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The Nature and Purpose of Competitor Research: Finding Differentiation from the Brand Level

2024-07-18 16:04:27 来源：尚普咨询浏览量：0

一、竞争对手调研的定义和意义

竞争对手调研是指企业对其所处的市场中的现有或潜在的竞争对手进行的系统的、持续的、有目的的信息收集、分析和评估活动。竞争对手调研的主要目的是为了帮助企业了解竞争环境，识别竞争对手的优势和劣势，预测竞争对手的行为和反应，从而制定有效的竞争策略。

竞争对手调研对于企业的发展具有重要的意义，主要体现在以下几个方面：

竞争对手调研可以帮助企业发现市场机会和威胁，把握市场动态，调整市场定位，优化产品和服务，提高市场份额和利润率。

竞争对手调研可以帮助企业了解竞争对手的战略意图，预测竞争对手的未来动作，制定应对措施，避免被动应付，增强竞争优势。

竞争对手调研可以帮助企业学习竞争对手的成功经验和失败教训，借鉴竞争对手的优点和创新，改进自身的管理和运营，提升企业的核心竞争力。

二、竞争对手调研的品牌层面分析

竞争对手调研的分析方法有很多，如SWOT分析、波特五力分析、竞争地图分析等。这些方法都有其各自的优缺点，但都有一个共同的局限性，那就是忽视了品牌这一企业与消费者之间的情感纽带，也是企业区别于竞争对手的核心要素。

品牌是指消费者对于某一特定的产品或服务的认知、感受和评价，它是企业的无形资产，也是企业的核心竞争力。品牌的作用主要体现在以下几个方面：

品牌可以提高消费者的认知度和信任度，降低消费者的购买风险和搜索成本，增加消费者的满意度和忠诚度。

品牌可以提高企业的议价能力和溢价能力，降低企业的营销成本和运营成本，增加企业的市场份额和利润率。

品牌可以提高企业的社会责任和声誉，降低企业的法律风险和危机风险，增加企业的合作伙伴和人才吸引力。

因此，竞争对手调研应该从品牌层面进行分析，关注品牌的内涵、形象、价值、定位、识别、忠诚度等方面，以及品牌之间的相似性和差异性，从而找到自身品牌的独特性和优势。

品牌层面的竞争对手调研的步骤如下：

第一步，确定竞争对手的品牌范围，即选择与自身品牌在同一市场、同一细分、同一目标群体的竞争对手的品牌。

第二步，收集竞争对手的品牌信息，即通过各种渠道，如官网、社交媒体、广告、口碑、报告等，获取竞争对手的品牌的相关数据和内容。

第三步，分析竞争对手的品牌特征，即通过品牌金字塔模型、品牌轮廓模型、品牌价值链模型等，梳理竞争对手的品牌的内涵、形象、价值、定位、识别等要素。

第四步，评估竞争对手的品牌效果，即通过品牌资产评估模型、品牌忠诚度模型、品牌共鸣模型等，衡量竞争对手的品牌的认知度、偏好度、忠诚度、共鸣度等指标。

第五步，比较竞争对手的品牌差异，即通过品牌地位地图、品牌个性地图、品牌联想地图等，展示竞争对手的品牌在不同维度上的相似性和差异性。

第六步，总结竞争对手的品牌优势和劣势，即通过品牌SWOT分析、品牌GAP分析、品牌VRIO分析等，归纳竞争对手的品牌的优势和劣势，以及自身品牌的机会和威胁。

三、竞争对手调研的品牌层面案例

为了更好地说明竞争对手调研的品牌层面分析方法的应用，本文将结合尚普咨询公司为某汽车品牌提供的竞争对手调研案例进行说明。

该汽车品牌是一家国内知名的自主品牌，主要生产中高端的轿车和SUV，其品牌定位于中高端市场，其品牌理念是“创新、品质、服务”。该汽车品牌面临着来自国内外的激烈竞争，尤其是与其同级别的合资品牌和进口品牌，如奥迪、宝马、奔驰、沃尔沃等。为了提升自身品牌的竞争力，该汽车品牌委托尚普咨询公司进行了竞争对手调研。

