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Competitor research allows companies to develop effective market competition strategies and responses

2024-07-18 15:51:00 来源：尚普咨询浏览量：0

一、竞争对手调研的方法

There are several main methods of competitor research:

一手信息法：指通过直接观察、访问、试用、购买、测试等方式，获取竞争对手的信息，如产品、价格、质量、服务、渠道、促销、广告、口碑等。这种方法的优点是信息的真实性和时效性高，缺点是信息的范围和深度有限，成本和风险较高。

二手信息法：指通过利用已有的公开或半公开的信息源，获取竞争对手的信息，如报刊、杂志、书籍、网络、数据库、报告、展会、会议、专家、咨询机构等。这种方法的优点是信息的范围和深度广泛，成本和风险较低，缺点是信息的真实性和时效性较低，可能存在失真和滞后的情况。

三手信息法：指通过间接的方式，获取竞争对手的信息，如竞争对手的供应商、客户、合作伙伴、员工、前员工、竞争者、行业协会、政府机构等。这种方法的优点是信息的深度和敏感性高，可以揭示竞争对手的内部情况和隐秘信息，缺点是信息的真实性和时效性不确定，可能存在偏差和误导的情况。

竞争对手调研的方法应根据不同的目的、对象、环境和条件，灵活选择和组合，以获取最全面、最准确、最有价值的信息。

Steps to 2. competitor research

竞争对手调研的步骤主要有以下几个：

确定调研目标：指明确调研的目的、范围、内容、标准和期限，以及调研的预期结果和应用场景，为调研的实施和评估提供指导和依据。

确定调研对象：指根据调研目标，选择最相关、最重要、最有影响力的竞争对手，作为调研的对象，避免浪费时间和资源在无关或次要的竞争对手上。

收集调研信息：指根据调研对象，采用合适的调研方法，从多个渠道和角度，获取尽可能多的有效和有用的竞争对手信息，包括竞争对手的基本情况、战略方向、核心能力、市场表现、客户反馈、竞争优势、竞争劣势、竞争机会、竞争威胁等。

分析调研信息：指根据调研信息，运用合理的分析工具和方法，如SWOT分析、波特五力分析、价值链分析、核心竞争力分析等，对竞争对手的信息进行整理、归纳、比较、评估和解释，从而揭示竞争对手的特点、规律、趋势、问题和机会。

制定调研报告：指根据分析结果，编写一份简明、清晰、有说服力的竞争对手调研报告，包括调研目标、调研对象、调研方法、调研信息、调研分析、调研结论、调研建议等，以及相关的数据、图表、案例等，为决策者提供参考和支持。

竞争对手调研的步骤应根据不同的情况，灵活调整和优化，以提高调研的效率和效果。

三、竞争对手调研的案例

竞争对手调研的案例有很多，这里只举两个例子，分别是尚普咨询为一家汽车制造商和一家电子商务平台进行的竞争对手调研。

汽车制造商：该汽车制造商是一家国内领先的新能源汽车企业，面临着来自国内外的激烈竞争，尤其是特斯拉的冲击。尚普咨询为该企业进行了竞争对手调研，主要包括以下几个方面：

调研目标：了解特斯拉的战略、产品、技术、市场、品牌、客户等方面的信息，分析特斯拉的优势、劣势、机会和威胁，提出应对策略和建议。

调研对象：特斯拉，作为全球最大的新能源汽车企业，是该企业的最大竞争对手，也是最值得学习和借鉴的对象。

调研方法：采用了一手信息法、二手信息法和三手信息法的组合，从多个渠道和角度，收集了特斯拉的相关信息，如官网、社交媒体、新闻报道、行业报告、专家评论、客户评价、试驾体验、市场调查。

分析信息：运用了SWOT分析、波特五力分析、价值链分析、核心竞争力分析等工具和方法，对特斯拉的信息进行了整理、归纳、比较、评估和解释，从而揭示了特斯拉的以下特点：

优势：特斯拉拥有强大的创新能力，不断推出新的技术和产品，如自动驾驶、电池、太阳能等，领先于行业的水平；特斯拉拥有独特的品牌形象，以环保、时尚、高端、智能等特征吸引了大量的忠实粉丝和客户；特斯拉拥有高效的直销模式，通过官网、体验店、服务中心等方式，直接与客户沟通和交易，节省了中间环节的成本和时间；特斯拉拥有广泛的合作伙伴，与多个国家和地区的政府、企业、机构等建立了良好的关系，获得了政策、资金、资源等方面的支持。

