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The purpose, method and procedure of competitor analysis

2024-07-18 16:04:39  来源:尚普咨询  浏览量:0

一、竞争对手分析的目的

竞争对手分析的主要目的是了解市场竞争环境,制定合适的竞争策略,提高企业的竞争力。具体来说,竞争对手分析的目的包括以下几个方面:

了解竞争对手的优劣势。通过分析竞争对手的产品、服务、品牌、渠道、价格等方面的优劣势,可以了解竞争对手的核心竞争力和弱点,为企业制定竞争策略提供参考。

分析竞争对手的竞争策略。通过分析竞争对手的市场定位、产品定位、营销策略、渠道策略等方面的竞争策略,可以了解竞争对手的战略意图和行动,为企业制定竞争策略提供参考。

找到竞争对手的战略弱点。通过分析竞争对手的市场表现、产品表现、服务表现等方面的数据,可以找到竞争对手的战略弱点,为企业制定竞争策略提供参考。

分析竞争对手占领的消费者心智点。通过分析竞争对手在消费者心智中的地位、形象、认知等方面的数据,可以了解竞争对手占领的消费者心智点,为企业制定品牌策略提供参考。

寻找差异化可能性。通过分析竞争对手的产品、服务、品牌、渠道、价格等方面的数据,可以寻找差异化可能性,为企业制定差异化竞争策略提供参考。

找到自己在行业中的突破点。通过分析竞争对手的市场表现、产品表现、服务表现等方面的数据,可以找到自己在行业中的突破点,为企业制定发展战略提供参考。

二、竞争对手分析的方法

竞争对手分析的方法可以根据信息来源、信息类型和信息深度等维度进行分类。

根据信息来源分类:竞争对手分析的信息来源可以分为内部信息和外部信息。内部信息主要包括企业自身的数据、报告、会议记录等,外部信息主要包括市场调研、行业报告、媒体报道等。

根据信息类型分类:竞争对手分析的信息类型可以分为定量信息和定性信息。定量信息主要包括市场份额、销售额、利润率等数据,定性信息主要包括品牌形象、产品特点、服务质量等方面的描述。

根据信息深度分类:竞争对手分析的信息深度可以分为表面信息和深层信息。表面信息主要包括竞争对手的产品、价格、渠道、广告等方面的信息,深层信息主要包括竞争对手的战略意图、核心竞争力、文化价值观等方面的信息。

三、竞争对手分析的步骤

竞争对手分析的步骤可以分为以下几个方面:

确定竞争对手:首先需要确定竞争对手,包括直接竞争对手和间接竞争对手。

收集信息:收集竞争对手的相关信息,包括产品、价格、渠道、广告、市场份额、销售额、利润率等方面的信息。

分析信息:对收集到的信息进行分析,找出竞争对手的优劣势、竞争策略、战略弱点、消费者心智点等方面的信息。

制定竞争策略:根据分析结果,制定合适的竞争策略,包括差异化竞争策略、成本领先策略、专注策略等。

实施竞争策略:将制定好的竞争策略付诸实施,不断优化和调整,提高企业的竞争力。

以下是一个尚普咨询服务客户的具体案例:

尚普咨询服务的客户是一家生产电子产品的企业,该企业的主要竞争对手是国内外的知名电子产品企业。通过对竞争对手的分析,我们发现该企业的主要竞争对手在产品品质、品牌形象、渠道建设等方面具有较大的优势,而该企业在产品创新、成本控制等方面具有一定的优势。因此,我们建议该企业应该加强产品创新,提高产品品质,加强品牌建设,优化渠道建设,以提高企业的竞争力。




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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!

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  • 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!

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  • 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!

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