storytelling? Storytelling has the following advantages:

-Storytelling can increase the attractiveness and dissemination of information. Human beings are born to listen to stories. Stories can stimulate people's curiosity and emotions, make people resonate and trust, thereby increasing the attractiveness and dissemination of information. Studies have shown that storytelling information is easier to notice and remember than non-storytelling information, and is easier to forward and share.

-Storytelling can improve the persuasiveness and influence of information. Stories can generate recognition and empathy, thereby reducing people's defense and resistance, increasing people's acceptance and conviction, thereby increasing the persuasiveness and influence of information. Studies have shown that storytelling information is more likely to change people's attitudes and behaviors than non-storytelling information, and it is also easier to promote people's decision-making and actions.

-Storytelling can improve the value and effectiveness of information. Stories can give people insight and inspiration, thereby enhancing people's cognition and ability, and increasing people's value and effect. Studies have shown that storytelling information is easier to promote people's learning and innovation than non-storytelling information, and it is also easier to bring people's growth and progress.

How to describe the competitor research process in a storytelling manner? This article recommends the following four steps:

-Step 1: Determine the goal and audience of the story. The goal of the story is the effect you want to achieve through the story, such as persuasion, education, entertainment, etc. The audience of the story is the people you want to influence through the story, such as decision makers, partners, customers, etc. Determining the goal and audience of the story can help you choose the right content and format for the story, as well as adjust the tone and style of the story.

-Step 2: Collect and filter material for the story. The material of the story is the data and information you collect during the competitor research process, such as the competitor's background, characteristics, strengths and weaknesses, strategies, behaviors, results, etc. Collecting and filtering story material can help you find the core and highlights of the story, as well as remove the redundancy and interference of the story.

-Step 3: Build and optimize the structure of the story. The structure of the story is the way you organize the material of the story according to a certain logic and sequence, such as the beginning, development, climax, end, etc. Building and optimizing the structure of the story can help you improve the coherence and compactness of the story, as well as increase the conflict and tension of the story.

-Step 4: Presenting and disseminating the form of the story. The form of a story is a way for you to display the content of the story in a certain way and means, such as text, charts, pictures, video, audio, etc. Presenting and disseminating the form of the story can help you increase the visibility and appeal of the story, as well as expand the reach and audience of the story.

To illustrate more specifically how the competitor research process can be described in a storytelling manner, we use the example of Champ Consulting, assuming that Champ Consulting provides competitor research services to an automaker, the following is a possible storytelling competitor research process:

-Step 1: Determine the goal and audience of the story. The goal of Champ Consulting's story is to provide automakers with valuable competitor analysis and advice to help them increase market share and profits. The audience of the story of champ consulting is the senior managers of automobile manufacturers, who need to understand the situation of competitors and formulate reasonable competitive strategies.

-Step 2: Collect and filter material for the story. Champ Consulting collects a large amount of competitor data and information through a variety of channels and methods, including competitor history, scale, product, price, channel, promotion, customer, market, finance, etc. Through analysis and comparison, Shangpu Consulting has selected the most valuable and relevant competitor materials, such as the core competitiveness of competitors, competitive strategies, competitive advantages and disadvantages, competitive threats and opportunities, etc.

-Step 3: Build and optimize the structure of the story. Champ Consulting organized the competitor's material according to the following story structure:

-Beginning: Introduce the background and theme of the story, such as the current situation and trends of the automotive industry, the goals and challenges of automakers, the number and types of competitors, etc.

-Development: Shows the main content of the story, such as competitor analysis and comparison, competitor's strengths and weaknesses and strategies, competitor's influence and threat, etc.

-Climax: Highlight the highlights and highlights of the story, such as the biggest strengths and weaknesses of competitors, the best and worst strategies of competitors, the biggest and smallest threats of competitors, etc.

-End: Summary of the storyConclusionand recommendations, such as the overall evaluation and ranking of competitors, future forecasts and trends of competitors, competitors' responses and precautions.

By optimizing the structure of the story, Champ Consulting makes the story have clear logic and sequence, and at the same time increases the conflict and tension of the story, making the story more attractive and persuasive.

-Step 4: Presenting and disseminating the form of the story. According to the target and audience of the story, Champ Consulting has selected the appropriate form of the story, such as text, charts, pictures, video, audio, etc. Through the presentation and dissemination of the story, Champ Consulting makes the story more visible and infectious, and at the same time expands the scope of the story and the audience.

For example, Champ Consulting can present and disseminate stories in the following ways:

Text: Champ Consulting can write a competitor research report to tell the story in words, along with some charts and pictures to increase the readability and aesthetics of the story.

Chart: Champ Consulting can make some charts to show the data and information of the story in the form of charts, and at the same time cooperate with some words and pictures to increase the understandability and vividness of the story.

Picture: Champ Consulting can increase the authenticity and appeal of the story by taking some pictures, showing the scenes and characters of the story in the form of pictures, and at the same time cooperating with some words and charts.

Video: Champ Consulting can record a video to show the process and results of the story, and at the same time cooperate with some text, charts and pictures to increase the dynamics and influence of the story.

Audio: Champ Consulting can tell the story of the story by recording an audio, and at the same time cooperate with some words, charts, pictures and videos to increase the sound and communication power of the story.

The above is an example of Shangpu Consulting's use of storytelling to describe the competitor's research process. Of course, this is only a simple demonstration. The specific storytelling methods and techniques need to be adjusted and improved according to different situations and needs. Champ Consulting hopes that through this example, it can provide some useful reference and inspiration for automakers, help them better understand and deal with competitors, and increase their market share and profits.