劣势：特斯拉面临着高昂的运营成本，由于技术的不断更新和投入，以及市场的不断扩张和开拓，特斯拉的研发、生产、销售、服务等方面的支出都很高，导致了长期的亏损和负债；特斯拉面临着严重的质量问题，由于技术的不成熟和管理的不规范，特斯拉的产品经常出现故障、事故、召回等情况，影响了客户的信任和满意度；特斯拉面临着激烈的竞争压力，由于市场的不断发展和变化，特斯拉的竞争对手不断增加和强化，如传统汽车企业、新兴汽车企业、其他新能源汽车企业等，都在争夺市场份额和客户资源；特斯拉面临着复杂的法律风险，由于特斯拉的技术和产品涉及到多个领域和方面，如安全、环保、知识产权、税收、监管等，特斯拉经常遭到各种诉讼、调查、处罚等，影响了特斯拉的声誉和利益。

机会：特斯拉可以利用新能源汽车的市场需求，继续开发和推广更加先进、高效、环保、经济的新能源汽车，满足不同客户的需求和偏好；特斯拉可以利用自身的技术优势，拓展和深化在其他领域和方面的应用和合作，如能源、交通、航空等，创造更多的价值和收益；特斯拉可以利用自身的品牌影响力，建立和加强与各方的沟通和互动，如政府、媒体、公众等，提高特斯拉的知名度和美誉度；特斯拉可以利用自身的创新精神，不断探索和尝试新的模式和方法，如共享、订阅、租赁等，为客户提供更多的选择和便利。

威胁：特斯拉可能受到国际贸易的影响，由于特斯拉的产品和服务涉及到多个国家和地区，特斯拉可能遭到各种贸易壁垒和制裁，如关税、配额、禁令等，影响特斯拉的市场拓展和利润实现；特斯拉可能受到客户需求的变化，由于客户的需求和偏好是不断变化和多样化的，特斯拉可能无法及时适应和满足客户的需求，导致客户的流失和抱怨；特斯拉可能受到技术的替代，由于技术的发展和创新是不断进步和更新的，特斯拉可能面临更加先进和优越的技术的出现和竞争，如氢能、燃料电池等，影响特斯拉的技术优势和市场地位；特斯拉可能受到社会的反对，由于特斯拉的技术和产品可能对社会的安全、环境、道德等方面造成一定的影响和威胁，特斯拉可能遭到社会的质疑和抵制，如抗议、罢工、禁止等，影响特斯拉的社会责任和公众信任。

制定报告：根据分析结果，尚普咨询为该企业编写了一份竞争对手调研报告，主要包括以下几个方面的内容：

调研结论：特斯拉是一家具有强大创新能力和品牌影响力的新能源汽车企业，是该企业的最大竞争对手，也是最值得学习和借鉴的对象；特斯拉在技术、产品、市场、品牌等方面都有着明显的优势，但也存在着成本、质量、竞争、风险等方面的劣势；特斯拉在未来的发展中，既有着巨大的机会，也面临着严峻的威胁；特斯拉的战略和行动对该企业的发展有着重要的影响和启示。

调研建议：该企业应该充分认识和尊重特斯拉的实力和地位，不断加强自身的竞争力和核心竞争力，如技术、产品、品牌、服务等；该企业应该密切关注和分析特斯拉的动态和变化，及时调整和优化自身的战略和策略，如定位、目标、组合、渠道等；该企业应该积极学习和借鉴特斯拉的优点和经验，创新和改进自身的模式和方法，如创新、合作、沟通、探索等；该企业应该有效利用和规避特斯拉的机会和威胁，寻求和拓展自身的优势和机会，如需求、应用、合作、影响等。

电子商务平台：该电子商务平台是一家国内领先的综合性电子商务平台，提供了多种商品和服务的在线交易和配送，面临着来自国内外的激烈竞争，尤其是亚马逊的挑战。尚普咨询为该平台进行了竞争对手调研，主要包括以下几个方面：

调研目标：了解亚马逊的战略、产品、技术、市场、品牌、客户等方面的信息，分析亚马逊的优势、劣势、机会和威胁，提出应对策略和建议。

调研对象：亚马逊，作为全球最大的综合性电子商务平台，是该平台的最大竞争对手，也是最值得学习和借鉴的对象。

调研方法：采用了一手信息法、二手信息法和三手信息法的组合，从多个渠道和角度，收集了亚马逊的相关信息，如官网、社交媒体、新闻报道、行业报告、专家评论、客户评价、购物体验、市场调查等。

分析信息：运用了SWOT分析、波特五力分析、价值链分析、核心竞争力分析等工具和方法，对亚马逊的信息进行了整理、归纳、比较、评估和解释，从而揭示了亚马逊的以下特点：