尚普咨询公司根据该汽车品牌的需求，采用了品牌层面的竞争对手调研方法，对其在中高端轿车和SUV市场的主要竞争对手的品牌进行了全面的分析和评估。具体的步骤和结果如下：

第一步，确定竞争对手的品牌范围。尚普咨询公司通过市场调查和数据分析，选择了与该汽车品牌在中高端轿车和SUV市场上最具竞争力的四个品牌作为竞争对手，分别是奥迪、宝马、奔驰和沃尔沃。

第二步，收集竞争对手的品牌信息。尚普咨询公司通过各种渠道，如官网、社交媒体、广告、口碑、报告等，获取了竞争对手的品牌的相关数据和内容，包括品牌的历史、愿景、使命、价值观、标识、口号、产品、服务、营销活动、客户反馈等。

第三步，分析竞争对手的品牌特征。尚普咨询公司通过品牌金字塔模型，梳理了竞争对手的品牌的内涵、形象、价值、定位、识别等要素，如下表所示：

Table

品牌品牌内涵品牌形象品牌价值品牌定位品牌识别

奥迪进取、创新、领先高端、豪华、运动质量、技术、安全面向成功人士的豪华运动汽车四环标志、Vorsprung durch Technik

宝马激情、驾驭、享受优雅、精致、动感性能、设计、舒适面向追求驾驶乐趣的人的高品质汽车蓝白标志、The Ultimate Driving Machine

奔驰尊贵、经典、卓越贵族、典雅、稳重品质、信誉、创新面向追求完美生活的人的顶级汽车三叉星标志、The best or nothing

沃尔沃安全、环保、人性简约、实用、高效可靠、节能、舒适面向关注安全和环保的人的智能汽车铁划标志、For life

第四步，评估竞争对手的品牌效果。尚普咨询公司通过品牌资产评估模型，衡量了竞争对手的品牌的认知度、偏好度、忠诚度、共鸣度等指标，如下表所示：

Table

品牌品牌认知度品牌偏好度品牌忠诚度品牌共鸣度

奥迪高高中中

宝马高高高高

奔驰高高高高

沃尔沃中中中低

第五步，比较竞争对手的品牌差异。尚普咨询公司通过品牌地位地图，展示了竞争对手的品牌在价格和品质两个维度上的相似性和差异性。

第六步，总结竞争对手的品牌优势和劣势。尚普咨询公司通过品牌SWOT分析，归纳了竞争对手的品牌的优势和劣势，以及自身品牌的机会和威胁，如下表所示：

Table

品牌品牌优势品牌劣势品牌机会品牌威胁

奥迪技术领先，产品多样，市场占有率高形象单一，创新不足，口碑不佳新能源汽车，年轻消费者，新兴市场宝马、奔驰、沃尔沃等竞争对手的挑战，政策变化，消费者需求变化

宝马性能卓越，设计精致，品牌忠诚度高价格昂贵，服务不佳，市场覆盖率低新能源汽车，高端消费者，新兴市场奥迪、奔驰、沃尔沃等竞争对手的挑战，政策变化，消费者需求变化

奔驰品质优良，信誉卓著，品牌共鸣度高价格昂贵，产品老化，市场覆盖率低新能源汽车，高端消费者，新兴市场奥迪、宝马、沃尔沃等竞争对手的挑战，政策变化，消费者需求变化

沃尔沃安全可靠，环保节能，人性化设计形象平淡，产品单一，品牌影响力低新能源汽车，环保消费者，新兴市场奥迪、宝马、奔驰等竞争对手的挑战，政策变化，消费者需求变化

通过以上的竞争对手调研，尚普咨询公司为该汽车品牌提出了以下的建议：

该汽车品牌应该坚持自身的品牌理念，突出自身的品牌特色，提升自身的品牌形象和价值，增强自身的品牌影响力和忠诚度。

该汽车品牌应该加强自身的品牌创新，开发更多符合市场需求和消费者喜好的新产品和新服务，提高自身的品牌竞争力和市场占有率。

该汽车品牌应该拓展自身的品牌定位，针对不同的细分市场和目标群体，制定不同的品牌策略，提升自身的品牌差异化和多样化。

该汽车品牌应该利用自身的品牌优势，抓住新能源汽车、年轻消费者、新兴市场等机会，提升自身的品牌成长性和可持续性。

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