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Competitor Research: Secrets You Don't Know

2024-07-18 16:04:39 来源：尚普咨询浏览量：0

Purpose of 1. Competitor Research

竞争对手调研的目的是为了回答以下几个问题：

谁是我们的竞争对手？他们有什么样的产品或服务，占据了多大的市场份额，有什么样的客户群体和渠道？

竞争对手的战略是什么？他们的愿景、使命、目标、价值观是什么？他们的核心竞争力是什么？他们的战略优先级和关注点是什么？

竞争对手的行动是什么？他们的组织结构、文化、流程、人员、技术、财务状况是怎样的？他们的市场活动、产品创新、合作伙伴、收购兼并、社会责任等是怎样的？

竞争对手的未来动向是什么？他们的战略变化、市场趋势、机遇和威胁、潜在的新进入者和替代品等是怎样的？

通过回答这些问题，企业可以获得以下几方面的收益：

提高自身的竞争意识和敏感度，增强危机感和紧迫感，避免盲目自信和满足。

了解自身的优势和劣势，找出自身的差异化和核心竞争力，提升自身的竞争力和市场地位。

发现竞争对手的战略意图和行动，预测竞争对手的未来动向，制定有效的应对策略和举措，抢占先机和机会。

学习竞争对手的优点和经验，借鉴竞争对手的创新和突破，改进自身的产品和服务，提高自身的满意度和忠诚度。

二、竞争对手调研的方法

There are several main methods of competitor research:

桌面研究：利用公开的信息来源，如竞争对手的官方网站、年报、新闻稿、社交媒体、行业报告、专利数据库等，收集和分析竞争对手的基本信息和数据。

实地考察：通过亲自或委托第三方机构，对竞争对手的产品或服务、客户或渠道、设施或工厂等进行实地观察和体验，获取和评估竞争对手的一手信息和感受。

深度访谈：通过与竞争对手的现有或前任员工、供应商、合作伙伴、客户、行业专家等进行深度访谈，了解和探讨竞争对手的内部情况和外部评价。

网络调查：通过设计和发布在线问卷，向竞争对手的目标市场或潜在客户进行网络调查，收集和分析竞争对手的市场需求和满意度。

模拟竞争：通过模拟竞争对手的角色和行为，参与竞争对手的市场活动或招标项目，获取和测试竞争对手的市场策略和反应能力。

竞争对手调研的方法应根据不同的目的和情况，灵活选择和组合，以达到最佳的效果和效率。

三、竞争对手调研的步骤

竞争对手调研的步骤主要包括以下几个阶段：

确定竞争对手范围：根据自身的产品或服务、市场或行业、地域或领域等，确定竞争对手的类型和数量，如直接竞争对手、间接竞争对手、潜在竞争对手等。

设定竞争对手指标：根据自身的战略目标和关注点，设定竞争对手的评价指标和权重，如市场份额、增长率、利润率、客户满意度、品牌知名度、技术水平、创新能力等。

收集竞争对手信息：根据竞争对手的指标和范围，选择和使用竞争对手调研的方法，收集竞争对手的相关信息和数据，如战略规划、市场活动、产品特性、财务状况、组织结构、人力资源等。

分析竞争对手情况：根据竞争对手的信息和数据，运用竞争对手分析的工具，如SWOT分析、波特五力分析、价值链分析、战略群分析、竞争对手剖析矩阵等，分析竞争对手的优势和劣势、机会和威胁、战略意图和行动、未来动向等。

制定竞争对手策略：根据竞争对手的分析结果，制定竞争对手的应对策略和举措，如差异化策略、聚焦策略、领导者策略、挑战者策略、追随者策略、适应者策略等。

竞争对手调研的步骤应根据不同的阶段和任务，制定和执行详细的计划和流程，以保证竞争对手调研的质量和效果。

四、竞争对手调研的案例

为了更好地展示竞争对手调研的实际应用和价值，本文将结合尚普咨询服务客户的具体案例，进行简要的介绍和分析。

案例一：某电子商务平台的竞争对手调研

某电子商务平台是中国最大的在线零售平台之一，提供各类商品的销售和配送服务，拥有数亿的用户和卖家。该平台的主要竞争对手有以下几个：

某A电子商务平台：该平台是中国最大的跨境电子商务平台，提供海外商品的直邮和保税区发货服务，拥有数千万的用户和卖家。该平台的优势在于其海外商品的品质和价格，以及其快速和便捷的物流服务。该平台的劣势在于其商品的种类和数量相对较少，以及其国内市场的渗透率相对较低。

某B电子商务平台：该平台是中国最大的社交电子商务平台，提供基于社交媒体的商品推荐和购买服务，拥有数亿的用户和卖家。该平台的优势在于其社交媒体的流量和影响力，以及其商品的低价和高性价比。该平台的劣势在于其商品的质量和售后服务相对较差，以及其用户的忠诚度和满意度相对较低。

某C电子商务平台：该平台是中国最大的生鲜电子商务平台，提供各类生鲜商品的销售和配送服务，拥有数千万的用户和卖家。该平台的优势在于其生鲜商品的新鲜度和品质，以及其快速和准时的配送服务。该平台的劣势在于其生鲜商品的保质期和库存管理相对较难，以及其运营成本和风险相对较高。

某电子商务平台为了提高自身的竞争力和市场份额，委托尚普咨询进行了竞争对手调研，主要采用了以下方法：

桌面研究：通过收集和分析竞争对手的官方网站、年报、新闻稿、社交媒体、行业报告、专利数据库等公开信息，了解竞争对手的基本信息和数据，如市场份额、增长率、利润率、客户满意度、品牌知名度、技术水平、创新能力等。