优势：亚马逊拥有庞大的商品和服务种类，涵盖了图书、音乐、视频、服装、家居、电子、食品、药品、云计算、人工智能等多个领域和方面，满足了不同客户的需求和偏好；亚马逊拥有强大的物流和配送能力，通过自有的仓库、运输、无人机、火箭等方式，实现了快速、准时、安全的商品和服务的送达，提高了客户的信任和满意度；亚马逊拥有优秀的技术和创新能力，不断引入和开发新的技术和产品，如Alexa、Echo、Kindle、Fire等，领先于行业的水平；亚马逊拥有广泛的全球市场，通过在多个国家和地区的设立和运营，覆盖了全球的大部分客户和消费者，增加了市场份额和收入来源。

劣势：亚马逊面临着高昂的运营成本，由于商品和服务的种类繁多，以及物流和配送的要求高，亚马逊的研发、生产、销售、服务等方面的支出都很高，导致了利润率的低下和亏损的可能；亚马逊面临着严重的竞争压力，由于市场的不断发展和变化，亚马逊的竞争对手不断增加和强化，如阿里巴巴、沃尔玛、京东、拼多多等，都在争夺市场份额和客户资源；亚马逊面临着复杂的法律风险，由于亚马逊的商品和服务涉及到多个领域和方面，亚马逊经常遭到各种诉讼、调查、处罚等，如税收、隐私、反垄断、知识产权、劳工等，影响了亚马逊的声誉和利益；亚马逊面临着社会的反对，由于亚马逊的商品和服务可能对社会的安全、环境、道德等方面造成一定的影响和威胁，亚马逊可能遭到社会的质疑和抵制，如抗议、罢工、禁止等，影响了亚马逊的社会责任和公众信任。

机会：亚马逊可以利用电子商务的市场需求，继续开发和推广更加便捷、高效、优质的商品和服务，满足不同客户的需求和偏好；亚马逊可以利用自身的技术优势，拓展和深化在其他领域和方面的应用和合作，如能源、交通、航空等，创造更多的价值和收益；亚马逊可以利用自身的品牌影响力，建立和加强与各方的沟通和互动，如政府、媒体、公众等，提高亚马逊的知名度和美誉度；亚马逊可以利用自身的创新精神，不断探索和尝试新的模式和方法，如共享、订阅、租赁等，为客户提供更多的选择和便利。

威胁：亚马逊可能受到国际贸易的影响，由于亚马逊的商品和服务涉及到多个国家和地区，亚马逊可能遭到各种贸易壁垒和制裁，如关税、配额、禁令等，影响亚马逊的市场拓展和利润实现；亚马逊可能受到客户需求的变化，由于客户的需求和偏好是不断变化和多样化的，亚马逊可能无法及时适应和满足客户的需求，导致客户的流失和抱怨；亚马逊可能受到技术的替代，由于技术的发展和创新是不断进步和更新的，亚马逊可能面临更加先进和优越的技术的出现和竞争，如区块链、人工智能、物联网等，影响亚马逊的技术优势和市场地位；亚马逊可能受到社会的反对，由于亚马逊的商品和服务可能对社会的安全、环境、道德等方面造成一定的影响和威胁，亚马逊可能遭到社会的质疑和抵制，如抗议、罢工、禁止等，影响亚马逊的社会责任和公众信任。

制定报告：根据分析结果，尚普咨询为该平台编写了一份竞争对手调研报告，主要包括以下几个方面的内容：

调研结论：亚马逊是一家具有庞大的商品和服务种类和强大的物流和配送能力的综合性电子商务平台，是该平台的最大竞争对手，也是最值得学习和借鉴的对象；亚马逊在商品、服务、技术、市场等方面都有着明显的优势，但也存在着成本、竞争、风险、社会等方面的劣势；亚马逊在未来的发展中，既有着巨大的机会，也面临着严峻的威胁；亚马逊的战略和行动对该平台的发展有着重要的影响和启示。

调研建议：该平台应该充分认识和尊重亚马逊的实力和地位，不断加强自身的竞争力和核心竞争力，如商品、服务、技术、品牌、服务等；该平台应该密切关注和分析亚马逊的动态和变化，及时调整和优化自身的战略和策略，如定位、目标、组合、渠道等；该平台应该积极学习和借鉴亚马逊的优点和经验，创新和改进自身的模式和方法，如创新、合作、沟通、探索等；该平台应该有效利用和规避亚马逊的机会和威胁，寻求和拓展自身的优势和机会，如需求、应用、合作、影响等。

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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

Service advantages

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

Focus on production and research

15 Year

Champ Consulting has been established for 15 years.

48 Intellectual Property Rights

Independent methodology

80% of the information comes from first-hand research.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

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