实地考察：通过亲自或委托第三方机构，对竞争对手的商品或服务、客户或渠道、设施或工厂等进行实地观察和体验，获取和评估竞争对手的一手信息和感受，如商品特性、服务质量、客户反馈、渠道效率、设施条件、工厂规模等。

深度访谈：通过与竞争对手的现有或前任员工、供应商、合作伙伴、客户、行业专家等进行深度访谈，了解和探讨竞争对手的内部情况和外部评价，如战略规划、市场活动、组织结构、文化氛围、人力资源、财务状况、合作关系、竞争态度等。

网络调查：通过设计和发布在线问卷，向竞争对手的目标市场或潜在客户进行网络调查，收集和分析竞争对手的市场需求和满意度，如购买意愿、购买频率、购买金额、购买渠道、购买动机、购买障碍、购买体验、购买建议等。

模拟竞争：通过模拟竞争对手的角色和行为，参与竞争对手的市场活动或招标项目，获取和测试竞争对手的市场策略和反应能力，如促销策略、定价策略、分销策略、广告策略、产品策略、服务策略、竞争策略等。

尚普咨询根据收集和分析的竞争对手信息和数据，运用了SWOT分析、波特五力分析、价值链分析、战略群分析、竞争对手剖析矩阵等工具，分析了竞争对手的优势和劣势、机会和威胁、战略意图和行动、未来动向等，制定了以下竞争对手应对策略和举措：

对于某A电子商务平台，采取差异化策略，突出自身的商品的种类和数量的优势，提供更多的选择和便利给客户，同时加强自身的海外商品的采购和销售，提高自身的跨境电子商务的能力和水平，抢占海外商品的市场份额。

对于某B电子商务平台，采取聚焦策略，专注自身的目标市场和客户群体，提供更高的商品质量和售后服务，提高自身的品牌形象和信誉，同时加强自身的社交媒体的运营和推广，提高自身的社交电子商务的影响力和吸引力，抢占社交媒体的流量和用户。

对于某C电子商务平台，采取领导者策略，保持自身的商品和服务的优势，提供更快的配送速度和更低的配送费用，提高自身的客户满意度和忠诚度，同时加强自身的生鲜商品的供应链和库存管理，提高自身的生鲜电子商务的效率和效果，抢占生鲜商品的市场份额。

通过尚普咨询的竞争对手调研，某电子商务平台不仅了解了自身在市场中的优势和劣势，发现了竞争对手的战略意图和行动，预测了竞争对手的未来动向，还制定了有效的应对策略和举措，提高了自身的竞争力和市场地位，实现了自身的战略目标。

案例二：某金融服务公司的竞争对手调研

某金融服务公司是中国最大的互联网金融服务公司之一，提供各类金融产品和服务，如贷款、理财、保险、支付、信用卡等，拥有数亿的用户和合作伙伴。该公司的主要竞争对手有以下几个：

某D金融服务公司：该公司是中国最大的银行业金融服务公司之一，提供各类金融产品和服务，如存款、贷款、理财、保险、支付、信用卡等，拥有数亿的用户和合作伙伴。该公司的优势在于其金融资源的丰富和稳定，以及其金融服务的安全和可靠。该公司的劣势在于其金融产品和服务的创新和灵活性相对较低，以及其金融服务的成本和效率相对较高。

某E金融服务公司：该公司是中国最大的互联网巨头之一，提供各类金融产品和服务，如支付、理财、保险、贷款、信用卡等，拥有数亿的用户和合作伙伴。该公司的优势在于其互联网技术的先进和领先，以及其互联网服务的便捷和普及。该公司的劣势在于其金融风险的控制和监管相对较弱，以及其金融服务的品牌和信誉相对较低。

某F金融服务公司：该公司是中国最大的非银行金融机构之一，提供各类金融产品和服务，如贷款、理财、保险、支付、信用卡等，拥有数千万的用户和合作伙伴。该公司的优势在于其金融产品和服务的多样和个性，以及其金融服务的专业和贴心。该公司的劣势在于其金融规模和影响力相对较小，以及其金融服务的竞争和压力相对较大。

某金融服务公司为了提高自身的竞争力和市场份额，委托尚普咨询进行了竞争对手调研，主要采用了以下方法：

实地考察：通过亲自或委托第三方机构，对竞争对手的产品或服务、客户或渠道、设施或工厂等进行实地观察和体验，获取和评估竞争对手的一手信息和感受，如产品特性、服务质量、客户反馈、渠道效率、设施条件、工厂规模等。

对于某D金融服务公司，采取挑战者策略，利用自身的互联网技术和服务的优势，提供更多的创新和灵活的金融产品和服务，降低自身的金融服务的成本和效率，吸引和挽留更多的用户和合作伙伴，挑战其金融资源的优势和稳定。

对于某E金融服务公司，采取追随者策略，借鉴和学习其互联网技术和服务的先进和领先，提高自身的互联网技术和服务的水平和质量，同时加强自身的金融风险的控制和监管，提高自身的金融服务的品牌和信誉，追随其互联网技术的优势和影响力。

对于某F金融服务公司，采取适应者策略，根据自身的目标市场和客户群体，提供更多的多样和个性的金融产品和服务，提高自身的金融服务的专业和贴心，同时加强自身的金融规模和影响力，提高自身的金融服务的竞争和压力，适应其金融产品的优势和差异。

通过尚普咨询的竞争对手调研，某金融服务公司不仅了解了自身在市场中的优势和劣势，发现了竞争对手的战略意图和行动，预测了竞争对手的未来动向，还制定了有效的应对策略和举措，提高了自身的竞争力和市场份额，实现了自身的战略目标。

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